how not to suck at working with bloggers
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How Not to Suck at Working with Bloggers
9.10.2015
Who am I?
• Lo0a Heikkeri • Background in journalism and publishing • MarkeBng and CommunicaBons Manager at IAB Finland, an associaBon of companies working in digital adverBsing and markeBng
• Blogging since 2007
• Pumpui since 2011 – Focus on CrossFit, running, acBve lifestyle, eaBng
• “a thinking person’s training blog” – Things I hold dear: thinking for yourself, feminism, enjoying life, being honest
– Things I am against: nonsense, pseudoscience, quick fixes (to health, weight loss…), sexism
Working with marketers
My mo0o: If you do it, do it well For example: bloggers’ reviews of the Garmin VivoacBve smartwatch: Blogger 1: 176 words (of which 70 copypasted from the manufacturer’s website) Blogger 2: 390 words (of which 76 about how her old watch sucked) Me: 820 words, 3 graphs + summary
Are you up to date with marke;ng?
Owned media
Paid media
Earned media
Content MarkeBng and NaBve AdverBsing
• Wikipedia: “Content markeBng is any markeBng that involves the creaBon and sharing of media and publishing content in order to acquire and retain customers.” – In all the pieces of the online markeBng trifecta – NaBve adverBsing: Your content in someone’s medium, ”matches the form and funcBon of the placorm on which it appears”
Why work with bloggers?
Five good reasons for working with bloggers
1: Blogger is a friend and an influencer 2: Info and experience from a trusted source 3: It fits well in to a bigger markeBng campaign 4: There is an angle for everything 5: The blog post has a long tail
If you only learn one thing today, let it be this: Working with a blogger is like being in a rela;onship
RelaBonships 101: Don’t be a dick
• Don’t expect to get everything without giving anything.
• CommunicaBon is the key to success. • Be clear and vocal about your goals; is it a one-‐off thing or something to last?
• It’s not just about the match, it’s also about the Bming.
I really want to do it! How do I do it?
Step one: Define your goals
• Doing it just because “everyone else is doing it” is not a reason enough
• What are you trying to achieve? – New customers? – Spread knowledge about the trade? – Target a specific group of people? – Improve your Google ranking?
• Be realisBc about your goals
Step two: Find the right placorm
• What kind of a blogger do you want? – You don’t always need to go for the obvious or the most popular
• Where to find your blogger? – Ask around, browse through sites, ask help from blog portals
• Do your background check! – Does the blogger work with marketers? Who do they work with at the moment? What are they for/against?
Step three: Approach and ask
• Ask directly from the blogger or from the portal
• Be clear about your purposes: – What do you wish for and why you chose them – What are you willing to pay*
• Don’t be a player: if you’re seeing several bloggers at once, have the balls to tell them
*don’t be a cheapskate • How much are you willing to pay to be seen?
– Three real life examples from my blogging history: What they wanted What they were ready to give Blog post, IG and FB their product visibility + pictures (rrp 49 €) for markeBng Blog post a chance to win a gip card Blog post nothing: they wanted me to
ship the product (rrp 130 €) back to them -‐ at my own expense
Step four: Give space • The blogger knows their blog and their audience best • Give inspiraBon and the necessary background info • Agree on what you’re doing: how many posts, when, social
media, can you use the material, metrics, compensaBon… • Don’t go for the obvious ( and don’t se0le for the obvious)
– “I went to a chiropractor’s, it was nice, here’s a discount code” isn’t the only opBon
– Does the blogger have a physical issue they need to work on? Something you can improve in long term?
– Or some sport specific thing you can help them with? – Maybe your target is office workers? Stay at home moms? Fitness babes? People who drive cars?
Step five: Follow through, give feedback
• Work’s not over when the blogpost is out • What are your metrics? – From the blogger: unique visitors (maybe over the course of one week etc.), Bme spent with the post, number of comments and likes, engagement on social media?
– Your own metrics? Engagement on social media? Leads, sales, visitors?
• Don’t disappear: at least have the courtesy to say “Thank you” before you head out the door
Key takeaways: • Don’t be a dick • Know your goals • Trust your partner
• Say thanks
Want to know more?
• IAB Finland has published guidebooks on naBve adverBsing and working with bloggers (among other topics)
• iab.fi -‐> Digimainonnan ABC -‐> Julkaisut ja oppaat
Thank you!
• There are no stupid quesBons! • You can find me here: – lily.fi/blogit/pumpui – lo0a.heikkeri@gmail.com – Instagram: @lo0apumpui – Twi0er: @Lo0aHeikkeri
Image credits: Image taken from page 7 of '[Death's Doings; consisBng of numerous original composiBons, in prose and verse, the ... contribuBons of various writers; principally intended as illustraBons of twenty-‐four plates designed and etched by R. Dagley.]’ Image taken from page 1036 of 'DicBonnaire des sciences anthropologiques ... publié sous la direcBon de A. BerBllon, Coudereau, A. Hovelacque, Issaurat [and others], etc’ Image taken from page 578 of '[Our Earth and its Story: a popular treaBse on physical geography. Edited by R. Brown. With ... coloured plates and maps, etc.]’ Image from page 312 of "The book of the horse : thorough-‐bred, half-‐bred, cart-‐bred, saddle and harness, BriBsh and foreign, with hints on horsemanship; the management of the stable; breeding, breaking and training for the road, the park, and the field” BriBsh New Guinea ... With map ... illustraBons, etc. J. P. Thomson, (James Park), 1854-‐1941. London : G. Philip & Son, 1892.
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