behind the scenes: brands and blogger relations programs
TRANSCRIPT
Elevating The Conversation
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Behind the Scenes:
Brands and Blogger Relations
Programs Minnesota Bloggers Conference | September 22, 2012
Lauren Melcher
Elevating The Conversation
©WEBER SHANDWICK 2012 All rights reserved
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I see the blogger world from
multiple angles
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The Update Meeting 19 April 2012
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“The organizing principle of how
we live, work and play [the web]
is moving away from being built
around content, and is being
rebuilt around people.”
- Mark Zuckerberg
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“Lasting and substantive
change can be best effected
by a group of people
connected to each other, to a
leader and to an idea.”
- Seth Godin, Tribes
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Translation for brands:
make business
social by design
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The Opportunity
for Brands
Engage influencers as a
strategic and creative
discipline – one that starts
with a relationship-based
versus transactional
approach, and is always on.
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The Opportunity
for Bloggers
Develop meaningful,
two-way relationships with
brands, through products or
experiences, and leverage
those relationships
for future growth.
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The “new” pyramid of influence
Our job (PR) is to make a concerted effort to bring influencers into our clients’ businesses,
and to institutionalize dialogue and relationship building throughout the pyramid
Super fans
Brand advocates seeking
brand perks and recognition
Social publishers
Enthusiasts looking for content
and non-cash social currency
Semi-pro content creators
Content bloggers/enthusiasts who
expect to be paid
Editors
Fans & Followers
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How are brands innovating
around people?
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More than a megaphone
Top of the pyramid influencer partnership can be built into the business
itself…applying the qualities that made them compelling figures to help
market from the inside out.
How does this apply to you as a blogger?
Nike, intel and beats
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Real-time engagement
The Breakfast Project for Milk centers on active listening to uncover influencers who
can participate in a content program centered on breakfast
Are the things you’re tweeting, posting and photographing the things with
which you’d like to be identified in a Radian6 search or on a blogger research list?
Milk Processor Education Program (got milk? Campaign)
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Let’s Go Somewhere Cool
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U.S. Army – Inspire Stories:
Engages and Inspires Bloggers
through Authentic Army
Experiences
13 blogger experiences since 2010
12,000,000 impressions
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CUSTOM BLOGGER EXPERIENCES
• Influential chef and food blogger Matt Armendariz observing the U.S. Army Culinary Cup Competition
• Online marketing blogger Lee Odden jumping with the Army Golden Knights
• Technology blogger David Banks from GeekDad and WIRED.com experiencing the use of video training simulation at the Combat Simulations Unit
• Fitness blogger and digital mom Leah Segedie participating in mini-greening (aka boot camp) and receiving a first-hand look at fitness and nutrition for privates at Fort Benning
• Daddy blogger and Huffington Post contributor Ron Mattock’s spending time with Soldiers in elite training at Airborne School and learning from father Soldiers about their duel lives as servicemen and fathers
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HOW?
Media relations approach:
- Account team or client creates
opportunities based on upcoming events,
campaign goals or cultural trends
- Army account team researches potential
participants
- Calculates potential reach and
amplification
- Initial pitch
- Relationship-building stage
- Experience execution stage
- Follow-up content creation and
syndication
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Program goals:
Develop a program that will increase the level of
trust suburban Minnesota Moms have in
Minnesota Pig Farmers by 5%.
Foster relationships within suburban
communities by helping to feed at least 1,500
local families in need.
A Passion for Pork from Farm to Fork
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• 39 tour participants in 2011-12
• 50% lifestyle or food bloggers
• Participants encouraged to post photos,
tweet and write blog posts on their own
platforms or the Oink Outings blog
• On average, post-tour surveys indicated a
50-79% increase in trust
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My best advice:
Blogger relations program
opportunities are unpredictable
To be invited, you need to make
yourself easy to identify and
contact
Professionalism is key
Brands are looking for ROI
Best to be an active participant
(not a passive observer)
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To be invited, you need to make
yourself easy to identify and contact
Active participation in:
• Facebook groups
• LinkedIn groups
• Twitter chats
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Most invest in real-time monitoring of actions to track earned media value.
Insights from digital/social analytics data drive and inform future programs by
interpreting the implications behind the numbers.
Brands are looking for ROI
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Best to be an active participant (not a passive observer)
Invite Connect Browse
Dear Jeff,
We love your blog and
we think your passion
for design and music
makes you a perfect fit
for the Acura VIP
Network. Join us!
Collaborate/Grab Share
Audience driven
social actions
Elevating The Conversation
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Page 22
My best advice:
Blogger relations program
opportunities are unpredictable
To be invited, you need to make
yourself easy to identify and
contact
Professionalism is key
Brands are looking for ROI
Best to be an active participant
(not a passive observer)
Elevating The Conversation
©WEBER SHANDWICK 2012 All rights reserved
Page 23
Lauren Melcher
Digital Strategist
@lgmelcher