How to Turn Bloggers & Influencers into Allies

Alycia ChrosniakCTEatsOut

ShawnaGaleOutandAboutMom

EricaTannenTheE-List

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HowtoTurnBloggersandInfluencersintoAllies

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Alycia Chrosniak |Founder,CTEatsOut

• Showcase the best of Connecticut’s restaurants, farms, food trucks, purveyors, vineyards and breweries

• Contributed articles, food styling, photography and recipe development to brands such as Travel + Leisure, Food52, Boston.com, Hartford.com, and Seasons Magazine

• +75k social media followers

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EricaTannen |Founder,TheE-List

• A weekly newsletter about the best of the CT Shoreline

• Announce the sales and events that matter, the must-have items of the season, and tells you where to eat and what to do this weekend

• Online community goes offline for signature events: annual Insane Insidewalk Sale, Girls’ Nights Out

• +12.9k social media followers, +23k email subscribers

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ShawnaGale|Co-founder,OutandAboutMom

• Provides ideas for family-friendly outings in and around Connecticut: where to go, what to bring and what to expect

• Partnered with the New Britain Museum of American Art, The Bushnell, Lake Compounce, and the Essex Stream Train & Riverboat

• Featured on Better Connecticut, Country 92.5, and The Weather Channel

• +11.4k social media follower

Whatareyoulookingforwhenpartneringwith

anorganization?

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WhatAreYouLookingFor?

• Images• Flexibility• Information• A unique angle• Must appeal to my audience• An authentic experience

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Whatcanorganizationsdotomakethemostofworkingwithablogger/influencer?

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WhatAreYouLookingFor?

• Sharing content• Social media takeover• Request evergreen content• Sharing hashtags & handles• Amplify the visit, before –

during – after

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Shareanexampleofasuccessfulpartnershipyou’vehad.

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TheE-List|OldeMistick Village

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CTEatsOut|KNOWGOODMarket

• Goal: draw audience to the market and increase their social following

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OutandAboutMom|NewBritainMuseumofAmericanArt

• Goal: promote new art program for babies called, "Museum & Me: Playdates with Art"

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TheE-List|TheShoppesatYale

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OutandAboutMom|TheBushnell

• Goal: promote family-friendly shows through a combination of banner advertising, sponsored posts and ticket giveaways

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CTEatsOut|bartaco

• Goal: raise awareness of the new #bartacosecret promotion and draw audience over

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TheE-List|TownsofEssex&Guilford

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CTEatsOut|Bear’sSmokehouseBBQ

• Goal: raise awareness of Super Bowl specials and gather email addresses

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OutandAboutMom|TheEssexSteamTrainandRiverboat

• Goal: promote the annual “Day Out With Thomas” event

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Whataresomepitfallsthatorganizationsshouldavoidwhenworkingwithbloggers?

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PitfallstoAvoid?

• Not trusting the blogger• Too many requirements• Not being accommodating• Not having a budget to pay for

partnerships, unbalanced trade• Not furnishing the blogger with

a reliable contract

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Howcanorganizations spotanauthenticblogger?

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HowtoSpotandAuthenticity

• Research– read their blog and media kit – sign up for the newsletter– does your audience align

with theirs

• Do they have testimonials/referrals

• Ask for their stats

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Whataresomemisconceptionsaboutworkingwithbloggers?

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Misconceptions

• That it’s free• They’re all amateurs• Just want things for free• That blogs aren’t as

effective as more mainstream media

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Whataresometipsthatyouwouldgiveforpartneringwithablogger?

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TipsforPartnerships

• Choose a blogger that aligns with your brand

• Have a budget: can typically be less than traditional media

• Trust the blogger• Help create an authentic experience/story• A written agreement outlining expectations

– now what you want! i.e. the look, the feel, who you want to appeal to, talking points

• It’s not one-and-done• It’s more than the numbers• Set clear timelines• Try to build up long term partnerships

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Q&A