I just received an invitation to an event which included a whole paragraph on what I should do should I accept the invitation. It was strongly suggested in bold that I should blog and tell my friends about it. I must also make sure to link it back to their site (URL given). It was like someone telling me to laugh without telling me a joke. I was naturally a bit turned off.
It’s generally understood that bloggers will talk about what you have to offer if they find it interesting but you have to deliver the experience first. Also blogging and conversation starters can take many forms. They are not just text posted on a blog but they can be photographs on Flickr, videos on YouTube, links on Facebook, tweets etc.
I think brands and their agencies can do better to engage bloggers and here are some tips to turn them on.
1. Invite the correct target.
Send invitations to bloggers who have an interest in what you’re talking about. How do you know who these bloggers are? Start compiling a list of bloggers in the categories you or your clients are in. If you don’t have a list, you should start listening to them on Facebook or Twitter and find out what they are passionate about. Could be food, technology, music, movies, politics, parenting, teen life or a combination of a few topics. Don’t just invite based on someone’s follower count. That’s like firing blanks and events are increasingly elaborate and expensive, why waste it, unless your objective is to simply fill up a room.
2. Give them enough time to respond.
A two week notice is best. One week is minimum. If your client couldn’t decide until the a day before on whether to have a bloggers’ event – advise him to move the date or call your key bloggers and ask for a personal favour. Having a good relationship with bloggers will help here but don’t do it too often.
3. Give them as much material as you can.
You shouldn’t just send an invitation with when and where the event will be. Include a background, tell them why there’s an event and what they can expect to see, hear or learn there that they can share with their readers. Include a digital press kit if necessary or give them access to your client or speakers for an exclusive interview session, before/after the event. Continue to keep communication channels open for any questions. You want bloggers to not only post but post correct info.
4. Give them a good story to talk about.
Try not to bug a blogger to write, tweet or retweet your message. You might think it’s important (because you had promised your client you’ll deliver thousands of reactions) but to the blogger or tweeterer it may not be at all. If your message is the same over and over – it’s worse. Bloggers don’t want to sound like you and tweeterers don’t want to lose their followers by retweeting the same message from you. Unless they stand to benefit from it like a chance to win something, learn something or show off something. A good story doesn’t need a “Please RT”. So craft your tweets and make it exciting enough for people to want to retweet it.
5. Good to have a carrot but be thoughtful with the stuff you give away.
Parties or schwags may excite some bloggers to write but not all bloggers are built the same. Some love having your product to test drive. Some prefer an exclusive interview with your client. You should know what they like so you can dangle a really juicy carrot.
Back to schwags. If you pre-pack your door gifts and there’s a t-shirt in there, it’s a good idea to give one that fits. And if you’re asking for a product review, ask yourself what value is there in asking for the product back. Example, there’s a brand that recently offered bloggers a pair of their sandals to review but the sandals are on loan and has to be returned after the review is done. Now, is there value in getting a pair of used sandals back? If the item has no resale value and isn’t expensive, give it away and let the blogger help endorse it by using it.
6. Post event appreciation.
A thank you for attending note is important. This let’s you remind them (gently) of the event they have just attended. You can also include contact information for them to send questions to. If they tweet their blog post where your brand is featured, retweeting them is a good way to show your appreciation. You’re also bringing more traffic to their blog which is something all bloggers appreciate. This will definitely make them want to work with you again in the future.
Blogger engagement isn’t limited to blogger events. If you know who the bloggers are, keep your ear to the ground because opportunities to engage can happen at any time. Here’s an example. Once, I was tweeting my frustrations with a phone I was using. A PR agency picked it up and offered a phone that was just launched while my current phone was being fixed. I thought that was a brilliant move on the agency’s part.
Have you got ideas on how to better engage bloggers in Malaysia? I’d love to hear it.
