Relationships between bloggers and brands are at an interesting crossroads. The FCC has exacting rules of engagement, but is everyone playing by the rules? How long before brands get bored with blogs and move on to the next shiny new thing? What’s the best approach to move bloggers and brands from a one-time transaction in the express lane into a full-blown business relationship? Jessica George and Kevin Dugan from Empower MediaMarketing presented this at Savvy Blogging Summit 2011. It covers commonly-held misconceptions and the steps to take to build better relationships with brands.

1. Paper or Plastic?
Bag the Blogger/Brand Stereotypes & Get Serious
@empowermm

2. Paper or Plastic?
The Stereotypes Questions? Ask!
The Reality Tweeting?
9 Brand-Savvy Tips • #sbsummit
• @empowermm
Tips to Target Brands • @prblog
Action Items
Q&A Fun
@empowermm

3. 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

4. The Good, The Bad, The Drama
The Stereotypes
@empowermm

5. The Stereotypes
Bloggers =
Brands =
@empowermm

6. The Stereotypes
Bloggers Are: Brands Are: #sbsummit Reality
Unprofessional and Unaware that my blog is not Discuss timing upfront;
miss deadlines my life communicate throughout
Not creative Not willing to consider our You don’t know unless you
ideas ask – it’s all in how you ask
Going to read my long Going to read my blog, Get to the point, make it
pitch media kit, about me page easy to work with you
Giving me posts for Paying me if I write a post What’s the value for ALL:
free stuff about them reader, brand, blogger.
@empowermm

7. The Stereotypes
Bloggers 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 Needing me more than I It’s about mutually
need them need them beneficial relationships
Always online Hovering over keyboard, Set up expectations
waiting to respond
@empowermm

8. The Stereotypes: Bad Pitches
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9. 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

10. The Stereotypes: Inspirational Quote
“Brands puke their stuff on us
and then expect us to clean it up.”
-- Andrea Deckard,
Savings Lifestyle Blog
@empowermm

11. @empowermm

12. Confusion Can Be Navigated
The Reality
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13. Reality: Industry Confusion
Confusion comes from various issues
and trends
• “Citizen Journalists”
• FTC disclosure
• Paid vs. Owned vs. Earned Media
• Understanding Influence
and How to Measure It
• Mommy Bloggers
• “Extreme Couponing”
@empowermm

14. Reality: Industry Confusion
Approach Causes Confusion
• Poor list development
• Campaign approach
• Transaction vs.
relationship
• Media relations
mindset
• See social media as
broadcast vs. engagement
@empowermm

15. Reality: One Size (Never) Fits All
Media Blogger
Career Passion
Editorial and ads are You’re editor and ad team
separate
Deadline-driven Blogging competes w/ life
– establish expectations
Short news cycle Longer news cycle
@empowermm

16. 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

17. 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

18. 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

19. Let’s Make It Better
9 Brand-Savvy Tips
@empowermm

20. 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

21. 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

22. @empowermm

23. 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

24. 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

25. Branded
Positioning
Audience Profile
Unique Visitors
Types of P/O/E Media
Opportunities
Page Views
Screen Grab(s)
Engagement
Metrics
Specs
Cost Structure
Contact Info
@empowermm

26. Brand-Savvy Tips
9) Show Your Impact: Use research (WOMMA.org,
Nielsen.com, eMarketer) client endorsements
and track results
@empowermm

27. Seek & Ye Shall Find
3 Tips to Target Brands
@empowermm

28. 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

29. Download Our Tip Sheets
Action Items
@empowermm

30. 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/sbsummit
Ask Us Questions
• This is the last slide; it’s time for Q&A Fun!
@empowermm

31. 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

32. Paper or Plastic?
Bag the Blogger/Brand Stereotypes & Get Serious
@empowermm