A friend of mine recently emailed me to say that she has a new client but they’re wary of doing a blogger outreach program, and do I have any metrics about outreach ROI, especially for driving sales?
I wrote back: You’re asking for the holy grail.
However, while linking ROI to blogger outreach is not simple, it’s also not impossible. Think about the decades (centuries?) of PR people who have gone before us. How did they determine ROI on media outreach when all they had was “impressions” (a very fuzzy number that was, and is: self-reported from print and broadcast media)?
I returned from the Blissdom blogger conference about 10 days ago and am off to Dad 2.0 Summit this week. There’s a lot of blogger love happening out there, and it’s wonderful to be in the middle of it, helping to connect brands and bloggers in creative and fruitful ways.
Lately, though, I’ve been coming home from parenting/lifestyle blogger conferences both inspired and dismayed. There are some really cool ways in which brands are engaging with these bloggers, and some of those efforts come through at blogger conferences. For example, at Blissdom, ConAgra launched their Child Hunger Ends Here campaign, encouraging bloggers to add the hashtag #childhunger to their tweets to donate one meal per tweet sent during the conference. The hashtag was flying and 20,000 meals were donated, with ConAgra matching to get to a total of 40,000 meals. Bloggers for a cause … I love it.