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The Reality Check Guide To Blogger Outreach,[object Object],Heidi Sullivan @hksully,[object Object],Vice President, Global Media Research,[object Object],Cision,[object Object]
Why Bloggers?,[object Object]
The Conversation Shift,[object Object],The Public,[object Object],The Media,[object Object],Traditional Media Model,[object Object],PR/Marketing,[object Object],  Us,[object Object],Social Media Model,[object Object]
If the news is that important, it will find me.,[object Object],college student quoted in New York Times, March 2008,[object Object],Bloggers and voices on social sites vie for influence directly with  traditional media.,[object Object],Facebook now drives more traffic to PerezHilton and the Huffington Post than Google does. ,[object Object],WebProNews, May 2009,[object Object]
Case Study,[object Object],&,[object Object],Goal – increase beta users by 100K,[object Object],Method – Targeted Blogger Outreach,[object Object]
Case Study,[object Object],&,[object Object],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 you’re on the road and need to relay more information than you can type while driving or otherwise multi-tasking…,[object Object],- Pitch to,[object Object]
Case Study,[object Object],&,[object Object],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 that’s even possible! It even has a cool name – slydial! ,[object Object],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 girlfriend….,[object Object],- Pitch to,[object Object]
Case Study,[object Object],&,[object Object],Resulted in 381 Blog Posts in 1 Month  (including TechCrunch and Perez Hilton),[object Object],ROI: “By hitting online consumers from all angles, the program helped boost slydial’s 5,000 private alpha users to more than 200,000 beta users in less than two weeks.”,[object Object]
The Niche Nature of Blogging,[object Object]
I’ve got blogs whose target audience is 100 people – the right 100 people.,[object Object],Chris Anderson,[object Object], Author of The Long Tail and Free,[object Object]
Using social data for long-range predictive analytics,[object Object],Acceleration of conversations on blogs often precedes both the manifestation of a trend and its news coverage,[object Object],By identifying new opportunities for investors, bloggers helped bring green tech investing out of its 2009 slump,[object Object],“Green technology” investment, blog discussion and news coverage,[object Object],Sources: Cision Media Research, Treehugger.com & Cleantech Group,[object Object],Solar-powered coffee maker,[object Object]
Why are blogs ahead of the curve?,[object Object],Many blogs are focused on niche topics which news outlets tend to cover more sporadically and reactively,[object Object],Blogs are where industry tastemakers lay out their thoughts and predictions, which get re-circulated on Twitter and Facebook,[object Object],Influential blogs are updated constantly ,[object Object],Photo courtesy Alan Levine via Flickr,[object Object]
The devil is in the details,[object Object],About one quarter of bloggers tracked in Cision’s media database cover one of 26 “first tier” general topics. The rest cover more specific topics. ,[object Object],Source: Cision Media Research,[object Object]
The Who, Why & How,[object Object]
Blogger Outreach The Four “R”s:,[object Object],“Tailor to how we cover beauty. Demonstrate that you get our approach.”,[object Object],Research,[object Object],Relationships,[object Object],Relevance ,[object Object],Respect,[object Object],– Lesa Hannah, Beauty Director for FASHION,[object Object]
Research,[object Object],Look at writing style, voice and tone,[object Object],Research past coverage (bylines, reports, posts),[object Object],Know what they DON’T cover,[object Object],Be aware what they’re looking for,[object Object],Update your lists,[object Object]
Relationships,[object Object],Compliments never hurt!,[object Object],Follow them on Twitter/social networks,[object Object],Comment on blog posts,[object Object],Connect IRL,[object Object],It takes time, nurtureand maintain them,[object Object]
Relevance,[object Object],Better to send out fewer, personalized messages ,[object Object],Never send a pitch without some introduction ,[object Object],Make it clear, keep it brief,[object Object],Only send material you know they’ll read,[object Object]
Respect,[object Object],Know their preferred method of contact,[object Object],Don’t leave long voicemails or follow up via phone,[object Object],If you haven’t heard back, don’t panic,[object Object],Know when to step back and when to push,[object Object],When in doubt, include an opt-out,[object Object],Keep your word!,[object Object]
Do Bloggers Really Influence Opinions?,[object Object]
of any population ,[object Object],will be active content creators,[object Object],will be participants,[object Object],will simply "consume" ,[object Object],that content online,[object Object],1%,[object Object],9%,[object Object],90%,[object Object],Data from: ,[object Object]
Anyone Can Be an Influencer,[object Object],It used to be that in order to have a powerful voice in the Momosphere, you had to do what I did: write four books, appear on dozens of national morning shows, speak at parenting groups and more… ,[object Object],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.,[object Object],Stacey DeBroff@momcentral,[object Object]
Do bloggers truly influence the masses?,[object Object],Duncan Watts: Trends are Unpredictable,[object Object],“A rare bunch of cool people just don’t have that power. And when you test the way marketers say the world works, it falls apart.”,[object Object],Gladwell’sLaw of the Few,[object Object],“The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.”,[object Object]
Who is right: Watts or Gladwell?,[object Object],Both. Trends still begin with a small few and are spread by those with connections.,[object Object],Bloggers can change over time – and anyone can become an influencer. ,[object Object],However, a general rule of thumb is that bloggers and influencers tend to talk to each other. ,[object Object],Immersing yourself in that community will help you spot trends as they emerge.,[object Object]
Remember the 10%,[object Object],Regardless of whether or not bloggers truly influence, only 1 out of 10 people is truly sharing and creating content online. ,[object Object],    Spreading the word makes them influential.,[object Object],Know your community.,[object Object],Read, read, read!,[object Object],Identify what’s new.,[object Object]
Connect with me!,[object Object],Heidi Sullivan,[object Object],Vice President, Global Media Research ,[object Object],Email: 		heidi.sullivan@cision.com,[object Object],Homepage:	us.cision.com,[object Object],Blog:		blog.cision.com,[object Object],Facebook:	facebook.com/hksully,[object Object],Twitter:		@hksully,[object Object],LinkedIn:	linkedin.com/in/heidisullivan,[object Object]

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Reality Check Guide to Blogger Outreach - Social Fresh Charlotte September 2011

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Hinweis der Redaktion

  1. Jay