How to Identify Influential Bloggers and Manage Blogger Outreach Programs
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How to Identify Influential Bloggers and Manage Blogger Outreach Programs

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This slide deck was part of a webinar on how to identify influential bloggers and manage a successful blogger outreach program.

This slide deck was part of a webinar on how to identify influential bloggers and manage a successful blogger outreach program.

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How to Identify Influential Bloggers and Manage Blogger Outreach Programs How to Identify Influential Bloggers and Manage Blogger Outreach Programs Presentation Transcript

  • How to Identify and Manage Outreach to Influential Bloggers
    Presented by:
    Justin Levy
    General Manager
    New Marketing LabsTwitter: @justinlevy
    1
  • Housekeeping
    To ask questions during the webinar:
    On Twitter: #NML
    On GoToWebinar: Q&A feature
    The webinar is being recorded and will be available for download.
    The slide deck will be uploaded to Slideshare
    2
    New Marketing Labs, LLC | www.newmarketinglabs.com
  • Housekeeping
    To ask questions during the webinar:
    On Twitter: #NML
    On GoToWebinar: Q&A feature
    The webinar is being recorded and will be available for download.
    The slide deck will be uploaded to Slideshare
    3
    New Marketing Labs, LLC | www.newmarketinglabs.com
  • Housekeeping
    To ask questions during the webinar:
    On Twitter: #NML
    On GoToWebinar: Q&A feature
    The webinar is being recorded and will be available for download.
    The slide deck will be uploaded to Slideshare
    4
    New Marketing Labs, LLC | www.newmarketinglabs.com
  • Agenda
    Who we are
    How to properly target influential bloggers
    Designing an effective blogger outreach request
    FTC Regulations – How do they affect blogger outreach?
    Questions
    5
    New Marketing Labs, LLC | www.newmarketinglabs.com
  • Agenda
    Who we are
    How to properly target influential bloggers
    Designing an effective blogger outreach request
    FTC Regulations – How do they affect blogger outreach?
    Questions
    6
    New Marketing Labs, LLC | www.newmarketinglabs.com
  • What does New Marketing Labs do?
    Research
    Online Audit of Corporate & Competitive on-line Social Presence & Reputations
    Ongoing Measurement Tracking
    Leads, Sales, Awareness, Community Growth, Press, Visits, Downloads, etc.
    Education / Guidance
    Establish Social Guidelines for Company / Employees. Provide Boot Camp Training to Execs & Managers
    Content Development, Community Management & Campaign Execution
    Responding / Engaging
    Listening
    With Strategic Guidelines in Place – Conduct Responsive Outreach – Relationship /Community Building
    Indentify Trends, Conversations about Brand – Validate Assumptions; assess tone of conversations – ID Service, Sales, Support Opportunities
    Content Publishing/Sharing Breed Authority SEO. Video, Facebook / iPhone Apps
    Advocacy & Influencer Programs
    Proactive Engagement Programs to Enrich, Support & Outreach
    ID & Engage Online Influencers
  • New Marketing Labs Clients
    8
    New Marketing Labs, LLC | www.newmarketinglabs.com
  • Agenda
    Who we are
    How to properly target influential bloggers
    Designing an effective blogger outreach request
    FTC Regulations – How do they affect blogger outreach?
    Questions
    9
    New Marketing Labs, LLC | www.newmarketinglabs.com
  • Targeting Influential Bloggers
    10
    New Marketing Labs, LLC | www.newmarketinglabs.com
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stollerdos/305323999
  • Obtain a 360 Degree View
    11
    New Marketing Labs, LLC | www.newmarketinglabs.com
    Source: http://www.flickr.com/photos/stollerdos/305323999
  • Open Up the Tool Box
    12
    New Marketing Labs, LLC | www.newmarketinglabs.com
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
  • Find Relevant Industry Blogs
    13
    New Marketing Labs, LLC | www.newmarketinglabs.com
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
  • Find Relevant Industry Blogs
    14
    New Marketing Labs, LLC | www.newmarketinglabs.com
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
  • Find Relevant Industry Blogs
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
  • Find Relevant Industry Blogs
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
  • Find Relevant Industry Blogs
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
  • Visit Potential Blogs
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
  • Who Are They?
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
  • Do They Already Review Products?
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
  • Take a Snapshot of Their Community
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
  • Blog Report Card
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
  • Blog Report Card
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
  • Are They On Twitter?
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
  • Are They On Twitter?
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
  • Are They On Twitter?
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
  • Are They On Twitter?
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
  • Twitter Grader
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
  • Facebook, LinkedIn, Flickr, etc
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
  • Analyze
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
  • Agenda
    Who we are
    How to properly target influential bloggers
    Designing an effective blogger outreach request
    FTC Regulations – How do they affect blogger outreach?
    Questions
    31
    New Marketing Labs, LLC | www.newmarketinglabs.com
  • What Not to Do!
    For Immediate Release [full press release for first author follows]It's really rare I get to announce a new book and offer an special opportunity of such importance, quality and pure enjoyment. [Author's] new book [Title], published this coming month by [Big Publisher #1], is so good that I believe that he can change the attitude that many Americans have towards the challenging lives we presently lead and our whole future - for the better.Please let me know if you'd like to see a copy of [Author #1's] new book.It doesn't matter where you live or who you are, if you haven't yet reviewed [Title of book #2], published by [Publisher #2], which is still number X on the New York Times Best Sellers List (X weeks in a row now), let me know and we'll send you both.Please provide me with your best street address and phone number. If you'd like to arrange an interview with [Author #1], please do let me know as well.[Name of Publicist & Tel #]
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
  • What Not to Do!
    I'm really sorry you feel that way. With all due respect I will try to explain my own personal professional opinion why your position is something that's less than desirable for a someone who is practicing in the world of public relations. I've been pitching media for over 35 years. It's true I use a news release format and yes, it's a one size fits all approach. But I have to tell you it works. By saying that you need to have the pitch a certain way to me is a fairly close minded way to be. Sure you might like to be edified and maintain that there's a proper way to pitch a blogger so that your ideas make the communications fit your ideals, but actually, it's simply unrealistic to those of us who make a living getting people publicity. I think that you might want to try getting publicity for others before you criticize the way in which we who do this for a living practice it. I only wish you could understand that we can't operate the way you are asking. I use news releases to offer our opportunities and actually, it's very, very effective. Bloggers are only one of over 25 prime media and online technologies. There are 1700 dailies, 6900 weeklies, 12000 magazines, 8500 radio talk shows, 6500 tv stations and talk shows, 450 news services and syndicates, and 800 plus freelance writers, and that's just the prime media. Then there are the online counterparts to all the above and media bloggers are just a part of them. Then there's the Internet. Web pages, blogs, ezines, newsletters, forums, audio, video, and now there's the so-called social media. While it's true that the formats for production are different the way to ask media if they are interested still come down to a meaningful communication that allows you to communicate.I have to tell you that most media respond favorably to content and quality, and not to the format of the email. The response to this pitch in particular is as it turns out as high as I've ever seen a media response in all my years of doing this. Even your blogger counterparts are responding favorably. Dozens and dozens of them are responding simply by saying, sure,. Send us the books.BTW, this is how you are listed in the Cision database. You are just one of over three-quarters of a million journalists listed.If you don't want to receive any more news releases from me, please click on the link at the bottom of one of the news releases. We're CAN SPAM Act compliant....I've written a few career books in my time and even have a new book out on how to write effective news releases. If you want to see the new book let me know.You might learn something from an ol' timer yet.
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
  • What happened?
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
  • How Can You Avoid?
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
    1. Do your homework
    2. Do have a catchy subject line
    3. Do be brief
    4. Do be personal
    5. Do be personable
  • How Can You Avoid?
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
    1. Do your homework
    2. Do have a catchy subject line
    3. Do be brief
    4. Do be personal
    5. Do be personable
  • How Can You Avoid?
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
    1. Do your homework
    2. Do have a catchy subject line
    3. Do be brief
    4. Do be personal
    5. Do be personable
  • How Can You Avoid?
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
    1. Do your homework
    2. Do have a catchy subject line
    3. Do be brief
    4. Do be personal
    5. Do be personable
  • How Can You Avoid?
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
    1. Do your homework
    2. Do have a catchy subject line
    3. Do be brief
    4. Do be personal
    5. Do be personable
  • Do They Tell You How to Pitch Them?
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
  • Do They Tell You How to Pitch Them?
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
  • Blogger Relations Credo
    Before pitching, I will read several previous blog posts/articles to see if story would be a good fit.
    If there is NOT a good fit, I won’t pitch – and will push back on unreasonable demands to do so.
    Before contacting / pitching, I will double‐check my method of outreach. I will review any guidelines made publicly available.
    4. I promise to never send a pitch, press release or material if I can’t
    readily demonstrate its relevance and value to their readers.
    5. As much as possible, I will participate transparently within the community.
    6. I promise that any correspondence should contain a message
    customized to the bloggers needs – referencing posts of interest.
    7. I know that being ignored by a blogger is their prerogative and they have no obligation to cover a story, verify facts or actbeyond their own interests, opinions & needs of their Community.
  • Agenda
    Who we are
    How to properly target influential bloggers
    Designing an effective blogger outreach request
    Managing bloggers for a blogger outreach program
    FTC Regulations – How do they affect blogger outreach?
    Questions
    43
    New Marketing Labs, LLC | www.newmarketinglabs.com
  • FTC Guidelines – In Plain English
    Source: http://www.whitneyhoffman.com/2009/10/06/the-new-ftc-guidelines-on-endorsements-by-bloggers/
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
    If you receive money or any sort of exchange, including a free product, even if unsolicited, you must disclose this in the endorsement somewhere.
    If you are endorsing something, you must be a bona fide user of the product at the time the endorsement is given.
    You must disclose this “quid pro quo”. You can’t disclose it after the fact – it must live with the endorsement.
    The advertiser is liable for any false claims you make.
  • FTC Guidelines – Disclosure
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
  • FTC Guidelines – Disclosure
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
  • FTC Guidelines – What Does It Mean for Blogger Outreach Programs?
    If you will be working with bloggers who will receive products as part of an ongoing program, require that they disclose the relationship
    Source: http://www.flickr.com/photos/stollerdos/305323999
    Source: http://www.flickr.com/photos/stitch/6162233
  • Agenda
    Who we are
    How to properly target influential bloggers
    Designing an effective blogger outreach request
    Managing bloggers for a blogger outreach program
    FTC Regulations – How do they affect blogger outreach?
    Questions
    48
    New Marketing Labs, LLC | www.newmarketinglabs.com
  • Any questions…
    49
    New Marketing Labs, LLC | www.newmarketinglabs.com
  • Thank you…
    50
    New Marketing Labs, LLC | www.newmarketinglabs.com
    Justin Levy
    General Manager
    New Marketing LabsBlog: http://justinrlevy.com
    Twitter: @justinlevy
    Facebook: facebook.com/justinlevy
    On behalf of the entire team at New Marketing Labs, thank you for spending time with us today.
    For more information on New Marketing Labs, please visit us at:
    http://newmarketinglabs.com