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Beauty Directory Digital Seminar


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I was asked to present at Beauty Directory's Digital Seminar in Sydney in July this year. …

I was asked to present at Beauty Directory's Digital Seminar in Sydney in July this year.

The audience was a mix of beauty brand managers and PRs and my talk was about how to best work with bloggers.

Published in: Technology

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  • 1. Beauty bloggers
    And 10 tips on how best to work with them
  • 2. Blogger influence
    More than 90 beauty bloggers listed on Beauty Directory
    Rarely a day goes by when a reader doesn’t contact me to say they have bought a product as a result of my blog
    Nuffnang survey: 78% respondents had purchased a product or service as a result of reading about it on a blog
    New York PR firm DeVries found that 60% of women chose blogs as the resource most likely to prompt them to buy a beauty product.
  • 3. Tip #1
    Get to know us
    • Follow us – and talk to us - on Twitter
    • 4. Subscribe to our blogs. Using the RSS feed is a time efficient way of doing this
    • 5. Ask us for our media kits – and stats
    • 6. Find the blogs and writers that best fit your beauty brands and concentrate on them
  • 7. Tip #2
    Read the blog of the blogger you’re pitching too.
    • Before formulating your pitch double check that you’re chasing the right readership for your product
    • 8. What style does the blogger normally write in?
    • 9. Does she write straight reviews or themed posts or a mix of both?
    • 10. What has she featured recently?
  • 11. Tip #3
    Consider whether your pitch will add value to the blog you are pitching too.
    • Bloggers want content that will add value to their readers.
    • 12. A brand’s Facebook competition is merely a promotion for that brand. It doesn’t offer value to the reader of a blog.
    • 13. Consider sponsored posts for straight advertorials.
  • 14. Tip #4
    email the blogger personally
    • A “Hi There!” email really annoys bloggers
    • 15. They generally do not come from a media or PR background and are immune to a bulk email send
    • 16. Take the time to address them personally and you’re more likely to get a bite
  • 17. Tip #5
    Please include all relevant details and an image with the media release you email.
    • Most bloggers are working at night – make it easy for us so that we don’t have to wait for a reply with a product price or image
    • 18. If your product is on Beauty Directory then that’s ok too!
  • 19. Tip #6
    Send us media releases at least one month prior to launch.
    • Yes, we can get a blog post up super quickly if there is an urgency but generally we’re fitting our blogging in around other things – I schedule a month in advance
    • 20. Also, this lead time gives us an opportunity to properly trial the product and place on our blog at launch time.
    • 21. Embargo any information if required
  • 22. Tip #7
    Please understand that for most people, their blog is a labour of love.
    • Most beauty bloggers have a day job or something that provides an income.
    • 23. There is currently little money being made from solely beauty blogging in Australia.
    • 24. This is set to change as we model the US
    • 25. Brand ambassadorships are also a possibility
    • 26. Consider aligning your brand with a blogger
  • 27. Tip #8
    Consider inviting us to your media events.
    • Budget permitting
    • 28. We like to be in the know as much as other beauty journalists
    • 29. Consider those bloggers with the bigger influence and reach
    • 30. Consider those bloggers who best fit your brand
  • Tip #9
    Bloggers and their readers love giveaways.
    • Has your client got product for giveaway?
    • 31. Ask the blogger if they have a minimum value on giveways and what is offered in return?
    • 32. Value the space you are asking for in return for a giveaway
    • 33. Don’t offer giveaways to similar blogs at the same time
  • 34. Tip #10
    Value that bloggers are connected with their readers
    • Bloggers are seen to be more accessible than journalists
    • 35. Blog readers trust what’s written on a blog and will be more inclined to buy a product based on a blog mention
    • 36. Blog readers share what they’ve read on blogs via Twitter and Facebook
    • 37. Bloggers will generally not blog about a product they haven’t tried first