Practical guide to effective blogger outreach

1 Yomego is a specialist social media agency. We live and breathe social. This expert focus means we are able to track the latest trends and technologies, apply our expert knowledge and deliver relevant insight and strategies to add value by building advocacy and driving sales.

2 Yomego Services Yomego has offices in London and Glasgow
How to embrace social media to build awareness, drive advocacy and, ultimately, contribute to incremental sales.
Strategic Consultancy Design, develop, deliver and manage a wide variety of content including website, games and community sites. Delivery Research & Insight Highlig ht where your audience exists and how to engage them effectively. We also regularly release white papers and write guest blogs on trade platforms. Monitoring and Evaluation Our exclusive Social Media Reputation (SMR) service benchmarks popularity against competitors and provides recommendations in tune with your wider marketing activity.

3 Selection of our Clients

Effective blogger outreach 4
In this session, we’ll cover: -
Blogging platforms
Benefits
Sourcing targets
Working together
Scenarios

Why bother? 5
Cost effective
Highly targeted
Varied readership
Content has potential to go
viral
Familiarity and trust

What can you achieve? 6
Increasing brand awareness
Reaching new audiences
Promoting a specific product or campaign
Getting product feedback
Recruiting attendees to an event
Improve SEO

Blogging Choices 7

Blogger 8
The 13 th most popular site
in the UK
Founded in 1999
More than 400m active
readers
More than 500m blog posts
published on this platform

Blogger 9
The 13 th most popular site
in the UK
Founded in 1999
More than 400m active
readers
More than 500m blog posts
published on this platform

Tumblr 10
The 29 th most popular site in the UK
Launched in 2007
Over 29m blogs containing more than 10bn
posts
The average user creates 14 original posts
and reblogs 3 per month

Tumblr 11
The 29 th most popular site in the UK
Launched in 2007
Over 29m blogs containing more than 10bn posts
The average user creates 14 original posts and reblogs 3 per month

WordPress 12
Wordpress.com and Wordpress.org - Similar sites, different behaviours
Wordpress.org – Open source site, lacks ability to host a site
Wordpress.com – Free platform with hosting
Over 55m sites in the world
600m weekly page views
100k new sites created every day
Wordpress 3.2 – 500k downloads in two days

WordPress 13

Method 14 Q. How do you reach a hundred influential bloggers and make each one of them feel like you’ve read their blog, understand who they are and are writing to them personally?

Method 15 Q. How do you reach a hundred influential bloggers and make each one of them feel like you’ve read their blog, understand who they are and are writing to them personally? A. You read a hundred influential blogs, get to know who the bloggers are, then write to them personally.

Recruitment 16
Who should you target?
Shared target demographic
Reaches many people
Readers consider their content valuable
People who are already interested in your
product
People who are asking questions you can
answer

Recruitment 17

Recruitment 18

A few shortcuts 19

20 About Influence
How do we measure online influence?
Klout score
Twitter followers
Facebook presence
Blog interaction
Noise

Approach 21
Tailor your message
Don’t copy paste
Keep it short
Be honest
Spell out why it’s of value
Be polite
Be accurate

Approach 22 Don’t pitch me. Instead, get to know me, and build a relationship, leave comments on my blog, join the conversation. Find out what I’m interested in. Read my blog, examine the keywords, read the about page, my focus is on Web Strategy, find out what that means! www.web-strategist.com As a blogger myself, I am so much more inclined to want to work with someone who tells me “Never heard about you until yesterday, now I love you” than someone who starts out by saying “I love your blog,” then transitions in Paragraph 2 to the standard form letter pitching the product. Kristen Havens

Approach 23 Hi Thebloggess.com , Hope this note finds you well and you are enjoying your Wednesday . I also wanted to say what a fabulous website!!! I really enjoyed going through it, especially the “You would see the biggest gift would be from me and the card attached would say “Thank you for helping me dig up my dead dog”.” post. Being a mother to a 2 year old and now pregnant with twins, I am constantly searching for valuable information to use from the blogosphere community. It is always neat to hear other mother’s/father’s perspectives. Isn’t being a parent so rewarding!!!

Working with bloggers 24
Be patient
Send follow-up emails
Thank them even if you don’t get a positive
response
Follow up positive replies quickly
Think about how you present product samples
etc.
Be clear on timescales
Have content ready
Remember you don’t have editorial control

Payments and incentives 25
Check bloggers’ policies
Require disclosure
Look for PR badges

Monitoring 26

Outreach done well 27 HP ‘Days of the Dragon’ 84% increase in HDX Dragon sales 10% sales increase 14% traffic increase

… and done badly 28 ConAga Foods/Marie Callender

Q&A 29

30 The Lighthouse 70 Mitchell St Glasgow G1 3LX t. +44 141 582 0600 e. [email_address] @yomegosocial yomego.com Contact Us 2 nd Floor 10-11 Percy St London W1T 1DE t. +44 7530 863 508

Practical guide to effective blogger outreach

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