Blogger relations workshop


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Blogger relations workshop

  1. 1. Blogger Relations Best Practices Workshop – April 27th, 2011
  2. 2. Credit: Threadless’
  3. 3. what is blogger relations?Part of stakeholder engagement & PR’s digital evolution: ● Strategic outreach ● Personalized contact ● ‘Seeding’ Aim: Move messages forward in public realm
  4. 4. managing expectationsMeasure mentions of issue/project: ● Google Search &/or Sysomos ● Read blogs thoroughly to select pertinent ones ● Review blogrolls ● Set team’s expectations based on online interest
  5. 5. Sculpture: OMG LOL by Michael Mandiberg, Photo: Flickr’s See-m
  6. 6. before reaching out…Be Relevant. ● Read the blog, read the blog, read the blog! ● Author’s ‘bio’ or ‘about’ page ● Comments reflect engagement/conversation ● Any mention of issue/project? Positive or at least reasonable? ● Does pitch have ANYTHING to do with what youve read?Guidelines? ●
  7. 7. Lists topics,interestsRequirementsfor reviews: ● Availability ● Experience ● Non- endorsement
  8. 8. before reaching out…part twoPersonalize ● Generic emails almost always ‘trashed’ ● Take time to research blog thoroughly ● Offer insight into why your info’s useful to blog’s readersMake it easy ● If supporting release, summarize, link to full v. - no attachment ● Bloggers’re busy - make it easy for them to cover your story ● Offer ready-to-use content: video URLs, #hastags, quick facts
  9. 9. Credit: Flickr’s The PH Product
  10. 10. the bad. baskin robbins FAIL
  11. 11. the bad. baskin robbins FAIL● 1st time blogger approached by Baskin Robbins or Paramount PR – no introduction● Blogger in Colorado, pitch refers to “Chicago-land” What is the news here?● Assumes a post’ll happen, yet no compelling content
  12. 12. the good. slydial WINGOAL: Attract new users w/launch. 5,000 private users prelaunchPLAN: Unique angles for each blog to illustrate why they’d use itReach wide array, use social media release. Ready-made contentlimits interview requests
  13. 13. the good. slydial WINS TechCrunchI saw your post a couple weeks ago, “Think Before You Voicemail,” so I knowhow you feel about voicemail, and I agree with you on all points. I try to avoidleaving people voicemails, at work and in my personal life, and would muchrather send and receive emails or texts. But, as you mentioned, sometimesyou need to use voicemail – to convey tone or emotion, or because you’re onthe road and need to relay more information than you can type while driving orotherwise multi-tasking.As you mentioned, there are a few startups out there that are trying to makevoicemail more useful. One of them is MobileSphere. Today, the companyintroduced a new service called slydial, which is a free voice messaging servicethat connects you directly to someone’s mobile phone voicemail.The Blog Post
  14. 14. the good. slydial WINS PerezHiltonI work for a PR agency and have a client that just launched a new service today.I thought of you because this service has the potential to make the celeb datingscene a lot more interesting, if that’s even possible! It even has a cool name –slydial!If LC could leave Heidi a voicemail without the possibility of Heidi picking up thephone, what do you think she would say? What about Mario Lopez? He got caughtcheating on his long-time girlfriend. Maybe he wouldn’t have gotten caught if hehad a better way to juggle his multiple girlfriends. Don’t forget John Mayer, theultimate celebrity serial dater….need I say more? What these celebs need is avoice messaging service that connects you directly to someone’s voicemailwithout the risk of them picking up – enter slydial!Unlike other messaging services the missed call will appear to come from your ownphone, not some unknown random number. It’s the ultimate illusion ofcommunication! Feuding celebs like Paris Hilton and Kim Kardashian can finallyget the last word in!The Blog Post
  15. 15. the good. slydial WINS impressions1 month of personalized blogger relations + viral effect of initial, high-profile posts = 381 blog posts Posts were as varied as team’s pitches Registered 200,000+ users within two weeks of launch
  16. 16. ongoing contact – revenue & HST ● Thorough blogosphere review pre-HST announcement ● Identified influencers in personal finance, SMBs, online news ● Maintain lists, update regularly. Now reaching 27.2% of real estate ‘influencers; more young adults, students & mommy bloggers ● Laid foundation for outreach (now 600 bloggers in total) to clarify misunderstandings & subsequent campaigns
  17. 17. contacting bloggersQ: How to prevent accusations of spamming journalists or bloggers? A: Be professional● Keep pitches short & to the point● Demonstrate info’s newsworthy, & how it can be used● Indicate you understand areas person covers● Don’t send if doesn’t pass "so what?" test● Avoid ending up on “angry” list, or outing online
  18. 18. Credit: Flickr’s
  19. 19. getting on a blogger’s good side● Cite & link. “Linking is the sincerest form of flattery”● Flatter within reason. Send emails with comments or compliments about site throughout the year● Be persistent● Don’t be give up if blogger doesn’t post after 1st pitch● Be courteous & smart with repeat attempts
  20. 20. guest bloggers at research & innovation ● Feb. launch; 6K views in 6 weeks ● Blog feeds to Twitter growth, fastest growing acct. in OPS ● Drives traffic to MRI site, 25% incr. in visits & 65% incr. in repeats ● Started with Minister’s welcome ● Majority of content supplied by guest bloggers, bringing their social networks to MRI, co-following & ‘liking’ happens often. ● Content is very diverse, represents wide variety of ‘innovation’ in the province
  21. 21. top ten Iist 1. Make connections before you need them 2. Address bloggers by name 3. Do your research – read the blog before you pitch 4. Fess up if you have made a mistake 5. Keep pitches short & include links to relevant content 6. Explicitly state that there are no expectations for coverage 7. Offer opt-out 8. Keep it casual 9. Make it easy10. Continue to engage, even if they didn’t cover pitch
  22. 22. Credit: Flickr’s
  23. 23. let‘s make-believe● Scenario One – Youth Volunteering Programs● Scenario Two – Green Entrepreneurs & Grants● Scenario Three – Active Living & Sports Programs
  24. 24. let‘s make-believe1. Divide into random teams – no colleagues allowed2. Read through your pitch challenge3. ‘Research’ your audience(s)4. Prioritize your contact list into tiers5. Draft your pitch for your top three ideal supporters6. Help other teams refine their approach7. Set realistic benchmarks8. Draft your thank you message/gesture9. High five your teammates