BlogFrog Inc.

• Author: Peterson, Eric
• Position: COMPANY

INITIAL LIGHT BULB Rustin Banks was working at Ball Aerospace when his wife, Tara, was blogging about parenting in Boulder County. "All of her readers tried to tack to each other in the comments section," he says. "She would post something new, and that conversation would get lost." Banks used his experience with bulletin board systems to design a social platform for blogs.

After 15,000 women-centric bloggers were using his system, Banks quit his day job in June 2009 and started focusing on BlogFrog full-time as CEO with co-founder and VP of Marketing Holly Hamann.

Instead of pursuing traditional display ads, Banks and Hamann launched a program for companies to harness the conversation of BlogFrog's 100,000-strong network of bloggers.

IN A NUTSHELL "Tens or hundreds of bloggers can start a conversation that is sponsored by a brand," says Banks of BlogFrog's influencer marketing program.

"We were the only company to do it at a price point that made sense," says Banks, noting that programs start at about $20,000. "Compare that to banner ads that 99 percent of people ignore or find annoying."

The BlogFrog platform identifies bloggers, activates them, and distributes their content across numerous platforms, all the while providing back-end analytics for the client. The company has completed about 100 projects in the past 18 months for such clients as Pillsbury, White Wave Foods, and Allstate Insurance. All of the sponsored content is tagged as such, per Federal Trade Commission standards.

The Pillsbury conversation involved 30 bloggers...