/AGENCY DATING GAME THE BLOGGER
The Blogger / Agency Dating Game - Environics Communications @ BlogPodium
Nov 30, 2014
Presented at BlogPodium in Toronto, by Andrew Kinnear and Jordana Wolch of Environics Communications, this presentation aimed to answer the question: How do bloggers approach brands or agencies and make their blog stand out from the crowd?
The audience of Lifestyle and Home Decor bloggers were provided insight on what brands and agencies are looking for in an influencer relationship, shared tips on how bloggers can market themselves better, and explained that while some metrics are important, numbers don't mean everything.
The audience of Lifestyle and Home Decor bloggers were provided insight on what brands and agencies are looking for in an influencer relationship, shared tips on how bloggers can market themselves better, and explained that while some metrics are important, numbers don't mean everything.
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Transcript
/AGENCYDATING GAMETHE BLOGGER
OUR CLIENT’S JOBS HAVE CHANGED IN THE PAST FIVE TO TEN YEARS.
First Moment of Truth
Second Moment of Truth
Stimulus
At shelfIn-store
Experience
Source: Google
First Moment of Truth
Second Moment of Truth
Stimulus
Pre-shopping | In-store | In-home At shelf
In-storeExperiencePre-shopping |
In-store | In-home
Source: Google
AWARENESS(AWARE OF OFFERING)
ENGAGEMENT(EDUCATION &
UNDERSTANDING)
OPINION(“BRAND FOR ME”)
DECISION($)
B2C CONTENT MARKETING USAGE (BY TACTIC)
Source: 2013 B2C Content Marketing Benchmarks–North America: Content Marketing Institute/MarketingProfs
WHAT’S YOUR OPINION WORTH?
TO BE RELEVANT, BRANDS NEED TO BE
AUTHENTIC
An authentic brand experience builds credibility, helps establish an emotional
connection and influences decision-making.
FEATURES VS. BENEFITS
FEATURES VS. BENEFITS
BUILT-IN INFRARED-SENSOR PROVIDES A SELECTION OF TEMPERATURE SETTINGS ALLOWING FOR PRECISE TEMPERATURE CONTROL.
ELECTROSTATIC GLASS TOUCH TECHNOLOGY
ADVANCED ANTI-SLIPPING DESIGN.
HEATING EFFICIENCY: REDUCES UNNECESSARY POWER
CONSUMPTION
“A great alternative to gas cooking…”
“If you have small children, this cooktop is cool to the
touch…”
“For messy chefs like me, the fact that food doesn’t burn
onto the surface is important.”
“I love the look of this cooktop.”
“I can’t stop thinking in blue…”
FEATURES VS. BENEFITS
YOUR VOICE CAN BE AN IMPORTANT PART OF OUR CLIENT’S BRAND.
BRAND
INFLUENCER/BLOGGER
CONSUMER
YOUR CASEBUILDING
YOU ARE AN EXTENSION OF THE BRAND
Image Source: K-Studio, Shelly Klein
AUTHENTICITY IS KEY
Image Source: Roelpollen, Flickr
BALANCING AUTHENTICITY & SPONSORED CONTENT
Image Source: Touch ofModern.com, Crush Design Studio
SHOWCASE VALUE BEYOND YOUR BLOG
SHOWCASE VALUE BEYOND YOUR BLOG
WHAT METRICS ARE IMPORTANT?
REACH • Search authority • Unique Visits
AUDIENCE • Audience make-up• Time on site• Participation
(comments)
AUTHORITY• Social shares• Entries/Registrations• Clickthrough to site• Download Coupon/
Request Sample
TALK TO MANY TO REACH ONE.
TALK TO ONE TO REACH MANY.
Moz.com
1 2
3
4
CREATE CONTENT DISTRIBUTE THROUGH SOCIAL CHANNELS
PICKED UP BY AUDIENCE/INFLUENCERS
DRIVE BACK TO WEBSITETH
E D
IGIT
AL
EC
OS
YS
TEM
EDITORIAL: FOLLOW RELEVANT SEARCH KEYWORDS / TRENDS TO INFLUENCE YOUR CONTENT (www.google.com/trends)
TECHNICAL: INCORPORATE RELEVANT KEYWORDS IN BLOG TITLES AND URLS
CROSS-LINKING: BUILD RELATIONSHIPS WITH LIKE-MINDED PEOPLE AND BRANDS
SOCIAL ECOSYSYEM: CONTINUALLY DEVELOP AND MANAGE YOUR SOCIAL PRESENCE
BUILD YOUR ONLINE EMPIRE ECOSYSTEM
APPROACHHOW TOBRANDS
MAKE YOURSELF STAND OUT FROM THE CROWD
Image source: nowackresumes.com
LEVERAGE DIFFERENT MEDIUMS
BE UNIQUE MAKE IT PERSONAL TO YOU
BE UNIQUE, MAKE IT PERSONAL TO YOUR BLOG
Image source: 3tongallery.typepad.com
B2B
Image Source: marvelbuilding.com
TAKEAWAYSFIVE KEY
1. AUTHENTICITY IS KEY.
2. BELIEVE IN THE BRANDS YOU WORK WITH.
3. THE MOST IMPORTANT METRIC IS ACTION.
4. WHAT CAN YOU OFFER BEYOND THE BLOG?
5. IT IS A RELATIONSHIP! RELATIONSHIPS FAIL WHEN THEY BECOME TRANSACTIONAL.
& QUESTIONSTHANKS
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