Bloggers and Conference Press Passes: The Intricacies of Measuring Influence

Since we launched our first blogger gathering back in 2004, we’ve not only had to assess blogger influence metrics for our own events, but for several other companies as well. We recently began assisting the Consumer Electronics Association in their efforts to insure that the best aligned bloggers get in as “press” to their January 2007 CES expo in Las Vegas.

While there is no “blogger” checkbox in the 2007 CES application form, bloggers who apply as press and supply appropriate permalinks to “articles” are being routed to us for evaluation. While it’s still early in the process, we’ve processed several dozen blogger requests and are pleased to report that CEA is very happy with the results of our research.

We know from our conferences and consulting that PR firms worldwide are working hard to cultivate and prioritize bloggers for their clients, so let me share the approach we are taking.

In a nutshell, we are looking for individuals that a typical CES exhibitor would want to have come to their booth. The ultimate blog(ger) would have the following attributes:

a) Lots of eyeballs: A highly trafficked blog

b) Lots of influence: Inbound links, bookmarks, and subscribers aplenty

c) Lots of posts: 1 or more posts daily over a significant period

d) A “real” blog: RSS feeds, Permalinks, compliant code, etc.

e) Highly topical content: a blog or writer who mostly/exclusively writes about the kind of products being displayed at CES.

f) Other intangible assets: Passion and/or significant expertise etc.

Luckily we have automated most of the data gathering required to capture and analyze the two dozen plus metrics that give us the full picture of a blog(ger.)

Consider Engadget or Gizmodo. They have all 6 attributes. Most “A listers” have 3 or 4 (what they lack in topicality, they make up for it in other areas.) Notice how a passionate, knowledgeable newbie will be accepted — we’ve approved promising bloggers with a PageRank of zero and a non-existent Alexa ranking.

After hosting our own events and discussing “influence” metrics at length with Robert Scoble, Mary Hodder, Jeremy Pepper and many other gurus, we’ve come to the conclusion that you can’t afford to ignore those up-and coming “A”, “B”, or even “C” listers. Topicality and passion are critical and can transcend page views. Many PR firms don’t understand this yet.

More detail on this subject to come. If you are a blogger who is headed to CES, please let us know, as we plan to host a party for bloggers at the show. Just email steve AT blogbusinesssummit DOT com. We’ll be mailing all of our conference speakers and attendees as soon as we have booked the venue.

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