blogger relations ragan
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- 1. Bloggers are your friends How to build and leveragerelationships with the online masters to power your online campaign
- 2. Why Bloggers? Bloggers are real, relatable people People read blogs Bloggers are social- they share what they post Bloggers provide backlinks Blogs drive traffic
- 3. The benefits Product/brand feature Quantity of results Social media & PR Shareable content; User generated content Brand ambassadors
- 4. Getting Bloggers on Your Side The Dos and the Donts
- 5. The Dos Personalize: Learn names and use them Read their blogs: both about me & the posts Ask for what you want Take demographics into consideration Be consideration of their time and content
- 6. The Donts Fake itin other words, dont LIE Belittle a blogger Assume Stereotype Spray & Pray
- 7. How To Do It Right!
- 8. Lesson 1: The Campaign
- 9. Create an offering Bloggers arent there to just serve you. It must mutually beneficial. Offer them something in return for their services: Social media mentions Products to review An expert article or tip sheet An exclusive example to feature An interactive project
- 10. Dessert a DayCookie company wants to engage dessert bloggers for National Dessert MonthOffers each a chance to participate: Every day one dessert is shared that the blogger makes with cookies provided to the by the companyBenefits:- Creates tons of backlinks- Engages ideal audiences and provides one-of-a-kind content- Photos, videos, and recipes to share with both audiences- User generated content- Builds a person connection between brands and people- Google results galore
- 11. Oxygenics $50 a DayShowerhead company wants to increase brand awareness specifically by growing Facebook fansPurchases gift cards to top retail outlet (that carries their product) and build a Facebook tab to giveaway one gift card every dayTarget giveaway blogs, sweepstake Facebook pages, etc, with a predominantly female audience to help spread the contestResult was adding over 9,000 fans to the pageBenefits:- The female audience was an ideal target for the company and prize- The blogs and FB pages targeted were able to spread it that far over only 3 months- Reached goal of fans. Fans were engaged, boasted of buying the product even if they didnt win, and referred / shared with friends
- 12. Tips Plan a campaign with a specific and measurable goal List out your offerings, what exactly you would like to see, and what you will do in return for the blogger Make sure you provide links to website & social media channels If you have no prize to giveaway, make the campaign creative and worth the effort Ask for photos
- 13. Lesson 2: The Research
- 14. Find Dem Blogs! Youll want to start first by figuring out what style of blogs appeal to your target demographic: mommy, travel, food, pet, etc. Know your niche Use tools use as AllTop, Technorati, and even a simple Google Blog search (for those of you who dont have fancy systems like Vocus) Use networks of bloggers such as BlogHer to find appropriate blogs Keep a running log of all blogs you find with URLs, notes, and contact info
- 15. Assess Read the content. Think: Is this the kind of blog that would post your content or participate in your campaign? Read the About Me: Some bloggers specifically state No PR people allowed. Respect that Visit their Facebook fan pages, Twitter accounts, etc, to see if their audience is: the type youre looking for, varies, is engaged, etc.
- 16. Lesson 3: The Outreach
- 17. Start Your Engine Begin drafting a personalized pitch to each blogger. This is time consuming, and a bit of a template can be used for each, but make sure youre smart about it. Remember our pitching blogger rules! Bullet points are great: they keep bloggers from having to read huge paragraphs. They have lives, too Make sure you keep up on communications after the first email. Let them know when samples are sent, when youve kept up your end of the bargain, and be generally attentive.
- 18. Close It Make sure to follow-up and see if they need anything further Dont put too much pressure on the post date- just enough for them to know youre excited Ask if you can get copies of the photos. And make SURE you give full credit when posting and provide the link back to their blog Give extra social media shout outs to everyone who participates Send a thank you email
- 19. Thanks for listening!Constance Aguilar, Social Media Strategist at The Abbi Agency @ConnieAguilar Facebook.com/theabbiagencywww.theabbiagency.com/blog & www.constanceaguilar.wordpress.com Thats me! Got any questions?! ASK AWAY!