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Transcript of Heidi sullivan-blogger-outreach
The Reality Check Guide To Blogger Outreach
Heidi Sullivan @hksully
Vice President, Global Media Research
Cision
33
The Conversation Shift
Traditional
Media Model
The Public
The Media
PR/Marketing
Us
Social Media Model
44
Bloggers and voices on social sites vie for
influence directly with traditional media.
If the news is that
important, it will find me.college student quoted in
New York Times, March 2008
Facebook now drives more traffic to
PerezHilton and the Huffington Post than
Google does. WebProNews, May 2009
55
Case Study
Goal – increase beta users by 100K
Method – Targeted Blogger Outreach
&
66
I saw your post a couple weeks ago, “Think Before You
Voicemail,” so I know how you feel about voicemail, and I agree
with you on all points. I try to avoid leaving people voicemails, at
work and in my personal life, and would much rather send and
receive emails or texts. But, as you mentioned, sometimes you
need to use voicemail – to convey tone or emotion, or because
you’re on the road and need to relay more information than you
can type while driving or otherwise multi-tasking…
Case Study
&
- Pitch to
77
I work for a PR agency and have a client that just launched a new service
today. I thought of you because this service has the potential to make the
celeb dating scene a lot more interesting, if that’s even possible! It even
has a cool name – slydial!
If LC could leave Heidi a voicemail without the possibility of Heidi picking
up the phone, what do you think she would say? What about Mario
Lopez? He got caught cheating on his long-time girlfriend….
Case Study
&
- Pitch to
88
Case Study
Resulted in 381 Blog Posts in 1 Month (including TechCrunch and Perez Hilton)
ROI: “By hitting online consumers from all angles, the program helped boost slydial’s 5,000 private alpha users to more than 200,000 beta users in less than two weeks.”
&
I’ve got blogs whose target audience is 100 people – the right 100 people.
Chris AndersonAuthor of The Long Tail
and Free
1111
Using social data for long-range predictive analytics
Acceleration of conversations on blogs often precedes both the
manifestation of a trend and its news coverage
By identifying new opportunities for investors, bloggers helped bring
green tech investing out of its 2009 slump
166 VC investments
61,300 blog mentions
8,540 mainstream
news mentions
Q3 2008 Q3 2009 Q3 2010
“Green technology” investment, blog discussion and news coverageSources: Cision Media Research, Treehugger.com & Cleantech Group
Solar-powered coffee maker
1212
Many blogs are focused on niche topics
which news outlets tend to cover more
sporadically and reactively
Blogs are where industry tastemakers lay
out their thoughts and predictions, which
get re-circulated on Twitter and Facebook
Influential blogs are updated constantly
Photo courtesy Alan Levine via Flickr
1313
The devil is in the details
About one quarter of bloggers tracked in Cision’s media database
cover one of 26 “first tier” general topics. The rest cover more
specific topics.
General 23%
Specific 77%
Source: Cision Media Research
1515
Blogger Outreach
The Four “R”s:
Research
Relationships
Relevance
Respect
“Tailor to how we
cover beauty.
Demonstrate that you
get our approach.”
– Lesa Hannah,
Beauty Director for FASHION
1616
Research
Look at writing
style, voice and tone
Research past coverage
(bylines, reports, posts)
Know what they DON’T
cover
Be aware what they’re
looking for
Update your lists
1717
Relationships
Compliments never hurt!
Follow them on
Twitter/social networks
Comment on blog posts
Connect IRL
It takes time, nurture
and maintain them
1818
Relevance
Better to send out
fewer, personalized
messages
Never send a pitch
without some introduction
Make it clear, keep it brief
Only send material you
know they’ll read
1919
Respect
Know their preferred method of contact
Don’t leave long voicemails or follow up via phone
If you haven’t heard back, don’t panic
Know when to step back and when to push
When in doubt, include an opt-out
Keep your word!
2121
of any population will be active content creators
will be participants
will simply "consume" that content online
1%
9%
90%
Data from:
It used to be that in order to have a powerful voice in the
Momosphere, you had to do what I did: write four
books, appear on dozens of national morning shows, speak at
parenting groups and more…
Now thanks to social media, moms have been able to - from
the basement in their house in Iowa, to the deck in their
backyard in San Diego - build an audience not by going to
traditional media or writing a book, but gather audience based
on the power of their voice, the clarity of what their expressing
and the resonance it has with their audience.
Stacey DeBroff@momcentral
Anyone Can Be an Influencer
2323
Do bloggers truly influence the masses?
Gladwell’s Law of the Few
“The success of any kind of
social epidemic is heavily
dependent on the involvement
of people with a particular and
rare set of social gifts.”
Duncan Watts: Trends are
Unpredictable
“A rare bunch of cool people
just don’t have that power. And
when you test the way
marketers say the world
works, it falls apart.”
2424
Who is right: Watts or Gladwell?
Both. Trends still begin with a small few and are spread by
those with connections.
Bloggers can change over time – and anyone can become
an influencer.
However, a general rule of thumb is that bloggers and
influencers tend to talk to each other.
Immersing yourself in that community will help you spot
trends as they emerge.
2525
Remember the 10%
Regardless of whether or not bloggers truly
influence, only 1 out of 10 people is truly sharing and
creating content online.
Spreading the word makes them influential.
• Know your community.
• Read, read, read!
• Identify what’s new.
2626
Heidi SullivanVice President, Global Media Research
Email: [email protected]
Homepage: us.cision.com
Blog: blog.cision.com
Facebook: facebook.com/hksully
Twitter: @hksully
LinkedIn: linkedin.com/in/heidisullivan
Connect with me!