How to Win Friends and Influence Bloggers

How to Win Friends& Influence Bloggers JONATHAN RICK

The Good Exploited the subject line Made the ask Provided talking points Used links

The Bad✖ Didn’t connect✖ Pitched rather than talked✖ Didn’t disclose

Who is paying for this?

HOW DO YOUbuild on whileMercurio’s avoiding hisgood badpractices practices?

PART 1Meet the Bloggers

The Blogosphere’s Three Tiers

TIER 1The New York Yankees

The New York YankeesWhy do they play? It’s their job

The New York YankeesWhy do they play? It’s their jobWho are their coaches? Editors

The New York YankeesWhy do they play? It’s their jobWho are their coaches? EditorsWill they cork their bats? Probably not

The New York YankeesWhy do they play? It’s their jobWho are their coaches? EditorsWill they cork their bats? Probably notWill they sign an autograph? Yes—if you’re a 21-year-old blonde

Nikki Finke Deadline Hollywood Daily“I’m not mean, I just write mean.”

Heather Armstrong Dooce“If I say something about my terrible experience on Twitter, do you think someone will help me?”

Michael Arrington TechCrunch“If news is breaking, I want to be on it.”

TIER 2The Trenton Thunder

The Trenton ThunderWhy do they play? It’s their hobby

The Trenton ThunderWhy do they play? It’s their hobbyWho are their coaches? Self-coached

The Trenton ThunderWhy do they play? It’s their hobbyWho are their coaches? Self-coachedWill they cork their bats? Maybe

The Trenton ThunderWhy do they play? It’s their hobbyWho are their coaches? Self-coachedWill they cork their bats? MaybeWill they sign an autograph? Probably

Pamela SorensenPamela’s Punch

Matt MackowiakPotomac Flacks

Amy MooreClarendon Culture

TIER 3The Millburn-Short Hills Little League Cardinals

The Millburn-Short Hills Little League CardinalsWhy do they play? It’s their journal

The Millburn-Short Hills Little League CardinalsWhy do they play? It’s their journalWho are their coaches? None

The Millburn-Short Hills Little League CardinalsWhy do they play? It’s their journalWho are their coaches? NoneWill they cork their bats? “Sure…”

The Millburn-Short Hills Little League CardinalsWhy do they play? It’s their journalWho are their coaches? NoneWill they cork their bats? “Sure…”Will they sign an autograph? “I’ll sign two!”

David AlmacyCapitalGig

Tom PalmerTomGPalmer.com

Robert BlueyBluey Blog

PART 2Do Your Research

Finding the Right Blogs

For a Fee

For a Fee For Free

Food Bloggers

Seattle Food Bloggers

Googling 101 Vary your search terms Play around with Google News and Google Blogs Don’t forget about Bing

Tag Clouds

Finding a Blogger’s Contact Info

Blog Rolls

The Social Graph

Assessing a Blog

Quantitative Data

Qualitative Data

Qualitative Data• Quality of writing• Reputation• Awards• Advertisers• Search engine optimization

Influencers vs. Enthusiasts

PART 3The Art of the Pitch

Write As if Your E-mail Will Be Published

I came across your Web site jonathanrick.com, and would liketo propose a link exchange between your site andEnduranceWarrantyServices.com. Endurance WarrantyServices is the leader in extended auto warranties serving carwarranties, truck warranties, and all types of extended autowarranties …Let us know when our link is placed and we will post your linkin the proper category of the resources page listed here. —Endurance Warranty Services

Connect and Flatter

Rob: Hello. I hope you’re well. I just wanted to drop you a lineand introduce myself. I’m a blogger myself (I contribute toConfirm Them and Human Events’ blogs among others), butfor my day job—I do online public affairs for Wal-Mart,working with Mike Krempasky who runs Redstate.com.Just wanted you to know that your post taking notice of“Why Wal-Mart Works” was noticed here and at [Wal-Mart’s]headquarters in Bentonville. —Marshall Manson

Make Your Pitch

Hi Danny,I’m working with Aaron Strout and Greg Verdino from Powered,Inc. on Greg’s new book, microMARKETING: Get Big Results byThinking and Acting Small, and they thought that you would bea perfect fit to do one of the chapter-by-chapter reviews.Because of your experience using the Internet and new mediato raise money, in addition to your work with large companieslike IBM, FedEx, and RIM, Chapter 7, “From Reach toRelationships: Activating the Many by Resonating with theRight Few,” seemed like it would resonate well with youraudience. —Alexandria Kirsch

Exude Enthusiasm

Jim Beam is spending its budget this year marketing peoplewho exhibit the brand persona, not the brand itself. We’vefound an initial group of people who exhibit true character,integrity, perseverance through struggle, etc, and we’rehelping them because it’s the right thing to do. We’re walkingthe talk. One such subject is even a comedy troupe you mightenjoy called Summer of Tears. Good videos. —Jason Falls

Don’t Pitch. Talk

Ive had it. I get more than 300 e-mails a day and my problemisnt spam, its PR people. Lazy flacks send press releases tothe Editor in Chief of Wired because they cant be bothered tofind out who on my staff, if anyone, might actually beinterested in what theyre pitching …I only want two kinds of e-mail: those from people I know,and those from people who have taken the time to find outwhat Im interested in and composed a note meant to appealto that (I love those e-mails; indeed, thats why my e-mailaddress is public).Everything else gets banned on first abuse. —Chris Anderson

Be Brief

I’m looking forward to continuing to send little nuggets yourway. And, as always, we want this to be a conversation. Soyour questions, suggestions and rants are always welcomeand encouraged. —Marshall Manson

Make the Ask

The blogger who writes the best cover story about the launchof ArticleMe.com will win $3,000 in the ArticleMe launchcontest. —ArticleMe.com

Exploit the Subject Line

• Remember 9/11. Participate in the Freedom Walk• How are you commemorating September 11th?• [Blog Name] and the Freedom Walk• INVITE: The Freedom Walk —Jonathan Rick

Practice Full Disclosure

Hey, it’s Seth the Blogger Guy with AT&T. I’m here to talk alittle about our network, where it stands now, and a bit aboutwhere it’s going. —Seth Bloom

Let’s Continue the Conversation• E-mail nostrawmen@gmail.com• Twitter @jrick• LinkedIn linkedin.com/in/jrick• Blog jonathanrick.com

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How to Win Friends and Influence Bloggers

by Jonathan Rick on May 27, 2011

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How to Win Friends and Influence Bloggers — Presentation Transcript