2. Simultaneous
media use
AmericanIdol.com
AskMen
careerone.com.au
CARSguide.com.au
Fox.com
FoxSports.com
FoxSports.com.au
hulu.com
IGN Entertainment
Milkround
National Rugby League
NDS
News.com.au
News Digital Media
News Outdoor
Scout
Spring Widgets
truelocal.com.au
WhatIfSports

3. Online
media
outlets
Celebrities
Bloggers

4. NINI
http://blog.sina.com.cn/nini1128066
Versus
O ther cons umers 78%
C hat/dis cus s ion comments 63%
B log s 61%
B rand s ites 60%
TV/mag az ine 56%
R adio 54%
S pons ors hips 49%
S earch ads 34%
B anner ads 26%
• Bloggers are seen as the peers of your customers
• They run niche communities and tribes that are often
more granular than mainstream media
• They have a high level of amateur authenticity and of
trust – Nielsen charts

5. PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE
Talk face to face Personal blog Comments on blogs
Phone call Social network page Comments on websites
Talk face to face
Talk to shop worker Widgets Viral emails
Phone call
Consult a professional Video sharing site Auction websites
Talk face to face Talk to shop worker
Readers Letters Photo sharing site Wish lists
Talk to shop worker Consult a professional
Phone in; TV / Radio Chat rooms Ratings on retail sites
Readers letters
SMS Message boards Reviews on retail sites
Phone in; TV / Radio
Email Social Bookmarking Price comparison sites
Instant Messenger Chat room Social shopping sites
Consumer influence channels
Source: Universal McCann Erickson

6. Preparation of a blogger engagement strategy

7. •
•
•
•
David Attenborough

8. Typical blogger stereotypes according to Google

10. Self made authorities and leaders of tribes: Gretchen Rubin , Leo Babauta, Nini

12. Arianna Huffington
Articulate
Intelligent
Connected

13. Understanding your blogger

14. Step 1 – look for blogs
Here are some tools:
 Twitter search We use a lot of different methods
as bloggers are everywhere
 Weibo search
 Yahoo keyword search
 Google keyword search
 Blog search / Blog ranking charts
• Google Blogserach (www.google.com.hk/blogsearch)
• Yahoo blogs (http://hk.blog.yahoo.com)
• Top-bloggers (www.top-bloggers.com)
• Technorati (www.technorati.com)
• Alltop (www.alltop.com)
• Sina blogs

15. Technorati Top 100

16. Top-Bloggers Ranking

19. Niche markets are:
•Knowledgeable
•Engaged
•Responsive
•Helpful
•Spenders

21. Audiences where the “lightness” attribute is important
ONLINE MEDIA ONLINE MEDIA
Hiking mags Outdoors mags
Hiking blogs Facebook events
“panoramic”
Hiking blogs Adventure tourism
Hiking events blogs
Hiking clubs
Outdoor shops
“toy scene”
Paparazzi blogs
“durable”
“non slip case”

22. Han Han is a famous post-80s
generation professional race-car driver
and best-selling author and top
blogger.

23. Step 2 – review the blog
 Read at least 5 to 10 posts
 Are the posts relevant?
 Are there any biases for/against your brand? e.g. is the blogger angry at Toyota?
Toyota ad showing a Land
Cruiser pulling a Chinese
military vehicle upset many
Chinese bloggers

24. Before Conducting Outreach
Check if the blogger is
active on Facebook or
Weibo
Facebook: 5,675 fans
Sina Weibo: 6,906 fans

25. Before Conducting Outreach
Ways to investigate engagement levels
 Site meter
- No. of blog hits Within reason
- No. of blog comments
 Frequency of new posts
 No. of blog comments
 Blogger-reader
interaction
Yesterday’s visitors: 4,469
Today’s visitors: 4,245

26. Demonstrated
Blog
level of
frequency
expertise
Interactivity
Relevancy
on the blog
Ideal
blogger

27. Outreach strategy

28. Robert Scoble prefers to take his pitches through Facebook Wall Adam Ostrow from Mashable has
asked to be offered a preview of
private Beta, make sure there is a URL.
Don’t invite him to lunch, don’t call
him
Stowe Boyd has
asked to be
pitched via
Twitter ONLY
Merlin Mann wants to connect via Tom Foremski wants all his PR pitches through FaceBook
Delicious

29. It took 30 minutes to dig this information up but it
means I don’t burn my chances with Merlin

30. During Outreach
Personalize the message
 Introduce yourself and your client
 BE TRANSPARENT. Tell them why you are contacting them
 Leave your contacts
Ensure that what you have to
pitch is of interest to the blogger
and their audience
CREATE A BLOG-
WORTHY EXPERIENCE!

31. Designing a blogger experience

32. • A new luxury resort on Hainan Island, China that offers a wide range of lifestyle, recreation and
wellness facilities, including golf, spa/spring, adventure sports, luxury accommodation and a wide
range of food
• The target market is Chinese families, young couples and independent travelers
• The focal point of the promotion is the Mission Hills Star Trophy
– 4-day golf tournament which will feature a selection of star golfers
– 20 International and Asian celebrities playing alongside golfing amateurs on 28-31st Oct.
2010.
• We wanted buzz so we went with online media channels including portals, opinion leaders and
social networks.

36. • Celebrity endorsement is a popular marketing communication strategy
• In China, gut feeling is used to choose celebrities
• Generally based on
– celebrities’ income or performance
– existing celebrity rankings
– Celebrity lists in China
• Out of synch with public perception and influence of the celebrity
• A solution was needed…

37. Numerous
•Public Surveys
Fleishman-
•Focus group interviews Indexing Hillard China
•Data Mining
Celebrity
Index
Credibility
Scoring Model

38. Lots of different criteria
to choose from when
choosing celebrities
We boiled it down to this Popularity Preference Credibility
Awareness
Attention
Appearance
Professionalism
Morality
Social responsibility

39. Name No. • The aggregate index measures the overall
perception and impact of celebrities in China,
Jay Chou 1
combining the three tier-one attributes:
Jackie Chan 2 • Popularity
• Preference
Andy Lau 3 • Credibility
Fan Bingbing 4
• It’s different for every city!
Faye Wong 5
Jet Li 6
Zhang Yimou 7
Zhao Benshan 8
Zhang Ziyi 9
Chow Yun-fat 10

40. Quantitative
Qualitative

42. But wait wasn’t that a
lot of effort?

43. Long sustained build up
Mission Hills Haikou
Pre Grand Opening Post
Mission Hills Golf Hole Design
Celebrity Caddy Online Recruitment Mission Hills Star Trophy
Contest / Resort Special Package
and buzz (3 months) (several days)
Promotions
Digital Platforms
Influential Bloggers
MH Weibo Sina Portal Co-ops
Engagement

44. Why I should be chosen as a
caddy for Katherine Zeta Jones…
Online recruiting 5 celebrity
caddies by the highest re-tweets
via MH Weibo platform
 From Oct. 10 to Oct. 22
 Participants: 168
 Re-tweets: 950
 Comments: 1058

45. Plenty of Pre-launch buzz
Cute cuddly poses

46. • Invited bloggers to MH Haikou for
Family-trip + Star Trophy on-site
tournament
• Eight bloggers in golf, travel,
lifestyle and fashion fields
• 20 blog articles released and
reached 62,781 readers
• 221 weibo messages released via
bloggers’ weibo
• 1,519,830 fans reached via weibo

47. Important lifestyle content showing
different dimensions of the resort – it’s
not just about golf

48. 机器猫爱古巨基：So
handsome! Awesome! What a
calm and winning smile…Just
like he did in the ‘Did you hear
about the Morgans’, it also Jas桢桢：Ah!!! I do want the
brings me the memory of autographed hat! I’m a
‘Notting Hill’. supper fan of Hugh Grant
舞影凌乱: Please give my
message to Zeta-Jones that since the ‘Notting Hill’. I
the ornaments on her head treasured 14 movies he
are so beautiful and well- starred in in my computer!
matched with her hairstyle.
丽娜Lina: Love his action and
expression! real sunny ya?

49. Important lifestyle content showing all
the dimensions of the resort beyond golf

50. > 85,609 Weibo messages talking
about the stars and tournament
during the event

51. Other blogger outreach examples

52. Some Outreach Tips
1. Show interest
2. Make connection between your client and the blog content
3. Ask for permission
4. Links but NOT Attachment
5. Visuals vs Words
6. Communicate the way the blogger likes
http://scobleizer.com/2009/04/07/a-private-
note-to-pr-people/

53. After Outreach
1. Follow up after a respectful amount of time
2. Direct feedback from bloggers – positive or negative?
3. Track blog hits, reader’s comments
4. KEEP RECORD of EVERYTHING!

54. Coverage example – mezza9 Macau at Grand Hyatt
Macau
http://hk.myblog.yahoo.com/fongipva/article?mid=22135

55. Make friends
Create blogger Keep in touch
Research for crisis and
experience
future stories

56. Public relations, search and social – bluecurrentgroup.com
Email Max.sim@bluecurrentgroup.com
Sinamax
therealmaxsim
cn.linkedin.com/in/maxsim