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How to Engage Bloggers


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This is a series of blogger engagement case studies -- and learnings -- that I shared with the attendees of DMAW's Social Media Day. I focused on Twitter placements, creating good assets like the …

This is a series of blogger engagement case studies -- and learnings -- that I shared with the attendees of DMAW's Social Media Day. I focused on Twitter placements, creating good assets like the C-SPAN Convention & Debate Hubs, Save the Children's "Mission: Pneumonia" and Tropicana's "An Orange America" (all of which were concepted by New Media Strategies in conjunction with design / development agency JESS3).

Event: DMAW Social Media Day

Panel: "Blogger PR: The Dos and Don’ts, Success Stories & Pitfalls"

Date: 11.5.09

Host: Direct Marketing Association of Washington (DMAW)

- Leslie Bradshaw, New Media Strategies
- Danielle Brigida, National Wildlife Federation
- Dan Riehl, RiehlWorldView

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  • 1. Prepared for: Direct Marketing Association of Washington Social Media Day – Washington, DC| November 5, 2009 Developed by: Leslie Bradshaw Director of Engagement | New Media Strategies Consider Your Assets Or Twitter Placement is the New Blog Hit Or Get Integrated, Start Hustling
  • 2. TWITTER: The mechanism and the medium
  • 3. Learning: Twitter garners views, expedites high-profile contact John Mayer: 2,555,886 followers Ann Curry: 813,412 followers Ev Williams: 1,176,039 followers (23k 11/4/08)
  • 4. Learning: Twitter can help accelerate contact (but needs content + support)
  • 5. C-SPAN: Tactics, Strategies & Learnings
  • 6. Created innovative online platforms for users to be informed and connected Learning: Create a meaningful asset; use open source, elegant design
  • 7. Learning: Engage via Twitter, know the lingo Worked with the Twitter community to brand hashtags #DNC08, #RNC08, #debate08 & assisted with others
  • 8. Learning: Go multi-medium; include reciprocity Engaged bloggers and Twitter users through links, emails, phone call interviews, tweets and on-air mentions
  • 9. Learning: Be inclusive, be strategic, be multi-partisan Secured top placements on tech, media and political blogs
  • 10. Learning: Know where your audience is and what / when they are looking Ran timed, targeted Blogads
  • 11. C-SPAN: Results
  • 12. Nominated for a 2009 Webby NMS helped secure 300+ blog placements; 600+ inbound links; millions of online views; thousands of tweets C-SPAN transformed their image in the eyes of online influencers and tech communities C-SPAN reengaged their core political audience through embeddable video and blogger link-backs C-SPAN exchanged their limited advertising budget for social capital, search engine optimization (SEO), brand awareness and historical, lasting resources
  • 13. Intel / ISEF: Tactics, Strategies & Learnings
  • 14. Learning: Research, include, integrate Invited bloggers onsite; press pass + accommodations Included varied verticals (policy, environmental, parenting, political – left, political – right, science, tech, education) Encouraged documentation via video, audio, photo Prepared fliers with “digital deets” (links, hashtags, etc.) Evaluated previous interest, identified new opportunities
  • 15. Intel / ISEF: Results
  • 16.  
  • 17. Tropicana: Election 2008 &
  • 18.  
  • 19.  
  • 20. Learning: Create value for the community, don’t make it about you “ This has got to be the coolest data visualization I've seen yet coming out of the Twitterverse. It's also one of the smartest product placement moves I've ever seen a traditional company do online.” - Micah Sifry, Founder techPresident “ It’s hypnotic, in that high-nerd kind of way…. an aggressively unexpected branding venture for an orange juice company…. Viewed holistically, An Orange America conveys the impression that Tropicana is alert, progressive and in touch with emerging cultural forces.” - Craig Stoltz, Web 2.Oh Really
  • 21. Learning: Be diverse and creative in your outreach; link-love is divine
  • 22. Contact & Credits
  • 23. Links & Credits project: agencies: client: agency: URL: URL: client: project: project: client: URLs: agencies:
  • 24. Links & Credits, cont’d project: agencies: client: agencies: URL: URL: client: project:
  • 25.
    • Leslie A. Bradshaw
    • Email: [email_address]
    • Longer form writings, thoughts:
    • In the moment:
    • Friends, family, colleagues:
    • Digital CV:
    • Industry PowerPoints:
    Let’s Stay in Touch