brands & bloggers: making it work!
TRANSCRIPT
PUBLICASITY OUTCOMES MATTER
• WHO WE ARE
• BRAND AND BLOGGERS – WORKING TOGETHER
• OUR RESEARCH – FEEDBACK FROM 40 TOP BLOGGERS
• INSIGHTS FROM JEN STANBROOK
• QUESTIONS & ANSWERS
IN THE NEXT 40 minutes
PUBLICASITY OUTCOMES MATTER
InfluenceONE OF THE MOST MISUSED WORDS IN OUR INDUSTRY
WHAT IS INFLUENCE?THE ABILITY TO CAUSE OR CONTRIBUTE TO A CHANGE IN OPINION OR BEHAVIOUR
WHO IS AN INFLUENCER? A PERSON OR GROUP WHO POSSESS GREATER THAN AVERAGE POTENTIAL TO INFLUENCE, DUE TO ATTRIBUTES SUCH AS FREQUENCY OF COMMUNICATION, PERSONAL PERSUASIVENESS OR SIZE OF, OR IMPORTANCE IN, A SOCIAL NETWORK
PUBLICASITY OUTCOMES MATTER
PUBLICASITY OUTCOMES MATTER
WHY THEY ARE SO IMPORTANT FOR BRANDS?
• THIRD PARTY CONTENT PROVIDES LEGITIMACY
• BRANDS CAN ACCESS ESTABLISHED, ENGAGED SOCIAL COMMUNITIES WITH SPECIFIC INTERESTS
• MULTI CHANNEL EXECUTION
WHAT ARE THE WAYS IN WHICH BRANDS CAN WORK WITH
Bloggers…?
BRAND/INFLUENCER PARTNERSHIPS
PUBLICASITY OUTCOMES MATTER
SPONSORED POSTS
SPONSORED POSTS ALLOW THE BRAND STORY TO BE TOLD WITH A UNIQUE VOICE AND GUARANTEED REACH ACROSS CHANNELS
PUBLICASITY OUTCOMES MATTER
SPONSORED POSTS
BLOGGERS ARE INTERESTED IN EXPERIENCES, NOT NEWS STORIES
PUBLICASITY OUTCOMES MATTER
CREATING BRAND ASSETS
IMAGES, VIDEO AND ARTICLES FOR BRANDS TO USE ON SOCIAL AND IN PROMOTIONAL MATERIAL
PUBLICASITY OUTCOMES MATTER
REVIEWS
YOUR PRODUCT MUST BE OF GENUINE INTEREST TO THE BLOGGER AND READERS.IN ORDER TO BE LEGITIMATE, REVIEWS SHOULD NOT BE SPONSORED
PUBLICASITY OUTCOMES MATTER
COMPETITIONS / GIVEAWAYS
COMPETITIONS OFFER MULTIPLE WAYS TO GET THE BLOGGER’S FOLLOWERS INVOLVED - AND GENERATE NEW CONTACTS FOR THE BRAND
PUBLICASITY OUTCOMES MATTER
GIFTING
PROVIDING A PRODUCT OR EXPERIENCE WITHOUT ASKING ANYTHING IN RETURN CAN YIELD TREMENDOUS RESULTS
PUBLICASITY OUTCOMES MATTER
EVENT SPOKESPEOPLE
A DEEPER LEVEL OF PARTNERSHIP CAN BE ACHIEVED WITH BY APPOINTING THE RIGHT INFLUENCER TO BE YOUR BRAND’S VOICE
PUBLICASITY OUTCOMES MATTER
Our Research
PUBLICASITY OUTCOMES MATTER
WE SURVEYED 40 LEADING UK BLOGGERS AND VLOGGERS TO FIND OUT THEIR OPINIONS ABOUT BRAND PARTNERSHIPS:
WHAT WORKS?
WHAT DOESN’T WORK?
HOW THEY SEE THEIR ONLINE INFLUENCE CHANGING OVER THE NEXT YEAR?
PUBLICASITY OUTCOMES MATTER
OUR SURVEY SUBJECTS ARE INFLUENTIAL ACROSS THE FOLLOWING SECTORS
Lifestyle experience
PUBLICASITY OUTCOMES MATTER
28% OF BLOGGERS HAVE 5+ YEARS EXPERIENCE
OVER HALF HAVE BEEN AT IT MORE 3+ YEARS
Their experience
PUBLICASITY OUTCOMES MATTER
What social channels are they currently using?
92%100% 100% 100% 12%
blog
100%
* Their interest expands beyond their own platforms – 65% write guest posts for other blogs or publications)
62%
PUBLICASITY OUTCOMES MATTER
What channels will be most important moving forward?
16% 16%50%83% 2.5% 2.5%
Social media channels bloggers said would be most important next year
25%
PUBLICASITY OUTCOMES MATTER
Video is a major focus62% ALREADY HAVE A YOUTUBE CHANNEL THAT THEY REGULARLY UPDATE
70% PLAN TO SUBSTANTIALLY INCREASE THE AMOUNT OF VIDEO CONTENT THEY PRODUCE NEXT YEAR
THIS IS IMPORTANT BECAUSE YOUTUBERS HAVE EMERGED AS A FORCE TO RIVAL TELEVISION
PUBLICASITY OUTCOMES MATTER
PUBLICASITY OUTCOMES MATTER
But it has to be appropriate
PUBLICASITY OUTCOMES MATTER
InstagramersINSTAGRAM-ONLY INFLUENCERS ARE STARTING TO SECURE PARTNERSHIPS WITH BRANDS
HUGE REACH IS POSSIBLE BUT WITH MINIMAL COPY OR IN-DEPTH INFORMATION. LINKS TO EXTERNAL SITES MAY ONLY APPEAR IN THE BIO
CAN YOUR BRAND STORY BE TOLD THROUGH A VISUAL MEDIUM?
PUBLICASITY OUTCOMES MATTER
Which content is most engaging?
BLOG POSTS GET THE MOST ENGAGEMENT, FOLLOWED BY INSTAGRAM PICS
THERE ARE A GROWING NUMBER OF INSTAGRAMERS AND YOUTUBERS WHO SEE MOST ENGAGEMENT ON THOSE CHANNELS – BUT LINK CLICKS REMAIN HIGHER ON BLOGS
PUBLICASITY OUTCOMES MATTER
BLOGGERS ARE FREQUENTLY APPROACHED BY BRANDS: • 26 APPROACHES PER MONTH ON AVERAGE
• BUT THEY WORK WITH FEWER THAN A QUARTER OF THESE (24%)
WE BELIEVE THAT PROPER RESEARCH BY THE BRAND OR THEIR PR AGENCY IS THE KEY TO CREATING SUCCESSFUL PARTNERSHIPS WITH BLOGGERS
Bloggers are in demand
PUBLICASITY OUTCOMES MATTER
PUBLICASITY OUTCOMES MATTER
TOP REASONS BLOGGERS CHOOSE NOT TO WORK WITH A BRAND:
1. NOT THE RIGHT FIT FOR THE BRAND (52%) POOR RESEARCH BY BRAND / BLOGGER IS NOT PERSONALLY INTERESTED IN THE BRAND
2. LACK OF BUDGET (41%)
3. UNREASONABLE DEMANDS (16%) WANTING FOLLOW LINKS OR TOO MUCH CONTROL OVER CONTENT
Where brands go wrong What bloggers
want from brands
PUBLICASITY OUTCOMES MATTER
THE KEYS TO AN EFFECTIVE PARTNERSHIP:
1. GOOD COMMUNICATION
2. A CLEAR BRIEF (AND EXPECTATIONS)
3. GOOD WORKING RELATIONSHIP (WITH AGENCY OR BRAND)
4. A LONG TERM FOCUS
5. A BRAND THAT CO-PROMOTES THEIR CONTENT
What bloggers want from brands
PUBLICASITY OUTCOMES MATTER
PUBLICASITY OUTCOMES MATTER
SELECTED BLOGGERS (ACCORDING TO REACH, RELEVANCE, FREQUENT, ENGAGEMENT) SET CLEAR EXPECTATIONS (THROUGH BLOGGER AGREEMENT) LET BLOGGERS TAILOR CONTENT TO SUIT THEIR OWN STYLE PROVIDED ASSETS AND MESSAGING TAILORED TO EACH SPECIFIC SOCIAL MEDIA CHANNEL BOOSTED REACH THROUGH PAID PROMOTION
HOW THIS WORKED WITH HOMESENSE
PUBLICASITY OUTCOMES MATTER
Remember!1. UNDERSTAND THEIR KEY CHANNELS AND HOW FOLLOWERS INTERACT THROUGH THEM
2. HOW DOES THIS MATCH YOUR DESIRED OUTCOMES (CLICKS, MENTIONS, REACH)?
3. REVIEW PAST PARTNERSHIPS THAT THEY HAVE HAD WITH BRANDS
4. PUT TOGETHER A CLEAR BRIEF THAT LAYS OUT MUTUAL EXPECTATIONS
5. THINK BEYOND THE POST – HOW ARE YOU GOING TO MAKE THE MOST OF THE CONTENT?
PUBLICASITY OUTCOMES MATTER