Limos to elite VIP parties. Special outfits for each conference event.  Celebrities at every turn. The Weinermobile!  More than 1500 women bloggers descended upon Chicago last week - many from remote areas of the country - and soaked in this and so much more. Given all the primps, promos and perks the doyennes of the blogosphere received, one would think that these women died and went to heaven.  But rather, the comments I heard most often? "I am overwhelmed!" "This is serious work for me." "No, I won't see Chicago, because my schedule is packed."

Two things struck me as I marveled at these women.

1)    Most have turned their thoughts, preferences and life commentary into serious business. They take meetings with some of the most influential and successful marketers in business today - all of whom are eager to crack the code and understand how they can become "the X of choice" of America's most influential mom and female voices.

2)    Amidst the frenzy of "circle Rs," most of the women reiterated the value of the conference - as it was initially intended. To get blogging women together.  To share ideas, perspectives and challenges.  To network with brands and marketers they value. As such, the lounges and casual events got the best reviews. Bloggers appreciated the opportunity to chat with one another. To the chagrin, I am sure, of all the companies who sponsored sessions, many confessed to skipping the formal programs.

My husband likened my description of BlogHer 2009 to his days in the record industry. Record label giants would flock to radio programmer conferences, and spend many, many thousands of dollars to woo influential radio programmers with dinners, parties and lavish gifts, in their quest to "release" the next Sheryl Crow.  "It's sooo old school," he said - chuckling at the juxtaposition against so called "new media."
 
Sure, BlogHer attendees seemed tickled and excited about the attention and the goodies offered by the sponsors - who wouldn't? But it's blogging they care most about. That drive to succeed is what we as marketers should support - instead of focusing on the swag.  As marketers, let's help them do their jobs better. Differentiate their content with great ideas. Build their audiences. Integrate meaningfully with brands and products. Stage thoughtful events and contests. If we ask for feedback - like everyone is - let's make sure it's something they care about.
 
Remember Steve Martin's wife played by Bernadette Peters in The Jerk? "I just want the stuff," she purred in one scene.  Not true with these gals. They want success.



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The channels may change, but when it comes to engaging influencers to deliver a brand story, the principles remain fundamental. In my view, Claire Cain Miller's article in Sunday's (July 2, 2009) New York Times, "Spinning the Web: P.R. In the Silicon Valley," only got part of it right in her assessment of the evolution of public relations in the wake of social media. For companies - especially PR and other communications agencies - looking to drive earned content, the world of "make or break" influencers has expanded significantly beyond reporters. They now make up just one subset in the ecosystem of influencers. This is true. It's critical that companies know who is driving sustainable thought-leading conversations in their categories.

What I found troubling about McCain's assessment was the implication that the story doesn't matter. In her article, she commented extensively how publicist Brooke Hammerling has aggressively and strategically amassed her contacts, and the success that impressive Rolodex has yielded for her:

From the get-go, she focused on one-on-one communication and relationships with hundreds of writers and pundits. Over the years, her contact list swelled to the point that her stories now overflow with dropped names. There are the e-mail messages from Larry Ellison, the chief executive of Oracle, and the time she handled a client's crisis from her BlackBerry while traveling to St. Barts to join the former Hollywood überagent Michael Ovitz and his family on his yacht. Or the time she was in her bikini at a Mexican resort, checking her e-mail at the hotel's computer, when Ron Conway, a veteran tech investor, walked in.

Claire Cain Miller's take: As long as you have contacts, and in certain instances, a bikini, communicators can generate interest and visibility for companies and their ideas. Her story implied that today, only your contacts matter.
 
Not true. To appeal to a reporter, a blogger, an eminent industry influencer - and especially a consumer, you need substance: A strategy to make an idea truly stand out. It doesn't have to be a big event.  In fact, in my experience in PR and now word of mouth marketing, flash no longer guarantees eyeballs. A truly interesting message, offer or product does. What's exciting about this era in communications is that the court of public opinion now dictates what's interesting. Companies need to work harder and smarter to have great products, to manage their publics well, and, yes, then appeal to the right influencers to share their news.

Zócalo Group is not a traditional PR agency. We focus on building sustainable word of mouth. But in our quest to drive conversations and recommendations for brands, we devote considerable thought and effort to crafting a sharable story. This comes first. Only then do you embrace the right storytellers - bikini or no bikini.



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