Building Effective Partnerships with Bloggers

  • 961 views
Uploaded on

This slideshow covers the following topics: …

This slideshow covers the following topics:
- who are bloggers and what do they do
- why partner with bloggers to get your brand out there
- case studies on effective blogger partnerships (travel, technology, food and mom blog industries)
- how to find the right blogger to work with (quantitative and qualitative)
- best practices on reaching out to bloggers
- how to develop long term relationships with bloggers
- types of blogger partnerships
- metrics of evaluating blogger partnerships
- how to work with bloggers before, during, and after campaigns

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
961
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
2
Comments
0
Likes
4

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. BUILDING EFFECTIVEPARTNERSHIPS WITH BLOGGERS Daniel Noll and Audrey Scott, Uncornered Market UncorneredMarket.com   info@uncorneredmarket.com   facebook.com/UncorneredMarket   @umarket   slideshare.net/uncorneredmarket  
  • 2. A FEW OF OUR PARTNERS
  • 3. WEBINAR ROAD MAP !   Our story !   Bloggers? Why work with them? !   Case studies !   How to find your blogger !   Cooperation models !   Metrics and success
  • 4. WHERE ARE PEOPLE GETTING THEIR INFORMATION? !   Internet search !   Social media !   Family and friends !   Review sites (e.g., Trip Advisor) !   Traditional print
  • 5. WHAT ROLE DO BLOGS PLAY? 77 of internet users read blogs 52 of blog readers said that a post affected their decision 46 of consumers indicate that they trust traditional media less than they did five years ago
  • 6. IF YOU CAN IMAGINE IT,THERE IS A BLOG ABOUT IT Remember: Overlaps between areas, niches inside of them.
  • 7. IMPORTANCE OF STORY WHOSE STORY DO I LIKE !   Story is a differentiator AND WHO CAN HELP !   People follow a blogger’s story TELL MY STORY? !   Piggy back on a blogger’s story
  • 8. STORY MODELS!   Changing perceptions!   Existing product, new story line!   Birth of a new product!   Reaching new demographics
  • 9. WHY ARE BLOGGERS EFFECTIVE? !   Personal. Personality !   Real experiences !   Trust factor. Independent !   Exposure: Immediate & Long Term !   Authority “People don’t trust entities. People trust people.” - Tim Ferriss, author of The 4-Hour Workweek
  • 10. SHIFT FROM HOBBY TOPROFESSIONAL: WHAT THIS MEANS !   More professional, higher quality !   Bloggers expecting more !   More competition !   The new superstar
  • 11. PROFESSIONAL BLOGGERS TAKING THE MAIN STAGE!   Fashion bloggers getting first row seats during fashion week, designing new product lines (H&M)!   Pantene choosing a beauty blogger for commercials and spokesperson Bloggers are no longer hiding out in parents’ basement.
  • 12. THE POWER OF... !   Reaching a blogger’s targeted audience !   A bloggers endorsement
  • 13. THE TIM FERRIS EFFECT “If you take a print magazine with a million personcirculation, and a blog with a devout readership of 1 million, for the purpose of selling anything that can be sold online,the blog is infinitely more powerful, because it’s only a click away.” - Tim Ferriss, author of The 4-Hour Workweek Amazon rank from 1,295 to 45 after Michael Ellsberg appeared on Tim Ferriss’ blog
  • 14. CASE STUDY: JORDAN TOURISM BOARD !   Goals: Increase awareness of Jordan & publicize Jordan’s safety in midst of Middle East !   Blogger trips & social media activities !   Bloggers became destination ambassadors.
  • 15. CASE STUDY: G ADVENTURES !   Wanderers in Residence Program !   Everything-Everywhere.com G Adventures Tour
  • 16. CASE STUDY: EXPEDIA’S BLOGGER OUTREACH !   Twitter Chat - #Expchat !   Live tweeting events (e.g., film festivals) and vacations Expedia wants to promote
  • 17. CASE STUDY: VONAGE MOBILE APP "...the mobile calling app Vonage introduced last week has taken off like a bottle rocket with nary a marketing dollar spent to support it." The Motley Fool, investment advice !   What Vonage did: partnered with a diverse group of niche bloggers to review their app and announce on social media
  • 18. CASE STUDY: MOM BLOGGERS!   Powerful group, dedicated audience!   American Express gives PrudentBaby.com 15,000 reward points worth $1,500!   Prudent Baby uses reward points to redesign deck!   Makes a video about project that gets 300k views!   Good investment?
  • 19. DEFINE YOUR BLOGGERCOOPERATION GOALS!   How does this cooperation fit with larger corporate strategy?!   What are you hoping to achieve?!   What are the measurable outcomes?
  • 20. HOW TO FIND THE RIGHTBLOGGER: QUALITATIVE Define what you are looking for to promote your brand: !   Target audience !   Content style and tone !   Niche
  • 21. CASE STUDY: CONAGRA !   ConAgra (with Ketchum’s advice) invites New York’s top mom and food bloggers to a private, exclusive dinner. !   New product launch.
  • 22. CONAGRA: WRONG MATCH “Our entire meal was a SHAM!” Suzanne Chan, Mom Confessionals blog!   Bait and Switch. !   Not the right bloggers for product.
  • 23. A LOOK AT NUMBERS:WHERE TO FIND THEM !   Unique Visitors ! Pageviews !   Demographics (country, gender, age) !   RSS/newsletter !   Twitter/Facebook community
  • 24. “Not everything that can becounted counts, and not everything that counts can be counted.” - Albert Einstein
  • 25. QUALITATIVE FACTORS !   Tone and quality of content !   Quality of engagement !   Trust of audience !   Other outlets
  • 26. A DOSE OF SKEPTICISM !   A pageview does not necessarily equal an impression. Take a look at amount of time spent on site. !   Beware of echo chambers. Are you really reaching your target audience?
  • 27. REACHING OUT TO BLOGGERS: THE DO’S !   Make a personal connection !   Ask for ideas !   Be creative !   Lay groundwork for a long term relationship !   Attend conferences and tweet ups to meet bloggers
  • 28. REACHING OUT: THE DON’TS Hello Blogger, I have a great service/product/deal that is not connected to your niche. !   Don’t spam. Press Releases=bad. !   Don’t assume (or demand) free promotion !   Don’t treat bloggers as non professionals or assume all the same
  • 29. TYPES OF BLOGGER COOPERATION!   Providing free product/service in exchange for review!   Advertising!   Contests and Giveaways!   Hosting Twitter chats!   Brand Ambassador Remember: Bloggers need to disclose!
  • 30. NO BLUEPRINT FORBLOGGER COOPERATIONEXPERIMENT!
  • 31. ULTIMATE GOAL: LONG TERM RELATIONSHIP
  • 32. MEASURING RESULTS:SUCCESS METRICS !   Blog analytics !   Engagement !   Reach of Tweets !   Promo codes !   Click-throughs
  • 33. MEASURING ENGAGEMENT !   Comments !   Retweets !   Facebook Likes
  • 34. TWITTER REACH -HASHTRACKING/TWEETREACH
  • 35. FACEBOOK: ENGAGEMENT AND REACH
  • 36. KNOCK ON EFFECTS FROMBLOGGER COOPERATION !   89% of journalists conduct research on blogs !   Interviews and media coverage resulting from cooperation !   Blogger becomes authority !   Your brand and story gets included at conferences
  • 37. WORKING WITH BLOGGERS:BEFORE COOPERATION !   Make clear your goals for the project !   Ask for input, work together - blogger knows audience !   Build the relationship, develop trust
  • 38. WORKING WITH BLOGGERS:DURING COOPERATION!   Provide blogger with tools he needs to do his job!   Co-Promotion of content!   Stay flexible, troubleshoot
  • 39. WORKING WITH BLOGGERS: AFTER COOPERATION!   Continued co-promotion!   Supporting blogger in ambassador role!   Start thinking of the next project
  • 40. UPSHOT!  This is a human experience!  Relationship!  Patience!  Fun
  • 41. THANK YOU!Let’s continue the conversation. Connect with us on: ! UncorneredMarket.com ! info@UncorneredMarket.com ! Twitter.com/umarket ! Facebook.com/UncorneredMarket !   LinkedIn: Audrey Scott & Daniel Noll