/	  Why brands need bloggers…(and how to flutter your eyelashes at them)Cool Content 22 March 2013                        ...
/	  Introducing ZoneZone is a digital agency with a uniquecontent heritageOur team of 125 includes planners,creatives, dev...
/	          3
/	          4
/	          5
/	          6
/	  Today            1              2               3              4               5         Why brands     Do bloggers   ...
/	          Why brands need bloggers                                   8
/	  Marketing used to be a doddle• Brands static• All touchpoints controlled by brand  manager• Purchase media• Interrupt ...
/	  Marketing used to be a doddle BUY	  THIS	  YOU	  IDIOTS!	                                       10
/	  But in the digital world…• Brands are alive• Distribution is open to everyone• Touchpoints out of brand  manager’s con...
/	  The role of content• Content can fuel these conversations by    giving people something of value• Brands need to move ...
/	          “   If we as businesses deliver consistent,            ongoing valuable information, customers            ulti...
/	          “Yeah I get it, but what do we            actually talk about?”                                         14
/	          15
/	          16
/	                                                                                               Brand has                ...
/	                                                                                               Brand has                ...
/	          19
/	          20
/	          21
/	          22
/	          23
/	          Bloggers can help you create credible           content about the things your            customers are interes...
/	          OMG! Glitzo Dishwasher           Tablets have just        published a chicken pie         recipe – about time!...
/	                                         OMG!                                    blogg My favourit                      ...
/	             Bloggers can help        build trust in your brand                                    27
/	  The power of influence           Opal Fruits are crap!                        If you say so                           ...
/	      The power of influence                            6% of                                                           ...
/	  Bloggers are highly influential• 81% of people online trust the information and advice they get from bloggers• 61% of ...
/	          Bloggers can help build your               digital reach                                       31
/	  Bloggers are digital experts                               32
/	  Why brands need bloggers1.        To build credibility around a subject matter2.        To create content3.        To ...
/	  Why brands need bloggers1.        To build credibility around a subject matter2.        To create content3.        To ...
/	          Do bloggers need brands?                                   35
/	          36
/	  But bloggers do need…             Wow, you’re              amazing!                           Yeah I know             ...
/	  1. Content opportunties                          38
/	  2. Amplification                   39
/	  3. Social currency                     40
/	  4. Networking                41
/	  5. Money           42
/	          “I’m sold! How can I attract brands                    to my blog?”                                           ...
/	  What brands look for• Reach          • Expertise• Engagement     • Credibility• Influence      • Talent• Brand fit    ...
/	          Four top tips                        45
/	  1. Stand for something• What’s your USP?• What makes you different?• Be consistent• Be authentic• Make all this explic...
/	  2. Know what you want from brands• Which brands do you want to work with?• Engage with them on social media• Write a c...
/	  3. Be professional• Invest in design, functionality and domain name• Post regularly• Spell properly!• Make sure you’re...
/	  4. Be social• It’s not just about your blog• Brands care about your influence• Demonstrate how influential you are• Bu...
/	          “But aren’t I selling my soul               to the devil?”                                        50
“   People will notice if you’re being true to    yourself    Laura Ellner, On The Racks                                  ...
Ask yourself…• Is the content I’m creating with a brand of value to my audience?• Does it fit in with what my blog stands ...
/	          Some examples                        53
/	  Prostate Cancer UK• How do you get men to recognise the symptoms of  prostate cancer before it’s too late?• Subject ma...
/	  Prostate Cancer UK• Week 1: 167% increase in visitors to website• 90% new visitors• 2.4 million people reached through...
/	  Prostate Cancer UK• 1076% increase in request for publications• 254% increase in traffic to information pages• 625% in...
/	  But it’s not easy…                     57
/	  Brands & bloggers: a value exchange           Blogger Mitzi              Cupcake        has helped us build        a r...
/	  Brands & bloggers: a value exchange           Blogger Mitzi              Cupcake        has helped us build        a r...
/	  Brands & bloggers: a value exchange           Blogger Mitzi              Cupcake        has helped us build        a r...
/	  Brands & bloggers: a value exchange                                      61
/	                           Thank you        @thisiszone        @matt__simpson        @west_stand_O                      ...
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Matt Simpson, Zone - Why brands need bloggers

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From the Cool Content Cornwall event at the Eden Project, Spring 2013

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Matt Simpson, Zone - Why brands need bloggers

  1. 1. /  Why brands need bloggers…(and how to flutter your eyelashes at them)Cool Content 22 March 2013 1
  2. 2. /  Introducing ZoneZone is a digital agency with a uniquecontent heritageOur team of 125 includes planners,creatives, developers, account managers– and journalistsOur editorial expertise makes usuniquely well placed to help brandsconnect with audiences in an always-ondigital world 2
  3. 3. /   3
  4. 4. /   4
  5. 5. /   5
  6. 6. /   6
  7. 7. /  Today 1 2 3 4 5 Why brands Do bloggers How to attract Retaining Key learnings need bloggers need brands? brands credibility 7
  8. 8. /   Why brands need bloggers 8
  9. 9. /  Marketing used to be a doddle• Brands static• All touchpoints controlled by brand manager• Purchase media• Interrupt consumers 9
  10. 10. /  Marketing used to be a doddle BUY  THIS  YOU  IDIOTS!   10
  11. 11. /  But in the digital world…• Brands are alive• Distribution is open to everyone• Touchpoints out of brand manager’s control• Conversations happen 24/7• A small number of people can make a vast amount of noise about a brand 11
  12. 12. /  The role of content• Content can fuel these conversations by giving people something of value• Brands need to move from telling one big story a year to continual engagement 12
  13. 13. /   “ If we as businesses deliver consistent, ongoing valuable information, customers ultimately reward us with their business ” and loyalty. Content Marketing Institute 13
  14. 14. /   “Yeah I get it, but what do we actually talk about?” 14
  15. 15. /   15
  16. 16. /   16
  17. 17. /   Brand has credibility   Dishwasher tablets   Dishwashers   Cleaning  Customer Customerdisinterest   interest   Entertaining for friends   Recipes   Children’s parties   Technology   Fashion   Cars   Celebrity gossip   Football   Horoscopes Brand has no credibility   17
  18. 18. /   Brand has credibility   Dishwasher tablets   Dishwashers   Cleaning  Customer Customerdisinterest   interest   Entertaining for friends   Recipes   Children’s parties   Technology   Fashion   Cars   Celebrity gossip   Football   Horoscopes Brand has no credibility   18
  19. 19. /   19
  20. 20. /   20
  21. 21. /   21
  22. 22. /   22
  23. 23. /   23
  24. 24. /   Bloggers can help you create credible content about the things your customers are interested in 24
  25. 25. /   OMG! Glitzo Dishwasher Tablets have just published a chicken pie recipe – about time! 25
  26. 26. /   OMG! blogg My favourit er Mit has ju zi Cup e s cak new c t published e hick a OMG! Glitzo Dishwasher on be en pie recip h Tablets have just Dishw alf of Glitzo e ash published a chicken pie make er Tablets. the I’ll recipe – about time! buy th recipe and e tabl ets! 26
  27. 27. /   Bloggers can help build trust in your brand 27
  28. 28. /  The power of influence Opal Fruits are crap! If you say so 28
  29. 29. /   The power of influence 6% of 80% of online adults impressions about an issueSource: Forrester Online Survey, 2010. Base: All US Online Adults 29
  30. 30. /  Bloggers are highly influential• 81% of people online trust the information and advice they get from bloggers• 61% of people online have made a purchase based on a recommendation from bloggers• 41% of people say blogs are better than Facebook to find out about new productsSource: Technorati Digital Influence Report 2013 30
  31. 31. /   Bloggers can help build your digital reach 31
  32. 32. /  Bloggers are digital experts 32
  33. 33. /  Why brands need bloggers1.  To build credibility around a subject matter2.  To create content3.  To increase the brand’s digital reach4.  To build trust in the brand 33
  34. 34. /  Why brands need bloggers1.  To build credibility around a subject matter2.  To create content3.  To increase the brand’s digital reach People buy stuff4.  To build trust in the brand 34
  35. 35. /   Do bloggers need brands? 35
  36. 36. /   36
  37. 37. /  But bloggers do need… Wow, you’re amazing! Yeah I know 37
  38. 38. /  1. Content opportunties 38
  39. 39. /  2. Amplification 39
  40. 40. /  3. Social currency 40
  41. 41. /  4. Networking 41
  42. 42. /  5. Money 42
  43. 43. /   “I’m sold! How can I attract brands to my blog?” 43
  44. 44. /  What brands look for• Reach • Expertise• Engagement • Credibility• Influence • Talent• Brand fit • Professionalism 44
  45. 45. /   Four top tips 45
  46. 46. /  1. Stand for something• What’s your USP?• What makes you different?• Be consistent• Be authentic• Make all this explicit on your About page 46
  47. 47. /  2. Know what you want from brands• Which brands do you want to work with?• Engage with them on social media• Write a checklist of what you want (e.g. advertising, content opportunities etc)• Contact pro-actively 47
  48. 48. /  3. Be professional• Invest in design, functionality and domain name• Post regularly• Spell properly!• Make sure you’re contactable• Track performance 48
  49. 49. /  4. Be social• It’s not just about your blog• Brands care about your influence• Demonstrate how influential you are• Build your own network through social 49
  50. 50. /   “But aren’t I selling my soul to the devil?” 50
  51. 51. “ People will notice if you’re being true to yourself Laura Ellner, On The Racks ” 51
  52. 52. Ask yourself…• Is the content I’m creating with a brand of value to my audience?• Does it fit in with what my blog stands for?• Is the content consistent?• Am I writing about it honestly?• Am I being transparent? 52
  53. 53. /   Some examples 53
  54. 54. /  Prostate Cancer UK• How do you get men to recognise the symptoms of prostate cancer before it’s too late?• Subject matter = football• Credibility and reach through 72 club bloggers• Bring the prostate cancer message to the fore 54
  55. 55. /  Prostate Cancer UK• Week 1: 167% increase in visitors to website• 90% new visitors• 2.4 million people reached through Twitter• Year-on-year traffic up 70% 55
  56. 56. /  Prostate Cancer UK• 1076% increase in request for publications• 254% increase in traffic to information pages• 625% increase in donations 56
  57. 57. /  But it’s not easy… 57
  58. 58. /  Brands & bloggers: a value exchange Blogger Mitzi Cupcake has helped us build a relationship with food-loving mums 58
  59. 59. /  Brands & bloggers: a value exchange Blogger Mitzi Cupcake has helped us build a relationship with food-loving mums Glitzo gave me the chance to interview Nigella Lawson – my most successful post ever! 59
  60. 60. /  Brands & bloggers: a value exchange Blogger Mitzi Cupcake has helped us build a relationship with food-loving mums … oh, and they paid off my mortgage 60
  61. 61. /  Brands & bloggers: a value exchange 61
  62. 62. /   Thank you @thisiszone @matt__simpson @west_stand_O 62

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