I had the pleasure of discussing LATISM’s Latina Blogger SurveyPR Newswire’s Multicultural Division webinar results during the recent , “The Spanglish of Social Media: The Importance of Relevant Communications.”
(You can listen to the archived audio recording here )
Due to timing, some of the questions posed by participants went unanswered. The session moderator passed along questions that were mainly directed toward me regarding Latina bloggers, so I am addressing some of these below. Stay tuned for more Q&A Time from PR Newswire regarding other Webinar questions.
Some hard and fast rules for marketers to capitalize on the Latina blogger explosion while safeguarding the integrity & credibility of their brands:
1) Become familiar with a blog prior to contacting the blogger. Latinas blog about anything and everything and not necessarily about being Latinas. Each one has a different audience, a tone of voice and most importantly, a set subject matter they talk about. Sending baby product samples to a technology blogger will not help, and may actually backfire as the blogger may write a post in complaint of your attempt. Do your homework.
2) Set clear expectations for both the blogger and your company/brand:
- Remember, these bloggers are not necessarily marketers. You have got to take them by the hand especially when it comes to things like product claims and the nature of your relationship with them. Discuss key brand points and objectives and make sure the blogger becomes familiar with them. Within your own company as well, make sure everyone is on board as to what the campaign can and cannot do.
3) Set realistic metrics before starting. Define what campaign success means for your brand: Is it brand awareness? Social media mentions? More site traffic? Backlinks to your own site? Keep in mind the audience the blogger reaches, and know that you will not be able to blanket the entire Latino market via a single blogging campaign.
4) Track, track, track. Make sure you set up a monitoring system beforehand. Key things to look for:
- Volume: This includes the number of mentions of brand or campaign name in other channels during the campaign, whether or not there was an increase in Facebook Likes or Twitter follows coming from links shared in Social Media sites as well as any backlinks created to your site from other sites during the campaign.
- Quality: this can be assessed by the page rank of the referring site. Don’t forget that an increment in awareness could generate other sales as well, but these are harder to measure.
The collective reach from all participating sites, the reciprocal links and mentions on other sites can be mind-blowing, especially considering the relatively small media spend a campaign like this entails.
5) Be transparent: Keep records of all communications and be ready to disclose details of your dealings with the bloggers and require full disclosure about the nature of the relationship with you. Doing so might save your brand lots of headaches later.
6) Don’t go overboard. A smaller blogger campaign may be more effective, so really defining your audience is key. Who do you want to reach? Is it Latina moms, Latinos involved in politics or art? More effective than tons of blog posts that fall on deaf ears of an uninterested audience, you want to build a loyal following of true believers in your brand. [See point #3]
7) Continue the engagement after the campaign. Doing a “hit and run” after your campaign ends means losing the opportunity to develop some real engagement with a blogger, which can only happen over time. True value comes when a blogger becomes a “convert” of your brand for the long run.
The most important thing to remember, though, is to fit your Latina blogger outreach within your larger brand goals. While a blogger campaign can be an immense source of traffic and business, running it by itself will only yield limited results. Make sure you give it the support it needs on your site, in social media and any other platforms in which your brand has an active presence.
About Elianne Ramos (@ergeekgoddess)
Elianne is the Principal and CEO of Speak Hispanic Communications and Vice-chair of Communications and PR for Latinos in Social Media [LATISM]. Formerly, she was the VP, Creative Director and founder of i3 Creative Group, managing production teams working concurrently in the United States, Mexico, Uruguay and Argentina. In over 15 years of Creative Direction, Copywriting, Public Speaking, Public Relations and TV Commercial Production experience, Elianne has developed broadcast, multimedia and social media campaigns for clients such as Procter & Gamble, Panasonic, SlimFast, Chivas Regal, HSBC Bank and AARP. She’s also led creative workshops and lectures at marketing conferences and universities in both the United States and South America. Her writing has appeared in numerous books and publications including the Chicken Soup for the Soul series. She is also a Latino Outreach Board member at The Walters Museum.