How to create a blogger's strategy?

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How to create a blogger's strategy? …

How to create a blogger's strategy?
- Who are bloggers?
- What are bloggers looking for?
- How to work with bloggers?
- Top level recommendations

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Transcript

  • 1. Bloggers’ Strategy  
  • 2. WHO ARE BLOGGERS? Part One
  • 3. “My blog is my BABY” people •  Bloggers are passionate people (professional or non-professional) spending huge amount of time and infusing a lot of passion into their blog.
  • 4. BRANDS NEED TO UNDERSTAND BLOGGERS TO MAKE SURE BLOGGERS CHOOSE TO WORK WITH THEM
  • 5. VISIBILITY •  Bloggers need exposure as brands do. •  In order to be recognized, they need to be seen first.
  • 6. RECOGNITION •  Famous Blog first, famous Blogger second! – They want their content to be valued, considered as “useful” by others. •  Bloggers want their blog to be a reference in the category – Known for bringing a certain angle, an added value to the conversation.
  • 7. AUTHENTICITY •  Bloggers want very honest relationships with the brand. Their POV will be valued no matter if it’s a positive or a negative one. •  Bloggers are looking for ongoing relationships, not for one-night brand stands. –  They want to be called by their first name not by “Hey Blogger”, especially when they are approached by brands.
  • 8. FEELING SPECIAL •  As bloggers are trend setters, they want to be ahead of the game.They expect brands to give them exclusive content, products, information,… •  Bloggers like to experience the textures, the products.They need freebies, concrete products to try to form a POV and give a green or red flag to the brand.
  • 9. EXPERIENTIAL •  Brands are investing in bloggers like a company would invest in the personal development of its employees.They are giving tools and material to bloggers to make them better bloggers. •  Bloggers are Social Creatures, they like organized events, get-togethers to meet their blogger peers. They appreciate going to make up classes together, seeing makeovers realized by professional make-up artists… being part of a global beauty brand initiative.
  • 10. HOW TO WORK WITH THEM?   Part Two
  • 11. HOW TO CHOOSE?
  • 12. Choose your blogger’s influencers like you would choose your next boyfriend You want to date someone like you. You want to date someone that others also want to date. You want to date someone who also wants to date you.
  • 13. Avoid the “Spray and Pray” strategy •  Choose a small amount of bloggers whose content you value (up to 200 people). •  Keep the relationships going for different and further campaigns, if you are happy with the produced work. –  You don’t want to do the job of selecting your core blogger base, twice.
  • 14. Don’t disregard Smaller or Newer blogs •  Brands can get organic outreach with every single blogger. •  You never know who will be BIG next ?
  • 15. RECOMMENDATIONS   Part Three
  • 16. Build relationships with your bloggers like you would try to pick up a guy/girl… •  Like them, follow them, get into their circles. •  Talk to them (@blogger’s name). •  Compliment them about their content, tone of voice, originality…and tell them WHY (no neutral brand speech here).
  • 17. ... To build your next love story •  Give them a little something: give them samples to talk about, Modcasts content in advance. •  Make it official: tell other people about this/ these relationships, on your own channels (Facebook,Twitter,Tumblr). @FollowFriday •  Get crazy about them: highlight the bloggers who made the best of what you gave them, who talked of your campaign in the best terms . 10 Facebook and Twitter posts can be all about different bloggers. •  Stay interested in them: keep reaching out to them during the campaign and after. Keep these blogger names in the Community Management files. •  Don’t forget their phone number: call them back later on for future campaigns.