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Columbus Bloggers

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Columbus Bloggers

  1. 1. THE BIGGEST INFLUENCERS YOU DON’T KNOW Meet Columbus Bloggers: – WALKER EVANS I ColumbusUnderground.com – ALAINA SHEER I MsSingleMama.com – LEIGH HOUSEHOLDER I Advergirl.com
  2. 2. 7 WAYS TO BUILD BLOG READERSHIP 1. Make a plan 5. Make it easy – Define your audience – Prioritize subscription options – Choose your specialty – Tweet the latest – Select a “repeatable” URL – Work in series 2. Prioritize content 6. Tell people about it – Invest in memorable pieces – Create anticipation – Share new ideas – Get podiums, bylines – Involve others – Add it to your email signature 3. Write the way people like to read – Have a big voice 7. Understand the tools – Use lists and bullets – Pick a powerful engine – Integrate multimedia – Use titles for search terms – Track readership 4. Build networks – Link, link, link – Read and interact – Respond to comments and ideas 2
  3. 3. WHY BLOGGERS? 68% of Americans Most Value the Opinion of “Someone Like Me” 3
  4. 4. BLOGGER IMPACT – Go deep on favorite subjects – Most trusted amateur voice on the Web – Boomerang to traditional media Traditional Media Blogs 4
  5. 5. HOW TO APPROACH A BLOGGER: THEORY The Right Approach VALUE TO VALUE TO CLIENT BLOGGER • What do we need to accomplish? • How will a blogger ENGAGE with what we do? Why will they be interested enough to participate? Folklore at Crispin, Porter & Bogusky: Alex Bogusky doesn’t want to see scripts anymore. “Don’t show me a script, show me the press release.” 5
  6. 6. HOW TO APPROACH A BLOGGER: EXAMPLES STELLA BULLSEYE “I’m proud of this work. And I’m trying to get it out there. Will you post it?” • unexpected • personal • exclusive • direct • rewarding • approachable NEW ROLE: Create an Tell an Empower engagement authentic social strategy story spokespeople 6
  7. 7. HOW TO APPROACH A BLOGGER: DOs 1 Get to know your target 2 Be relevant or unexpected 3 Deconstruct content 4 Create fresh kinds of access 5 Provide exclusives 7
  8. 8. HOW TO APPROACH A BLOGGER: DON’Ts TONE-DEAF IRRELEVANT MASS EMAILS AND SUBJECT LINES CONTENT PRESS RELEASES “Sizzle It! Launches New “Bango mobile news – Go-To Source for PR, Embargo” marketing and advertising professionals” “FOR IMMEDIATE RELEASE: NEWS: Fotolia Announces Partnership with Microsoft Life’s Good for LG Electronics as Mindshare Connects Search & Display New York, New York (September 29, 2008)—Eyeblaster today announced …. “ 8
  9. 9. HOW TO APPROACH A BLOGGER: MAKING THE INTRODUCTION READ ME ASK MY SHARE AN & CONTRIBUTE OPINION IDEA FOLLOW ME – Know WHAT – Comment or – Let me help – Offer I write about question you exclusives – Know HOW – Get me to – Respect my – Create I interact read you ideas relevance 9
  10. 10. WHAT ELSE? THINK ABOUT HOW WE COMMUNICATE. 10
  11. 11. WHAT ELSE? THINK ABOUT HOW WE COMMUNICATE. 11
  12. 12. THE BIGGEST INFLUENCERS YOU DON’T KNOW Meet Columbus Bloggers: – WALKER EVANS I ColumbusUnderground.com – ALAINA SHEER I MsSingleMama.com – LEIGH HOUSEHOLDER I Advergirl.com

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