behind the scenes: brands and blogger relations programs

Elevating The Conversation

©WEBER SHANDWICK 2012 All rights reserved

Behind the Scenes:

Brands and Blogger Relations

Programs Minnesota Bloggers Conference | September 22, 2012

Lauren Melcher



I see the blogger world from

multiple angles

http://lgmelcher.tumblr.com/

http://www.twitter.com/lgmelcher

http://www.littlefarmhouseinthebigcity.blogspot.com/

http://www.socialstudiesblog.com/



The Update Meeting 19 April 2012


Page 3

“The organizing principle of how

we live, work and play [the web]

is moving away from being built

around content, and is being

rebuilt around people.”

- Mark Zuckerberg



“Lasting and substantive

change can be best effected

by a group of people

connected to each other, to a

leader and to an idea.”

- Seth Godin, Tribes



Translation for brands:

make business

social by design



The Opportunity

for Brands

Engage influencers as a

strategic and creative

discipline – one that starts

with a relationship-based

versus transactional

approach, and is always on.



The Opportunity

for Bloggers

Develop meaningful,

two-way relationships with

brands, through products or

experiences, and leverage

those relationships

for future growth.

http://leeodden.com/2010/08/27/skydiving-army-golden-knights/



The “new” pyramid of influence

Our job (PR) is to make a concerted effort to bring influencers into our clients’ businesses,

and to institutionalize dialogue and relationship building throughout the pyramid

Super fans

Brand advocates seeking

brand perks and recognition

Social publishers

Enthusiasts looking for content

and non-cash social currency

Semi-pro content creators

Content bloggers/enthusiasts who

expect to be paid

Editors

Fans & Followers





Page 9

How are brands innovating

around people?



More than a megaphone

Top of the pyramid influencer partnership can be built into the business

itself…applying the qualities that made them compelling figures to help

market from the inside out.

How does this apply to you as a blogger?

Nike, intel and beats



Real-time engagement

The Breakfast Project for Milk centers on active listening to uncover influencers who

can participate in a content program centered on breakfast

Are the things you’re tweeting, posting and photographing the things with

which you’d like to be identified in a Radian6 search or on a blogger research list?

Milk Processor Education Program (got milk? Campaign)



Let’s Go Somewhere Cool



U.S. Army – Inspire Stories:

Engages and Inspires Bloggers

through Authentic Army

Experiences

13 blogger experiences since 2010

12,000,000 impressions



CUSTOM BLOGGER EXPERIENCES

• Influential chef and food blogger Matt Armendariz observing the U.S. Army Culinary Cup Competition

• Online marketing blogger Lee Odden jumping with the Army Golden Knights

• Technology blogger David Banks from GeekDad and WIRED.com experiencing the use of video training simulation at the Combat Simulations Unit

• Fitness blogger and digital mom Leah Segedie participating in mini-greening (aka boot camp) and receiving a first-hand look at fitness and nutrition for privates at Fort Benning

• Daddy blogger and Huffington Post contributor Ron Mattock’s spending time with Soldiers in elite training at Airborne School and learning from father Soldiers about their duel lives as servicemen and fathers



HOW?

Media relations approach:

- Account team or client creates

opportunities based on upcoming events,

campaign goals or cultural trends

- Army account team researches potential

participants

- Calculates potential reach and

amplification

- Initial pitch

- Relationship-building stage

- Experience execution stage

- Follow-up content creation and

syndication



Program goals:

Develop a program that will increase the level of

trust suburban Minnesota Moms have in

Minnesota Pig Farmers by 5%.

Foster relationships within suburban

communities by helping to feed at least 1,500

local families in need.

A Passion for Pork from Farm to Fork

http://www.twitter.com/oinkoutings



• 39 tour participants in 2011-12

• 50% lifestyle or food bloggers

• Participants encouraged to post photos,

tweet and write blog posts on their own

platforms or the Oink Outings blog

• On average, post-tour surveys indicated a

50-79% increase in trust



My best advice:

Blogger relations program

opportunities are unpredictable

To be invited, you need to make

yourself easy to identify and

contact

Professionalism is key

Brands are looking for ROI

Best to be an active participant

(not a passive observer)




yourself easy to identify and contact

Active participation in:

• Facebook groups

• LinkedIn groups

• Twitter chats



Most invest in real-time monitoring of actions to track earned media value.

Insights from digital/social analytics data drive and inform future programs by

interpreting the implications behind the numbers.




Best to be an active participant (not a passive observer)

Invite Connect Browse

Dear Jeff,

We love your blog and

we think your passion

for design and music

makes you a perfect fit

for the Acura VIP

Network. Join us!

Collaborate/Grab Share

Audience driven

social actions



My best advice:

Blogger relations program

opportunities are unpredictable


yourself easy to identify and

contact

Professionalism is key


Best to be an active participant

(not a passive observer)



Lauren Melcher

Digital Strategist

@lgmelcher

[email protected]

behind the scenes: brands and blogger relations programs

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