how to engage bloggers
DESCRIPTION
This is a series of blogger engagement case studies -- and learnings -- that I shared with the attendees of DMAW's Social Media Day. I focused on Twitter placements, creating good assets like the C-SPAN Convention & Debate Hubs, Save the Children's "Mission: Pneumonia" and Tropicana's "An Orange America" (all of which were concepted by New Media Strategies in conjunction with design / development agency JESS3).Event: DMAW Social Media DayPanel: "Blogger PR: The Dos and Don’ts, Success Stories & Pitfalls"Date: 11.5.09Host: Direct Marketing Association of Washington (DMAW)Panelists:- Leslie Bradshaw, New Media Strategies- Danielle Brigida, National Wildlife Federation- Dan Riehl, RiehlWorldViewTRANSCRIPT
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Prepared for:Direct Marketing Association of Washington Social Media Day – Washington, DC| November 5, 2009
Developed by:Leslie Bradshaw
Director of Engagement | New Media Strategies
Consider Your AssetsOr
Twitter Placement is the New Blog HitOr
Get Integrated, Start Hustling
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TWITTER: The mechanism and the medium
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John Mayer: 2,555,886 followers
Learning: Twitter garners views, expedites high-profile contact
Ann Curry: 813,412 followers
Ev Williams: 1,176,039 followers (23k 11/4/08)
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Learning: Twitter can help accelerate contact (but needs content + support)
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C-SPAN: Tactics, Strategies & Learnings
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Created innovative online platforms for users to be informed and connected
Learning: Create a meaningful asset; use open source, elegant design
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Worked with the Twitter community to brand hashtags #DNC08, #RNC08, #debate08 & assisted with others
Learning: Engage via Twitter, know the lingo
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Engaged bloggers and Twitter users through links, emails, phone call interviews, tweets and on-air mentions
Learning: Go multi-medium; include reciprocity
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Secured top placements on tech, media and political blogs
Learning: Be inclusive, be strategic, be multi-partisan
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Ran timed, targeted Blogads
Learning: Know where your audience is and what / when they are looking
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C-SPAN: Results
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Nominated for a 2009 Webby
NMS helped secure 300+ blog placements; 600+ inbound links; millions of online views; thousands of tweets
C-SPAN transformed their image in the eyes of online influencers and tech communities
C-SPAN reengaged their core political audience through embeddable video and blogger link-backs
C-SPAN exchanged their limited advertising budget for social capital, search engine optimization (SEO), brand awareness and historical, lasting resources
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Intel / ISEF: Tactics, Strategies & Learnings
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Invited bloggers onsite; press pass + accommodations
Included varied verticals (policy, environmental, parenting, political – left, political – right, science, tech, education)
Encouraged documentation via video, audio, photo
Prepared fliers with “digital deets” (links, hashtags, etc.)
Learning: Research, include, integrate
Evaluated previous interest, identified new opportunities
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Intel / ISEF: Results
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Tropicana: Election 2008 & AnOrangeAmerica.com
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Learning: Create value for the community, don’t make it about you
“ This has got to be the coolest data visualization I've seen yet coming out of the Twitterverse. It's also one of the smartest product placement moves I've ever seen a traditional company do online.” - Micah Sifry, Founder techPresident
“It’s hypnotic, in that high-nerd kind of way…. an aggressively unexpected branding venture for an orange juice company…. Viewed holistically, An Orange America conveys the impression that Tropicana is alert, progressive and in touch with emerging cultural forces.” - Craig Stoltz, Web 2.Oh Really
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Learning: Be diverse and creative in your outreach; link-love is divine
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Contact & Credits
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Links & Credits
project:
agencies:
client:
agency:
URL: URL:
client:
project:
http://missionpneumonia.org/ http://r-word.org/
project:
client:
URLs:
agencies:
http://dnc08.c-span.org
http://rnc08.c-span.org
http://debatehub.c-span.org
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Links & Credits, cont’d
project:
agencies:
client:
agencies:
URL: URL:
client:
project:
http://AnOrangeAmerica.com/http://InspiredByEducation.com/
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Leslie A. Bradshaw
Email: [email protected]
Longer form writings, thoughts: http://lesliebradshaw.com
In the moment: http://twitter.com/LeslieBradshaw
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Digital CV: http://LinkedIn.com/in/LeslieBradshaw
Industry PowerPoints: http://slideshare.net/LeslieAnn44
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