Blogger Outreach Experts :: Edelman PR Interview
17-Michelle

Blogger Outreach Experts :: Edelman PR Interview

0

First Published on Blogger Connect by Gaynor Alder In our Blogger Outreach Expert series, we’re interviewing PR agencies about blogger outreach to uncover what their clients think about bloggers. Is blogger outreach on their radars, do they understand the value of working with bloggers, are they willing to pay, do they consider smaller bloggers, and what is the future of blogging? Our first interview is with Michelle Hutton, CEO of public relations agency, Edelman. Edelman was awarded 2011 Australian Consultancy of the Year by the Holmes Report and leading marketing blog Mumbrella, and in 2012, the agency received prizes for Australian Agency of the Year from leading industry publications B&T, Mumbrella, CampaignAsia and Holmes Report. Q: Why does Edelman like working with bloggers? We’ve seen a seismic shift in the way consumers engage with the media over time and seen the influence of ‘people like me’ rise over the years. In fact,

Read more

Screen Shot 2014-09-29 at 2.53.13 pm

3 Things Austraflora are Doing Right on Facebook

0

[View the story “3 Things Austraflora Are Doing Right on Facebook” on Storify]

Screen Shot 2014-08-26 at 12.31.56 PM

Facebook Algorithm Update: Link Bait & Link Sharing

0

Facebook have announced a new update to the algorithm. Today we’re announcing some improvements to News Feed to help people find the posts and links from publishers that are most interesting and relevant, and to continue to weed out stories that people frequently tell us are spammy and that they don’t want to see. Here’s the gist of the update: 1. Spammy Click Baiting is Out You know when someone writes a compelling headline without actually telling you what the article is about, and you know you’re being duped, but you just can’t help clicking through to find out which celebrity is pregnant? But when you land on the page, you feel annoyed because it wasn’t actually what you thought it was going to be about. (Kind of like your mum pretending spam was real ham for all those years.) Facebook, as does its audience, considers this spammy. I like

Read more

1

Hootsuite Hack for Twitter Images

0

Do you use Hootsuite, but get frustrated when your Twitter images don’t embed and appear as a link when they’re published? Fear, not. There’s a trusty workaround. 1. Publish Your Image to a Dummy Account Within Twitter Create a dummy testing account in Twitter, specifically for the purpose of publishing and testing images. 2. Once published, click on the image Look for the pic.twitter.com/ link and copy it ready to paste into Hootsuite. 3. Open up Hootsuite and paste the link in your message Instead of uploading the image, you just paste the pic.twitter.com/ link.When Hootsuite publishes the tweet, it will now appear with the image embedded instead of a hyperlink.

   There’s a cloud of mystery in the Australian blogging industry about blog advertising rates. Bloggers are unsure how to set them, and on the flip side in an industry with no established guidelines, are brands just as much in the dark? Blogger Connect launched a poll to help dispel this confusion, and the results published in B&T are surprising.    

Disparity Between Brands, Blogs & Advertising Rates

0

There’s a cloud of mystery in the Australian blogging industry about blog advertising rates. Bloggers are unsure how to set them, and on the flip side in an industry with no established guidelines, are brands just as much in the dark? Blogger Connect launched a poll to help dispel this confusion, and the results to date are surprising. We asked bloggers how many unique views they had before they started advertising, and brands what the minimum unique views a blog needs before they will advertise with them.

Screen-Shot-2014-08-20-at-10.13.03-PM

The Benefits of Using Twitter Lists

0

So many people are not using Twitter lists to their full potential, and missing out on the amazing benefits to make your Twitter activity more efficient…. did you know you don’t have to follow someone to put them in a list? Got that? If not, don’t worry, you soon will as I’m going to show you how to use lists on Twitter.

10247404_727992227243584_614883014853502116_n

8 Things You Can Learn from St John First Aid’s Facebook Page

0

[View the story “8 Things You Can Learn from St John First Aid’s Facebook Page” on Storify]

memo letter to staff 1947 william bill bernbach mad men madison avenue advertising

1947 Memo from PR Giant Still Relevant in Advertising Today

0

The letter ‘Let Us Blaze New Trails’ below by Bill Bernbach (one of the original Mad Men) was written to his staff in 1947. As the creative director of Grey Advertising (and later BDO), he noticed that as the agency was growing, they were in danger of losing the creative spark. What I love about this letter from one of the advertising industry giants, is that the message of art versus science is still relevant now. Whilst we need to know the rules before we can break the rules, let’s not in this digital age lose the creative spark over falling prey to the technicalities and formulas for what works on social media (the Facebook algorithm springs to mind).

Screen Shot 2014-07-15 at 5.49.21 PM

How to Create a Unique Selling Proposition for Your Blog

0

Ever been at a dinner party, and someone asks what your blog is about, and then spent the next ten minutes trying to clearly articulate it in a sentence or two? That’s the beauty of a Unique Selling Proposition (USP). It not only helps you clearly articulate what you do, but also how what you do is of benefit to your audience, and why you’re unique. But a snappy and succinct USP is not just for dinner parties. Every blog’s about page should start with their USP, because it acts as a hook to get the reader’s attention, as well as your advertisers. And with the number of blogs in the blogosphere, isn’t it vital that you highlight how your blog stands out from the others? How to Create a Unique Selling Proposition for Your Blog As a blogger, you’re in good stead here. After all, this is a writing

Read more

   It’s no surprise that bloggers are highly influential when it comes to purchasing decisions, but brands fail to capture this influence by investing inadequate funds in to blogger outreach. While more than half the social media budget of American companies is allocated to Facebook, Twitter and YouTube activity, just five per cent of the budget is allocated to bloggers. This is despite the fact bloggers have a stronger influence on purchasing decisions.   

Brands, It’s Time to Invest in Bloggers

0

(L to R: Brenda Gaddi from Digital Parents, JJ from 84th and 3rd, Gaynor Alder from Blogger Connect, and Allison Lee from Impact Communications, speaking at the Mumbrella360 conference.) In the first post on The Truth About Brands and Bloggers presented at Mumbrella360, Allison Lee discussed what brands need to know about how bloggers operate. Part two of the series looks at how marketers allocate their budgets. It’s no surprise that bloggers are highly influential when it comes to purchasing decisions, but brands fail to capture this influence by investing inadequate funds in to blogger outreach. While more than half the social media budget of American companies is allocated to Facebook, Twitter and YouTube activity, just five per cent of the budget is allocated to bloggers. This is despite the fact bloggers have a stronger influence on purchasing decisions. IMPACT’s study found bloggers understand the value of their influence and

Read more

Screen Shot 2014-07-16 at 3.38.27 PM

How Not to Email a Blogger

0

One of the biggest complaints bloggers have with brands, is treating them like journalists by sending countless pitches asking them to promote them for free. Here’s an example of a pitch I received when I was blogging: Dear Gaynor Hope you’re well and are having a lovely week. I just wanted to send you some information regarding XYZ that I thought would be of interest to you for the blog? With the budget being announced and the cost of living going up, no doubt Australians will be hit hard with bills and additional taxes. One thing that you can easily save money on though, is coffee! I thought your readers might be interested in doing a step by step guide on how to make the perfect cup at home, with tips from our Master Roaster? I’ve attached a media release for you, which has some basic tips in in, but

Read more

Screen Shot 2014-07-16 at 4.13.59 PM

Infographic :: Introducing the Perfect Social Media Manager

0

  [ INFOGRAPHIC AUTHOR ] Tim Martin :: Blogger Connect Founder & NET:101 Principal Trainer With over 15 years experience in online marketing, Tim is a respected speaker and educator who has led NET:101 social media and internet marketing training programs to thousands of business professionals at organisations including Nestle, ABC, Deakin University, ANZ, Brown Brothers, Lifeline, PriceWaterhouseCoopers and The Cancer Institute. Tim excites business professionals with thought-provoking strategic insight to the social web, supported with live demonstrations of the practical tools required to operate with confidence on the ground.

ccThe-Truth-About-Bloggers_2

Speaking at Mumbrella360 :: The Truth About Brands and Bloggers

1

I recently spoke on a panel on behalf of Blogger Connect at Mumbrella360, led by Allison Lee from Impact Communications, along with Brenda Gaddi from Digital Parents, and JJ from 84th and 3rd. Allison presented the findings from her second revolutionary whitepaper, ‘The Truth About Brands and Bloggers’, whilst Brenda, Jenna and myself discussed the current state of play in the blogging industry, including the value of working with smaller bloggers, why engagement is more important than unique views, the benefits of working with niche audiences who have a relationship with bloggers, why bloggers disclose to maintain trust with their readership and more. Below are the findings from Allison’s whitepaper, where she reports bloggers have grown in influence, but brands are still missing out. Imagine advertising somewhere where 84 per cent of readers were likely to buy your product. It would be a no brainer to put your funds into

Read more

Screen-Shot-2014-05-26-at-4.30.37-PM

4 Simple Steps to Increase Facebook Reach

2

If you’ve been following our Facebook 2014 series, you will have learned why ‘People Talking About This’ is so important, how the factors in the algorithm work, along with recent updates to the algorithm (formerly known as Edgerank). Catch up on all the previous articles in the Facebook series here. In this post, I will give you 4 steps to follow before posting, that will help you achieve more organic (unpaid) reach. 1. Relevance Are your posts relevant to your target audience? Are you regularly providing value by entertaining, engaging and enlightening them, or are your posts mostly self serving, i.e. ‘look at us’. Broadcasting simply doesn’t work on Facebook. You need to work out how to engage your audience, by working out what content will ignite them to take an action. If people don’t engage with your posts, they won’t be seen by very many people. Birds Eye do

Read more

Screen-Shot-2014-05-10-at-8.58.16-PM

Essential Blogging Resources

0

We’ve curated a list of the essential blogging resources you’ll need to start and grow your blog to its full potential. From advertising, social media, and blog platforms, to PR directories, blog design, events and more. ADVERTISING Affiliate Programs Commission Factory Australia DGM Australia Linkshare Australia Guidelines ACCC 2014 Guidelines for Online Reviews Disclosure Guidelines for Australian Bloggers How to Create a Media Kit with Free EBook Download via Bloggers Bazaar How to Work with Brands & PRs Top 4 Things Brands Look for When Choosing a Blogger What Makes and Breaks a Sponsored Post What UV Do You Need to Start Charging? BLOGGING ADVICE 6 STEPPS to Crafting Contagious Content for your Blog Beautyholics Anonymous Bloggie Wednesdays Blogger Connect Blogging Advice Blogger Connect Industry Panel Q&A How to Start A Blog via Bloggers Bazaar ProBlogger Tips for New Bloggers   BLOG DESIGN Bloggers Bazaar Blogger Paid and Free Templates

Read more