Working With Beer Bloggers - How and With Whom?

Transcript

1. Working with Beer Bloggers How and with Whom? Beer Marketing & Tourism Conference March 29, 2017
2. Your Panel Kendall Joseph BeerMakesThree.com Certified Cicerone®, beer blogger, freelance craft beer consultant Bryan Richard TheWanderingGourmand.com Craft beer, food & travel blogger / freelance writer, social media Consultant, blogger coach Lynn McIlwee HopsCanary.com Beer & travel blogger, backyard hop grower, beer festival organizer
3. Who are beer bloggers? ➔ Stats, just a few [source: State of Beer Blogging 2013; Beer Bloggers Conference] ◆ 50% have professional writing, editing, marketing, beer or food background ◆ They blog because beer is their passion (89%); to have a voice (54%) ◆ 61% have been blogging for over 2 years ◆ Popular topics: brewery stories, beer travel, beer reviews, beer industry, beer & food ➔ Expand your reach - include travel & food bloggers ➔ Local influencers
4. How to choose the right blogger ➔ Influence that bloggers have ➔ Local bloggers - beer, travel, food ➔ Targeted audience ➔ Stats: google analytics, popular posts, social media, authority score, audience interaction
5. Is it worth bringing in national beer bloggers to your region, brewery, or event? ➔ YES (ok, we’re biased) ➔ How to determine ROI ➔ Regionally vs. nationally
6. How should a brewery, guild, tour operator, or promotion agency work with a blogger ? ➔ Treat like press rather than consumers ➔ Set expectations with the bloggers ➔ Develop relationships
7. How to deal with quid pro quo ➔ Set expectations - be transparent ➔ Consider it as a business transaction ➔ Obligations, if any ➔ Promoting without consideration
8. Where to make contacts (besides here) ➔ Beer Bloggers & Writers Conference: Milwaukee - August 3 - 6 ➔ Conference content, take-aways (besides a hangover) ➔ Local bloggers, networks, communities, conferences
9. Comments? Questions?