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The Future of Blogger Relations

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Some thoughts on professional blogger relations of a global agency that does blogger relations every day

Published in: Marketing

The Future of Blogger Relations

  1. 1. FUTURE OF BLOGGER RELATIONS How a Global Communications Firm Deals with It 11.12.2015
  2. 2. DIG DEEPER, IMAGINE MORE. LEADERSHIP TEAM CLIENTS U.A. Germany COHN & WOLFE
  3. 3. HEALTHCARE, CONSUMER MARKETING, CORPORATE COMMUNICATIONS, TECHNOLOGY COHN & WOLFE Global
  4. 4. COHN & WOLFE Creativity
  5. 5. •  Strategy for digital and social media since 2004 •  One of Germany‘s top 5 PR strategists •  Clients e.g. Daimler, Nestlé, Novartis, Pfizer, Lufthansa, Mars, Unilever, Microsoft, Puma, eBay •  Author and international speaker about the future of communications •  Senior advisor to many executives on digital transformation •  Crises manager •  Father, rider, blogger •  Social brand: @luebue WOLFGANG LÜNENBÜRGER-REIDENBACH Managing Director Germany
  6. 6. WHY BLOGGER RELATIONS MATTERS
  7. 7. BIG  IDEA   COMPELLING  ORIGINAL  CONTENT   INFLUENCER  ENGAGEMENT  PAID  SOCIAL   MEDIA  RELATIONS  
  8. 8. Online conversation analysis Audience touchpoint mapping Digital influencer mapping Measurement, optimization and ROI Uncover digital intelligence to build better brands. INSIGHTS Social business and organizational design Policies, playbooks and processes Digital education and skill building Create social media foundation to drive strategy. INFRASTRUCTURE Digital influencer relations Online community management Issues and crisis management Paid media targeting and amplification Extend brand reach and reputation. INFLUENCE Content marketing Social media community management Mobile strategies Crowdsourcing Social newsrooms Build experiences and breakthrough digital programs. EXPERIENCES
  9. 9. Online conversation analysis Audience touchpoint mapping Digital influencer mapping Measurement, optimization and ROI Uncover digital intelligence to build better brands. INSIGHTS Social business and organizational design Policies, playbooks and processes Digital education and skill building Create social media foundation to drive strategy. INFRASTRUCTURE Digital influencer relations Online community management Issues and crisis management Paid media targeting and amplification Extend brand reach and reputation. INFLUENCE Content marketing Social media community management Mobile strategies Crowdsourcing Social newsrooms Build experiences and breakthrough digital programs. EXPERIENCES
  10. 10. BLOGGER RELATIONS AND PR
  11. 11. A NEW ARENA NATIVE ADVERTISING EDITORIAL
  12. 12. A NEW ARENA NATIVE ADVERTISING EDITORIALPAID EDITORIAL
  13. 13. A NEW ARENA NATIVE ADVERTISING EDITORIALPAID EDITORIAL You pay. You decide. They pay. They decide.
  14. 14. A NEW ARENA NATIVE ADVERTISING EDITORIALPAID EDITORIAL You pay. You decide. You pay. They decide. They pay. They decide.
  15. 15. There‘s no such thing as a free lunch
  16. 16. SETTING UP BLOGGER RELATIONS
  17. 17. brand awareness brand reputation familiarization feedback advocacy drive campaign SETTING GOALS
  18. 18. PASSIVE ACTIVE HIGH VALUE ACTIONSHIGH VOLUME ACTIONS REACH,IMPRESSIONS SALES,PARTICIPATION APPLAUSE RESEARCH, TESTING, AND MEASUREMENT SHARE SIMPLE ENGAGEMENT DEEP ENGAGEMENT ACTION Passive acknowledgement, Direct response Sharing, Word of Mouth Commenting, “Yes-and”-building Independent Creation, Decision-making Real-world activity, Behavior change MEASURING SUCCESS
  19. 19. REACH Determined by analysing the number people the content is seen by. RELEVANCE Determined by assessing the connections to our brand, message or mission, along with their credibility with key audience. RECEPTIVITY Uncovers the past receptivity to outreach, and tone of previous coverage (or our brand or competitors). Tier 3 Tier 3 Tier 3 Tier 2Tier 2 Tier 2 Tier 1 DEFINING INFLUENCE
  20. 20. MOVE INFLUENCERS UP Attendance of influencer events and meet-ups Views of new social and website content Retweets, likes and repeat website visits Replies, comments & shares Regular, proactive posts of campaign content Writing or hosting guest blog posts Number of potential advocates BarriertoEntry Once identified, digital influencers can be activated in a variety of ways, depending on their existing relationship with the campaign, issue and brand.
  21. 21. SCORECARD scorecard not to be online
  22. 22. EXAMPLES
  23. 23. some slides to follow but not to be online
  24. 24. WHAT’S NEXT*? * agency POV
  25. 25. 1. Blogger Relations will become a commodity
  26. 26. 2. We will grow weary of the new kind of young SEO-bloggers
  27. 27. 3. The most interesting bloggers for PR will be the diary/journal bloggers
  28. 28. 4. The really cool and controversial bloggers will stay off limits
  29. 29. 5. Really interesting are bloggers that activate through other channels
  30. 30. 6. Our clients will divide into blog-lovers and blog-haters
  31. 31. 7. Socio-demographics beat topics
  32. 32. 8. Paid editorial will be the dominant way to deal with bloggers
  33. 33. 9. Creative campaigns will be more important than relation building
  34. 34. REMEMBER?
  35. 35. There‘s no such thing as a free lunch
  36. 36. WHAT ELSE?
  37. 37. Copyright © 2015 Cohn & Wolfe Public Relations GmbH & Co KG. All rights are reserved. This document/presentation contains confidential and proprietary information, ideas and methodology belonging to Cohn & Wolfe. No part of this information may be disclosed to others, nor may it be used, reproduced, copied or transmitted in any form or by any means, electronic, mechanical, or otherwise without prior written permission of Cohn & Wolfe, and this document/presentation must be returned immediately upon Cohn & Wolfe’s request.
  38. 38. QUESTIONS
  39. 39. Just reach out @luebue Wolfgang Lünenbürger-Reidenbach Managing Director Germany wolfgang.luenenbuerger@cohnwolfe.com +49 40 808016 110

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