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The Art of Successful Blogger Relations @Blogger_Lounge

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The Art of Successful Blogger Relations

@Blogger_Lounge

A G E N D A

Rebecca Brown

The Bloggers’ Lounge

Jenny Lowthrop

She Gets Around

Sarah Moody

The Prosecco Diaries

Hayley Carr

London Beauty Queen

@Blogger_Lounge

W H O W E A R E

We are a market ing agency that par tners b loggers wi th

brands in order to h i t tough sa les KPIs

@Blogger_Lounge

H O W T O R U N A B L O G G E R O U T R E A C H C A M P A I G N T H A T G E T S R E S U L T S

1. Who Is Your Audience?

2. What Will Resonate?

3. How Can I Build Relevant Outreach Lists?

4. How Can I Measure Results?

@Blogger_Lounge

WHO IS YOURAUDIENCE?

@Blogger_Lounge

U S I N G G O O G L E A N A L Y T I C S T O U N D E R S T A N D Y O U R A U D I E N C E

@Blogger_Lounge

U S I N G G O O G L E A N A L Y T I C S T O U N D E R S T A N D Y O U R A U D I E N C E

@Blogger_Lounge

U S E Y O U G O V P R O F I L E S T O U N D E R S T A N D P E R S O N A L I T Y T Y P E S

@Blogger_Lounge

U T I L I S E S A L E S A N D C U S T O M E R S E R V I C E T E A M S

S a l e s / c u s t o m e r s e r v i c e t e a m s a r e i n c o n s t a n t c o n t a c t w i t h c u s t o m e r s

1 . A g e

2 . G e n d e r

3 . C o m m o n q u e s t i o n s

4 . C o m p l a i n t s

5 . T o n e o f v o i c e

@Blogger_Lounge

WHAT WILL RESONATE?

@Blogger_Lounge

U S E G O O G L E T R E N D S T O U N D E R S T A N D R E L E V A N C E

@Blogger_Lounge

U S E G O O G L E T R E N D S T O U N D E R S T A N D R E L E V A N C E

@Blogger_Lounge

U S E K E Y W O R D P L A N N E R T O U N D E R S T A N D P O T E N T I A L

@Blogger_Lounge

HOW CAN I BUILD RELEVANT OUTREACH LISTS?

@Blogger_Lounge

B U I L D R E L E V A N T O U T R E A C H L I S T S U S I N G M A J E S T I C S E O

U S E F O L L O W E R W O N K T O F I N D S O C I A L I N F L U E N C E R S

@Blogger_Lounge

F A C E B O O K G R A P H S E A R C H

@Blogger_Lounge

U S E S O C I A L R A N K T O F I N D S O C I A L I N F L U E N C E R S

Analyse CompareCompetitor

research

@Blogger_Lounge

HOW CAN I MEASURE RESULTS?

@Blogger_Lounge

M E A S U R E S A L E S O V E R T I M E

Uplift in sales due to digital PR activity takes time

Do not provide discount codes without ensuring brand awareness first

@Blogger_Lounge

M E A S U R E P A G E / P R O D U C T U P L I F T

@Blogger_Lounge

O V E R L A Y P R A C T I V I T Y W I T H S A L E S D A T A

Ensure you have Google Analytics access

Ensure you have all marketing, sales and promotions calendars

@Blogger_Lounge

M E A S U R E S E A S O N A L C O M P A R I S O N S T O P R O V E W O R T H

@Blogger_Lounge

T O C O N C L U D E . . . .

1 . U n d e r s t a n d y o u r a u d i e n c e b e f o r e s t a r t i n g a b l o g g e r o u t r e a c h c a m p a i g n

2 . A s s e s s t h e t r a c t i o n y o u r c a m p a i g n c a n g e t

3 . U s e t o o l s t o b u i l d r e l e v a n t a n d h i g h q u a l i t y o u t r e a c h l i s t s q u i c k l y

4 . M e a s u r e s a l e s o v e r t i m e a n d n e v e r i n i s o l a t i o n

@Blogger_Lounge

GET IN TOUCH TO DISCUSS ATAILORED CAMPAIGN FOR YOUR BRAND

[email protected]

TWITTER: @BLOGGER_LOUNGE

INSTAGRAM @THEBLOGGERSLOUNGE

FACEBOOK: /THEBLOGGERSLOUNGE

The Art of Successful Blogger Relations

@Blogger_Lounge

Working with BloggersHow to build the perfect partnership

@Jlowthropwww.shegetsaround.co.uk

Meet the girl who gets around…

Travel Blogger since 2011 (or 2008?)

Recently quit job to blog and freelance full time

Freelance Digital Whiz – content, social media, training, blogger partnerships

(iincluding working at RoomAuction.com)

Been on 10 press trips to 14 countries + mini trips

Northern lass who loves London

Also writes about dating…

@Jlowthropwww.shegetsaround.co.uk

Clients I have worked with

@Jlowthropwww.shegetsaround.co.uk

The DTour1. Advertised online, through blogger events (Traverse Mingle),

Hilton website

2. Make a 2 minute video of your favourite tourist spot + short application form

3. Shortlisted candidates make second 1 minute video saying why you are the right fit for the role + more detailed application

4. Final candidates invited to interview at local Double Tree by Hilton hotel. But…

5. Contract, finances, confirmation of location etc…

The DTour

6 Bloggers became Dtourists

6 continents visited

19 countries visited

30 hotels stayed in

90 blog posts written (approx)

40 videos created (approx)

Media

Twitter reach – over 73,000 Twitter followers

Instagram – 18,000 Instagram followers

Facebook – 12,000 Facebook likes

Hilton Feedback

“We were excited to give six ‘DTourists’ the opportunity to explore several of our unique and inviting DoubleTree by Hilton hotels and cities across six continents to

curate original travel tips and stories for our first-of-its-kind DTour channel. Working with creative people who came from such diverse backgrounds ensured a

completely fresh perspective on the brand’s global portfolio, brought to life through the blog entries, photos, videos and social media posts produced by each DTourist

during their travels.”

Maggie Giddens, Director, Public Relations, DoubleTree by Hilton.

Hilton Highlights

• Program generated 403+ media impressions (earned + press release)

• 7M+ views of video content on the DTour site

• 125K+ site visits

• 1.5K+ content submissions to the DTour site

DTour Campaign Award wins!

• 2014 PRSA Silver Anvil, Marketing Consumer Services – Travel and Tourism/Hospitality

• 2014 PRSA Bronze Anvil, Creative Tactics, Consumer Services

• 2014 PR News Social Media Icon Awards, YouTube Marketing Campaign

• 2014 PRSA-NCC Thoth Award, Social Media

• 2014 PRSA Dallas Pegasus Award, Marketing Communications, Consumer Services

• 2014 PRSA Dallas Pegasus Award, Social Media

Room Auction Travel Ambassador ProgrammeWhat we can offer:

• A hotel stay with breakfast for a minimum of one night

• £50 expenses per day

• Flights or train (if necessary) to your destination

• promotion of your posts via RoomAuction social media

• and maybe additional services from the hotel such as dinner and/or spa treatments (depends on the partnership)

• Links to your blog from your posts on RoomAuction

Room Auction Travel Ambassador Programme

What we expect in return:• a hotel review for each hotel stayed in to be posted on RoomAuction.com

• a destination review to be posted on RoomAuction.com

• social media posts during and after your visit

• at least one post on your site about an aspect of your trip with a link back to RoomAuction (perhaps specifically to book the hotel you stayed in)

The DON’T’s

• Work with any blogger• Just follow the numbers• Ignore the part time bloggers• Work together once then stop• Not read all their content • Expect everything for free• Be too prescriptive• Trick them with competitions

The DO’s

• Do your research• Pick your bloggers to match your brand • Share their content• Be clear about expectations• Give them time to rest • Ask for evidence of previous campaigns• Pay professionals• Build a long term partnership• Develop new ways to work together

Hotel & Reader feedback "HOLY COW! I’ve never had such a fantastic response to a social media post as we have from your most recent offering! Your tweet has been re-tweeted like crazy, exposing us to thousands of additional followers. Thank you so much!"

One of the Double Tree hotels Megan stayed in. (mappingmegan.com)

‘We enjoyed the flurry of activity on our social media pages’

hotel MJ stayed in (chicagonista.com)

‘Having read your blog last year when I first looked into visiting Dubai, I decided to take your advice and stay in Ras Al Khaimah. Looking forward to

our stay there next week!’

‘Hey You’ve really made me think about staying in RAK instead of Dubai now that i know you can do a day trip to Dubai’

Two readers of She Gets Around

Thanks

The Art of Successful Blogger Relations

@Blogger_Lounge

What Is And Isn’t Working With Current Brand/Blogger Collaborations?

Sarah Moody

@sairey_bearey

@Bloggeration_

“The way the

blogging

industry is in the

UK right now is

what it was like

in the US five

years ago” –

Joy Cho

Why Do People Start Lifestyle/Fashion/Beauty Blogs?

*Join a community * Have your own space on the internet *Improve

your chances of working in the industry * Share your passion * Enjoy

some benefits * Get noticed * Have a hobby or possibly earn money

Hi Sarah,

I hope you're having a great week so far! I’m ------ from ------- , a

platform that helps --------------. I was reading your blog and wanted

to let you know about a city nightlife spending study we've put

together that you might find interesting. We've surveyed the

nightlife spending habits of event goers in 5 different cities,

because some of our biggest users are nightlife and entertainment

promoters.

Now, I'm asking some favorite bloggers to check out our survey

results and see how their nightlife spending habits compare. Which

city does your wallet belong in based on where you spend your

money on a night out? Share your preferred nightlife experience

on The Prosecco Diaries. We'll be checking out every post and

sharing some of our favorites on Twitter.

If you're interested, I'll send over our nightlife breakdown and

some great graphics. Hope to hear from you soon!

Hey Sarah,

My name is ---------, and I’m the PR director for an

event we are organizing in Barcelona, it’s a new

concept of music and yoga that will take place in

a 5* hotel and it will last for 3 days with the

assistance of well-known dj’s.

Do you think you can work this event into a story?

I believe ------- fits perfectly with your target, and it could be a great value content, the event counts

with several partners like Jaguar or Ice Watch. I like

the way you write and would love to hear your

take on what we are up to! Looking forward to

hear from you!

Dear lovely bloggers,

We're writing to tell you about our blogger challenge, and we hope you get involved and enter!! For our Christmas challenge, we want you to do what you do best - write a blog post!

We want you to take a look at our website and tell us who you'd buy what for and what would be the perfect presents for your nearest and dearest. All you've got to do to enter is choose 5 items from our online shop and tell us why they would be perfect presents. And the prize? Well, our favourite post will win their items, all wrapped, gift tagged and ready to give, making your Christmas truly hassle free. And to sweeten the deal, we'll give you a piece of your choosing too!

There's nothing better than giving a gift that is truly perfect for someone, and we really think our pieces will do that. So, what are you waiting for? Write up your post, let us know by tweeting --------

We can't wait to see what you come up with, we're looking for funny stories, thoughtful ideas and a good, fun Christmassy read!

What

Works

Well?

Bloggers Are Storytellers

In marketing terms thing about:

* Added value from a blog post

* Additional social media exposure* Word of mouth recommendations

How much is this worth to you as a brand and as a business?

Where should your budget go?

How will you manage outreach?

Better communication

Better connections with

bloggers

Better working relationships

[email protected]

www.theproseccodiaries.com

QUESTIONS?

The Art of Successful Blogger Relations

@Blogger_Lounge