GO APE BLOGGER
OUTREACH CASE STUDY




     Emma Gardiner            Amy Johnston
Online marketing executive   Account man...
INTRODUCTION
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GO APE




   Creating adventures,
   encouraging everyone to live life more adventurously
AWARD WINNING CONSULTANCY

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WHY SOCIAL MEDIA?
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MARKETING STRATEGY
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BLOGGER OUTREACH
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CONSIDERATIONS




  Readership   Geographical   Established
                 location      networks
OUTREACH CAMPAIGN
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COVERAGE
COVERAGE

           Creators – source, communicators ,
  1%
           influencers




  9%       Editors – contribute, c...
BANANA BLOG
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                             Latest tweet
                           ...
CONSTANT DEVELOPMENT
RESULTS - SUMMARY
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NEXT STEPS
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ANY QUESTIONS
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Go Ape - Blog Influencer Project

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Don't Panic Guide to Social Media Conference
Blog Influencer Project
Emma Gardiner and Amy Johnston

Published in: Travel, Technology, Business
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Go Ape - Blog Influencer Project

  1. 1. GO APE BLOGGER OUTREACH CASE STUDY Emma Gardiner Amy Johnston Online marketing executive Account manager Go Ape Wolfstar
  2. 2. INTRODUCTION !!!"#$$%&'#()&%*+,'+*-.*/$0' !!1%*"'%2*-."%3'#4'/-."%-%0)*5#0' !!6&#-'),%'+"/%0)'3/7%8'*07'*$%0+9' !!1%3(")3' !!:;*"(*5#0' !!<=>'
  3. 3. GO APE Creating adventures, encouraging everyone to live life more adventurously
  4. 4. AWARD WINNING CONSULTANCY !"##$%&'()'*+,%-$%$.'/#&0-1-$'()'2134"5'6$4,0(#&'7%"8$')(%'9:;&' (1-&-,#."#<'&=,44'5(#&14-,#5>'?@@AB' C"#,4"&-&')(%'26'!$$D'EF,%.&'G$&-'H$F'*(#&14-,#5>'?@@AB' I%$&14-&'J5-(3$%'?@@AK' C"#,4"&-'*+,%-$%$.'/#&0-1-$'()'2134"5'6$4,0(#&'J1-&-,#."#<' 2134"5'6$4,0(#&'*(#&14-,#5>'B'I%$&14-&'H(L$=3$%'?@@AK' C"#,4"&-'*+,%-$%$.'/#&0-1-$'()'2134"5'6$4,0(#&'G$&-'9&$'()'M(5",4' N$.",B'I%$&14-&'H(L$=3$%'?@@AK' C"#,4"&-'*+,%-$%$.'/#&0-1-$'()'2134"5'6$4,0(#&'J1-&-,#."#<' O(1#<'*(==1#"5,-(%. I%$&14-&'H(L$=3$%'?@@AK'
  5. 5. WHY SOCIAL MEDIA? !!?#3)'%@%+5;%' !!A)B3'C,%&%'#(&'+(3)#-%&3D*7;#+*)%3'*&%' !!E%%./0$'#(&';#/+%'/0'),%'+#0;%&3*5#03' !!A0+&%*3%'F&*07'*C*&%0%33' !!A0G(%0+%'F&*07'&%.()*5#0' !!H&/;%'I(*"/J%7')&*K+')#'C%F3/)%'*07'F"#$' !!?(3)#-%&'LC#CB'
  6. 6. MARKETING STRATEGY !!?(3)#-%&'%0$*$%-%0)' !!MNDON'1("%' "!MNP'#4'F(7$%)Q'R,%'3)(@'C%'7#'0#C'*07'7#'C%""' "!'ONP'#4'F(7$%)Q'R%3)8'1%4&%3,8'A00#;*)%' !!S%C'C*93')#'%0$*$%'#(&'*(7/%0+%' !!:-F&*+%'0%C'),/0$3' !!!(/"7'&%"*5#03,/.3'
  7. 7. BLOGGER OUTREACH !!T#"43)*&'&%+#--%07%7'*')*&$%)%7'F"#$$%&' #()&%*+,'.&#$&*--%')#'&*/3%'),%'.&#J"%'#4'U#' >.%'/0'),%'F"#$#3.,%&%' !!T#"43)*&'/7%05J%7'V%9'/0G(%0+%&3'*+&#33'*' F&#*7'3.%+)&(-'#4'F"#$3'C,#'C%&%'*"&%*79'/0' %3)*F"/3,%7'0%)C#&V3'#&'+#--(0/5%3' !!R,/3'-%*0)'),%'-%33*$%3'C#("7'&%*+,'*'C/7%&' *(7/%0+%';/*'3*)%""/)%'#()&%*+,'
  8. 8. CONSIDERATIONS Readership Geographical Established location networks
  9. 9. OUTREACH CAMPAIGN !!W%&3#0*"'*07')*/"#&%7' *..&#*+,' !!W&#;/7%7'+#0)%0)'F%4#&%' ),%')&/.' !!W&#;/7%7'*77/5#0*"' /04#&-*5#0'*X%&'),%' )&/.' !!?#--%0)%7'#0'F"#$' .#3)3')#'+#050(%'),%' %0$*$%-%0)'
  10. 10. COVERAGE
  11. 11. COVERAGE Creators – source, communicators , 1% influencers 9% Editors – contribute, communicate, influence 90% Lurkers – consumers, readers
  12. 12. BANANA BLOG Retweet button Latest tweet Facebook Tag cloud Other blogs Banana rating Comments
  13. 13. CONSTANT DEVELOPMENT
  14. 14. RESULTS - SUMMARY !!A0+&%*3%7'*C*&%0%33'#4'U#'>.%' !!?&%*)%7'*07'%0+#(&*$%7'#0"/0%'C#&7'#4' -#(),' !!?&%*)%7'&%"*5#03,/.3'C/),'#0"/0%'/0G(%0+%&3' !!H&#;%'5+V%)'3*"%3' !!YY'F"#$'.#3)3'3%+(&%7'4&#-'3/2')&/.3' !!Z.&%*7')#'RC/[%&'*07'6*+%F##V')##'
  15. 15. NEXT STEPS !!A0)%$&*)%7'-*&+#-3'4#&'ONYN' !!!&#*7%&'7%-#$&*.,/+' !!!(&3)'+*-.*/$03'*&#(07'V%9'5-%3' !!>7;%0)(&%'F(&3*&9'
  16. 16. ANY QUESTIONS
  17. 17. GET IN TOUCH >-9'#,03)#0']'T#"43)*&' RC/[%&'^*-9&_#,03)#0' CCC`C#"43)*&+#03(")*0+9`+#-' :--*'U*&7/0%&']'U#'>.%' RC/[%&'^$#*.%)&/F%' CCC`$#*.%`+#-'
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