Embed Size (px)
DESCRIPTION
Fanscape, along with the Word of Mouth Marketing Association (WOMMA), have published the following white paper highlighting the best practices when it comes to connecting with and engaging a blogger.
Citation preview
Pitching to Bloggersa fanscape and womma white paper
g ggA Best Practices Guide
WO
MM
AW
hit
e P
aper
2
Overview
gers
A
FA
NS
CA
PE
and
W
The relationship between leader and follower is nothing new. With the advent of the online space and the growth of online communities, traditional “leaders” have taken the form of bloggers in the
Pit
chin
g t
o B
logg leaders have taken the form of bloggers in the
ever-expanding and constantly changing blogosphere. Bloggers, the internet’s answer to marketing’s “influencers,” are important tools in an age where more than two-thirds (68%) of online Americans visit blogs, online communities or social networks. Of those respondents, 47% said that blogs, communities and social networks have influenced their decision to purchase particular brands or services to at least some extent 1.brands or services to at least some extent .
Developing a good relationship with a blogger can mean the difference between getting a targeted message to your intended audience and having it it d i th i i b Th t di i tsit unopened in their inbox. Thus, to disseminate
information to evermore skeptical bloggers, it is important to understand how to communicate with them effectively. The following pages detail how to best communicate with bloggers in a series of ggsteps: identifying the differences between types of media influencers, measuring their influence and creating partnerships.
1 Insight Report from MarketTools, August/September 2008
WO
MM
A W
hit
e P
aper
3
Identifying Influencers
A media influencer is defined as an online journalist, blogger and/or
gers
A
FA
NS
CA
PE
and W
j , ggwebsite with significant clout and influence over their readership. There are two types of media influencers that should be focused on: the active blogger and the influential blogger. Understanding the differences between the two is important because it can determine the efficacy of an entire marketing campaign.
The Active Blogger
Pit
chin
g t
o B
logg The Active Blogger
Although it seems self-explanatory, an active blogger is a blogger that is very active in the blogging community as shown though consistent posting and participation in a particular niche. An active blogger desires an active audience that also regularly posts comments on their material. However, the active blogger’s power is limited in comparison to the influential blogger’s by sheer size and by the fact that their audience does not always take action at the blogger’s request or inferencenot always take action at the blogger s request or inference.
The Influential BloggerAn influential blogger, unlike an active blogger, has a very wide scope and accompanying power in the blogosphere. They have a large audience that is willing to consider anything that they promote. While an active blogger is present in a niche community, the influential blogger is considered a tastemaker that is knowledgeable about several mainstream topicstastemaker that is knowledgeable about several mainstream topics.
Telling the DifferenceAn important way to distinguish and understand the potential hurdles related to each subset of bloggers is to remember that one is micro, while the other is macro. An active blogger’s audience is in an inherently smaller niche community where the readers usually identify worthy news and pass it on The relationship has much more give and take andand pass it on. The relationship has much more give and take, and consists of a highly focused group of individuals with a similar interest. An influential blogger, meanwhile, personally creates what is new and their community follows them. Thus, while the influential blogger’s community is much larger, it often lacks the centralized focus that leads to communities where both blogger and reader are very knowledgeable on the subject.
Active bloggers post frequently to a limited audience. Influential bloggers are tastemakers
who have significant power in the blogosphere.
WO
MM
AW
hit
e P
aper
4
Measuring Influence
S
gers
A
FA
NS
CA
PE
and
W Since the scope of each blogger’s reach differs greatly, it is important to be able to measure their influence. Influencers can be gauged in a number of different ways, including:
Connections: members, followers, friends, visitors, etc. to the blogger’s site. This is the essential catch-all that quantifies the total amount of people that the blogger reaches; it does not, however, take into account each
Pit
chin
g t
o B
logg
unique visit to the blog (defined as traffic).
Traffic: this term is related to connections but differs in the fact that certain members of the site might visit the blog multiple times a day, while some only once, or others only a couple of times a week. It quantifies the amount of unique visits the blogger has each day, not the amount of individuals he or she actually reaches.y
Visitors/Fans
Blogger Blogroll/LinksSocial Media
Properties
Links: Blogrolls, direct links and permanent mentions of a certain influencer.
Imitators
Properties
Links show the pervasiveness of the blogger in other media sources and on other sites.
Engagement: average time spent on the influencer’s site and total interactions on the site (including comments, views, plays, ratings). This term also can include the actual blogger and how much updating he or she does to the site (which, in turn, should lead to more user engagement.)
Imitation: the influencer’s actions are mimicked or repeated by a reader at the influencer’s request (visitor posts the video an influencer has posted; user clicks a link the influencer has asked them to click). An example of this would be a user of a certain blog site taking a video link from the blog and putting it on their own social media property, such as Facebook.
Recommendation: word of mouth allows the influencer’s message to be spread from one user to another (sharing, retweeting, linking). This is the viral dissemination of a blogger’s message from person to person without the blogger’s direct influence.
WO
MM
A W
hit
e P
aper
5
Creating Partnerships
gers
A
FA
NS
CA
PE
and W At Fanscape we define blog partnerships as coordinating with an influential
blog to set up a partnership for the purposes of driving traffic, getting reader feedback, generating video views, etc. Forming a partnership between marketer and blogger is beneficial for both parties. By targeting a blogger as a social influencer and crafting the appropriate communication, the blogger can get new or newsworthy information to their readers while the marketer spreads the intended message to their target.
Pit
chin
g t
o B
logg
Blog partnerships rarely require just pitching. They are carefully formed over time and require persistent communication and sincere interest. Chris Brogan, a popular blogger and President of New Media Labs, recently wrote, “The trick is not to talk about your stuff. You should have started this outreach weeks and weeks before ever needing anything, and it should be genuine.” To create and further cement a strong partnership between g g p pmarketer and blogger, follow these six steps:
Research – It is essential that the most appropriate influencers are contacted to get your message out and circulating. Reading blogs, user comments and researching the blogger’s biography are all tools that help to better
d t d th bl ’ b d t t di1 understand the blog’s members and target audience. Broadening the scope beyond the blogger’s main site and incorporating all of their social media properties can help clarify not only which bloggers are best for the campaign, but also get your message in front of even more people.
Relevance – If the message you are trying to pitch to a blogger
1does not match the vibe of the site, then they probably won’t care and your message will be lost in the shuffle. Crafting messages that are specifically tailored to an individual blog will greatly improve their chances of peaking the interest of the blogger, and getting published on the site. Researching the past posts of the blogger and his followers can give a better picture of what the site is about and what issues people are concerned
2
“The trick is not to talk about your stuff. You should have started this outreach weeks and weeks before you ever needed anything, and it should be
i ” Ch i B
about.
genuine.” – Chris Brogan
WO
MM
AW
hit
e P
aper
6
Strengthening the Relationship
gers
A
FA
NS
CA
PE
and
W
Bloggers Are Not Traditional Journalists – Even if the message you are pitching seems interesting to you, there is no guarantee that the blogger will find the message newsworthy. For the most part, bloggers act alone. This means there are no other staff members or writers to upload a greater variety of opinions or content. Respect th i h d l d th i t t d t t th h
3
Pit
chin
g t
o B
logg
Connect – Utilize all avenues available to get in contact and intrigue the blogger. Social media tools, like Facebook and Twitter, can make connecting with a blogger much easier and more personal. You will not be taken seriously without
their schedules, read their content and contact them when they want to be contacted.
4p yfirst establishing these initial connections, so make them early and make them often.
Follow Up – Bloggers are real people who are very busy and often have full-time jobs in addition to their blog. Making yourself stand out to the blogger by sending a
4
5 g y gg y gfollow up note could be all it takes for your message to potentially skip many others waiting for approval.
Stay Engaged – Once the conventional pitching is done, go back into the space and respond to people talking about your message. It will leave a greater impression on the
5
6audience of the particular blog and show the blogger you appreciate their efforts.
6
WO
MM
A W
hit
e P
aper
7
Ensuring Credibility
gers
A
FA
NS
CA
PE
and W As bloggers grow to reach larger audiences, they gain greater power of
influence with every click and comment. The underlying factor of a blogger’s influence is the credibility they have with their readers. However, a blogger’s credibility can be undermined if they come across as “shills” when promoting specific products and services to their readers.
To ensure the honesty of their opinion, a blogger must disclose if they’ve
Pit
chin
g t
o B
logg
received “material compensation” (defined as: sample products, special gifts, and or other perks) from a marketer as encouragement to share a recommendation or a review with their readers.
This act of disclosure protects both readers and marketers because it assures readers that a blogger’s recommendations and reviews are trustworthy. And, it offers marketers a proven way to reach audiences with y p ycredible information.
The matter of disclosure is vital because word of mouth recommendations work best when they are 100% credible. It’s also vital because the Federal Trade Commission (FTC) now understands the power bloggers have in influencing consumer purchase decisions.
As of December 2009, the FTC has updated its guidelines on endorsements used in advertising to reflect the rising prominence of social media marketing. These updated guidelines make it very clear—bloggers must disclose any “material compensation” they have received from marketers when recommending or reviewing products and services online.
Material compensation includes: free products, coupons and discounts, money or cash equivalents, sponsorships, revenue from links, partnerships with other sites, services performed for free, promises for future consideration and pretty much anything elsefuture consideration, and pretty much anything else
that has value and was received at no cost.
WO
MM
AW
hit
e P
aper
8
Proper Disclosure
gers
A
FA
NS
CA
PE
and
W
Proper disclosure is easy for a blogger to do on a post. Simply writing, “I received [insert product name] from [insert company name] and here is my opinion...” is all the disclosure needed to ensure credibility within a blog post. For extra assurance, adhere to the following elements of a good disclosure:
Pit
chin
g t
o B
logg
1. Speak to the occasion (the circumstances)2. Say a little something about your blog and what
kind of blogger you are (credibility, authenticity)3 Comment on your personal ethics (trust3. Comment on your personal ethics (trust,
integrity)4. Explain the benefit(s) received or how you make
money (honesty, transparency)5. Post in a clear and direct manner (awareness)
Marketers have responsibilities to ensure disclosure happens. First, marketers must require disclosure with the bloggers they work with on marketing partnerships Second marketers m st monitor their partnershipsmarketing partnerships. Second, marketers must monitor their partnerships to ensure disclosure is occurring. Third, if the bloggers that marketers have partnered with routinely fail to disclose receiving “material compensation,” marketers should strongly reconsider working with those bloggers.
Honesty leads to credibility, which builds trustworthiness. When bloggers are honest to their readership about their relationships with marketers and honest i h i th i t i i li d ill ti t t t i thin sharing their true opinions online, readers will continue to trust in the tastemaker status of an influential blogger.
For more specific information on the issue of disclosure and for best practice guidance in all social media channels (including Twitter and Facebook), refer to the WOMMA Guide to Disclosure in Social Media Marketing.
WO
MM
A W
hit
e P
aper
9
Conclusion
gers
A
FA
NS
CA
PE
and W
Bloggers have become an increasingly important marketing avenue. The trust and endorsement that can be developed by these digital influencers builds the kind
Pit
chin
g t
o B
logg
of connected audience that companies crave. That is why doing your homework is imperative to creating a lasting blog partnership.
F ll i th f ti d d i l d t t lFollowing the aforementioned advice can lead to not only one targeted message getting exposure, but many more in the future. If the blogger feels that you actually researched their blog and tailored your message to them, then your efforts should be considered a success. Often ythis will translate into the message garnering more praise or higher placement by the blogger. Don’t think of bloggers as storytellers, think of them as storysellers.
Many bloggers are leaders in the online space. They are constantly striving to expand their reach and grow their knowledge. They influence many but are influenced by few; pitches to bloggers must be carefully researched and crafted in order to stand out Give bloggers the respectcrafted in order to stand out. Give bloggers the respect the deserve for the attention they create.
WO
MM
AW
hit
e P
aper
10
About
gers
A
FA
NS
CA
PE
and
W About
Fanscape is the leading Social Media Marketing Agency with
Pit
chin
g t
o B
logg g g g y
twelve years of experience helping clients reach and activate consumers to foster targeted and engaging marketing through online and emerging media. Fanscape’s online influencer marketing experts have in-depth understanding of niche audiences and consumer behaviors across the Web.
We provide highly measurable, earned media strategies for major corporations and leading entertainment, technology and mobile companies. Our mission is to lead the field of Digital Word of Mouth Marketing keep developing innovative and creativeMouth Marketing, keep developing innovative and creative methods of inspiring WOM conversations, foster positive sentiment for our clients, provide detailed measurement and analysis, generate the highest Return on Investment (ROI) possible and to listen, educate and activate consumers. This results in forging trusted relationships between our clients and theirforging trusted relationships between our clients and their customers.
For additional information, visit www.fanscape.com, our blog www.digitallyapproved.com and follow us on Twitter @Fanscape.
Contact us:Fanscape, [email protected]
WO
MM
A W
hit
e P
aper
11
About
gers
A
FA
NS
CA
PE
and W About
Pit
chin
g t
o B
logg
The Word of Mouth Marketing Association (WOMMA) is the leading trade association in the marketing and advertising industries that focuses on word of mouth, consumer-generated and social media platforms -- or marketing techniques that include buzz, viral, community, and influencer marketing, as well as brand , , y, g,blogging. The organization is committed to developing and maintaining appropriate ethical standards for marketers and advertisers engaging in such marketing practices, identifying meaningful measurement standards for such marketing practices, and defining “best practices” for the industryand defining best practices for the industry.
Founded in 2005, WOMMA members include marketers and brands that use word-of-mouth marketing to reinforce their core customers and to reach out to new consumers, agencies that deliver word of mouth services and technologies researchers thatdeliver word-of-mouth services and technologies, researchers that track the word-of-mouth experience and offline and online practitioners.
To learn more, visit www.WOMMA.org and follow us on Twitter @WOMMA@WOMMA.
