Behind the Scenes: Brands and Blogger Relations Programs

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Breakout session presentation from the 2012 Minnesota Bloggers Conference (#mnblogcon), September 22, 2012.

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Behind the Scenes: Brands and Blogger Relations Programs

  1. 1. Behind the Scenes: Brands and Blogger Relations Programs Minnesota Bloggers Conference | September 22, 2012 Lauren MelcherElevating The Conversation Page 1©WEBER SHANDWICK 2012 All rights reserved
  2. 2. I see the blogger world from multiple anglesElevating The Conversation Page 2©WEBER SHANDWICK 2012 All rights reserved
  3. 3. “The organizing principle of how we live, work and play [the web] is moving away from being built around content, and is being rebuilt around people.” - Mark ZuckerbergThe Update Meeting 19 April 2012 Page 3Elevating The Conversation ©WEBER SHANDWICK 2012 All rights reserved Page 3©WEBER SHANDWICK 2012 All rights reserved
  4. 4. “Lasting and substantive change can be best effected by a group of people connected to each other, to a leader and to an idea.” - Seth Godin, TribesElevating The Conversation Page 4©WEBER SHANDWICK 2012 All rights reserved
  5. 5. Translation for brands: make business social by designElevating The Conversation Page 5©WEBER SHANDWICK 2012 All rights reserved
  6. 6. The Opportunity for Brands Engage influencers as a strategic and creative discipline – one that starts with a relationship-based versus transactional approach, and is always on.Elevating The Conversation Page 6©WEBER SHANDWICK 2012 All rights reserved
  7. 7. The Opportunity for Bloggers Develop meaningful, two-way relationships with brands, through products or experiences, and leverage those relationships for future growth.Elevating The Conversation Page 7©WEBER SHANDWICK 2012 All rights reserved
  8. 8. The “new” pyramid of influence Our job (PR) is to make a concerted effort to bring influencers into our clients’ businesses, and to institutionalize dialogue and relationship building throughout the pyramid Semi-pro content creators Editors Content bloggers/enthusiasts who expect to be paid Social publishers Enthusiasts looking for content and non-cash social currency Super fans Brand advocates seeking brand perks and recognition Fans & FollowersElevating The Conversation Page 8©WEBER SHANDWICK 2012 All rights reserved
  9. 9. How are brands innovating around people?Elevating The Conversation Page 9©WEBER SHANDWICK 2012 All rights reserved
  10. 10. Nike, intel and beats More than a megaphone Top of the pyramid influencer partnership can be built into the business itself…applying the qualities that made them compelling figures to help market from the inside out. How does this apply to you as a blogger?Elevating The Conversation Page 10©WEBER SHANDWICK 2012 All rights reserved
  11. 11. Milk Processor Education Program (got milk? Campaign) Real-time engagement The Breakfast Project for Milk centers on active listening to uncover influencers who can participate in a content program centered on breakfast Are the things you’re tweeting, posting and photographing the things with which you’d like to be identified in a Radian6 search or on a blogger research list?Elevating The Conversation Page 11©WEBER SHANDWICK 2012 All rights reserved
  12. 12. Let’s Go Somewhere CoolElevating The Conversation Page 12©WEBER SHANDWICK 2012 All rights reserved
  13. 13. U.S. Army – Inspire Stories: Engages and Inspires Bloggers through Authentic Army Experiences 13 blogger experiences since 2010 12,000,000 impressionsElevating The Conversation Page 13©WEBER SHANDWICK 2012 All rights reserved
  14. 14. CUSTOM BLOGGER EXPERIENCES • Influential chef and food blogger Matt Armendariz observing the U.S. Army Culinary Cup Competition • Online marketing blogger Lee Odden jumping with the Army Golden Knights • Technology blogger David Banks from GeekDad and WIRED.com experiencing the use of video training simulation at the Combat Simulations Unit • Fitness blogger and digital mom Leah Segedie participating in mini-greening (aka boot camp) and receiving a first-hand look at fitness and nutrition for privates at Fort Benning • Daddy blogger and Huffington Post contributor Ron Mattock’s spending time with Soldiers in elite training at Airborne School and learning from father Soldiers about their duel lives as servicemen and fathersElevating The Conversation Page 14©WEBER SHANDWICK 2012 All rights reserved
  15. 15. HOW? Media relations approach: - Account team or client creates opportunities based on upcoming events, campaign goals or cultural trends - Army account team researches potential participants - Calculates potential reach and amplification - Initial pitch - Relationship-building stage - Experience execution stage - Follow-up content creation and syndicationElevating The Conversation Page 15©WEBER SHANDWICK 2012 All rights reserved
  16. 16. A Passion for Pork from Farm to Fork Program goals: Develop a program that will increase the level of trust suburban Minnesota Moms have in Minnesota Pig Farmers by 5%. Foster relationships within suburban communities by helping to feed at least 1,500 local families in need.Elevating The Conversation Page 16©WEBER SHANDWICK 2012 All rights reserved
  17. 17. • 39 tour participants in 2011-12 • 50% lifestyle or food bloggers • Participants encouraged to post photos, tweet and write blog posts on their own platforms or the Oink Outings blog • On average, post-tour surveys indicated a 50-79% increase in trustElevating The Conversation Page 17©WEBER SHANDWICK 2012 All rights reserved
  18. 18. My best advice: Blogger relations program opportunities are unpredictable To be invited, you need to make yourself easy to identify and contact Professionalism is key Brands are looking for ROI Best to be an active participant (not a passive observer)Elevating The Conversation Page 18©WEBER SHANDWICK 2012 All rights reserved
  19. 19. To be invited, you need to make yourself easy to identify and contact Active participation in: • Facebook groups • LinkedIn groups • Twitter chatsElevating The Conversation Page 19©WEBER SHANDWICK 2012 All rights reserved
  20. 20. Brands are looking for ROI Most invest in real-time monitoring of actions to track earned media value. Insights from digital/social analytics data drive and inform future programs by interpreting the implications behind the numbers.Elevating The Conversation Page 20©WEBER SHANDWICK 2012 All rights reserved
  21. 21. Best to be an active participant (not a passive observer) Invite Connect Browse Dear Jeff, We love your blog and we think your passion for design and music makes you a perfect fit for the Acura VIP Network. Join us! Audience driven Collaborate/Grab Share social actionsElevating The Conversation Page 21©WEBER SHANDWICK 2012 All rights reserved
  22. 22. My best advice: Blogger relations program opportunities are unpredictable To be invited, you need to make yourself easy to identify and contact Professionalism is key Brands are looking for ROI Best to be an active participant (not a passive observer)Elevating The Conversation Page 22©WEBER SHANDWICK 2012 All rights reserved
  23. 23. Lauren Melcher Digital Strategist @lgmelcher lmelcher@webershandwick.comElevating The Conversation Page 23©WEBER SHANDWICK 2012 All rights reserved

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