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Blogger Outreach and Online PR

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Presentation on blogger outreach and online PR to the Edinburgh Online Marketing Meetup group - a group of professional marketers, public relations pro's and SEO pro's.
31
Edinburgh Social Media Meetup 20 June 2013 Online PR and Blogger Outreach Hugh Anderson & David Cumings
Transcript
Page 1: Blogger Outreach and Online PR

Edinburgh Social Media Meetup 20 June 2013

Online PR and Blogger Outreach

Hugh Anderson & David Cumings

Page 2: Blogger Outreach and Online PR

• Established in late 2010

• A technology company, but not run by techies

• Scottish Enterprise backed + one round of seed investment

• Simple, online marketing analytics products

• Scalability to reach a global audience easily and cheaply

• Mantra: “Disrupt from below with simplicity”

Page 3: Blogger Outreach and Online PR

• Measuring online PR (digital outreach), discovering online target audiences and managing the process

• NOT social media monitoring

• Focussed on bloggers and blogger outreach

• Solving known pains : inability to measure/demonstrate value + high cost or high manual intervention

• Simple, user-friendly, compelling and affordable

• Full public beta launched in February 2013

Page 4: Blogger Outreach and Online PR

CONTEXT:

The changing world ofconsumer consumption

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Page 6: Blogger Outreach and Online PR

Audience Participation 1

• How many people in the room write a blog?

• How many people in the room read blogs?

• How many marketers are in the room?

• Any experiences of digital/blogger outreach in the room? Examples? Successes? Pains?

Page 7: Blogger Outreach and Online PR

Why blogs matter: stats

• 78% of internet users conduct product research online.

• Greater than 70% of consumers state that blogs affected their purchasing decisions.

• Trust in online customer opinions of 70%, vastly outstrips traditional media.

• The average budget spent on company blogs & social media has nearly tripled in three years.

• There are more than 180 million blogs globally

Sources: Hubspot, Econsultancy, eMarketer, Nielsen

Page 8: Blogger Outreach and Online PR

Why blogs matter

• Earned media = Trust

• Consumer point of research

• Engine that drives ideas on the Internet

• The realm of experts

• Panda/Penguin updates

Page 9: Blogger Outreach and Online PR

Benefits of blogger outreach

• Precise: rifle-shot target audience

• Create loyal communities & brand advocates

• SEO performance

• Measurable: campaign & business

Page 10: Blogger Outreach and Online PR
Page 11: Blogger Outreach and Online PR

Important points

• It's about developing relationships

• You need to be creating compelling content

• It's a two way process

• You have to have a lead capture strategy

• It requires an investment of time & energy

Page 12: Blogger Outreach and Online PR

Process 1: Objectives• Know your business objectives (how much

money do you want in the bank by what date)

• e.g. generate £4K of sales for ‘Our Debut Album’ by the end of July 2013.

• How many physical conversions does this translate into (total money needed / unit cost price = conversions required)

• e.g. get 571 people to download ‘Our Debut Album’ by the end of July 2013.

Page 13: Blogger Outreach and Online PR

Customers

• Know your target customers

• Who are the people who are going to deliver the business objectives by actually spending their cash?

• Where do these people ‘hang out’ on the Internet?

• Have some sort of a clue about why this audience is going to care about your offer

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Find the influencers

• Find the influential bloggers that your customers follow

• Estimate the visibility they might achieve for you

• Big does not equal best; find the “magic middle”

• Assess engagement and other factors

Page 15: Blogger Outreach and Online PR
Page 16: Blogger Outreach and Online PR

Audience Participation 2

• Examples of outreach campaigns? Or business development opportunities where bloggers could be marketed to?

• Where does the target audience ‘hang out’?

• What do the target audience read about?

Page 17: Blogger Outreach and Online PR
Page 18: Blogger Outreach and Online PR

Reaching out• Be sane and be normal

• Follow on Twitter

• Read their blog

• Retweet occasionally

• Get to understand them

• Comment sensibly once in a while

• Behave like a friend

• Keep a record of your level of interaction with them

Page 19: Blogger Outreach and Online PR
Page 20: Blogger Outreach and Online PR

The content offer• Devise and create a compelling content

offering that will appeal in the strongest terms to your audience (customers and influencers)

• Teach, don’t sell

• Educate, entertain, and be relevant

• Think about the expertise you have and how it will help your target audience.

• Prepare a content strategy that includes anticipation

• No spammy emails or press releases!

Page 21: Blogger Outreach and Online PR

Types of content• Videos

• Infographics

• Ebooks

• Interviews

• Surveys

• Event invitations

• Samples

• Etc.But, make it really genuinely useful. And make it compelling.

Page 22: Blogger Outreach and Online PR

But, to re-emphasise, success is based on developing relationships and putting effort

into making really useful content

Neither of these is too hard to achieve

Page 23: Blogger Outreach and Online PR

Measurement• Weekly meeting (not sit down!)

• Visibility achieved?

• Engagement achieved with the offer?

• Conversions to leads?

• Are the numbers going up?

• Discuss ideas to increase conversion

• Assign actions to improve now before next week

Page 24: Blogger Outreach and Online PR

Example

• ‘The Best Practice Guide for Effective Blogger Outreach’ eBook

• Released July 2012

• 12 main influencers

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Audience Participation 3

• Experiences of measurement?

• Anything beyond mentions (google alerts)?

• What other metrics?

• What other tools?

• What client experiences/expectations?

Page 30: Blogger Outreach and Online PR

In Conclusion

• Embrace digital outreach - it’s here to stay;

• Think strategic goals, not tactical gains;

• Compelling content/story is key;

• Be human - it’s about relationships;

• Demonstrate value.


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