Brand / Blog Partnerships in a Multi-Channel World
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Good Partners Brands and Bloggers in a Multi-Channel World September 12, 2015
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Transcript of Brand / Blog Partnerships in a Multi-Channel World
Good PartnersBrands and Bloggers in a Multi-Channel World
September 12, 2015
The Fastest IntroductionJessi Langsen, @tokissthecook
• Former food blogger • Public relations pro• Usually hungry
• Political nerd• Copywriter• Naturally curious
TRENDS IN THE INDUSTRY
FIVE KEY AREAS:1. Internet is Shifting Mobile2. Possibilities of Personalization3. Decline of Organic Social Reach4. Increased Competition for Audiences5. A Connected Ecosystem
Broadcast Narrowcast
4
Trends in the Industry
Internet is Shifting to Mobile
2010 2011 2012 2013 2014 2015 2016 -
200 400 600 800
1,000 1,200 1,400 1,600 1,800 2,000 Worldwide smart connected device shipments (M)*
Smartphones PCs Tablets 45%of the world
population will have a
smartphone in 2016**
5Source: *IDC, **IC4D 2012 Maximizing Mobile, World Bank, July 2012
Source: * Compass Intelligence, ** Adobe
61%of consumers are
willing to give up a degree of privacy to
get ongoing personalization *
Personalization is NecessaryThe media may constantly talk about privacy and criticize corporations that hoard too much data, but consumers feel differently. Consumers want personalization and individualization, provided it enhances their experience. Core questions:
How much do you know about your readers?Are you using what you learn to write better content or find better partners?
Estimates place current Facebook reach at 3-6% of fans, down from 16% in 2012. This new challenge presents us with an opportunity to set better goals.Core questions:
Are you investing in promoting your best content?If we work together, are you willing to have that partnership promoted by my team?Source: Social@Ogilvy – “Facebook Zero”
Organic Social Reach in Decline
Cont
ent
Time
Content created
Ability to consume content
The Growing Gap Between Content Creation and the Ability to Consume
Competition for Audience
9
OUR STORY
Email/CRM
Website
Pre-Roll & Banner Ads
EarnedMedia
A Connected Ecosystem
Wikipedia
One story, several channels…
BETTER TOGETHER: PARTNER TIPS + BEST PRACTICES
• Start with what interests you, but keep an open mind
• Be easy to find. If you’re already talking about a brand that interests you, include them in the tags of the post itself and any social promotion
• Quality matters. Strong images, responding to commenters, clear audio all make you a more compelling partner
• Be professional and expect it in return. Present an organized content plan, including how you plan to measure success. Respond to emails on time
Quick Tips
• You do not need to do everything, always.• Your readers/followers/fans should be your #1 priority• Consistency is key• Do less but get the details right from the start
THE BIG QUESTION:Is this interesting to me?
Fighting Platform Fatigue
Brands vs.
Friendsin a battle for
relevance
No longer just a 140-character, real-time platform
Visual vocabularies
that sell both
products and
lifestyles
Moving from Pins to PurchasingPinterest
YouTube
Stories in
motion
A robust executive thought leadership platform
Attempting to expand the audience base with news and updates
Snapchat
A competition for audiences and
real-time relevanceIn the streaming
mobile video space
Meerkat & Periscope
Thank YouFeel Free To Reach Out With Any Questions!
