building effective blogger relationships: a 12 month plan
DESCRIPTION
Bloggers can offer statistics that journalists and traditional media can't - page views, unique visitors, reach for Facebook posts, YouTube views and more. Not only that, but they can offer them at different stages over a 12 month period, once the content is 'evergreen'. But not many brands are looking for right statistics. This presentation shows travel brands how to build the perfect brand-blogger relationship, from the stages of finding the right bloggers to work with, to 12 months after the blogger has used a brand's product/stayed in their property/visited a destination. The presentation includes: - How to find the right bloggers - How to show ROI up to 12 months after collaborating - How to make sure bloggers share content the right way on the different social channels - How to track reach across different social channels - Google Plus, Instagram, Facebook, Twitter, Blog - How to decipher whether a brand-blogger relationship should be a once-off collaboration or a longer one - How to be innovative with bloggers - Much more...TRANSCRIPT
Building Effective Blogger Relationships – a 12 month planColm Hanratty
Founder
sixtwo digital
@colmhanratty
About me…
About me…
Colmmmmmm
About me…
About me…
About me…
A bit more about me…
6th TBEX…but almost fell out with TBEX
How does this have any relevance?
…working with travel bloggers is about building relationships
About me…
A bit more about me…
A bit more about me…
About more me…
Travel bloggers can give you stats these guys can’t…
In this session…
Why work with bloggers? Where to find them? Things to finalise before getting into a
conversation Getting in contact / being contacted Promoting the content Getting the right metrics Ensuring longevity …much more
Step 1 – Deciding why you want to work with bloggers
Why work with bloggers…
1/2/3 bloggers with lots of traffic / large social following
Or
More bloggers with good traffic / social following
Looking for traffic or brand awareness…
How many bloggers are you going to work with? What budget do you have? How long will the campaign run for?
Then…
Choose your bloggers wisely – make sure they match the campaign you’re working on and will meet your objectives
Working with bloggers on campaigns…
Working with bloggers because of their skillset…
Is this just a freelancing job?
Working with bloggers because of where they’ve been to…
Step 2 – Finding the bloggers
Where to find travel bloggers?
Where to find travel bloggers?
Trade shows
Where to find travel bloggers?
Where to find travel bloggers?
Top 100 lists
Twitter chats
Where to find travel bloggers?
Blogger collectives…
Are they part of a blogger collective…
(Which made the homepage BTW)
Step 3 – Things to finalise
Things to finalise…
Who owns the content?
What budget do you have?
Sponsored posts
Travel expenses
Monthly retainers
Flat fees
?
‘Exposure’ / Brand affiliation
Monetary compensation
Free travel, accommodation, equipment etc
Step 4a – Getting in contact
What is it for? What do you expect? Do you have budget? What is your budget? What can you give? Is it a one off? Are you looking for
an ongoing relationship?
Step 4b –Being contacted
Who have they worked with?
What’s their writing like? Do they match the brand
or are they simply looking for a freebie?
Is the connection ‘you’? Do they have a press kit? If they don’t, are they
forthcoming with their statistics?
Step 5 –What to write about?
Try to make the content evergreen…(and here’s why)
Met in Vancouver at TBEX – agreed to write a post
Originally declined offer to write a guest post for the Hostelworld blog
Originally posted in 2011 (check the comments)
If it isn’t good…don’t publish it
Step 6 –Try to be innovative
Try to be innovative
Step 7 –Promoting the content
Agree on who is sharing what, and where, down to the very last tweet
Make sure to share where you say you will
Make sure bloggers share where they say they will
Check!
Step 8 –Crisis management
What to do in a crisis?
“Please can you organise nine stays for me in the Balkans?”
“Great! There’s only one hostel I’d like to single out – you choose the rest.”
Step 9 –Getting the right metrics
Page views / unique visitors for blog – great. Page views / unique visitors to post mentioning your brand/product etc…better!
Trackable links on the post – bit.ly etc for clickthroughs, links with parameters for conversions
How long are they spending on the post? Where is the traffic coming from?
Reach for the post Engagement for the post Monitor your organic likes
the day the post is shared ‘Consumers’ and
‘Consumptions’
Stats from analytics.twitter.com, not Tweetreach
Are you using a unique hashtag?
Link? Image?
Steps 10 & 11 – Look for metrics again in 6 and 12 months
Step 12 –Repeat?
Ask yourself…
Were my objectives met?
Have you seen a Return On Investment?
Are you going to continue your campaign(s)?
Do you want to continue working with multiple bloggers, or just a select few?
Key takeaways
Know why you want to work with bloggers, then pick the right ones
Be genuine
Be transparent
Look for the right metrics
…look for them again 6 and 12 months later
Build relationships
