Blog World Expo 08: My very brief take plus some thoughts that I didn't get to share on my panel (for the PR people)

At the beginning of the summer, I had definite plans to be at Blog World Expo on a panel with some kick-ass muthabloggas. As the summer progressed, those plans mutated, changed, folded in upon themselves, and fell apart.

Which brings me to exactly one week ago when Sheila called to ask if I wanted to be on a panel with her at BWE08 and I said, "No."

"I'm leaning towards no."

"I really have no desire to go to Vegas."

But Sheila is persistent (and she offered to let me snug up with her and Mr. XiaolinMama) and that's how I found myself on a plane to Vegas four days later to participate in a panel discussion on "How to Pitch to (Mom) Bloggers." Moderating the panel was the always fabulous and righteously smaht Susan Getgood.

photo courtesy: Sheila Bernus Dowd

Here are my thoughts on BWE08, but please, take them with a grain of salt since I didn't attend the entire conference. Why? Mamma doesn't like being away from her babies.

1. Our session, "How to Pitch to (Mom) Bloggers" (parenthesis theirs not mine) was head-to-head with a very similar panel. I think it was called something like, oh, I don't know, "How to Pitch to Bloggers," and featured all men.  Why the BWE08 organizers did this, I have no idea, but it was, in a word: lame. Our panel generated some great discussion—almost an hour solid of audience Q&A—but I wonder what it could have been like if our panel were at a different time. I certainly would have liked to hear if tech bloggers have to put up with some of the same frustrating bullshit that mom bloggers do. Something tells me the answer is yes.

2. Having now presented at 3 major blogger conferences, I can now say with authority that marketers come to the "How to Pitch to Mom Bloggers" session TO PITCH TO MOM BLOGGERS. We all agreed that we would announce right off the bat that there would be no pitching from the floor, but, you guessed it, there was pitching from the floor, although veiled.  Marketers attending these sessions would do well to listen to what we are telling you before starting off your questions with, "Say you were to receive a pitch regarding Fabulous and Wonderful Product X!!!, what would you do?"  There is no faster way to turn off a panel of mom bloggers about your product than to pitch it from the floor. See below.

3. I'm not sure what I was expecting in the convention hall itself, but what struck me about BWE08 was how lightly attended it seemed to be.  Maybe I just wasn't in the right place at the right time, but the last three BlogHer conventions I attended were veritably thronging with attendees. Hallways were crowded with groups of people chatting and networking. Exhibitors were busy hawking their wares. Sessions were spirited.  I expected much more...vibrancy?...but instead, the conference felt flat. Maybe it's because the venue was so spread out. And like with any convention, the power was in what was happening in the off-hours. I was deelighted to finally meet (if only briefly) Gwen Bell, Micah Baldwin, Jeremy Tanner, Aaron Brazell, Cheryl from Jack and Jill Politics, Brian Solis, Katja Presnal...and and and...everyone who handed me a card. Again, I didn't spend three days in Vegas so take my reflection for what it's worth.

4. I am sick of people telling me how I can and can't use Twitter.  Twitter asks, "What are you doing?" Banality is built in. If you are someone that expects to be dazzled by every single update that rolls across your screen, maybe you should start a Twitter group and invite only The Interesting People to join. (Good luck with that, by the way.)  If people want to share links (as long as they aren't spammers) let 'em. Song lyrics? Fine. I like seeing what people are eating for dinner. If you have a problem with how people are using Twitter, maybe it's time to step away from social media for a bit.

That's basically it in terms of my impressions.

Moving on.

One thing that's been bothering me since our panel is that I feel like the question of "how not to pitch" wasn't answered thoroughly enough. I know the question was asked but it felt a little glossed-over and for that I apologize. Things were moving along at a rapid clip.  If you are a PR person or marketer interested in my thoughts on the subject, I'm happy to continue rambling.

(See?)

For me, whether a pitch will "stick" is about relationships. It's like anything, right? If I know you, chances are I'm more likely to listen to what you have to say so make an effort to get to blogging conventions where your target audience is and network like crazy. As I say in my "about page," if I've met you and we've shared a martini or two, chances are, I'm going to be more receptive to anything you want to talk to me about. Think of it like dating. No, really!

And speaking of "about pages," if I may continue flogging this analogy, that is like a blogger's Match.com or eHarmony profile. Get to know it. Intimately. Izzy Mom has a great "about page" (scroll down a bit) that sets parameters around how she'd like to be contacted. Go read it.  Now, can you imagine blindly pitching her without reading that? I shudder to think.

By now you've undoubtedly heard that in order to make your pitch successful you should:

• personalize the email (and that includes spelling the blogger's name correctly and not addressing it to  "Dear CityMama", "Dear Mommy Blogger", or worse, "Dear [the last person you sent the pitch to])
• not copy/paste a press release into the email
• not pretend that you are "long time reader" of a blog or, related,
• not quote the last post back to the blogger (though this STILL happens)
• offer samples, but please ask before sending. (No need to ask me before sending booze, however. Just send away!)
• not harrass the blogger about when she or he will post—it's YOUR job to monitor your Google alerts, I'll post when I have time
• not even expect a post so chillax a little bit
• follow up if you don't hear from the blogger...ONCE is enough.
• (as Susan says) treat bloggers as if they are your customer because we are. We are not journalists who are paid to be objective so a little courtesy goes a long way.
• be personable—my "about page" intimates that you can use humor, wit, and boldness to reach out to me. Bring it, people.

And lastly, I'd like to add:

Please do not assume that all mommy bloggers are sitting by their computers waiting for a sample of the lastest-greatest (to borrow a line from Free to Be...You and Me) "powder or cleanser or cleaner or paste or wax or bleach" to make their lives easier. Many of us were career-driven, professional women before we dedicated this part of our lives to staying home  (or working from home in my case) and raising children.  Our brains did not shut off the moment we brought children into our lives. We are still capable of thinking critically and some of us look forward to contact with the outside world even it is via email or other forms of social media.

Don't ask us to do your marketing for you for free. If you value our opinion pay us for our time or else buy an ad or a link on our blogs.

Many of us used to do your job. Maybe we were your bosses. Lots of us treat our blogs like homegrown businesses, especially if we choose to monetize them. Please, above all else, treat us like professionals.

If you have any questions about this, I'm happy to talk to you about any and all of this further.  But be warned: I may charge you my consulting rate.

Comments

[Leticia- Tech Savvy Mama]

Absolutely awesome! You've raised my standards through this post. Since I don't have any PR experience, I used to think that I wasn't big time enough for the good pitches but to quote Stuart Smalley, "I'm smart enough, I'm good enough, and dog gone it, people like me!"

And what's up with people who pitch me and then never follow through after I get back in touch with them??? I find that really disrespectful and a complete waste of my time!

Thanks for your insight and I'm going to change my About Me page tomorrow!

[To Think Is To Create]

Excellent post! I've been on a "how to pitch" mom blogger panel before and had almost the same experience. I do feel like we've been telling PR people the same info for months and months now, but I guess eventually it will get through.

`Arianne

[Abi]

The not asking before sending thing drives me insane. Food companies must think I have an industrial freezer somewhere because a single company will send, oh, 14 pizzas for instance.

Who in the world has space for 14 pizzas? Serial killers, that's who. Only Dexter could store that many freaking pizzas.

It is at the point where I don't want free stuff from them. I like buying things myself and not dealing with the huge expectations from PR people.

Also, mooching food off of other people is good: that pho was delish.

[Susan Getgood]

Thanks for the kind words. It was great to see you and meet Sheila.

I admit, I was tempted to hand a few folks a bill for the free consulting as they walked out the door. My favorite though was the woman who came in late and asked me afterward if I could summarize the panel in a couple minutes for her. It was all I could do to not break out laughing. Sure, I can summarize an hour for you in 2 minutes.

One thing this did drive home for me was the need to have a microphone wrangler (or two if necessary) in the room rather than a stationary mike for questions. Much easier to take it away if necessary.

[Jenn]

I am so thankful that Sheila was able to convince you to go. I don't know what would have happened if you, Sheila and Susan had not stepped in when a) the panel I had set fell apart and b)I was unable to go. I am so glad you were able to speak and educate (I hope!) some people about marketing to bloggers.

Great recap! You rock my world, my friend.

[Asianmommy]

That's so true what you wrote about relationships and credibility. "Dear Blogger" just doesn't cut it. :)

[GraceD]

Dude, fuckin-A.

(you know, if some PR person used these very words with me, I'd be all over their product)

[Amanda]

I think it's so cute that you don't like to be away from your kids, not even for a couple of days. (I remember you going back to SF early when I met you at Blogher because you missed the girls!) Such a good momma!

[Karen Sugarpants]

Amen on all points, particularly re: Susan Getgood - LOVEHER, and #4...I'm sitting here nodding through reading it. You my dear, are also so smaht!

[shane_onegoodie]

Thanks for the advice. Question - if we wanted to attend the blogger conventions, is there a place where we can find out where/when they are? I seem to hear about them on Twitter, all too late.

Thanks.

[Shamelessly Sassy]

Yes. I am so sick of people telling me how and how not to use twitter. I just answer the question and roll on with my day.

[Gwen Bell]

Stefania, this is so spot on. You three are powerhouses in your field and it was a shame to see the panel so lightly attended.

Audience members (who weren't there to pitch) seemed to react to the pitches that were happening in the same way you did here. I know it's not like us to do this, but perhaps those of us on panels need to just stop people mid-pitch in the future. If we do it enough, PR people will get the point. This is not about _you_ or _your pitch_ it's about the audience and what we can learn through the experts on stage. I found it distracting and unfortunate. As Susan suggests, a mic wrangler is a must. If you need me to serve that role in a future speaking engagement and I'm in the audience, grab me.

Here's the good news. There was a lot of coverage of the panels and I'm sure the write-ups will help you all reach a wider audience. I was listening and care about what you all had to say. You have a greater reach than you could ever know.

Anyway, keep up the great work and see you at Blogher 2009, if not before then. Your voice is most definitely making an impact.

[Tara Anderson]

I'm so glad that I got the chance to see you (and meet Sheila) in Vegas this past weekend. Since I didn't get to attend any sessions (darn booth), I appreciated you sharing your thoughts in this post.

As someone who sees it happen ALL the time, I never cease to be amazed at the emails that get sent by PR people. I only hope that I continue to build quality relationships and never get lumped into that category.

Because you KNOW I'll always drink martinis with you...

[LizP]

Your rules also apply to those of us who sit at a desk in an office no where near our darling kids (except for the booze part - against company policy). The sad thing is they're not even followed for the "traditional" business world. I hate getting crap in the mail/e-mail addressed to my predecessor or The Person Responsible For (fill in duty). I am a person. I have a name. If you want my company to buy your product then take a minute to tailor your presentation to me. A local office equipment company was trying to get our business. They came to my office to do their "dog and pony show". I specifically said that I do not do phone message, I do e-mail. If I am not available immediately to talk on the phone then don't even bother to leave a message, just send me an e-mail that you tried to call. They left me 4 voice mail messages. They didn't get our business.

Basically I think these people are just stupid.

[Jamie R Lentzner]

Your advice should be required reading for anyone pitching to us bloggers. I had one company get mad at me for not highlighting her photography business in Rhode Island....I am based in SF and never, ever do that on my blog. I also attended BlogHer and have to say the more annoying pitches were from women in the audience who would ask a question only to tell everyone about their blog, or stand up and make an announcement and then blurt out their blog - wasting all our valuable time. Q & A sessions should be just that...anyway I digress, this was a great post.

[Lynn from Organicmania.com]

Great post, Stefania. I appreciated the recap as I wasn't at the conference.

Despite your valiant efforts, I wouldn't hold out much hope that the pitches will change. Journalists (esp. trade journalists) have been complaining about the same issues for years!

Fact is, most of the pitching in agencies is done by young/junior staff who are dumped on, given a pitch to get out in a very short period of time - and have no real ability to develop relationships unless they're lucky enough to work for an agency that specializes in one niche (which is hard to do).

And it's not only agencies that value quantity over quality. Ever hear the professor's lament - "My Dean can't read, but he can count."

And now with the economy in freefall, there will be more desperate pitches, so beware!

On the flip side, I know some green entrepreneurs who are frustrated because they would like to reach out to Mom bloggers or at least respond to those who contact them for product samples - but they can't afford to give away and ship so much free product!

So it's Big Business that is really reaping the benefit of the Mom blogosphere - and as you point out, they're trying to get coverage for "Free." Talk about lack of equal pay for equal work!

[Katja]

It was so nice to finally meet you, even though (too) briefly.

I agree with your view on pitching as a person who has been on the both sides, as a retailer pitching and as a mommy blogger getting pitched. It amazes me how many companies are still using the shoot and pray method - blasting tens, hundreds or even thousands of bloggers/media professionals, and just hoping someone answers them back. It is a waste of time for everyone involved.

How ever, I understand, every PR person doesn't have time to read 100 mommy blogs past the latest post, and really get to know every mommy blogger she/he wants to target. But this is where the personal relationships come in place.

My advice for PR people is that slowly build those relationships with mommy bloggers, and eventually you will have a trusted network of bloggers in your target market, who are more than happy to help you to spread the word of the products they like anyway. The key really is knowing the person to whom you pitch.

I actually think that my comment here doesn't even begin to express my thoughts on this - so please come and check my blog later this week, I will continue my comment there :)

[katelin]

This is a great post and beyond informative. As both a blogger and a person working in online marketing I am always trying to get the bloggers I want to work with bettter. And posts like this are great to make sure I don't step on any toes and only ask bloggers about things they are really truly interested in.

This post also reminds me of the panel at BlogHer this year about ethics and pitching, which was just as useful.

What I'm really trying to say is that I completely agree with you on all of it. And as a person in PR, I'm definitely trying to take note and follow suit. :)

[Barbara Jones]

It was so nice meeting you and Sheila at dinner the night before your panel. As someone who also straddles both sides of the fence, I take heed of every bit of advice and direction I get from experienced bloggers like so many I met at BlogHer and on your panel at BWE.

I think what it really comes down to is that it just takes time to get to know each other and build relationships and trust. There's really no fast track (unless of course you're giving away booze or let's say, a car right? Ha). Just take things a step at a time but really search out info and learn.

There is a lot of guidance info out there on this topic now so that if pr people choose to overlook or disregard it, it's their loss and displaced effort.

Great panel, great advice. Glad you were there.

P.S. Do you REALLY get 40 pitches a DAY?? Yowsa! That's loco.

[Rick Calvert]

I am glad you came to the event Stefania even if someone had to twist your arm a little bit 8). Sorry you didn't find it more fulfilling.

As for your panel, are you referring to "Marketing to (Mommy) Bloggers" at 12:15 on Saturday?

because I don't see any conflicting panels with similar subject matter. I can list them if you like.

As for the crowd we had over 1,700 bloggers there. It was the largest blogging event ever. The pictures on flickr tell the story better than I ever could.

[Stefania]

Rick, I'm probably getting the name mixed up but there was a very similar panel presenting at the same time. I was talking to one of the panelists in the speaker room and we were comparing notes. Some of our audience members commented on being torn about which to attend.

I was happy to do it but next time (if there is a next time) it might be nice to have less duplication.

In the end, tho, I thought our panel did a fab job!

[David]

Educational. I don't know what to think. Is corporate America that blind to the personal nature of blogging let alone "(mom)" blogging?

Thanks for the insight. I am suprised the attendance seemed sparse - Gas prices?

David