Presentation delivered at Dx3 Conference & Tradeshow on January 24, 2012, examining the problems with the blogger outreach process and proposing a new model of interaction.
3. Why are we here?
For years, the media environment was clear & structured.
We knew who the media influencers were. We knew where
they worked. We knew how to reach them.
Then social media came along, and the game changed.
3
7. How Not To Work With A Blogger
Step 1: Blogger receives irrelevant pitch.
“The Kardashian’s once again show they are right on trend, and this is on
(sic) Mommy’s are all going to want to follow.”
7
8. How Not To Work With A Blogger
Step 1: Blogger receives irrelevant pitch.
Step 2: Blogger sends polite response humorous blowoff.
“And here’s a picture of Wil Wheaton collating.”
8
9. How Not To Work With A Blogger
Step 1: Blogger receives irrelevant pitch.
Step 2: Blogger sends humorous blowoff.
Step 3: PR rep’s boss mis-clicks Reply All.
”What a f***ing b***h!”
9
10. How Not To Work With A Blogger
Step 1: Blogger receives irrelevant pitch.
Step 2: Blogger sends humorous blowoff.
Step 3: PR rep’s boss mis-clicks Reply All.
Step 4: Blogger is… less than impressed.
“If you’ve read my blog you would know [… the importance of] public
relations companies doing research before sending form letters to
bloggers. […] So much so that I made that actual Wil Wheaton collating
paper page to combat this very sort of thing in a quick and painless way.
My blog has nothing to do with fashion, the Kardashians or pantyhose…
10
11. How Not To Work With A Blogger
Step 1: Blogger receives irrelevant pitch.
Step 2: Blogger sends humorous blowoff.
Step 3: PR rep’s boss mis-clicks Reply All.
Step 4: Blogger is… less than impressed.
Step 5: Boss stands by his words.
“…maybe you should be flattered that you are even viewed relevant
enough to be pitched at all…”
11
12. How Not To Work With A Blogger
Step 1: Blogger receives irrelevant pitch.
Step 2: Blogger sends humorous blowoff.
Step 3: PR rep’s boss mis-clicks Reply All.
Step 4: Blogger is… less than impressed.
Step 5: Boss stands by his words.
Step 6: Village burning ensues.
12
14. Lessons to Learn
Think twice when targeting your pitches.
Do your research before sending... or better yet, get to
know the blogger.
They’re not “just a blogger” – they’re influencers.
Don’t go tit for tat with influencers.
BONUS: “Reply All” is bad.
We need to get better at this.
14
16. Our Agenda
PROBLEM: What’s wrong with blogger relations
SOLUTION: A better model for interaction
THE FLIP SIDE: From the blogger’s perspective
BONUS: The Paid/Unpaid Blogger Conundrum
16
18. How Blogger Relations Often “Works”
1. Plan calls for program or product pitches
2. Company pulls list from database
3. Manager hands list to entry-level
person and says “pitch this”
4. Blogger gets bcc’d or unpersonalized pitch
18
19. Problems With “The Norm”
The most inexperienced people do the outreach
No relationships built with the influencers
Irrelevant pitches irritate recipients
Standard pitch lists often out-of-date and generic
Poor results; irritated bloggers
19
22. LEAF: A Better Model for Interactions
Listen
Follow-
Engage
up
Activate
22
23. Relationships Are Key
Know the blogger’s interests
Know the triggers and the pain points
Know how (and if) they like to be approached
Know how to tailor the pitch
23
24. Value of Relationships
Poorly-Handled Blogger Relations
True Relationship Value Growth
24
25. LEAF: A New Model for Interactions
Listen
Follow-
Engage
up
Activate
25
26. Authority
The degree to which
an individual is an
accepted or trusted
source of information.
26
27. Context
The significance of
the individual in
relation to the issue,
product or
stakeholder group.
27
28. Engagement
The degree and
depth to which the
individual and their
audience interact with
one another.
Source: xkcd.com 28
29. Reach
The highest number
of people that
reasonably could see
the content produced
by the individual.
29
31. LEAF: A New Model for Interactions
Listen
Follow-
Engage
up
Activate
31
32. Building Relationships
“Hi, I’m Dave”
Comment on posts
Events – yours and others
Sharing interesting news
Conversation
Do things that aren’t just work
32
33. LEAF: A New Model for Interactions
Listen
Follow-
Engage
up
Activate
33
34. Objectives
Generate awareness Form or change an opinion
Product launch Drive action
Education Establish or regain trust
Influence the
Community or channel
influencers
growth
Establish need/want
Create a positive
association
Product or service
comparison
34
35. Audience Selection
Risky Consider these too!
Influencers / People who
advocates the client really care about
wants to reach your topic
Sweet spot
35
36. Preparing Perfect Pitches
Know what they write about
Know where they live
Remember their name
Write to them personally
Think about what’s in it for them
Forget that “BCC” exists
36
37. LEAF: A New Model for Interactions
Listen
Follow-
Engage
up
Activate
37
38. Following-up with Bloggers
Engage with them and their readers
Answer questions
Correct mis-information
Get feedback
Say “thank you”
Amplify their posts
Syndicate (with permission)
Rinse and repeat, i.e. KEEP building a relationship, not
just when you need it
38
40. Challenges for Bloggers
Why should I bother to build a
relationship with PR agencies?
Who should I build relationships
with?
How should I go about building
those relationships?
40
41. Why to strive to add value
Everyone looks good – win/win!
People want to work with you
Life is easier for everyone
before/during/after campaign
Agencies more likely promote you
organically to other connections
41
42. Don’t Press the Big Red Button
Don’t waste your time trying to educate
every agency that reaches out
When an agency does it right, take baby
steps to be human as well
When an agency tries to do it right, take the
time to begin investing in the relationship
42
43. 6 Tips for Working With Agencies
1. Be proactive if you want to receive outreach
2. Consider publishing pitching guidelines
3. Make connections in your area of interest
4. Think creatively, beyond the initial ask
5. Show the return
6. Be nice, professional, courteous even
when things don’t go your way
43
46. BONUS: The Paid/Unpaid Conundrum
“Journalists get paid to write stories. I
have an audience too, so why
shouldn’t I get paid?”
46
47. Should PR Agencies Pay Bloggers?
Remember: PR agencies don’t pay
journalists; the outlet does
Earned media/paid media – there’s a
difference
Going after money is a slippery slope
Maybe we need a new model – of more
than transactions (sound familiar?)
47