/AGENCY
DATING GAME
THE BLOGGER
OUR CLIENT’S JOBS HAVE CHANGED
IN THE PAST FIVE TO TEN YEARS.
First
Moment of
Truth
Second
Moment of
Truth
Stimulus
At shelf
In-store
Experience
Source: Google
First
Moment of
Truth
Second
Moment of
Truth
Stimulus
Pre-shopping |
In-store | In-home At shelf
In-store
ExperiencePre-sh...
AWARENESS
(AWARE OF OFFERING)
ENGAGEMENT
(EDUCATION & UNDERSTANDING)
OPINION
(“BRAND FOR ME”)
DECISION
($)
B2C CONTENT MARKETING USAGE (BY TACTIC)
Source: 2013 B2C Content Marketing Benchmarks–North America: Content Marketing Ins...
WHAT’S YOUR
OPINION WORTH?
TO BE RELEVANT, BRANDS NEED TO BE
AUTHENTICAn authentic brand experience builds
credibility, helps establish an emotional
...
FEATURES
VS.
BENEFITS
FEATURES VS. BENEFITS
BUILT-IN INFRARED-SENSOR
PROVIDES A SELECTION OF
TEMPERATURE SETTINGS
ALLOWING FOR PRECISE
TEMPERATU...
“A great alternative to gas
cooking…”
“If you have small children, this
cooktop is cool to the touch…”
“For messy chefs li...
YOUR VOICE CAN BE AN IMPORTANT
PART OF OUR CLIENT’S BRAND.
BRAND
INFLUENCER/
BLOGGER
CONSUMER
YOUR CASE
BUILDING
YOU ARE AN EXTENSION OF THE BRAND
Image Source: K-Studio, Shelly Klein
AUTHENTICITY IS KEY
Image Source: Roelpollen, Flickr
BALANCING
AUTHENTICITY
& SPONSORED
CONTENT
Image Source: Touch ofModern.com, Crush Design Studio
SHOWCASE VALUE BEYOND YOUR BLOG
SHOWCASE VALUE BEYOND YOUR BLOG
WHAT METRICS ARE IMPORTANT?
REACH
• Search authority
• Unique Visits
AUDIENCE
• Audience make-up
• Time on site
• Particip...
TALK TO MANY TO REACH ONE.
TALK TO ONE TO REACH MANY.
Moz.com
1 2
3
4
CREATE CONTENT DISTRIBUTE THROUGH SOCIAL
CHANNELS
PICKED UP BY
AUDIENCE/
INFLUENCERS
DRIVE BACK TO WEBSITE
THEDIGI...
EDITORIAL: FOLLOW RELEVANT SEARCH KEYWORDS / TRENDS TO INFLUENCE YOUR
CONTENT (www.google.com/trends)
TECHNICAL: INCORPORA...
APPROACH
HOW TO
BRANDS
MAKE YOURSELF STAND OUT
FROM THE CROWD
Image source: nowackresumes.com
LEVERAGE DIFFERENT MEDIUMS
BE UNIQUE MAKE IT PERSONAL TO YOU
BE UNIQUE, MAKE IT PERSONAL TO YOUR BLOG
Image source: 3tongallery.typepad.com
B2B
Image Source: marvelbuilding.com
TAKEAWAYS
FIVE KEY
1. AUTHENTICITY IS KEY.
2. BELIEVE IN THE BRANDS YOU WORK WITH.
3. THE MOST IMPORTANT METRIC IS ACTION.
4. WHAT CAN YOU OF...
& QUESTIONS
THANKS
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
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The Blogger / Agency Dating Game - Environics Communications @ BlogPodium

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Presented at BlogPodium in Toronto, by Andrew Kinnear and Jordana Wolch of Environics Communications, this presentation aimed to answer the question: How do bloggers approach brands or agencies and make their blog stand out from the crowd?

The audience of Lifestyle and Home Decor bloggers were provided insight on what brands and agencies are looking for in an influencer relationship, shared tips on how bloggers can market themselves better, and explained that while some metrics are important, numbers don't mean everything.

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The Blogger / Agency Dating Game - Environics Communications @ BlogPodium

  1. /AGENCY DATING GAME THE BLOGGER
  2. OUR CLIENT’S JOBS HAVE CHANGED IN THE PAST FIVE TO TEN YEARS.
  3. First Moment of Truth Second Moment of Truth Stimulus At shelf In-store Experience Source: Google
  4. First Moment of Truth Second Moment of Truth Stimulus Pre-shopping | In-store | In-home At shelf In-store ExperiencePre-shopping | In-store | In-home Source: Google
  5. AWARENESS (AWARE OF OFFERING) ENGAGEMENT (EDUCATION & UNDERSTANDING) OPINION (“BRAND FOR ME”) DECISION ($)
  6. B2C CONTENT MARKETING USAGE (BY TACTIC) Source: 2013 B2C Content Marketing Benchmarks–North America: Content Marketing Institute/MarketingProfs
  7. WHAT’S YOUR OPINION WORTH?
  8. TO BE RELEVANT, BRANDS NEED TO BE AUTHENTICAn authentic brand experience builds credibility, helps establish an emotional connection and influences decision-making.
  9. FEATURES VS. BENEFITS
  10. FEATURES VS. BENEFITS BUILT-IN INFRARED-SENSOR PROVIDES A SELECTION OF TEMPERATURE SETTINGS ALLOWING FOR PRECISE TEMPERATURE CONTROL. ELECTROSTATIC GLASS TOUCH TECHNOLOGY ADVANCED ANTI-SLIPPING DESIGN. HEATING EFFICIENCY: REDUCES UNNECESSARY POWER CONSUMPTION
  11. “A great alternative to gas cooking…” “If you have small children, this cooktop is cool to the touch…” “For messy chefs like me, the fact that food doesn’t burn onto the surface is important.” “I love the look of this cooktop.” “I can’t stop thinking in blue…” FEATURES VS. BENEFITS
  12. YOUR VOICE CAN BE AN IMPORTANT PART OF OUR CLIENT’S BRAND. BRAND INFLUENCER/ BLOGGER CONSUMER
  13. YOUR CASE BUILDING
  14. YOU ARE AN EXTENSION OF THE BRAND Image Source: K-Studio, Shelly Klein
  15. AUTHENTICITY IS KEY Image Source: Roelpollen, Flickr
  16. BALANCING AUTHENTICITY & SPONSORED CONTENT Image Source: Touch ofModern.com, Crush Design Studio
  17. SHOWCASE VALUE BEYOND YOUR BLOG
  18. SHOWCASE VALUE BEYOND YOUR BLOG
  19. WHAT METRICS ARE IMPORTANT? REACH • Search authority • Unique Visits AUDIENCE • Audience make-up • Time on site • Participation (comments) AUTHORITY • Social shares • Entries/Registrations • Clickthrough to site • Download Coupon/ Request Sample
  20. TALK TO MANY TO REACH ONE.
  21. TALK TO ONE TO REACH MANY.
  22. Moz.com
  23. 1 2 3 4 CREATE CONTENT DISTRIBUTE THROUGH SOCIAL CHANNELS PICKED UP BY AUDIENCE/ INFLUENCERS DRIVE BACK TO WEBSITE THEDIGITALECOSYSTEM
  24. EDITORIAL: FOLLOW RELEVANT SEARCH KEYWORDS / TRENDS TO INFLUENCE YOUR CONTENT (www.google.com/trends) TECHNICAL: INCORPORATE RELEVANT KEYWORDS IN BLOG TITLES AND URLS CROSS-LINKING: BUILD RELATIONSHIPS WITH LIKE-MINDED PEOPLE AND BRANDS SOCIAL ECOSYSYEM: CONTINUALLY DEVELOP AND MANAGE YOUR SOCIAL PRESENCE BUILD YOUR ONLINE EMPIRE ECOSYSTEM
  25. APPROACH HOW TO BRANDS
  26. MAKE YOURSELF STAND OUT FROM THE CROWD Image source: nowackresumes.com
  27. LEVERAGE DIFFERENT MEDIUMS BE UNIQUE MAKE IT PERSONAL TO YOU
  28. BE UNIQUE, MAKE IT PERSONAL TO YOUR BLOG
  29. Image source: 3tongallery.typepad.com
  30. B2B Image Source: marvelbuilding.com
  31. TAKEAWAYS FIVE KEY
  32. 1. AUTHENTICITY IS KEY. 2. BELIEVE IN THE BRANDS YOU WORK WITH. 3. THE MOST IMPORTANT METRIC IS ACTION. 4. WHAT CAN YOU OFFER BEYOND THE BLOG? 5. IT IS A RELATIONSHIP! RELATIONSHIPS FAIL WHEN THEY BECOME TRANSACTIONAL.
  33. & QUESTIONS THANKS

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