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According to a recent study by BlogPulse, almost 1.5 million blogs are on the web and about 57,000 new blogs are created every day. Established bloggers are increasingly viewed as trusted information sources in part due to newsroom layoffs and diminished faith in traditional media outlets. Are you incorporating blogger outreach within your communications plans? Do you know how to approach bloggers and talk about your work in a way that helps them and you? If not, you'll want to view this presentation.
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www.resource-media.org
Rafi Ben Aharon
Bloggers & Nonpro!ts: Symbiotic Relationships
With Special Guest, David Roberts of Grist.org
December 14, 2011
About Resource Media
-‐ Communications Strategy
- Execution + Outreach
- Digital + Social Media
- Environmental + Health Policy Focus Health Focus
www.resource-media.org
What We’ll Cover Today
1. Blogger trends 2. Building blogger relationships 3. Starting the conversation 4. Case studies 5. How bloggers view non-profits 6. Special guest: David Roberts of
Grist.org
www.resource-media.org
Have a Question? Need Help?
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Blogger Trends
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Why Engage Bloggers?
- Alternate vehicle for reaching your audiences - Another channel for engaging your
supporters - Crisis management tool
Blogger Trends
- Still popular despite social media growth - Blogosphere is diversifying - Focus on political and environmental
issues - Bloggers are intrinsically motivated
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Who are Bloggers Today?
Demographics: - 2/3 male - 65% ages 18-44 - 33% US-based - 48% are parents (rise in mommy
bloggers) - 50% employed FT - 1/3 have a foundation in traditional
media
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Blogging Landscape
- Diminished resources for mainstream media - Online publishing filling the gap - More appetite for opinionated
commentary
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Blogger Trends in Social Media
Bloggers use social media to: - Promote blog content - Share interesting links with larger
community - Get updates on trends, buzz in area of
blog focus
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What Motivates Bloggers?
Motivators: - Personal satisfaction (value) - Number of unique visitors gained
(awareness) - Number of posts / comments on posts
(engagement)
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What in"uences blog topics?
- Conversations with friends - Online news aggregators - Traditional news organizations
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Building Blogger Relations
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Who’s Your Friend?
Who Should I Reach Out To?
Look at: - Who’s blogging on this already - Who has a community/following - Various authority levels
Getting to Know You
- Leave meaningful comments and re-tweet - Email or tweet ideas for future posts - Offer resources and assistance
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Increase Their Pro!le
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Starting the Conversation
Review Your Checklist
- Does your blogger outreach fit into a larger communications strategy? - Do you know who you want to reach
and why? - Do you know how to best reach them? - Is your issue something they’d be
interested in?
Review Your Checklist
- Does your blogger outreach fit into a larger communications strategy? - Do you know who you want to reach
and why? - Do you know how to best reach them? - Is your issue something they’d be
interested in?
Make Your Pitch
- Be brief - Make it easy for them - No press releases - Have a simple, high impact call to action - Get to know them
Know Alternate Routes
- Twitter - Facebook - Other blogs
www.resource-media.org
Case Studies: Symbiotic Relationships in
the Blogosphere
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Coordinating Blogger Support and Resources
Targeting Policy Makers on Energy Ef!ciency
- Research: Find blogs most influential with policy makers - Social media release and blog pitch - Blog content informs in the face of a
news blackout
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Building Buzz at the Local Level
- Built blog and Twitter buzz in advance of report release - Used relevant keywords - Used geographic-specific findings - Social media extends life span of media
story
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Common Threads
- Develop an outreach plan - Start with a good reputation/passionate
cause - Diversify your media outreach efforts - Know bloggers well - Make it easy for bloggers and tweeters - Track results - Provide regular updates
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How Bloggers View Nonpro!ts
“We are not your
foot soldiers.”
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Know Who You’re Talking To
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Consider Both Sides
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What’s Your Brand?
What Have You Done Lately?
- Clarify your mission succinctly - Update on real progress - Talk about specific programs and
successes - It takes a village
Takeaways
- Blogs can micro-target an audience that cares - Cultivate relationships before you need them - Know bloggers well and how they perceive you - Attribute and share blog content - Keep in mind “what’s in it for them” - Become a valuable resource
www.resource-media.org
Special Guest: Dave Roberts of Grist
@drgrist
www.resource-media.org
Moderators
Brendan McLaughlin brendan@resource-media.org
Sian Wu sian@resource-media.org @sian_i_am, @ThatsSoEco
www.resource-media.org
Thank you.
www.resource-media.org
@twittername
#Rmhashtag
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