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BLOGGERNETWORKDIY


• Why Bloggers?• Blogs vs. Traditional Media• Blogger Outreach

BLOGGERNETWORKDIY

The New MediaWhy 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

The New Media


Hubspot’s State of Inbound 2014

The New Media


* Hubspot’s State of Inbound 2014

The New Media


2Xas many marketers say inbound delivers

below average cost per lead than outbound methods.


The New Media


54%More leads are generated by inbound tactics than traditional paid marketing.



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?


1. Set your Objectives2. Identify the Influencers3. Pitch and Contract4. Coordinate and Measure

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?

Step 2 - Identify


• Search engine on social networks• Survey your customers• Buzzsumo, GroupHigh & TapInfluence• Blogger Talent Agency

Where to start looking?


LISTEN!

Step 2 - Identify


• Traffic• Engagement• Brand Relevance• Social Reach

4 Measures of Influence

Traffic


Number of People that Visit a Site

• Unique Visitors per Month• Alexa.com• Compete.com• Google Page Rank

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?

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?

Social Reach


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?


• Hyper targeted: by topic, location, gender, cultural background, language, etc.

Step 3 - Contract


TANGIBLES

• Set Clear Goals • Deliverables – Posts and Cascading Content• Key Dates• Compensation

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

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


Adriana Serna Blue Compass Group

[email protected]@CompassB

diy blogger networks

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