Practical guide to effective blogger outreach
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Practical guide to effective blogger outreach

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Practical guide to effective blogger outreach Practical guide to effective blogger outreach Presentation Transcript

  •  
  • 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