Building Effective Partnerships with Bloggers


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This slideshow covers the following topics:
- who are bloggers and what do they do
- why partner with bloggers to get your brand out there
- case studies on effective blogger partnerships (travel, technology, food and mom blog industries)
- how to find the right blogger to work with (quantitative and qualitative)
- best practices on reaching out to bloggers
- how to develop long term relationships with bloggers
- types of blogger partnerships
- metrics of evaluating blogger partnerships
- how to work with bloggers before, during, and after campaigns

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Building Effective Partnerships with Bloggers

  1. 1. BUILDING EFFECTIVEPARTNERSHIPS WITH BLOGGERS Daniel Noll and Audrey Scott, Uncornered Market   @umarket  
  3. 3. WEBINAR ROAD MAP !   Our story !   Bloggers? Why work with them? !   Case studies !   How to find your blogger !   Cooperation models !   Metrics and success
  4. 4. WHERE ARE PEOPLE GETTING THEIR INFORMATION? !   Internet search !   Social media !   Family and friends !   Review sites (e.g., Trip Advisor) !   Traditional print
  5. 5. WHAT ROLE DO BLOGS PLAY? 77 of internet users read blogs 52 of blog readers said that a post affected their decision 46 of consumers indicate that they trust traditional media less than they did five years ago
  6. 6. IF YOU CAN IMAGINE IT,THERE IS A BLOG ABOUT IT Remember: Overlaps between areas, niches inside of them.
  7. 7. IMPORTANCE OF STORY WHOSE STORY DO I LIKE !   Story is a differentiator AND WHO CAN HELP !   People follow a blogger’s story TELL MY STORY? !   Piggy back on a blogger’s story
  8. 8. STORY MODELS!   Changing perceptions!   Existing product, new story line!   Birth of a new product!   Reaching new demographics
  9. 9. WHY ARE BLOGGERS EFFECTIVE? !   Personal. Personality !   Real experiences !   Trust factor. Independent !   Exposure: Immediate & Long Term !   Authority “People don’t trust entities. People trust people.” - Tim Ferriss, author of The 4-Hour Workweek
  10. 10. SHIFT FROM HOBBY TOPROFESSIONAL: WHAT THIS MEANS !   More professional, higher quality !   Bloggers expecting more !   More competition !   The new superstar
  11. 11. PROFESSIONAL BLOGGERS TAKING THE MAIN STAGE!   Fashion bloggers getting first row seats during fashion week, designing new product lines (H&M)!   Pantene choosing a beauty blogger for commercials and spokesperson Bloggers are no longer hiding out in parents’ basement.
  12. 12. THE POWER OF... !   Reaching a blogger’s targeted audience !   A bloggers endorsement
  13. 13. THE TIM FERRIS EFFECT “If you take a print magazine with a million personcirculation, and a blog with a devout readership of 1 million, for the purpose of selling anything that can be sold online,the blog is infinitely more powerful, because it’s only a click away.” - Tim Ferriss, author of The 4-Hour Workweek Amazon rank from 1,295 to 45 after Michael Ellsberg appeared on Tim Ferriss’ blog
  14. 14. CASE STUDY: JORDAN TOURISM BOARD !   Goals: Increase awareness of Jordan & publicize Jordan’s safety in midst of Middle East !   Blogger trips & social media activities !   Bloggers became destination ambassadors.
  15. 15. CASE STUDY: G ADVENTURES !   Wanderers in Residence Program ! G Adventures Tour
  16. 16. CASE STUDY: EXPEDIA’S BLOGGER OUTREACH !   Twitter Chat - #Expchat !   Live tweeting events (e.g., film festivals) and vacations Expedia wants to promote
  17. 17. CASE STUDY: VONAGE MOBILE APP "...the mobile calling app Vonage introduced last week has taken off like a bottle rocket with nary a marketing dollar spent to support it." The Motley Fool, investment advice !   What Vonage did: partnered with a diverse group of niche bloggers to review their app and announce on social media
  18. 18. CASE STUDY: MOM BLOGGERS!   Powerful group, dedicated audience!   American Express gives 15,000 reward points worth $1,500!   Prudent Baby uses reward points to redesign deck!   Makes a video about project that gets 300k views!   Good investment?
  19. 19. DEFINE YOUR BLOGGERCOOPERATION GOALS!   How does this cooperation fit with larger corporate strategy?!   What are you hoping to achieve?!   What are the measurable outcomes?
  20. 20. HOW TO FIND THE RIGHTBLOGGER: QUALITATIVE Define what you are looking for to promote your brand: !   Target audience !   Content style and tone !   Niche
  21. 21. CASE STUDY: CONAGRA !   ConAgra (with Ketchum’s advice) invites New York’s top mom and food bloggers to a private, exclusive dinner. !   New product launch.
  22. 22. CONAGRA: WRONG MATCH “Our entire meal was a SHAM!” Suzanne Chan, Mom Confessionals blog!   Bait and Switch. !   Not the right bloggers for product.
  23. 23. A LOOK AT NUMBERS:WHERE TO FIND THEM !   Unique Visitors ! Pageviews !   Demographics (country, gender, age) !   RSS/newsletter !   Twitter/Facebook community
  24. 24. “Not everything that can becounted counts, and not everything that counts can be counted.” - Albert Einstein
  25. 25. QUALITATIVE FACTORS !   Tone and quality of content !   Quality of engagement !   Trust of audience !   Other outlets
  26. 26. A DOSE OF SKEPTICISM !   A pageview does not necessarily equal an impression. Take a look at amount of time spent on site. !   Beware of echo chambers. Are you really reaching your target audience?
  27. 27. REACHING OUT TO BLOGGERS: THE DO’S !   Make a personal connection !   Ask for ideas !   Be creative !   Lay groundwork for a long term relationship !   Attend conferences and tweet ups to meet bloggers
  28. 28. REACHING OUT: THE DON’TS Hello Blogger, I have a great service/product/deal that is not connected to your niche. !   Don’t spam. Press Releases=bad. !   Don’t assume (or demand) free promotion !   Don’t treat bloggers as non professionals or assume all the same
  29. 29. TYPES OF BLOGGER COOPERATION!   Providing free product/service in exchange for review!   Advertising!   Contests and Giveaways!   Hosting Twitter chats!   Brand Ambassador Remember: Bloggers need to disclose!
  32. 32. MEASURING RESULTS:SUCCESS METRICS !   Blog analytics !   Engagement !   Reach of Tweets !   Promo codes !   Click-throughs
  33. 33. MEASURING ENGAGEMENT !   Comments !   Retweets !   Facebook Likes
  36. 36. KNOCK ON EFFECTS FROMBLOGGER COOPERATION !   89% of journalists conduct research on blogs !   Interviews and media coverage resulting from cooperation !   Blogger becomes authority !   Your brand and story gets included at conferences
  37. 37. WORKING WITH BLOGGERS:BEFORE COOPERATION !   Make clear your goals for the project !   Ask for input, work together - blogger knows audience !   Build the relationship, develop trust
  38. 38. WORKING WITH BLOGGERS:DURING COOPERATION!   Provide blogger with tools he needs to do his job!   Co-Promotion of content!   Stay flexible, troubleshoot
  39. 39. WORKING WITH BLOGGERS: AFTER COOPERATION!   Continued co-promotion!   Supporting blogger in ambassador role!   Start thinking of the next project
  40. 40. UPSHOT!  This is a human experience!  Relationship!  Patience!  Fun
  41. 41. THANK YOU!Let’s continue the conversation. Connect with us on: ! ! ! ! !   LinkedIn: Audrey Scott & Daniel Noll