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From the Cool Content Cornwall event at the Eden Project, Spring 2013
Citation preview
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Why brands need bloggers… (and how to flutter your eyelashes at them)
Cool Content 22 March 2013
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Introducing Zone Zone is a digital agency with a unique content heritage
Our team of 125 includes planners, creatives, developers, account managers – and journalists
Our editorial expertise makes us uniquely well placed to help brands connect with audiences in an always-on digital world
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Today
5 1 2 3 4 Why brands
need bloggers Do bloggers need brands?
How to attract brands
Retaining credibility
Key learnings
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Why brands need bloggers
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Marketing used to be a doddle • Brands static • All touchpoints controlled by brand manager • Purchase media • Interrupt consumers
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Marketing used to be a doddle
BUY THIS YOU IDIOTS!
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But in the digital world… • Brands are alive • Distribution is open to everyone • Touchpoints out of brand manager’s control • Conversations happen 24/7 • A small number of people can make a vast amount of noise about a brand
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The role of content • Content can fuel these conversations by giving people something of value • Brands need to move from telling one big story a year to continual engagement
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“If we as businesses deliver consistent, ongoing valuable information, customers ultimately reward us with their business and loyalty.
Content Marketing Institute ”
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“Yeah I get it, but what do we actually talk about?”
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Brand has credibility
Customer interest
Dishwasher tablets
Cleaning
Horoscopes
Children’s parties Recipes
Celebrity gossip Football
Fashion
Dishwashers
Cars
Technology
Entertaining for friends
Customer disinterest
Brand has no credibility
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Brand has credibility
Customer interest
Dishwasher tablets
Cleaning
Horoscopes
Children’s parties Recipes
Celebrity gossip Football
Fashion
Dishwashers
Cars
Technology
Entertaining for friends
Customer disinterest
Brand has no credibility
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Bloggers can help you create credible content about the things your
customers are interested in
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OMG! Glitzo Dishwasher Tablets have just
published a chicken pie recipe – about time!
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OMG! Glitzo Dishwasher Tablets have just
published a chicken pie recipe – about time!
OMG! My favourite blogger Mitzi Cupcake has just published a
new chicken pie recipe on behalf of Glitzo Dishwasher Tablets. I’ll
make the recipe and buy the tablets!
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Bloggers can help build trust in your brand
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The power of influence
Opal Fruits are crap!
If you say so
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The power of influence
6% of online adults
80% of impressions
about an issue
Source: Forrester Online Survey, 2010. Base: All US Online Adults
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Bloggers are highly influential • 81% of people online trust the information and advice they get from bloggers • 61% of people online have made a purchase based on a recommendation from bloggers • 41% of people say blogs are better than Facebook to find out about new products
Source: Technorati Digital Influence Report 2013
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Bloggers can help build your digital reach
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Bloggers are digital experts
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Why brands need bloggers 1. To build credibility around a subject matter
2. To create content 3. To increase the brand’s digital reach
4. To build trust in the brand
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Why brands need bloggers 1. To build credibility around a subject matter
2. To create content 3. To increase the brand’s digital reach
4. To build trust in the brand
People buy stuff
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Do bloggers need brands?
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But bloggers do need…
Yeah I know
Wow, you’re amazing!
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1. Content opportunties
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2. Amplification
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3. Social currency
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4. Networking
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5. Money
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“I’m sold! How can I attract brands to my blog?”
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What brands look for • Reach • Engagement • Influence • Brand fit
• Expertise • Credibility • Talent • Professionalism
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Four top tips
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1. Stand for something • What’s your USP? • What makes you different? • Be consistent • Be authentic • Make all this explicit on your About page
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2. Know what you want from brands • Which brands do you want to work with? • Engage with them on social media • Write a checklist of what you want (e.g. advertising, content opportunities etc) • Contact pro-actively
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3. Be professional • Invest in design, functionality and domain name • Post regularly • Spell properly! • Make sure you’re contactable • Track performance
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4. Be social • It’s not just about your blog • Brands care about your influence • Demonstrate how influential you are • Build your own network through social
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“But aren’t I selling my soul to the devil?”
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“People will notice if you’re being true to yourself Laura Ellner, On The Racks
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Ask yourself… • Is the content I’m creating with a brand of value to my audience? • Does it fit in with what my blog stands for? • Is the content consistent? • Am I writing about it honestly? • Am I being transparent?
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Some examples
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Prostate Cancer UK • How do you get men to recognise the symptoms of prostate cancer before it’s too late? • Subject matter = football • Credibility and reach through 72 club bloggers • Bring the prostate cancer message to the fore
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Prostate Cancer UK • Week 1: 167% increase in visitors to website • 90% new visitors • 2.4 million people reached through Twitter • Year-on-year traffic up 70%
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Prostate Cancer UK • 1076% increase in request for publications • 254% increase in traffic to information pages • 625% increase in donations
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But it’s not easy…
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Brands & bloggers: a value exchange
Blogger Mitzi Cupcake
has helped us build a relationship with food-loving mums
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Brands & bloggers: a value exchange
Blogger Mitzi Cupcake
has helped us build a relationship with food-loving mums
Glitzo gave me the chance to interview Nigella Lawson – my most
successful post ever!
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Brands & bloggers: a value exchange
Blogger Mitzi Cupcake
has helped us build a relationship with food-loving mums
… oh, and they paid off my mortgage
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Brands & bloggers: a value exchange
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Thank you
@thisiszone @matt__simpson @west_stand_O