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HOW TO WIN FRIENDS
AND INFLUENCE BLOGGERS
Jonathan Rick
@jrick
PART 1
ACASESTUDY
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?”
PART 2
MEETTHEBLOGGERS
THENEWYORKYANKEES
1 It’s their job.WHY DO THEY
PLAY?
2 They have editors.WHO ARE THEIR
COACHES?
1 It’s their job.WHY DO THEY
PLAY?
3 Probably not.WILL THEY CORK
THEIR BAT?
2 They have editors.WHO ARE THEIR
COACHES?
1 It’s their job.WHY DO THEY
PLAY?
4 Yes—if you’re a
21-year-old blonde.
WILL THEY SIGN
AN AUTOGRAPH?
3 Probably not.WILL THEY CORK
THEIR BAT?
2 They have ed...
NIKKI FINKE
DEADLINE.COM
HEATHER ARMSTRONG
DOOCE
MICHAEL ARRINGTON
TECHCRUNCH
THETRENTONTHUNDER
1 It’s their hobby.WHY DO THEY
PLAY?
2 They’re self-coached.WHO ARE THEIR
COACHES?
1 It’s their hobby.WHY DO THEY
PLAY?
3 Maybe.WILL THEY CORK
THEIR BAT?
2 They’re self-coached.WHO ARE THEIR
COACHES?
1 It’s their hobby.WHY DO THEY
PLAY?
4 Probably.WILL THEY SIGN
AN AUTOGRAPH?
3 Maybe.WILL THEY CORK
THEIR BAT?
2 They’re self-coached.WHO ARE THEIR
COACHES?
1 ...
PAMELA SORENSON
PAMELA’S PUNCH
MATT MACKOWIAK
POTOMAC FLACKS
AMY MOORE
CLARENDON CULTURE
THEMILLBURN-SHORTHILLS
LITTLELEAGUECARDINALS
1 It’s their journal.WHY DO THEY
PLAY?
2 They don’t have any.WHO ARE THEIR
COACHES?
1 It’s their journal.WHY DO THEY
PLAY?
3 “Sure….”WILL THEY CORK
THEIR BAT?
2 They don’t have any.WHO ARE THEIR
COACHES?
1 It’s their journal.WHY DO THEY
PLAY?
4 “I’ll sign two!”WILL THEY SIGN
AN AUTOGRAPH?
3 “Sure….”WILL THEY CORK
THEIR BAT?
2 They don’t have any.WHO ARE THEIR
COA...
DAVID ALMACY
CAPITAL GIG
TOM G. PALMER
TOMGPALMER.COM
ROBERT BLUEY
BLUEY BLOG
PART 3
DOYOURRESEARCH
FIND THE RIGHT BLOGS
USEASUBSCRIPTION
SERVICE
FIND THE RIGHT BLOGS
DOITYOURSELF
Googling 101
 Vary your search terms
 Play around with Google News and Google Blogs
 Don’t forget about Bing
VERIFYTHEIR RELEVANCE
TAGCLOUDS
FERRET OUT THE CONTACT INFO
TIPSFORMS
FERRET OUT THE CONTACT INFO
MASTHEADS
FERRET OUT THE CONTACT INFO
SOCIALMEDIA
RECYCLE KNOWLEDGE
BLOGROLLS
RECYCLE KNOWLEDGE
SOCIALGRAPHS
ASSESS THE BLOG
QUANTITATIVEDATA
ASSESS THE BLOG
QUALITATIVEDATA
Qualitative Data
 Quality of writing
 Reputation
 Awards
 Advertisers
 Search engine
optimization
SWING FOR THE FENCES?
INFLUENCERSVS.ENTHUSIASTS
PART 4
PERFECTYOURPITCH
WRITEASIFYOUREMAIL
WILLBEPUBLISHED
I came across your Web site
JonathanRick.com, and would like to propose a
link exchange between your site and
EnduranceWar...
CONNECT&FLATTER
Rob: Hello. I hope you’re well. I just
wanted to drop you a line and introduce
myself. I’m a blogger myself (I contribute
...
MAKEYOURPITCH
Hi Danny,
I’m working with Aaron Strout and Greg Verdino
from Powered, Inc. on Greg’s new book,
microMARKETING: Get Big Re...
EXUDEENTHUSIASM
Jim Beam is spending its budget this
year marketing people who exhibit the
brand persona, not the brand itself.
We’ve foun...
DON’T“PITCH”—TALK
I've had it. I get more than 300 emails a day and
my problem isn't spam, it's PR people. Lazy flacks
send press releases t...
BEBRIEF
I’m looking forward to
continuing to send little nuggets
your way. And, as always, we
want this to be a conversation.
So y...
MAKETHEASK
The blogger who writes the best
cover story about the launch of
ArticleMe.com will win $3,000 in
the ArticleMe launch cont...
EXPLOITTHESUBJECTLINE
 Remember 9/11. Participate in
the Freedom Walk
 How are you commemorating
September 11th?
 [Blog Name] and the Freedom...
PRACTICEFULLDISCLOSURE
Hey, it’s Seth the Blogger Guy
with AT&T. I’m here to talk a
little about our network, where
it stands now, and a bit abou...
Let’s Continue the
Conversation
hi@jonathanrick.com
jonathanrick.com
@jrick
slideshare.net/jrick
How to Win Friends and Influence Bloggers
How to Win Friends and Influence Bloggers
How to Win Friends and Influence Bloggers
How to Win Friends and Influence Bloggers
How to Win Friends and Influence Bloggers
How to Win Friends and Influence Bloggers
How to Win Friends and Influence Bloggers
How to Win Friends and Influence Bloggers
How to Win Friends and Influence Bloggers
How to Win Friends and Influence Bloggers
How to Win Friends and Influence Bloggers
How to Win Friends and Influence Bloggers
How to Win Friends and Influence Bloggers
How to Win Friends and Influence Bloggers
How to Win Friends and Influence Bloggers
How to Win Friends and Influence Bloggers
How to Win Friends and Influence Bloggers
How to Win Friends and Influence Bloggers
How to Win Friends and Influence Bloggers
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How to Win Friends and Influence Bloggers

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They're like reporters, but with attitude.

Transcript of "How to Win Friends and Influence Bloggers"

  1. 1. HOW TO WIN FRIENDS AND INFLUENCE BLOGGERS Jonathan Rick @jrick
  2. 2. PART 1 ACASESTUDY
  3. 3. The Good  Exploited the subject line  Made the ask  Provided talking points  Used links
  4. 4. The Bad ✖ Didn’t connect ✖ Pitched rather than talked ✖ Didn’t disclose
  5. 5. “WHO IS PAYING FOR THIS?”
  6. 6. PART 2 MEETTHEBLOGGERS
  7. 7. THENEWYORKYANKEES
  8. 8. 1 It’s their job.WHY DO THEY PLAY?
  9. 9. 2 They have editors.WHO ARE THEIR COACHES? 1 It’s their job.WHY DO THEY PLAY?
  10. 10. 3 Probably not.WILL THEY CORK THEIR BAT? 2 They have editors.WHO ARE THEIR COACHES? 1 It’s their job.WHY DO THEY PLAY?
  11. 11. 4 Yes—if you’re a 21-year-old blonde. WILL THEY SIGN AN AUTOGRAPH? 3 Probably not.WILL THEY CORK THEIR BAT? 2 They have editors.WHO ARE THEIR COACHES? 1 It’s their job.WHY DO THEY PLAY?
  12. 12. NIKKI FINKE DEADLINE.COM
  13. 13. HEATHER ARMSTRONG DOOCE
  14. 14. MICHAEL ARRINGTON TECHCRUNCH
  15. 15. THETRENTONTHUNDER
  16. 16. 1 It’s their hobby.WHY DO THEY PLAY?
  17. 17. 2 They’re self-coached.WHO ARE THEIR COACHES? 1 It’s their hobby.WHY DO THEY PLAY?
  18. 18. 3 Maybe.WILL THEY CORK THEIR BAT? 2 They’re self-coached.WHO ARE THEIR COACHES? 1 It’s their hobby.WHY DO THEY PLAY?
  19. 19. 4 Probably.WILL THEY SIGN AN AUTOGRAPH? 3 Maybe.WILL THEY CORK THEIR BAT? 2 They’re self-coached.WHO ARE THEIR COACHES? 1 It’s their hobby.WHY DO THEY PLAY?
  20. 20. PAMELA SORENSON PAMELA’S PUNCH
  21. 21. MATT MACKOWIAK POTOMAC FLACKS
  22. 22. AMY MOORE CLARENDON CULTURE
  23. 23. THEMILLBURN-SHORTHILLS LITTLELEAGUECARDINALS
  24. 24. 1 It’s their journal.WHY DO THEY PLAY?
  25. 25. 2 They don’t have any.WHO ARE THEIR COACHES? 1 It’s their journal.WHY DO THEY PLAY?
  26. 26. 3 “Sure….”WILL THEY CORK THEIR BAT? 2 They don’t have any.WHO ARE THEIR COACHES? 1 It’s their journal.WHY DO THEY PLAY?
  27. 27. 4 “I’ll sign two!”WILL THEY SIGN AN AUTOGRAPH? 3 “Sure….”WILL THEY CORK THEIR BAT? 2 They don’t have any.WHO ARE THEIR COACHES? 1 It’s their journal.WHY DO THEY PLAY?
  28. 28. DAVID ALMACY CAPITAL GIG
  29. 29. TOM G. PALMER TOMGPALMER.COM
  30. 30. ROBERT BLUEY BLUEY BLOG
  31. 31. PART 3 DOYOURRESEARCH
  32. 32. FIND THE RIGHT BLOGS USEASUBSCRIPTION SERVICE
  33. 33. FIND THE RIGHT BLOGS DOITYOURSELF
  34. 34. Googling 101  Vary your search terms  Play around with Google News and Google Blogs  Don’t forget about Bing
  35. 35. VERIFYTHEIR RELEVANCE TAGCLOUDS
  36. 36. FERRET OUT THE CONTACT INFO TIPSFORMS
  37. 37. FERRET OUT THE CONTACT INFO MASTHEADS
  38. 38. FERRET OUT THE CONTACT INFO SOCIALMEDIA
  39. 39. RECYCLE KNOWLEDGE BLOGROLLS
  40. 40. RECYCLE KNOWLEDGE SOCIALGRAPHS
  41. 41. ASSESS THE BLOG QUANTITATIVEDATA
  42. 42. ASSESS THE BLOG QUALITATIVEDATA
  43. 43. Qualitative Data  Quality of writing  Reputation  Awards  Advertisers  Search engine optimization
  44. 44. SWING FOR THE FENCES? INFLUENCERSVS.ENTHUSIASTS
  45. 45. PART 4 PERFECTYOURPITCH
  46. 46. WRITEASIFYOUREMAIL WILLBEPUBLISHED
  47. 47. I came across your Web site JonathanRick.com, and would like to propose a link exchange between your site and EnduranceWarrantyServices.com. Endurance Warranty Services is the leader in extended auto warranties serving car warranties, truck warranties, and all types of extended auto warranties … Let us know when our link is placed and we will post your link in the proper category of the “Resources” page listed here. —Endurance Warranty Services
  48. 48. CONNECT&FLATTER
  49. 49. Rob: Hello. I hope you’re well. I just wanted to drop you a line and introduce myself. I’m a blogger myself (I contribute to Confirm Them and Human Events’ blogs among others), but for 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
  50. 50. MAKEYOURPITCH
  51. 51. Hi Danny, I’m working with Aaron Strout and Greg Verdino from Powered, Inc. on Greg’s new book, microMARKETING: Get Big Results by Thinking and Acting Small, and they thought that you would be a perfect fit to do one of the chapter-by-chapter reviews. Because of your experience using the Internet and new media to raise money, in addition to your work with large companies like IBM, FedEx, and RIM, Chapter 7, “From Reach to Relationships: Activating the Many by Resonating with the Right Few,” seemed like it would resonate well with your audience. —Alexandria Kirsch
  52. 52. EXUDEENTHUSIASM
  53. 53. Jim Beam is spending its budget this year marketing people who exhibit the brand persona, not the brand itself. We’ve found an initial group of people who exhibit true character, integrity, perseverance through struggle, etc, and we’re 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. —Jason Falls
  54. 54. DON’T“PITCH”—TALK
  55. 55. I've had it. I get more than 300 emails a day and my problem isn't spam, it's PR people. Lazy flacks send press releases to the Editor in Chief of Wired because they can't be bothered to find out who on my staff, if anyone, might actually be interested in what they're pitching … I only want two kinds of email: those from people I know, and those from people who have taken the time to find out what I'm interested in and composed a note meant to appeal to that (I love those emails; indeed, that's why my email address is public). Everything else gets banned on first abuse. —Chris Anderson
  56. 56. BEBRIEF
  57. 57. I’m looking forward to continuing to send little nuggets your way. And, as always, we want this to be a conversation. So your questions, suggestions and rants are always welcome and encouraged. —Marshall Manson
  58. 58. MAKETHEASK
  59. 59. The blogger who writes the best cover story about the launch of ArticleMe.com will win $3,000 in the ArticleMe launch contest. —ArticleMe.com
  60. 60. EXPLOITTHESUBJECTLINE
  61. 61.  Remember 9/11. Participate in the Freedom Walk  How are you commemorating September 11th?  [Blog Name] and the Freedom Walk  INVITE: The Freedom Walk
  62. 62. PRACTICEFULLDISCLOSURE
  63. 63. Hey, it’s Seth the Blogger Guy with AT&T. I’m here to talk a little about our network, where it stands now, and a bit about where it’s going. —Seth Bloom
  64. 64. Let’s Continue the Conversation hi@jonathanrick.com jonathanrick.com @jrick slideshare.net/jrick
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