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Not All Blogs Are Created Equal


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How to target, differentiate and reach out to bloggers advice for public relations professionals. Presented to the Bluegrass Chapter of PRSA by Jason Falls.

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Not All Blogs Are Created Equal

  1. Not All Blogs Are Created Equal Identifying, Approaching & Relationship-Building With Bloggers Jason Falls – Doe-Anderson Bluegrass PRSA January 9, 2009
  2. <ul><li>How to identify relevant blogs </li></ul><ul><li>How to differentiate between them </li></ul><ul><li>How outreach is different (and the same) </li></ul><ul><li>Why outreach isn’t enough </li></ul>
  3. <ul><ul><li>Technorati ( </li></ul></ul><ul><ul><li>Google Blog Search ( </li></ul></ul><ul><ul><li>Bloglines ( </li></ul></ul><ul><ul><li>Old Fashioned Google Search ( </li></ul></ul><ul><ul><li>Look At Blogrolls Of Those You Find </li></ul></ul>
  5. <ul><ul><li>Traffic </li></ul></ul><ul><ul><li>RSS Subscribers </li></ul></ul><ul><ul><li>Comments </li></ul></ul><ul><ul><li>Bookmarks </li></ul></ul><ul><ul><li>Blog Honors </li></ul></ul><ul><ul><li>Twitter Followers </li></ul></ul>
  6. <ul><li> </li></ul>Determining Traffic
  7. <ul><li> </li></ul>Determining Traffic
  8. <ul><li> </li></ul><ul><li>Best, but opt-in for bloggers </li></ul>Determining Traffic
  9. <ul><ul><li>RSS Subscribers </li></ul></ul><ul><ul><li>Comments </li></ul></ul><ul><ul><li>Bookmarks </li></ul></ul><ul><ul><li>Blog Honors </li></ul></ul><ul><ul><li>Twitter Followers </li></ul></ul>
  10. <ul><ul><li>Subscribe To Feeds </li></ul></ul><ul><ul><li>Add Postrank Plug-ins ( </li></ul></ul><ul><ul><li>Shows Relative Influence </li></ul></ul>
  12. 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: Site: 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
  13. 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.
  14. <ul><ul><li>Bloggers Are No Different Than Media </li></ul></ul><ul><ul><li>The Problem Is We’ve Been Treating Media Wrong </li></ul></ul><ul><ul><li>Technology Has Lulled Our Industry Into Laziness </li></ul></ul><ul><ul><li>Bloggers React The Way Media Should Have </li></ul></ul>Blogger Outreach
  15. It’s More Than Outreach <ul><li>Focus On The Relationship NOT The Release </li></ul><ul><li>Stop Using Blasts And BCCs </li></ul><ul><li>Aim For Quality Not Quantity </li></ul><ul><li>The Old Culling & Editing Lists Is Now Participating </li></ul><ul><ul><li>Read blogs </li></ul></ul><ul><ul><li>Comment when compelled </li></ul></ul><ul><ul><li>Interact on social networks </li></ul></ul>
  16. Let’s Connect Jason Falls Director of Interactive & On-Line Communications Doe-Anderson Louisville, Ky. [email_address] Twitter: @JasonFalls O: 502.815.3257