go ape - blog influencer project
DESCRIPTION
Don't Panic Guide to Social Media ConferenceBlog Influencer ProjectEmma Gardiner and Amy JohnstonTRANSCRIPT
GO APE BLOGGER
OUTREACH CASE STUDY
Emma Gardiner
Online marketing executive Go Ape
Amy Johnston
Account manager Wolfstar
INTRODUCTION
! !!"#$$%&'#()&%*+,'+*-.*/$0'
! !1%*"'%2*-."%3'#4'/-."%-%0)*5#0'
! !6&#-'),%'+"/%0)'3/7%8'*07'*$%0+9'
! !1%3(")3'
! !:;*"(*5#0'
! !<=>'
GO APE
Creating adventures,
encouraging everyone to live life more adventurously
AWARD WINNING CONSULTANCY
!"##$%&'()'*+,%-$%$.'/#&0-1-$'()'2134"5'6$4,0(#&'7%"8$')(%'9:;&'
(1-&-,#."#<'&=,44'5(#&14-,#5>'?@@AB'
C"#,4"&-&')(%'26'!$$D'EF,%.&'G$&-'H$F'*(#&14-,#5>'?@@AB'
I%$&14-&'J5-(3$%'?@@AK'
C"#,4"&-'*+,%-$%$.'/#&0-1-$'()'2134"5'6$4,0(#&'J1-&-,#."#<'
2134"5'6$4,0(#&'*(#&14-,#5>'B'I%$&14-&'H(L$=3$%'?@@AK'
C"#,4"&-'*+,%-$%$.'/#&0-1-$'()'2134"5'6$4,0(#&'G$&-'9&$'()'M(5",4'
N$.",B'I%$&14-&'H(L$=3$%'?@@AK'
C"#,4"&-'*+,%-$%$.'/#&0-1-$'()'2134"5'6$4,0(#&'J1-&-,#."#<'
O(1#<'*(==1#"5,-(%. I%$&14-&'H(L$=3$%'?@@AK'
WHY SOCIAL MEDIA?
! !?#3)'%@%+5;%'
! !A)B3'C,%&%'#(&'+(3)#-%&3D*7;#+*)%3'*&%'
! !E%%./0$'#(&';#/+%'/0'),%'+#0;%&3*5#03'
! !A0+&%*3%'F&*07'*C*&%0%33'
! !A0G(%0+%'F&*07'&%.()*5#0'
! !H&/;%'I(*"/J%7')&*K+')#'C%F3/)%'*07'F"#$'
! !?(3)#-%&'LC#CB'
MARKETING STRATEGY
! !?(3)#-%&'%0$*$%-%0)'
! !MNDON'1("%'
" !MNP'#4'F(7$%)Q'R,%'3)(@'C%'7#'0#C'*07'7#'C%""'
" !'ONP'#4'F(7$%)Q'R%3)8'1%4&%3,8'A00#;*)%'
! !S%C'C*93')#'%0$*$%'#(&'*(7/%0+%'
! !:-F&*+%'0%C'),/0$3'
! !!(/"7'&%"*5#03,/.3'
BLOGGER OUTREACH
! !T#"43)*&'&%+#--%07%7'*')*&$%)%7'F"#$$%&'
#()&%*+,'.&#$&*--%')#'&*/3%'),%'.&#J"%'#4'U#'
>.%'/0'),%'F"#$#3.,%&%'
! !T#"43)*&'/7%05J%7'V%9'/0G(%0+%&3'*+!'*'
F&#*7'3.%+)&(-'#4'F"#$3'C,#'C%&%'*"&%*79'/0'
%3)*F"/3,%7'0%)C#&V3'#&'+#--(0/5%3'
! !R,/3'-%*0)'),%'-%33*$%3'C#("7'&%*+,'*'C/7%&'
*(7/%0+%';/*'3*)%""/)%'#()&%*+,'
CONSIDERATIONS
Readership Geographical
location
Established
networks
OUTREACH CAMPAIGN
! !W%&3#0*"'*07')*/"#&%7'
*..&#*+,'
! !W&#;/7%7'+#0)%0)'F%4#&%'
),%')&/.'
! !W&#;/7%7'*77/5#0*"'
/04#&-*5#0'*X%&'),%'
)&/.'
! !?#--%0)%7'#0'F"#$'
.#3)3')#'+#050(%'),%'
%0$*$%-%0)'
COVERAGE
COVERAGE
Creators – source, communicators ,
influencers
Editors – contribute, communicate,
influence
Lurkers – consumers, readers
1%
9%
90%
BANANA BLOG
Tag cloud
Comments
Retweet
button
Banana rating
Other blogs
Latest tweet
CONSTANT DEVELOPMENT
RESULTS - SUMMARY
! !A0+&%*3%7'*C*&%0%33'#4'U#'>.%'
! !?&%*)%7'*07'%0+#(&*$%7'#0"/0%'C#&7'#4'
-#(),'
! !?&%*)%7'&%"*5#03,/.3'C/),'#0"/0%'/0G(%0+%&3'
! !H&#;%'5+V%)'3*"%3'
! !YY'F"#$'.#3)3'3%+(&%7'4&#-'3/2')&/.3'
! !Z.&%*7')#'RC/[%&'*07'6*+%F##V')##'
NEXT STEPS
! !A0)%$&*)%7'-*&+#-3'4#&'ONYN'
! !!&#*7%&'7%-#$&*.,/+'
! !!(&3)'+*-.*/$03'*&#(07'V%9'5-%3'
! !>7;%0)(&%'F(&3*&9'
ANY QUESTIONS
GET IN TOUCH
>-9'\#,03)#0']'T#"43)*&'
RC/[%&'^*-9&_#,03)#0'
CCC`C#"43)*&+#03(")*0+9`+#-'
:--*'U*&7/0%&']'U#'>.%'
RC/[%&'^$#*.%)&/F%'
CCC`$#*.%`+#-'