How to Build Blogger Relationships

8/8/2019 How to Build Blogger Relationships

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www.resource-media.org

Rafi Ben Aharon

Bloggers & Nonpro ts: SymbioticRelationshipsWith Special Guest, David Roberts of Grist.org

December 14, 2011



About Resource Media

- Communications Strategy

- Execution + Outreach

- Digital + Social Media

- Environmental + Health Policy Focus

Health Focus




What We’ll Cover Today

1. Blogger trends2. Building blogger relationships

3. Starting the conversation4. Case studies

5. How bloggers view non-profits

6. Special guest: David Roberts of Grist.org






Blogger Trends




Why Engage Bloggers?

- Alternate vehicle for reaching your audiences

- Another channel for engaging your

supporters- Crisis management tool



Blogger Trends

- Still popular despite social media growth- Blogosphere is diversifying- Focus on political and environmental

issues- Bloggers are intrinsically motivated




Who are Bloggers Today?

Demographics:- 2/3 male- 65% ages 18-44

- 33% US-based- 48% are parents (rise in mommy

bloggers)- 50% employed FT- 1/3 have a foundation in traditional

media




Blogging Landscape

- Diminished resources for mainstreammedia

- Online publishing filling the gap

- More appetite for opinionatedcommentary




Blogger Trends in Social Media

Bloggers use social media to:- Promote blog content- Share interesting links with larger

community- Get updates on trends, buzz in area of

blog focus




What Motivates Bloggers?

Motivators:- Personal satisfaction (value)- Number of unique visitors gained

(awareness)- Number of posts / comments on posts

(engagement)






Building Blogger Relations




Who’s Your Friend?



Who Should I Reach Out To?

Look at:- Who’s blogging on this already- Who has a community/following

- Various authority levels



Getting to Know You

- Leave meaningful comments andre-tweet

- Email or tweet ideas for future posts

- Offer resources and assistance




Increase Their Pro le




Starting the Conversation



Review Your Checklist

- Does your blogger outreach fit into alarger communications strategy?

- Do you know who you want to reach

and why?- Do you know how to best reach them?- Is your issue something they’d be

interested in?



Review Your Checklist

- Does your blogger outreach fit into alarger communications strategy?

- Do you know who you want to reach

and why?- Do you know how to best reach them?- Is your issue something they’d be

interested in?



Make Your Pitch

- Be brief - Make it easy for them- No press releases

- Have a simple, high impact call to action- Get to know them



Know Alternate Routes

- Twitter - Facebook- Other blogs




Case Studies:Symbiotic Relationships inthe Blogosphere




Coordinating Blogger Support andResources



Targeting Policy Makers on Energy Ef ciency

- Research: Find blogs most influentialwith policy makers

- Social media release and blog pitch

- Blog content informs in the face of anews blackout




Building Buzz at the Local Level

- Built blog and Twitter buzz in advance of report release

- Used relevant keywords

- Used geographic-specific findings- Social media extends life span of media

story




Common Threads

- Develop an outreach plan- Start with a good reputation/passionate

cause

- Diversify your media outreach efforts- Know bloggers well- Make it easy for bloggers and tweeters- Track results- Provide regular updates




How Bloggers ViewNonpro ts



“We are not yourfoot soldiers.”




Know Who You’re Talking To




Consider Both Sides




What’s Your Brand?



What Have You Done Lately?

- Clarify your mission succinctly- Update on real progress- Talk about specific programs and

successes- It takes a village



Takeaways

- Blogs can micro-target an audience that cares- Cultivate relationships before you need them- Know bloggers well and how they perceive you- Attribute and share blog content- Keep in mind “what’s in it for them”- Become a valuable resource




Special Guest:Dave Roberts of Grist@drgrist




Moderators

Brendan [email protected]

Sian [email protected]@sian_i_am, @ThatsSoEco



di g

Thank you.

www.resource-media.org@twittername

#R h ht g

Documents

How to Build Blogger Relationships