The Art (& Law) of Blogger Relations
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This document provides 10 tips for successful blogger relations and engagement. It emphasizes identifying relevant bloggers, building authentic relationships through value-added partnerships rather than pitches, clearly communicating goals and expectations, ensuring legal compliance with disclosure of sponsorships, following through on commitments, participating in online conversations, leveraging free relationship-building tools, and meeting in person whenever possible. The overall message is that blogger outreach requires ongoing relationship building, reciprocity, creativity beyond pay-for-post models, and treating bloggers with the same respect as traditional media.
The Art (& Law) of Blogger Relations
- 1. The Art (And Law) ! of Blogger Rela/ons: 10 Tips for Success! Laura Ciocia Senior Digital Strategist I Everywhere® laura@beeverywhere.tv @msciocia / @beeverywhere www.beeverywhere.tv
- 2. Why should you care?! ®
- 3. Because you can’t afford not to. 77% of internet users read blogs. 52% of blog readers say that a blog post factored into the critical moment in which they decided to buy. 70% of bloggers are organically talking about brands. 46% of consumers indicate that they trust traditional media less then they did 5 years ago. 54% of mom bloggers report being contacted by a brand to write about or review a product. ®
- 4. Still not convinced? Not to worry. Your competitors are already one step ahead of you. ®
- 5. Tip One: Identify Relevant Targets! Nobody likes a misplaced and generic pitch that has no relevance to their blog/community. Take the time to research relevant bloggers who are most likely to be interested in your product/ service before you initiate contact. ! And remember that not all blogs are created equal. Do your homework to ensure maximum engagement on behalf of your brand.! Suggested Tools: Technorati, AllTop, Klout, MuckRack, Google Blog Search, Quantcast, Various Blogrolls, HARO, Reporter Connection! ®
- 6. Tip Two: Forget the word “pitch”.! A successful blogger outreach strategy is anchored by individualized, ongoing and authentic relationship building.! All good relationships require work, time & reciprocity. Invest in others and they will invest in you. ! Pitches Partnerships! AVOID: Mass emails, embargoes, demands & last minute requests.! ®
- 7. Tip Three: Ask Yourself, Am I Providing Value? ! Seek to provide value to a blogger in exchange for sharing your ! product with her community. ! Take a hard look at your proposal to determine “am I offering .! something of value or it it all about ‘the ask’?”. Value can mean many things i.e. exceptional, uber-relevant and/ or exclusive content, a unique “experience” or a sponsored post. ! ®
- 8. Tip Four: Get Creative! The beauty of blogger relations is that there is no blueprint.! With so many unique communities the possibilities for how you connect and engage are truly limitless.! Try and go beyond the ‘pay for post’ model and develop sustainable relationships aimed at nurturing a loyal network of “passionistas” for your brand . ! ®
- 9. Tip Five: Clearly Communicate Your Goals! The challenge with blogger relations is that there is no blueprint. Make sure you outline your expectations and attach success metrics to your partnerships and campaigns. A “successful campaign” means nothing if you can’t measure it. Examples of “success metrics”: Click-thrus, conversions, promo codes, impressions, mentions, etc..! ®
- 10. Tip Six: Know the Law!! The FTC requires bloggers to disclose any material consideration they receive in exchange for a post/mention/endorsement. This includes both cash and in-kind compensation. Brands are responsible too! Ensure all of your partner bloggers represent their relationship with truth and transparency. The law also applies to any other channels where your partner blogger/ influencer has agreed to extol the virtues of your product. In the context of Twitter these endorsements are most commonly followed by #ad. Check out cmp.ly for simply, easy to implement disclosure solutions.! ®
- 11. Tip Seven: Keep Your Word! It should go without saying but if you’ve promised an incentive or any other consideration, follow through on it. As a rule, treat bloggers with the same care and respect as you would the editor-in-chief at your most coveted publication. ®
- 12. Tip Eight: Participate!! Become an authentic contributor to the greater conversation through comments, blog posts, mentions, re-tweets, Twitter chats, etc.. There are limitless opportunities to connect, share and engage with communities who may already have a vested interest in your brand. Start by LISTENING. ®
- 13. Tip Nine: Embrace the (free) Tools of the Trade! Pitchengine (SMPR’s) Bit.ly Google / Social Mention Alerts Tweetreach Listorious / WeFollow Quora HARO / Find A Reporter Seeded Buzz cmp.ly ®
- 14. Tip Ten: Take it off ! (line, that is)! No matter how connected social media makes us feel, it won’t ever replace face-to-face engagement. Find as many opportunities as possible to meet the people behind your connections. You’ll find these in-person interactions will only enhance your existing, on-line relationships. ®