Blogger Relations: What are they and why do they matter?
July 02, 2008
As the blogosphere grows and grows, the idea that most blogs are useless chatter gains popularity. I bristle at this description because bloggers who write about family, health or travel plans have a place in the blogosphere, and should not be discounted just because they aren't joining a political discussion or participating on some blog conversation on world peace (although, truth is, they probably are!)
All of those people, Moms and Dads, tweens and teens, and anyone in-between, blog for a reason. If the reason is to hear themselves think (whether that's an audio post or a text post), so be it. They are the best judge of how that is working for them.
Here's the hitch: many, many of them are possible clients for those of us who blog for business. Many, many of them do product reviews on their blogs - and woe be it to the company that is not paying attention. And, many, many of them are secretly hoping a big brand will find them, engage them, and offer them free merchandise. In other words, begin a relationship - that will benefit both (free product for the blogger, as well as media attention, and really cheap advertising for the brand). Tuesday's useless chatter could easily morph into Friday's glowing review of you and your new trinket.
To continue to dismiss these bloggers and their writing as useless chatter is to insult possible new clients, and to consider the great American pasttime of front-porch sitting, a waste of time. In reality, THESE are bloggers that might help create the WOM you so eagerly desire - for your business or your product. These are the bloggers who might constitute members of your blogger relations out reach - if you would but recognize their value.
Do not get me wrong. Not all of them are worth the time and energy of an occasional click into their blog. Some are off the charts and can be ignored. Should, perhaps, be ignored. But, until you visit on a regular basis, over time, how will you really know?
Blogger relations and out reach programs are becoming more and more attractive to the big brands, and to the not so big brands. If you can create a positive relationship with 10 or 20 bloggers who are interested in your brand, and if you recognize that their 1000 or 10,000 readers are more likely to listen to THEM praise you, than to an ad you write for Yahoo!, you have a good chance of creating a blogger out reach program.
No, this does not mean emailing the bloggers and praising their blogs, then offering to send them product, with the "no purchase required" attitude. There is a lot of work involved in creating successful blog out reach programs, in engaging in blogger relations...and in actually seeing results for your efforts.
The best way to do this - is to get a true blogger relations consultant (like me) to help you. Someone who has a ready-made network, and who can contact the right bloggers with a personal note...and who can do the rest of the job, too. The rest of the job is what's ke
y.
Blogger relations and out reach programs are a new media marketing tool. Most ad agencies and PR firms are clueless about how to conduct one successfully. Sometimes they get lucky and good bloggers reach out to THEM...but, then, who is doing the follow up? Who knows what that even means?
People like Toby Bloomberg, and Marianne Richmond, and Susan Getgood and Donna DeClemente know. If I need help with a blogger relations or out reach program, these gals are the first ones I'm going to call. Because if you don't get it right -- getting it wrong can cost you, dearly.
Think about it: do you really want to risk alienating thousands of bloggers - who are connected to thousands of other bloggers - by sending an impersonal email and then, recognizing your error, sending another one, personalized, with the message, "Please disregard that previous email."
I hope not. But, it happens. Why not admit that you need help, and contact professionals who can help you? You do what you do best - produce your product or service - and let us do what we do best - connect you with the right bloggers and then do the right follow-up.
Had to check out your blog, enjoyed your comments from Contrarian Consulting. First I heard of a blogger outreach program. Interesting.
Posted by: Heidi Caswell | July 12, 2008 at 08:22 PM
Hi Marianne, thanks for the kudos on my new header!
Toby, you are #1 on my list of bloggers to call about blogger relations - right there with Susan Getgood. Really, at the very top.
Laurent, think of it...to be successful in your reach out, you MUST contact bloggers respectfully, preferably ones you know and who have blogs that fit the project scope. If you would like to discuss further...since there is a whole LOT of more work to do after you identify your bloggers, feel free to email me. The link is here on the blog.
thanks for commenting all!
Posted by: Yvonne DiVita | July 03, 2008 at 11:48 AM
Yvonne - thank you for your kind words and placing me in the company of talented marketers. These women understand that blogger relations is not a mass email distribution to a purchased list but a careful and respectful tactics that creates a win-win-win: for the brand, the blog and the community. Reach out to me any time to talk about BR ;-)
Posted by: Toby | July 02, 2008 at 11:12 PM
You are so right! Love your new blog design.
Marianne
Posted by: marianne richmond | July 02, 2008 at 11:03 PM
Good post. I do believe that social media is from all online marketing techniques, the only one that enables marketers to truly build relationships with people that matter to them in a meaningful way.
I'm curious to hear more about what you mean by "There is a lot of work involved in creating successful blog out reach programs, in engaging in blogger relations...and in actually seeing results for your efforts".
Is there a way we could discuss more about it?
Posted by: laurent | July 02, 2008 at 01:05 PM
Good post. I do believe that social media is from all online marketing techniques, the only one that enables marketers to truly build relationships with people that matter to them in a meaningful way.
I'm curious to hear more about what you mean by "There is a lot of work involved in creating successful blog out reach programs, in engaging in blogger relations...and in actually seeing results for your efforts".
Is there a way we could discuss more about it?
Posted by: laurent | July 02, 2008 at 01:04 PM