Not All Blogs Are Created Equal

Not All Blogs Are Created Equal Identifying, Approaching & Relationship-Building With Bloggers Jason Falls – Doe-Anderson Bluegrass PRSA January 9, 2009

How to identify relevant blogs
How to differentiate between them
How outreach is different (and the same)
Why outreach isn’t enough

Technorati (www.technorati.com)
Google Blog Search (blogsearch.google.com)
Bloglines (www.bloglines.com)
Old Fashioned Google Search (www.google.com)
Look At Blogrolls Of Those You Find

Traffic
RSS Subscribers
Comments
Bookmarks
Blog Honors
Twitter Followers

Alexa.com
Determining Traffic

Compete.com
Determining Traffic

QuantCast.com
Best, but opt-in for bloggers
Determining Traffic

RSS Subscribers
Comments
Bookmarks
Blog Honors
Twitter Followers

Subscribe To Feeds
Add Postrank Plug-ins (www.postrank.com)
Shows Relative Influence

Blogger Outreach - GOOD Subject header: “Opening myself up to your pointed criticism!” Hey Kevin, I’m the social media guy for Beam Global and long-time admirer. We’ve just launched a campaign (hoping to soon call it a “movement” though now that I think about that, I need a thesaurus) that I’d love your feedback on if you can spare a moment or two. Figured since you’re a marketing big shot who gets Web 2.0, it might raise your eyebrows. Jim Beam is spending its budget this year marketing people who exhibit the brand persona, not the brand itself. (Bear with me, dude. It’ll make sense in a sec.) We’ve found an initial group of people who exhibit true character, integrity, perseverance through struggle, etc., (The Stuff Inside) and we’re marketing them — helping them because it’s the right thing to do. We’re walking the talk. One such subject is even a comedy troupe you might enjoy called Summer of Tears. Good videos. Social Media Release: http://www.thestuffinside.com/socialmediarelease/ Site: http://www.thestuffinside.com I developed the social media strategies. Beam’s being kinda brave changing the way they market themselves. I’d just love to get your feedback on it all. Thanks for the time, man. Jason

Blogger Outreach - GOOD Five shiny stars for this pitch from Jason. Let’s review what makes it work: Personalized- says he’s long-time fan (and how can I disprove that, right?) His subject header is brilliant: “Opening myself up to your pointed criticism.” That makes me feel like he wants my critique not my gratuitous plug. Big difference. Totally caught my attention, and I scan e-mail at best. Low key. Jokes. Calls me “marketing big shot.” Sounds like an e-mail. Not a press release. Uses words like “thanks for the time, man.” Learn from this, dear PR people. Especially you 1.0 PR people that are still sending bloggers press releases. That is so 2002.

Bloggers Are No Different Than Media
The Problem Is We’ve Been Treating Media Wrong
Technology Has Lulled Our Industry Into Laziness
Bloggers React The Way Media Should Have
Blogger Outreach

It’s More Than Outreach
Focus On The Relationship NOT The Release
Stop Using Blasts And BCCs
Aim For Quality Not Quantity
The Old Culling & Editing Lists Is Now Participating
Read blogs
Comment when compelled
Interact on social networks

Let’s Connect Jason Falls Director of Interactive & On-Line Communications Doe-Anderson Louisville, Ky. [email_address] Twitter: @JasonFalls O: 502.815.3257 www.socialmediaexplorer.com

http://www.socialmediaexplorer.com	529
http://www.arikhanson.com	22
http://coynepr.squarespace.com	10
http://www.netvibes.com	3
http://conversation.ecairn.com	2
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http://static.slideshare.net	1
http://feeds.feedburner.com	1
http://74.125.93.132	1
http://translate.googleusercontent.com	1

Not All Blogs Are Created Equal

by Jason Falls on Jan 09, 2009

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Not All Blogs Are Created Equal — Presentation Transcript