Working with Blogs, by Steve Raye at Tales of the Cocktail

Social Media Marketing and Working with Blogs Steve Raye Brand Action Team TOTC July 9, 2009

Traditional and Social Media Marketing are Different
Traditional
One way communication
With a disinterested party
Whose attention the supplier has to engage
Creative = intrusion
SMM
Two-way communication
With an interested party
Who initiates the conversation
Creative = relevance

Social Media Marketing “Flavors”
Blogs: Online Diary, one person’s point of view
Art of Drink, Cocktail Chronicles, Alcademics
Websites/Forums/Newsgroups: Moderated conversations around subjects of mutual interest.
About.com/Cocktails, Webtender, iDrink
Social Networks: Unmoderated conversations among individuals sharing a common passionate interest.
Facebook
Twitter
YouTube

Marketers Say The Most Effective SMM Tools Are…

Brands Are Shifting Mktg. $ to SMM Adding Reducing

Blogs Displacing Traditional Media

And Blog Outreach Impacts Traditional

SMM Strategies
1. Get consumers to your content
2. Get your content to where consumers already are
On your Website
On the Web
Blogs, Sites/Forums/Wikis, Social Networks, Search (Paid and Organic), Ecomm

Old School: PR, was Mass
Create a list of magazine, newspaper, broadcast writers, editors, influencers
Mail or email one release to everybody
Follow up and ask if they are interested in writing about it

1. Listen 2. Engage 3. Participate Become part of the conversation, patiently 4. Measure Benchmark, Δ Always bring something of value to their readers. Text AND subtext New School: SMM, it’s Personal

Our Social Media Marketing Process
Read every post daily and understand what they’re talking about
Understand the rules (written and unwritten) and don’t try to circumvent the system
Be transparent, don’t hide who you are and who you’re working for
Identify what’s important to each (ratings, reviews, recipes, access, exclusives)

Paul Clarke: Cocktail Chronicles and Serious Eats Likes: Classic cocktails, cocktail history Dislikes: Frou Frou drinks, PR people who don’t “get it.” Serious Eats Blog: 820,282 unique visitors/month Serious Eats on Twitter: 9,690 followers Cocktail Chronicles Blog: 25,353 unique visitors/month Cocktail Chronicles on Twitter: 292 followers Qualifying Influencers

What do Bloggers Want from Marketers?
Traffic and links
Respect: As influencer
Samples: so they can make their own recipes (and don’t send 50mls!)
Content: Photos, exclusives/scoops, personal support, fun program ideas that the Blogger can engage with and generate their own content about.
Access: interviews with distillers, brand ambassadors, marketing
Advertising Support

What Do Marketers Want From Bloggers?
Traffic and links
Photos of the brands/labels/programs, recipes and photos
Links/posts to other assets: videos, maps, reviews, ratings, recipes etc.
Promote awareness of brands and reinforce key communication points

SMM Management Tools
Consolidates Blog, Social Network and Website monitoring into a common database.
Allows us to see everything…who’s talking, about what, how much, when, and to whom.
When and how much they’re talking

SMM Management Tools Irish Whiskey - What they’re talking about Related Words

SMM Management Tools

Doing it WRONG!

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Working with Blogs, by Steve Raye at Tales of the Cocktail

by Steve Raye on Aug 15, 2009

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