The power of bloggers as the new media is undeniable. This presentation will teach you how to build a blogger community around your brand and leverage the power and influence of this new media to increase traffic to your site, draw in your ideal customer and make more money.

1. BLOGGER
NETWORKDIY

2. • Why Bloggers?
• Blogs vs. Traditional Media
• Blogger Outreach
BLOGGER
NETWORKDIY

3. The New Media
Why Bloggers?
• One of the most influential digital resources for
consumer purchases
• Community builders
• The fifth-most trustworthy source overall for
information on the internet
* Technorati’s Digital Influence Report

4. The New Media
Hubspot’s State of Inbound 2014

5. The New Media
Hubspot’s State of Inbound 2014

6. The New Media
* Hubspot’s State of Inbound 2014

7. The New Media
2Xas many marketers say inbound delivers
below average cost per lead than
outbound methods.
Hubspot’s State of Inbound 2014

8. The New Media
54%More leads are generated by inbound
tactics than traditional paid marketing.
Hubspot’s State of Inbound 2014

9. The New Media vs.
Traditional Media
SCOPE - Smaller community, bigger influence
OWNERSHIP - Independent, no traditional news cycles
CULTURE – Distinct culture for engagement

10. Blogger Outreach
How do I work with bloggers?
1. Set your Objectives
2. Identify the Influencers
3. Pitch and Contract
4. Coordinate and Measure

11. Step 1 - Objectives
• Traffic (how much?)
• Fresh content (what kind? How much?)
• Downloads (app, coupon, etc.)
• Contest or Giveaway
What do you want to accomplish?

12. Step 2 - Identify
• Search engine on social networks
• Survey your customers
• Buzzsumo, GroupHigh & TapInfluence
• Blogger Talent Agency
Where to start looking?

13. LISTEN!

14. Step 2 - Identify
• Traffic
• Engagement
• Brand Relevance
• Social Reach
4 Measures of Influence

16. Traffic
Number of People that Visit a Site
• Unique Visitors per Month
• Alexa.com
• Compete.com
• Google Page Rank

17. Engagement
Number of People that Interact with the
Content
• Monthly Comment and Share Average - on
the Blog as well as Social Networks
• What kind of posts provoke the highest
engagement?

18. Brand Relevance
Are the Brand and the Influencer
a good match?
• Is this influencer interacting with your ideal
customer?
• Can your customer identify with the blogger?

19. Social Reach
The combined reach of their relevant
Social Networks
• Monthly Comment and Share Average - on
the Blog as well as Social Networks
• What kind of posts provoke the highest
engagement?

20. • Hyper targeted: by topic, location, gender,
cultural background, language, etc.

21. Step 3 - Contract
TANGIBLES
• Set Clear Goals
• Deliverables – Posts and Cascading Content
• Key Dates
• Compensation

22. Step 3 - Contract
INTANGIBLES
• Access to resources they couldn’t otherwise get
• Genuine interaction with a brand they respect
• A chance to make a meaningful contribution
• Publicity opportunities for themselves
• Compelling storyline for their blog

23. Step 4 – Coordinate
What does success look like?
• Provide content guidelines, story ideas with
keywords, and brand information.
• Trackable links
• Retargeting
• Landing Page Traffic
• Social Reach

25. Adriana Serna
Blue Compass Group
adriana@bluecompassgroup.com
@CompassB