Blogger Outreach: Friends, Foes & the need for Microtargeting

Blogger Outreach

»Panelist 411

»(Really) Bad Pitches

»How Pitches Go Bad

»Outreach Tips

»Q&A

#outreach #dignc

Panel ‘s Combined Experience Professional/ Outreach: 53 years Personal/ Blogging: 31 years

Panelist 411

#outreach #dignc

» Brands The Kroger Co., Protect-A-Bed, Blue Manatee Press, The Carnegie, Brazee Street, McCormick & Schmick's, Tide, Febreze, PUR, Brita, PBS Sprout, NOKIA, Gymboree, Land's End, Epson

» Find Online

scootermediaco.com, @shannanb familyfriendlycincinnati.com

Shannan Boyer, Scooter Media

#outreach #dignc

Kevin Dugan, The Empower Group

» Brands The Empower Group, FRCH Design Worldwide, The Brandery, United Way of Greater Cincinnati, P&G, Meijer, National Institute for the Blind, Presto Foods, Fast Company, T-Mobile

» Find Online kevindugan.com, @prblog mediaispower.com, @mediaispower

#outreach #dignc

Erin Flynn, Canopi

» Brands Microsoft, Lucky Magazine, The Huffington Post, Sundance Channel, Accessorize, ShoeDazzle, Sunglass Warehouse

» Find Online

realitychicblog.com, @realitychicblog canopi.me, @getcanopi

#outreach #dignc

Debba Haupert, Girlfriendology

» Brands Honda, Sears, Frito-Lay, International Delight, Healthy Choice, The UPS Store, The Kroger Co., Truvia, TCBY, Wine Sisterhood, Biz Stain Fighter

» Find Online girlfriendology.com, @girlfriendology

#outreach #dignc

Taylor Wiegert, Powerhouse Factories

» Brands Michaels Arts & Crafts, Shaw Floors, LensCrafters, Meijer, Chiquita

» Find Online braveadworld.com, @twiegert

#outreach #dignc

(Really) Bad Pitches

#outreach #dignc

(Really) Bad Pitches

Porn (Ew)

Fleshdrive Brings Movies to the Palm of Your Hand

Think Link

High Resolution Images & Samples Available Upon Request

Dead Issue

Who Died Today? New Website Makes Sure You’re Always in the Know

Mass Email

Hi NAME: We love your blog. Want to write about our client?

Magic Tarot Cards

Fashion blog targets college grads, not psychics.

The Unvitation

Dear Family Friendly CINCINNATI, want to attend our event – in New York City?

#outreach #dignc

“One-Size Fits All” Doesn’t Fit Anyone at All

How Pitches Go Bad

How Pitches Go Bad

» Off-Target, Irrelevant Pitches

• Geography, Editorial Focus, Personal Pet Peeves

» List Quality Time

• Using media database to find bloggers

• Using technology as definitive source

» So-Called Customization

• Email marketing and other tools to help sender scale

#outreach #dignc

How Pitches Go Bad

» Treating bloggers like media

Media Blogger

Career Passion

Ad Team, Editorial Team Separate

Ad/ Editorial Team is One Person

Deadline-Driven Competes for Time

Short News Cycle Longer News Cycle

#outreach #dignc

Media Relations Lifecycle

Prepare/

React

Pitch/ Follow Up

Interview/ Follow Up

Story Runs

Next Steps

Build Relationship

#outreach #dignc

Blogger Outreach Lifecycle

Participate/ Engage

Pitch/ Follow Up

Participate/ Engage/

Follow Up

Content

Next Steps

Build Relationship

#outreach #dignc

Outreach Tips

#outreach #dignc

Outreach Tips: Taylor

» Think Audience: Communicate the value for a blogger’s followers, NOT for the blogger

» Right-Size: Technology is not a silver bullet, it’s a starting point

» Be Present: Show you care about what the blogger’s audience cares about by being specific

#outreach #dignc

Outreach Tips: Debba

#outreach #dignc

» Paid Media: Blogging is a profession/business

» Less is More: An engaged, smaller community will get better results

» Customize Opportunities: Get creative working together, ask for suggestions

» Develop a Relationship: Plan for long-term partnership, ambassadors

Outreach Tips: Erin

#outreach #dignc

» It’s the Details: Make your pitch personal

» Key to ID: Look for Relevancy, Expertise, Authenticity when reviewing blogs

» Beyond Traffic: Consider more than pageviews when narrowing list; frequency and engagement are also important

Outreach Tips: Shannan

#outreach #dignc

» Stand Out: Subject lines and intros are important

» Take Time: Blogger outreach takes time to do well, manage expectations

» Eschew Automation: Don't mass email bloggers

» Work Smart: Peruse blog's social media accounts

» Help Out: Support the blogger’s work via your brand social media channels

Outreach Tips: Kevin

» FMOT: The First Pitch, Isn’t a Pitch

» Appetizer: News Release is Not a Pitch

» Think Link: Less text, trackable

» Get in the Microniche:

• Women, Girlfriend, Aunt, Mommy, Family

• Foodie, Vegetarian, Kosher, Gluten-Free

• Cancer, Breast Cancer, Leukemia, Recovery

#outreach #dignc

Blogger Outreach: Q&A

#outreach #dignc

Find Online

» Shannan Boyer scootermediaco.com, @shannanb, familyfriendlycincinnati.com

» Kevin Dugan kevindugan.com, @prblog, mediaispower.com, @mediaispower

» Erin Flynn realitychicblog.com, @realitychicblog, canopi.me, @getcanopi

» Debba Haupert girlfriendology.com, @girlfriendology

» Taylor Wiegert braveadworld.com, @twiegert

THANK YOU

#outreach #dignc