Your SlideShare is downloading. ×
0
Bloggers & Nonpro ts: Symbiotic      Relationships      With Special Guest, David Roberts of Grist.org      December 14, 2...
About Resource Media   -­‐ 	  Communications Strategy   -  Execution + Outreach   -  Digital + Social Media   -  Environme...
What We’ll Cover Today                         1.  Blogger trends                         2.  Building blogger relationshi...
Have a Question? Need Help?www.resource-media.org
Blogger Trendswww.resource-media.org
Why Engage Bloggers?                         - Alternate vehicle for reaching your                           audiences    ...
Blogger Trends                 - Still popular despite social media growth                 - Blogosphere is diversifying  ...
Who are Bloggers Today?                          Demographics:                          - 2/3 male                        ...
Blogging Landscape                         - Diminished resources for mainstream                           media          ...
Blogger Trends in Social Media                                 Bloggers use social media to:                              ...
What Motivates Bloggers?                           Motivators:                           - Personal satisfaction (value)  ...
What in uences blog topics?                         - Conversations with friends                         - Online news agg...
Building Blogger Relationswww.resource-media.org
Who’s Your Friend?www.resource-media.org
Who Should I Reach Out To?                             Look at:                             - Who’s blogging on this alrea...
Getting to Know You                      - Leave meaningful comments and                        re-tweet                  ...
Increase Their Pro lewww.resource-media.org
Starting the Conversationwww.resource-media.org
Review Your Checklist                        - Does your blogger outreach fit into a                          larger commu...
Review Your Checklist                        - Does your blogger outreach fit into a                          larger commu...
Make Your Pitch                  - Be brief                  - Make it easy for them                  - No press releases ...
Know Alternate Routes                        - Twitter                        - Facebook                        - Other bl...
Case Studies:                         Symbiotic Relationships in                                  the Blogospherewww.resou...
Coordinating Blogger Support andResourceswww.resource-media.org
Targeting Policy Makers on Energy Ef ciency                              - Research: Find blogs most influential          ...
Building Buzz at the Local Level                               - Built blog and Twitter buzz in advance of                ...
Common Threads                         - Develop an outreach plan                         - Start with a good reputation/p...
How Bloggers View                                Nonpro tswww.resource-media.org
“We are not your foot soldiers.”
Know Who You’re Talking Towww.resource-media.org
Consider Both Sideswww.resource-media.org
What’s Your Brand?www.resource-media.org
What Have You Done Lately?                             - Clarify your mission succinctly                             - Upd...
Takeaways            - Blogs can micro-target an audience that cares            - Cultivate relationships before you need ...
Special Guest:                         Dave Roberts of Grist                                     @drgristwww.resource-medi...
Moderators                Brendan McLaughlin           Sian Wu                brendan@resource-media.org   sian@resource-m...
Thank you.www.resource-media.org@twittername#Rmhashtag  www.resource-media.org
Upcoming SlideShare
Loading in...5
×

Simple Steps for Building Blogger Relationships

817

Published on

According to a recent study by BlogPulse, almost 1.5 million blogs are on the web and about 57,000 new blogs are created every day. Established bloggers are increasingly viewed as trusted information sources in part due to newsroom layoffs and diminished faith in traditional media outlets. Are you incorporating blogger outreach within your communications plans? Do you know how to approach bloggers and talk about your work in a way that helps them and you? If not, you'll want to view this presentation.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
817
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Simple Steps for Building Blogger Relationships"

  1. 1. Bloggers & Nonpro ts: Symbiotic Relationships With Special Guest, David Roberts of Grist.org December 14, 2011Rafi Ben Aharon www.resource-media.org
  2. 2. About Resource Media -­‐   Communications Strategy -  Execution + Outreach -  Digital + Social Media -  Environmental + Health Focus Focus Policy
  3. 3. What We’ll Cover Today 1.  Blogger trends 2.  Building blogger relationships 3.  Starting the conversation 4.  Case studies 5.  How bloggers view non-profits 6.  Special guest: David Roberts of Grist.orgwww.resource-media.org
  4. 4. Have a Question? Need Help?www.resource-media.org
  5. 5. Blogger Trendswww.resource-media.org
  6. 6. Why Engage Bloggers? - Alternate vehicle for reaching your audiences - Another channel for engaging your supporters - Crisis management toolwww.resource-media.org
  7. 7. Blogger Trends - Still popular despite social media growth - Blogosphere is diversifying - Focus on political and environmental issues - Bloggers are intrinsically motivated
  8. 8. Who are Bloggers Today? Demographics: - 2/3 male - 65% ages 18-44 - 33% US-based - 48% are parents (rise in mommy bloggers) - 50% employed FT - 1/3 have a foundation in traditional mediawww.resource-media.org
  9. 9. Blogging Landscape - Diminished resources for mainstream media - Online publishing filling the gap - More appetite for opinionated commentarywww.resource-media.org
  10. 10. Blogger Trends in Social Media Bloggers use social media to: - Promote blog content - Share interesting links with larger community - Get updates on trends, buzz in area of blog focuswww.resource-media.org
  11. 11. What Motivates Bloggers? Motivators: - Personal satisfaction (value) - Number of unique visitors gained (awareness) - Number of posts / comments on posts (engagement)www.resource-media.org
  12. 12. What in uences blog topics? - Conversations with friends - Online news aggregators - Traditional news organizationswww.resource-media.org
  13. 13. Building Blogger Relationswww.resource-media.org
  14. 14. Who’s Your Friend?www.resource-media.org
  15. 15. Who Should I Reach Out To? Look at: - Who’s blogging on this already - Who has a community/following - Various authority levels
  16. 16. Getting to Know You - Leave meaningful comments and re-tweet - Email or tweet ideas for future posts - Offer resources and assistance
  17. 17. Increase Their Pro lewww.resource-media.org
  18. 18. Starting the Conversationwww.resource-media.org
  19. 19. Review Your Checklist - Does your blogger outreach fit into a larger communications strategy? - Do you know who you want to reach and why? - Do you know how to best reach them? - Is your issue something they’d be interested in?
  20. 20. Review Your Checklist - Does your blogger outreach fit into a larger communications strategy? - Do you know who you want to reach and why? - Do you know how to best reach them? - Is your issue something they’d be interested in?
  21. 21. Make Your Pitch - Be brief - Make it easy for them - No press releases - Have a simple, high impact call to action - Get to know them
  22. 22. Know Alternate Routes - Twitter - Facebook - Other blogs
  23. 23. Case Studies: Symbiotic Relationships in the Blogospherewww.resource-media.org
  24. 24. Coordinating Blogger Support andResourceswww.resource-media.org
  25. 25. Targeting Policy Makers on Energy Ef ciency - Research: Find blogs most influential with policy makers - Social media release and blog pitch - Blog content informs in the face of a news blackout
  26. 26. Building Buzz at the Local Level - Built blog and Twitter buzz in advance of report release - Used relevant keywords - Used geographic-specific findings - Social media extends life span of media storywww.resource-media.org
  27. 27. Common Threads - Develop an outreach plan - Start with a good reputation/passionate cause - Diversify your media outreach efforts - Know bloggers well - Make it easy for bloggers and tweeters - Track results - Provide regular updateswww.resource-media.org
  28. 28. How Bloggers View Nonpro tswww.resource-media.org
  29. 29. “We are not your foot soldiers.”
  30. 30. Know Who You’re Talking Towww.resource-media.org
  31. 31. Consider Both Sideswww.resource-media.org
  32. 32. What’s Your Brand?www.resource-media.org
  33. 33. What Have You Done Lately? - Clarify your mission succinctly - Update on real progress - Talk about specific programs and successes - It takes a village
  34. 34. Takeaways - Blogs can micro-target an audience that cares - Cultivate relationships before you need them - Know bloggers well and how they perceive you - Attribute and share blog content - Keep in mind “what’s in it for them” - Become a valuable resource
  35. 35. Special Guest: Dave Roberts of Grist @drgristwww.resource-media.org
  36. 36. Moderators Brendan McLaughlin Sian Wu brendan@resource-media.org sian@resource-media.org @sian_i_am, @ThatsSoEcowww.resource-media.org
  37. 37. Thank you.www.resource-media.org@twittername#Rmhashtag www.resource-media.org
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×