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