Download pdf - Simple Steps for Building Blogger Relationships

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


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


Have a Question? Need Help?


Blogger Trends


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


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


Blogging Landscape

- Diminished resources for mainstream media - Online publishing filling the gap - More appetite for opinionated

commentary


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


What Motivates Bloggers?

Motivators: - Personal satisfaction (value) - Number of unique visitors gained

(awareness) - Number of posts / comments on posts

(engagement)


What in"uences blog topics?

- Conversations with friends - Online news aggregators - Traditional news organizations


Building Blogger Relations


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


Increase Their Pro!le


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


Case Studies: Symbiotic Relationships in

the Blogosphere


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


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


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


How Bloggers View Nonpro!ts

“We are not your

foot soldiers.”


Know Who You’re Talking To


Consider Both Sides


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


Special Guest: Dave Roberts of Grist

@drgrist


Moderators

Brendan McLaughlin [email protected]

Sian Wu [email protected] @sian_i_am, @ThatsSoEco


Thank you.


@twittername

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