blogher 2012 sponsor best practices

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  • 1.2012 BLOGHER RECAP &SPONSOR BEST PRACTICESSloane Davidson, Lippe Taylorsdavidson@lippetaylor.comSenior Vice President, Digital Marketing www.lippetaylor.com215 Park Avenue South, 16th Floor@sloane1New York, NY 10003

2. OVERVIEWBlogHer is a conference that brings together over 5,000 attendees for diverse paneldiscussions, interactive learning, and networking opportunities with thousands of otherbloggers and well-known brands and took place this year in New York City from August2nd-4th. Celebrities and major influencers also made appearances at the conference,including a virtual speech by President Obama and a panel with Katie Couric.2 3. ACTIVATION EXAMPLE: ELIZABETH ARDEN Elizabeth Arden participated in BlogHer 2012 as the backstage makeupsponsor during the conferences first-ever Fashion Show. A total of 19 online editors, who cover beauty, fashion and lifestyle topics,were chosen as models and a team of Elizabeth Arden makeup artists, ledby Global Makeup Artist, Rebecca Restrepo, provided each of them with acomplete makeup look for the show. Before, during and after the event Elizabeth Arden engaged with themodels on Twitter using the official BlogHer hashtag #BlogHer12, whichhelped maintain and further the brands relationship with these influentialwomen Results: o Twitter 2.1 million impressions 206 Twitter mentions o Facebook 563 total post likes 30 total post shares 25 total post comments3 4. ACTIVATION EXAMPLE: PAUL MITCHELL Paul Mitchell hairstylists from Raika Studio createdhair looks for 18 top lifestyle bloggers at the 2012BlogHer Fashion Show, utilizing Awapuhi Wild Gingerproducts Paul Mitchell product, signage, and dcor was placedbackstage to maximize the brands visibility amongthis influential audience Paul Mitchell secured an exclusive with Elle.comfeaturing interviews with the Raika Studio teamhighlighting their inspiration for each style, and notingPaul Mitchell products utilized to achieve the looks;additional media coverage and twitter buzz wasgenerated on behalf of the bloggers styled4 5. ACTIVATION EXAMPLE: NESTLECoffee-mate Natural Bliss and Nescaf Memento exhibited at BlogHer 12 in NYC. This wasthe 2nd year for Natural Bliss and the first for Memento.Nescafe Memento:In order to spread awareness and introduce a new-to-market product to the bloggercommunity, the Memento booth assigned baristas to engage with the bloggers whilesimultaneously offering free samples of each Memento flavor.Memento passed out branded envelopes with samples of each flavor, as well as a brandedhologram coaster, for bloggers to take home and enjoy. They also provided branded USBswith additional information, recipes and images, so bloggers could easily pull the informationthey needed.To bring fun and interaction to the booth, there was a magician to entertain attendeesthroughout the conference and do exciting tricks, using the Memento packets.Natural Bliss:To continue to drum up excitement for the Coffee-mate Natural Bliss line and the new low-fat option, the brand coordinated a Cow Scavenger Hunt and hid 10-15 branded stuffedcows around BlogHer for attendees to find. The scavenger hunt was promoted at the booth,through word of mouth and visual signage. When a blogger found a cow and brought it backto our booth, they collected their prize, a $25 dollar gift card to Bliss Spa.Since BlogHer took place during the summer, we hired baristas to create the new summersmoothies, using the Natural Bliss creamers, highlighting the low-fat option. Bloggers werealso encouraged to try Natural Bliss in their recipes at home and blog about it.Natural Bliss also provided branded USBs with additional information, recipes and images,and passed out coupons for a free bottle of Natural Bliss and branded lip balms.5 6. MOST TALKED ABOUT ACTIVATIONS Dannon Dannon revealed their new Activia Breakfast Blend yogurt at the event. Jimmy Dean Bloggers loved the substantial samples and they loved that the brand brought in the Sun actor from their TV commercials Land O Lakes Bloggers posted about the free food that Land O Lakes passed out in the expo hall. Many bloggers specifically called out that they loved meeting the Pioneer Woman, chef Ree Drummond Trojan Condoms Guests were surprised, and overall pleased, to discover sponsor Trojan Condoms distributing 4,000 vibrators (after guests completed an iPad survey). Some commented it was out of place, but many appreciated Trojan reaching out to women. Eden Fantasy also had a BlogHer booth and ran out of their sexy freebies very early in the event6 7. BEST OF SOCIAL MEDIA INTEGRATION Brands Jimmy Dean used its BlogHer booth to support charity partner NoKid Hungry. To cross-promote on social media, No Kid Hungrytweeted during BlogHer, tagging Jimmy Dean Dannon partnered with blogger Veep Veep who posted aboutDannons BlogHer booth and new products during the conference Samsung hosted a tweetstakes where entrants who usedhashtag #SamsungBlogHer were randomly selected to win aphone and autographed basketball General During Martha Stewart and Katie Courics keynote speeches,both accepted Twitter questions that used the hashtags#BH12Martha and #BH12Katie, respectively. The speech waslater put on YouTube by BlogHer Some brands encouraged BlogHer guests to use specifichashtags to engage with them during the event, but most simplyused the official #BlogHer12 hashtago Johnson & Johnson pushed hashtags #inspirecare and #JNJ Upcoming movie The Host had a photo booth live-streamingimages to the movies Facebook page Blogger Integration Wells Fargo launched a blogging contest at BlogHer. To enter,users had to submit a written entry, in 250 words or less, abouttheir relationship with money. Winning stories were featured onthe Wells Fargo blog for women.7 8. OVERALL THEMES AT BLOGHER Celebrity Integration Brands that incorporated celebrities had strong social media coverage frombloggers posting and tweeting pictures from their personal accountso Kate Gosselin made an appearance at the Coupon Cabin bootho Real Housewives Jill Zarin demonstrated products at the Bissell bootho Jimmy Deans booth had the actor who plays the sun in their commercials andhe was incredibly popular amongst the bloggerso Egglands Best had Iron Chefs Candice Kumaio Land O Lakes booth had Food Network chef and blogger Ree Drummond Private parties and events resonated with bloggers Bloggers posted as much about the private parties, screenings and lunches theyattended as much as they posted about the Expo Hall of sponsors. Bloggersappreciated the more intimate and comfortable settings. Private events included: Harley Davidson cocktail party where comedian Margaret Cho was the emcee Disney hosted a movie screening of The Odd Life of Timothy Green and acocktail party Hasbro hosted an evening party with games, dancing and cocktails The American Cancer Society hosted an intimate gathering to honor a momblogger who recently passed away from cancer8 9. ON VS OFF SITE ACTIVATIONS On Site: Pro: An on-site activation, such as an expo booth, exposes the brand to the masses, allowing them to drive awareness, conversation and sampling to thousands of attendees. Con: While the quantitative exposure is significant, the quality of the connections with bloggers may not be. Its important to leverage these conferences to buildPfizer invited BlogHer attendees to meet the relationships with influential bloggers that relate to theRockettes for a dance lesson brand. Off Site:Private gifting suites Pro: Inviting brand evangelists and ambassadors to anoff-site private party can be a more intimate experiencefor both bloggers and marketers, allowing deeperconversations and stronger relationship building. Pro: These exclusive parties also provide a betteropportunity for brands to show more product than cantypically fit in a small expo booth space or provide anPrivate rooftop partiesexperience that is bigger than a hotel suite. Con: There is a risk of being excluded from the onlineconversation, which is essential in driving brandHasbro held an offsite party for BlogHerawareness.attendees9 10. IMPLICATIONS Timing In order to implement a robust, successful activation its suggested to begin theplanning stages 3 - 4 months in advance Ambassadors Having an influential brand ambassador on site, such as a spokesperson orblogger, is critical to drive the conversation on and offline, as well as gathercontent Content Leveraging blogger conferences to gather content is essential. These conferencescan be used for video and/or photo content, including testimonials, interviews,reviews and product usage shots. This content can then be used for future .com,social media, marketing and PR purposes.10 11. SOCIAL MEDIA BEST PRACTICES At blogger conferences like BlogHer, a brands success is based on their initial goals and objectives Social media integration and sampling opportunities are top priorities for many brands at blogger conferences. Utilizing social media, such as Twitter with a unique hashtag, to promote product sampling initiatives boosts the brands online awareness and attendee participation, as well as excitement around the brand Other social media best practices include: o Create a unique hashtag on Twitter for conference attendees to follow and participate in to drive virality o Encourage attendees to check-in to a brands booth on Foursquare so their friends will know to stop by the booth also o Implement exclusive giveaways on social media channels, such as Instagram, Twitter, Facebook and Pinterest for conference attendees o Leverage photo sharing iPhone app Instagram to share across channels o Gather content, photo and/or video11 12. OTHER UPCOMING CONFERENCES Social Media Strategies Summit: September 25-26 in San Francisco, CA: Engage and learn from the best and brightest in the social media strategies industry Social Media Strategies Summit: October 23-25, 2012 in Boston, MA: The brightest minds in social media ma