Tips for Pitching Bloggers – Social Media PR

Bloggers can yield a great amount of influence with their readers. If you are looking to do Online PR, you have to learn to pitch Bloggers correctly. Just like journalists, they are constantly bombarded by requests. Yours has to stand out – for all the right reasons.

# 1: Select Your Bloggers Carefully & Then Reach Out

Which blogs are actually reaching the audience you want to reach? Don’t look for the biggest blogs. Look for the ones that reach your audience. If you want to reach moms, you probably want to go after mommy Bloggers. If you want to reach early adopters of technology, you want to go after technology Bloggers and also generic Bloggers.

How do you know that a blog has a lot of influence/readership? There are three clearly defined characteristics of an influential blog:

• Check the page rank. Solid blogs generally have a higher Google page rank. Anything 4 and above can be seen as favorable
• Check for comments and responses left by others. An active blog will have regular comments
• Check for how many times they post. Generally, a Blogger who posts three or four times a week is more in touch with their community than someone who posts once a week
• Also check for the tone of the posts, sometimes a positive post can be written with little sarcastic, this might leave many thoughts in the reader’s mind, be careful to look at that aspect
• Research on where all, a particular blog is been referred, most of the times influential Blogs are referred on other Blogs, this will also gain insights of the reliability and genuineness of an influential Blog, not just referred on Social platforms
• Never rely on the number of visits, as it can tweaked. Best thing is to look at the number of posts and number of years a Blogger has been writing
• Have a check on the Blogs if there is an opening of Ad placements on the Blog, those Blogs can be too commercial and cannot be guaranteed of genuine reviews on a particular product
• There are few Blog who just links to other Blogs, should not be considered

Tip # 2: Provide Common Ground- And Be Convincing

How do you convince Bloggers to write about you? You must make an effort to customize your emails to these Bloggers. Capture their interest first, and then work on building a relationship. Remember – they don’t have to care about you or your product. You have an obligation to show them how it can benefit them and their readers.

Tip # 3: Giving Them Control, Make Them Feel Valued as Bloggers

According to a recent survey, it was found that majority of the Bloggers believed that it’s fine to write about products and services, given that they are free to write about it the way they want to. Give Bloggers that freedom. You can also give them something that they can give away to their readers. The easiest way to draw in large ‘crowds’ of readers is by offering a prizes, Goodies to a reader or a bunch of readers who will win in a contest. As for the mechanics of the contest, leave that to the blogger. The blogger probably knows his or her readers better than you. Entrust the prize and let the blogger create the buzz as they see fit.

On a final note, remember that it takes time and patience. When we pitch bloggers for clients, sometimes it takes pitching a 100 bloggers to get 10 positive responses. And, that’s okay. You want to find the ones that your message resonates with in a positive manner.

Social Media Optimization – The Tedious Part

Social media tools for socialites that is becoming increasingly popular is the internet. Reasons could be many, but main one is the content generated by the users which is directly from the public. Social networking sites and very popular with the users, and plenty of them can be found online. They are free to use and are advanced in technology. The concept of social media optimization utilizes such forms of media for increasing your website popularity and value. As a form of online marketing strategy, it is also a part of functions carried out by the search engine optimizers. In social media optimization whet website pictures itself as an expert, not as a business. Optimization of your content by keyword is crucial here. Make sure you update your content on regular basis. Do not forget to use apt keywords and phrases, but stay within limits and do not over stuff your content. When starting SMO, you should submit your main site to as many social networking sites as possible. Social Media Optimization requires lots of effort and hard work, similar to Search Engine Optimization. One will not be able to craft web space and presence without being patient and hard working. It is the unlimited web presence offered to the website optimizers, that is the main advantage of social networking sites. To increase business popularity, Social Media optimizers can use its name and reputation. Some use a fictional name for this purpose, which is also OK. We can therefore craft a profile of our virtual and non-existing person, but it should be avoided if possible. No matter what name you use, it is crucial that your profile shows strong background and experience in the required field of business. The most common cause of the marketing tools and techniques failure is inadequate exposure to the business that is being promoted which later leads to brand anonymity. It is very important these days that marketing is done in proper and continuous manner. Promoting is very difficult with a new business, but if you do it in a planned manner you can have really good results. Online business, in order to be successful, needs you to put a lot of work and effort. Many optimizers have agreed that social media optimization is a good option for effective website optimization.

Social Media Optimization also involves a clear strategy of the specific tool adoption. Sometimes, the selection of tools are very important more than the Social Media approach. The selections of tools directs us towards a clear goal of reaching our target audience and this has to be planned to what is the overall reach one is looking at. In some cases this is tedious in nature ensuring every tool is connected to each other to ensure a seamless content distribution. But there are some tools such as Friendfeed, Facebook, Tubemogul which helps content dissemination easier.

There has been a significant evolution with the current tools which have come up with more integration options. Thus, hoping to similar evolutions in future which will make things more organized and smoother for any Social Media Programs

Social Feedback Cycle

So far we have been seeing how to build conversations, engage people with our brands to build awareness around the brand, product & service.  Most important work starts after the purchase considerations or after a consumer starts using the product, service; this is an area where major damages cause to any brand, service, product, identity etc. Most of the reviews we see is the result of unhealthy experiences of the services, product. Most of the marketers fail to analyze this aspect and hence try to build awareness without knowing what is been written and what is been talked about a brand. The most important thing for any marketer before getting into Social Media Marketi­­­­­ng, is to build internal process to handle queries and marketing promises effectively after the purchase cycle as it reflect in the discussions of the online users. Most important thing is the efforts made behind Social Media Marketing are endless, hence to manage these activities effectively in the long run; one has to be very clear in understanding the willingness of being transparent in their communications.

Coming back to the feedback cycle, most of them in India have also realized the importance of the Social Feedback cycle and they are working backwards the set few things right in order to gain consumer’s trust. And some are still getting carried away with review portals where their product reviews can be posted with an additional cost.

This is still fine in few cases as manier times, it is really difficult to rate a particular product as it might have too many features for a consumer to rate it, this also involves a strong market survey to understand what a best deal would be for a consumer, base on it a balanced review can be generated. The best example I would give in India is mouthshut.com. This is the only portal in India which had been purely into user generated content and currently a leading portal for UGC across India and also influences lot of people in their purchase decisions. I would rate this portal to completely dependant on Social Feedback Cycle.

But yes there are other portals too which handles fake reviews, so beware of it.

I would identify the most important area in Social Media Marketing is the Social Feedback cycle, the feedback cycle shows a clear path to your future Social Media Marketing efforts. Hence I would also say that Social Media Marketing is not for everyone and everybody, but most of them

Building Social Conversations

Conversations are built on the quality of the content used, it could be in the form of Pictures, Videos, text, link, captions or any form of the content. I am not just saying content, but it is all about quality content. “Quality Content!!” this sounds too tricky. Sometimes I would feel what quality content would be. Is it professionally shot pictures, videos, written text… Hey…. No not at all… What I mean about quality content is something which triggers you to express your views, something which tickles you, something which instigates you to raise your voice, opinions. In other words, something which involves you in a conversation, viewing of videos, viewing of photographs and much more. The content associated with every conversation should connect users with their expressions and views. Be it a picture or a video, we always have something to say about it, but sometimes it subsides within ourselves or sometimes the content is so strong that we cannot handle our expressions and the result would in the form of comments, liking etc. Though it might be just a picture or a video there should be something associated with it, as every picture or a video has something to say always. Many of us still feel that if just sharing content would be enough to trigger conversations, YES in simple words. Imagine in our school days, everyone of us would be very excited to share our new fancy looking water bottles, New school Bags, New Book covers, New pencil boxes with our friends. Sometimes you also drive attention of people who are not your friends, just because you have something unique with you to talk about or share about.

It’s the same thing, you do it when you share something unique and creative with the users. These are key elements to drive people’s attention and hence building conversations around the content. Now this content could be company facts, their developments, their expansions in the industry, their achievements, let people know about what we are doing, in this case we are giving them an opportunity to speak to us or about us.

There are some other ways to look at triggering conversations such as using some teaser messages such as “Government goofing up with people’s tax money”, the picture or video associated with it could be very positive such as the video might show the entire tax money getting utilized for the betterment of the country and also showcases important initiatives taken in the progress of the country. These kind of messages will certainly add lot of value and will also gain lot of conversations to its surprise value too. So, the idea behind triggering conversations are not building BIG ideas, but small idea pieces which builds regular conversations around a brand, service or an individual

Cost of Inactivity

I would like to thank to one of my online friend – ISABELLE who has been actively discussing with me on this matter, The Best part of our discussion was coming up with a  new perspective to look at “Cost of Inactivity” rather than analyzing it through ROI, Cost per click etc etc.

Inactivity has been an important concern in the Social Media World especially in the Indian Markets. Social Media has been very successful in other countries. India has still yet to taste the response of Social Media. Yes there are many companies who have started using Social Media as one the mediums to engage people. But they are not completely in it. The current perception of the Indian market is still restricted to contests, Campaigns to engage users and not discussions, brainstorming and other Crowd sourcing activities. Indian brands are still skeptical to act transparent to the actual people and still looking at different ways to control these mediums in either restricting themselves on tools or content.

But Social Media is more than just sharing a company’s information, their operations, their expansion plans, service etc. Social Media is also, giving an opportunity to the people to participate in one’s brand conversations, such as brand enhancements and many more. It need not have to be specific to the brand but a relative activity of the brand. Ultimately what people look for is an opportunity to converse with people on different possible discussions, express their views, frustrations, ideas etc. where they would like make some value additions. The Best example of is the Idea Campaign, it does have an emotional connect as well as involve people in the brand’s Initiatives.

There is one more reason why Brands in India are not very keen in involving real people in their activities, as the fear of conversations going against them. But, its worth taking a risk.

It needs a long term strategy to develop good relationships with the real people. An ideal social media strategy should span across between 3 to 6 months. Social Media strategies are little time consuming, but in this case we are building a communication support to backup our promotional activities. It just like somebody approaching you with a product which has no history and future. Everyone needs some supporting, not just appearing it on Hoardings, Electronic media, but also adding some personalized touch to it.

Brands still look at one big Idea, than looking at simple strategies to support it. And this kind of practice is dangerous for a brand image. Moreover, just being listed on all popular social media services, will not be considered as being active on it. One has to talk to people, ask their reviews, involve them in the brand’s survey processes and also involve them in possible brainstorming processes. This will certainly place any brand to a customer’s expectation and also building brand loyalty. People wants their concern to be considered. So far we have been hiding and running away from their concerns, and naturally that leads a Brand Disaster in the coming future. Moreover, being active is so important as there is immense competition around the brands itself. Lets understand one thing, being inactive is far more expensive than being active. Here are some important aspects to look at it:

1. Misunderstanding towards a Brand
2. Loosing valuable customers without knowing
3. Negative Influence
4. Misinterpretation of the customers  expectation and hence ending up in a loose out
5. Advantage for the competitors
6. Negative conversations going out of control damaging the Brand Reputation
7. Very difficult to convince and provide possible justification on a claim or an incident
8. Loosing out good opportunities to connect with consumers directly and also understanding their expectations
9. Spending lot of money on the research companies, with assumptive survey reports
10. Unwanted Redirection of Valuable Conversations
    

Looking at so many possible disadvantages, Is Being Inactive Worth a try ?

Proprietary Presence Vs Social Presence

Recently, I did a close comparison between proprietary tools  and Social Tools available. Now this might sound little confusing. Let me clear this fact. Proprietary tools means having your own site and having your own social features available on your site such as Hindustan Lever having Blogging, Video sharing and community features on their site. In this way they think they can grab the same amount of users to their website, just like all other popular tools available such as Facebook, Orkut, You tube, WordPress, Blogger etc.  The logic behind this is great, but it does not work at all. Many clients featuring all these possibilities on their site anticipate tremendous traffic to their site. But this is not the fact at all. It never works like that.   The clear difference is Proprietor y presence does not have the general identity which other social tools have. Its like knowing a company’s website and knowing yahoo.com. Yahoo is considered to be a landmark, anything published on it has a global reach. So the presence can be considered as a landmark. It also depends what kind of approach Yahoo had towards users and what they offered. Most of the people are glued to this presence.

Recently, I had a chat with one of my client who thinks that they had provided all necessary social platforms on their site and does not feel the need of using other popular social media presence to add more traffic to their site.  Well I don’t see any clear reason to why one should not use other Social Media platforms. In fact, my recommendation would be not spending any money building Social features on an individual company site and use other popular social platforms to drive the traffic to the site. Users want to meet up at a common place. There are 1000’s of places where people discuss and meet online. Yes.. But a website is compulsory….. there cannot be any replacement to it.

A simple example :

Knowing a destination like Gateway of India and knowing an address of a Corporate office, are two different things.  Even if a corporate office has everything as Gateway of India has, people will still go for Gateway of India, because everybody knows about it from ages. It is a Landmark !

Similarly, it is just not advisable to maintain proprietary tools and expect tons of traffic to their site. One must have a clear and a strong presence on general online presence, because they are already established and people have accepted it, because the motive behind is to just connect people and not promote an individual business. Whereas, a proprietary online presence is focused to only promote and talk about specific business. Though a proprietary presence may have tons of traffic, but there is no credibility of the traffic. Most of the traffic is driven through Google Ads, Search Engine techniques and it is been rated on the statistics. Nowadays, statistics is not just everything. One cannot decide the credibility of the information through number of page visits. What about credibility of information, how can statistics define a particular visitor of the site is willing to know about a company’s business or their communications. But all this is possible at the available Social Tools. They are designed and developed only to know about this particular intention of a user.

Online statistics can been a good beginning to rate a website ROI, but in the long run, it fades out and the traffic depends on the quality of information and not just quantity of information

One more example:

A contestant dancing in his room and a contestant dancing on a stage has a clear and logical answer to the above disucssion. No one would go to his room and watch him, until he or she comes on a global platform.

We are far ahead than Google..

Did we ever realize that we are far far,  far superior than Google.  I realized this, in one of our discussions with my friends & colleagues.  As usual, we were discussing about a brand and how can we leverage multiple platforms in promotion.  Let me start with Google and  its search logic. Whenever we key in any query in the search bar. It gives you many specific results and it also gives you related results. If you click these related results, we can see more related results on it, and this route map continues.

I found this logic very much similar to our brain and the way we think. I also realized that this is the exact logic we should use it for any brand when it comes in implementing any digital program for them as the platforms are endless. So far, i have observed many people fail to think this way when it comes in implementing online marketing tactics, related to social media and the new evolved online technologies.

Ideas on Social media and other digital marketing tactics are endless.  It depends on how far you can connect each idea and come out with a new sub-idea. But, it also depends how far you can implement those ideas. Lot of people call it as Brain mapping. But, yes it is actually brain mapping, which helps you to realize the endless ideas and implementations towards any Digital Marketing Program. A simple illustration is been illustrated on this perception, the image actually depicts a process on a patient, but the logic remains same to our context.

I think nowadays, I am breathing  Search Engine Marketing & Social Media Marketing, as it is connecting me or rather i am getting connected at every step and every moment of my life.  As i was mentioning about a discussion with my colleagues on a brand, we went on connecting every parameter of the brand and further went on connecting platforms to be used to promote the desired brand.

Initially when it came to me, of course, i had lot of things in my mind, but further i went on realizing many more connecting ideas to it, which very much worked as Brain Mapping. Many people say that it might be a brain storming process, but most of the brain storming session involve only debates and arguments.  Good, I attended one of the Brain Mapping workshops in the past. But frankly I literally got bored of it and even thought why would i think that way. But yes now it gave me a great platform to think that way. Thanks to that Brain mapping workshop which I attended.  Google exactly follows this logic. I think the owner of the Google was a Brain Mapping Guru sounds funny right! No not at all. This is a very important aspect to any successful foundation, technology and identity.

Did any one realize how brain mapping works, its exactly resembles our popular concepts of Social Networks and the great influential marketing. Where each of your thought is influenced by another thought. I have even added a picture so that it can be related easily.

Every thought is connected to another. Similarly there is no reason why the logic behind Social Media is not exactly like a thought of a  human.

Network, Network Network – is the only way of Marketing your Product

I sometimes do realize that we are seeing something we have already seen before, but at that time we never liked it as we always felt that it was not made for us.  I am talking about Simple Network marketing. I still remember when my friends use to call me for some interesting seminars and that use to turn out to be Amway or Quantum. I always use to runaway from these schemes of Network marketing such you become a member and then you bring 10 friends in the circle and it goes on like that. Of course,  it was one of the first concepts of Network Marketing.

We are still in the similar circle. We see so many Social Networking Sites evolving day by day getting more and more flexibility and user convenient features to add more value for interactions and conversations.

I have a very bad habit of relating every knowledge related thing to real life examples. I think that’s the way i perceive and understand it best.  As a Digital Marketing Professional i think its very important that one should always start relate these technical platforms with real life examples, because that’s how they are evolved.  All the technologies what we see in our day to day life are evolved from a human’s perspective. We want it to work that way to help in our daily needs.

Everything we see now is all evolved from our thoughts. J Just like Shivsena Shakha (Shivsena branches) having their individual networks across the state, to spread the message easily. Sorry, for Shivsena, as it is one always on our Mumbaikars mind. Just like a company having their chain of Distributors, Retailers and stockists. They do help selling the product at their individual networks.

Similarly every single human will have his own network, like me having my friends and my friends having their own friends and the chain goes on. Such a long influential network.  We have never thought like this before.

All that matters is every individual in the web network. Thanks for all these Networking Platforms which helps an individual to raise his voice, opinion across the web and also out of the web. Many times I end up debating with my friends, clients and my colleagues. We always update new figures of users who are active online. Every year we keep updating it. But we are just not talking about people who are online.

For Eg:

Say out of 100 people only 35 people are online, but one forgets that these 35 people who get influenced on web influence other remaining 75 people who are not present online, so one cannot say that Digital Marketing or online network marketing cannot drive the marketing campaigning completely. Though it might not affect the rest 75 completely but it surely affects at least 40 people out of 75.

Well its difficult sometimes to trace the people outside the internet world to find out the effect of  our marketing campaign but its so simple to understand and there is a clear logic to it.

Its just a paperless platform we are using nothing else.

Influential Jounalists of the World Wide Web

Everybody must be surprised who are these New Journalists of World Wide Web (WWW). Well lot of people has assumptions and predictions. But the fact lies is very soon bloggers will be known as the most powerful and sensible journalists online. So fasten your seat belt.

You can be a Blogger, provided if you are focused on what you are writing. Let me give a close comparison with our traditional journalists. Our traditional journalists are focused and they write on their chosen topic. For eg: they write on Entertainment, Aviation, Pharmaceuticals, Lifestyle, Celebrities, Engineering, Finance, Sports, retail, infrastructure etc. In conventional PR, we actually rely on these journalists for our client’s communication. We develop stories in the form of press releases and we get in touch with the respective journalists who write on the relevant industry. The journalists are very selective about their stories and write it based on the news provided to them.

The new journalists of WWW (World Wide Web) seem to be very close to them. A Blogger is focused about what he is writing and the kind of topic he chooses. They own a Blog which is itself a news aggregator and based on the individual Blog’s readership the news travels online. The only difference is 10 to 15 conventional journalists or editors work for one single News publication i.e Times of India, DNA, Indian Express. Yes, But, there are few journalists who do freelancing and they seem to be distributing their stories on multiple publications. A Blogger seems to have ownership of his/her News Publication i.e a Blog and has more than 10 million readerships sometimes. But it all depends on what is he/she is Blogging on. Well, again Blogging is not for everybody. I don’t say that you cannot become a blogger, but it all depends on what is your objective towards Blogging. There are many cases when I come across who say that I am a Blogger and they don’t have focus on what they write and how they write. Blogging also depends on how frequently you Blog and what kind of quality information does your Blog have. Blogging does not end in some time. Many new blogger s who have just thought of starting their Blog and, they sometimes feel that they will publish 50 to 60 articles and would gain good readership… that’s it… But the difficult part of being a genuine Blogger is to regularly post articles till your blog is up. There have been cases, where people have been Blogging for more than 6 years and they are still actively going on. Anyone who has a Blog does not naturally become a Blogger. There should be some focus and some objective towards Blogging. Earlier, Bloggers use to write just because they like writing just as we write our personal diaries. But it got evolved in the earlier years. Now, Blogging seems to an important part of information distribution channel. But this is many people’s assumption. Even though there has been no direct conclusion on it. We still seem to be very fond of bloggers and their writing. Because many a times its their self opinion which matters a lot to drive the influential marketing online. Lot of PR agencies or the Corporate have started relying on their opinions. Because the best part of a Blogger is he/she never writes or adds information as it is. Rather they take their own time to understand, perceive and then write on it in their own version & style. Now that sounds very interesting and very much realistic. But it works both the ways, most of the times positive and at times negative also as it is their personal opinion. But genuine bloggers do understand it well and come out with very logical and sensible opinions which drive lacs and lacs of traffic towards their Blog on daily basis and simultaneously to other destinations where the actual information belongs to

Why I chose to write about Bloggers being the most powerful journalists on WWW is because it very much connects to my old post – THE REAL TIME NEWS. As this particular post adds lot of value to it. After reading this post people might think that most of the information written in this post is towards Blogging. Absolutely NOT.. Sometimes you have to know the characteristics to understand a character.