The Art (And Law) of Blogger Relations:

9 Tips for Success

Presented by: Laura Ciocia

Senior Digital Strategist I Everywhere®laura@beeverywhere.tv

Britton ThompsonDigital Coordinator I Everywhere®

@msciocia / @beeverywhere / @brittont13www.beeverywhere.tv

Why should you care?

Because you can’t afford not to.

77% of internet users read blogs.

52% of blog readers say that a blog post factored into the critical moment in which they decided to buy.

70% of bloggers are organically talking about brands.

46% of consumers indicate that they trust traditional media less then they did 5 years ago.

54% of mom bloggers report being contacted by a brand to write about or review a product.

  

Still Don’t Care?Not to worry.

Your competitors will.

Tip One: Identify Relevant Targets

Nobody likes a thoughtless and misplaced pitch. Take the time to

research relevant bloggers who are most likely to be interested in your product/service before you make

contact.

Remember that not all blogs are created equal. Do your homework to

ensure maximum engagement.

Suggested Tools: Technorati, AllTop, Klout, MuckRack, Google Blog Search, Quantcast,

Various Blogrolls

Tip Two: Forget the word “pitch”

A successful blogger outreach strategy is anchored by individualized, ongoing and authentic relationship building.

Turn your “pitches” into partnerships!

Seek to provide value to a blogger in exchange for sharing your product with

her community.

AVOID: Mass emails, embargoes & demands.

Tip Three: Know the Law!

The FTC requires bloggers to disclose any material consideration they receive

in exchange for a post/mention/endorsement. This

includes both cash and in-kind compensation.

Brands are responsible too! Ensure all of your partner bloggers represent their

relationship with truth and transparency.

Tip Four: Get Creative

The beauty of blogger relations is that there is no blueprint.

Think beyond the ‘pay for post’ and develop sustainable

relationships aimed at nurturing a loyal network of “passionistas” on

behalf of your brand .

Tip Five: Clearly Communicate Your Goals

The challenge with blogger relations is that there is no

blueprint.

Make sure you outline your expectations and attach success metrics to your partnerships and

campaigns.

Tip Six: Keep Your Word

It should go without saying but if you’ve promised an incentive or any other consideration, follow

through on it.

As a rule, treat bloggers with the same care and respect as you

would the editor-in-chief at your most coveted publication.

Tip Seven: Participate!

Become an authentic contributor to the greater conversation

through comments, blog posts, mentions, & re-tweets. There are limitless opportunities to connect,

share and engage on behalf of your brand.

Suggested Tools: HARO, Quora

Tip Eight: Embrace the (free) Tools of the Trade

Pitchengine (SMPR’s)Bit.ly

Google AlertsSocial Mention

Tweetreach

Tip Nine: Take it off-line

No matter how connected social media makes us feel, it won’t ever replace face-to-face engagement.

Find as many opportunities as possible to meet the people behind your connections.