“BlogHer is a snake meal of ideas in a wonton wrapper of love. Afterwards you need a two-day nap, then it nourishes you for a year.” – @debontherocks
Well, it’s been a few weeks since my snake meal and requisite post-conference nap, and those ideas are still percolating. It was a big privilege to participate in the conference in Chicago this year, and especially to share an agency perspective on communicating social ROI with a room full of talented content creators.
The bloggers who attended had excellent questions, and for those who didn’t attend or follow on the BlogHer virtual conference, here’s a short discussion of some of the compelling questions that the community raised.
What are the baseline ROI metrics brands want to see?
To me, there isn’t a magic number, so here’s my advice: As a content creator, you’ve got to be honest with your sponsors, of course, and you’ve got to know where your sponsored programs fit in the sales funnel. For sponsors who are looking for awareness, at the top of the funnel, they’ll likely want to see as many impressions as you can muster. For sponsors who are more focused on qualitative programs, like receiving feedback during a product trial, they will be seeking a highly engaged community that is focused in their target area.
If I have 1,000 followers, that equals 1,000 impressions, right?
This is a common misperception of the term “impressions.” Impressions simply means the opportunity to view content, and it is a machine-driven (algorithm) calculation, not a simple 1:1 ratio. In the case of Facebook, you need to rely on Facebook Insights for your page to calculate the total opportunity to view your content. For Twitter-sponsored content, rely on an accepted tool, like Tweetreach, to calculate impressions on your content. There are tools becoming available for Pinterest and other popular social networks as well.
What if you’re just getting started and you can’t point to sponsored tactics that have worked well with brands in the past?
Be ready to define your community in both demographic and psychographic terms, and express strongly to a potential partner the activities you feel will resonate.
I need the brands I work with to give back to my community, not just expect me to give my capital to them. How do I address that?
Outline the “gives and gets.” For example, if it is important to you to have a sponsor give you a shout-out on their social networks, ask for it and put it in your contract!
Did you follow the news from BlogHer’13? Which speakers or topics caught your attention this year?