Why blogger outreach is different (and the same) as consumer and media outreach... and how you can learn to spot trends and influence communities through bloggers.
1. The Reality Check Guide To Blogger Outreach
Heidi Sullivan @hksully
Vice President, Global Media Research
2. Why Bloggers?
3. The Conversation Shift
Traditional Media Model
Social Media Model
4. If the news is that important, it will find me.
college student quoted in New York Times, March 2008
Bloggers and voices on social sites vie for influence directly with
Facebook now drives more traffic to PerezHilton and the Huffington
Post than Google does.
WebProNews, May 2009
5. Case Study
Goal increase beta users by 100K
Method Targeted Blogger Outreach
6. Case Study
I saw your post a couple weeks ago, Think Before You Voicemail, so
I know how you feel about voicemail, and I agree with you on all
points. I try to avoid leaving people voicemails, at work and in my
personal life, and would much rather send and receive emails or
texts. But, as you mentioned, sometimes you need to use voicemail
to convey tone or emotion, or because youre on the road and need to
relay more information than you can type while driving or otherwise
7. Case Study
I work for a PR agency and have a client that just launched a new
service today. I thought of you because this service has the
potential to make the celeb dating scene a lot more interesting, if
thats even possible! It even has a cool name slydial!
If LC could leave Heidi a voicemail without the possibility of
Heidi picking up the phone, what do you think she would say? What
about Mario Lopez? He got caught cheating on his long-time
8. Case Study
Resulted in 381 Blog Posts in 1 Month (including TechCrunch and
ROI:By hitting online consumers from all angles, the program helped
boost slydials 5,000 private alpha users to more than 200,000 beta
users in less than two weeks.
9. The Niche Nature of Blogging
10. Ive got blogs whose target audience is 100 people the right
Author of The Long Tail and Free
11. Using social data for long-range predictive analytics
Acceleration of conversations on blogs often precedes both the
manifestation of a trend and its news coverage
By identifying new opportunities for investors, bloggers helped
bring green tech investing out of its 2009 slump
Green technology investment, blog discussion and news
Sources: Cision Media Research, Treehugger.com & Cleantech
Solar-powered coffee maker
12. Why are blogs ahead of the curve?
Many blogs are focused on niche topics which news outlets tend to
cover more sporadically and reactively
Blogs are where industry tastemakers lay out their thoughts and
predictions, which get re-circulated on Twitter and Facebook
Influential blogs are updated constantly
Photo courtesy Alan Levine via Flickr
13. The devil is in the details
About one quarter of bloggers tracked in Cisions media database
cover one of 26 first tier general topics. The rest cover more
Source: Cision Media Research
14. The Who, Why & How
15. Blogger Outreach The Four Rs:
Tailor to how we cover beauty. Demonstrate that you get our
Lesa Hannah, Beauty Director for FASHION
Look at writing style, voice and tone
Research past coverage (bylines, reports, posts)
Know what they DONT cover
Be aware what theyre looking for
Update your lists
Compliments never hurt!
Follow them on Twitter/social networks
Comment on blog posts
It takes time, nurtureand maintain them
Better to send out fewer, personalized messages
Never send a pitch without some introduction
Make it clear, keep it brief
Only send material you know theyll read
Know their preferred method of contact
Dont leave long voicemails or follow up via phone
If you havent heard back, dont panic
Know when to step back and when to push
When in doubt, include an opt-out
Keep your word!
20. Do Bloggers Really Influence Opinions?
21. of any population
will be active content creators
will be participants
will simply "consume"
that content online
22. Anyone Can Be an Influencer
It used to be that in order to have a powerfulvoice in the
Momosphere, you had to do what I did: writefour books, appear
ondozens of national morning shows, speak at parenting groups and
Now thanks to social media, moms have been able to - from the
basement in their house in Iowa, to the deck in their backyard in
San Diego - build an audience not by going to traditional media or
writing a book, but gather audience based on the power of their
voice, the clarity of what their expressing and the resonance it
has with their audience.
Stacey [email protected]
23. Do bloggers truly influence the masses?
Duncan Watts: Trends are Unpredictable
A rare bunch of cool people just dont have that power. And when you
test the way marketers say the world works, it falls apart.
GladwellsLaw of the Few
The success of any kind of social epidemic is heavily dependent on
the involvement of people with a particular and rare set of social
24. Who is right: Watts or Gladwell?
Both. Trends still begin with a small few and are spread by those
Bloggers can change over time and anyone can become an
However, a general rule of thumb is that bloggers and influencers
tend to talk to each other.
Immersing yourself in that community will help you spot trends as
25. Remember the 10%
Regardless of whether or not bloggers truly influence, only 1 out
of 10 people is truly sharing and creating content online.
Spreading the word makes them influential.
Know your community.
Read, read, read!
Identify whats new.
26. Connect with me!
Vice President, Global Media Research
Email: [email protected]