Venn of Blogger Relations
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Venn of Blogger Relations

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Venn of Blogger Relations Venn of Blogger Relations Presentation Transcript

  • The Venn of Blogger Relations Relevant Brands Blog Niche Connection Creating Relevance One Niche at a Time Conversational Media Group 10/18/2011
  • Agenda• Context/Assumptions• Review of Blogger Programs • Types • Common Features• Current Situation• Recommended Strategic Direction/Examples• Conversational Media Group Process
  • 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.
  • 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),
  • Review/TypesAlso overlapping and evolving.... • Brand Ambassadors • Blogging Communities • Sponsored Content • Blogger/Community Manager • Blogging Events • Promotion/Campaign Outreach
  • FISHERS BRAND AMBASSADORS• Scrapbook evangelists• Trained by Fiskars• Set up Blog• 2006- 6
  • FISHERS BRAND AMBASSADORS• Scrapbook evangelists• Trained by Fiskars• Set up Blog• 2006- 6
  • 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 Free Diabetes X GMI Recipes Celiac Low Calorie Brand HFCS Organic Healthy FamilyFood, Exercise,Sports Brand Pasta Sauce Brand
  • 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 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
  • 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 42.8K Meatloaf Recipes/Ketchup/gluten free blogs 39.9K Heinz Gluten Free blogs 86.4K
  • Gluten Free Recipe BlogsGluten Free Recipe Blogs Meatloaf w/ Ketchup Gluten Free Mommy Recipe Blogs
  • The Gluten Free Ecosystem... 30mm People with IBS are Gluten Intolerant
  • What’s the Relevant Connection? Gluten Gluten Free Free Brands Recipe ? Mommy Bloggers
  • 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.
  • 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
  • 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 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.
  • 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
  • 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