Esitys 9.10.

1. How
Not
to
Suck
at
Working
with
Bloggers
9.10.2015

2. Who
am
I?
• Lo0a
Heikkeri
• Background
in
journalism
and
publishing
• MarkeBng
and
CommunicaBons
Manager
at
IAB
Finland,
an
associaBon
of
companies
working
in
digital
adverBsing
and
markeBng
• Blogging
since
2007

3. • Pumpui
since
2011
– Focus
on
CrossFit,
running,
acBve
lifestyle,
eaBng
• “a
thinking
person’s
training
blog”
– Things
I
hold
dear:
thinking
for
yourself,
feminism,
enjoying
life,
being
honest
– Things
I
am
against:
nonsense,
pseudoscience,
quick
fixes
(to
health,
weight
loss…),
sexism

4. Working
with
marketers

5. My
mo0o:
If
you
do
it,
do
it
well
For
example:
bloggers’
reviews
of
the
Garmin
VivoacBve
smartwatch:
Blogger
1:
176
words
(of
which
70
copypasted
from
the
manufacturer’s
website)
Blogger
2:
390
words
(of
which
76
about
how
her
old
watch
sucked)
Me:
820
words,
3
graphs
+
summary

6. Are
you
up
to
date
with
marke;ng?

7. Owned
media
Paid
media
Earned
media

8. Content
MarkeBng
and
NaBve
AdverBsing
• Wikipedia:
“Content
markeBng
is
any
markeBng
that
involves
the
creaBon
and
sharing
of
media
and
publishing
content
in
order
to
acquire
and
retain
customers.”
– In
all
the
pieces
of
the
online
markeBng
trifecta
– NaBve
adverBsing:
Your
content
in
someone’s
medium,
”matches
the
form
and
funcBon
of
the
placorm
on
which
it
appears”

9. Why
work
with
bloggers?

10. Five
good
reasons
for
working
with
bloggers
1:
Blogger
is
a
friend
and
an
influencer
2:
Info
and
experience
from
a
trusted
source
3:
It
fits
well
in
to
a
bigger
markeBng
campaign
4:
There
is
an
angle
for
everything
5:
The
blog
post
has
a
long
tail

11. If
you
only
learn
one
thing
today,
let
it
be
this:
Working
with
a
blogger
is
like
being
in
a
rela;onship

12. RelaBonships
101:
Don’t
be
a
dick
• Don’t
expect
to
get
everything
without
giving
anything.
• CommunicaBon
is
the
key
to
success.
• Be
clear
and
vocal
about
your
goals;
is
it
a
one-­‐off
thing
or
something
to
last?
• It’s
not
just
about
the
match,
it’s
also
about
the
Bming.

13. I
really
want
to
do
it!
How
do
I
do
it?

14. Step
one:
Define
your
goals
• Doing
it
just
because
“everyone
else
is
doing
it”
is
not
a
reason
enough
• What
are
you
trying
to
achieve?
– New
customers?
– Spread
knowledge
about
the
trade?
– Target
a
specific
group
of
people?
– Improve
your
Google
ranking?
• Be
realisBc
about
your
goals

15. Step
two:
Find
the
right
placorm
• What
kind
of
a
blogger
do
you
want?
– You
don’t
always
need
to
go
for
the
obvious
or
the
most
popular
• Where
to
find
your
blogger?
– Ask
around,
browse
through
sites,
ask
help
from
blog
portals
• Do
your
background
check!
– Does
the
blogger
work
with
marketers?
Who
do
they
work
with
at
the
moment?
What
are
they
for/against?

16. Step
three:
Approach
and
ask
• Ask
directly
from
the
blogger
or
from
the
portal
• Be
clear
about
your
purposes:
– What
do
you
wish
for
and
why
you
chose
them
– What
are
you
willing
to
pay*
• Don’t
be
a
player:
if
you’re
seeing
several
bloggers
at
once,
have
the
balls
to
tell
them

17. *don’t
be
a
cheapskate
• How
much
are
you
willing
to
pay
to
be
seen?
– Three
real
life
examples
from
my
blogging
history:
What
they
wanted
What
they
were
ready
to
give
Blog
post,
IG
and
FB
their
product
visibility
+
pictures
(rrp
49
€)
for
markeBng
Blog
post
a
chance
to
win
a
gip
card
Blog
post
nothing:
they
wanted
me
to
ship
the
product
(rrp
130
€)
back
to
them
-­‐
at
my
own
expense

18. Step
four:
Give
space
• The
blogger
knows
their
blog
and
their
audience
best
• Give
inspiraBon
and
the
necessary
background
info
• Agree
on
what
you’re
doing:
how
many
posts,
when,
social
media,
can
you
use
the
material,
metrics,
compensaBon…
• Don’t
go
for
the
obvious
(
and
don’t
se0le
for
the
obvious)
– “I
went
to
a
chiropractor’s,
it
was
nice,
here’s
a
discount
code”
isn’t
the
only
opBon
– Does
the
blogger
have
a
physical
issue
they
need
to
work
on?
Something
you
can
improve
in
long
term?
– Or
some
sport
specific
thing
you
can
help
them
with?
– Maybe
your
target
is
office
workers?
Stay
at
home
moms?
Fitness
babes?
People
who
drive
cars?

19. Step
five:
Follow
through,
give
feedback
• Work’s
not
over
when
the
blogpost
is
out
• What
are
your
metrics?
– From
the
blogger:
unique
visitors
(maybe
over
the
course
of
one
week
etc.),
Bme
spent
with
the
post,
number
of
comments
and
likes,
engagement
on
social
media?
– Your
own
metrics?
Engagement
on
social
media?
Leads,
sales,
visitors?
• Don’t
disappear:
at
least
have
the
courtesy
to
say
“Thank
you”
before
you
head
out
the
door

20. Key
takeaways:
• Don’t
be
a
dick
• Know
your
goals
• Trust
your
partner
• Say
thanks

21. Want
to
know
more?
• IAB
Finland
has
published
guidebooks
on
naBve
adverBsing
and
working
with
bloggers
(among
other
topics)
• iab.fi
-­‐>
Digimainonnan
ABC
-­‐>
Julkaisut
ja
oppaat

22. Thank
you!
• There
are
no
stupid
quesBons!
• You
can
find
me
here:
– lily.fi/blogit/pumpui
– lo0a.heikkeri@gmail.com
– Instagram:
@lo0apumpui
– Twi0er:
@Lo0aHeikkeri

23. Image
credits:
Image
taken
from
page
7
of
'[Death's
Doings;
consisBng
of
numerous
original
composiBons,
in
prose
and
verse,
the
...
contribuBons
of
various
writers;
principally
intended
as
illustraBons
of
twenty-­‐four
plates
designed
and
etched
by
R.
Dagley.]’
Image
taken
from
page
1036
of
'DicBonnaire
des
sciences
anthropologiques
...
publié
sous
la
direcBon
de
A.
BerBllon,
Coudereau,
A.
Hovelacque,
Issaurat
[and
others],
etc’
Image
taken
from
page
578
of
'[Our
Earth
and
its
Story:
a
popular
treaBse
on
physical
geography.
Edited
by
R.
Brown.
With
...
coloured
plates
and
maps,
etc.]’
Image
from
page
312
of
"The
book
of
the
horse
:
thorough-­‐bred,
half-­‐bred,
cart-­‐bred,
saddle
and
harness,
BriBsh
and
foreign,
with
hints
on
horsemanship;
the
management
of
the
stable;
breeding,
breaking
and
training
for
the
road,
the
park,
and
the
field”
BriBsh
New
Guinea
...
With
map
...
illustraBons,
etc.
J.
P.
Thomson,
(James
Park),
1854-­‐1941.
London
:
G.
Philip
&
Son,
1892.