Diva Marketing Talks Blogger Relations With Susan Getgood and Liz Gumbinner


Diva Marketing Talks is a live, internet radio (BlogTalkRadio) show.  30-minutes. 2-guests. 1-topic about social media marketing. Why? To help you understand how to participate in the "new" conversation without getting blown-up. Miss today's show? You can pick it up as a podcast or listen on your computer.

Today's Diva Marketing Talks with Susan Getgood, Roadmaps (blog) and Getgood Strategic Marketing and Liz Gumbinner, Cool Mom Picks and Mom-101 about how to build successful and respectful blogger relationships programs. Blogger Relations, as other social media strategies, have grown in complexity. The stakes are high and the give aways often over the top. But is it a credible marketing strategy?.

Topic for May 19, 2009: Talking Through Bloggers Or How to do Bloggers Relations Without Getting Blown-up
Time: 6:00p - 6:30p Eastern/ 5:p - 5:30p Central/ 4:00p -4:30p Mountain/ 3:00p - 43:30p PacificCall-in Guest Number: 718.508.9924 .

Susan Getgood 5_09  Susan Getgood

Susan Getgood has been involved in online marketing since the early 90s, and watched the web evolve from the first browsers to the interactive communities we participate in today. Since 2004, her firm GetGood Strategic Marketing has been advising organizations of all shapes and sizes on integrated social media outreach and internet marketing strategies that help businesses craft a positive internet presence, meet their customers online, build their brands, and drive revenue.

Prior to founding GetGood Strategic Marketing, Susan was Senior Vice President of Marketing at Internet software company SurfControl. Her professional marketing blog, where she writes about blogger outreach, internet branding and social media marketing strategies, is Marketing Roadmaps. She also writes a personal blog, Snapshot Chronicles, and a family travel blog, Snapshot Chronicles Roadtrip. Susan was named a Fellow of the Society for New Communications Research in 2008 and speaks regularly at social media conferences like BlogHer and New Comm Forum.

Liz Gumbinner Liz Gumbinner

Offline, Liz Gumbinner is a New York-based freelance ad agency creative director and copywriter who's developed award-winning campaigns for brands including Old Navy, Mitsubishi, Ray Ban, and Universal Theme Parks. But online she's best known as the author of the popular parenting blog Mom-101, and the cofounder and editor of Cool Mom Picks, the influential shopping blog which was called "the online arbiter of cool for the swingset crowd" by Parents Magazine.

Liz was recently named among Nielsen's Power Mom 50 for 2009, and called one of ten Mommy 'Hood Gurus by Forbes. Liz is a frequent conference speaker and consultant to marketers on the evolving and sometimes volatile relationship between bloggers and brands.

Tips From The Diva Bag

Complements of Susan Getgood

1. Good blogger relations goes beyond just getting the mechanics right – reading the blogs first, making sure the pitch is relevant, a fit for the interests of the blogger etc. You have to develop a pitch that is both relevant and adds value to the blog. If you can’t add value, you should advertise.

You want the blogger to pass the information on, through the blog, Twitter or another social network, and she or he is only going to do that if you give them something truly worth passing on. My post The Secret Sauce for the Perfect Pitch gives some ideas on the kinds of things you might consider. You also want to look beyond the features of your product to how your customer uses the product, what she cares about when she is using the product, and build your story around those feelings.

2. Don’t limit yourself to just the top bloggers in your space. Don’t ignore them either, but remember that the key is influence, not volume. A blogger with fewer readers but whose interests really match up to your product and service is probably going to do you more good that a high traffic blogger who is only slightly interested. Why? Because the smaller blogger may write about you more and likely has more influence with the readers about the topic.

3. The big splashy events get all the press, but small gestures can be far more effective in building relationships and your brand. For example, 1-800-Flowers did a great campaign recently honoring mom bloggers. Coinstar did a really fun, simple Twitter campaign on St. Patrick’s Day.

Build measurement into the program upfront, and base it on a measurable outcome, not an output. Think of it this way: No one ever went into business to raise awareness. The goal is to close the sale. So ground your measurement in a behavior, preferably purchase behavior.

Complements of Liz Gumbinner

1. Know your audience. Not all tech blogs, mom blogs, or food blogs are the same. You wouldn't pitch a story on a snazzy new drum kit to Sports Illustrated simply because "the demographic is men," and similarly, you need to be sure you're sending the right message to the right blogger.

2. Don't forget the word "social" in social media. Blogger outreach should be about relationships, not press releases, and I'll always give a closer look to the emails I get from PR folks I know. If you get to know a few targeted, influential bloggers and cultivate relationships, you're more likely to have better results than if you buy a list of 1000 and e-blast the whole lot of them.

3. Blogger influence goes beyond page views and traffic numbers. Those are old media metrics and only give a small piece of the picture. You'll also want to consider reader engagement through comments, inbound links on Technorati, Twitter followers, news media presence, and other places a blogger blogs. In fact high traffic may be at times a factor of good SEO and not engaged readership.

4. The pitch is always on the record, unless you have an agreement with the blogger that it is not. Which means bad pitch or an awkward exchange may make a better story for a blogger than the product you're pitching. If you keep that in mind every time you hit send, you'll generally be in great shape

More About Blogger Relations: Diva Marketing Pulse of the Industry Blogger Relations Study

Part 1 - Blogger or Journalist
Part 2 - Successful Blogger Relations Strategy
Part 3 - Agencies Talk To Bloggers
Part 4 - The Brands Talk To Bloggers
Part 5 - Bloggers Talk To Agencies and Brands


Trackback url:


The comments to this entry are closed.