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Black Dog Easy Evenings Blogathon
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Black Dog Easy Evenings
Blogathon
Hrish Thota
@dhempe
Tweet about our session using #SMWBangalore.
What is a Blogathon?
• Multiple blog posts
• Multiple days
• Multiple sub-topics under a main topic
• Multiple bloggers
• Assured prizes
• Time bound/ Campaign bound approach
Why Blogathon for a Brand?
• Brand building & awareness
• Crowd sourced content generation
• Maximum reach via top bloggers
• Helps in Search Engine Optimization
• Sense of honesty and transparency
• Increases trust and familiarity
Case Study: Black Dog Easy Evenings
Blogathon Objective:
Increase presence of Black Dog Easy
Evenings on Internet
Increase content on Internet of world class
events
Increase content on popular keywords selected
by Google Adwords
Leverage honest feedback from bloggers
Create personal connect with bloggers
Reach out to bloggers having more than
20,000 readers a month
Highlights of the
Blogathon 30 lifestyle bloggers
from across India with
maximum reach
30 blog posts in 30days
SMS/Email reminders
Bloggers were gratified
with gadgets
Top 10 bloggers
selected for 2nd stage
Popular Bloggers - Raksha
Popular Bloggers - Apurva
Popular Bloggers – Aravind B
K
Black Dog Blogathon - Metrics
Total Blog posts
860
Average Viewership
700-800
Total Reach
6 Lakhs Reach
Success of Blogathon
• Had 95% output (target – 70%)
• Bloggers used personal stories
• Bloggers doubled their visitors that month
• Search Engine results improved a lot
Challenges during Blogathon
• Plagiarism / Repetitive content
• Demotivation of bloggers
• Losing Interest
• Brands could be pushy
• Bloggers are NOT paid media