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The Venn of Blogger Relations                     Relevant      Brands                         Blog Niche                 ...
Agenda•   Context/Assumptions•   Review of Blogger Programs    •   Types    •   Common Features•   Current Situation•   Re...
ContextDefinitions are evolving and lines can blur but broadly speaking... •   Blogger Outreach: “Influential” bloggers are ...
19% Say They Trust Paid Reviews                      Mitigating Factors      •Relevance of the Brand to Blogger’s content ...
Review/TypesAlso overlapping and evolving....  •   Brand Ambassadors  •   Blogging Communities  •   Sponsored Content  •  ...
FISHERS BRAND AMBASSADORS•   Scrapbook evangelists•   Trained by Fiskars•   Set up Blog•   2006-                          ...
FISHERS BRAND AMBASSADORS•   Scrapbook evangelists•   Trained by Fiskars•   Set up Blog•   2006-                          ...
Sharpie Squad•Started in 2009•Mommy bloggers, employees, artistsusers•Non-exclusive• Non-profit outreach
The Happiest Mom
Purina Cat Chow Correspondent
Kleenex Mums
BABBLE
WALMART MOMS
Sponsored Content          14
Ford, Kodak Blogger to Community Manager
P&G at BLOGHER
BLISSDOM       •The “other” blogger conference       • Started in 2008
Brands, Ingredients, Function, Blogs, Topics      Ketchup                                                           Gluten...
The Venn of Blogger Relations                Relevant                            Blog Niche      Brands   Connection
Brands & Recipes•   Media Post study* indicated that of the top clicked and searched keywords across 16 CPG Brand    websi...
1% of Google searches are recipe related            1 billion searches a month
Gluten Free  Brands
Popular Searches           Google Search Results           Meatloaf recipes blogs 968K      Meatloaf Recipe/Ketchup blogs ...
Gluten Free Recipe BlogsGluten Free Recipe Blogs  Meatloaf w/ Ketchup            Gluten Free Mommy Recipe Blogs
The Gluten Free Ecosystem...                    30mm People with                           IBS                       are G...
What’s the Relevant Connection?     Gluten          Gluten Free   Free Brands         Recipe                 ?    Mommy   ...
Celiac Disease?                                                                               BloggersRecipes   Celiac dis...
Relevant Connection                                  Brand Recipes                           Brand                      Gl...
Creating Relevant Connections       One Niche at a Time
Other Active Blogger Niches•   Diabetics•   Green/Sustainable•   Organic
39
Topics
Relevant Connections•   Successful bloggers create content about topics that they care about, often    passionately care a...
Common Feature For Success•   Call To Action•   Emotional Connection•   Shareable Content•   Add Visible, Unique Value•   ...
Conversational Media Group Process•   Brand Inventory•   Strategy/Content Strategy•   Identify and Evaluate Matching Blog ...
Venn of Blogger Relations
Venn of Blogger Relations
Venn of Blogger Relations
Venn of Blogger Relations
Venn of Blogger Relations
Venn of Blogger Relations
Venn of Blogger Relations
Venn of Blogger Relations
Venn of Blogger Relations
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Venn of Blogger Relations

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  • Transcript of "Venn of Blogger Relations"

    1. 1. The Venn of Blogger Relations Relevant Brands Blog Niche Connection Creating Relevance One Niche at a Time Conversational Media Group 10/18/2011
    2. 2. Agenda• Context/Assumptions• Review of Blogger Programs • Types • Common Features• Current Situation• Recommended Strategic Direction/Examples• Conversational Media Group Process
    3. 3. ContextDefinitions are evolving and lines can blur but broadly speaking... • Blogger Outreach: “Influential” bloggers are identified in various ways and contacted by Brand/Brand representatives and invited to an event, asked to participate in something, provided product or product samples, or some combination (large or small) in exchange for an implicit agreement that they will write about their experience (including disclosing what they received.) It is typically a one-off though sometimes bloggers receive follow up products and invitations. • Blogger Relations: Bloggers within a pre-defined niche are identified and contacted by Brands, Companies or their representatives to engage in an ongoing relationship based upon a mutual connection...the connection between the Brand, the bloggers and the bloggers’ community. Input and opinions is sought in addition to content creation. The relative influence (readership size) of the bloggers is not always as important as their involvement with /passion for the “connection” to the Brand or Companies “agenda.” • Sponsored Content/Conversations: This can be a single blog post or an entire blog but it consists of an explicit agreement that a blogger will write about/review a product (s), service (s), event (s), or on an agreed upon topic in exchange for compensation (direct or through a blogger network). The sponsorship is disclosed.
    4. 4. 19% Say They Trust Paid Reviews Mitigating Factors •Relevance of the Brand to Blogger’s content •Trustiness of the Blogger •Disclosure  Fleishman-Hillard’s 2010 Digital Influence Index (pdf),
    5. 5. Review/TypesAlso overlapping and evolving.... • Brand Ambassadors • Blogging Communities • Sponsored Content • Blogger/Community Manager • Blogging Events • Promotion/Campaign Outreach
    6. 6. FISHERS BRAND AMBASSADORS• Scrapbook evangelists• Trained by Fiskars• Set up Blog• 2006- 6
    7. 7. FISHERS BRAND AMBASSADORS• Scrapbook evangelists• Trained by Fiskars• Set up Blog• 2006- 6
    8. 8. Sharpie Squad•Started in 2009•Mommy bloggers, employees, artistsusers•Non-exclusive• Non-profit outreach
    9. 9. The Happiest Mom
    10. 10. Purina Cat Chow Correspondent
    11. 11. Kleenex Mums
    12. 12. BABBLE
    13. 13. WALMART MOMS
    14. 14. Sponsored Content 14
    15. 15. Ford, Kodak Blogger to Community Manager
    16. 16. P&G at BLOGHER
    17. 17. BLISSDOM •The “other” blogger conference • Started in 2008
    18. 18. Brands, Ingredients, Function, Blogs, Topics Ketchup Gluten Free Diabetes X GMI Recipes Celiac Low Calorie Brand HFCS Organic Healthy FamilyFood, Exercise,Sports Brand Pasta Sauce Brand
    19. 19. The Venn of Blogger Relations Relevant Blog Niche Brands Connection
    20. 20. Brands & Recipes• Media Post study* indicated that of the top clicked and searched keywords across 16 CPG Brand websites • 58% of top 100 keywords were recipe specific • 20% were Brand specific • 18% were food specific • 2% were related to coupons *http://www.mediapost.com/publications/article/134177/Text
    21. 21. 1% of Google searches are recipe related 1 billion searches a month
    22. 22. Gluten Free Brands
    23. 23. Popular Searches Google Search Results Meatloaf recipes blogs 968K Meatloaf Recipe/Ketchup blogs 42.8K Meatloaf Recipes/Ketchup/gluten free blogs 39.9K Heinz Gluten Free blogs 86.4K
    24. 24. Gluten Free Recipe BlogsGluten Free Recipe Blogs Meatloaf w/ Ketchup Gluten Free Mommy Recipe Blogs
    25. 25. The Gluten Free Ecosystem... 30mm People with IBS are Gluten Intolerant
    26. 26. What’s the Relevant Connection? Gluten Gluten Free Free Brands Recipe ? Mommy Bloggers
    27. 27. Celiac Disease? BloggersRecipes Celiac disease affects about 1 percent of the U.S. Population Athletics experts estimate that as many as 10 percent have a related and poorly understood condition known as non-celiac gluten intolerance (NCGI), or gluten sensitivity.
    28. 28. Relevant Connection Brand Recipes Brand Gluten Free Gluten Recipes Free Recipes for Athletes Sports Gluten Free Brands Gluten Free Gluten Free Recipe Recipes Bloggers for Athletes
    29. 29. Creating Relevant Connections One Niche at a Time
    30. 30. Other Active Blogger Niches• Diabetics• Green/Sustainable• Organic
    31. 31. 39
    32. 32. Topics
    33. 33. Relevant Connections• Successful bloggers create content about topics that they care about, often passionately care about, to share with their equally caring and passionate community.• Brands need to connect in a place that transcends the product attributes and even the benefits; the connection should be defined by a shared interest or passion.
    34. 34. Common Feature For Success• Call To Action• Emotional Connection• Shareable Content• Add Visible, Unique Value• If Part of a Campaign, a Mechanism for Ongoing Contact• Metrics to Determine Success
    35. 35. Conversational Media Group Process• Brand Inventory• Strategy/Content Strategy• Identify and Evaluate Matching Blog Niches• Determine Relevant Connection• Identify Bloggers• Develop Pilot Program• Contact Bloggers• Launch Pilot• Measure/Refine/Launch• Measure/Report
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