Some thoughts on professional blogger relations of a global agency that does blogger relations every day

1. FUTURE OF BLOGGER RELATIONS
How a Global Communications Firm Deals with It
11.12.2015

2. DIG DEEPER, IMAGINE MORE.
LEADERSHIP TEAM
CLIENTS U.A.
Germany
COHN & WOLFE

3. HEALTHCARE, CONSUMER
MARKETING, CORPORATE
COMMUNICATIONS, TECHNOLOGY
COHN & WOLFE
Global

4. COHN & WOLFE
Creativity

5. • Strategy for digital and social media since 2004
• One of Germany‘s top 5 PR strategists
• Clients e.g. Daimler, Nestlé, Novartis, Pfizer, Lufthansa,
Mars, Unilever, Microsoft, Puma, eBay
• Author and international speaker about the future of
communications
• Senior advisor to many executives on digital transformation
• Crises manager
• Father, rider, blogger
• Social brand: @luebue
WOLFGANG LÜNENBÜRGER-REIDENBACH
Managing Director Germany

6. WHY BLOGGER RELATIONS MATTERS

7. BIG
IDEA
COMPELLING
ORIGINAL
CONTENT
INFLUENCER
ENGAGEMENT
PAID
SOCIAL
MEDIA
RELATIONS

8. Online conversation
analysis
Audience touchpoint
mapping
Digital influencer
mapping
Measurement,
optimization and ROI
Uncover digital
intelligence to
build better brands.
INSIGHTS
Social business and
organizational design
Policies, playbooks
and processes
Digital education
and skill building
Create social
media foundation
to drive strategy.
INFRASTRUCTURE
Digital influencer
relations
Online community
management
Issues and crisis
management
Paid media targeting
and amplification
Extend brand
reach and
reputation.
INFLUENCE
Content marketing
Social media
community
management
Mobile strategies
Crowdsourcing
Social newsrooms
Build experiences
and breakthrough
digital programs.
EXPERIENCES

9. Online conversation
analysis
Audience touchpoint
mapping
Digital influencer
mapping
Measurement,
optimization and ROI
Uncover digital
intelligence to
build better brands.
INSIGHTS
Social business and
organizational design
Policies, playbooks
and processes
Digital education
and skill building
Create social
media foundation
to drive strategy.
INFRASTRUCTURE
Digital influencer
relations
Online community
management
Issues and crisis
management
Paid media targeting
and amplification
Extend brand
reach and
reputation.
INFLUENCE
Content marketing
Social media
community
management
Mobile strategies
Crowdsourcing
Social newsrooms
Build experiences
and breakthrough
digital programs.
EXPERIENCES

10. BLOGGER RELATIONS AND PR

11. A NEW ARENA
NATIVE ADVERTISING EDITORIAL

12. A NEW ARENA
NATIVE ADVERTISING EDITORIALPAID EDITORIAL

13. A NEW ARENA
NATIVE ADVERTISING EDITORIALPAID EDITORIAL
You pay.
You decide. They pay.
They decide.

14. A NEW ARENA
NATIVE ADVERTISING EDITORIALPAID EDITORIAL
You pay.
You decide. You pay.
They decide. They pay.
They decide.

15. There‘s no
such thing as
a free lunch

16. SETTING UP BLOGGER RELATIONS

17. brand awareness brand reputation familiarization
feedback advocacy drive campaign
SETTING GOALS

18. PASSIVE ACTIVE
HIGH VALUE ACTIONSHIGH VOLUME ACTIONS
REACH,IMPRESSIONS
SALES,PARTICIPATION
APPLAUSE
RESEARCH, TESTING, AND MEASUREMENT
SHARE
SIMPLE
ENGAGEMENT
DEEP
ENGAGEMENT
ACTION
Passive
acknowledgement,
Direct response
Sharing,
Word of Mouth Commenting,
“Yes-and”-building
Independent
Creation,
Decision-making
Real-world activity,
Behavior change
MEASURING SUCCESS

19. REACH
Determined by
analysing the number
people the content is
seen by.
RELEVANCE
Determined by
assessing the
connections to our
brand, message or
mission, along with
their credibility with key
audience.
RECEPTIVITY
Uncovers the past receptivity to outreach, and tone of
previous coverage (or our brand or competitors).
Tier 3 Tier 3
Tier 3
Tier 2Tier 2
Tier 2
Tier 1
DEFINING INFLUENCE

20. MOVE INFLUENCERS UP
Attendance of influencer events and meet-ups
Views of new social and website content
Retweets, likes and repeat website visits
Replies, comments & shares
Regular, proactive posts of campaign content
Writing or hosting guest blog posts
Number of potential advocates
BarriertoEntry
Once identified, digital
influencers can be
activated in a variety of
ways, depending on their
existing relationship with
the campaign, issue and
brand.

21. SCORECARD
scorecard not to be online

22. EXAMPLES

23. some slides to follow but not to be online

24. WHAT’S NEXT*?
* agency POV

25. 1. Blogger Relations will become a commodity

26. 2. We will grow weary of the new kind of young SEO-bloggers

27. 3. The most interesting bloggers for PR will be the diary/journal bloggers

28. 4. The really cool and controversial bloggers will stay off limits

29. 5. Really interesting are bloggers that activate through other channels

30. 6. Our clients will divide into blog-lovers and blog-haters

31. 7. Socio-demographics beat topics

32. 8. Paid editorial will be the dominant way to deal with bloggers

33. 9. Creative campaigns will be more important than relation building

34. REMEMBER?

35. There‘s no
such thing as
a free lunch

36. WHAT ELSE?

37. Copyright © 2015 Cohn & Wolfe Public Relations GmbH & Co KG.
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This document/presentation contains confidential and proprietary information, ideas and
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38. QUESTIONS

39. Just reach out @luebue
Wolfgang Lünenbürger-Reidenbach
Managing Director Germany
wolfgang.luenenbuerger@cohnwolfe.com
+49 40 808016 110