influencer & bloggers · • +75k social media followers. 4 erica tannen | founder, the e-list...
TRANSCRIPT
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How to Turn Bloggers & Influencers into Allies
Alycia ChrosniakCTEatsOut
ShawnaGaleOutandAboutMom
EricaTannenTheE-List
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HowtoTurnBloggersandInfluencersintoAllies
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Alycia Chrosniak |Founder,CTEatsOut
• Showcase the best of Connecticut’s restaurants, farms, food trucks, purveyors, vineyards and breweries
• Contributed articles, food styling, photography and recipe development to brands such as Travel + Leisure, Food52, Boston.com, Hartford.com, and Seasons Magazine
• +75k social media followers
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EricaTannen |Founder,TheE-List
• A weekly newsletter about the best of the CT Shoreline
• Announce the sales and events that matter, the must-have items of the season, and tells you where to eat and what to do this weekend
• Online community goes offline for signature events: annual Insane Insidewalk Sale, Girls’ Nights Out
• +12.9k social media followers, +23k email subscribers
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ShawnaGale|Co-founder,OutandAboutMom
• Provides ideas for family-friendly outings in and around Connecticut: where to go, what to bring and what to expect
• Partnered with the New Britain Museum of American Art, The Bushnell, Lake Compounce, and the Essex Stream Train & Riverboat
• Featured on Better Connecticut, Country 92.5, and The Weather Channel
• +11.4k social media follower
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Whatareyoulookingforwhenpartneringwith
anorganization?
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WhatAreYouLookingFor?
• Images• Flexibility• Information• A unique angle• Must appeal to my audience• An authentic experience
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Whatcanorganizationsdotomakethemostofworkingwithablogger/influencer?
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WhatAreYouLookingFor?
• Sharing content• Social media takeover• Request evergreen content• Sharing hashtags & handles• Amplify the visit, before –
during – after
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Shareanexampleofasuccessfulpartnershipyou’vehad.
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TheE-List|OldeMistick Village
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CTEatsOut|KNOWGOODMarket
• Goal: draw audience to the market and increase their social following
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OutandAboutMom|NewBritainMuseumofAmericanArt
• Goal: promote new art program for babies called, "Museum & Me: Playdates with Art"
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TheE-List|TheShoppesatYale
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OutandAboutMom|TheBushnell
• Goal: promote family-friendly shows through a combination of banner advertising, sponsored posts and ticket giveaways
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CTEatsOut|bartaco
• Goal: raise awareness of the new #bartacosecret promotion and draw audience over
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TheE-List|TownsofEssex&Guilford
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CTEatsOut|Bear’sSmokehouseBBQ
• Goal: raise awareness of Super Bowl specials and gather email addresses
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OutandAboutMom|TheEssexSteamTrainandRiverboat
• Goal: promote the annual “Day Out With Thomas” event
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Whataresomepitfallsthatorganizationsshouldavoidwhenworkingwithbloggers?
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PitfallstoAvoid?
• Not trusting the blogger• Too many requirements• Not being accommodating• Not having a budget to pay for
partnerships, unbalanced trade• Not furnishing the blogger with
a reliable contract
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Howcanorganizations spotanauthenticblogger?
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HowtoSpotandAuthenticity
• Research– read their blog and media kit – sign up for the newsletter– does your audience align
with theirs
• Do they have testimonials/referrals
• Ask for their stats
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Whataresomemisconceptionsaboutworkingwithbloggers?
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Misconceptions
• That it’s free• They’re all amateurs• Just want things for free• That blogs aren’t as
effective as more mainstream media
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Whataresometipsthatyouwouldgiveforpartneringwithablogger?
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TipsforPartnerships
• Choose a blogger that aligns with your brand
• Have a budget: can typically be less than traditional media
• Trust the blogger• Help create an authentic experience/story• A written agreement outlining expectations
– now what you want! i.e. the look, the feel, who you want to appeal to, talking points
• It’s not one-and-done• It’s more than the numbers• Set clear timelines• Try to build up long term partnerships
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Q&A