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Blogger outreach @ beth_carroll

Blogger outreach @ beth_carroll. Juicy stats. 133,000,000 – number of blogs indexed by Technorati since 2002 346,000,000 – number of people globally who read blogs 900,000 – average number of blog posts in a 24 hour period 1,750,000 – number of RSS subscribers to TechCrunch blog

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Blogger outreach @ beth_carroll

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  1. Blogger outreach @beth_carroll

  2. Juicy stats 133,000,000 – number of blogs indexed by Technorati since 2002 346,000,000 – number of people globally who read blogs 900,000 – average number of blog posts in a 24 hour period 1,750,000 – number of RSS subscribers to TechCrunch blog 77% - percentage of active Internet users who read blogs 59% – percentage of bloggers who have been blogging for at least 2 years 55% – percentage of the blogosphere that drinks more than 2 cups of coffee per day

  3. What is a blog? Sharing on the go Traditional blogging platforms

  4. Why do people read blogs? • Information about people, places, things or services • Opinions and/or reviews of people, places, things or services • Funny, sad, provocative news about people, places, things or services • Tutorials that teach them how to do stuff • Chat to like-minded people who share common interests and beliefs • Lol pictures of breaded cats

  5. A level playing field What’s the same? We tell stories We build relationships What’s different? We work with people We have two way conversations We don’t broadcast messages Bloggers even contribute to the news agenda

  6. How to find them… Pay for it Use search tools Social lists Twitter lists etc… Harness networks Blogger recommendations, blogrolls etc…

  7. Find your sweet spot Sweet spot Probably too cool for you Only write for their mums

  8. What’s your sweet spot? Measure their influence Have a snoop Check blogger ranking Let other people do your job for you Does anyone care? Comments, Links, Social Shares etc…

  9. Outreach plan What’s your sweet spot? Tier 2 strategy Tier 1 strategy Five point plan 3 4 5 2 1 Introduce yourself How will you stay friends? Introduce your brand Pitch your package Follow up plan

  10. What Nokia did to launch N97 Minis… Six Nokia N97 Minis in personalised boxes were delivered to the leading social media mobile opinion leaders in the UK and New York City Using geo-location and online monitoring tools, Nokia was able to surprise each person at home, work and play with the device and a full accompanying Nokia-branded Mariachi band The reactions, ranging from laughter to complete bewilderment, were filmed, uploaded to YouTube

  11. What Nokia did to launch N97 Minis… • The results • The activity generated 86 per cent positive WOM around the Nokia N97 mini mobile device • The content reached a combined audience of more than 203,000 • They sold a lot of phones (probably)

  12. The cycle Listen Follow up Engage Activate

  13. Listen • Read their blog and learn • What are their likes and dislikes? • How do they write? • What’s their style? • Do they review products? • Do your research • Google them • What’s their name?? • Read their bio • Check out their social profiles • Who do they talk to?

  14. Engage • Talk on their level • Comment on a blog post • Reply to a tweet • Like their content on Facebook • Email them about a topic you like • Share content you think might interest them • Be honest • Don’t pretend you’re not from an agency • Don’t pretend you work for the brand • Don’t be pushy!

  15. Activate • What can you give them? • Introduce your product/ launch • Draft a personal pitch • Package the content for each blog • Can you offer exclusive content? • What do you want? • Product review • Series of posts following a campaign • Opinion piece • Other channels

  16. Follow up • Give thanks and give back • Say thank you • Amplify their posts • Give feedback • Make introductions • Repeat the relationship building process

  17. If you don’t do this…

  18. Your turn! What’s your sweet spot? Tier 2 strategy Tier 1 strategy Five point plan 3 4 5 2 1 Introduce yourself How will you stay friends? Introduce your brand Pitch your package Follow up plan

  19. Final word from a their mouths Becky Goddard-Hill of Baby Budgeting gives her feedback on the PR-blogger relationship: “PRs should value a bloggers time and make sure they get something in return for their work… not necessarily every time but enough for it to be a truly reciprocal relationship. Bloggers shouldn’t be treated like free advertising. Personally I like it when I deal with the same PR a number of times and get to know them rather than just being another number.” Blondie of Transatlantic Blonde wants you to get personal and get social: “Social Media is social! What you want from bloggers is a friendly, first-person review or post about your product or campaign. If you’d like a personable, friendly blog post, be friendly and personable yourself! You don’t just have to contact bloggers when you want something and interacting on twitter is a great way to build a relationship that is mutually beneficial.”

  20. 43 Drury Lane, Covent Garden London, WC2B 5RT Tel. +44 (0)20 7632 4800 E. tellmemore@threepipe.co.uk

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