DIY Blogger Networks
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Transcript of DIY Blogger Networks
@CompassB #smdaysfl #DIYBlogs
• Why Bloggers?• Blogs vs. Traditional Media• Blogger Outreach
BLOGGERNETWORKDIY
The New MediaWhy Bloggers?
@CompassB #smdaysfl #DIYBlogs
• One of the most influential digital resources for consumer purchases
• Community builders• The fifth-most trustworthy source overall for
information on the internet
* Technorati’s Digital Influence Report
The New Media
@CompassB #smdaysfl #DIYBlogs
2Xas many marketers say inbound delivers
below average cost per lead than outbound methods.
Hubspot’s State of Inbound 2014
The New Media
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54%More leads are generated by inbound tactics than traditional paid marketing.
Hubspot’s State of Inbound 2014
@CompassB #smdaysfl #DIYBlogs
The New Media vs. Traditional Media
SCOPE - Smaller community, bigger influence
OWNERSHIP - Independent, no traditional news cycles
CULTURE – Distinct culture for engagement
Blogger OutreachHow do I work with bloggers?
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1. Set your Objectives2. Identify the Influencers3. Pitch and Contract4. Coordinate and Measure
Step 1 - Objectives
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• Traffic (how much?)• Fresh content (what kind? How much?)• Downloads (app, coupon, etc.)• Contest or Giveaway
What do you want to accomplish?
Step 2 - Identify
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• Search engine on social networks• Survey your customers• Buzzsumo, GroupHigh & TapInfluence• Blogger Talent Agency
Where to start looking?
Step 2 - Identify
@CompassB #smdaysfl #DIYBlogs
• Traffic• Engagement• Brand Relevance• Social Reach
4 Measures of Influence
Traffic
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Number of People that Visit a Site
• Unique Visitors per Month• Alexa.com• Compete.com• Google Page Rank
Engagement
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Number of People that Interact with the Content
• Monthly Comment and Share Average - on the Blog as well as Social Networks
• What kind of posts provoke the highest engagement?
Brand Relevance
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Are the Brand and the Influencer a good match?
• Is this influencer interacting with your ideal customer?
• Can your customer identify with the blogger?
Social Reach
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The combined reach of their relevantSocial Networks
• Monthly Comment and Share Average - on the Blog as well as Social Networks
• What kind of posts provoke the highest engagement?
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• Hyper targeted: by topic, location, gender, cultural background, language, etc.
Step 3 - Contract
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TANGIBLES
• Set Clear Goals • Deliverables – Posts and Cascading Content• Key Dates• Compensation
Step 3 - Contract
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INTANGIBLES
• Access to resources they couldn’t otherwise get• Genuine interaction with a brand they respect• A chance to make a meaningful contribution• Publicity opportunities for themselves• Compelling storyline for their blog
Step 4 – Coordinate
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What does success look like?
• Provide content guidelines, story ideas with keywords, and brand information.
• Trackable links• Retargeting• Landing Page Traffic• Social Reach