CHRISTINE YEE
Content Marketing. Writing. Social Media. SEO. Digital PR

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Digital PR and Connecting with Influencers - Dogasaur

Posted by Christine Yee on December 21, 2015 at 2:10 PM

Rather than simply connecting with dog lovers in general, I felt it was essential for Dogasaur to go a further step beyond and connect with influential individuals within this niche group. 

Theoretical Reasoning

According to network theory, hubs serve the function of connecting the entire network. 

in social networks, hubs are equivalent to influential individuals. Connecting to influencers therefore helps expand a brand's offerings to additional groups of niche followers. 


With the Dogasaur brand, influencers included:

 

  • innovative canine businesses
  • authors
  • media figures

I felt it was essential  to offer something of value in reaching out and introducing ourselves to these types of individuals.

Since this was before the days of Google hangouts, I had to leverage our existing resources. My strategy was to invite influencers to be interviewed on our blog. And this was quite effective for generating reletively quick postive responses and cultivating brand new relationships. 

Dogasaur Interviews
I arranged and wrote article interviews with various influential companies and brands such as:

(1) Pet Airways
(2) D.O.G.G. Pet Boutique
(3) My Pet Naturally
(4) Animal Planet's 2008 Groomer of the Year, Artist Knox

Additionally, I also expanded upon these areas by creating simple videos featuring a few of these individuals and businesses. Here are a couple examples:

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You need Adobe Flash Player to view this content.


Through our efforts to connect with dog lover influencers, we were able to gain greater exposure for our on-site interview content. The individuals we interviewed shared these articles to their group of social media followers. 

Creating thoughtful, quality content was an important & cost effective part of Dogasaur's development. The biggest rewards were new opportunities that resulted from the brand perception that we had developed.

Halo Foods, posted a link to our site after one of the intern (from the internship program I developed at Fabric) wrote a post about Ellen Degeneres as the co-owner of the company. The marketing department featured this piece of content on their site as one of their media sources.

 

Advertisers and ad networks are working with Dogasaur on revenue generating opportunities. This decision was not only based on traffic statistics. Dogasaur's image as an innovative and engaging brand played a significant role as well. Gorilla Nation is collaborating with us to promote our charity campaign to major corporate sponsors 



 

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