Paper or Plastic?Bag the Blogger/Brand Stereotypes & Get Serious                                                  @empowermm
Paper or Plastic? The Stereotypes         Questions? Ask! The Reality             Tweeting? 9 Brand-Savvy Tips      • #sbs...
Paper or Plastic -- in a Tweet Get past stereotypes to create long-term relationships that benefit blogger, readers, brand...
The Good, The Bad, The DramaThe Stereotypes                               @empowermm
The StereotypesBloggers =Brands =                  @empowermm
The StereotypesBloggers Are:           Brands Are:                   #sbsummit RealityUnprofessional and      Unaware that...
The StereotypesBloggers Are:            Brands Are:                #sbsummit RealityFemale bloggers = Moms All the same   ...
The Stereotypes: Bad Pitches                               @empowermm
The Stereotypes: Bad Pitches PORN (ew) The Fleshdrive Brings Movies in the Palm of Your Hand GIRLFRIEND? 5 Best Places to ...
The Stereotypes: Inspirational Quote   “Brands puke their stuff on us  and then expect us to clean it up.”             -- ...
@empowermm
Confusion Can Be NavigatedThe Reality                             @empowermm
Reality: Industry Confusion Confusion comes from various issues and trends  • “Citizen Journalists”  • FTC disclosure  • P...
Reality: Industry Confusion Approach Causes Confusion  • Poor list development  • Campaign approach  • Transaction vs.    ...
Reality: One Size (Never) Fits All  Media                   Blogger  Career                  Passion  Editorial and ads ar...
Reality: Our Approach Follows community relations vs. media relations model Focuses on long-term relationships Outreach su...
Reality: Shout Out We’ve worked with Savvy Blogging Summit attendees  • Hoosier Homemade for Michaels  • Clueless Mama for...
Reality: Our Approach Lists created with tools, time and talent  • Five-stage, 26-step process; bulk of which is    human ...
Let’s Make It Better9 Brand-Savvy Tips                       @empowermm
Brand-Savvy Tips1) Think Ecosystem: Brand, Blogger, Readers,   Agency; Online and Offline2) Consider All Media: Paid, Owne...
Brand-Savvy Tips4) Show How You’re Different: How do you position   your blog; how do you differentiate from others?5) Get...
@empowermm
Brand-Savvy Tips7) Focus on Search: Is your search impact stronger   than your reach; is it your biggest opportunity?  •  ...
Brand-Savvy Tips8) Simplify Media Kit: “Media Kits Suck” But Yours   Doesn’t Have To  •   Create a One-Sheeter  •   It Ini...
BrandedPositioningAudience ProfileUnique VisitorsTypes of P/O/E MediaOpportunitiesPage ViewsScreen Grab(s)EngagementMetric...
Brand-Savvy Tips9) Show Your Impact: Use research (WOMMA.org,  Nielsen.com, eMarketer) client endorsements  and track resu...
Seek & Ye Shall Find3 Tips to Target Brands                          @empowermm
Tips to Target Brands1) Build Your List: Who are YOUR dream brands?2) Qualify List:  •   Is there target audience alignmen...
Download Our Tip SheetsAction Items                          @empowermm
Action Items Download Our Savvy Blogging Summit Kit  • Conduct a Search Audit  • Review/Create Media Kit  • Consider All o...
Paper or Plastic -- in a Tweet Get past stereotypes to create long-term relationships that benefit blogger, readers, brand...
Paper or Plastic?Bag the Blogger/Brand Stereotypes & Get Serious                                                  @empowermm
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Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious

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Relationships between bloggers and brands are at an interesting crossroads.

The FCC has exacting rules of engagement, but is everyone playing by the rules? How long before brands get bored with blogs and move on to the next shiny new thing? What’s the best approach to move bloggers and brands from a one-time transaction in the express lane into a full-blown business relationship?

Jessica George and Kevin Dugan from Empower MediaMarketing presented this at Savvy Blogging Summit 2011.

It covers commonly-held misconceptions and the steps to take to build better relationships with brands.

Published in: Technology, Business
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Paper or Plastic? Bag the Blogger/Brand Stereotypes & Get Serious

  1. 1. Paper or Plastic?Bag the Blogger/Brand Stereotypes & Get Serious @empowermm
  2. 2. Paper or Plastic? The Stereotypes Questions? Ask! The Reality Tweeting? 9 Brand-Savvy Tips • #sbsummit • @empowermm Tips to Target Brands • @prblog Action Items Q&A Fun @empowermm
  3. 3. Paper or Plastic -- in a Tweet Get past stereotypes to create long-term relationships that benefit blogger, readers, brand, agency – the whole community #sbsummit @empowermm
  4. 4. The Good, The Bad, The DramaThe Stereotypes @empowermm
  5. 5. The StereotypesBloggers =Brands = @empowermm
  6. 6. The StereotypesBloggers Are: Brands Are: #sbsummit RealityUnprofessional and Unaware that my blog is not Discuss timing upfront;miss deadlines my life communicate throughoutNot creative Not willing to consider our You don’t know unless you ideas ask – it’s all in how you askGoing to read my long Going to read my blog, Get to the point, make itpitch media kit, about me page easy to work with youGiving me posts for Paying me if I write a post What’s the value for ALL:free stuff about them reader, brand, blogger. @empowermm
  7. 7. The StereotypesBloggers Are: Brands Are: #sbsummit RealityFemale bloggers = Moms All the same Relevancy is critical for allIn it for the bling Working with unlimited $ Predetermined budgetsAll the same Clueless Industry understanding varies; don’t get offendedNeeding me more than I Needing me more than I It’s about mutuallyneed them need them beneficial relationshipsAlways online Hovering over keyboard, Set up expectations waiting to respond @empowermm
  8. 8. The Stereotypes: Bad Pitches @empowermm
  9. 9. The Stereotypes: Bad Pitches PORN (ew) The Fleshdrive Brings Movies in the Palm of Your Hand GIRLFRIEND? 5 Best Places to Find the Guy of Your Dreams DEAD ISSUE Who Died Today? New Website Makes Sure You’re Always in the Know DATA & PORN (huh?) Debbie Does Data (hurricane meets disaster recovery service) @empowermm
  10. 10. The Stereotypes: Inspirational Quote “Brands puke their stuff on us and then expect us to clean it up.” -- Andrea Deckard, Savings Lifestyle Blog @empowermm
  11. 11. @empowermm
  12. 12. Confusion Can Be NavigatedThe Reality @empowermm
  13. 13. Reality: Industry Confusion Confusion comes from various issues and trends • “Citizen Journalists” • FTC disclosure • Paid vs. Owned vs. Earned Media • Understanding Influence and How to Measure It • Mommy Bloggers • “Extreme Couponing” @empowermm
  14. 14. Reality: Industry Confusion Approach Causes Confusion • Poor list development • Campaign approach • Transaction vs. relationship • Media relations mindset • See social media as broadcast vs. engagement @empowermm
  15. 15. Reality: One Size (Never) Fits All Media Blogger Career Passion Editorial and ads are You’re editor and ad team separate Deadline-driven Blogging competes w/ life – establish expectations Short news cycle Longer news cycle @empowermm
  16. 16. Reality: Our Approach Follows community relations vs. media relations model Focuses on long-term relationships Outreach success rate average is over 50 percent Successful outreach for several brands • Chiquita, Febreze FLOE, Long John Silvers, Marzetti, Mederma, Meijer, Michaels, Rust-oleum, Shaw Flooring, totes>>isotoner @empowermm
  17. 17. Reality: Shout Out We’ve worked with Savvy Blogging Summit attendees • Hoosier Homemade for Michaels • Clueless Mama for Chiquita • Coupon Challenge for Chiquita • Savings Lifestyle for Meijer @empowermm
  18. 18. Reality: Our Approach Lists created with tools, time and talent • Five-stage, 26-step process; bulk of which is human vs. automagic • Focused on the audience: you/your readers • Identifies bloggers with mix of • Relevancy: on-topic, sentiment • Reach: socially active, level of following • Content: relevancy, frequency • Engagement: number of comments, links @empowermm
  19. 19. Let’s Make It Better9 Brand-Savvy Tips @empowermm
  20. 20. Brand-Savvy Tips1) Think Ecosystem: Brand, Blogger, Readers, Agency; Online and Offline2) Consider All Media: Paid, Owned and Earned; Where do you fit in?3) Talk Business: Adopt terms like target audience, outreach goals, client list, media kit @empowermm
  21. 21. Brand-Savvy Tips4) Show How You’re Different: How do you position your blog; how do you differentiate from others?5) Get Analytical: Consider relevance, reach, frequency, audience, engagement; identify your strengths6) Show You’re a Pro: Show understanding of FTC/WOMMA ethics; create a professional profile on sites like LinkedIn or About.Me @empowermm
  22. 22. @empowermm
  23. 23. Brand-Savvy Tips7) Focus on Search: Is your search impact stronger than your reach; is it your biggest opportunity? • Research Keywords • Optimize Copy/Headlines/Images • Content is STILL King • Know the Code (meta tags, page titles, sitemaps) • Share: All syndication is good, but +1 impacts search ranking • Track Search Impact for Clients @empowermm
  24. 24. Brand-Savvy Tips8) Simplify Media Kit: “Media Kits Suck” But Yours Doesn’t Have To • Create a One-Sheeter • It Initiates Conversation • Keep in Mind Sales Cycle (Tapas vs. Buffet) • Five is the New Ten • Editorial Calendar Is Follow Up @empowermm
  25. 25. BrandedPositioningAudience ProfileUnique VisitorsTypes of P/O/E MediaOpportunitiesPage ViewsScreen Grab(s)EngagementMetricsSpecsCost StructureContact Info @empowermm
  26. 26. Brand-Savvy Tips9) Show Your Impact: Use research (WOMMA.org, Nielsen.com, eMarketer) client endorsements and track results @empowermm
  27. 27. Seek & Ye Shall Find3 Tips to Target Brands @empowermm
  28. 28. Tips to Target Brands1) Build Your List: Who are YOUR dream brands?2) Qualify List: • Is there target audience alignment? • Do they currently outreach?3) Build a Plan: • Which agency’s doing outreach? • Customize your approach • Show positioning & differentiation • Consider targeting brands with paid media @empowermm
  29. 29. Download Our Tip SheetsAction Items @empowermm
  30. 30. Action Items Download Our Savvy Blogging Summit Kit • Conduct a Search Audit • Review/Create Media Kit • Consider All of Our Brand-Savvy & Brand-Targeting Tips bit.ly/sbsummit Ask Us Questions • This is the last slide; it’s time for Q&A Fun! @empowermm
  31. 31. Paper or Plastic -- in a Tweet Get past stereotypes to create long-term relationships that benefit blogger, readers, brand, agency – the whole community #sbsummit @empowermm
  32. 32. Paper or Plastic?Bag the Blogger/Brand Stereotypes & Get Serious @empowermm

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