Date post: | 07-Nov-2014 |
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Technology |
Upload: | empower-mediamarketing |
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@empowermm
Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic?
@empowermm
Paper or Plastic?
The Stereotypes
The Reality
9 Brand-Savvy Tips
Tips to Target Brands
Action Items
Q&A Fun
Questions? Ask!
Tweeting?
• #sbsummit
• @empowermm
• @prblog
@empowermm
Paper or Plastic -- in a Tweet
Get past stereotypes to create long-term relationships that benefit blogger, readers, brand, agency – the whole community #sbsummit
@empowermm
The Good, The Bad, The Drama
The Stereotypes
@empowermm
Bloggers =
Brands =
The Stereotypes
@empowermm
The Stereotypes
Bloggers Are: Brands Are: #sbsummit Reality
Unprofessional and miss deadlines
Unaware that my blog is not my life
Discuss timing upfront; communicate throughout
Not creative Not willing to consider our ideas
You don’t know unless you ask – it’s all in how you ask
Going to read my long pitch
Going to read my blog, media kit, about me page
Get to the point, make it easy to work with you
Giving me posts for free stuff
Paying me if I write a post about them
What’s the value for ALL: reader, brand, blogger.
@empowermm
The StereotypesBloggers Are: Brands Are: #sbsummit Reality
Female bloggers = Moms All the same Relevancy is critical for all
In it for the bling Working with unlimited $ Predetermined budgets
All the same Clueless Industry understanding varies; don’t get offended
Needing me more than I need them
Needing me more than I need them
It’s about mutuallybeneficial relationships
Always online Hovering over keyboard, waiting to respond
Set up expectations
@empowermm
The Stereotypes: Bad Pitches
@empowermm
The Stereotypes: Bad Pitches
PORN (ew) The Fleshdrive Brings Movies in the Palm of Your Hand
GIRLFRIEND? 5 Best Places to Find the Guy of Your Dreams
DEAD ISSUE Who Died Today? New Website Makes Sure You’re Always in the Know
DATA & PORN (huh?) Debbie Does Data (hurricane meets disaster recovery service)
@empowermm
The Stereotypes: Inspirational Quote
“Brands puke their stuff on usand then expect us to clean it up.”
-- Andrea Deckard,
Savings Lifestyle Blog
@empowermm
@empowermm
Confusion Can Be Navigated
The Reality
@empowermm
Reality: Industry Confusion
Confusion comes from various issuesand trends
• “Citizen Journalists”
• FTC disclosure
• Paid vs. Owned vs. Earned Media
• Understanding Influenceand How to Measure It
• Mommy Bloggers
• “Extreme Couponing”
@empowermm
Reality: Industry Confusion
Approach Causes Confusion
• Poor list development
• Campaign approach
• Transaction vs. relationship
• Media relationsmindset
• See social media asbroadcast vs. engagement
@empowermm
Reality: One Size (Never) Fits All
Media Blogger
Career Passion
Editorial and ads are separate
You’re editor and ad team
Deadline-driven Blogging competes w/ life – establish expectations
Short news cycle Longer news cycle
@empowermm
Reality: Our Approach
Follows community relations vs. media relations model
Focuses on long-term relationships
Outreach success rate average is over 50 percent
Successful outreach for several brands
• Chiquita, Febreze FLOE, Long John Silvers, Marzetti, Mederma, Meijer, Michaels, Rust-oleum, Shaw Flooring, totes>>isotoner
@empowermm
Reality: Shout Out
We’ve worked with Savvy Blogging Summit attendees
• Hoosier Homemade for Michaels
• Clueless Mama for Chiquita
• Coupon Challenge for Chiquita
• Savings Lifestyle for Meijer
@empowermm
Reality: Our Approach
Lists created with tools, time and talent
• Five-stage, 26-step process; bulk of which is human vs. automagic
• Focused on the audience: you/your readers
• Identifies bloggers with mix of
• Relevancy: on-topic, sentiment
• Reach: socially active, level of following
• Content: relevancy, frequency
• Engagement: number of comments, links
@empowermm
Let’s Make It Better
9 Brand-Savvy Tips
@empowermm
Brand-Savvy Tips
1) Think Ecosystem: Brand, Blogger, Readers, Agency; Online and Offline
2) Consider All Media: Paid, Owned and Earned; Where do you fit in?
3) Talk Business: Adopt terms like target audience, outreach goals, client list, media kit
@empowermm
Brand-Savvy Tips
4) Show How You’re Different: How do you position your blog; how do you differentiate from others?
5) Get Analytical: Consider relevance, reach, frequency, audience, engagement; identify your strengths
6) Show You’re a Pro: Show understanding of FTC/WOMMA ethics; create a professional profile on sites like LinkedIn or About.Me
@empowermm
@empowermm
Brand-Savvy Tips
7) Focus on Search: Is your search impact stronger than your reach; is it your biggest opportunity?
• Research Keywords
• Optimize Copy/Headlines/Images
• Content is STILL King
• Know the Code (meta tags, page titles, sitemaps)
• Share: All syndication is good, but +1 impacts search ranking
• Track Search Impact for Clients
@empowermm
Brand-Savvy Tips
8) Simplify Media Kit: “Media Kits Suck” But Yours Doesn’t Have To
• Create a One-Sheeter
• It Initiates Conversation
• Keep in Mind Sales Cycle (Tapas vs. Buffet)
• Five is the New Ten
• Editorial Calendar Is Follow Up
@empowermm
Branded
Positioning
Audience Profile
Unique Visitors
Types of P/O/E MediaOpportunities
Page Views
Screen Grab(s)
EngagementMetrics
Specs
Cost Structure
Contact Info
@empowermm
Brand-Savvy Tips
9) Show Your Impact: Use research (WOMMA.org, Nielsen.com, eMarketer) client endorsements and track results
@empowermm
Seek & Ye Shall Find
3 Tips to Target Brands
@empowermm
Tips to Target Brands
1) Build Your List: Who are YOUR dream brands?
2) Qualify List:
• Is there target audience alignment?
• Do they currently outreach?
3) Build a Plan:
• Which agency’s doing outreach?
• Customize your approach
• Show positioning & differentiation
• Consider targeting brands with paid media
@empowermm
Download Our Tip Sheets
Action Items
@empowermm
Action Items
Download Our Savvy Blogging Summit Kit
• Conduct a Search Audit
• Review/Create Media Kit
• Consider All of Our Brand-Savvy & Brand-Targeting Tips
bit.ly/sbsummitAsk Us Questions
• This is the last slide; it’s time for Q&A Fun!
@empowermm
Paper or Plastic -- in a Tweet
Get past stereotypes to create long-term relationships that benefit blogger, readers, brand, agency – the whole community #sbsummit
@empowermm
Bag the Blogger/Brand Stereotypes & Get Serious
Paper or Plastic?