The Reality Check Guide To Blogger OutreachHeidi Sullivan @hksullyVice President, Global Media ResearchCision
Why Bloggers?
The Conversation Shift                                          The Public                              The Media       Tr...
If the news is that     important, it will find me.                    college student quoted in                 New York ...
Case Study          & Goal – increase beta users by 100K Method – Targeted Blogger Outreach55
Case Study            &I saw your post a couple weeks ago, “Think Before YouVoicemail,” so I know how you feel about voice...
Case Study              &I work for a PR agency and have a client that just launched a new servicetoday. I thought of you ...
Case Study            & Resulted in 381 Blog Posts in 1 Month (including  TechCrunch and Perez Hilton)    ROI: “By hittin...
The Niche Nature of          Blogging    Section Divider
I’ve got blogs whose targetaudience is 100 people – theright 100 people.                 Chris Anderson                 Au...
Using social data for long-range predictive analytics    Acceleration of conversations on blogs often precedes both the  ...
 Many blogs are focused on niche topics       which news outlets tend to cover more       sporadically and reactively    ...
The devil is in the details About one quarter of bloggers tracked in Cision’s media database cover one of 26 “first tier” ...
Section DividerThe Who, Why & How
Blogger OutreachThe Four “R”s:       “Tailor to how we                     cover beauty.     Research        Demonstrate t...
Research  Look at writing   style, voice and tone  Research past coverage   (bylines, reports, posts)  Know what they D...
Relationships  Compliments never hurt!  Follow them on   Twitter/social networks  Comment on blog posts  Connect IRL ...
Relevance  Better to send out   fewer, personalized   messages  Never send a pitch   without some introduction  Make it...
Respect  Know their preferred method of contact  Don’t leave long voicemails or follow up via phone  If you haven’t hea...
Do Bloggers Really   Section Divider         Influence        Opinions?
of any population     1%        will be active content               creators     9% will be participants               wi...
Anyone Can Be an Influencer   It used to be that in order to have a powerful voice in the   Momosphere, you had to do what...
Do bloggers truly influence the masses?                                     Duncan Watts: Trends are     Gladwell’s Law of...
Who is right: Watts or Gladwell?      Both. Trends still begin with a small few and are spread by       those with connec...
Remember the 10%  Regardless of whether or not bloggers truly   influence, only 1 out of 10 people is truly sharing and  ...
Connect with me!     Heidi Sullivan     Vice President, Global Media Research     Email:      heidi.sullivan@cision.com   ...
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  • Heidi sullivan-blogger-outreach

    1. 1. The Reality Check Guide To Blogger OutreachHeidi Sullivan @hksullyVice President, Global Media ResearchCision
    2. 2. Why Bloggers?
    3. 3. The Conversation Shift The Public The Media Traditional Media Model PR/Marketing Us Social Media Model33
    4. 4. If the news is that important, it will find me. college student quoted in New York Times, March 2008Bloggers and voices on social sites vie for influence directly with traditional media. Facebook now drives more traffic to PerezHilton and the Huffington Post than Google does. WebProNews, May 200944
    5. 5. Case Study & Goal – increase beta users by 100K Method – Targeted Blogger Outreach55
    6. 6. Case Study &I saw your post a couple weeks ago, “Think Before YouVoicemail,” so I know how you feel about voicemail, and I agreewith you on all points. I try to avoid leaving people voicemails, atwork and in my personal life, and would much rather send andreceive emails or texts. But, as you mentioned, sometimes youneed to use voicemail – to convey tone or emotion, or becauseyou’re on the road and need to relay more information than youcan type while driving or otherwise multi-tasking… - Pitch to66
    7. 7. Case Study &I work for a PR agency and have a client that just launched a new servicetoday. I thought of you because this service has the potential to make theceleb dating scene a lot more interesting, if that’s even possible! It evenhas a cool name – slydial!If LC could leave Heidi a voicemail without the possibility of Heidi pickingup the phone, what do you think she would say? What about MarioLopez? He got caught cheating on his long-time girlfriend…. - Pitch to77
    8. 8. Case Study & Resulted in 381 Blog Posts in 1 Month (including TechCrunch and Perez Hilton) ROI: “By hitting online consumers from all angles, the program helped boost slydial’s 5,000 private alpha users to more than 200,000 beta users in less than two weeks.”88
    9. 9. The Niche Nature of Blogging Section Divider
    10. 10. I’ve got blogs whose targetaudience is 100 people – theright 100 people. Chris Anderson Author of The Long Tail and Free
    11. 11. Using social data for long-range predictive analytics Acceleration of conversations on blogs often precedes both the manifestation of a trend and its news coverage By identifying new opportunities for investors, bloggers helped bring green tech investing out of its 2009 slump “Green technology” investment, blog discussion and news coverage Sources: Cision Media Research, Treehugger.com & Cleantech Group 8,540 Solar-powered coffee maker mainstream 166 VC news investments mentions 61,300 blog mentions Q3 2008 Q3 2009 Q3 20101111
    12. 12.  Many blogs are focused on niche topics which news outlets tend to cover more sporadically and reactively  Blogs are where industry tastemakers lay out their thoughts and predictions, which get re-circulated on Twitter and Facebook  Influential blogs are updated constantly1212 Photo courtesy Alan Levine via Flickr
    13. 13. The devil is in the details About one quarter of bloggers tracked in Cision’s media database cover one of 26 “first tier” general topics. The rest cover more specific topics. General 23% Specific 77% Source: Cision Media Research1313
    14. 14. Section DividerThe Who, Why & How
    15. 15. Blogger OutreachThe Four “R”s: “Tailor to how we cover beauty. Research Demonstrate that you get our approach.” Relationships – Lesa Hannah, Beauty Director for FASHION Relevance Respect1515
    16. 16. Research  Look at writing style, voice and tone  Research past coverage (bylines, reports, posts)  Know what they DON’T cover  Be aware what they’re looking for  Update your lists1616
    17. 17. Relationships  Compliments never hurt!  Follow them on Twitter/social networks  Comment on blog posts  Connect IRL  It takes time, nurture and maintain them1717
    18. 18. Relevance  Better to send out fewer, personalized messages  Never send a pitch without some introduction  Make it clear, keep it brief  Only send material you know they’ll read1818
    19. 19. Respect  Know their preferred method of contact  Don’t leave long voicemails or follow up via phone  If you haven’t heard back, don’t panic  Know when to step back and when to push  When in doubt, include an opt-out  Keep your word!1919
    20. 20. Do Bloggers Really Section Divider Influence Opinions?
    21. 21. of any population 1% will be active content creators 9% will be participants will simply "consume"90% that content online Data from:2121
    22. 22. Anyone Can Be an Influencer It used to be that in order to have a powerful voice in the Momosphere, you had to do what I did: write four books, appear on dozens of national morning shows, speak at parenting groups and more… Now thanks to social media, moms have been able to - from the basement in their house in Iowa, to the deck in their backyard in San Diego - build an audience not by going to traditional media or writing a book, but gather audience based on the power of their voice, the clarity of what their expressing and the resonance it has with their audience. Stacey DeBroff @momcentral
    23. 23. Do bloggers truly influence the masses? Duncan Watts: Trends are Gladwell’s Law of the Few Unpredictable“The success of any kind of “A rare bunch of cool peoplesocial epidemic is heavily just don’t have that power. Anddependent on the involvement when you test the wayof people with a particular and marketers say the worldrare set of social gifts.” works, it falls apart.”2323
    24. 24. Who is right: Watts or Gladwell?  Both. Trends still begin with a small few and are spread by those with connections.  Bloggers can change over time – and anyone can become an influencer.  However, a general rule of thumb is that bloggers and influencers tend to talk to each other.  Immersing yourself in that community will help you spot trends as they emerge.2424
    25. 25. Remember the 10%  Regardless of whether or not bloggers truly influence, only 1 out of 10 people is truly sharing and creating content online. Spreading the word makes them influential. • Know your community. • Read, read, read! • Identify what’s new.2525
    26. 26. Connect with me! Heidi Sullivan Vice President, Global Media Research Email: heidi.sullivan@cision.com Homepage: us.cision.com Blog: blog.cision.com Facebook: facebook.com/hksully Twitter: @hksully LinkedIn: linkedin.com/in/heidisullivan2626

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