The Future of Blogger Relations
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The document discusses the evolving landscape of blogger relations within public relations, emphasizing the significance of influencer engagement and strategic content creation for brand enhancement. It outlines methods for outreach, measurement of success, and the anticipated commoditization of blogger relations, predicting a shift toward paid editorial as a primary approach. Key insights include the necessity of digital education and skill development to build effective social media foundations for campaigns.
The Future of Blogger Relations
- 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
- 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. All rights are reserved. This document/presentation contains confidential and proprietary information, ideas and methodology belonging to Cohn & Wolfe. No part of this information may be disclosed to others, nor may it be used, reproduced, copied or transmitted in any form or by any means, electronic, mechanical, or otherwise without prior written permission of Cohn & Wolfe, and this document/presentation must be returned immediately upon Cohn & Wolfe’s request.
- 38. QUESTIONS
- 39. Just reach out @luebue Wolfgang Lünenbürger-Reidenbach Managing Director Germany wolfgang.luenenbuerger@cohnwolfe.com +49 40 808016 110