THE BIGGEST INFLUENCERS
YOU DON’T KNOW
Meet Columbus Bloggers:
– WALKER EVANS I ColumbusUnderground.com
– ALAINA SHEER I MsSingleMama.com
– LEIGH HOUSEHOLDER I Advergirl.com

7 WAYS TO BUILD BLOG READERSHIP
1. Make a plan 5. Make it easy
– Define your audience – Prioritize subscription options
– Choose your specialty – Tweet the latest
– Select a “repeatable” URL – Work in series
2. Prioritize content 6. Tell people about it
– Invest in memorable pieces – Create anticipation
– Share new ideas – Get podiums, bylines
– Involve others – Add it to your email signature
3. Write the way people like to read
– Have a big voice 7. Understand the tools
– Use lists and bullets – Pick a powerful engine
– Integrate multimedia – Use titles for search terms
– Track readership
4. Build networks
– Link, link, link
– Read and interact
– Respond to comments and ideas
2

WHY BLOGGERS?
68% of Americans Most Value the Opinion of
“Someone Like Me”
3

BLOGGER IMPACT
– Go deep on favorite
subjects
– Most trusted amateur
voice on the Web
– Boomerang to
traditional media
Traditional Media
Blogs
4

HOW TO APPROACH A BLOGGER: THEORY
The Right Approach
VALUE TO VALUE TO
CLIENT BLOGGER
• What do we need to accomplish?
• How will a blogger ENGAGE with what we do?
Why will they be interested enough to participate?
Folklore at Crispin, Porter & Bogusky:
Alex Bogusky doesn’t want to see scripts anymore.
“Don’t show me a script, show me the press release.”
5

HOW TO APPROACH A BLOGGER: EXAMPLES
STELLA BULLSEYE
“I’m proud of this work.
And I’m trying to get it out there.
Will you post it?”
• unexpected • personal
• exclusive • direct
• rewarding • approachable
NEW ROLE:
Create an Tell an Empower
engagement authentic social
strategy story spokespeople
6

HOW TO APPROACH A BLOGGER: DOs
1 Get to know your target
2 Be relevant or unexpected
3 Deconstruct content
4 Create fresh kinds of access
5 Provide exclusives
7

HOW TO APPROACH A BLOGGER: DON’Ts
TONE-DEAF IRRELEVANT MASS EMAILS AND
SUBJECT LINES CONTENT PRESS RELEASES
“Sizzle It! Launches New “Bango mobile news –
Go-To Source for PR, Embargo”
marketing and advertising
professionals” “FOR IMMEDIATE
RELEASE:
NEWS: Fotolia Announces
Partnership with Microsoft Life’s Good for LG
Electronics as Mindshare
Connects Search & Display
New York, New York
(September 29,
2008)—Eyeblaster today
announced …. “
8

HOW TO APPROACH A BLOGGER: MAKING THE INTRODUCTION
READ ME
ASK MY SHARE AN
& CONTRIBUTE
OPINION IDEA
FOLLOW ME
– Know WHAT – Comment or – Let me help – Offer
I write about question you exclusives
– Know HOW – Get me to – Respect my – Create
I interact read you ideas relevance
9

WHAT ELSE? THINK ABOUT HOW WE COMMUNICATE.
10

WHAT ELSE? THINK ABOUT HOW WE COMMUNICATE.
11

THE BIGGEST INFLUENCERS
YOU DON’T KNOW
Meet Columbus Bloggers:
– WALKER EVANS I ColumbusUnderground.com
– ALAINA SHEER I MsSingleMama.com
– LEIGH HOUSEHOLDER I Advergirl.com