• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Building Effective Partnerships with Bloggers
 

Building Effective Partnerships with Bloggers

on

  • 1,284 views

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

Statistics

Views

Total Views
1,284
Views on SlideShare
1,284
Embed Views
0

Actions

Likes
3
Downloads
2
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Building Effective Partnerships with Bloggers Building Effective Partnerships with Bloggers Presentation Transcript

    • BUILDING EFFECTIVEPARTNERSHIPS WITH BLOGGERS Daniel Noll and Audrey Scott, Uncornered Market UncorneredMarket.com   info@uncorneredmarket.com   facebook.com/UncorneredMarket   @umarket   slideshare.net/uncorneredmarket  
    • A FEW OF OUR PARTNERS
    • WEBINAR ROAD MAP !   Our story !   Bloggers? Why work with them? !   Case studies !   How to find your blogger !   Cooperation models !   Metrics and success
    • WHERE ARE PEOPLE GETTING THEIR INFORMATION? !   Internet search !   Social media !   Family and friends !   Review sites (e.g., Trip Advisor) !   Traditional print
    • 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
    • IF YOU CAN IMAGINE IT,THERE IS A BLOG ABOUT IT Remember: Overlaps between areas, niches inside of them.
    • 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
    • STORY MODELS!   Changing perceptions!   Existing product, new story line!   Birth of a new product!   Reaching new demographics
    • 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
    • SHIFT FROM HOBBY TOPROFESSIONAL: WHAT THIS MEANS !   More professional, higher quality !   Bloggers expecting more !   More competition !   The new superstar
    • 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.
    • THE POWER OF... !   Reaching a blogger’s targeted audience !   A bloggers endorsement
    • 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
    • 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.
    • CASE STUDY: G ADVENTURES !   Wanderers in Residence Program !   Everything-Everywhere.com G Adventures Tour
    • CASE STUDY: EXPEDIA’S BLOGGER OUTREACH !   Twitter Chat - #Expchat !   Live tweeting events (e.g., film festivals) and vacations Expedia wants to promote
    • 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
    • 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?
    • DEFINE YOUR BLOGGERCOOPERATION GOALS!   How does this cooperation fit with larger corporate strategy?!   What are you hoping to achieve?!   What are the measurable outcomes?
    • HOW TO FIND THE RIGHTBLOGGER: QUALITATIVE Define what you are looking for to promote your brand: !   Target audience !   Content style and tone !   Niche
    • 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.
    • CONAGRA: WRONG MATCH “Our entire meal was a SHAM!” Suzanne Chan, Mom Confessionals blog!   Bait and Switch. !   Not the right bloggers for product.
    • A LOOK AT NUMBERS:WHERE TO FIND THEM !   Unique Visitors ! Pageviews !   Demographics (country, gender, age) !   RSS/newsletter !   Twitter/Facebook community
    • “Not everything that can becounted counts, and not everything that counts can be counted.” - Albert Einstein
    • QUALITATIVE FACTORS !   Tone and quality of content !   Quality of engagement !   Trust of audience !   Other outlets
    • 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?
    • 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
    • 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
    • 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!
    • NO BLUEPRINT FORBLOGGER COOPERATIONEXPERIMENT!
    • ULTIMATE GOAL: LONG TERM RELATIONSHIP
    • MEASURING RESULTS:SUCCESS METRICS !   Blog analytics !   Engagement !   Reach of Tweets !   Promo codes !   Click-throughs
    • MEASURING ENGAGEMENT !   Comments !   Retweets !   Facebook Likes
    • TWITTER REACH -HASHTRACKING/TWEETREACH
    • FACEBOOK: ENGAGEMENT AND REACH
    • 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
    • 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
    • WORKING WITH BLOGGERS:DURING COOPERATION!   Provide blogger with tools he needs to do his job!   Co-Promotion of content!   Stay flexible, troubleshoot
    • WORKING WITH BLOGGERS: AFTER COOPERATION!   Continued co-promotion!   Supporting blogger in ambassador role!   Start thinking of the next project
    • UPSHOT!  This is a human experience!  Relationship!  Patience!  Fun
    • 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