Behind the Scenes: Brands and Blogger Relations Programs

Behind the Scenes:
Brands and Blogger Relations
Programs
Minnesota Bloggers Conference | September 22, 2012
Lauren Melcher
Elevating The Conversation Page 1
©WEBER SHANDWICK 2012 All rights reserved

I see the blogger world from
multiple angles


“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 Zuckerberg

The Update Meeting 19 April 2012 Page 3
Elevating The Conversation ©WEBER SHANDWICK 2012 All rights reserved Page 3

“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, Tribes


Translation for brands:
make business
social by design


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.


The Opportunity
for Bloggers

Develop meaningful,
two-way relationships with
brands, through products or
experiences, and leverage
those relationships
for future growth.


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 & Followers


How are brands innovating
around people?


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?


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?

Let’s Go Somewhere Cool


U.S. Army – Inspire Stories:
Engages and Inspires Bloggers
through Authentic Army
Experiences

13 blogger experiences since 2010

12,000,000 impressions


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 fathers


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
syndication

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.


• 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 trust


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)


yourself easy to identify and contact

Active participation in:
• Facebook groups
• LinkedIn groups
• Twitter chats


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.


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 actions


My best advice:

Blogger relations program
opportunities are unpredictable

yourself easy to identify and
contact

Professionalism is key


Best to be an active participant
(not a passive observer)


Lauren Melcher
Digital Strategist
@lgmelcher
lmelcher@webershandwick.com


Behind the Scenes: Brands and Blogger Relations Programs

Recommended

Recommended

More Related Content

What's hot

What's hot (11)

Similar to Behind the Scenes: Brands and Blogger Relations Programs

Similar to Behind the Scenes: Brands and Blogger Relations Programs (20)

Recently uploaded

Recently uploaded (20)

Behind the Scenes: Brands and Blogger Relations Programs