Blogger Relations – Creating Sustainable blog/brand partnerships

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SoCon11 break-out session with Laura Ciocia and Erica Hartfield of Everywhere Marketing.

SoCon11 break-out session with Laura Ciocia and Erica Hartfield of Everywhere Marketing.

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  • Source: Technorati 2010 State of the Blogosphere

Transcript

  • 1. The Art (And Law) of Blogger Relations:
    9 Tips for Success
    Presented by:
    Laura Ciocia
    Senior Digital Strategist I Everywhere®
    laura@beeverywhere.tv
    Britton Thompson
    Digital Coordinator I Everywhere®
    @msciocia / @beeverywhere / @brittont13
    www.beeverywhere.tv
  • 2. Why should you care?
  • 3. Because you can’t afford not to.
    • 77% of internet users read blogs.
    • 4. 52% of blog readers say that a blog post factored into the critical moment in which they decided to buy.
    • 5. 70% of bloggers are organically talking about brands.
    • 6. 46% of consumers indicate that they trust traditional media less then they did 5 years ago.
    • 7. 54% of mom bloggers report being contacted by a brand to write about or review a product.
     
     
  • 8. Still Don’t Care?
    Not to worry.
    Your competitors will.
  • 9. Tip One: Identify Relevant Targets
    Nobody likes a thoughtless and misplaced pitch. Take the time to research relevant bloggers who are most likely to be interested in your product/service before you make contact.
    Remember that not all blogs are created equal. Do your homework to ensure maximum engagement.
    Suggested Tools: Technorati, AllTop, Klout, MuckRack, Google Blog Search, Quantcast, Various Blogrolls
  • 10. Tip Two: Forget the word “pitch”
    A successful blogger outreach strategy is anchored by individualized, ongoing and authentic relationship building.
    Turn your “pitches” into partnerships!
    Seek to provide value to a blogger in exchange for sharing your product with her community.
    AVOID: Mass emails, embargoes & demands.
  • 11. Tip Three: Know the Law!
    The FTC requires bloggers to disclose any material consideration they receive in exchange for a post/mention/endorsement. This includes both cash and in-kind compensation.
    Brands are responsible too! Ensure all of your partner bloggers represent their relationship with truth and transparency.
  • 12. Tip Four: Get Creative
    The beauty of blogger relations is that there is no blueprint.
    Think beyond the ‘pay for post’ and develop sustainable relationships aimed at nurturing a loyal network of “passionistas” on behalf of your brand .
  • 13. Tip Five: Clearly Communicate Your Goals
    The challenge with blogger relations is that there is no blueprint.
    Make sure you outline your expectations and attach success metrics to your partnerships and campaigns.
  • 14. Tip Six: Keep Your Word
    It should go without saying but if you’ve promised an incentive or any other consideration, follow through on it.
    As a rule, treat bloggers with the same care and respect as you would the editor-in-chief at your most coveted publication.
  • 15. Tip Seven: Participate!
    Become an authentic contributor to the greater conversation through comments, blog posts, mentions, & re-tweets. There are limitless opportunities to connect, share and engage on behalf of your brand.
    Suggested Tools: HARO, Quora
  • 16. Tip Eight: Embrace the (free) Tools of the Trade
    Pitchengine (SMPR’s)
    Bit.ly
    Google Alerts
    Social Mention
    Tweetreach
  • 17. Tip Nine: Take it off-line
    No matter how connected social media makes us feel, it won’t ever replace face-to-face engagement.
    Find as many opportunities as possible to meet the people behind your connections.