The Buzz From Blogher Highlights Report

Lynn Miller Founder, Miller Strategic Marketing LLC [email_address] Maryanne Conlin: Principal, The Mcmilker Group, LLC [email_address] August 2009 The full report is available at http://thebuzzfromblogher.com The Mcmilker Group, LLC, Miller Strategic Marketing LLC, the site http://thebuzzfromblogher.com and the report of the same name are neither sponsored by nor affiliated with BlogHer, which is a registered trademark of BlogHer, Inc Highlights From:

About the Authors Copyright 2009 The Mcmilker Group, LLC and Miller Strategic Marketing LLC This report, its authors, and the site http://thebuzzfromblogher.com are neither sponsored by nor affiliated with BlogHer, which is a registered trademark of Blogher, Inc. Lynn Maryanne The authors of The Buzz from BlogHer met online through Maryanne Conlin’s second blog years before meeting “in real life,” when they jointly accepted the Shorty Award for Best Green Content on Twitter on behalf of The Green Moms Carnival. Sharing a passion for blogging and raising “slightly crunchy” kids, they soon discovered that they were both also independent marketing consultants and MBAs with deep backgrounds in corporate marketing. Maryanne’s background includes stints as Director of Marketing for Mission Foods and DayRunner (now a division of Mead Products). Lynn was Director of Marketing for Telogy Networks, a start-up that was sold for 100x revenue to Texas Instruments. This report taps into the co-authors’ unique perspective on BlogHer from the vantage point of award-winning Mom bloggers and corporate brand marketers.

About The Report
Now in its fifth year, the BlogHer 09 conference attracted 1500+ bloggers and was followed by thousands more on blogs and social media sites, as well as on television, radio and in print publications. Arguably the most significant gathering of female bloggers in the world, (a prime target for any consumer products company) what happens at the event offers marketers insight into where blogging and women’s use of social media is going and how brands can most effectively harness the power of women who blog.
This, a Highlights Report, offers you a “sneak peek” at the full report. The complete Buzz from BlogHer report includes insights gleaned during the conference as well as observations from hundreds of blog posts and comments and thousands of tweets about the 2009 BlogHer conference.
Among our findings:
- The Three Brand Categories at BlogHer
Beyond Mommy Bloggers - Niche Markets Abound
What Bloggers Were Talking About – A Lot!
Best Brand Practices at BlogHer
The final report includes our full findings with recommendations for the best ways to leverage brand investments at BlogHer.
Copyright 2009 The Mcmilker Group, LLC and Miller Strategic Marketing LLC This report, its authors, and the site http://thebuzzfromblogher.com are neither sponsored by nor affiliated with BlogHer, which is a registered trademark of Blogher, Inc.

The Three Brand Categories at BlogHer
Social Media Neophytes
New to Blogging and Social Networks
Social Media Explorers
Some Experience with Blogging and SocNets
Example:
Social Media Veterans
Very Experienced with Blogging & SocNets

Nine Key Brand Tactics at Blogher: Neophytes, Explorers & Veterans Copyright 2009 The Mcmilker Group, LLC and Miller Strategic Marketing LLC This report, its authors, and the site http://thebuzzfromblogher.com are neither sponsored by nor affiliated with BlogHer, which is a registered trademark of Blogher, Inc. Brand/Tactic Neophytes Explorers Veterans Official Sponsorship n/a n/a Pepsi, Walmart, P&G, Blue Avocado + 36 more Privately Sponsored Bloggers Goddard Systems Snikiddy, Mom Made Foods Walmart, Mabel’s Labels, Stonyfield Farm Invite-Only Lunch/Dinners Tide Clorox GreenWorks Pre-Conference Events (Invite Only) Ford Open Parties Closed Parties Hospitality Suites Method Offsite Events Visible Official Reps. Method Seventh Generation

Beyond Mommy Bloggers: Niche Markets Abound
Huge Opportunities
Exist Beyond
the “Mommy Blogger”
Demographic
Sizable numbers of niche
Bloggers are actively
seeking brand interaction
Copyright 2009 The Mcmilker Group, LLC and Miller Strategic Marketing LLC This report, its authors, and the site http://thebuzzfromblogher.com are neither sponsored by nor affiliated with BlogHer, which is a registered trademark of Blogher, Inc. Business/Career Work at Home Cooks and Foodies Pet Lovers Tech savvy Twenty something 50 Plus & Boomers Christian DIY/Gardeners/Crafters Gay & Lesbian Christian Child-Free/Empty Nesters Health &Fitness Fashion Green Twenty-somethings Travel Home Schoolers

What Bloggers Were Talking About A Lot!
To Pay Or Not To Pay – That IS The Question!
Is Everyone Really Monetizing Their Blog – Or Not?
How Green Was BlogHer – How Green Should it Be?
Swags, Giveaways and Parties- How Much is Too Much?
Tweets Killed The Blogosphere – Or Did They?
Which Brands Got it Right!

A Few Bloggers’ Posts and Tweets From the Report Copyright 2009 The Mcmilker Group, LLC and Miller Strategic Marketing LLC This report, its authors, and the site http://thebuzzfromblogher.com are neither sponsored by nor affiliated with BlogHer, which is a registered trademark of Blogher, Inc. http://www.thiswench.com http://authenticorganizations.com http://tippytoesandtantrums.typepad.com

The Most Buzzed About Brands at BlogHer ‘09
The Full Report will describe each of these brand stories in a case study format, with lessons learned for all brands at BlogHer.
Nikon (#Nikonhatesbabies)
Wal-Mart
Crocs
Tide
Lands End

Best Practice: Sponsored Bloggers
Full Report Covers all Nine Key Brand Tactics Shown on Slide 6.
Blogger Sponsorships and Sampling Programs: 2 Approaches Ruled.
Push Approach: Samples were handed out by bloggers and brand representatives.
Pull Approach: Sponsored bloggers were asked to blog and tweet about sponsors, not necessarily to hand out samples (although some did). Product sampling took a back seat to relationship building with the bloggers.
What Bloggers were Saying……
I met a lovely woman who was sponsored by Born Free and who let me get ugly and baby-elbowing over bottles and sippy cups and listening to my long and involved story about how I clogged the hotel room toilet with a gDiaper insert, and another …who simply admired Ezra for a bit before presenting him with an Eric Carle lizard from Kohl’s...I also understand that some sponsored bloggers did not necessarily do this in the most professional manner, or even realize that it was indeed, a professional arrangement and not a lottery ticket. Hell, there's a right and a wrong way to go about everything. As Kristen said, quite aptly: Not all bloggers are like that. Mommy or sponsored or otherwise. (Amalah.com)
Takeaways:
Brands should really know the bloggers they are sponsoring.
Sponsored bloggers should be instructed not to interrupt others’ conversations to push product.
A Blogger sponsorship should be viewed in context of a long term relationship with the brand.
“ Push” sampling is best done with bloggers in Brand Attire.
Sponsors should review BlogHer’s guidelines for sponsored bloggers.

Copyright 2009 The Mcmilker Group, LLC and Miller Strategic Marketing LLC This report, its authors, and the site http://thebuzzfromblogher.com are neither sponsored by nor affiliated with BlogHer, which is a registered trademark of Blogher, Inc. Sample page from the full report

Learn More….
The full report is available for purchase at http://thebuzzfromblogher.com
$99 for the Full Report
$399 for the Full Report plus a one hour conference call with the authors
Questions? Email us at: [email_address]

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The Buzz From Blogher Highlights Report

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The Buzz From Blogher Highlights Report — Presentation Transcript