Monday, November 16, 2009

EBay's Blogger Christmas.... A Company Doing It Right.

Photo by LifeLovePaper
I help a lot of companies determine which bloggers they should work with and I'm always a bit surprised by which writers companies decide will work best with them. Some pick the best writers they can find, some choose people that will write whatever they want them to, some choose mommy bloggers because.... well.... they are popular right now.
So this Christmas Ebay is pairing up with Martha Stewart and has asked a few bloggers to shop on their site and write about their experiences for Christmas. This is one of the first blogger outreaches that I've seen by a really commercial company that has actually chosen good bloggers. In fact, some of them are bloggers that I read almost every day.
Black Eiffel
Desire To Inspire
Charles and Hudson

This is why they did this correctly:
They chose 3 good bloggers that are an amazing fit instead of sending a mass email to 100 bloggers to try to get them to say that Ebay has great stuff for sale.
They chose bloggers with great potential. These bloggers have a great following so they know how to write with a company and (hopefully) won't let the attention ruin their blogs. On the flip side, these blogs have probably not gotten as big as they are going to so they likely will be able to capitalize on their growth. Lots of companies choose bloggers that are already as big as they are going to get and don't get as much benefit from them plus those bloggers charge a lot more to work with them.
They chose niche bloggers. These bloggers all write about the design of home, products, and projects. All three have an amazing eye for design so they will likely choose really cool objects to review.
Bravo Ebay and Martha Stewart.


Blogger Natalie | The Bobby Pin said...

This is something I'm consistently amazed at -- but love Black Eiffel and I agree with eBay on that -- find good home/product bloggers to showcase with your product. Find a good partnership.

I think my blog is in the "email 100 bloggers and hope one sticks" category right now and I get some crazy pitches. I would rather just keep working on my content and such instead of reviewing crazy products or feeling forced to write about random things.

November 16, 2009 at 4:15 PM  
Blogger Caitlin said...

Natalie - haha, yeah I think I'm on that list too.... lots of "new, amazing software".

November 17, 2009 at 9:10 AM  
Anonymous Timothy said...

Caitlin - Thanks for recognizing this unique promotion. We too are on the list of mass emailings "Dear blogger we love your content..blah.blah.blah".

You are right in realizing that organizations that focus on a smaller group of blogs can reach an audience more effectively.

November 23, 2009 at 5:53 PM  

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