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Updated: April 18, 2008 02:09 PM
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AdRantsPosted by leah.jones
This afternoon I made my way over to Suburban Turmoil to read Mommy Blogger Marketing 101. I found my way there after a colleague (and fellow blogger) sent me the link to Mom 101 and there was a comment about Mother Goose Mouse's recent post.
I love to read stories from bloggers of great interactions with PR folks. And I try to share these stories as best I can. When I train people on blogger engagement these days, my presentation is made of quotes of blogs.
I wanted to tell bloggers how we try to train account staff to do blogger engagement at Edelman.
1. I often get asked for my list of top mommy bloggers, top travel bloggers, top _____ bloggers and I always respond, "I don't have a list." Why not? We believe that we need to talk to the right bloggers and the right bloggers change for every account. It is time intensive to build new lists, but I think that the act of building a list helps the account staff learn about the bloggers and that the bloggers on the list are more likely to be really interested.
2. "What do you have that offers value to their lives?" In addition to product, can we also offer a chance to talk to a spokesperson? A way to do have prizes for their readers? An example is a blog tour we are doing right now with Wrigley Gum. In addition to 10 Step It Up with Extra kits for their readers, bloggers can interview a Wrigley nutritionist or Marty from the Biggest Loser.
3. Sometimes we say no. We have had products where the conversation just wasn't there or we didn't have anything tangible to offer bloggers. Sometimes the topic is just too private and bloggers wouldn't be interested, no matter how big the freebie or how big the news is to the company. Sometimes, blogger engagement isn't the way to go.
4. Pitch is a four letter word. We try really hard to stop people from saying "pitching bloggers" and talk about "engaging bloggers." It might sound silly, but by changing the word, we can change the mind-set a little.
5. Read the blog. Read the blog. Read the blog. Read the blog. And did I mention, you should read the blog. And then read more of it. It is so much easier to write a blogger if you have read their blog. You'll have confidence that this blogger might want to hear from you.
6. Let it go. The blogger didn't write you back? Take the silence as your answer, let it go and move on. It isn't easy to do, especially not when PR folks are used to pitching. Again, this is why we don't say "pitching bloggers."
That's not my whole training, but those are some of things I try to get across to account staff here at Edelman. Just wanted to let bloggers know that we're listening, adjusting and training all the time.
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posted by leah.jones
Posted by leah.jones
Today marks my anniversary. Not at Edelman or in the me2revolution, but the anniversary of sending a weekly global email called the Friday5. Each week, with the help of my colleagues, I write an email related to social media and send it to the global Edelman network. Sending an email to 4000 people began as an intimidating task, but has become part of my routine.
I thought I'd share with you my anniversay edition, called Great Posts for Great Minds.
For this anniversary edition of the Friday5, we take a break from “How To” and “What’s that” editions to look at five stories or blog posts that we have enjoyed over the last couple weeks. Sometimes reading stories that are off the beaten path can help you gain a fresh point of view or find a new solution to a nagging problem.
Without further adieu, here are five posts that got us thinking.
1. When I need inspiration for a presentation, I turn to Garr Reynolds at Presentation Zen. Last week he wrote about Pecha Kucha nights. Pecha Kucha is an international phenomenon that gives speakers 20 slides and only allows 20 seconds per slide resulting in high paced presentations that are very different than your average deck.
2. Raul Gutierrez is a New York based artist who shared a wonderful story of unexpected community on a New York Subway platform. “We were all spread out across the platform, all standing, but after half an hour everyone had migrated to the benches and we were all sitting in a row. Nobody had anything to read, cellphone service wasn't working, and most unusually, no one was attached to an ipod…”
3. Only-Connect is a “wannabe, amateur photographer” in Chicago who has found a way to turn the odd layout of Flickr into a way to share visual stories. Take time to scroll through the photo-stream and see how this artist sees the world.
4. Do you need a mind map or do you need a concept map? Knowledge Management blogger Jack Vinson helped a reader figure out what she really needed and how to pick the right tool for it.
5. Finally, Chris Brogan gives us 100 posts to write. Posts that he wants to read for inspiration or to learn how other people think. He asked, “Make the coolest ideas from whatever these spark in you, and keep coming back to these as often as you want. Bookmark the page. Copy/paste it into a notepad file. Whatever works for you. Or just use them as a way to bounce into better posts of your own devise.”
Have you read something outstanding this week? Please share it with us
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posted by leah.jones
TalkShop is a blog about word-of-mouth and the Me2 Revolution, published by Edelman and hosted by Phil Gomes, the company's Senior Counsel, Online Communications. This blog pulls in thoughts and opinions from members of the worldwide Edelman network.
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