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PROPRIETARY & CONFIDENTIAL
7/8/15
Sandra Fathi
President, Affect
Web: www.affect.com
Blog: www.techaffect.com
Email: sfathi@a...
PROPRIETARY & CONFIDENTIAL
SANDRA FATHI
!  President, Affect
!  Public Relations and Social Media Firm
!  Serving Technolog...
PROPRIETARY & CONFIDENTIAL
AGENDA
I.  What’s New
II.  Influencer Marketing Strategy
III.  Targeting: Research & Tools
IV. ...
PROPRIETARY & CONFIDENTIAL
Part I: WHAT’S NEW
Citizen
Journalist
Blogger
Social
Media
Influencer
Platform
Star
Traditional...
PROPRIETARY & CONFIDENTIAL
PRIMARY FUNCTION/
FOCUS
TEXT
IMAGES
VIDEO
PROPRIETARY & CONFIDENTIAL
BLOGGER REVOLUTION TO
EVOLUTION
EarlyBloggers
Deep Subject
Experts
Distinct
Audiences
Platform ...
PROPRIETARY & CONFIDENTIAL
NEW TYPES OF
ENGAGEMENT
https://vine.co/v/ODgI2ZJYMnD
PROPRIETARY & CONFIDENTIAL
NEW TYPES OF
ENGAGEMENT
PROPRIETARY & CONFIDENTIAL
NEW TYPES OF
ENGAGEMENT
PROPRIETARY & CONFIDENTIAL
NEW TYPES OF
ENGAGEMENT
PROPRIETARY & CONFIDENTIAL
NEW TYPES OF
ENGAGEMENT
PROPRIETARY & CONFIDENTIAL
Part II. INFLUENCER
MARKETING STRATEGY
1.  What is the Business Outcome We
Want to Achieve?
2. ...
PROPRIETARY & CONFIDENTIAL
THE BLOGGER SPECTRUM
Personal Blogger - Hobbyist Professional - Journalist
PROPRIETARY & CONFIDENTIAL
THE HOBBYIST
!  For the Love
!  For the Cause
!  For the Money
!  For the Fame
!  For the Freeb...
PROPRIETARY & CONFIDENTIAL
THE PROFESSIONAL
!  For the Editor
!  For the Job
!  For the Readers
!  For the Clicks
!  For t...
PROPRIETARY & CONFIDENTIAL
RULES OF ENGAGEMENT
!  Journalist
!  Separation of Editorial &
Advertising Functions
!  Clear E...
PROPRIETARY & CONFIDENTIAL
Part III. TARGETING:
RESEARCH & TOOLS
PROPRIETARY & CONFIDENTIAL
FINDING INFLUENCERS:
DATABASES
PROPRIETARY & CONFIDENTIAL
FINDING INFLUENCERS: SM
PLATFORM SEARCH
PROPRIETARY & CONFIDENTIAL
FINDING INFLUENCERS:
BLOGGING PLATFORMS
PROPRIETARY & CONFIDENTIAL
FINDING INFLUENCERS:
SEARCH
PROPRIETARY & CONFIDENTIAL
FINDING INFLUENCERS:
PAID
PROPRIETARY & CONFIDENTIAL
PART IV: SOCIAL MEDIA
RELATIONS
Engaging & Building Relationships.
Where to Start:
1.  Set Goal...
PROPRIETARY & CONFIDENTIAL
ENGAGING & BUILDING
RELATIONSHIPS
Quick Tips:
1.  Give & Get: Retweets, Likes, Shares, Favorite...
PROPRIETARY & CONFIDENTIAL
WHAT TO AVOID
1.  Stereotyping, Making Broad Biased Assumptions
2.  Releasing Confidential Info...
PROPRIETARY & CONFIDENTIAL
Part V. ALL ABOUT THE
CONTENT
1.  Make their job easier
!  Educate
!  Provide publish-ready res...
PROPRIETARY & CONFIDENTIAL
INFOGRAPHICS
PROPRIETARY & CONFIDENTIAL
INFOGRAPHICS
PROPRIETARY & CONFIDENTIAL
IMAGES & VIDEO
PROPRIETARY & CONFIDENTIAL
CONTENT CREATION
PROPRIETARY & CONFIDENTIAL
PART VI. MONEY MATTERS:
PROMOTIONS &
SPONSORSHIPS
1.  Read the website – is there an advertisin...
PROPRIETARY & CONFIDENTIAL
BLOGGER
PROPRIETARY & CONFIDENTIAL
BLOG AD NETWORK
PROPRIETARY & CONFIDENTIAL
BLOGGER CONTESTS/
PRODUCT PROMOTION
PROPRIETARY & CONFIDENTIAL
ILAND CAMPAIGN
PROPRIETARY & CONFIDENTIAL
Part VII. GREAT
EXPECTATIONS: PRODUCT &
SERVICE REVIEWS
!  Free vs. Paid - Don’t mix and match ...
PROPRIETARY & CONFIDENTIAL
PAID REVIEWS - CLEAR
COMMUNICATIONS
1.  Introduce your company, product/service and make your i...
PROPRIETARY & CONFIDENTIAL
FOR CONSIDERATION
!  Understand the consequences of a poor review – will the blogger
still writ...
PROPRIETARY & CONFIDENTIAL
7/8/15
Contact Information & Resources:
On Slideshare – www.slideshare.net/sfathi
Sandra Fathi
...
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Bloggers Speak Out: New paid and pitching techniques to score more placement

This PPT was presented as part of a webinar for PR Daily entitled "Bloggers Speak Out: New paid and pitching techniques to score more placement." The webinar had three presenters and this portion was given by Sandra Fathi. It covers what's new in blogger relations, influencer marketing strategies, research and tools, promotions and sponsorships and product and service reviews.

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Bloggers Speak Out: New paid and pitching techniques to score more placement

  1. 1. PROPRIETARY & CONFIDENTIAL 7/8/15 Sandra Fathi President, Affect Web: www.affect.com Blog: www.techaffect.com Email: sfathi@affect.com Twitter: @sandrafathi Bloggers Speak Out: New Paid & Pitching Techniques to Score More Placements Ragan Webinar July 9, 2015
  2. 2. PROPRIETARY & CONFIDENTIAL SANDRA FATHI !  President, Affect !  Public Relations and Social Media Firm !  Serving Technology, Healthcare and Professional Services Clients !  Current Affiliations: !  PRSA-NY Board Member !  PR Council Member !  Previous Affiliations: !  Chair, PRSA Tri-State District !  President, PRSA-NY Chapter !  President, PRSA Technology Section
  3. 3. PROPRIETARY & CONFIDENTIAL AGENDA I.  What’s New II.  Influencer Marketing Strategy III.  Targeting: Research & Tools IV.  Social Media Relations V.  All About the Content VI.  Money Matters: Promotions & Sponsorships VII.  Great Expectations: Product & Service Reviews
  4. 4. PROPRIETARY & CONFIDENTIAL Part I: WHAT’S NEW Citizen Journalist Blogger Social Media Influencer Platform Star Traditional Media Publication Blog Online Only Publication Social Media Channels
  5. 5. PROPRIETARY & CONFIDENTIAL PRIMARY FUNCTION/ FOCUS TEXT IMAGES VIDEO
  6. 6. PROPRIETARY & CONFIDENTIAL BLOGGER REVOLUTION TO EVOLUTION EarlyBloggers Deep Subject Experts Distinct Audiences Platform Agnostic Engaged as Individuals SecondGeneration Broad Categories (i.e. Mommy Blogger) Topic Creep Platform Limited Engaged as Individuals but Often in Groups or Blogger Networks NextGeneration Specific Domain of Influence (Not Expertise) Micro-focus Platform Specific Engaged as Individuals or as Part of Platform- Specific Networks
  7. 7. PROPRIETARY & CONFIDENTIAL NEW TYPES OF ENGAGEMENT https://vine.co/v/ODgI2ZJYMnD
  8. 8. PROPRIETARY & CONFIDENTIAL NEW TYPES OF ENGAGEMENT
  9. 9. PROPRIETARY & CONFIDENTIAL NEW TYPES OF ENGAGEMENT
  10. 10. PROPRIETARY & CONFIDENTIAL NEW TYPES OF ENGAGEMENT
  11. 11. PROPRIETARY & CONFIDENTIAL NEW TYPES OF ENGAGEMENT
  12. 12. PROPRIETARY & CONFIDENTIAL Part II. INFLUENCER MARKETING STRATEGY 1.  What is the Business Outcome We Want to Achieve? 2.  Who is our target audience? •  Customers •  Prospects •  Employees •  Investors 3.  Where are they congregating? 4.  What are they interested in? 5.  Who are they listening to? 6.  What action do we want them to take? 7.  How will we measure success?
  13. 13. PROPRIETARY & CONFIDENTIAL THE BLOGGER SPECTRUM Personal Blogger - Hobbyist Professional - Journalist
  14. 14. PROPRIETARY & CONFIDENTIAL THE HOBBYIST !  For the Love !  For the Cause !  For the Money !  For the Fame !  For the Freebies !  For the Soul
  15. 15. PROPRIETARY & CONFIDENTIAL THE PROFESSIONAL !  For the Editor !  For the Job !  For the Readers !  For the Clicks !  For the Fame
  16. 16. PROPRIETARY & CONFIDENTIAL RULES OF ENGAGEMENT !  Journalist !  Separation of Editorial & Advertising Functions !  Clear Editorial Policies !  No Compensation !  Paid Programs Through Advertising or Marketing Dept. !  Hobbyist !  May or May Not Separate Editorial & Advertising Functions !  Unclear Editorial Policies (Read the Blog or Ask) !  May or May Not Accept Compensation !  Paid Programs May Be Through the Same Individual
  17. 17. PROPRIETARY & CONFIDENTIAL Part III. TARGETING: RESEARCH & TOOLS
  18. 18. PROPRIETARY & CONFIDENTIAL FINDING INFLUENCERS: DATABASES
  19. 19. PROPRIETARY & CONFIDENTIAL FINDING INFLUENCERS: SM PLATFORM SEARCH
  20. 20. PROPRIETARY & CONFIDENTIAL FINDING INFLUENCERS: BLOGGING PLATFORMS
  21. 21. PROPRIETARY & CONFIDENTIAL FINDING INFLUENCERS: SEARCH
  22. 22. PROPRIETARY & CONFIDENTIAL FINDING INFLUENCERS: PAID
  23. 23. PROPRIETARY & CONFIDENTIAL PART IV: SOCIAL MEDIA RELATIONS Engaging & Building Relationships. Where to Start: 1.  Set Goals & Strategy 2.  Provide Full Disclosure 3.  Seek Opportunities for Relevant Engagement 4.  Become a Resource/Thought Leader 5.  Value Over Noise – Quality Over Quantity 6.  Bring Online Offline 7.  Create Partnerships for Long-term Success
  24. 24. PROPRIETARY & CONFIDENTIAL ENGAGING & BUILDING RELATIONSHIPS Quick Tips: 1.  Give & Get: Retweets, Likes, Shares, Favorites 2.  Read & Comment: On Articles, Blog Posts, Videos etc. 3.  Ask & Answer: Ask Questions (Bloggers are People) and Answer Requests (Help them find sources) 4.  Know Your Target: Their Habits, Pet Peeves, Special Sections, Biases, Personal/Professional Background etc. 5.  Know Your Target’s Audience: Same as Above
  25. 25. PROPRIETARY & CONFIDENTIAL WHAT TO AVOID 1.  Stereotyping, Making Broad Biased Assumptions 2.  Releasing Confidential Information 3.  Attaching Blogger’s Name to Irrelevant Content 4.  Blatant Flattery 5.  Repetitive Content 6.  Inadvertently Outing a Blogger’s Story or Methods 7.  Compromising Their Ethics 8.  Asking ‘Too Much’ 9.  Confusing Paying Someone with Buying Someone
  26. 26. PROPRIETARY & CONFIDENTIAL Part V. ALL ABOUT THE CONTENT 1.  Make their job easier !  Educate !  Provide publish-ready resources •  Images •  Infographics •  Slideshows •  Quotes •  Feature releases/press releases •  FAQs •  Links 2.  Be willing to invest !  Provide access to executives !  Customize content !  Offer exclusives !  Provide incentives, samples, and giveaways for the community 3.  Distinguish between editorial engagements (earned) and promotional (paid) engagements 4.  Be transparent, comply with all legal and ethical and disclosure obligations 5.  Offer fair compensation
  27. 27. PROPRIETARY & CONFIDENTIAL INFOGRAPHICS
  28. 28. PROPRIETARY & CONFIDENTIAL INFOGRAPHICS
  29. 29. PROPRIETARY & CONFIDENTIAL IMAGES & VIDEO
  30. 30. PROPRIETARY & CONFIDENTIAL CONTENT CREATION
  31. 31. PROPRIETARY & CONFIDENTIAL PART VI. MONEY MATTERS: PROMOTIONS & SPONSORSHIPS 1.  Read the website – is there an advertising, sponsorship, marketing, about or FAQ section? 2.  Read the blog – see if mention of how to work together with brands is clearly articulated or previous examples are visible 3.  Ask the blogger directly – separately from your editorial content – about advertising and promotional opportunities and policies 4.  Ask if they work with a representative or sales person 5.  Approach (cautiously) with your own suggested program 6.  Go through a blogger network or platform network
  32. 32. PROPRIETARY & CONFIDENTIAL BLOGGER
  33. 33. PROPRIETARY & CONFIDENTIAL BLOG AD NETWORK
  34. 34. PROPRIETARY & CONFIDENTIAL BLOGGER CONTESTS/ PRODUCT PROMOTION
  35. 35. PROPRIETARY & CONFIDENTIAL ILAND CAMPAIGN
  36. 36. PROPRIETARY & CONFIDENTIAL Part VII. GREAT EXPECTATIONS: PRODUCT & SERVICE REVIEWS !  Free vs. Paid - Don’t mix and match – determine your priority for initial outreach based on your goals and knowledge of the outlet !  Try to separate church and state – try not to mix the earned and paid conversations in one, even when the blogger does. It can get confusing, messy and lead to a frustrated blogger (and client). !  Try to confirm in advance, willingness to review product before sending valuable samples. Never send out product you expect to have returned without explicit prior agreement – and even then, it may not be returned. Make the process as simple and painless as possible for the blogger (prepaid, return envelopes/delivery services).
  37. 37. PROPRIETARY & CONFIDENTIAL PAID REVIEWS - CLEAR COMMUNICATIONS 1.  Introduce your company, product/service and make your intentions clear. For example: !  This is a promotional opportunity….We are offering to o  Pay you $X o  Provide X free samples for you or your readers o  Provide you with use of our product for X time 2.  Be clear on your expectations in return. For example: !  We are asking our partners to o  Write a blog post, product review or other type of content o  Post on social media X times o  Conduct a giveaway or contest with their readers 3.  Explain any parameters or limitations. For example: !  Only available to the first 50 respondents !  Must post by X date !  Must be able to provide proof of readership above X
  38. 38. PROPRIETARY & CONFIDENTIAL FOR CONSIDERATION !  Understand the consequences of a poor review – will the blogger still write about it? !  Determine your level of editorial control, if any, over what is published !  Don’t be petty regarding the value of the product or service if it’s insignificant, or insignificant to the client (However, understand the ‘use’ of a product may have significant value even if it is returned – such as a car.) !  Always abide by the rules of disclosure, and insist that the blogger does as well
  39. 39. PROPRIETARY & CONFIDENTIAL 7/8/15 Contact Information & Resources: On Slideshare – www.slideshare.net/sfathi Sandra Fathi President Affect 989 Avenue of the Americas, 6th Floor New York, NY 10018 212 398 9680 sfathi@affect.com Twitter: @sandrafathi LinkedIn, Facebook: Sandra Fathi Web: www.affect.com Blog: www.techaffect.com

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