paid blogger outreach - eric gottloeb (social fresh west 2013)

Bloggers Go Native

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@Gottloeb

Eric Gottloeb

Let’s discuss a few familiar stories…

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A Bloggers Tale

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Let’s shift gears

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The Consumer’s Story

Pop up ads

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Page Take-Over Ad

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Right Rail Ads

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White Space Take-over

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The Consumer Story

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Now it’s your turn

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The Marketers Story

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Get to the point…

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Blogger Consumer

Marketer

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The Middle Ground

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How does this really work?

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@Gottloeb

Walgreens - Balance Rewards

The Blogger Program

• 120 Bloggers• 120 Blogs• Over 8,000 pieces of content from blog

syndication on Facebook, Twitter, Google +, Pinterest, and more

@Gottloeb

@Gottloeb

What They Blogged About

• Three ways to register• Four ways to carry your card• Hundreds of ways to save• Thousands of items to buy with points

Blog

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How did we measure this?

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Share of Voice

Comp3%

Comp 20%

Balance Rewards

77%

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Search Engine Optimization

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36 Million Impressions

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Additional Value – Feedback Loop

• Where can I see how many points I have?• How do I collect points faster?• Do I have to carry my card with me

everywhere?

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How does this connect?

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Thank You

@Gottloeb