Your SlideShare is downloading. ×
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious

2,002

Published on

Relationships between bloggers and brands are at an interesting crossroads. …

Relationships between bloggers and brands are at an interesting crossroads.

The FCC has exacting rules of engagement, but is everyone playing by the rules? How long before brands get bored with blogs and move on to the next shiny new thing? What’s the best approach to move bloggers and brands from a one-time transaction in the express lane into a full-blown business relationship?

Jessica George and Kevin Dugan from Empower MediaMarketing presented this at Savvy Blogging Summit 2011.

It covers commonly-held misconceptions and the steps to take to build better relationships with brands.

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
2,002
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
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. Paper or Plastic?Bag the Blogger/Brand Stereotypes & Get Serious @empowermm
  • 2. Paper or Plastic? The Stereotypes Questions? Ask! The Reality Tweeting? 9 Brand-Savvy Tips • #sbsummit • @empowermm Tips to Target Brands • @prblog Action Items Q&A Fun @empowermm
  • 3. Paper or Plastic -- in a Tweet Get past stereotypes to create long-term relationships that benefit blogger, readers, brand, agency – the whole community #sbsummit @empowermm
  • 4. The Good, The Bad, The DramaThe Stereotypes @empowermm
  • 5. The StereotypesBloggers =Brands = @empowermm
  • 6. The StereotypesBloggers Are: Brands Are: #sbsummit RealityUnprofessional and Unaware that my blog is not Discuss timing upfront;miss deadlines my life communicate throughoutNot creative Not willing to consider our You don’t know unless you ideas ask – it’s all in how you askGoing to read my long Going to read my blog, Get to the point, make itpitch media kit, about me page easy to work with youGiving me posts for Paying me if I write a post What’s the value for ALL:free stuff about them reader, brand, blogger. @empowermm
  • 7. The StereotypesBloggers Are: Brands Are: #sbsummit RealityFemale bloggers = Moms All the same Relevancy is critical for allIn it for the bling Working with unlimited $ Predetermined budgetsAll the same Clueless Industry understanding varies; don’t get offendedNeeding me more than I Needing me more than I It’s about mutuallyneed them need them beneficial relationshipsAlways online Hovering over keyboard, Set up expectations waiting to respond @empowermm
  • 8. The Stereotypes: Bad Pitches @empowermm
  • 9. The Stereotypes: Bad Pitches PORN (ew) The Fleshdrive Brings Movies in the Palm of Your Hand GIRLFRIEND? 5 Best Places to Find the Guy of Your Dreams DEAD ISSUE Who Died Today? New Website Makes Sure You’re Always in the Know DATA & PORN (huh?) Debbie Does Data (hurricane meets disaster recovery service) @empowermm
  • 10. The Stereotypes: Inspirational Quote “Brands puke their stuff on us and then expect us to clean it up.” -- Andrea Deckard, Savings Lifestyle Blog @empowermm
  • 11. @empowermm
  • 12. Confusion Can Be NavigatedThe Reality @empowermm
  • 13. Reality: Industry Confusion Confusion comes from various issues and trends • “Citizen Journalists” • FTC disclosure • Paid vs. Owned vs. Earned Media • Understanding Influence and How to Measure It • Mommy Bloggers • “Extreme Couponing” @empowermm
  • 14. Reality: Industry Confusion Approach Causes Confusion • Poor list development • Campaign approach • Transaction vs. relationship • Media relations mindset • See social media as broadcast vs. engagement @empowermm
  • 15. Reality: One Size (Never) Fits All Media Blogger Career Passion Editorial and ads are You’re editor and ad team separate Deadline-driven Blogging competes w/ life – establish expectations Short news cycle Longer news cycle @empowermm
  • 16. Reality: Our Approach Follows community relations vs. media relations model Focuses on long-term relationships Outreach success rate average is over 50 percent Successful outreach for several brands • Chiquita, Febreze FLOE, Long John Silvers, Marzetti, Mederma, Meijer, Michaels, Rust-oleum, Shaw Flooring, totes>>isotoner @empowermm
  • 17. Reality: Shout Out We’ve worked with Savvy Blogging Summit attendees • Hoosier Homemade for Michaels • Clueless Mama for Chiquita • Coupon Challenge for Chiquita • Savings Lifestyle for Meijer @empowermm
  • 18. Reality: Our Approach Lists created with tools, time and talent • Five-stage, 26-step process; bulk of which is human vs. automagic • Focused on the audience: you/your readers • Identifies bloggers with mix of • Relevancy: on-topic, sentiment • Reach: socially active, level of following • Content: relevancy, frequency • Engagement: number of comments, links @empowermm
  • 19. Let’s Make It Better9 Brand-Savvy Tips @empowermm
  • 20. Brand-Savvy Tips1) Think Ecosystem: Brand, Blogger, Readers, Agency; Online and Offline2) Consider All Media: Paid, Owned and Earned; Where do you fit in?3) Talk Business: Adopt terms like target audience, outreach goals, client list, media kit @empowermm
  • 21. Brand-Savvy Tips4) Show How You’re Different: How do you position your blog; how do you differentiate from others?5) Get Analytical: Consider relevance, reach, frequency, audience, engagement; identify your strengths6) Show You’re a Pro: Show understanding of FTC/WOMMA ethics; create a professional profile on sites like LinkedIn or About.Me @empowermm
  • 22. @empowermm
  • 23. Brand-Savvy Tips7) Focus on Search: Is your search impact stronger than your reach; is it your biggest opportunity? • Research Keywords • Optimize Copy/Headlines/Images • Content is STILL King • Know the Code (meta tags, page titles, sitemaps) • Share: All syndication is good, but +1 impacts search ranking • Track Search Impact for Clients @empowermm
  • 24. Brand-Savvy Tips8) Simplify Media Kit: “Media Kits Suck” But Yours Doesn’t Have To • Create a One-Sheeter • It Initiates Conversation • Keep in Mind Sales Cycle (Tapas vs. Buffet) • Five is the New Ten • Editorial Calendar Is Follow Up @empowermm
  • 25. BrandedPositioningAudience ProfileUnique VisitorsTypes of P/O/E MediaOpportunitiesPage ViewsScreen Grab(s)EngagementMetricsSpecsCost StructureContact Info @empowermm
  • 26. Brand-Savvy Tips9) Show Your Impact: Use research (WOMMA.org, Nielsen.com, eMarketer) client endorsements and track results @empowermm
  • 27. Seek & Ye Shall Find3 Tips to Target Brands @empowermm
  • 28. Tips to Target Brands1) Build Your List: Who are YOUR dream brands?2) Qualify List: • Is there target audience alignment? • Do they currently outreach?3) Build a Plan: • Which agency’s doing outreach? • Customize your approach • Show positioning & differentiation • Consider targeting brands with paid media @empowermm
  • 29. Download Our Tip SheetsAction Items @empowermm
  • 30. Action Items Download Our Savvy Blogging Summit Kit • Conduct a Search Audit • Review/Create Media Kit • Consider All of Our Brand-Savvy & Brand-Targeting Tips bit.ly/sbsummit Ask Us Questions • This is the last slide; it’s time for Q&A Fun! @empowermm
  • 31. Paper or Plastic -- in a Tweet Get past stereotypes to create long-term relationships that benefit blogger, readers, brand, agency – the whole community #sbsummit @empowermm
  • 32. Paper or Plastic?Bag the Blogger/Brand Stereotypes & Get Serious @empowermm

×