My team and I have executed dozens of blogger outreach campaigns; and they are all different. There is no way to predict how they will roll out. You can have a good idea of course, but each execution carries with it a set of learnings that enables you to build upon your capabilities. For me, this is the best part. The unpredictability of these campaigns is what makes them so interesting.
I just read an article on iMedia called: "Blogger Outreach Based on Quality Not Quantity" - http://www.imediaconnection.com/summits/coverage/28928.asp The article really packages the process nicely. The most important thing is knowing your publishers. Our process internally is predicated on establishing lasting, mutually beneficial relationships. Using relevant and timely content as the currency to activate them. A group of 20 bloggers can initiate a ripple effect of earned media that can garner millions of impressions; that is value you simply can't put a number on.
Over the past couple years I have worked on several CPG campaigns, where activating Mom Bloggers was the #1 priority for the client. The Mom Blogger category is the fastest growing blogger network on the web. There are over 4MM moms who actively blog, and it just keeps growing. Obviously, only 3-5 thousand of them are truly influential, but again, it's not about the numbers, it's about selecting the right ones, and bringing the right content to them at the right time. This gets them excited, it activates their social extensions, and it spreads the word virally through their collective readership.
In short, don't shy away from doing these types of campaigns, but if you do it, do it right. You can have a negative experience if you don't organize the process and execute it appropriately. Remember, know your audience, know your publishers and know your brand...only good things will come from there.
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