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DIY Blogger Networks
The document discusses the impact of bloggers as influential digital resources in consumer purchases, highlighting their role in community building and their trustworthiness compared to traditional media. It outlines a four-step process for blogger outreach, including setting objectives, identifying influencers, contracting, and coordinating campaigns, while emphasizing the importance of measuring traffic, engagement, brand relevance, and social reach. Additionally, it provides insights into the benefits of inbound marketing over outbound methods, as demonstrated by HubSpot's state of inbound 2014 report.
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DIY Blogger Networks
- 1.
- 2. • Why Bloggers? •Blogs vs. Traditional Media • Blogger Outreach BLOGGER NETWORKDIY
- 3. The New Media WhyBloggers? • One of the most influential digital resources for consumer purchases • Community builders • The fifth-most trustworthy source overall for information on the internet * Technorati’s Digital Influence Report
- 4. The New Media Hubspot’sState of Inbound 2014
- 5. The New Media Hubspot’sState of Inbound 2014
- 6. The New Media *Hubspot’s State of Inbound 2014
- 7. The New Media 2Xasmany marketers say inbound delivers below average cost per lead than outbound methods. Hubspot’s State of Inbound 2014
- 8. The New Media 54%Moreleads are generated by inbound tactics than traditional paid marketing. Hubspot’s State of Inbound 2014
- 9. The New Mediavs. Traditional Media SCOPE - Smaller community, bigger influence OWNERSHIP - Independent, no traditional news cycles CULTURE – Distinct culture for engagement
- 10. Blogger Outreach How doI work with bloggers? 1. Set your Objectives 2. Identify the Influencers 3. Pitch and Contract 4. Coordinate and Measure
- 11. Step 1 -Objectives • Traffic (how much?) • Fresh content (what kind? How much?) • Downloads (app, coupon, etc.) • Contest or Giveaway What do you want to accomplish?
- 12. Step 2 -Identify • Search engine on social networks • Survey your customers • Buzzsumo, GroupHigh & TapInfluence • Blogger Talent Agency Where to start looking?
- 13.
- 14. Step 2 -Identify • Traffic • Engagement • Brand Relevance • Social Reach 4 Measures of Influence
- 16. Traffic Number of Peoplethat Visit a Site • Unique Visitors per Month • Alexa.com • Compete.com • Google Page Rank
- 17. Engagement Number of Peoplethat Interact with the Content • Monthly Comment and Share Average - on the Blog as well as Social Networks • What kind of posts provoke the highest engagement?
- 18. Brand Relevance Are theBrand and the Influencer a good match? • Is this influencer interacting with your ideal customer? • Can your customer identify with the blogger?
- 19. Social Reach The combinedreach of their relevant Social Networks • Monthly Comment and Share Average - on the Blog as well as Social Networks • What kind of posts provoke the highest engagement?
- 20. • Hyper targeted:by topic, location, gender, cultural background, language, etc.
- 21. Step 3 -Contract TANGIBLES • Set Clear Goals • Deliverables – Posts and Cascading Content • Key Dates • Compensation
- 22. Step 3 -Contract INTANGIBLES • Access to resources they couldn’t otherwise get • Genuine interaction with a brand they respect • A chance to make a meaningful contribution • Publicity opportunities for themselves • Compelling storyline for their blog
- 23. Step 4 –Coordinate What does success look like? • Provide content guidelines, story ideas with keywords, and brand information. • Trackable links • Retargeting • Landing Page Traffic • Social Reach
- 25. Adriana Serna Blue CompassGroup adriana@bluecompassgroup.com @CompassB