DIY Blogger Networks
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The power of bloggers as the new media is undeniable. This presentation will teach you how to build a blogger community around your brand and leverage the power and influence of this new media to increase traffic to your site, draw in your ideal customer and make more money.
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DIY Blogger Networks
- 2. • Why Bloggers? • Blogs vs. Traditional Media • Blogger Outreach BLOGGER NETWORKDIY
- 3. The New Media Why Bloggers? • 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
- 4. The New Media Hubspot’s State of Inbound 2014
- 5. The New Media Hubspot’s State of Inbound 2014
- 6. The New Media * Hubspot’s State of Inbound 2014
- 7. The New Media 2Xas many marketers say inbound delivers below average cost per lead than outbound methods. Hubspot’s State of Inbound 2014
- 8. The New Media 54%More leads are generated by inbound tactics than traditional paid marketing. Hubspot’s State of Inbound 2014
- 9. The New Media vs. Traditional Media SCOPE - Smaller community, bigger influence OWNERSHIP - Independent, no traditional news cycles CULTURE – Distinct culture for engagement
- 10. Blogger Outreach How do I work with bloggers? 1. Set your Objectives 2. Identify the Influencers 3. Pitch and Contract 4. Coordinate and Measure
- 11. Step 1 - Objectives • Traffic (how much?) • Fresh content (what kind? How much?) • Downloads (app, coupon, etc.) • Contest or Giveaway What do you want to accomplish?
- 12. Step 2 - Identify • Search engine on social networks • Survey your customers • Buzzsumo, GroupHigh & TapInfluence • Blogger Talent Agency Where to start looking?
- 13. LISTEN!
- 14. Step 2 - Identify • Traffic • Engagement • Brand Relevance • Social Reach 4 Measures of Influence
- 16. Traffic Number of People that Visit a Site • Unique Visitors per Month • Alexa.com • Compete.com • Google Page Rank
- 17. Engagement 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?
- 18. Brand Relevance Are the Brand and the Influencer a good match? • Is this influencer interacting with your ideal customer? • Can your customer identify with the blogger?
- 19. Social Reach The combined reach of their relevant Social Networks • Monthly Comment and Share Average - on the Blog as well as Social Networks • What kind of posts provoke the highest engagement?
- 20. • Hyper targeted: by topic, location, gender, cultural background, language, etc.
- 21. Step 3 - Contract TANGIBLES • Set Clear Goals • Deliverables – Posts and Cascading Content • Key Dates • Compensation
- 22. Step 3 - Contract 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
- 23. Step 4 – Coordinate What does success look like? • Provide content guidelines, story ideas with keywords, and brand information. • Trackable links • Retargeting • Landing Page Traffic • Social Reach
- 25. Adriana Serna Blue Compass Group adriana@bluecompassgroup.com @CompassB