Showing posts with label PR. Show all posts
Showing posts with label PR. Show all posts

Marketing to Mom Bloggers: What Not to Do

Monday, March 8, 2010

I've been cleaning up my dashboard, getting rid of posts I started but never finished, and came across this one from almost one year ago today. It's amazing we're still talking about stats, what they mean and how companies should do their own initial research. I wonder how many PR and marketing firms are actually listening? The successful campaigns seem to be the exception, not the rule.

I left a long, kind of angry comment on a marketing blog recently and I feel badly for taking over the conversation. The post is directed at PR people and focuses on what mom's who blog would like PR people to know about working with us. Rohit lists some excellent points as did others in the comments section. His post touched a nerve and brought back a bad memory for me. This is my comment, copied and pasted in full:

"Very good points! Another stumbling block I run into is companies who only want to play "the numbers game." Please don't assume that just because our numbers haven't made it to the level of other bloggers, that our opinions aren't just as valid. I would much rather read a review from someone who had a real, legitimate need for a product over someone who was given the opportunity just because they have 'X' number of subscribers or 'X' number of unique visits per day. Also, please consider that someone who does a lot or reviews and giveaways may have big numbers, but not a very engaged audience (people who only subscribe and comment for the giveaway for example).


I had a company agree to work with me on a brand-new site I contribute to. There was no free product involved, just a feature in an article I was putting together. When the PR person asked for the site stats I was very honest that the site had only been live for less than two months and that we were trying to build a readership and had not started using any analytics features because it was too early. I never heard from her again. Needless to say, I now have a very poor image of her, her company and their product and can't see myself buying from them let alone offering to include them in a national event I have coming up that they might be a really good fit for. Can you say, burned bridge?! Sorry to hijack your comments with my rant but this still really upsets me!"

I still refuse to give this company any of my money and won't recommend them for business or personal occasions. Small isn't synonymous with non-influential.

Do you feel bloggers and PR/companies have made any progress toward working better together in the past year?

Blog Stats, Traffic and Followers: The Only Way to Measure Reach?

Thursday, February 4, 2010

Are your blog stats holding you back?

A few weeks ago I submitted my blog to be considered for a product testing opportunity. I was really excited because the product is something I feel I need, I can see myself using for more than just its intended purpose and really feel would impact my life greatly.

The PR company sent a survey asking about my traffic, other stats and any accolades I have received. Basically, they wanted to know how popular I am. I submitted my answers and knew I probably won't have a shot at participating. I'm bummed because I know I can give a really thorough review based on the areas I see myself using this product. I've already got several post ideas as to how I would use it. Now I'm not so sure I'll get the chance.

The panel I'm participating in Saturday at Blissdom is about advertising. Working with the other panelists on the presentation got me thinking about blog stats and traffic and how those things are measured. In my mind, blog numbers don't always paint an accurate picture of a person's influence.

So many of us have smaller, personal blogs with low numbers comparatively. But, so many of us are on the PTA, lead girl scouts, are active in our childrens' classrooms, on their sports teams, we volunteer, we have busy social lives, etc. etc. And, if we're active within our social media circle, then there's even more of a chance something we talk about will also be talked about by other influencers. 

I hear so many times that PR and brands want to develop long lasting relationships with us, but the first questions I'm asked are almost always about my stats. It's frustrating and I feel like I'm caught in a vicious circle: my blog isn't big enough for some opportunities but the chance to talk about those opportunities could help my blog grow. I'm not sure what the formula needs to be to include other avenues of influence, but I hope someone figures that out soon.

I'm hoping some of the things I pick up at Blissdom will help me find a way to make the most of the opportunities that do come my way, and open the door to new ones. How have you overcome the stats challenge? What have you done to help you get noticed?

Photo from Google Images and psdgraphics.com

Bloggers, Conferences and Sponsorships: Think Outside the Box

Friday, January 8, 2010

I think conferences are going to be really big again this year, possibly bigger than last year, both for attendees and sponsors (even with the new FTC guidelines). It seems many bloggers and companies started to see the value of learning and interacting in addition to the parties and fun. Conference season goes into full swing with Chicks Who Click in a few weeks and Blissdom and Mom 2.0 next month. There seem to be new conferences debuting this year, too (Mom It Forward has a good list compiled of almost all the conferences for 2010)

Last year, especially after BlogHer, there was a lot of "discussion" on the BlogHer site about sponsorships, what bloggers were doing to get them and how they were to fulfill their obligations once at the event.

Conference organizers have taken note of the attendees' concerns and changed or added to guidelines on sponsored bloggers and how they need to comport themselves while at a conference. I hope companies are paying attention and ready to start thinking outside the box in terms of how to sponsor a blogger, what they are going to require of the blogger and what types of things bloggers are going to offer in their sponsorship packages.

Last year, a company decided to sponsor a blogger and held a contest: write a post about why going to (insert conference) is important to you, link back to us and get people to vote on your post. That seemed to be the standard MO. Which, wasn't necessarily a bad thing. I was a finalist in the same type of contest and am thankful I had the opportunity. But, how many of those types of posts can one person write? When does it go from being authentic to copy and paste?

After I didn't win the sponsorship I was reluctant to enter any more contests.  I was afraid to turn off my readers who had zero interest in the conferences and afraid to seem so hard up to go that I would sell myself to the highest bidder (even though I was). Plus, it took a lot of time asking for votes and keeping up with my progress. Looking back, I can only remember three companies who offered to sponsor bloggers and I'm sure there had to be at least 10. I didn't buy their products either so really, how effective could that tactic have been?

If a company has the conference(es) in mind where they'd like to establish a presence, now is the time to start planning. I have a feeling there will be many more bloggers looking for such opportunities this year. Someone is going to be a good fit for the brand. Send out a query to your current contact list just to get an idea of who's interested. Start following the hashtags on Twitter, check to see if there are fan pages on Facebook, Mom Bloggers Club or Twitter Moms. The interest is there, and it could pay off really big for a company not afraid to do a little homework.

I also hope more bloggers take a pro-active approach this year and go after sponsorships on their own. I was terrified to pitch to Foot Petals, TJ Maxx/Marshalls and Nimli* but it totally paid off. I got to work with brands I was excited about and had great new clothes, shoes and custom jewelry to wear. Think of businesses you frequent, products you already use or companies you admire and ask the question. Your passion for them will be your biggest asset. Think of what you have to offer and create a proposal. The worst that can do is the company says no! 

How do you forsee companies and bloggers approaching conference sponsorships this year? What do the FTC guidelines mean for those who are sponsored? 
 
*Those were my sponsors for BlogHer last year who provided products for me and for me to give away. I am going to Blissdom courtesy of the Tastemakers and US Potato Board. I'm speaking at Blissdom as well. We're attending Disney's Social Media Moms but it's on our dime.

Hey Melanie, How Do I Get in Touch With You?

Thursday, January 1, 2009

I love to talk on the phone, but realize not everyone does. Email is my second choice. If you need to touch base with me here's how:
 
Email: ADramaticMommy [at] gmail [dot] com
Twitter: @MelanieMedia

My LinkedIn profile: http://www.linkedin.com/in/melaniesheridan 
Phone: 760-933-8824
 
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