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The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
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The Blogger / Agency Dating Game - Environics Communications @ BlogPodium

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Presented at BlogPodium in Toronto, by Andrew Kinnear and Jordana Wolch of Environics Communications, this presentation aimed to answer the question: How do bloggers approach brands or agencies and …

Presented at BlogPodium in Toronto, by Andrew Kinnear and Jordana Wolch of Environics Communications, this presentation aimed to answer the question: How do bloggers approach brands or agencies and make their blog stand out from the crowd?

The audience of Lifestyle and Home Decor bloggers were provided insight on what brands and agencies are looking for in an influencer relationship, shared tips on how bloggers can market themselves better, and explained that while some metrics are important, numbers don't mean everything.

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Transcript

  • 1. /AGENCY DATING GAME THE BLOGGER
  • 2. OUR CLIENT’S JOBS HAVE CHANGED IN THE PAST FIVE TO TEN YEARS.
  • 3. First Moment of Truth Second Moment of Truth Stimulus At shelf In-store Experience Source: Google
  • 4. First Moment of Truth Second Moment of Truth Stimulus Pre-shopping | In-store | In-home At shelf In-store ExperiencePre-shopping | In-store | In-home Source: Google
  • 5. AWARENESS (AWARE OF OFFERING) ENGAGEMENT (EDUCATION & UNDERSTANDING) OPINION (“BRAND FOR ME”) DECISION ($)
  • 6. B2C CONTENT MARKETING USAGE (BY TACTIC) Source: 2013 B2C Content Marketing Benchmarks–North America: Content Marketing Institute/MarketingProfs
  • 7. WHAT’S YOUR OPINION WORTH?
  • 8. TO BE RELEVANT, BRANDS NEED TO BE AUTHENTICAn authentic brand experience builds credibility, helps establish an emotional connection and influences decision-making.
  • 9. FEATURES VS. BENEFITS
  • 10. FEATURES VS. BENEFITS BUILT-IN INFRARED-SENSOR PROVIDES A SELECTION OF TEMPERATURE SETTINGS ALLOWING FOR PRECISE TEMPERATURE CONTROL. ELECTROSTATIC GLASS TOUCH TECHNOLOGY ADVANCED ANTI-SLIPPING DESIGN. HEATING EFFICIENCY: REDUCES UNNECESSARY POWER CONSUMPTION
  • 11. “A great alternative to gas cooking…” “If you have small children, this cooktop is cool to the touch…” “For messy chefs like me, the fact that food doesn’t burn onto the surface is important.” “I love the look of this cooktop.” “I can’t stop thinking in blue…” FEATURES VS. BENEFITS
  • 12. YOUR VOICE CAN BE AN IMPORTANT PART OF OUR CLIENT’S BRAND. BRAND INFLUENCER/ BLOGGER CONSUMER
  • 13. YOUR CASE BUILDING
  • 14. YOU ARE AN EXTENSION OF THE BRAND Image Source: K-Studio, Shelly Klein
  • 15. AUTHENTICITY IS KEY Image Source: Roelpollen, Flickr
  • 16. BALANCING AUTHENTICITY & SPONSORED CONTENT Image Source: Touch ofModern.com, Crush Design Studio
  • 17. SHOWCASE VALUE BEYOND YOUR BLOG
  • 18. SHOWCASE VALUE BEYOND YOUR BLOG
  • 19. WHAT METRICS ARE IMPORTANT? REACH • Search authority • Unique Visits AUDIENCE • Audience make-up • Time on site • Participation (comments) AUTHORITY • Social shares • Entries/Registrations • Clickthrough to site • Download Coupon/ Request Sample
  • 20. TALK TO MANY TO REACH ONE.
  • 21. TALK TO ONE TO REACH MANY.
  • 22. Moz.com
  • 23. 1 2 3 4 CREATE CONTENT DISTRIBUTE THROUGH SOCIAL CHANNELS PICKED UP BY AUDIENCE/ INFLUENCERS DRIVE BACK TO WEBSITE THEDIGITALECOSYSTEM
  • 24. EDITORIAL: FOLLOW RELEVANT SEARCH KEYWORDS / TRENDS TO INFLUENCE YOUR CONTENT (www.google.com/trends) TECHNICAL: INCORPORATE RELEVANT KEYWORDS IN BLOG TITLES AND URLS CROSS-LINKING: BUILD RELATIONSHIPS WITH LIKE-MINDED PEOPLE AND BRANDS SOCIAL ECOSYSYEM: CONTINUALLY DEVELOP AND MANAGE YOUR SOCIAL PRESENCE BUILD YOUR ONLINE EMPIRE ECOSYSTEM
  • 25. APPROACH HOW TO BRANDS
  • 26. MAKE YOURSELF STAND OUT FROM THE CROWD Image source: nowackresumes.com
  • 27. LEVERAGE DIFFERENT MEDIUMS BE UNIQUE MAKE IT PERSONAL TO YOU
  • 28. BE UNIQUE, MAKE IT PERSONAL TO YOUR BLOG
  • 29. Image source: 3tongallery.typepad.com
  • 30. B2B Image Source: marvelbuilding.com
  • 31. TAKEAWAYS FIVE KEY
  • 32. 1. AUTHENTICITY IS KEY. 2. BELIEVE IN THE BRANDS YOU WORK WITH. 3. THE MOST IMPORTANT METRIC IS ACTION. 4. WHAT CAN YOU OFFER BEYOND THE BLOG? 5. IT IS A RELATIONSHIP! RELATIONSHIPS FAIL WHEN THEY BECOME TRANSACTIONAL.
  • 33. & QUESTIONS THANKS

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