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2012 Digital Non-Conference panel presentation. Panelists include Kevin Dugan, Taylor Wiegert, Shannan Boyer, Erin Flynn and Debba Haupert.
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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