How to Identify and Manage Outreach to Influential Bloggers<br />Presented by:<br />Justin Levy<br />General Manager<br />...
Housekeeping<br />To ask questions during the webinar:<br />On Twitter: #NML<br />On GoToWebinar: Q&A feature<br />The web...
Housekeeping<br />To ask questions during the webinar:<br />On Twitter: #NML<br />On GoToWebinar: Q&A feature<br />The web...
Housekeeping<br />To ask questions during the webinar:<br />On Twitter: #NML<br />On GoToWebinar: Q&A feature<br />The web...
Agenda<br />Who we are<br />How to properly target influential bloggers<br />Designing an effective blogger outreach reque...
Agenda<br />Who we are<br />How to properly target influential bloggers<br />Designing an effective blogger outreach reque...
What does New Marketing Labs do?<br />Research<br />Online Audit of Corporate & Competitive on-line Social Presence & Repu...
New Marketing Labs Clients<br />8<br />New Marketing Labs, LLC | www.newmarketinglabs.com<br />
Agenda<br />Who we are<br />How to properly target influential bloggers<br />Designing an effective blogger outreach reque...
Targeting Influential Bloggers<br />10<br />New Marketing Labs, LLC | www.newmarketinglabs.com<br />Source: http://www.fli...
Obtain a 360 Degree View<br />11<br />New Marketing Labs, LLC | www.newmarketinglabs.com<br />Source: http://www.flickr.co...
Open Up the Tool Box<br />12<br />New Marketing Labs, LLC | www.newmarketinglabs.com<br />Source: http://www.flickr.com/ph...
Find Relevant Industry Blogs<br />13<br />New Marketing Labs, LLC | www.newmarketinglabs.com<br />Source: http://www.flick...
Find Relevant Industry Blogs<br />14<br />New Marketing Labs, LLC | www.newmarketinglabs.com<br />Source: http://www.flick...
Find Relevant Industry Blogs<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr...
Find Relevant Industry Blogs<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr...
Find Relevant Industry Blogs<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr...
Visit Potential Blogs<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/ph...
Who Are They?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/sti...
Do They Already Review Products?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.fl...
Take a Snapshot of Their Community<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www....
Blog Report Card<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/...
Blog Report Card<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/...
Are They On Twitter?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/pho...
Are They On Twitter?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/pho...
Are They On Twitter?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/pho...
Are They On Twitter?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/pho...
Twitter Grader<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/st...
Facebook, LinkedIn, Flickr, etc<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.fli...
Analyze<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/61...
Agenda<br />Who we are<br />How to properly target influential bloggers<br />Designing an effective blogger outreach reque...
What Not to Do!<br />For Immediate Release [full press release for first author follows]It&apos;s really rare I get to ann...
What Not to Do!<br />I&apos;m really sorry you feel that way. With all due respect I will try to explain my own personal p...
What happened?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/st...
How Can You Avoid?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photo...
How Can You Avoid?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photo...
How Can You Avoid?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photo...
How Can You Avoid?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photo...
How Can You Avoid?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photo...
Do They Tell You How to Pitch Them?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www...
Do They Tell You How to Pitch Them?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www...
Blogger Relations Credo<br />Before pitching, I will read several previous blog posts/articles to see if story would be a ...
Agenda<br />Who we are<br />How to properly target influential bloggers<br />Designing an effective blogger outreach reque...
FTC Guidelines – In Plain English<br />Source: http://www.whitneyhoffman.com/2009/10/06/the-new-ftc-guidelines-on-endorsem...
FTC Guidelines – Disclosure<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr....
FTC Guidelines – Disclosure<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr....
FTC Guidelines – What Does It Mean for Blogger Outreach Programs?<br />If you will be working with bloggers who will recei...
Agenda<br />Who we are<br />How to properly target influential bloggers<br />Designing an effective blogger outreach reque...
Any questions…<br />49<br />New Marketing Labs, LLC | www.newmarketinglabs.com<br />
Thank you…<br />50<br />New Marketing Labs, LLC | www.newmarketinglabs.com<br />Justin Levy<br />General Manager<br />New ...
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How to Identify Influential Bloggers and Manage Blogger Outreach Programs

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How to Identify Influential Bloggers and Manage Blogger Outreach Programs

  1. 1. How to Identify and Manage Outreach to Influential Bloggers<br />Presented by:<br />Justin Levy<br />General Manager<br />New Marketing LabsTwitter: @justinlevy<br />1<br />
  2. 2. Housekeeping<br />To ask questions during the webinar:<br />On Twitter: #NML<br />On GoToWebinar: Q&A feature<br />The webinar is being recorded and will be available for download.<br />The slide deck will be uploaded to Slideshare<br />2<br />New Marketing Labs, LLC | www.newmarketinglabs.com<br />
  3. 3. Housekeeping<br />To ask questions during the webinar:<br />On Twitter: #NML<br />On GoToWebinar: Q&A feature<br />The webinar is being recorded and will be available for download.<br />The slide deck will be uploaded to Slideshare<br />3<br />New Marketing Labs, LLC | www.newmarketinglabs.com<br />
  4. 4. Housekeeping<br />To ask questions during the webinar:<br />On Twitter: #NML<br />On GoToWebinar: Q&A feature<br />The webinar is being recorded and will be available for download.<br />The slide deck will be uploaded to Slideshare<br />4<br />New Marketing Labs, LLC | www.newmarketinglabs.com<br />
  5. 5. Agenda<br />Who we are<br />How to properly target influential bloggers<br />Designing an effective blogger outreach request<br />FTC Regulations – How do they affect blogger outreach?<br />Questions<br />5<br />New Marketing Labs, LLC | www.newmarketinglabs.com<br />
  6. 6. Agenda<br />Who we are<br />How to properly target influential bloggers<br />Designing an effective blogger outreach request<br />FTC Regulations – How do they affect blogger outreach?<br />Questions<br />6<br />New Marketing Labs, LLC | www.newmarketinglabs.com<br />
  7. 7. What does New Marketing Labs do?<br />Research<br />Online Audit of Corporate & Competitive on-line Social Presence & Reputations<br />Ongoing Measurement Tracking<br />Leads, Sales, Awareness, Community Growth, Press, Visits, Downloads, etc.<br />Education / Guidance <br />Establish Social Guidelines for Company / Employees. Provide Boot Camp Training to Execs & Managers <br />Content Development, Community Management & Campaign Execution<br />Responding / Engaging<br />Listening<br />With Strategic Guidelines in Place – Conduct Responsive Outreach – Relationship /Community Building<br />Indentify Trends, Conversations about Brand – Validate Assumptions; assess tone of conversations – ID Service, Sales, Support Opportunities<br />Content Publishing/Sharing Breed Authority SEO. Video, Facebook / iPhone Apps<br />Advocacy & Influencer Programs <br />Proactive Engagement Programs to Enrich, Support & Outreach<br />ID & Engage Online Influencers <br />
  8. 8. New Marketing Labs Clients<br />8<br />New Marketing Labs, LLC | www.newmarketinglabs.com<br />
  9. 9. Agenda<br />Who we are<br />How to properly target influential bloggers<br />Designing an effective blogger outreach request<br />FTC Regulations – How do they affect blogger outreach?<br />Questions<br />9<br />New Marketing Labs, LLC | www.newmarketinglabs.com<br />
  10. 10. Targeting Influential Bloggers<br />10<br />New Marketing Labs, LLC | www.newmarketinglabs.com<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />
  11. 11. Obtain a 360 Degree View<br />11<br />New Marketing Labs, LLC | www.newmarketinglabs.com<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />
  12. 12. Open Up the Tool Box<br />12<br />New Marketing Labs, LLC | www.newmarketinglabs.com<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />
  13. 13. Find Relevant Industry Blogs<br />13<br />New Marketing Labs, LLC | www.newmarketinglabs.com<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />
  14. 14. Find Relevant Industry Blogs<br />14<br />New Marketing Labs, LLC | www.newmarketinglabs.com<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />
  15. 15. Find Relevant Industry Blogs<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />
  16. 16. Find Relevant Industry Blogs<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />
  17. 17. Find Relevant Industry Blogs<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />
  18. 18. Visit Potential Blogs<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />
  19. 19. Who Are They?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />
  20. 20. Do They Already Review Products?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />
  21. 21. Take a Snapshot of Their Community<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />
  22. 22. Blog Report Card<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />
  23. 23. Blog Report Card<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />
  24. 24. Are They On Twitter?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />
  25. 25. Are They On Twitter?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />
  26. 26. Are They On Twitter?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />
  27. 27. Are They On Twitter?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />
  28. 28. Twitter Grader<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />
  29. 29. Facebook, LinkedIn, Flickr, etc<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />
  30. 30. Analyze<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />
  31. 31. Agenda<br />Who we are<br />How to properly target influential bloggers<br />Designing an effective blogger outreach request<br />FTC Regulations – How do they affect blogger outreach?<br />Questions<br />31<br />New Marketing Labs, LLC | www.newmarketinglabs.com<br />
  32. 32. What Not to Do!<br />For Immediate Release [full press release for first author follows]It&apos;s really rare I get to announce a new book and offer an special opportunity of such importance, quality and pure enjoyment. [Author&apos;s] new book [Title], published this coming month by [Big Publisher #1], is so good that I believe that he can change the attitude that many Americans have towards the challenging lives we presently lead and our whole future - for the better.Please let me know if you&apos;d like to see a copy of [Author #1&apos;s] new book.It doesn&apos;t matter where you live or who you are, if you haven&apos;t yet reviewed [Title of book #2], published by [Publisher #2], which is still number X on the New York Times Best Sellers List (X weeks in a row now), let me know and we&apos;ll send you both.Please provide me with your best street address and phone number. If you&apos;d like to arrange an interview with [Author #1], please do let me know as well.[Name of Publicist & Tel #]<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />
  33. 33. What Not to Do!<br />I&apos;m really sorry you feel that way. With all due respect I will try to explain my own personal professional opinion why your position is something that&apos;s less than desirable for a someone who is practicing in the world of public relations. I&apos;ve been pitching media for over 35 years. It&apos;s true I use a news release format and yes, it&apos;s a one size fits all approach. But I have to tell you it works. By saying that you need to have the pitch a certain way to me is a fairly close minded way to be. Sure you might like to be edified and maintain that there&apos;s a proper way to pitch a blogger so that your ideas make the communications fit your ideals, but actually, it&apos;s simply unrealistic to those of us who make a living getting people publicity. I think that you might want to try getting publicity for others before you criticize the way in which we who do this for a living practice it. I only wish you could understand that we can&apos;t operate the way you are asking. I use news releases to offer our opportunities and actually, it&apos;s very, very effective. Bloggers are only one of over 25 prime media and online technologies. There are 1700 dailies, 6900 weeklies, 12000 magazines, 8500 radio talk shows, 6500 tv stations and talk shows, 450 news services and syndicates, and 800 plus freelance writers, and that&apos;s just the prime media. Then there are the online counterparts to all the above and media bloggers are just a part of them. Then there&apos;s the Internet. Web pages, blogs, ezines, newsletters, forums, audio, video, and now there&apos;s the so-called social media. While it&apos;s true that the formats for production are different the way to ask media if they are interested still come down to a meaningful communication that allows you to communicate.I have to tell you that most media respond favorably to content and quality, and not to the format of the email. The response to this pitch in particular is as it turns out as high as I&apos;ve ever seen a media response in all my years of doing this. Even your blogger counterparts are responding favorably. Dozens and dozens of them are responding simply by saying, sure,. Send us the books.BTW, this is how you are listed in the Cision database. You are just one of over three-quarters of a million journalists listed.If you don&apos;t want to receive any more news releases from me, please click on the link at the bottom of one of the news releases. We&apos;re CAN SPAM Act compliant....I&apos;ve written a few career books in my time and even have a new book out on how to write effective news releases. If you want to see the new book let me know.You might learn something from an ol&apos; timer yet.<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />
  34. 34. What happened?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />
  35. 35. How Can You Avoid?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />1. Do your homework<br />2. Do have a catchy subject line<br />3. Do be brief<br />4. Do be personal<br />5. Do be personable<br />
  36. 36. How Can You Avoid?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />1. Do your homework<br />2. Do have a catchy subject line<br />3. Do be brief<br />4. Do be personal<br />5. Do be personable<br />
  37. 37. How Can You Avoid?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />1. Do your homework<br />2. Do have a catchy subject line<br />3. Do be brief<br />4. Do be personal<br />5. Do be personable<br />
  38. 38. How Can You Avoid?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />1. Do your homework<br />2. Do have a catchy subject line<br />3. Do be brief<br />4. Do be personal<br />5. Do be personable<br />
  39. 39. How Can You Avoid?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />1. Do your homework<br />2. Do have a catchy subject line<br />3. Do be brief<br />4. Do be personal<br />5. Do be personable<br />
  40. 40. Do They Tell You How to Pitch Them?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />
  41. 41. Do They Tell You How to Pitch Them?<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />
  42. 42. Blogger Relations Credo<br />Before pitching, I will read several previous blog posts/articles to see if story would be a good fit.<br />If there is NOT a good fit, I won’t pitch – and will push back on unreasonable demands to do so. <br />Before contacting / pitching, I will double‐check my method of outreach. I will review any guidelines made publicly available.<br />4. I promise to never send a pitch, press release or material if I can’t<br /> readily demonstrate its relevance and value to their readers.<br />5. As much as possible, I will participate transparently within the community.<br />6. I promise that any correspondence should contain a message<br /> customized to the bloggers needs – referencing posts of interest.<br />7. I know that being ignored by a blogger is their prerogative and they have no obligation to cover a story, verify facts or actbeyond their own interests, opinions & needs of their Community. <br />
  43. 43. Agenda<br />Who we are<br />How to properly target influential bloggers<br />Designing an effective blogger outreach request<br />Managing bloggers for a blogger outreach program<br />FTC Regulations – How do they affect blogger outreach?<br />Questions<br />43<br />New Marketing Labs, LLC | www.newmarketinglabs.com<br />
  44. 44. FTC Guidelines – In Plain English<br />Source: http://www.whitneyhoffman.com/2009/10/06/the-new-ftc-guidelines-on-endorsements-by-bloggers/<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />If you receive money or any sort of exchange, including a free product, even if unsolicited, you must disclose this in the endorsement somewhere.<br />If you are endorsing something, you must be a bona fide user of the product at the time the endorsement is given.<br />You must disclose this “quid pro quo”. You can’t disclose it after the fact – it must live with the endorsement.<br />The advertiser is liable for any false claims you make.<br />
  45. 45. FTC Guidelines – Disclosure<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />
  46. 46. FTC Guidelines – Disclosure<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />
  47. 47. FTC Guidelines – What Does It Mean for Blogger Outreach Programs?<br />If you will be working with bloggers who will receive products as part of an ongoing program, require that they disclose the relationship<br />Source: http://www.flickr.com/photos/stollerdos/305323999<br />Source: http://www.flickr.com/photos/stitch/6162233<br />
  48. 48. Agenda<br />Who we are<br />How to properly target influential bloggers<br />Designing an effective blogger outreach request<br />Managing bloggers for a blogger outreach program<br />FTC Regulations – How do they affect blogger outreach?<br />Questions<br />48<br />New Marketing Labs, LLC | www.newmarketinglabs.com<br />
  49. 49. Any questions…<br />49<br />New Marketing Labs, LLC | www.newmarketinglabs.com<br />
  50. 50. Thank you…<br />50<br />New Marketing Labs, LLC | www.newmarketinglabs.com<br />Justin Levy<br />General Manager<br />New Marketing LabsBlog: http://justinrlevy.com<br />Twitter: @justinlevy<br />Facebook: facebook.com/justinlevy<br />On behalf of the entire team at New Marketing Labs, thank you for spending time with us today.<br />For more information on New Marketing Labs, please visit us at: <br />http://newmarketinglabs.com<br />

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