1947 Memo from PR Giant Still Relevant in Advertising Today
memo letter to staff 1947 william bill bernbach mad men madison avenue advertising

1947 Memo from PR Giant Still Relevant in Advertising Today

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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).

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How to Create a Unique Selling Proposition for Your Blog

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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

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   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

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(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

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How Not to Email a Blogger

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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

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Infographic :: Introducing the Perfect Social Media Manager

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  [ 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.

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Speaking at Mumbrella360 :: The Truth About Brands and Bloggers

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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

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4 Simple Steps to Increase Facebook Reach

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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

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Essential Blogging Resources

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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

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4 Tips to Improve Your Blogger Outreach Strategy

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  As a former blogger who blogged for five years, I received every pitch imaginable in my inbox. And many of them were impersonal or spammy requests trying to cloak free advertising. Which is why it’s so important as a PR or brand, you take the time to formulate an effective blogger outreach strategy. Building a relationship with a blogger is key for you being able to work with them successfully. Blogging in itself is a full time job, but most bloggers also have a full or part time job, or are running a busy household as a mum. Or both. *Someone get me an Asprin and a flannel so I can have a little lay down*. In addition to the time pressures bloggers are under, their inboxes are also inundated with spam- namely requests that are trying to get them to write about a brand for free. These kinds

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Blogger Outreach Best Practice :: How to Evaluate a Blogger

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Word by word, post by post, bloggers have created a revolution. Leading a new era of digital publishing, by deeply connecting with their readers in a way publications have never been able to before. This makes bloggers impossible for brands to ignore as an essential part of their marketing strategy. But you can’t treat bloggers in the same way you do traditional print publications. Why? Because they’re different, and it’s this difference that gives them the power they have consumers. Before reaching out to a blogger, you first need to know how to choose the right bloggers to work with. Don’t Judge a Blog By It’s Cover Whilst a blog’s design does play a big part, especially in terms of your brand being represented by a blog, if the design isn’t perfect, I encourage you to look past this and review the quality of the writing and the community/engagement before

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New Update for Facebook Algorithm :: News Feed Spam

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Facebook have announced a new change to the algorithm (what determines how many people see your posts) to reduce the amount of news feed spam. ” Earlier today we announced a series of improvements to News Feed to reduce stories that people frequently tell us are spammy and that they don’t want to see. Many of these spammy stories are published by Pages that deliberately try to game News Feed to get more distribution than they normally would.” HOW WILL THIS AFFECT YOU? Facebook say most pages aren’t posting spammy stories, so they won’t be impacted by the changes- in fact, they say businesses may see an increase in their news feed distribution. But if you are like-baiting, posting frequently circulated content or sharing spammy links, you will see a decrease in the number of people who see your page’s posts. LIKE-BAITING “Like-baiting is when a post explicitly asks News

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Tips for New Bloggers

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I interviewed some of the Blogger Connect Community, and asked them: “What 3 tips do you have for new bloggers?” Sarah from Sarah’s Style Emporium 1. You shouldn’t choose one topic and rigidly stick to it – your thoughts, opinions and what you want to write about will change; what the audience wants to read will change. Evolve with it. 2. Be friendly on social media! The blogging community are very welcoming but let us know who you are. 3. Get involved – when starting out you will have to buy tickets to events and invest your own time and money. Once you have an audience, you can start approaching PRs for invites, but don’t get too big for your boots too early. Cecylia from Ceyclia Dot Com 1. Have a niche. 2. Stick to it. 3. Do the best you can regardless of the numbers. Lori from RRSAHM 1.

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   Understand that we are valuable to your business through our relationship with our readers. Don’t expect us to work for free! Blogging is time-consuming and hard work. Many of us are mum bloggers but we come from valuable backgrounds prior to motherhood.    

How to Successfully Reach Out to Bloggers

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If you’re a blogger outreach professional, I’ve compiled some valuable insights on how to successfully reach out to bloggers. I interviewed some of the bloggers in the Blogger Connect community, and asked them, “What advice do you have for PRs and Brands contacting you for opportunities?” Sarah from Sarah’s Style Emporium My name is Sarah – it’s right there in the blog title. Don’t address me as Emily, Emma, Claire or any other name! Getting my name right is a very important first step. Cecylia from Cecylia Dot Com Be open to new ideas/collaborations. Every blogger offers something unique. Be open about expectations and goals. We are all in it to promote the labels and brands but we all work differently. It would be good to have specific goals we all aim for and work synergistically together to achieve. Lori from Random Ramblings of a Stay At Home Mum Be

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How to Reach People on Facebook :: 2014 Facebook Algorithm Explained

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The Facebook algorithm contains many factors which determine which of your posts are seen by your fans. If you want to know how to reach people on Facebook, then it’s important to understand how the algorithm works. Facebook states, “The goal of News Feed is to deliver the right content to the right people at the right time so they don’t miss the stories that are important to them. Ideally, we want News Feed to show all the posts people want to see in the order they want to read them. This is no small technical feat: every time someone visits News Feed there are on average 1,5001 potential stories from friends, people they follow and Pages for them to see, and most people don’t have enough time to see them all. These stories include everything from wedding photos posted by a best friend, to an acquaintance checking in to

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Facebook Algorithm 2014 :: Why ‘Talking About This’ is So Important

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In my previous post, I discussed the major drop in reach brand pages are experiencing with their posts. This has left many users feeling frustrated, but, organic reach can still be increased if you understand how the algorithm works. The algorithm contains many factors which determines the number of people who actually see your posts on their news feeds. I’m going to explain some of the known factors in the next installment of this series, and give you ways to optimise your posts in line with the algorithm so you can maximise the reach of your posts without paying. Before we dive into the algorithm, it’s important to understand ‘Talking About This’ or ‘PTAT’ (‘People Talking About This’) as it is often referred to in the industry. PTAT is a 7 day reflection of the number of individual users who have actually engaged with your page (actions such as liking,

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