Simple Steps for Building Blogger Relationships
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Simple Steps for Building Blogger Relationships

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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 ...

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.

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Simple Steps for Building Blogger Relationships Presentation Transcript

  • 1. Bloggers & Nonpro ts: Symbiotic Relationships With Special Guest, David Roberts of Grist.org December 14, 2011Rafi Ben Aharon www.resource-media.org
  • 2. About Resource Media -­‐   Communications Strategy -  Execution + Outreach -  Digital + Social Media -  Environmental + Health Focus Focus Policy
  • 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. Have a Question? Need Help?www.resource-media.org
  • 5. Blogger Trendswww.resource-media.org
  • 6. Why Engage Bloggers? - Alternate vehicle for reaching your audiences - Another channel for engaging your supporters - Crisis management toolwww.resource-media.org
  • 7. Blogger Trends - Still popular despite social media growth - Blogosphere is diversifying - Focus on political and environmental issues - Bloggers are intrinsically motivated
  • 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. Blogging Landscape - Diminished resources for mainstream media - Online publishing filling the gap - More appetite for opinionated commentarywww.resource-media.org
  • 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. 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. What in uences blog topics? - Conversations with friends - Online news aggregators - Traditional news organizationswww.resource-media.org
  • 13. Building Blogger Relationswww.resource-media.org
  • 14. Who’s Your Friend?www.resource-media.org
  • 15. Who Should I Reach Out To? Look at: - Who’s blogging on this already - Who has a community/following - Various authority levels
  • 16. Getting to Know You - Leave meaningful comments and re-tweet - Email or tweet ideas for future posts - Offer resources and assistance
  • 17. Increase Their Pro lewww.resource-media.org
  • 18. Starting the Conversationwww.resource-media.org
  • 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. 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. 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. Know Alternate Routes - Twitter - Facebook - Other blogs
  • 23. Case Studies: Symbiotic Relationships in the Blogospherewww.resource-media.org
  • 24. Coordinating Blogger Support andResourceswww.resource-media.org
  • 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. 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. 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. How Bloggers View Nonpro tswww.resource-media.org
  • 29. “We are not your foot soldiers.”
  • 30. Know Who You’re Talking Towww.resource-media.org
  • 31. Consider Both Sideswww.resource-media.org
  • 32. What’s Your Brand?www.resource-media.org
  • 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. 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. Special Guest: Dave Roberts of Grist @drgristwww.resource-media.org
  • 36. Moderators Brendan McLaughlin Sian Wu brendan@resource-media.org sian@resource-media.org @sian_i_am, @ThatsSoEcowww.resource-media.org
  • 37. Thank you.www.resource-media.org@twittername#Rmhashtag www.resource-media.org