This document discusses working with bloggers and influencers to achieve publicity outcomes. It provides insights from research with 40 top UK bloggers on what works best. Key findings include that bloggers are increasingly using video and Instagram but blogs still see higher engagement. Bloggers receive many partnership requests but only work with a quarter due to poor brand fit or budget. For successful partnerships, brands need to understand the blogger's channels and followers, have clear expectations and briefs, and promote the content beyond just the blog post.

1. PUBLICASITY OUTCOMES MATTER
• WHO WE ARE
• BRAND AND BLOGGERS – WORKING TOGETHER
• OUR RESEARCH – FEEDBACK FROM 40 TOP BLOGGERS
• INSIGHTS FROM JEN STANBROOK
• QUESTIONS & ANSWERS
IN THE NEXT 40
minutes

2. PUBLICASITY OUTCOMES MATTER
Influence
ONE OF THE MOST MISUSED WORDS IN
OUR INDUSTRY
WHAT IS INFLUENCE?
THE ABILITY TO CAUSE OR
CONTRIBUTE TO A CHANGE IN
OPINION OR BEHAVIOUR
WHO IS AN INFLUENCER?
A PERSON OR GROUP WHO POSSESS
GREATER THAN AVERAGE
POTENTIAL TO INFLUENCE, DUE TO
ATTRIBUTES SUCH AS FREQUENCY OF
COMMUNICATION, PERSONAL
PERSUASIVENESS OR SIZE OF, OR
IMPORTANCE IN, A SOCIAL NETWORK
PUBLICASITY OUTCOMES MATTER

3. PUBLICASITY OUTCOMES MATTER
WHY THEY ARE SO IMPORTANT FOR BRANDS?
• THIRD PARTY CONTENT PROVIDES LEGITIMACY
• BRANDS CAN ACCESS ESTABLISHED, ENGAGED SOCIAL COMMUNITIES
WITH SPECIFIC INTERESTS
• MULTI CHANNEL EXECUTION
WHAT ARE THE WAYS IN WHICH BRANDS CAN WORK WITH
Bloggers…?
BRAND/INFLUENCER PARTNERSHIPS

4. PUBLICASITY OUTCOMES MATTER
SPONSORED POSTS
SPONSORED POSTS ALLOW THE BRAND STORY
TO BE TOLD WITH A UNIQUE VOICE AND
GUARANTEED REACH ACROSS CHANNELS

5. PUBLICASITY OUTCOMES MATTER
SPONSORED POSTS
BLOGGERS ARE INTERESTED
IN EXPERIENCES,
NOT NEWS STORIES

6. PUBLICASITY OUTCOMES MATTER
CREATING BRAND ASSETS
IMAGES, VIDEO AND ARTICLES FOR BRANDS
TO USE ON SOCIAL AND IN PROMOTIONAL
MATERIAL

7. PUBLICASITY OUTCOMES MATTER
REVIEWS
YOUR PRODUCT MUST BE OF GENUINE INTEREST
TO THE BLOGGER AND READERS.
IN ORDER TO BE LEGITIMATE, REVIEWS SHOULD
NOT BE SPONSORED

8. PUBLICASITY OUTCOMES MATTER
COMPETITIONS / GIVEAWAYS
COMPETITIONS OFFER MULTIPLE WAYS TO GET
THE BLOGGER’S FOLLOWERS INVOLVED - AND
GENERATE NEW CONTACTS FOR THE BRAND

9. PUBLICASITY OUTCOMES MATTER
GIFTING
PROVIDING A PRODUCT OR EXPERIENCE
WITHOUT ASKING ANYTHING IN RETURN CAN
YIELD TREMENDOUS RESULTS

10. PUBLICASITY OUTCOMES MATTER
EVENT SPOKESPEOPLE
A DEEPER LEVEL OF PARTNERSHIP CAN BE
ACHIEVED WITH BY APPOINTING THE RIGHT
INFLUENCER TO BE YOUR BRAND’S VOICE

11. PUBLICASITY OUTCOMES MATTER
Our
Research

12. PUBLICASITY OUTCOMES MATTER
WE SURVEYED 40 LEADING UK BLOGGERS AND
VLOGGERS TO FIND OUT THEIR OPINIONS ABOUT
BRAND PARTNERSHIPS:
WHAT WORKS?
WHAT DOESN’T WORK?
HOW THEY SEE THEIR ONLINE INFLUENCE
CHANGING OVER THE NEXT YEAR?

13. PUBLICASITY OUTCOMES MATTER
OUR SURVEY SUBJECTS ARE INFLUENTIAL ACROSS
THE FOLLOWING SECTORS
Lifestyle
experience

14. PUBLICASITY OUTCOMES MATTER
28% OF BLOGGERS HAVE
5+ YEARS EXPERIENCE
OVER HALF HAVE BEEN
AT IT MORE 3+ YEARS
Their experience

15. PUBLICASITY OUTCOMES MATTER
What social channels
are they currently using?
92%100% 100% 100% 12%
blog
100%
* Their interest expands
beyond their own platforms
– 65% write guest posts for
other blogs or publications)
62%

16. PUBLICASITY OUTCOMES MATTER
What channels will be most
important moving forward?
16% 16%50%83% 2.5% 2.5%
Social media channels
bloggers said would be
most important next year
25%

17. PUBLICASITY OUTCOMES MATTER
Video is a
major focus
62% ALREADY HAVE A YOUTUBE CHANNEL THAT THEY
REGULARLY UPDATE
70% PLAN TO SUBSTANTIALLY INCREASE THE AMOUNT OF
VIDEO CONTENT THEY PRODUCE NEXT YEAR
THIS IS IMPORTANT BECAUSE YOUTUBERS HAVE EMERGED
AS A FORCE TO RIVAL TELEVISION
PUBLICASITY OUTCOMES MATTER

18. PUBLICASITY OUTCOMES MATTER
But it has to be appropriate

19. PUBLICASITY OUTCOMES MATTER
Instagramers
INSTAGRAM-ONLY INFLUENCERS ARE
STARTING TO SECURE PARTNERSHIPS
WITH BRANDS
HUGE REACH IS POSSIBLE BUT WITH
MINIMAL COPY OR IN-DEPTH
INFORMATION. LINKS TO EXTERNAL
SITES MAY ONLY APPEAR IN THE BIO
CAN YOUR BRAND STORY BE TOLD
THROUGH A VISUAL MEDIUM?

20. PUBLICASITY OUTCOMES MATTER
Which content is most engaging?
BLOG POSTS GET THE MOST
ENGAGEMENT, FOLLOWED BY
INSTAGRAM PICS
THERE ARE A GROWING
NUMBER OF INSTAGRAMERS AND
YOUTUBERS WHO SEE MOST
ENGAGEMENT ON THOSE CHANNELS
– BUT LINK CLICKS REMAIN HIGHER
ON BLOGS

21. PUBLICASITY OUTCOMES MATTER
BLOGGERS ARE FREQUENTLY APPROACHED BY BRANDS:
• 26 APPROACHES PER MONTH ON AVERAGE
• BUT THEY WORK WITH FEWER THAN A QUARTER
OF THESE (24%)
WE BELIEVE THAT PROPER RESEARCH BY THE BRAND OR
THEIR PR AGENCY IS THE KEY TO CREATING SUCCESSFUL
PARTNERSHIPS WITH BLOGGERS
Bloggers are
in demand
PUBLICASITY OUTCOMES MATTER

22. PUBLICASITY OUTCOMES MATTER
TOP REASONS BLOGGERS CHOOSE NOT TO WORK
WITH A BRAND:
1. NOT THE RIGHT FIT FOR THE BRAND (52%)
POOR RESEARCH BY BRAND / BLOGGER IS NOT
PERSONALLY INTERESTED IN THE BRAND
2. LACK OF BUDGET (41%)
3. UNREASONABLE DEMANDS (16%)
WANTING FOLLOW LINKS OR TOO MUCH CONTROL
OVER CONTENT
Where brands
go wrong

23. PUBLICASITY OUTCOMES MATTER
THE KEYS TO AN EFFECTIVE PARTNERSHIP:
1. GOOD COMMUNICATION
2. A CLEAR BRIEF (AND EXPECTATIONS)
3. GOOD WORKING RELATIONSHIP (WITH AGENCY OR BRAND)
4. A LONG TERM FOCUS
5. A BRAND THAT CO-PROMOTES THEIR CONTENT
What bloggers
want from brands
PUBLICASITY OUTCOMES MATTER

24. PUBLICASITY OUTCOMES MATTER
SELECTED BLOGGERS (ACCORDING TO REACH,
RELEVANCE, FREQUENT, ENGAGEMENT)
SET CLEAR EXPECTATIONS
(THROUGH BLOGGER AGREEMENT)
LET BLOGGERS TAILOR CONTENT TO
SUIT THEIR OWN STYLE
PROVIDED ASSETS AND MESSAGING
TAILORED TO EACH SPECIFIC SOCIAL
MEDIA CHANNEL
BOOSTED REACH THROUGH PAID
PROMOTION
HOW THIS WORKED WITH HOMESENSE

25. PUBLICASITY OUTCOMES MATTER
Remember!
1. UNDERSTAND THEIR KEY CHANNELS AND HOW
FOLLOWERS INTERACT THROUGH THEM
2. HOW DOES THIS MATCH YOUR DESIRED OUTCOMES
(CLICKS, MENTIONS, REACH)?
3. REVIEW PAST PARTNERSHIPS THAT THEY HAVE HAD
WITH BRANDS
4. PUT TOGETHER A CLEAR BRIEF THAT LAYS OUT
MUTUAL EXPECTATIONS
5. THINK BEYOND THE POST – HOW ARE YOU GOING TO
MAKE THE MOST OF THE CONTENT?
PUBLICASITY OUTCOMES MATTER