The Reality Check Guide To Blogger Outreach<br />Heidi Sullivan @hksully<br />Vice President, Global Media Research<br />C...
Why Bloggers?<br />
The Conversation Shift<br />The Public<br />The Media<br />Traditional Media Model<br />PR/Marketing<br />  Us<br />Social...
If the news is that important, it will find me.<br />college student quoted in New York Times, March 2008<br />Bloggers an...
Case Study<br />&<br />Goal – increase beta users by 100K<br />Method – Targeted Blogger Outreach<br />
Case Study<br />&<br />I saw your post a couple weeks ago, “Think Before You Voicemail,” so I know how you feel about voic...
Case Study<br />&<br />I work for a PR agency and have a client that just launched a new service today.  I thought of you ...
Case Study<br />&<br />Resulted in 381 Blog Posts in 1 Month  (including TechCrunch and Perez Hilton)<br />ROI: “By hittin...
The Niche Nature of Blogging<br />
I’ve got blogs whose target audience is 100 people – the right 100 people.<br />Chris Anderson<br /> Author of The Long Ta...
Using social data for long-range predictive analytics<br />Acceleration of conversations on blogs often precedes both the ...
Why are blogs ahead of the curve?<br />Many blogs are focused on niche topics which news outlets tend to cover more sporad...
The devil is in the details<br />About one quarter of bloggers tracked in Cision’s media database cover one of 26 “first t...
The Who, Why & How<br />
Blogger Outreach The Four “R”s:<br />“Tailor to how we cover beauty. Demonstrate that you get our approach.”<br />Research...
Research<br />Look at writing style, voice and tone<br />Research past coverage (bylines, reports, posts)<br />Know what t...
Relationships<br />Compliments never hurt!<br />Follow them on Twitter/social networks<br />Comment on blog posts<br />Con...
Relevance<br />Better to send out fewer, personalized messages <br />Never send a pitch without some introduction <br />Ma...
Respect<br />Know their preferred method of contact<br />Don’t leave long voicemails or follow up via phone<br />If you ha...
Do Bloggers Really Influence Opinions?<br />
of any population <br />will be active content creators<br />will be participants<br />will simply "consume" <br />that co...
Anyone Can Be an Influencer<br />It used to be that in order to have a powerful voice in the Momosphere, you had to do wha...
Do bloggers truly influence the masses?<br />Duncan Watts: Trends are Unpredictable<br />“A rare bunch of cool people just...
Who is right: Watts or Gladwell?<br />Both. Trends still begin with a small few and are spread by those with connections.<...
Remember the 10%<br />Regardless of whether or not bloggers truly influence, only 1 out of 10 people is truly sharing and ...
Connect with me!<br />Heidi Sullivan<br />Vice President, Global Media Research <br />Email: 		heidi.sullivan@cision.com<b...
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Reality Check Guide to Blogger Outreach - Social Fresh Charlotte September 2011

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Why blogger outreach is different (and the same) as consumer and media outreach... and how you can learn to spot trends and influence communities through bloggers.

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  • Reality Check Guide to Blogger Outreach - Social Fresh Charlotte September 2011

    1. 1. The Reality Check Guide To Blogger Outreach<br />Heidi Sullivan @hksully<br />Vice President, Global Media Research<br />Cision<br />
    2. 2. Why Bloggers?<br />
    3. 3. The Conversation Shift<br />The Public<br />The Media<br />Traditional Media Model<br />PR/Marketing<br /> Us<br />Social Media Model<br />
    4. 4. If the news is that important, it will find me.<br />college student quoted in New York Times, March 2008<br />Bloggers and voices on social sites vie for influence directly with traditional media.<br />Facebook now drives more traffic to PerezHilton and the Huffington Post than Google does. <br />WebProNews, May 2009<br />
    5. 5. Case Study<br />&<br />Goal – increase beta users by 100K<br />Method – Targeted Blogger Outreach<br />
    6. 6. Case Study<br />&<br />I saw your post a couple weeks ago, “Think Before You Voicemail,” so I know how you feel about voicemail, and I agree with you on all points.  I try to avoid leaving people voicemails, at work and in my personal life, and would much rather send and receive emails or texts.  But, as you mentioned, sometimes you need to use voicemail – to convey tone or emotion, or because you’re on the road and need to relay more information than you can type while driving or otherwise multi-tasking…<br />- Pitch to<br />
    7. 7. Case Study<br />&<br />I work for a PR agency and have a client that just launched a new service today.  I thought of you because this service has the potential to make the celeb dating scene a lot more interesting, if that’s even possible! It even has a cool name – slydial! <br />If LC could leave Heidi a voicemail without the possibility of Heidi picking up the phone, what do you think she would say?  What about Mario Lopez?  He got caught cheating on his long-time girlfriend….<br />- Pitch to<br />
    8. 8. Case Study<br />&<br />Resulted in 381 Blog Posts in 1 Month (including TechCrunch and Perez Hilton)<br />ROI: “By hitting online consumers from all angles, the program helped boost slydial’s 5,000 private alpha users to more than 200,000 beta users in less than two weeks.”<br />
    9. 9. The Niche Nature of Blogging<br />
    10. 10. I’ve got blogs whose target audience is 100 people – the right 100 people.<br />Chris Anderson<br /> Author of The Long Tail and Free<br />
    11. 11. Using social data for long-range predictive analytics<br />Acceleration of conversations on blogs often precedes both the manifestation of a trend and its news coverage<br />By identifying new opportunities for investors, bloggers helped bring green tech investing out of its 2009 slump<br />“Green technology” investment, blog discussion and news coverage<br />Sources: Cision Media Research, Treehugger.com & Cleantech Group<br />Solar-powered coffee maker<br />
    12. 12. Why are blogs ahead of the curve?<br />Many blogs are focused on niche topics which news outlets tend to cover more sporadically and reactively<br />Blogs are where industry tastemakers lay out their thoughts and predictions, which get re-circulated on Twitter and Facebook<br />Influential blogs are updated constantly <br />Photo courtesy Alan Levine via Flickr<br />
    13. 13. The devil is in the details<br />About one quarter of bloggers tracked in Cision’s media database cover one of 26 “first tier” general topics. The rest cover more specific topics. <br />Source: Cision Media Research<br />
    14. 14. The Who, Why & How<br />
    15. 15. Blogger Outreach The Four “R”s:<br />“Tailor to how we cover beauty. Demonstrate that you get our approach.”<br />Research<br />Relationships<br />Relevance <br />Respect<br />– Lesa Hannah, Beauty Director for FASHION<br />
    16. 16. Research<br />Look at writing style, voice and tone<br />Research past coverage (bylines, reports, posts)<br />Know what they DON’T cover<br />Be aware what they’re looking for<br />Update your lists<br />
    17. 17. Relationships<br />Compliments never hurt!<br />Follow them on Twitter/social networks<br />Comment on blog posts<br />Connect IRL<br />It takes time, nurtureand maintain them<br />
    18. 18. Relevance<br />Better to send out fewer, personalized messages <br />Never send a pitch without some introduction <br />Make it clear, keep it brief<br />Only send material you know they’ll read<br />
    19. 19. Respect<br />Know their preferred method of contact<br />Don’t leave long voicemails or follow up via phone<br />If you haven’t heard back, don’t panic<br />Know when to step back and when to push<br />When in doubt, include an opt-out<br />Keep your word!<br />
    20. 20. Do Bloggers Really Influence Opinions?<br />
    21. 21. of any population <br />will be active content creators<br />will be participants<br />will simply "consume" <br />that content online<br />1%<br />9%<br />90%<br />Data from: <br />
    22. 22. Anyone Can Be an Influencer<br />It used to be that in order to have a powerful voice in the Momosphere, you had to do what I did: write four books, appear on dozens of national morning shows, speak at parenting groups and more… <br />Now thanks to social media, moms have been able to - from the basement in their house in Iowa, to the deck in their backyard in San Diego - build an audience not by going to traditional media or writing a book, but gather audience based on the power of their voice, the clarity of what their expressing and the resonance it has with their audience.<br />Stacey DeBroff@momcentral<br />
    23. 23. Do bloggers truly influence the masses?<br />Duncan Watts: Trends are Unpredictable<br />“A rare bunch of cool people just don’t have that power. And when you test the way marketers say the world works, it falls apart.”<br />Gladwell’sLaw of the Few<br />“The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.”<br />
    24. 24. Who is right: Watts or Gladwell?<br />Both. Trends still begin with a small few and are spread by those with connections.<br />Bloggers can change over time – and anyone can become an influencer. <br />However, a general rule of thumb is that bloggers and influencers tend to talk to each other. <br />Immersing yourself in that community will help you spot trends as they emerge.<br />
    25. 25. Remember the 10%<br />Regardless of whether or not bloggers truly influence, only 1 out of 10 people is truly sharing and creating content online. <br /> Spreading the word makes them influential.<br />Know your community.<br />Read, read, read!<br />Identify what’s new.<br />
    26. 26. Connect with me!<br />Heidi Sullivan<br />Vice President, Global Media Research <br />Email: heidi.sullivan@cision.com<br />Homepage: us.cision.com<br />Blog: blog.cision.com<br />Facebook: facebook.com/hksully<br />Twitter: @hksully<br />LinkedIn: linkedin.com/in/heidisullivan<br />

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