The moment we fancy ourselves as rockstars who should get the adoration of bloggers is the moment we turn into old PR and marketing.

Who do those marketing, advertising, and PR people think they are, anyway?

Very well-written post and quite comprehensive to boot. Many of the crucial points have already been covered, but I think the key is approach this issue in a collaborative manner.

Don’t see bloggers as the ones who will do your bidding. They’re people. People who you need to foster a relationship with. You don’t have to be all warm and fuzzy with them, but you need to break down the barriers and move away from the whole notion of “pitching” something to someone.

Find a way to connect. Be transparent. Be authentic. Throw deception out the window and be prepared to provide plenty of relevant value.

Great discussion so far, and I apologize for jumping in so late. Thanks for sharing all this Jonathan.

The reason I said at the end was twofold, but it doens’t negate your explanation. I had wanted to give th bloggers enought time to experience the product to be able to take questions from their readers effectively. And I feared that they would be perhaps more cooperative with doing it once…but i like the way you’re presenting it. Feedback throughout. The marketing company and client here the questions as well.

“Finally, this may go without saying, but it’s probably a good idea to set expectations early and very clearly with the client. If they’re looking for a sales boost, you have absolutely no control over that. They should be looking for comments, sentiment, and number of hits, for starters. Whatever it is, marketer and client should be aligned.”

I would echo CK’s suggestion of having a blogger panel – an advisory board of sorts – existing throughout the program. One of the benefits of marketing in this digital age is that we can listen, respond and change our tactics in real time.

There are as many opinions as there are bloggers out there (maybe more!), so it’s best to limit the input that you’ll be collecting. But with the right advisory group in place, they’ll help guide you to success. crayon used this approach with the Virtual Thirst program for Coca-Cola in Second Life and we were rewarded with a warm reception and lots of participation in the contest.

And while you touch on it tangentially in your horizontal/vertical tiers, I’d create a third dimension. I’m not suggesting to select based on prominence alone, but to use this as an additional measure against which to measure how far their influence goes. Understanding how many readers they have (ideally) is certainly an important measure; another way of assessing this is to look at the number of comments and links to their posts.

Finally, this may go without saying, but it’s probably a good idea to set expectations early and very clearly with the client. If they’re looking for a sales boost, you have absolutely no control over that. They should be looking for comments, sentiment, and number of hits, for starters. Whatever it is, marketer and client should be aligned.

The fact that they were both programs that reached out to bloggers was/is the only thing they have in common. Sci-Fi reached out to Sci-Fi bloggers who’s dedicated interest was Sci-Fi. Nikon reached out to marketers who did not blog about cameras (and still don’t care about cameras). Sci-Fi Channel gave 30 bloggers content to share with their communities who received value from that content because….because they have a dedicated interest in Sci-Fi. Just like the CNN/YouTube Video Debates involved people who have interest in politics and issues.

So yes, it’s Apple to Pears being they’re both fruit, or BRPs. But that’s about it.

Point well taken. For all, here is the link to Susan’s article on the Sci Fi channel’s effort:

http://getgood.typepad.com/getgood_strategic_marketi/2007/07/sci-fi-channel-.html

But I still think we’re comparing apples to pears so to speak. The Sci Fi effort was about an intangilbe object (a TV show) that they were trying to promote to an already established fan base inorder to ensure viewrship. I think the way they went about it was excellent.

With Nikon, we’re talking about a physical product that the company was looking to promto to and educate different categories/ communities/audiences of the online public – audiences that may not have know about the camera but could easily have an interest in it based upon the type of person they are. And these people have a specific relationship to the bloggers who are similar to them. Mommies reading mommy bloggers, travel afficianados reading travel blogs.

I see it as a way of reaching out to new customers.

I agree with CK that the SciFi online media tour is a great positive example. Check out Marketing Roadmaps (http://getgood.typepad.com) for my interviews with the people involved. Part one was posted earlier this month, and part two should go up later this week.

That doesn’t mean I’m against that type of campaign. It can make perfect sense for events, hotels, etc. But, if it is about value, what did the bloggers experience? And could their readers then experience the same thing?

From your lips to the marketing gods and goddesses ears :-).

I really think you’ll like the Sci-Fi example. Coined as “media tour” but truly a relations programs for influential/relevant bloggers who authentically live, love and breathe Sci-Fi (I heart Sci-Fi fans because of their passion and marketing smarts, I admit my bias fully).

Hmmm…different, but related tactic. What if we gave the bloggers a way to hold their own promos, too? Not sure how many logistics are feasible but this format is interesting, too. Though it could imply bias.

Thanks for the awesome comment!!

The reason I’d wait toward the end for the panel is because that would give the bloggers more time to experience and experiment with the product. Learn about it more. And build up ‘interest momentum” from their readers. Remember – those same readers can ask questions via comments. I also figured that having one (or at least a small amount) of panels would mean more ‘attendees’ logging on.

Why not Tier 5? Because you can’t really ensure that ‘flow of relevancy’. But that’s just for the BRP. Giveaways and contests are 100% legit (and recommended), but I see that as a different but related tactic.

Hell, I’d hope to enter one of those.

The version of BRPs I’m talking about is working with influential and relevant bloggers who can authentically and transparently blog about the product…in a way that creates value.

Gee…where’d I get those words from? ; )

As most posts (and programs) you had me at value :-). The relevancy factor is pivotal…and you taught me to say “authenticity/relevancy” because when I’m looking at BRPs from the blogger side I think “authenticity” but from the client’s side I think “relevancy”. So thanks for that. Those are my key questions to this MOST thoughtful and organized piece.

You would wait until the end for the panel? Not all the way through? And while the Tier 5 is SOL why not have an added bonus for the community (giveaways, sponsoring a fun promotion)?

Frankly, I prefer pull to push (BRPs are mainly “push”). Take the YouTube/CNN debates–they put the offer out there and pulled in people to upload videos. ANYbody could upload and only a few were chosen. My only gripe on that program was that they didn’t provide embeds for the user videos (you have to go to the site when there could have been a TON of vids on a ton of blogs) and that they didn’t address the int’l community. But see how that was a pull program that gave value to anyone who wanted to take part? win-win-win (CNN/YouTube-Bloggers-TV Viewers)

We also have the Sci-Fi media tour…this was for bloggers and was about the network “relating” to them so, in fact, it’s a BRP. While this one only targed 30 Sci-Fi bloggers their entire communities benefited. Why? Because the Sci-Fi bloggers could take those “behind-the-scene moments” back to their communities. win-win-win (client-bloggers-community).

I hope this comment added value as your post sure has. I’ll keep watching this convo.