Blogger Influence Marketing

Recently, I read an article about Hewlett Packard's "31 Days of Dragon" blogger promotion that achieved significant results. Basically, HP ran a promotion for 31 days where they gave top bloggers a $5,100 HP HDX Dragon Notebook computer to give away to their readers. HP did little to define the actual promotion for these bloggers, they only required that the bloggers give the machine away to one of their readers in a fair manner. The results of their 250K promotion was astonishing: The program was credited with an 84% increase in sales of the unit, a 10% increase in overall HP PC sales and a 14% increase in traffic to HPshopping.com. Further, the program also benefited the bloggers: The program created strong online buzz that was reflected in 400,000 Google searches that were specific to the product/contest name. Site traffic to these key bloggers increased between 150 to 5,000% during the contest.

So, this got me to thinking about a framework or marketing process that can be employed to achieve similar results.

Below I've defined "Blogger Influence Marketing" and provided details into this framework to assist those that are interested in tapping this influential group of authors.

Blogger Influence Marketing is...

A systematic approach or process where organizations actively solicit and engage online bloggers or key influencers for the purpose of obtaining a predetermined marketing objective.  Further, it provides the brand with the opportunity to engage with their target consumer through trusted and credible communications platforms, which influences purchase decision.  Programs or campaigns often include prepackaged marketing material, products, contests, promotions, giveaways, etc. that are provided to key bloggers who then execute the programs at a fraction of the price that it would cost the brand to execute the program on their own.

High-level steps to execute a Blogger Influence Marketing Campaign

1. Identify opportunity: Example could include to generate awareness of a new product launch among target consumers

2. Define marketing objectives and success measures: objectives should be clear and focused

3. Develop marketing program/campaign

4. Define program; rules and parameters

    - Develop marketing collateral and supporting elements (i.e. microsites, gadgets, widgets, etc.)

    - Identify program execution tactics and schedule

5. Identify and solicit Bloggers or key influencers for program participation

6. Execute program

7. Measure, report results, benchmark