According to a recent poll, roughly 30% of Americans read blogs. There are millions of active blogs archived online, and the current trend shows those numbers doubling every 5 months.
Many companies have blogs to share corporate news, updates and insights. However, there are many more blogs that are written and maintained by everyday people, moms, citizen journalists, and hobbyists who are passionate about an activity, brand or niche.
Companies can tap into this field of bloggers to gain SEO-worthy backlinks for their websites, to generate buzz around new products or services, and to gain positive online PR. The easiest way to do this is to court these bloggers by hosting an event just for them.
There are very few best practices noted online for these kinds of events to date, and fewer resources on how to go about planning and implementing such an event. Comments are welcome to add to this step-by-step guide for hosting a blogger event!
Preliminary Research for Targeting Bloggers
Before setting a date for the event, it's important to identify the business's target audience, and to research those bloggers, examiners and citizen journalists who are local, whose blogs are relevant and topical, and who appear to have regular readership.
- Research web analytical data to identify blogs and articles already linking to company websites
- Research keywords that are relevant to the product or service provided by the business
- Look for blogs or columns with comments on multiple posts
- Look for blogs or columns with recent updates, and regular posts
- Consider posting a remark on HARO (Help a Reporter Out) to call for area bloggers
- Take note of demographic information on each writer
If blogs are not regularly updated, this is not a target blogger, because they may not be regularly read.
Use the information gathered to discern whether the majority of the invitations would going to men or women, moms, students, hobbyists, etc. This information will be key in planning the event activities, timing, prizes and swag.
How to Plan a Blogger Event
Using the demographic information gathered in advance, as well as the target service or product that will be highlighted, the company hosting the event should be able to determine key decision points about the event itself.
If the target audience are moms, for example, should the event be scheduled during an afternoon, and include activities for children? Perhaps, if the product or service is something that children will experience and enjoy as well, or that the company wants to market to families. In that event, the children should have name tags in addition to the adults, and there should be fun things that engage the children, and safe spaces for play-time while there.
However, if the target product or service is not family-oriented (but their target bloggers are still moms), then perhaps an evening event with a "getaway" or "girls night out" feel to it would be more effective. Light cocktails may be appropriate, or spa-style activities and giveaways like mini chair massages, depending on the product or service highlighted.
Key points to remember at this stage of planning:
- Set the event date at least 6 weeks in advance to allow time for the word to spread, and to give attendees time to make arrangements with sitters, etc.
- Give the bloggers an idea of the giveaways, catering, and "feel" of the event in the invitation.
- Use this time to plan ahead for catering, activities, swag bags, giveaways, etc.
- Get the word out the instant the date is set. Will it be invitation only? Or can people ask to attend?
Prizes, Giveaways, and Swag
Local companies can work with local restaurants, partners, charities and communities to create swag bags that include coupons, gift certificates, little "goodies," samples and other free items that the blogger will take home after the event. Larger door prizes may also be raffled or awarded following activities.
These prizes should be relevant to the people coming to the event, and they should be relevant to the event itself and the target product or service that is being highlighted.
Hosting the Blogger Event
In addition to providing food, drink and fun activities for the bloggers attending the event, it's also a good idea to give the attendees the floor at some point through the event. This can be done via survey, by inviting attendees to give brief video interviews, or by business leaders having one-on-one chats with the bloggers.
Ensuring that they feel heard, and that their opinions will impact the way the company does business is an important part to have a successful event. Remember, part of the "deal" is that these people will go back and write an article about their experience with the company. Their experience should be as good as possible!
Following the event, publicly thank each of the attendees for coming, and gently remind them to send you a link for their related blog post or article about the event. The company should offer to promote their link via the company blog or social media outlets to the company’s fans.
Alicia King - Alicia King has been writing for Suite 101 since June of 2007. For over a year, she was the Featured Writer for the Suite section about ...
