New business set to drive brand and blogger partnerships
MELBOURNE, VIC May 3, 2011 – NEW research shows people are now more influenced by the opinion of a blogger than a celebrity, prompting companies to look for ways to better connect with bloggers. A study by American women’s blogging community BlogHer has revealed a trend of buyers trusting the opinion of a regular person over corporate messages.
As more companies begin pitching to bloggers, Melbourne mum Louisa Claire has launched Brand Meets Blog as a way to connect the two. Louisa said it was in response to blogger requests to better match them with brand campaigns – and to do it properly. “I like to call us a matchmaking service – we do the introductions, whether you go on a date is up to you.’’
“The number one message coming from bloggers to brands and PR is they want to be known, they want personalised communication and at the very basic level they want their name spelt properly,’’ Louisa said. With 2000-plus mummy bloggers alone in Australia, not to mention craft, food, fashion and lifestyle bloggers, it was increasingly difficult for brands to offer this approach, she said.
Working with hundreds of Australian bloggers and adding more to its network each day, the business connects brands and bloggers for targeted, personal campaigns that offer maximum value for both parties. Along with a consulting service, it offers a monthly Brand Meets Blog newsletter introducing a different niche each month, key bloggers within it and information about how to work best with these bloggers.
The initial focus will be on brand-savvy parenting and lifestyle bloggers, with plans afoot to spread across the Australian blogosphere as growth demands. It has already been welcomed by bloggers and PR alike with Public Relations teams responding by rethinking their strategies for their blogger outreach.
“Many brands are yet to really own their space in social media and bloggers can offer them access to that untapped pool of customers,’’ she said. “Brand Meets Blog can help brands get those crucial first steps right. Bloggers and PR companies are in the phase of educating each other on how it’s done. Brand Meets Blog makes this a seamless process.’’
Louisa Claire is a mum of two who started writing 4 ½ years ago on her personal blog Everything Is Edible as a way to keep in touch with family interstate. She has blogged through the birth of her two children and the many challenges and triumphs of parenting. Everything is Edible is now about positive purposeful parenting. She connects with hundreds of women daily from around Australia and the world.
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“Bloody great idea! I am sick of saying no to nappy and washing powder pitches,’’ well known Sydney blogger Mrs Woog from Woogsworld.
“The Brand Meets Blog newsletter is a valuable resource for connecting and engaging with influential personal bloggers. Being able to utilise the insights provided assists in saving time for both PR professionals and bloggers. Brand Meets Blog really is a must-have for anyone working within the blogosphere.’’ Immerse Agency director Michelle Palmer
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