5 Things You're Probably Doing Wrong Working With Bloggers

1. 2. 3. 5.4.

ERICA EHM // PUBLISHER, CREATOR, @YUMMYMUMMYCLUB SHOCKING TRUTHS REVEALED

I’m the publisher and creator of YMC —THE online destination for Canadian women with kids.

I started YMC 8 years ago.

The YMC network of bloggers and influencers reaches 5 million people every month.

I know bloggers.

“OUR SOURCES AREWHEREVER MOMS ARE”- YUMMYMUMMYCLUB.CA

I went to our #YMCCommunity of influencers and asked THEM what you're doing wrong.

CAUGHT IN THE ACT!STRAIGHT FROM THE SOURCE

THINK YOU KNOW BLOGGERS? YOU SHOULD KNOW EVERYONE ON THIS PAGE.

1.PRESS RELEASESCANDAL

1.Know your blogger and their content.• What’s their blog about?• What is their background? Are they married? Where

do they live? Do they have kids? Do they have pets? Nut allergies? Hardcore likes or dislikes? Bottom-line beliefs?

• Um… what’s their name?

IF YOU CAN’T ANSWER THESE QUESTIONS, DON’T SEND A RELEASE

1.

• Stop with the “hey there” and “dear <insert name>”• Stop sending the wrong people the wrong releases• Understand how your brand fits with the voice,

content, and audience of your chosen blogger(s)

2.

STARTLING DISCOVERY—“SIZE ISN’T EVERYTHING”SOURCES SAY

Influencers with large followings may look good for reach, but… • Can they write a proper sentence?• Is their content original?• Are their posts helpful? Relatable? Shareable? • Are they actually the best fit for your brand?• Are they really engaging with their audience?

2.

MARKETING ADMITS —“I’VE BEEN SEDUCED BY NUMBERS! ”

3.

THIS JUST IN! YOU GETWHAT YOUPAY FOR Blogging is an actual profession. True story.

• If you book a blogger you better have a budget• Bloggers are your copywriters, freelance writers and

journalists, speakers, hosts, and brand ambassadors• Value your bloggers and pay for every part of their

involvement – from pitch to reporting

• Compensation should also include accommodations, transportation, and other – if not all related expenses.

3.EXPOSED—PERKS ARE NOTCURRENCY

…

Campaigns don’t manage themselves• Did you discuss reporting? • What kind? Click thru’s? Page views? Retweets?

Repins? Likes? Shares? Impressions? • Does the blogger have a reporting template?• Will they be providing you with screenshots?• Do they have vetted ‘rules and regs’ for contests?• Do you?

4.“BUT I DIDN’T KNOW!”MARKETINGMANAGEMENTMAYHEM

4.Not going to do your job? You’ll attract bloggers who...• Share and RT without ever having clicking a link or

vetting an article • Fake stats• Copy and paste your press release with out really

engaging with brand

“THEY’RE FAKE?!”WORKING WITH SHMOS INSTEAD OF THE PROS

Trade love’em and leave’em one-off campaigns for long term engagement.• Don't just use bloggers for quick one off

campaigns • Develop a strategy for how you want to

leverage their skills, their unique voice, klout and reach

• Create long term initiatives and develop working relationships

5.RELATIONSHIPS HEATING UP —“IS IT FOR KEEPS?”

#PGMoms #streamteam #YMCBabyandMe

What you SHOULD be doing with bloggers:• Research your bloggers• Quality over quantity• Pay your bloggers• Outline your KPIs• Get post-program reports• Build long term relationships

5.MYSTERY SOLVED—“BLOGGERS BRING IT.”

“I’VE KNOWNFROM THEBEGINNING”SAYS MEDIA MAVEN

Erica EhmPublisher, Yummymummyclub.ca

erica@yummymummyclub.ca

@yummymummyclub