The document discusses a blogathon campaign conducted by Black Dog Easy Evenings to increase their online presence and generate crowd-sourced content. The campaign involved 30 lifestyle bloggers writing one blog post each over 30 days on topics related to world-class events. The bloggers gained gadgets as prizes and the campaign resulted in 860 blog posts reaching 6 lakh people, exceeding targets and improving search engine results for the brand.

1. Black Dog Easy Evenings
Blogathon
Hrish Thota
@dhempe
Tweet about our session using #SMWBangalore.

2. What is a Blogathon?
• Multiple blog posts
• Multiple days
• Multiple sub-topics under a main topic
• Multiple bloggers
• Assured prizes
• Time bound/ Campaign bound approach

3. Why Blogathon for a Brand?
• Brand building & awareness
• Crowd sourced content generation
• Maximum reach via top bloggers
• Helps in Search Engine Optimization
• Sense of honesty and transparency
• Increases trust and familiarity

4. Case Study: Black Dog Easy Evenings

5. Blogathon Objective:






Increase presence of Black Dog Easy
Evenings on Internet
Increase content on Internet of world class
events
Increase content on popular keywords selected
by Google Adwords
Leverage honest feedback from bloggers
Create personal connect with bloggers
Reach out to bloggers having more than
20,000 readers a month

6. Highlights of the
Blogathon

30 lifestyle bloggers
from across India with
maximum reach

30 blog posts in 30days

SMS/Email reminders

Bloggers were gratified
with gadgets

Top 10 bloggers
selected for 2nd stage

7. Popular Bloggers - Raksha

8. Popular Bloggers - Apurva

9. Popular Bloggers – Aravind B
K

10. Black Dog Blogathon - Metrics
Total Blog posts
860
Total Reach
6 Lakhs Reach
Average
Viewership
700-800

11. Success of Blogathon
• Had 95% output (target – 70%)
• Bloggers used personal stories
• Bloggers doubled their visitors that month
• Search Engine results improved a lot

12. Challenges during Blogathon
• Plagiarism / Repetitive content
• Demotivation of bloggers
• Losing Interest
• Brands could be pushy
• Bloggers are NOT paid media