Maria Niles, moderator @marianiles consumerpop.typepad.com/fizz
Anna Lingeris The Hershey Company @ahhnalin
Denene Millner MyBrownBaby.com @mybrownbaby
Kevin Brown @Huggies
Doug French laidoffdad.typepad.com/lod @LOD
Stephanie Quilao StephanieQuilao.com @skinnyjeans
The Brand-Blogger Connection session at BlogHer12 started off with this great story. Huggies had a new commercial that came out that showed loving capable dads with their own babies, not actors. They missed the mark. The Dad Blogger Community got up in arms about the commercials and started writing many blogs about the blunder. Huggies, within a week of the commercial and noticing the chatter on the blogs, they set a meeting and met with these bloggers in person. They listened to each other, made changes in how they were communicating their message, and ended up building a strong network with Dad Bloggers. It was a unique opportunity that has been a great working relationship learning how to work well with each other. The bigger message that the Dad Bloggers were trying to change is some of the negative connotation around fathers. And they are doing just that, together.
What’s the Best Way to Get a Brand-Blogger Relationship?
Sometimes you might have to connect a few times and tell why you want to work with the brand and why they should work with you. It is a working relationship. If you want to reach them, tweet them first. Look at the Press Page on a website to find who the contact person is and look that way, don’t call the 1-800 number. Be personable. Look in different places and be unique. Don’t give up, it can take 10 times to reach the brand. Not common for things to happen rapidly, but it can happen, especially if it is something seasonal or on the news.
Beyond the brand directly, look at their partners. Brands are looking at least 12-24 months out. Be professional with them as they are with you. Have a great pitch, be professional, and be proactive. Say how you can help them sell more products. My network includes these people and our collective reach is XX and know how your circle of influence can benefit the brand. Ask the brand if they work with an agency, get to know them too. Do your homework and know who their audience is and how yours can benefit them. Do this in three easy bullet points. Make it simple and to the point.
Goal of a Brand: One-on-one conversation with our consumers.
Blogging is media plus personality.
The voice you find on MyBrownBaby.com is very strong and the brands come to her. She works with brands through voice and personal experience. Worked with Dove on the Real Woman, Real Beauty to instill confidence in her daughters. Never talked about soap or anything else, she kept true to her self. Always remember this. Know your worth. Don’t let a brand or agency determine your worth.
Stay true to your voice and be consistent. Don’t sell out. Don’t compromise your integrity. Find the fit for you and stick with it. And remember you are a brand. Don’t lose your credibility.
Don’t forget to look at your blog on Android, iPhone, iPad, and Windows phone. Mobile is the future, start planning now. When you can go to a brand with your blog, mobile, even a book, you can show a new level of encouragement with your readers. Know your niche and your conversion rate – this is incredibly valued to brands.