Social Media Strategy - JenniferVanGrove.com

At this year’s BlogWorld and New Media Expo, I found myself in the hottest session with the panel of experts, Brian Solis, Chris Brogan, Jason Falls, and Lee Odden, all discussing blogging and PR. The panelists used a hashtag, #pr2, in the session to capture feedback, reactions, and general thoughts real-time through Twitter. Besides being a great idea, the hashtag created a buzz, encouraged audience participation, led to a truly interactive session, and helped me write this follow-up post. Speakers everywhere should learn from this example: create a hashtag and find a way to display the tweets to your audience.

Be Human, Build Relationships with Bloggers

A number of important ideas were discussed in the session, including the widely accepted social media mindset that “pitching” a blogger is less about the press release and more about the relationship between the blogger and the PR professional. The conclusion being that the PR folks need to take the time to professionally befriend bloggers, make connections, and be human if they’re seriously interested in getting their companies blogged about.

Blogger Relationship ROI?

When the panel opened things up for questions, the audience was stunned by a question from Michelle Evans, Marketing Services Manager for Grouse Mountain, who said the following (this is a paraphrased version)…

Why should I take the time to build relationships with bloggers who don’t have a ton of readers? Where’s the ROI?

She went on to talk about the time it takes to build a relationship—time being a commodity that she, and/or the PR people she works with, have to justify to senior management—with time spent to build a relationship being disproportionate to the value that a blogger can provide, given most bloggers don’t have a TechCrunch-size audience.

A member of the audience said…

Her tweet tries to clarify a bit…

It seems to be a question that Evans is really trying to explore, she states the following in a blog post dated before BlogWorld…

clipped from imseekingbalance.blogspot.com

The challenge for people like me (marketing types) and our cohorts (PR people) is to figure out where the line is drawn between giving people free stuff just because they write a blog and putting out meaningful pitches to influential bloggers in our area of business.

blog it

and then she asks…

clipped from imseekingbalance.blogspot.com
Where do you think that line should be drawn? Subscribers? Alexa rankings? Google page rank? Technorati? Which bloggers make the list of desirables? Tell me…
blog it

Rethink Your Strategy; From PR to Community

Michelle Evans isn’t wrong. She’s thinking like a traditional marketer. In many ways, her challenge is the challenge that many marketers and PR professionals face. She blogs, she tweets, but where does she find the ROI to support blogger outreach to the people that write her checks? I talk to people everyday who have the same challenges.

This is how I would advise a client of mine:

  1. Take a step back. Stop thinking about which bloggers to give free stuff to or send meaningful “pitches” to, and start thinking about why you want to reach bloggers in the first place—to get more customers/clients. Stop trying to find the line that separates the influential bloggers from the non-influential bloggers. That line doesn’t exist.
  2. Find your customers online. If the goal is trying to get more customers, start thinking less about bloggers to pitch and more about the people who could belong to a broader community. In the case of Grouse Mountain,  the broader community would probably consist of locals, action sports enthusiasts as well as the everyday traveler. How do you reach these people online? Instead of finding bloggers with alot of traffic, search for people, blogs, and twitter users with action sports and travel interests. Listen to them. Engage them in real conversations. This is where the relationship building comes into play. You can’t measure each relationship, but you can track the % change of company mentions across the web, or even across social sites.
  3. Make your customers feel like rock stars. Give your customers a platform, and give them a reason to talk about you. All the activities that Grouse Mountain offers are inherently desirable for people to capture and share with their friends online and off. Focus on finding ways to make it easier for visitors to share their memories online. Maybe the average customer doesn’t use Twitter or doesn’t blog, but they will likely take digital photos. Wouldn’t it be cool if the company encouraged visitors to tag their photos with “Grouse Mountain” and used their website to display these photos, or make postcards (contact creator, give them credit and % of sales) out of the truly phenomenal photos like this one? Even better, Grouse Mountain could display all “Grouse Mountain” tagged content online or in the lodge. What a cool way to make customers for life. People love to see their name and/or their content on display, just reference #pr2 effect for an immediate way to prove this.
  4. Take baby steps to prove ROI. The bottom line is that management is never going to green light resource heavy endeavors without proof. I get that. You have to start small and with something measurable. Pinpoint the things you can measure and measure change: online mentions, tagged photos, twitter followers, blog comments, and, of course, ticket sales and return customers. Ultimately it will come down to management being open to try something new and understanding why it’s important to inspire the community to talk about them online. Not everyone is ready to rethink their marketing strategy.

These are just my thoughts, I’d love to hear what you think. Do you face the same challenges in the workplace? How do you show ROI? How do you demonstrate the value of social media and/or blogger outreach efforts to management?


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  • The value isn't in the now... It's an investment in the future and it's a strategy, not a tactic.

    I've been blogging (hobby) for over three years. Little to know AdSense or referral revenue -- it wasn't the point. I wanted a way to share what I know about the E-Learning field in a way that my organization (at the time) just couldn't share. So in an effort to be a responsible member of the community and for my own narcissm, I started blogging. I'm not great at it, but after 3+ years, I've established my voice.

    Two weeks ago I blogged that I was interested in taking sidework, and that was the first time I've pitched trying to grab some work on the blog. The results have been overwhelming. My blog gets about 150 hits a day from subscribers and about 50-150 hits from search, based on activity. I've gone from having no side projects to six clients in a matter of two weeks with no advertising other than the blog.

    When you build a relationship with a blogger, you become the hammer that blogger uses
  • Great post and I agree with these key points you've made. Here's my comment.

    When talking to marketers (primarilly b2b) the first thing I advise is that to appreciate the value of bloggers and blogging or for that matter any social media they need a different mindset from that they use for traditional marketing.. It's hard for them to grasp this particularly when under pressure to justify spend/budget and being asked "well how do you know it will work?".

    Having been a corporate marketer it often comes down to knowing how to prove your business case.Therefore more numbers/comments becomes an easy measureable (if misguided) target of sorts. But there is much that marketers can do, and here's where I believe social media practitioners can assist them to understand and to help convince others in their organization. This is some of what I do when I'm asked about blogging (or social media in general).

    1. I begin with their business goals and strategy, not the SM tool. For each goal try to show ways th
  • The value isn't in the now... It's an investment in the future and it's a strategy, not a tactic.

    I've been blogging (hobby) for over three years. Little to know AdSense or referral revenue -- it wasn't the point. I wanted a way to share what I know about the E-Learning field in a way that my organization (at the time) just couldn't share. So in an effort to be a responsible member of the community and for my own narcissm, I started blogging. I'm not great at it, but after 3+ years, I've established my voice.

    Two weeks ago I blogged that I was interested in taking sidework, and that was the first time I've pitched trying to grab some work on the blog. The results have been overwhelming. My blog gets about 150 hits a day from subscribers and about 50-150 hits from search, based on activity. I've gone from having no side projects to six clients in a matter of two weeks with no advertising other than the blog.

    When you build a relationship with a blogger, you become the hammer that blogger uses
  • Great post and I agree with these key points you've made. Here's my comment.

    When talking to marketers (primarilly b2b) the first thing I advise is that to appreciate the value of bloggers and blogging or for that matter any social media they need a different mindset from that they use for traditional marketing.. It's hard for them to grasp this particularly when under pressure to justify spend/budget and being asked "well how do you know it will work?".

    Having been a corporate marketer it often comes down to knowing how to prove your business case.Therefore more numbers/comments becomes an easy measureable (if misguided) target of sorts. But there is much that marketers can do, and here's where I believe social media practitioners can assist them to understand and to help convince others in their organization. This is some of what I do when I'm asked about blogging (or social media in general).

    1. I begin with their business goals and strategy, not the SM tool. For each goal try to show ways th
  • Great post and I agree with these key points you've made. Here's my comment.

    When talking to marketers (primarilly b2b) the first thing I advise is that to appreciate the value of bloggers and blogging or for that matter any social media they need a different mindset from that they use for traditional marketing.. It's hard for them to grasp this particularly when under pressure to justify spend/budget and being asked "well how do you know it will work?".

    Having been a corporate marketer it often comes down to knowing how to prove your business case.Therefore more numbers/comments becomes an easy measureable (if misguided) target of sorts. But there is much that marketers can do, and here's where I believe social media practitioners can assist them to understand and to help convince others in their organization. This is some of what I do when I'm asked about blogging (or social media in general).

    1. I begin with their business goals and strategy, not the SM tool. For each goal try to show ways th
  • The value isn't in the now... It's an investment in the future and it's a strategy, not a tactic.

    I've been blogging (hobby) for over three years. Little to know AdSense or referral revenue -- it wasn't the point. I wanted a way to share what I know about the E-Learning field in a way that my organization (at the time) just couldn't share. So in an effort to be a responsible member of the community and for my own narcissm, I started blogging. I'm not great at it, but after 3+ years, I've established my voice.

    Two weeks ago I blogged that I was interested in taking sidework, and that was the first time I've pitched trying to grab some work on the blog. The results have been overwhelming. My blog gets about 150 hits a day from subscribers and about 50-150 hits from search, based on activity. I've gone from having no side projects to six clients in a matter of two weeks with no advertising other than the blog.

    When you build a relationship with a blogger, you become the hammer that blogger uses
  • Great post and I agree with these key points you've made. Here's my comment.

    When talking to marketers (primarilly b2b) the first thing I advise is that to appreciate the value of bloggers and blogging or for that matter any social media they need a different mindset from that they use for traditional marketing.. It's hard for them to grasp this particularly when under pressure to justify spend/budget and being asked "well how do you know it will work?".

    Having been a corporate marketer it often comes down to knowing how to prove your business case.Therefore more numbers/comments becomes an easy measureable (if misguided) target of sorts. But there is much that marketers can do, and here's where I believe social media practitioners can assist them to understand and to help convince others in their organization. This is some of what I do when I'm asked about blogging (or social media in general).

    1. I begin with their business goals and strategy, not the SM tool. For each goal try to show ways th
  • The value isn't in the now... It's an investment in the future and it's a strategy, not a tactic.

    I've been blogging (hobby) for over three years. Little to know AdSense or referral revenue -- it wasn't the point. I wanted a way to share what I know about the E-Learning field in a way that my organization (at the time) just couldn't share. So in an effort to be a responsible member of the community and for my own narcissm, I started blogging. I'm not great at it, but after 3+ years, I've established my voice.

    Two weeks ago I blogged that I was interested in taking sidework, and that was the first time I've pitched trying to grab some work on the blog. The results have been overwhelming. My blog gets about 150 hits a day from subscribers and about 50-150 hits from search, based on activity. I've gone from having no side projects to six clients in a matter of two weeks with no advertising other than the blog.

    When you build a relationship with a blogger, you become the hammer that blogger uses
  • Great post and I agree with these key points you've made. Here's my comment.

    When talking to marketers (primarilly b2b) the first thing I advise is that to appreciate the value of bloggers and blogging or for that matter any social media they need a different mindset from that they use for traditional marketing.. It's hard for them to grasp this particularly when under pressure to justify spend/budget and being asked "well how do you know it will work?".

    Having been a corporate marketer it often comes down to knowing how to prove your business case.Therefore more numbers/comments becomes an easy measureable (if misguided) target of sorts. But there is much that marketers can do, and here's where I believe social media practitioners can assist them to understand and to help convince others in their organization. This is some of what I do when I'm asked about blogging (or social media in general).

    1. I begin with their business goals and strategy, not the SM tool. For each goal try to show ways th
  • The value isn't in the now... It's an investment in the future and it's a strategy, not a tactic.

    I've been blogging (hobby) for over three years. Little to know AdSense or referral revenue -- it wasn't the point. I wanted a way to share what I know about the E-Learning field in a way that my organization (at the time) just couldn't share. So in an effort to be a responsible member of the community and for my own narcissm, I started blogging. I'm not great at it, but after 3+ years, I've established my voice.

    Two weeks ago I blogged that I was interested in taking sidework, and that was the first time I've pitched trying to grab some work on the blog. The results have been overwhelming. My blog gets about 150 hits a day from subscribers and about 50-150 hits from search, based on activity. I've gone from having no side projects to six clients in a matter of two weeks with no advertising other than the blog.

    When you build a relationship with a blogger, you become the hammer that blogger uses
  • Great post and I agree with these key points you've made. Here's my comment.

    When talking to marketers (primarilly b2b) the first thing I advise is that to appreciate the value of bloggers and blogging or for that matter any social media they need a different mindset from that they use for traditional marketing.. It's hard for them to grasp this particularly when under pressure to justify spend/budget and being asked "well how do you know it will work?".

    Having been a corporate marketer it often comes down to knowing how to prove your business case.Therefore more numbers/comments becomes an easy measureable (if misguided) target of sorts. But there is much that marketers can do, and here's where I believe social media practitioners can assist them to understand and to help convince others in their organization. This is some of what I do when I'm asked about blogging (or social media in general).

    1. I begin with their business goals and strategy, not the SM tool. For each goal try to show ways th
  • The value isn't in the now... It's an investment in the future and it's a strategy, not a tactic.

    I've been blogging (hobby) for over three years. Little to know AdSense or referral revenue -- it wasn't the point. I wanted a way to share what I know about the E-Learning field in a way that my organization (at the time) just couldn't share. So in an effort to be a responsible member of the community and for my own narcissm, I started blogging. I'm not great at it, but after 3+ years, I've established my voice.

    Two weeks ago I blogged that I was interested in taking sidework, and that was the first time I've pitched trying to grab some work on the blog. The results have been overwhelming. My blog gets about 150 hits a day from subscribers and about 50-150 hits from search, based on activity. I've gone from having no side projects to six clients in a matter of two weeks with no advertising other than the blog.

    When you build a relationship with a blogger, you become the hammer that blogger uses
  • Great post and I agree with these key points you've made. Here's my comment.

    When talking to marketers (primarilly b2b) the first thing I advise is that to appreciate the value of bloggers and blogging or for that matter any social media they need a different mindset from that they use for traditional marketing.. It's hard for them to grasp this particularly when under pressure to justify spend/budget and being asked "well how do you know it will work?".

    Having been a corporate marketer it often comes down to knowing how to prove your business case.Therefore more numbers/comments becomes an easy measureable (if misguided) target of sorts. But there is much that marketers can do, and here's where I believe social media practitioners can assist them to understand and to help convince others in their organization. This is some of what I do when I'm asked about blogging (or social media in general).

    1. I begin with their business goals and strategy, not the SM tool. For each goal try to show ways th
  • Great post and I agree with these key points you've made. Here's my comment.

    When talking to marketers (primarilly b2b) the first thing I advise is that to appreciate the value of bloggers and blogging or for that matter any social media they need a different mindset from that they use for traditional marketing.. It's hard for them to grasp this particularly when under pressure to justify spend/budget and being asked "well how do you know it will work?".

    Having been a corporate marketer it often comes down to knowing how to prove your business case.Therefore more numbers/comments becomes an easy measureable (if misguided) target of sorts. But there is much that marketers can do, and here's where I believe social media practitioners can assist them to understand and to help convince others in their organization. This is some of what I do when I'm asked about blogging (or social media in general).

    1. I begin with their business goals and strategy, not the SM tool. For each goal try to show ways th
  • The value isn't in the now... It's an investment in the future and it's a strategy, not a tactic.

    I've been blogging (hobby) for over three years. Little to know AdSense or referral revenue -- it wasn't the point. I wanted a way to share what I know about the E-Learning field in a way that my organization (at the time) just couldn't share. So in an effort to be a responsible member of the community and for my own narcissm, I started blogging. I'm not great at it, but after 3+ years, I've established my voice.

    Two weeks ago I blogged that I was interested in taking sidework, and that was the first time I've pitched trying to grab some work on the blog. The results have been overwhelming. My blog gets about 150 hits a day from subscribers and about 50-150 hits from search, based on activity. I've gone from having no side projects to six clients in a matter of two weeks with no advertising other than the blog.

    When you build a relationship with a blogger, you become the hammer that blogger uses
  • Great post and I agree with these key points you've made. Here's my comment.

    When talking to marketers (primarilly b2b) the first thing I advise is that to appreciate the value of bloggers and blogging or for that matter any social media they need a different mindset from that they use for traditional marketing.. It's hard for them to grasp this particularly when under pressure to justify spend/budget and being asked "well how do you know it will work?".

    Having been a corporate marketer it often comes down to knowing how to prove your business case.Therefore more numbers/comments becomes an easy measureable (if misguided) target of sorts. But there is much that marketers can do, and here's where I believe social media practitioners can assist them to understand and to help convince others in their organization. This is some of what I do when I'm asked about blogging (or social media in general).

    1. I begin with their business goals and strategy, not the SM tool. For each goal try to show ways th
  • The value isn't in the now... It's an investment in the future and it's a strategy, not a tactic.

    I've been blogging (hobby) for over three years. Little to know AdSense or referral revenue -- it wasn't the point. I wanted a way to share what I know about the E-Learning field in a way that my organization (at the time) just couldn't share. So in an effort to be a responsible member of the community and for my own narcissm, I started blogging. I'm not great at it, but after 3+ years, I've established my voice.

    Two weeks ago I blogged that I was interested in taking sidework, and that was the first time I've pitched trying to grab some work on the blog. The results have been overwhelming. My blog gets about 150 hits a day from subscribers and about 50-150 hits from search, based on activity. I've gone from having no side projects to six clients in a matter of two weeks with no advertising other than the blog.

    When you build a relationship with a blogger, you become the hammer that blogger uses
  • The value isn't in the now... It's an investment in the future and it's a strategy, not a tactic.

    I've been blogging (hobby) for over three years. Little to know AdSense or referral revenue -- it wasn't the point. I wanted a way to share what I know about the E-Learning field in a way that my organization (at the time) just couldn't share. So in an effort to be a responsible member of the community and for my own narcissm, I started blogging. I'm not great at it, but after 3+ years, I've established my voice.

    Two weeks ago I blogged that I was interested in taking sidework, and that was the first time I've pitched trying to grab some work on the blog. The results have been overwhelming. My blog gets about 150 hits a day from subscribers and about 50-150 hits from search, based on activity. I've gone from having no side projects to six clients in a matter of two weeks with no advertising other than the blog.

    When you build a relationship with a blogger, you become the hammer that blogger uses
  • Great post and I agree with these key points you've made. Here's my comment.

    When talking to marketers (primarilly b2b) the first thing I advise is that to appreciate the value of bloggers and blogging or for that matter any social media they need a different mindset from that they use for traditional marketing.. It's hard for them to grasp this particularly when under pressure to justify spend/budget and being asked "well how do you know it will work?".

    Having been a corporate marketer it often comes down to knowing how to prove your business case.Therefore more numbers/comments becomes an easy measureable (if misguided) target of sorts. But there is much that marketers can do, and here's where I believe social media practitioners can assist them to understand and to help convince others in their organization. This is some of what I do when I'm asked about blogging (or social media in general).

    1. I begin with their business goals and strategy, not the SM tool. For each goal try to show ways th
  • The value isn't in the now... It's an investment in the future and it's a strategy, not a tactic.

    I've been blogging (hobby) for over three years. Little to know AdSense or referral revenue -- it wasn't the point. I wanted a way to share what I know about the E-Learning field in a way that my organization (at the time) just couldn't share. So in an effort to be a responsible member of the community and for my own narcissm, I started blogging. I'm not great at it, but after 3+ years, I've established my voice.

    Two weeks ago I blogged that I was interested in taking sidework, and that was the first time I've pitched trying to grab some work on the blog. The results have been overwhelming. My blog gets about 150 hits a day from subscribers and about 50-150 hits from search, based on activity. I've gone from having no side projects to six clients in a matter of two weeks with no advertising other than the blog.

    When you build a relationship with a blogger, you become the hammer that blogger uses
  • Very interesting and well put together Jennifer. It's interesting for me (as a blogger) to read about how things work "on the other side."
  • It's refreshing to hear another blogger with the "community" mentality. I tell clients that if you go into blogging with the idea that it's going to make you money, you've already tanked. Blogger relations is about building relationships! It's the epiphany that many marketers never get. There is still a great deal of strategy involved, most of which should be concentrated on the audience. Like any PR initiative, audience is the axis from which your strategy will gain momentum.

    I also warn that this space is not for everyone. The management type that's genuinely interested in connecting with their target audience will see plenty of value in blogger relations: free market research, relationship development, word of mouth marketing, innovation, etc.


  • Brandon, your comment is 100% on point. When I advise clients to focus on relationship building, a majority of my efforts are met with some resistance. It's not until I give them real world examples and highlight real world success stories that they start to get it. No matter how hard I try, however, there are just some companies who just aren't ready to rethink their marketing and PR strategies.
  • Jennifer, you make some very excellent points. Thanks for taking the time to prepare this in such depth! It just goes to show, it truely doesn't take a lot of traffic to get noticed - just the right traffic ;) You've brought up some super ideas, so thank you. I definitely like the idea of treating our customers like rockstars. Thanks again... great ideas.
  • Jen
    We did a post just to follow up on your discussion. Here it is:
    http://news.buzzgain.com/?p=71

    Let us know what you think?
  • Great post and I agree with these key points you've made. Here's my comment.

    When talking to marketers (primarilly b2b) the first thing I advise is that to appreciate the value of bloggers and blogging or for that matter any social media they need a different mindset from that they use for traditional marketing.. It's hard for them to grasp this particularly when under pressure to justify spend/budget and being asked "well how do you know it will work?".

    Having been a corporate marketer it often comes down to knowing how to prove your business case.Therefore more numbers/comments becomes an easy measureable (if misguided) target of sorts. But there is much that marketers can do, and here's where I believe social media practitioners can assist them to understand and to help convince others in their organization. This is some of what I do when I'm asked about blogging (or social media in general).

    1. I begin with their business goals and strategy, not the SM tool. For each goal try to show ways that blogging (or twitter/other) can enhance or help them reach those goals.. such as the points you mention above. Then they need to have a strategy for blogging or whatever tool they choose to use. That strategy needs to have the customer in the centre.
    2. I ask them what investment they initially plan to make. Most know that setting up a blog is "free" but don't factor in the time and resources needed to maintain it. One of the biggest ways for companies to get attention is through participation. I also encourage a "pilot project" approach

    3.I brainstorm as many potential "success measures" as possible, because some things are easier to measure than others. I suggest it's done with as many key decision makers as possible. I try and pick " meaningful quick wins." If I am looking at how a blog can help a client in lead generation, for example, I might think of including # of new newsletter subscriptions, or research paper downloads from the blog, or how much traffic is driven to their website, or page rank increases... I think there are many ways to show ROI, but it has to start with their strategy and plan.

    I find that the "proof" required is often a very well crafted plan that answers all the key strategic questions. If increasing revenue is a goal then there does need to be a plan showing how this will be achieved even if this is long term.
  • imagium
    Great post Jennifer.

    Your comments about blogger relationship confirms what I was thinking all along. Build rapport with your community and it's much easier to get people buzzing about your products or services. It's all about connection.
  • The value isn't in the now... It's an investment in the future and it's a strategy, not a tactic.

    I've been blogging (hobby) for over three years. Little to know AdSense or referral revenue -- it wasn't the point. I wanted a way to share what I know about the E-Learning field in a way that my organization (at the time) just couldn't share. So in an effort to be a responsible member of the community and for my own narcissm, I started blogging. I'm not great at it, but after 3+ years, I've established my voice.

    Two weeks ago I blogged that I was interested in taking sidework, and that was the first time I've pitched trying to grab some work on the blog. The results have been overwhelming. My blog gets about 150 hits a day from subscribers and about 50-150 hits from search, based on activity. I've gone from having no side projects to six clients in a matter of two weeks with no advertising other than the blog.

    When you build a relationship with a blogger, you become the hammer that blogger uses for every nail of a certain kind. As a blogger, when you establish a relationship with an audience, they are chomping at the bit to collaborate with you more and more -- and the tools you bring with you.
  • in the 80's interbrand developed what was called, Brand Valuation. This concept was quickly adopted by agencies world wide and became the norm.

    Nowadays there is a new measurement, that both high PR and low PR bloggers, tweeters, and Facebookers add to just by mentioning a companies name.

    Social Capital Measurement - how much is said about a company online, what is the sentiment of the conversation, and what value does that bring to the Brand.

    Social Capital Value Add.

    Neat.
  • I just got done writing an article on this very topic for Inc.'s website and talked to a (small) company that considers this so important they have a full-time person commenting on blogs and contacting bloggers. She argues that low-readership bloggers are still worth it because you may not know where else they're writing or what influence they may have.

    There is lots of evidence to show that cultivating good relationships with bloggers can get you more bang for the buck than traditional PR, especially if you're in the technology arena.

    Best,

    Minda Zetlin
  • Excellent topic here! +1 for your subscriber base.

    @sradick points out the most important part...the influence is the most important element there. I've read plenty of blog posts from low traffic bloggers that had a big influence on me.

    But the looming question all the traditional marketers want answered is how to measure this new pr.
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