This slideshow covers the following topics: - who are bloggers and what do they do - why partner with bloggers to get your brand out there - case studies on effective blogger partnerships (travel, technology, food and mom blog industries) - how to find the right blogger to work with (quantitative and qualitative) - best practices on reaching out to bloggers - how to develop long term relationships with bloggers - types of blogger partnerships - metrics of evaluating blogger partnerships - how to work with bloggers before, during, and after campaigns

1. BUILDING EFFECTIVE
PARTNERSHIPS WITH BLOGGERS
Daniel Noll and Audrey Scott, Uncornered Market
UncorneredMarket.com
info@uncorneredmarket.com
facebook.com/UncorneredMarket
@umarket
slideshare.net/uncorneredmarket

4. A FEW OF OUR PARTNERS

5. WEBINAR ROAD MAP
! Our story
! Bloggers? Why work with
them?
! Case studies
! How to find your blogger
! Cooperation models
! Metrics and success

7. WHERE ARE PEOPLE
GETTING THEIR INFORMATION?
! Internet search
! Social media
! Family and friends
! Review sites (e.g., Trip Advisor)
! Traditional print

8. WHAT ROLE DO BLOGS PLAY?
77 of internet users read blogs
52 of blog readers said that a post affected their
decision
46 of consumers indicate that they trust traditional
media less than they did five years ago

9. IF YOU CAN IMAGINE IT,
THERE IS A BLOG ABOUT IT
Remember: Overlaps between areas, niches inside of them.

10. IMPORTANCE OF STORY
WHOSE STORY DO I LIKE ! Story is a differentiator
AND WHO CAN HELP
! People follow a blogger’s story
TELL MY STORY?
! Piggy back on a blogger’s story

11. STORY MODELS
! Changing perceptions
! Existing product, new story line
! Birth of a new product
! Reaching new demographics

14. WHY ARE BLOGGERS EFFECTIVE?
! Personal. Personality
! Real experiences
! Trust factor. Independent
! Exposure: Immediate & Long Term
! Authority
“People don’t trust entities.
People trust people.”
- Tim Ferriss, author of
The 4-Hour Workweek

15. SHIFT FROM HOBBY TO
PROFESSIONAL: WHAT THIS MEANS
! More professional, higher quality
! Bloggers expecting more
! More competition
! The new superstar

16. PROFESSIONAL BLOGGERS
TAKING THE MAIN STAGE
! Fashion bloggers getting first row seats during fashion week, designing
new product lines (H&M)
! Pantene choosing a beauty blogger for commercials and spokesperson
Bloggers are no longer hiding out in parents’ basement.

17. THE POWER OF...
! Reaching a blogger’s targeted
audience
! A bloggers endorsement

18. THE TIM FERRIS EFFECT
“If you take a print magazine with a million person
circulation, and a blog with a devout readership of 1 million,
for the purpose of selling anything that can be sold online,
the blog is infinitely more powerful, because it’s only a click
away.”
- Tim Ferriss, author of
The 4-Hour Workweek
Amazon rank from 1,295 to 45 after Michael
Ellsberg appeared on Tim Ferriss’ blog

20. CASE STUDY:
JORDAN TOURISM BOARD
! Goals: Increase awareness of Jordan & publicize
Jordan’s safety in midst of Middle East
! Blogger trips & social media activities
! Bloggers became destination ambassadors.

21. CASE STUDY:
G ADVENTURES
! Wanderers in Residence Program
! Everything-Everywhere.com G Adventures Tour

22. CASE STUDY:
EXPEDIA’S BLOGGER OUTREACH
! Twitter Chat - #Expchat
! Live tweeting events (e.g., film festivals) and
vacations Expedia wants to promote

23. CASE STUDY:
VONAGE MOBILE APP
"...the mobile calling app Vonage introduced last
week has taken off like a bottle rocket with nary a
marketing dollar spent to support it."
The Motley Fool,
investment advice
! What Vonage did: partnered with a diverse
group of niche bloggers to review their app and
announce on social media

24. CASE STUDY:
MOM BLOGGERS
! Powerful group, dedicated audience
! American Express gives PrudentBaby.com 15,000 reward
points worth $1,500
! Prudent Baby uses reward points to redesign deck
! Makes a video about project that gets 300k views
! Good investment?

25. DEFINE YOUR BLOGGER
COOPERATION GOALS
! How does this cooperation fit with larger corporate strategy?
! What are you hoping to achieve?
! What are the measurable outcomes?

26. HOW TO FIND THE RIGHT
BLOGGER: QUALITATIVE
Define what you are looking for to promote your brand:
! Target audience
! Content style and tone
! Niche

27. CASE STUDY:
CONAGRA
! ConAgra (with Ketchum’s
advice) invites New York’s top
mom and food bloggers to a
private, exclusive dinner.
! New product launch.

28. CONAGRA: WRONG MATCH
“Our entire
meal was a
SHAM!”
Suzanne Chan, Mom
Confessionals blog
! Bait and Switch.
! Not the right bloggers for product.

29. A LOOK AT NUMBERS:
WHERE TO FIND THEM
! Unique Visitors
! Pageviews
! Demographics (country, gender,
age)
! RSS/newsletter
! Twitter/Facebook community

30. “Not everything that can be
counted counts, and not everything
that counts can be counted.”
- Albert Einstein

31. QUALITATIVE FACTORS
! Tone and quality of content
! Quality of engagement
! Trust of audience
! Other outlets

32. A DOSE OF SKEPTICISM
! A pageview does not necessarily
equal an impression. Take a look at
amount of time spent on site.
! Beware of echo chambers. Are you
really reaching your target
audience?

33. REACHING OUT TO
BLOGGERS: THE DO’S
! Make a personal connection
! Ask for ideas
! Be creative
! Lay groundwork for a long
term relationship
! Attend conferences and tweet
ups to meet bloggers

34. REACHING OUT: THE DON’TS
Hello Blogger,
I have a great service/product/deal
that is not connected to your niche.
! Don’t spam. Press Releases=bad.
! Don’t assume (or demand) free promotion
! Don’t treat bloggers as non professionals or assume all the
same

35. TYPES OF BLOGGER COOPERATION
! Providing free product/service in exchange for review
! Advertising
! Contests and Giveaways
! Hosting Twitter chats
! Brand Ambassador
Remember: Bloggers need to disclose!

36. NO BLUEPRINT FOR
BLOGGER COOPERATION
EXPERIMENT!

37. ULTIMATE GOAL:
LONG TERM RELATIONSHIP

38. MEASURING RESULTS:
SUCCESS METRICS
! Blog analytics
! Engagement
! Reach of Tweets
! Promo codes
! Click-throughs

39. MEASURING ENGAGEMENT
! Comments
! Retweets
! Facebook Likes

40. TWITTER REACH -
HASHTRACKING/TWEETREACH

41. FACEBOOK:
ENGAGEMENT AND REACH

42. KNOCK ON EFFECTS FROM
BLOGGER COOPERATION
! 89% of journalists conduct
research on blogs
! Interviews and media
coverage resulting from
cooperation
! Blogger becomes authority
! Your brand and story gets
included at conferences

43. WORKING WITH BLOGGERS:
BEFORE COOPERATION
! Make clear your goals for the project
! Ask for input, work together - blogger knows audience
! Build the relationship, develop trust

45. WORKING WITH BLOGGERS:
DURING COOPERATION
! Provide blogger with tools he needs to do his job
! Co-Promotion of content
! Stay flexible, troubleshoot

46. WORKING WITH BLOGGERS:
AFTER COOPERATION
! Continued co-promotion
! Supporting blogger in ambassador role
! Start thinking of the next project

47. UPSHOT
! This is a human experience
! Relationship
! Patience
! Fun

48. THANK YOU!
Let’s continue the conversation. Connect with us on:
! UncorneredMarket.com
! info@UncorneredMarket.com
! Twitter.com/umarket
! Facebook.com/UncorneredMarket
! LinkedIn: Audrey Scott & Daniel Noll