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Hkd2 cph julia_lahme_blogging_as_a_strategy


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Hkd2 cph julia_lahme_blogging_as_a_strategy

  1. 1. How to work with bloggers<br /><br />
  2. 2. Lahme<br />Background in international PR<br />Clients range from banks to fashion companies<br />Small, creative, close<br /><br />
  3. 3. The Origin of Blogging<br />Mid 1990s: Sharing knowledge<br />1997: Sharing links<br />1999:<br />Now: Open source programmes<br />Now: The Mediaworld post 2008<br />Now: Sharing = $<br /><br />
  4. 4. You – the blogger<br />Culturally – the individual has become more and more important in TV, the magazine and in consumer goods<br />We take ourself seriously enough to be published<br />We take others seriously enough to follow their world<br />We want to know what we buy before we buy, and we want to know what others think<br /><br />
  5. 5. Communicating through the blogger<br />Know each blog is a media in its own<br />Know content rules<br />Know that critical consumers are a benefit<br />Know that freedom is the currency of the blogger<br />Know that a blog is - and will always be - strictly personal<br /><br />
  6. 6. CASE: ONLY<br />International search for bloggers through digital and analogue media<br />Cooperation between content at, sharing and a PR-story that worked Europe-wide<br /><br />
  7. 7.<br />
  8. 8. Learnings<br />Workwithin the framework of the blog<br />Workwith the blogsphere<br />Usemediators<br />Pay up<br /><br />