Blogger Relations – Creating Sustainable blog/brand partnerships


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SoCon11 break-out session with Laura Ciocia and Erica Hartfield of Everywhere Marketing.

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  • Source: Technorati 2010 State of the Blogosphere
  • Blogger Relations – Creating Sustainable blog/brand partnerships

    1. 1. The Art (And Law) of Blogger Relations:<br />9 Tips for Success<br />Presented by: <br />Laura Ciocia<br />Senior Digital Strategist I Everywhere®<br /><br />Britton Thompson<br />Digital Coordinator I Everywhere®<br />@msciocia / @beeverywhere / @brittont13<br /><br />
    2. 2. Why should you care?<br />
    3. 3. Because you can’t afford not to.<br /><ul><li>77% of internet users read blogs.
    4. 4. 52% of blog readers say that a blog post factored into the critical moment in which they decided to buy.
    5. 5. 70% of bloggers are organically talking about brands.
    6. 6. 46% of consumers indicate that they trust traditional media less then they did 5 years ago.
    7. 7. 54% of mom bloggers report being contacted by a brand to write about or review a product.</li></ul> <br /> <br />
    8. 8. Still Don’t Care?<br />Not to worry. <br />Your competitors will.<br />
    9. 9. Tip One: Identify Relevant Targets<br />Nobody likes a thoughtless and misplaced pitch. Take the time to research relevant bloggers who are most likely to be interested in your product/service before you make contact. <br />Remember that not all blogs are created equal. Do your homework to ensure maximum engagement.<br />Suggested Tools: Technorati, AllTop, Klout, MuckRack, Google Blog Search, Quantcast, Various Blogrolls<br />
    10. 10. Tip Two: Forget the word “pitch”<br />A successful blogger outreach strategy is anchored by individualized, ongoing and authentic relationship building.<br />Turn your “pitches” into partnerships! <br />Seek to provide value to a blogger in exchange for sharing your product with her community. <br />AVOID: Mass emails, embargoes & demands.<br />
    11. 11. Tip Three: Know the Law!<br />The FTC requires bloggers to disclose any material consideration they receive in exchange for a post/mention/endorsement. This includes both cash and in-kind compensation.<br />Brands are responsible too! Ensure all of your partner bloggers represent their relationship with truth and transparency.<br />
    12. 12. Tip Four: Get Creative<br />The beauty of blogger relations is that there is no blueprint.<br />Think beyond the ‘pay for post’ and develop sustainable relationships aimed at nurturing a loyal network of “passionistas” on behalf of your brand . <br />
    13. 13. Tip Five: Clearly Communicate Your Goals<br />The challenge with blogger relations is that there is no blueprint.<br />Make sure you outline your expectations and attach success metrics to your partnerships and campaigns. <br />
    14. 14. Tip Six: Keep Your Word<br />It should go without saying but if you’ve promised an incentive or any other consideration, follow through on it.<br />As a rule, treat bloggers with the same care and respect as you would the editor-in-chief at your most coveted publication.<br />
    15. 15. Tip Seven: Participate!<br />Become an authentic contributor to the greater conversation through comments, blog posts, mentions, & re-tweets. There are limitless opportunities to connect, share and engage on behalf of your brand.<br />Suggested Tools: HARO, Quora<br />
    16. 16. Tip Eight: Embrace the (free) Tools of the Trade<br />Pitchengine (SMPR’s)<br /><br />Google Alerts<br />Social Mention<br />Tweetreach<br />
    17. 17. Tip Nine: Take it off-line<br />No matter how connected social media makes us feel, it won’t ever replace face-to-face engagement. <br />Find as many opportunities as possible to meet the people behind your connections. <br />