{"id":350,"date":"2007-04-03T21:31:15","date_gmt":"2007-04-04T01:31:15","guid":{"rendered":"https:\/\/getgood.com\/roadmaps\/?p=350"},"modified":"2007-04-03T21:31:15","modified_gmt":"2007-04-04T01:31:15","slug":"on-blogher-and-the-dos-and-donts-of-marketing-to-bloggers","status":"publish","type":"post","link":"https:\/\/getgood.com\/roadmaps\/2007\/04\/03\/on-blogher-and-the-dos-and-donts-of-marketing-to-bloggers\/","title":{"rendered":"On BlogHer and the Do&#8217;s and Don&#8217;ts of marketing to bloggers"},"content":{"rendered":"<p>Well, better late than never I suppose. I cannot believe it has taken me more than a week to sit down to collect my thoughts on BlogHer Business last month.<\/p>\n<p>Bottom line: the inaugural <a href=\"http:\/\/blogher.org\/node\/17098\">BlogHer Business<\/a> was a worthy conference sister to the main <a href=\"http:\/\/blogher.org\/\">BlogHer<\/a> Conference (number 3 is this July), and I was honored to be a part of it. <em>&lt;Steps on soapbox&gt;<\/em> All those &quot;all white boy, all the time&quot; conference organizers who shake their heads woefully and say, &quot;but we don&#8217;t know any women to ask to speak at our conference,&quot; or &quot;but women didn&#8217;t submit any sessions,&quot; or whatever other lame excuse, could do well by getting a hold of the conference program and noting the&nbsp; great women who spoke at this conference. And don&#8217;t stop there. Any of the women who <em><strong>attended<\/strong><\/em> could do a better job than some of the lame stuff I&#8217;ve seen in my&nbsp; career. <em>&lt;Steps off&gt;<\/em><\/p>\n<p>Highlights? Everything. It was great to see so many of the women I&#8217;ve gotten to know through BlogHer over the past few years. <a href=\"http:\/\/workerbeesblog.blogspot.com\/index.html\">Elisa Camahort<\/a>. <a href=\"http:\/\/www.jorydesjardins.com\/pause\/\">Jory Des Jardins.<\/a> <a href=\"http:\/\/surfette.typepad.com\/surfette\/\">Lisa Stone.<\/a> <a href=\"http:\/\/consumerpop.typepad.com\/fizz\/2007\/03\/my_blogher_busi.html\">Maria Niles.<\/a> <a href=\"http:\/\/www.lipsticking.com\/\">Yvonne DeVita<\/a>. <a href=\"http:\/\/bloombergmarketing.blogs.com\/bloomberg_marketing\/\">Toby Bloomberg.<\/a> <a href=\"http:\/\/www.rightconversation.com\/\">Amy Gahran.<\/a> <a href=\"http:\/\/www.resonancepartnership.com\/\">Marianne Richmond.<\/a> <a href=\"http:\/\/www.xynomedia.com\/\">Lena West.<\/a> <a href=\"http:\/\/funnybusiness.typepad.com\/\">Elana Centor.<\/a> My co-panelists in the blogger relations panel <a href=\"http:\/\/www.elise.com\/weblog\/archives\/004368blogher_business_2007.php\">Elise Bauer<\/a> and<a href=\"http:\/\/shefinds.com\/index.php\"> Michelle Madhok<\/a>. The effervescent <a href=\"http:\/\/www.giftbasketbusiness.com\/index.htm\">Shirley Frazier<\/a> who I interviewed for the small business case study. New friend Julie Crabill from SHIFT PR who did a noble job in the &quot;press release must die&quot; session. And so many more. And of course distaff regulars <a href=\"http:\/\/www.socialcustomer.com\/\">Chris Carfi <\/a>and <a href=\"http:\/\/twitter.com\/jspepper\">Jeremy Pepper<\/a> (pink shirt and all).&nbsp; The boys in the band??<\/p>\n<p>As part of our session, Elise, Michelle and I developed <strong>The Do\u2019s and Don\u2019ts of Marketing to Bloggers. <\/strong>If you think of any others we should add, please let us know.<\/p>\n<p><strong>Do:<\/strong> <\/p>\n<ul>\n<li>Create a targeted list of bloggers. Read the blogs regularly.<\/li>\n<li>Know the blogs you are approaching. Address the blogger by name.<\/li>\n<li>Be relevant to the blogger\u2019s interests.Make sure your outreach includes a benefit for the blogger \u2013 a product she\u2019d like to review, exclusive information, access to company principals, etc.<\/li>\n<li>Treat the blogger with the same respect you would a professional journalist.<\/li>\n<li>Be open to constructive feedback from bloggers. Ask for it.<\/li>\n<li>Offer to send product with no strings attached.<\/li>\n<li>Ask bloggers what they need from you.<em>(suggested by an attendee at the panel.)<\/em><\/li>\n<\/ul>\n<p><strong>Don\u2019t:<\/strong><\/p>\n<ul>\n<li>Do not send obvious form letters.<\/li>\n<li>Do not ask for links, unless you are willing to pay for them.<\/li>\n<li>Do not leave blog comments plugging your products.<\/li>\n<li>Do not come on too strong.<\/li>\n<li>Do not put the blogger on your mailing list without permission.<\/li>\n<\/ul>\n<p>Our session was ably live-blogged by&nbsp; <a href=\"http:\/\/blog.bibrik.com\/archives\/2007\/03\/blogher_biz_-_effective_blogger_relations.html\">Rachel Clarke<\/a> and&nbsp; <a href=\"http:\/\/www.divinereality.com\/archives\/2007\/03\/forget_the_alis.php\">Meghan Garnhum<\/a> if you want the blow by blow. <\/p>\n<p>My husband and son joined me Friday night and we spent the weekend in NYC. On our way to see <strong>Tarzan <\/strong>on Broadway on Saturday, we ran into Rachel Clarke and<a href=\"http:\/\/www.kleenex.com\/USA\/Home.aspx?sectionID=&amp;s=\"> the Kleenex &quot;let it out&quot;<\/a> campaign in Times Square. Rachel works for JWT and this is one of her projects. She took some great pictures of us on <a href=\"http:\/\/www.flickr.com\/photos\/rachelc\/sets\/72157600027018792\/\">the Blue Couch<\/a> (we&#8217;re the first three in the set.)<\/p>\n<p>And then we saw <strong>Tarzan,<\/strong> which was much better than I expected. March is <a href=\"http:\/\/www.broadwaycares.org\/index.cfm\">Broadway Cares\/Equity Fights AIDS <\/a>month, in which all the shows (nationwide) raise money for charity. At Tarzan, we had plenty of opportunities to part with our cash, but I could not resist having my son&#8217;s picture with Tarzan, proceeds to charity. <\/p>\n<p><img decoding=\"async\" loading=\"lazy\" height=\"484\" src=\"https:\/\/\/\/i0.wp.com\/getgood.typepad.com\/getgood_strategic_marketi\/SCAN0002.JPG?resize=402%2C484&#038;ssl=1\" width=\"402\" style=\"MARGIN: 5px\" data-recalc-dims=\"1\" \/><\/p>\n<p><small>Tags: <a href=\"http:\/\/technorati.com\/tag\/blogher\" rel=\"tag\">blogher<\/a>, <a href=\"http:\/\/technorati.com\/tag\/blogher+business\" rel=\"tag\">blogher business<\/a>, <a href=\"http:\/\/technorati.com\/tag\/blogger+relations\" rel=\"tag\">blogger relations<\/a>, <a href=\"http:\/\/technorati.com\/tag\/tarzan\" rel=\"tag\">tarzan<\/a><\/small><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Well, better late than never I suppose. I cannot believe it has taken me more than a week to sit down to collect my thoughts on BlogHer Business last month. Bottom line: the inaugural BlogHer Business was a worthy conference sister to the main BlogHer Conference (number 3 is this July), and I was honored [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":""},"categories":[36,20],"tags":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.9 - aioseo.com -->\n\t<meta name=\"description\" content=\"Well, better late than never I suppose. I cannot believe it has taken me more than a week to sit down to collect my thoughts on BlogHer Business last month. 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