Blogger Relations: Beyond 101

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Blogger Relations Beyond 101
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Panel

• Susan Getgood, Moderator, sgetgood_at_getgood.com
• Julie Crabill, SHIFT Communications,
  jcrabill_at_shiftcomm.com
• Laura Tomasetti, 360 Public Relations,
  ltomasetti_at_360publicrelations.com
• Paull Young, Converseon, pyoung_at_converseon.com

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2008 Honorees Blogger Relations Category

• Winner Molson
• Commendations of Excellence
• Zarafina with 360 Public Relations
• Graco with Converseon
• Kona Blue with Edelman
• ElectraTherm with Pilmer PR
• MobileSphere with SHIFT
• Gazelle.com with SHIFT

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Case Studies

• Read the blogger relations case studies
  athttp//www.newcommreview.com/?p1355

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REDEFINE CONSUMPTION Launch of Gazelle.com
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Do Unto Others

• Read get familiar
• Participate join in
• Transparency be real
• Conversation customize
• Time build in advance, respect schedules
• Tools SMNR, demo, stats

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Open the Door, Keep it Open, Listen, Give Back

• Results
• Met everyone on their own turf 68 hits online,
  in print, broadcast
• Drove 8,000 visitors in less than 48-hours
• Showed Gazelles clear value a no-brainer

• Keeping it Going
• Coined reCommerce economic model to reward
  consumers for efficient consumption
• 6M Series B closed in uber-tough economy (Nov.
  2008)
• Charity fundraising rollout
• March 09 Forbes spread

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Building Relationships
When Graco decided that we wanted to meet some of
the real people (funny, smart, interesting,
people) behind some of the best reading material
for parents on the web, my hand shot up like an
excited school girl. I said, so you want to get
together with these women, throw parties, chat
about being moms, eat great food in some very
cool cities (and talk about Graco, of course) and
someone needs to take on that job? Hmmm let me
think it over pick me, pick me, pick me! Well I
guess I was loud enough (Ive been told that)
because I have had the opportunity to help host
the Graco Get-Togethers . Graco is excited about
the opportunity to meet with moms in the
blogosphere. It is really a great way to
understand what is important to them, what
engages them, what makes them tick and to best of
all, hear all about their experiences being a
mom.
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Silicon Valley Moms Get-Together
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Flickr Page and Photo Pool
http//mashable.com/2009/02/06/social-media-smarte
st-brands/
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Mysweetpeace.com
Blog Posts
Video
Photos
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Links
MySweetpeace.com Microsite, 48
Product Review Post 13
Graco Blog, 13
Product Page, 25
Flickr Group, 13
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Sweetpeace Mentions
Positive, 74
No Mention, 19
Neutral, 4
Mixed, 4
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Joining the Community
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Ongoing Relationships
She IS Graco, that Lindsay.  And Master Recon
Specialist.  The girl misses nothing. -- Mommy
Needs a Cocktail
Another company getting it right-Graco. Ive
chatting with Lindsay on Twitter, watched as they
crafted a MOMblog that actually is written by
Moms about things Moms write about. Its not just
product discussion. Im thrilled to say the Graco
blog, its bloggers, and the other people
involved in the effort are part of our community.
Thats right, they did it-we gave them the secret
handshake and everything. Why? Theyve engaged
bloggers in conversations, events, and they kept
it REAL. -- Queen of Spain
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• Tapping into a Pervasive Online Community

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Would you buy a 200 teapot?

• Reach the most passionate (tea) consumers
• Get them to buzz about a new way to make tea
• Educate
• Endorse
• Drive to brand site for "where to buy" overcome
  retail distribution challenge

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Results

• Reach 24 of 30 targeted blogs posted, 10MM
  readers
• Sentiment 100 reviews positive (despite high
  price tag)
• Engagement Spurred comments, traffic to brand
  site
• Search Blog activity elevated Zarafina in key
  word searches

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What worked? Whats next?

• Matching content to community
• Education vs. pitch
• Inviting feedback, questions (survey)
• First-to-know strategy
• Plus
• Relationship vs. transactional approach
• 2-way dialogue How can we work together?
• Going off-line to breakthrough online
• Flexibility, a menu of ways to engage

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