Simple Steps for Building Blogger Relationships
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Transcript of 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
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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
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Have a Question? Need Help?
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Blogger Trends
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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
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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
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Blogging Landscape
- Diminished resources for mainstream media - Online publishing filling the gap - More appetite for opinionated
commentary
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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
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What Motivates Bloggers?
Motivators: - Personal satisfaction (value) - Number of unique visitors gained
(awareness) - Number of posts / comments on posts
(engagement)
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What in"uences blog topics?
- Conversations with friends - Online news aggregators - Traditional news organizations
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Building Blogger Relations
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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
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Increase Their Pro!le
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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
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Case Studies: Symbiotic Relationships in
the Blogosphere
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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
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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
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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
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How Bloggers View Nonpro!ts
“We are not your
foot soldiers.”
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Know Who You’re Talking To
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Consider Both Sides
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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
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Special Guest: Dave Roberts of Grist
@drgrist
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Moderators
Brendan McLaughlin [email protected]
Sian Wu [email protected] @sian_i_am, @ThatsSoEco
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Thank you.
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@twittername
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