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FUTURE OF BLOGGER RELATIONS
How a Global Communications Firm Deals with It
11.12.2015
DIG DEEPER, IMAGINE MORE.
LEADERSHIP TEAM
CLIENTS U.A.
Germany
COHN & WOLFE
HEALTHCARE, CONSUMER
MARKETING, CORPORATE
COMMUNICATIONS, TECHNOLOGY
COHN & WOLFE
Global
COHN & WOLFE
Creativity
•  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
WHY BLOGGER RELATIONS MATTERS
BIG	
  IDEA	
  
COMPELLING	
  ORIGINAL	
  CONTENT	
  
INFLUENCER	
  ENGAGEMENT	
  PAID	
  SOCIAL	
   MEDIA	
  RELATIONS	
  
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
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
BLOGGER RELATIONS AND PR
A NEW ARENA
NATIVE ADVERTISING EDITORIAL
A NEW ARENA
NATIVE ADVERTISING EDITORIALPAID EDITORIAL
A NEW ARENA
NATIVE ADVERTISING EDITORIALPAID EDITORIAL
You pay.
You decide. They pay.
They decide.
A NEW ARENA
NATIVE ADVERTISING EDITORIALPAID EDITORIAL
You pay.
You decide. You pay.
They decide. They pay.
They decide.
There‘s no
such thing as
a free lunch
SETTING UP BLOGGER RELATIONS
brand awareness brand reputation familiarization
feedback advocacy drive campaign
SETTING GOALS
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
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
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.
SCORECARD
scorecard not to be online
EXAMPLES
some slides to follow but not to be online
WHAT’S NEXT*?
* agency POV
1. Blogger Relations will become a commodity
2. We will grow weary of the new kind of young SEO-bloggers
3. The most interesting bloggers for PR will be the diary/journal bloggers
4. The really cool and controversial bloggers will stay off limits
5. Really interesting are bloggers that activate through other channels
6. Our clients will divide into blog-lovers and blog-haters
7. Socio-demographics beat topics
8. Paid editorial will be the dominant way to deal with bloggers
9. Creative campaigns will be more important than relation building
REMEMBER?
There‘s no
such thing as
a free lunch
WHAT ELSE?
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.
QUESTIONS
Just reach out @luebue
Wolfgang Lünenbürger-Reidenbach
Managing Director Germany
wolfgang.luenenbuerger@cohnwolfe.com
+49 40 808016 110

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The Future of Blogger Relations

  • 1. FUTURE OF BLOGGER RELATIONS How a Global Communications Firm Deals with It 11.12.2015
  • 2. DIG DEEPER, IMAGINE MORE. LEADERSHIP TEAM CLIENTS U.A. Germany COHN & WOLFE
  • 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
  • 7. BIG  IDEA   COMPELLING  ORIGINAL  CONTENT   INFLUENCER  ENGAGEMENT  PAID  SOCIAL   MEDIA  RELATIONS  
  • 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. 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
  • 11. A NEW ARENA NATIVE ADVERTISING EDITORIAL
  • 12. A NEW ARENA NATIVE ADVERTISING EDITORIALPAID EDITORIAL
  • 13. A NEW ARENA NATIVE ADVERTISING EDITORIALPAID EDITORIAL You pay. You decide. They pay. They decide.
  • 14. A NEW ARENA NATIVE ADVERTISING EDITORIALPAID EDITORIAL You pay. You decide. You pay. They decide. They pay. They decide.
  • 15. There‘s no such thing as a free lunch
  • 16. SETTING UP BLOGGER RELATIONS
  • 17. brand awareness brand reputation familiarization feedback advocacy drive campaign SETTING GOALS
  • 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. 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. 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.
  • 23. some slides to follow but not to be online
  • 25. 1. Blogger Relations will become a commodity
  • 26. 2. We will grow weary of the new kind of young SEO-bloggers
  • 27. 3. The most interesting bloggers for PR will be the diary/journal bloggers
  • 28. 4. The really cool and controversial bloggers will stay off limits
  • 29. 5. Really interesting are bloggers that activate through other channels
  • 30. 6. Our clients will divide into blog-lovers and blog-haters
  • 32. 8. Paid editorial will be the dominant way to deal with bloggers
  • 33. 9. Creative campaigns will be more important than relation building
  • 35. There‘s no such thing as a free lunch
  • 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.
  • 39. Just reach out @luebue Wolfgang Lünenbürger-Reidenbach Managing Director Germany wolfgang.luenenbuerger@cohnwolfe.com +49 40 808016 110