Here are a few suggestions for improving your outreach to bloggers:
- Focus on how you can provide value to the blogger and their readers, rather than just promoting your brand. Emphasize the experience or content you can offer.
- Personalize the email by mentioning something specific you appreciate about their blog content or writing style, to show this isn't a generic pitch.
- Be transparent that you're reaching out on behalf of a client, but let the blogger's interests and needs guide the conversation rather than just selling your product.
- Offer flexible options for how they could participate rather than just one pre-determined contest idea. Give them a chance for input.
- Ask for their thoughts and feedback on
Markitors aggregates the top social media audit tools to evaluate your social media marketing performance. Here is a social media audit example. For more information and to learn what tools we use in our audits, please visit: http://markitors.com/social-media-audit/
The report offers elaborate profiles of two hundred (200) Social Media Monitoring (SMM) tools and services worldwide including key product features, product applications, product screenshots, pricing and client information on more than 150 SMM tools and services, and much more. The Analysis part of the Report also provides a detailed guide to selecting and using SMM tools and services, definition of important SMM concepts and key applications, and up-to-date information on market trends including M&A activity. Visit our SMM Tools and Services Report page at http://ideya.eu.com/reports.html for more information
For many brands, collecting likes and fostering engagement by any means necessary is a sign of a successful social media program. But if you dig deeper into these metrics, what do they actually mean? What is driving the actions? Are they taken by true brand advocates? Are the engagements contributing to the business’s bottom line?
A recent study conducted in partnership with SurveyMonkey has uncovered valuable insights into how to cultivate advocacy. With over 5,000 respondents from 11 countries, the results map how to build relevance and trust and drive forward a brand, business, and reputation around the globe.
Web and Social Media Strategies: The Why and How... To Be Awesome (PDF version) presented at the NAADA 2011 Annual Conference in Lubbock, TX in June 2011. Thanks to Shelby Thayer for a few slides on metrics.
Markitors aggregates the top social media audit tools to evaluate your social media marketing performance. Here is a social media audit example. For more information and to learn what tools we use in our audits, please visit: http://markitors.com/social-media-audit/
The report offers elaborate profiles of two hundred (200) Social Media Monitoring (SMM) tools and services worldwide including key product features, product applications, product screenshots, pricing and client information on more than 150 SMM tools and services, and much more. The Analysis part of the Report also provides a detailed guide to selecting and using SMM tools and services, definition of important SMM concepts and key applications, and up-to-date information on market trends including M&A activity. Visit our SMM Tools and Services Report page at http://ideya.eu.com/reports.html for more information
For many brands, collecting likes and fostering engagement by any means necessary is a sign of a successful social media program. But if you dig deeper into these metrics, what do they actually mean? What is driving the actions? Are they taken by true brand advocates? Are the engagements contributing to the business’s bottom line?
A recent study conducted in partnership with SurveyMonkey has uncovered valuable insights into how to cultivate advocacy. With over 5,000 respondents from 11 countries, the results map how to build relevance and trust and drive forward a brand, business, and reputation around the globe.
Web and Social Media Strategies: The Why and How... To Be Awesome (PDF version) presented at the NAADA 2011 Annual Conference in Lubbock, TX in June 2011. Thanks to Shelby Thayer for a few slides on metrics.
Lessons From The Explosive Growth of Online Learning During Covid-19VWO
COVID-19 has created unprecedented opportunities for online learning companies. Although traffic and new learner registrations have peaked during the lockdown, the only enduring competitive advantage for e-learning companies lies in being able to engage these learners in the long term.
Join VWO along with growth leaders at MasterClass & Springboard in a freewheeling conversation around what successful online learning companies must do to grow.
Michael Netzley's recent presentation to AACSB about how social media is an ideal tool for supporting participant-centered learning. Phoenix, Arizona November 2008
The University of San Diego web team and Joan B. Kroc School of Peace Studies hosted a town hall for the School of Peace Studies community and shared information about the website redesign process. This included details about core Kroc School marketing themes, goals, and audience considerations.
Improving the User Journey with UX Research & PersonalizationAcquia
Personalization is gaining traction with marketers today because it allows companies to better communicate and engage with their target audiences.
However, implementing a content strategy for different audiences, without multiplying your content creation efforts is a huge challenge. So how do you personalize your messaging efficiently?
Join our webinar as we address these challenges. We’ll also highlight a case study that demonstrates how personalized content helped a university communicate with both students & the broader public.
You’ll learn how to:
- Begin defining and prioritizing your audiences
- Create a content strategy that speaks to your audiences
- Identify what content to personalize & strategies needed to create, test, and improve your content over time
This is my presentation from this year's Social Media Geek here in Glasgow.
Equator were the lead city sponsors and as well as covering innovation in the social media sphere, we wanted to talk about how we plan to use these tools to improve the experience of the next generation of talent in our sector and beyond.
The digital and creative sectors really suffer from a lack of job-ready graduates. It’s time that we employ our skills to fix this problem.
I believe we can transform education to create better graduates with more opportunities and a healthier landscape for business growth.
For graduates, professionals and businesses, building a strong reputation or brand in the digital social sphere is now an important ingredient for success.
This reputation is no longer simply based on the work you do, it’s about the good you do too.
I'm proposing social utilities that help both individuals and businesses build their reputation through digital mentoring.
Pretty soon, the credentials you earn earn by sharing your knowledge with graduates or buddying with key people in the industry will be vital to getting your next job or promotion.
Please contribute to this discussion by connecting with me on twitter @jamesjefferson or by using #socialmediageek
Enjoy!
Social media has revolutionized marketing and corporate communications, and now it is shaping the next-generation of corporate staffing. Companies are applying social media practices to connect with the best minds in their industry and build relationships with them in their own environments without the excessive fees of agencies and job boards.
As a firm specializing in deep candidate research and cultivation, JCSI is bringing the leading edge social media staffing services to our clients. To help you understand how this can help your business, we’ve developed a new presentation that will discuss the impact social media is having on job candidates and HR departments in every industry. We’ll evaluate the social media platforms and discuss how they can be applied in your organization to build your employment brand and attract higher quality candidates at a lower cost. You’ll also learn the metrics and evaluations you can apply to quantify your business impact.
Social media can help you move as fast as your ideal candidates.
Presented by:
Brian Cavoli
bcavoli@jcsi.net
The Value of Online Relationships - Higher EducationEduvantis
The Value of Online Relationships: How to grow, measure, and leverage your institutional social networks. In this session we will focus on what your online relationships really mean and outline strategies for how you can cultivate a vibrant stakeholder group that strengthens the value of your institution and your brand. Using both cutting edge industry data and case studies, we will go beyond your Facebook, Twitter, Linkedin, and YouTube pages to help you understand how to harness immediate value from these networks and translate it into measurable outcomes and a competitive advantage.
Presentation on CPAs in Second Life covering generational trends and trends in edcucation and learning. Includes real examples of programs and activities hosted on CPA Island - first CPA Association to build a presence on Second Life
Lessons From The Explosive Growth of Online Learning During Covid-19VWO
COVID-19 has created unprecedented opportunities for online learning companies. Although traffic and new learner registrations have peaked during the lockdown, the only enduring competitive advantage for e-learning companies lies in being able to engage these learners in the long term.
Join VWO along with growth leaders at MasterClass & Springboard in a freewheeling conversation around what successful online learning companies must do to grow.
Michael Netzley's recent presentation to AACSB about how social media is an ideal tool for supporting participant-centered learning. Phoenix, Arizona November 2008
The University of San Diego web team and Joan B. Kroc School of Peace Studies hosted a town hall for the School of Peace Studies community and shared information about the website redesign process. This included details about core Kroc School marketing themes, goals, and audience considerations.
Improving the User Journey with UX Research & PersonalizationAcquia
Personalization is gaining traction with marketers today because it allows companies to better communicate and engage with their target audiences.
However, implementing a content strategy for different audiences, without multiplying your content creation efforts is a huge challenge. So how do you personalize your messaging efficiently?
Join our webinar as we address these challenges. We’ll also highlight a case study that demonstrates how personalized content helped a university communicate with both students & the broader public.
You’ll learn how to:
- Begin defining and prioritizing your audiences
- Create a content strategy that speaks to your audiences
- Identify what content to personalize & strategies needed to create, test, and improve your content over time
This is my presentation from this year's Social Media Geek here in Glasgow.
Equator were the lead city sponsors and as well as covering innovation in the social media sphere, we wanted to talk about how we plan to use these tools to improve the experience of the next generation of talent in our sector and beyond.
The digital and creative sectors really suffer from a lack of job-ready graduates. It’s time that we employ our skills to fix this problem.
I believe we can transform education to create better graduates with more opportunities and a healthier landscape for business growth.
For graduates, professionals and businesses, building a strong reputation or brand in the digital social sphere is now an important ingredient for success.
This reputation is no longer simply based on the work you do, it’s about the good you do too.
I'm proposing social utilities that help both individuals and businesses build their reputation through digital mentoring.
Pretty soon, the credentials you earn earn by sharing your knowledge with graduates or buddying with key people in the industry will be vital to getting your next job or promotion.
Please contribute to this discussion by connecting with me on twitter @jamesjefferson or by using #socialmediageek
Enjoy!
Social media has revolutionized marketing and corporate communications, and now it is shaping the next-generation of corporate staffing. Companies are applying social media practices to connect with the best minds in their industry and build relationships with them in their own environments without the excessive fees of agencies and job boards.
As a firm specializing in deep candidate research and cultivation, JCSI is bringing the leading edge social media staffing services to our clients. To help you understand how this can help your business, we’ve developed a new presentation that will discuss the impact social media is having on job candidates and HR departments in every industry. We’ll evaluate the social media platforms and discuss how they can be applied in your organization to build your employment brand and attract higher quality candidates at a lower cost. You’ll also learn the metrics and evaluations you can apply to quantify your business impact.
Social media can help you move as fast as your ideal candidates.
Presented by:
Brian Cavoli
bcavoli@jcsi.net
The Value of Online Relationships - Higher EducationEduvantis
The Value of Online Relationships: How to grow, measure, and leverage your institutional social networks. In this session we will focus on what your online relationships really mean and outline strategies for how you can cultivate a vibrant stakeholder group that strengthens the value of your institution and your brand. Using both cutting edge industry data and case studies, we will go beyond your Facebook, Twitter, Linkedin, and YouTube pages to help you understand how to harness immediate value from these networks and translate it into measurable outcomes and a competitive advantage.
Presentation on CPAs in Second Life covering generational trends and trends in edcucation and learning. Includes real examples of programs and activities hosted on CPA Island - first CPA Association to build a presence on Second Life
Social Media Strategies - SBS PresentationRoss Dawson
What to consider when developing a Social Media Strategy
Presentation given by Aisha Hillary, Communications Specialist, New Media & Brand, SBS
For: The Insight Exchange Luncheon event "Social Media Strategies" held 21 July 2009
The Indian economy is classified into different sectors to simplify the analysis and understanding of economic activities. For Class 10, it's essential to grasp the sectors of the Indian economy, understand their characteristics, and recognize their importance. This guide will provide detailed notes on the Sectors of the Indian Economy Class 10, using specific long-tail keywords to enhance comprehension.
For more information, visit-www.vavaclasses.com
How to Split Bills in the Odoo 17 POS ModuleCeline George
Bills have a main role in point of sale procedure. It will help to track sales, handling payments and giving receipts to customers. Bill splitting also has an important role in POS. For example, If some friends come together for dinner and if they want to divide the bill then it is possible by POS bill splitting. This slide will show how to split bills in odoo 17 POS.
This is a presentation by Dada Robert in a Your Skill Boost masterclass organised by the Excellence Foundation for South Sudan (EFSS) on Saturday, the 25th and Sunday, the 26th of May 2024.
He discussed the concept of quality improvement, emphasizing its applicability to various aspects of life, including personal, project, and program improvements. He defined quality as doing the right thing at the right time in the right way to achieve the best possible results and discussed the concept of the "gap" between what we know and what we do, and how this gap represents the areas we need to improve. He explained the scientific approach to quality improvement, which involves systematic performance analysis, testing and learning, and implementing change ideas. He also highlighted the importance of client focus and a team approach to quality improvement.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
How to Create Map Views in the Odoo 17 ERPCeline George
The map views are useful for providing a geographical representation of data. They allow users to visualize and analyze the data in a more intuitive manner.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptxEduSkills OECD
Andreas Schleicher presents at the OECD webinar ‘Digital devices in schools: detrimental distraction or secret to success?’ on 27 May 2024. The presentation was based on findings from PISA 2022 results and the webinar helped launch the PISA in Focus ‘Managing screen time: How to protect and equip students against distraction’ https://www.oecd-ilibrary.org/education/managing-screen-time_7c225af4-en and the OECD Education Policy Perspective ‘Students, digital devices and success’ can be found here - https://oe.cd/il/5yV
4. Why Does Social Media Matter?
It’s Where the People Are
Australians have become very active users of
social technologies like blogs, podcasting,
forums, and social networks.
75% of Australian online adults now
use social technologies
50% are members of a social network
25% create their own content
Source: Australian Adult Social Technographics® Revealed, Forrester, November 2008
5. Why Does Social Media Matter?
Trust is Shifting
Trust in Advertising, Nielsen 7.09
6. Why Does Social Media Matter?
Content is Consumed Differently
10. Why Does Social Media Matter?
It’s Actually Safe… (Really)
3,000+ Comments! Less than a dozen
could not be published.
11. Why Does Social Media Matter?
Builds Preference
Tourism Australia is Engaging Influential Global
Bloggers and Creating Personalized Travel Experiences
to Generate Word of Mouth.
12. Why Does Social Media Matter?
Addresses Customer Service Issues
14. Why Does Social Media Matter?
Leads to Awareness of Health Issues
15. Why Does Social Media Matter?
Expands the Reach of Offline Events
16. Why Does Social Media Matter?
Employees = Hungry for Training
17. 02 The First Rule of
Engaging Influencers…
External Blogs Internal Blog Photo Feeds Video Feeds
18. Strategic Approach to Social Media
& Word of Mouth
Blogger & Influencer Engagement Programs
Conversation Maps Influencer Audits Co-creation Program Design & Management
Live Community Events
Video Content: Viral, Episodic, Channels
Community Design & Management
Social Network Activation
Search Reputation Management
Digital Media Relations
19. Listening: Message Boards, Blogs, Social
Networks, Opinion Sites…
I will not recommend Sleep Number to anyone again (and I have done so in the
past) and if it comes up in the conversation. I post on Epinions and Craigslist
and intend to mention this in my posts and on my Blog. Instead of using a little
common sense, looking at longtime customer satisfaction, you have lost this
customer for life.
We were sorry to read about your experience and hope to be able to
resolve this issue and regain your confidence in us once again. In order
for us to do so, we’ll need more information from you to access your
account and remedy the situation. Please call Select Comfort directly at
1-800-787-5230 and ask to speak with AJ Stewart.
Two days after my diatribe about the Sleep Number bed appeared on this screen,
I was apologized to and told to call a number and ask for a particular person.
When I called I got a nice young lady named Amanda who asked what the
problem was and then the poor dear had to endure my ire while I detailed the
trouble. She listened with patience and asked me to hold on to see what could
be done. About 2-4 minutes later she comes on and says “we’ll be taking that
charge off your Amex”. I rescind my cessation of possible future purchases of
their product. The beds are as good as they advertise.
21. Listening Post Conversation Criteria
Research Methodology: Keywords
Topic Sub-Topics Keywords
Non-Traditional • Online Education – Online Education - Student focused education
Education and the • Teacher Focused – Education + Talent gap - Student centric education
Kaplan POV Model – Adaptive education - Student oriented education
• Student Focused – Experiential learning - Student goals in education
Model – Experiential teaching - Learner focused education
• Learner Focused – Work study programs - Teaching for best learning
Model – Life learning and education - Learner oriented education
– Change and education - Learner centric education
– Education Reform - Diversity and learning
– Teacher training - Work experience and learning
– New teaching methods - Conscious learning
– Better teachers - New teaching
Online University • Online University – Online University - Online MBA
• Online Grad School – Online College - Online law school
• Adult Education – Online Classes - Online graduate program
• Continuing – Internet University - Online career advancement
Education – Internet College - Adult Education
– Internet Classes - Continuing Education
Kaplan and • Kaplan University – Kaplan University, Kaplan online university, Concord Law*
Competitors • University of – University of Phoenix, U of P
Phoenix – Strayer University, Strayer
• Strayer University – Devry University, Devry
• Devry University – Walden University, Walden
• Walden University – Capella University, Capella
• Capella University
* Because of larger connotations of Kaplan, Inc., we were unable to search simply using the term “Kaplan” as we were for competitors
22. Monitoring Tools
Type
Free Google Alerts, Google Blogs, Technorati, Blog Pulse
Trends, Search.Twitter.com, BoardReader,
TweetFeel.com, Facebook Lexicon,
TheDailyInfluence.com
Consolidated Radian 6, Buzz Numbers
Monitoring
Advanced Nielsen My BuzzMetrics
Services Visible Technologies (enterprise & response)
Brandtology
BuzzLogic
Cymfony (CGM & traditional)
Umbria
Kaava
Andiamo
Biz360
eWatch
MediaSource
24. Radian6
Fast, keyword-driven platform that collects social Web
mentions across multiple global markets.
ADVANTAGES DISADVANTAGES
– Easy, quick set up – Keyword pull will catch irrelevant
– Keyword-based posts
– “Source filtering”, i.e. set up a – Does not include sentiment
whitelist to track – 30 day history
– Free 7-day trials allow for new biz
work
– Very affordable
– Easy-to-use user interface, graphs,
charts for reporting
• English, French, German, Spanish, Italian
26. Crimson Hexagon
Crimson Hexagon is ideal for reporting sentiment – it is one of the
few platforms that returns superior automated opinion
reporting.
Opinion Monitor version is strongly recommended over the same
company’s “Buzz” tool, which is a free, but less effective,
Radian6 style tool.
ADVANTAGES DISADVANTAGES
– Natural language-based (high – Takes about 2 weeks for
accuracy) initial setup
– Automated sentiment scoring – More expensive than
– Create categories for Radian6
“positioning” tracking
– Good quantitative tool
– Up to 6 month historical data
– Easy-to-use user interface,
graphs, charts
– “Source filtering”, i.e. set up a
whitelist to track – must
request Crimson to have this English only
done
28. Visible Technologies: TruCast
Visible Technologies offers a more comprehensive enterprise-level
CGM monitoring and response solution.
Ideal for operationalizing large organizations to listening and
responding to social media conversation.
ADVANTAGES DISADVANTAGES
– Natural language-based (high – Takes about 1-2 weeks for
accuracy) initial setup
– Automated sentiment scoring – Interface can be limiting
– Structured, easy to – More expensive than
understand interface Radian6 and Crimson
– Comprehensive data Hexagon
– Measures of influence
(although we use different
influence measures)
– Excellent “engagement” tools
for flagging and tracking
responses English only
29. Primary uses
1. Provide marcom insight
2. Assist with rapid response
3. Optimize media
4. Measure brand/campaign metrics
5. Provide product development insight
6. Provide data useful for search optimization
30. Listening to…
Gather Marcom Insights
New business snapshots
Conversation Maps
Ongoing listening posts (daily, weekly reporting)
31. Listening for…
Rapid Response
Monitor a breaking issue online and inform response
strategy
Track volume and sentiment
Flag conversation for comment or follow up
32. Listening for…
Media Optimization
Analyze key trends in social media discussion around
a brand, product or issue
Mine examples of actual vernacular used in social
media discussion
33. Listening for…
Measurement
Measure key social media metrics that map back to
the Conversation Impact model
– Brand positioning % associated with target attributes
– Share of voice
– Tonality*
– Earned social media mentions
*Crimson Hexagon sentiment is automated, Radian6 is
manual
34. Listening for…
Product Development
Feature, positioning, pricing and marketing insights
for new product development
– Quantitative Metrics: Discussion for products in the category
express specific need, e.g. “lower price”
– Qualitative Metrics: Discussions around competing products,
desired features, vernacular for marketing, etc
38. Assessing Influence
• Blogs & Twitter • Message Boards & Forums
– Number of inbound links – Breadth of boards
– Frequency/timeliness of posts – Quantity and timeliness of activity
– Followers & subscribers – Search engine visibility
– Number and content of comments – Affiliation
– Affiliation of author – Membership numbers
– Search engine visibility – Traffic
– Traffic
– RSS feed subscriptions • Social Networks
– Membership numbers
• Videos & Photo Communities – Types of community features present
– Number of views and downloads (e.g., profiles, blogs, video, message
– Number and content of comments boards)
– Ratings/peer assessment – Activity level on features
– Relevant groups – Affiliation
– Number of subscribers – Search engine visibility
– Number of inbound links
41. How to create an influencer audit
1. Determine categories of influencers to target based on DI
Strategy
2. Use tools to search for influencers:
― Blogs: Technorati, blogrolls, Google (Google blogs),
― Message Boards: Boardreader, Google (issue+forum), WhirlPool
― Social Networks: Mashable
― Multimedia: You Tube, Metatube, Flickr, Google Images
― Bookmarking Sites: Digg-like.com, del.icio.us, sk*rt
― Consumer Review Sites: Epinions, Amazon
― Groups: Google groups, Yahoo groups
3. Follow Blog Rolls
42. How to create an influencer audit
4. Use Tools to Determine Influence
– Frequency of Posts: read blog/forum
– Quality/Frequency of Comments: read blog/forum
– Traffic: Quantcast.com, Compete.com, Media Kits
– Affiliation: About page, news search
– Search Visibility: Google topic + blog
– Followers: Read Twitter profile
– Membership: Read forum “About” page or bottom of homepage
43. WORK SESSION:
Create an Influencer Audit
Find & document 1 influencer
relevant to your business/client in
each of the following categories:
1. Blogger or Microblogger (Twitter)
2. Message Board or Social Network Group
3. Multimedia (photos/video)
44. 04 Engaging Influencers
*How to be a human being, play well with others, show
some respect and not shoot yourself or your client in the
foot
45. How to Reach Out to Bloggers
STEP 1: Familiarize Yourself
Have they posted about your client (issue, brand or
product) in the past? What has been the tone of the
post? Positive? Negative?
Have they posted about being “pitched” in the past and
being turned off? Have they talked about someone who
reached out to them in an effective way?
What do they write about and in what context are they
likely to write about your client’s brand, product or issue?
Are they serious? Do they like to make people laugh?
46. How to Reach Out to Bloggers
STEP 2: Contact Them Appropriately
Send the blogger a personal email (no cut and paste jobs) and clearly identify
yourself.
Tell them why you are specifically reaching out to them. What was it about their blog
that makes them relevant?
If you get a response from the blogger indicating that they are willing to engage,
follow up right away: send product for them to review or additional information
they’ve requested.
Urge bloggers to be transparent about the projects on which they are engaged and
divulge any relevant information: do they get to keep the products they review?
Don’t pester them unnecessarily, but build relationships with influential bloggers who
are relevant to the clients with which you work so that you can approach them
again in the future.
47. How to Reach Out to Bloggers
STEP 3: Offer Something of Value
Serve as an advisor as you develop and launch your campaign
Provide them with an experience (event, access, exclusive
content)
Become a host, face or visible contributor to your effort
Co-create content
Participate in offline events, summit, blog storms
If engaged in a meaningful and engaging way, influencers
help create organic WOM among target audiences
48. Blogger Code of Ethics
Code of Ethics Download
Code of Ethics Take 2
Code of Ethics Take 1
49.
50.
51.
52.
53. Sample E-mail from Nestle Crunch
Hi Jeremy,
I’m working with Nestle Crunch on a Wii giveaway contest and I wanted to see if Discovering Dad would be interested in
participating. When I found your blog, I loved your commitment to being a good dad and the playful way that you interact
with your kids. The Crunch brand is all about finding the kid in you no matter what your age. That means doing something
that you enjoyed as a kid like playing on the capture the flag or "don’t step on the cracks", or eating candy before dinner. As a
dad, I’m sure you can relate to this concept of having a young, playful spirit.
We would love to involve you in the "For the Kid in You" (www.forthekidinyou.com, www.facebook.com/nestlecrunch)
campaign, which aims to start an online conversation about what people do to keep the kid in themselves alive. Would you be
interested in working with us to create a contest around this theme and give away a Nintendo Wii game system to one of your
readers?
We'd never ask you to talk about Nestle Crunch without giving you a little product experience yourself. In addition to doing a
Wii give away for your readers, we would also send you a piñata filled with Nestle Crunch bars so you can inspire the kid in you
with this fun game. This might not be good for your diet (I know I’d have a hard time resisting), but it could be fun for a
summer BBQ.
Please let me know if you would be interested in helping us jump start this conversation and give away a Nintendo Wii. If you
are, I will provide you will more information about the contest.
I look forward to hearing from you.
Warm Regards,
Sarah
PS- Here at Ogilvy, we have a code of ethics that we use to reach out to bloggers. Check it out here. You can also read my bio
to find out a little bit more about me.
55. Not Following the Blogger Code of Ethics…
“You are a marketer, and you obviously didn't
read my post about what crap it is that your
client is NOT producing real food. It's an insult
to real food.
But thanks for giving me something ELSE to
blog about.
Sorry. Read the blog next time.”
56. Best Practice Blogger Engagement
1. Do Your Homework
2. Engage. Don't Pitch.
3. Write The Perfect Email.
4. Remember It's Not Their Day Job.
5. Follow The Code…
57. 1. We reach out to bloggers because we respect
your influence and feel that we might have
something that is “remarkable” which could be of
interest to you and/or your audience.
2. We will only propose blogger outreach as a
tactic if it complements our overall strategy. We
will not recommend it as a panacea for every
social media campaign.
58. 3. Before we email you, we will check out your
blog’s About, Contact and Advertising page in an
effort to see if you have blatantly said you would
not like to be contacted by PR/Marketing
companies. If so, we’ll leave you alone.
4. We will always be transparent and clearly
disclose who we are and whom we work for in our
outreach email.
59. 5. We won’t pretend to have read your blog if we
haven’t, and we’ll make a best effort to spend
time reading the blogs we plan on contacting.
6. In our email we will convey why we think you,
in particular, might be interested in our client’s
product, issue, event or message.
60. 7. We will seek to present you with a range of
opportunities to work together around a
campaign, so that you can create the best
experience possible for your audience. We
acknowledge that, when it comes to knowing your
audience, you are the expert.
8. We encourage you to disclose our relationship
with you to your readers, and will never ask you
to do otherwise.
61. 9. You are entitled to blog on information or
products we give you in any way you see fit. (Yes,
you can even say you hate it.)
10. If we reach out to you with news about a
product, campaign or issue, we will not provide
monetary compensation, because we believe it is
unethical to “buy” favorable reviews and not want
to appear as if we are.
62. 11. If you have advertising opportunities on your
blog, we will counsel our clients to consider
purchasing advertising as a way to reach your
readers. We will make it clear, however, that
paying for advertising does not mean that you
will post about the campaign or …
12. If we engage you as an advisor on a specific
project, we will consider providing you with
compensation (agreed upon at the start of the
project).
63. WORK SESSION:
Write Blogger Outreach Email
1. Choose an influencer from the Influencer
Audit.
2. Determine how they could best get involved
in your campaign.
3. Draft an email asking them to participate.
65. To Sum Up...
• Many business reasons for participating in social media
• Listening is the best first step to getting started and there
are many free and paid tools available
• Identifying and engaging influencers makes it easier
for WOM to spread farther, faster, and to a wider audience
• When engaging consumer influencers, remember to do
your homework, contact appropriately, and follow the code
of ethics
66. “ One company that goes with this online-
initiated flow is Ogilvy.
” THANK YOU!
“
Ogilvy's digital specialist Brian Giesen outlined
the best strategies for getting business results on
social networking site Twitter. ”
Brian Giesen
Director | 360° Digital Influence
“
25 China Experts you should follow on
Twitter… Thomas Crampton.
” Ogilvy
p 61 2 8281 3853
e brian.giesen@ogilvy.com.au