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8/8/2019 How to Build Blogger Relationships
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www.resource-media.org
Rafi Ben Aharon
Bloggers & Nonpro ts: SymbioticRelationshipsWith Special Guest, David Roberts of Grist.org
December 14, 2011
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About Resource Media
- Communications Strategy
- Execution + Outreach
- Digital + Social Media
- Environmental + Health Policy Focus
Health Focus
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www.resource-media.org
What We’ll Cover Today
1. Blogger trends2. Building blogger relationships
3. Starting the conversation4. Case studies
5. How bloggers view non-profits
6. Special guest: David Roberts of Grist.org
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Blogger Trends
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Why Engage Bloggers?
- Alternate vehicle for reaching your audiences
- Another channel for engaging your
supporters- Crisis management tool
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Blogger Trends
- Still popular despite social media growth- Blogosphere is diversifying- Focus on political and environmental
issues- Bloggers are intrinsically motivated
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Who are Bloggers Today?
Demographics:- 2/3 male- 65% ages 18-44
- 33% US-based- 48% are parents (rise in mommy
bloggers)- 50% employed FT- 1/3 have a foundation in traditional
media
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Blogging Landscape
- Diminished resources for mainstreammedia
- Online publishing filling the gap
- More appetite for opinionatedcommentary
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Blogger Trends in Social Media
Bloggers use social media to:- Promote blog content- Share interesting links with larger
community- Get updates on trends, buzz in area of
blog focus
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What Motivates Bloggers?
Motivators:- Personal satisfaction (value)- Number of unique visitors gained
(awareness)- Number of posts / comments on posts
(engagement)
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Building Blogger Relations
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Who’s Your Friend?
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Who Should I Reach Out To?
Look at:- Who’s blogging on this already- Who has a community/following
- Various authority levels
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Getting to Know You
- Leave meaningful comments andre-tweet
- Email or tweet ideas for future posts
- Offer resources and assistance
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Increase Their Pro le
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Starting the Conversation
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Review Your Checklist
- Does your blogger outreach fit into alarger communications strategy?
- Do you know who you want to reach
and why?- Do you know how to best reach them?- Is your issue something they’d be
interested in?
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Review Your Checklist
- Does your blogger outreach fit into alarger communications strategy?
- Do you know who you want to reach
and why?- Do you know how to best reach them?- Is your issue something they’d be
interested in?
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Make Your Pitch
- Be brief - Make it easy for them- No press releases
- Have a simple, high impact call to action- Get to know them
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Know Alternate Routes
- Twitter - Facebook- Other blogs
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Case Studies:Symbiotic Relationships inthe Blogosphere
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Coordinating Blogger Support andResources
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Targeting Policy Makers on Energy Ef ciency
- Research: Find blogs most influentialwith policy makers
- Social media release and blog pitch
- Blog content informs in the face of anews blackout
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www.resource-media.org
Building Buzz at the Local Level
- Built blog and Twitter buzz in advance of report release
- Used relevant keywords
- Used geographic-specific findings- Social media extends life span of media
story
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Common Threads
- Develop an outreach plan- Start with a good reputation/passionate
cause
- Diversify your media outreach efforts- Know bloggers well- Make it easy for bloggers and tweeters- Track results- Provide regular updates
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How Bloggers ViewNonpro ts
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“We are not yourfoot soldiers.”
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Know Who You’re Talking To
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Consider Both Sides
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What’s Your Brand?
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What Have You Done Lately?
- Clarify your mission succinctly- Update on real progress- Talk about specific programs and
successes- It takes a village
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Takeaways
- Blogs can micro-target an audience that cares- Cultivate relationships before you need them- Know bloggers well and how they perceive you- Attribute and share blog content- Keep in mind “what’s in it for them”- Become a valuable resource
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Special Guest:Dave Roberts of Grist@drgrist
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Moderators
Brendan [email protected]
Sian [email protected]@sian_i_am, @ThatsSoEco
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di g
Thank you.
www.resource-media.org@twittername
#R h ht g