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BlogHer 2012: Photo Journal

As you may remember from last week, we were counting down the days to BlogHer 2012 and it finally arrived! We here at Flightpath thought that we should share the highlights in a photo journal. Enjoy!

As you may remember from last week, we were counting down the days to BlogHer 2012 and it finally arrived!  We here at Flightpath thought that we should share the highlights through photos of our experience this past weekend. Enjoy!

A warm (digital) welcome by President Barack Obama to start off the conference.

Samsung was one of the many brands that participated as a sponsor with a showroom to display the new and soon-to-launch products for work and play.

There were floors filled with a variety of brands in technology, fashion, home, cooking and more that offered incentives such as sweepstakes, giveaways and contests. It was the platform for brands to share their elevator pitch and get products into the hands of bloggers, not only for media consideration but as potential new customers.

Me striking a pose as I’m making way through the the crowded floor, but I can’t beat Betsy’s modeling skills…

We think Betsy nailed it with her signature pose and should win America’s Top Social Media Model. Tyra would be so proud. Just an example of how brands had some fun with guests using props for impromptu photo shoots.

One of the many sessions we attended. This one discussed best practices for both bloggers and brands on how to work together for opportunities. As you can see, it was a packed house.

Oh yeah, did we mention how we met Martha Stewart? Brands like Staples and Avery upped the ante by bringing along celebrities to the conference to interact face-to-face with bloggers.

Don’t worry if you didn’t get a chance to attend this year in New York City. They’ve announced that BlogHer 2013 will be in Chicago and we can’t wait to see what’s in store then.

Apple to Buy The Fancy? Why Fancy Crushed Pinterest

Why would Apple be interested in buying The Fancy and not Pinterest? Simple. The Fancy has a monetization strategy. Brands are able to promote products on The Fancy homepage, and customers are encouraged to add items the Fancy to a shopping cart and buy directly through the site. The Fancy generates revenue for brands and itself. Pinterest does not.

Business Insider reported over the weekend that Apple is interested in buying The Fancy. If Apple does buy The Fancy, this will be a nail in the coffin for Pinterest. While Pinterest may have the dedication of middle America, an Apple owned The Fancy will have the hearts and wallets of the affluent.

Why would Apple be interested in buying The Fancy and not Pinterest? Simple: The Fancy has a monetization strategy. Brands are able to promote products on The Fancy homepage, and customers are encouraged to add items to a shopping cart and buy directly through the site. The Fancy generates revenue for brands and itself; Pinterest does not.

While Pinterest has proven a great traffic driver, brands are ultimately interested in driving sales. The Fancy was designed with a dual purpose: to drive brand awareness and sales.  Another Business Insider post reported that The Fancy is generating more than $10,000 daily in sales for the brands promoting their goods on the site.

Another great reason for Apple to purchase The Fancy is that both appeal to a higher income consumer willing to pay more for products with great design.

So, why should you as a marketer care about Apple’s acquisition of The Fancy? Months back, we contacted The Fancy and were advised that only a few brands per week receive email and homepage promotion.

At that time, there was a waiting period of a month to schedule a promotion. Once Apple purchases The Fancy, their already considerable traffic could potentially explode among the highly desirable wealthy, design conscious consumer and every brand will want to be promoted there.

If the brand you represent is interested in a promotion on The Fancy, we have a tip from The Fancy founder Joseph Einhorn: make sure you have “wicked” photos. According to Einhorn, photos on The Fancy are everything. Editorial style shots of your product will ensure good sales performance on the site.

Now is a great time to get the brand you represent in line for a promotion on The Fancy, and you will make your client look brilliant for being in early.

Countdown to BlogHer ’12

Countdown to BlogHer ’12. The Flightpath team will be joining bloggers and brands at this year’s BlogHer in New York City. Find out how you and your brand can leverage conferences such as this one to network and interact with bloggers.

In one week, the Flightpath team will attend one of the biggest conferences that will be taking place this year in New York City – BlogHer.  Thousands of bloggers from all over the country travel to be a part of this major event.

It’s amazing to think that over the years how the blogging community has grown and shown great support of each other.  Women supporting other women, not only in the business of blogging but as marketing professionals as well.  BlogHer sets the stage where brands can interact vis-à-vis with bloggers and receive real-time insight to their products and build a strong professional relationships.  Every year brands, celebrities and influencers offer their expertise during scheduled panels and this year it includes major players such as Martha Stewart, Katie Couric, Christy Turlington Burns and more.

Another growth factor for BlogHer to note is the amount of brands that partake in this conference.  With sponsors like Johnson & Johnson, Pfizer, Hillshire Farm, Dannon, Verizon Wireless and so much more.

If you’re a marketer or a brand that has not participated in BlogHer in the past, our best advice for you is to get your team a pass to attend as a guest and observe.  This will allow you to interact with guests and see what’s in store at the conference to better prepare not only for yourself but for the needs of your client.  It will give you an advantage to plan ahead and see what works and doesn’t work to create a successful strategic plan.  Be sure to check out BlogHer for additional information.

Follow us on Twitter and Instagram where we’ll be reporting from BlogHer ’12 conference using hashtag #BlogHer12.

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Pinterest Analytics Tools Comparison – PinReach vs Pinerly

We took a look at 2 of the most popular Pinterest analytics tools available, Pinerly and PinReach and put them head to head to find out which offered the best Pinterest account analytics tools for brands.

We took a look at 2 of the most popular Pinterest analytics tools available, Pinerly and PinReach and put them head to head to find out which offered the best Pinterest account analytics tools for brands. So you can know  if your content is reaching an audience and also gather the stats you need to report back about your Pinterest campaign to your client.


Pinerly is a complete Pinterest account management platform. In our opinion, this is the best Pinterest analytics tool for marketers. It offers lots of great stats (or Pinalytics) on your Pinterest account including number of repins and likes on individual pins.

On the downside, in order for pins to be tracked by Pinerly each pin must each be created through Pinerly. This means that pins show the URL of origin as,  instead of your brand’s URL. The good news is that any clicks of your pins are still directed to the URL of your choice.

Perhaps once Pinerly is out of beta, there will be a white label option as part of a premium package for brands (not anything we saw on Pinerly just guessing they are going to have a monetization strategy unlike Pinterest). It would also be great if brands could promote pins by paying to be featured in Pinerly’s suggested pins. However, there are currently no opportunities for brands to pay to promote content to other Pinerly users.

What we like:

  • Scheduling coming soon- a huge bonus for marketers since Pinterest activity peeks during off hours.
  • Analytics good enough to report back to a client with
  • Looking for feedback from users

What we don’t like:

  • shown as pin URL
  • No brand promotion opportunities
  • No comment tracker
  • Still in beta- though you can request an invite here


Billed as a tool for understanding and measuring the impact of your Pinterest account, PinReach is a lot like Klout for Pinterest.  Users are assigned PinReach scores  based upon the amount of engagement (repins, likes and comments) their Pinterest content receives.

Scores range from 0-90+. According to PinReach, most accounts fall into the 30-39 score range, and there are no PinReach users who have scored above an 89 (Etsy must not have checked their score yet). Certain types of interactions have more influence on a  PinReach score. While you get points for filling your boards with pins, you get more when others repin, like or comment on your content.

One stat that PinReach provides that Pinerly does not is the amount of comments received. While the metrics available through PinReach are mostly identical to those available through Pinerly, that’s ok because PinReach has a different goal- it was designed to be less of a dashboard and more of a high level look at the influencers and top images on Pinterest.

What we like:

  • PinReach is very straight forward and user friendly.
  • Looking at trending pins can be great inspiration for creating your own.
  • Much like a Klout score, a PinReach score is a fun way to gamify Pinterest. If you are aiming to brag at BlogHer, having a high PinReach score is just the ticket.

What we don’t like:

  • No brand promotion opportunities
  • From a social media marketer’s point of view, the PinReach score, is not necessary. (You know what we mean if you have ever watched a client’s eyes glaze over while explaining a Klout score).
  • Not the in-depth analytics you need for reporting purposes.

What Pinterest analytics tools are you using? Leave a comment and let us know.

BlogHer Food 2011: Takeaways

This weekend I attended the BlogHer Food conference in Atlanta. I came to the conference to learn more from about food blogging from the agency-side and from a blogger’s perspective, as I write my own food blog. It was a breath of fresh air to step away from the agency side of things and meet with other bloggers to discuss food, recipes and techniques, as well as building a network of friends. I told a couple of colleagues that this conference felt more like a community than a place to network and find leads.

BlogHer Food had various sessions covering topics including recipe writing, social media, branding and search engine optimization. Here are my takeaways from the two-day event:

General Food Writing

  1. Write from the heart. Readers like authenticity. Think of your readers and you will always make the right decision.
  2. According to Amelia Pane Schaffner (@ZTastyLife), when writing a restaurant review,”It’s good to have a balance; excessive ranting is bad. There must be something positive about a restaurant.”
  3. Donna Pierce of @BlackAmerCooks advises food bloggers to be honest and write negative reviews about restaurants.

Recipe Writing

  1. Food blogging is not repurposing someone else’s work.
  2. When adapting recipes, ask for permission from the author/creator of the original recipe.
  3. Useful sites to read for info on ethics and copyrighting : and

Social Media

  1. Use social media to promote your brand.
  2. Use the different social media channels effectively.
    • Mrs. Q (@fedupwithlunch): “The power of #socialmedia: you can reach so many, [and more] when you use a hashtag.”
    • Facebook is for conversations.
    • Twitter is for nuggets of information.
    • Be careful when using social media. According to cookbook author David Leite (@davidleite), “It can take years to build a reputation, but it can take two tweets to lose it.”

Search Engine Optimization
This SEO session offered great tips on how to optimize recipes without sounding like a robot.

  1. Have keyword phrases and voice – these are the two most important things about blogging. Write like you are going to write normally and keep your keyword phrase(s) in mind. It will come to you organically.
  2. Want to be seen in Google ? Use Google Rich Snippets, or hrecipe.
  3. Content is king, but structure is queen. All recipes should follow the same structure.
    • Recipe Title
    • Ingredients
    • Directions or Instructions or Method
  4. Name your photos. An example they used is ‘Braised-Lamb-Shank.jpg’.
  5. Optimize your website for mobile using HTML5.
  6. If your blog runs on WordPress, utilize the following plugins:
    • HRecipe
    • EasyRecipe
    • RecipeSEO
  7. If you use Blogger (like me –, you can optimize your content manually with the HTML editor by effectively using:
    • unordered lists <ul> to list Ingredients
    • ordered lists <ol> to list Instructions
  8. Again, structure is important. It may seem daunting the first time, but after a few blog posts, you’ll get the hang of it.

The closing keynote was inspirational, motivating, and the perfect way to end a conference with these key takeaways, which can be applied to anything beyond a food blog:

  1. Quality is everything and can sell itself. Having quality content will allow you to make a name for yourself.
  2. Stop giving away your value so cheaply.
  3. Think outside the laptop! If you want to be a brand, consider modifying your website to be readable beyond the laptop; use HTML5 so your website is readable on mobile devices.

My favorite quote from the BlogHer Food conference comes from David Leite. “You [food bloggers] are some of the most powerful people in media right now. The first time a blogger posted a recipe from my site I flew into a fury. I wanted to bring out the lawyers I was told very quietly by my publisher — don’t annoy the bloggers. They are too important. But don’t abuse your power. You can use it for good or you can use for evil. You can be seen as great, or you can be seen as skanks.”