Edinburgh Social Media Meetup 20 June 2013Online PR and Blogger OutreachHugh Anderson & David Cumings
• Established in late2010• A technology company,but not run by techies• Scottish Enterprisebacked + one round ofseed investment• Simple, onlinemarketing analyticsproducts• Scalability to reach aglobal audience easilyand cheaply• Mantra: “Disrupt frombelow with simplicity”
• Measuring online PR(digital outreach),discovering onlinetarget audiences andmanaging the process• NOT social mediamonitoring• Focussed on bloggersand blogger outreach• Solving known pains :inability to measure/demonstrate value +high cost or highmanual intervention• Simple, user-friendly,compelling andaffordable• Full public betalaunched in February2013
Audience Participation 1• How many people in the room write a blog?• How many people in the room read blogs?• How many marketers are in the room?• Any experiences of digital/blogger outreach inthe room? Examples? Successes? Pains?
Why blogs matter: stats• 78% of internet users conduct product research online.• Greater than 70% of consumers state that blogs affected theirpurchasing decisions.• Trust in online customer opinions of 70%, vastly outstripstraditional media.• The average budget spent on company blogs & social mediahas nearly tripled in three years.• There are more than 180 million blogs globallySources: Hubspot, Econsultancy, eMarketer, Nielsen
Why blogs matter• Earned media = Trust• Consumer point of research• Engine that drives ideas on the Internet• The realm of experts• Panda/Penguin updates
Benefits of bloggeroutreach• Precise: rifle-shot target audience• Create loyal communities & brandadvocates• SEO performance• Measurable: campaign & business
Important points• Its about developing relationships• You need to be creating compelling content• Its a two way process• You have to have a lead capture strategy• It requires an investment of time & energy
Process 1: Objectives• Know your business objectives (how muchmoney do you want in the bank by what date)• e.g. generate £4K of sales for ‘Our DebutAlbum’ by the end of July 2013.• How many physical conversions does thistranslate into (total money needed / unit costprice = conversions required)• e.g. get 571 people to download ‘OurDebut Album’ by the end of July 2013.
Customers• Know your target customers• Who are the people who are going to deliverthe business objectives by actually spendingtheir cash?• Where do these people ‘hang out’ on theInternet?• Have some sort of a clue about why thisaudience is going to care about your offer
Find the influencers• Find the influential bloggers that your customersfollow• Estimate the visibility they might achieve for you• Big does not equal best; find the “magic middle”• Assess engagement and other factors
Audience Participation 2• Examples of outreach campaigns? Or businessdevelopment opportunities where bloggerscould be marketed to?• Where does the target audience ‘hang out’?• What do the target audience read about?
Reaching out• Be sane and be normal• Follow on Twitter• Read their blog• Retweet occasionally• Get to understand them• Comment sensibly once in a while• Behave like a friend• Keep a record of your level of interaction withthem
The content offer• Devise and create a compelling contentoffering that will appeal in the strongest termsto your audience (customers and influencers)• Teach, don’t sell• Educate, entertain, and be relevant• Think about the expertise you have and how itwill help your target audience.• Prepare a content strategy that includesanticipation• No spammy emails or press releases!
Types of content• Videos• Infographics• Ebooks• Interviews• Surveys• Event invitations• Samples• Etc.But, make it really genuinely useful.And make it compelling.
But, to re-emphasise, success is based ondeveloping relationships and putting effortinto making really useful contentNeither of these is too hard to achieve
Measurement• Weekly meeting (not sit down!)• Visibility achieved?• Engagement achieved with the offer?• Conversions to leads?• Are the numbers going up?• Discuss ideas to increase conversion• Assign actions to improve now before nextweek
Example• ‘The Best PracticeGuide for EffectiveBlogger Outreach’eBook• Released July 2012• 12 main influencers
Audience Participation 3• Experiences of measurement?• Anything beyond mentions (google alerts)?• What other metrics?• What other tools?• What client experiences/expectations?
In Conclusion• Embrace digital outreach - it’s here to stay;• Think strategic goals, not tactical gains;• Compelling content/story is key;• Be human - it’s about relationships;• Demonstrate value.
Hugh Anderson David Cumingshugh@forthmetrics.com firstname.lastname@example.org@hughforth @davidcumingsThank You!www.inkybee.comhttps://www.facebook.com/inkybee.outreach