October 23, 2014 | Posted in:Brands and Bloggers Connect
First, we want to tell you that WE LOVE YOU! As you know, there is nothing more amazing than a loyal customer, and this letter is written from a place of love.
At Deborah Mitchell Media Associates (DMMA), we want to give you the best our bloggers have to offer. In order to do that, we are asking you to be mindful of the time that it takes to execute your campaign. By giving us and our bloggers advance notice, you will get the best planning and execution for your social outreach.
Unfortunately, in the past six months, I’ve been put in situations by brands where I’ve been asked to produce information and numbers faster than you can say “go.” Brands have contacted DMMA and asked us to gather information within a few hours’ notice. Now, I can present numbers for bloggers’ social media kits, impressions, and audience reach within a few hours (with a fast, reliable team), but is this information the best that my team can produce with little or no advance notice? No, it is not.
Last November–right before the holidays–a major brand contacted me about working on a campaign for January 2014. The client had a profile of the bloggers it wanted for the campaign and contacted me to coordinate the outreach. As you know, the holidays are the busiest time of the year for most people, but for bloggers it’s amped up a notch since they are usually attending multiple events or finishing up sponsored holiday campaigns. In other words, a blogger’s calendar is pretty booked.
Nonetheless, I found some amazing bloggers who were ready to participate and spread the word with other bloggers in their network and other support groups. I know that bloggers love to learn from each other and build relationships. Helping each other by sharing opportunities is also a part of it.
My team worked feverishly to get the information together and submit it. Then, we waited and waited and waited. Once the new year came and the holidays were over, I reached out to the brand only to be told that they put the campaign on hold while they considered ways to expand their vision. Regrettably, I had to contact the bloggers who were ready to participate and give them the update.
I’ve heard complaints from bloggers who are tired of getting poor campaign leaders. They are frustrated with brands not taking the lead in their outreach needs, changing deadlines, and not providing sufficient information. In most instances, brands are still trying to understand blogger outreach and how to effectively use bloggers and their incredible influence.
In some cases, a blogger will walk away from a campaign in frustration because brands or PR agencies do not understand the concept of social media outreach.
I had a similar incident happen again recently when a potential client called asking for top line numbers and estimates as soon as possible. I could have given the brand generic top line numbers, but my campaign would not have risen to the top. I knew it could be good, really good.
As a veteran producer, I always want to give that extra nugget of information. I, of all people, understand the importance of a deadline. For me, missing one is the kiss of death, no matter what the medium. So please give us as much advance notice as possible in order to meet your deadline and share with you the best that our team has to offer.
Deborah J. Mitchell
TV/Social Media Producer Debbie Mitchell is an Emmy nominated producer who is a member of the Producers Guild of America (PGA). She is currently a member of the James Beard Broadcast and New Media Awards Committee. Deborah is Executive Producer of Arise On Screen a global and socially interactive movie review show. If you are a brand interested in Social TV, blogger outreach campaigns, or a blogger or personality interested in television placement follow Debbie Mitchell @SocialTVDeb and/or email SocialTVDeb@gmail.com, or email Nay Ayache on email@example.com.