How to Identify Influential Bloggers and Manage Blogger Outreach Programs

How to Identify and Manage Outreach to Influential Bloggers
Presented by:
Justin Levy
General Manager
New Marketing LabsTwitter: @justinlevy
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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
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New Marketing Labs, LLC | www.newmarketinglabs.com

Housekeeping
On Twitter: #NML
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Housekeeping
On Twitter: #NML
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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
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Agenda
Who we are
Questions
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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
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Agenda
Who we are
Questions
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Targeting Influential Bloggers
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Source: http://www.flickr.com/photos/stollerdos/305323999

Obtain a 360 Degree View
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Open Up the Tool Box
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Source: http://www.flickr.com/photos/stitch/6162233

Find Relevant Industry Blogs
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Visit Potential Blogs

Who Are They?

Do They Already Review Products?

Take a Snapshot of Their Community

Blog Report Card

Are They On Twitter?

Twitter Grader

Facebook, LinkedIn, Flickr, etc

Analyze

Agenda
Who we are
Questions
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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 #]

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.

What happened?

How Can You Avoid?
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?

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
Managing bloggers for a blogger outreach program
Questions
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FTC Guidelines – In Plain English
Source: http://www.whitneyhoffman.com/2009/10/06/the-new-ftc-guidelines-on-endorsements-by-bloggers/
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

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

Agenda
Who we are
Managing bloggers for a blogger outreach program
Questions
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Any questions…
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Thank you…
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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