THE BIGGEST INFLUENCERS
YOU DON’T KNOW
Meet Columbus Bloggers:

   – WALKER EVANS I ColumbusUnderground.com

   – ALAINA S...
7 WAYS TO BUILD BLOG READERSHIP


   1. Make a plan                         5. Make it easy
       – Define your audience ...
WHY BLOGGERS?




  68% of Americans Most Value the Opinion of

  “Someone Like Me”


                                    ...
BLOGGER IMPACT


                         – Go deep on favorite
                           subjects

                     ...
HOW TO APPROACH A BLOGGER: THEORY


                      The Right Approach


                      VALUE TO    VALUE TO
...
HOW TO APPROACH A BLOGGER: EXAMPLES

             STELLA                             BULLSEYE




                        ...
HOW TO APPROACH A BLOGGER: DOs



          1 Get to know your target

          2 Be relevant or unexpected

          3 ...
HOW TO APPROACH A BLOGGER: DON’Ts


    TONE-DEAF                 IRRELEVANT   MASS EMAILS AND
   SUBJECT LINES           ...
HOW TO APPROACH A BLOGGER: MAKING THE INTRODUCTION




   READ ME
                                   ASK MY         SHARE ...
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 S...
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Columbus Bloggers

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Columbus Bloggers

  1. 1. 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
  2. 2. 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
  3. 3. WHY BLOGGERS? 68% of Americans Most Value the Opinion of “Someone Like Me” 3
  4. 4. BLOGGER IMPACT – Go deep on favorite subjects – Most trusted amateur voice on the Web – Boomerang to traditional media Traditional Media Blogs 4
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. WHAT ELSE? THINK ABOUT HOW WE COMMUNICATE. 10
  11. 11. WHAT ELSE? THINK ABOUT HOW WE COMMUNICATE. 11
  12. 12. 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
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