How to Engage Bloggers Down the Long Tail


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Have you spent all this time and money building the perfect social media and content marketing campaign and now feel all dressed up with nowhere to go? Did you build it and no one came? You must get out there, identify influencers, and engage with them.

Chris talks about earned media marketing: how to get off your duff and get out there online.

Chris Abraham goes through a real case study for Mizuno Running. He shows how his team helped introduce their Mezamashii “brilliant” run project not only to the top runners, athletes, and celebrities, but to all runners. He also tells how to find the right online influencers, bloggers, and the social media savvy.

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  • $30,000?
  • How to Engage Bloggers Down the Long Tail

    1. 1. How to Engage Bloggers Down the Long Tail Thanks for joining! @chrisabraham #outreachmarketing Hashtag: #outreachmarketing Twitter: @chrisabraham Google+: Facebook: LinkedIn: Chris Abraham
    2. 2.  Principal Consultant  Avid Blogger/Contributor:   Director, Business Development Your Speaker: Chris Abraham 2 @chrisabraham #outreachmarketing
    3. 3. My Personal Digital PR Philosophy  Find people where they live (and meet them there even if it’s a forum or message board)  Explore the long tail (there are millions of people blogging, sharing, and posting online – and PR tends to pile on the same 100 “influentials”)  “We want you to take 50 million of us as seriously as you take one reporter from The Wall Street Journal”  (#83 of the 95 Theses from The Cluetrain Manifesto)  Spoil everyone (like you would Guy Kawasaki)  Be grateful (nobody is required to help you) 3 @chrisabraham #outreachmarketing
    4. 4. Campaign Questions  Goal: what is it you need to do?  Monitor: what are you looking to find?  Discover: where are people talking?  Learn: who are these talking people?  Collect: what groups do you need?  Engage: how best to connect?  Outreach: how best to pitch?  Analyze: how did you do? 4 @chrisabraham #outreachmarketing
    5. 5. Goals: What Do You Want to Accomplish?  Build brand awareness?  Increase community engagement?  Prospect new brand ambassadors?  Drive sales, traffic, membership?  Drive conversation volume?  Improve organic search?  Get a feel for your neighborhood?  Launch a new product, service, investment? 5 @chrisabraham #outreachmarketing
    6. 6. Monitor: Listen/Look Before You Leap  Google Search is the best tool to get a feel  When it comes down to it, Google does an amazing job of giving you a 30,000-foot view of the blogosphere  Spend some time understanding the space  It’s not always obvious how people engage with you, your brand, your space, or your industry. Allow your community to lead your exploration; do not be willful: people don’t always use your language  Include message boards, forums, etc., in your recon  Try out all the tools: it’s a buyer’s market  SDL SM2, Radian6, Sysomos, Sprout Social, Lithium 6 @chrisabraham #outreachmarketing
    7. 7. Discover: Finding People Where They Live  Social media is much bigger than Facebook  There are a multitude of social networks, self-run message boards, threads deep in reddit, and ad-hoc discussions everywhere online (, etc.)  If it exists, there is blog of it (Rule 34 variant)  There are more than a billion active blogs worldwide  Always start with Google  Influencer discovery  GroupHigh –  Little Bird –  Alltop –  eCairn – 7 @chrisabraham #outreachmarketing
    8. 8. Learn: Do They Want to Be Engaged? And How?  Blogs (including online journalists, curators, aggregators, group blogs, and bloggers)  Can you find their name and email address?  If contacting them is hard, maybe they don’t want to be  Look for a “how to engage/pitch” message  Follow their directions to a T (or don’t engage them at all)  Forums (including bookmark & link aggregators)  Engage forum owners directly, don’t jump in there!  Social Networks (including FB, Twitter, etc.)  Engage before befriending before pitching 8 @chrisabraham #outreachmarketing
    9. 9. Collect: Demo-, Geo-, Psycho-Graphic Lists  The A-list (the crème de la crème of influence)  Generally professional bloggers and journalists, including the blogs and profiles of mainstream media platforms, celebrities, high Klout scores, high-traffic blogs, authors, actors, scientists, pundits, newsmakers, and people with mad followers  Will blog for free, but only if they’re compelled to (exclusive content, big news, financial releases, new investment, etc.)  Never, ever, include A-list bloggers in a bulk email pitch – hand-written only  Prepare your kid-gloves and your checkbook – find ways to woo them personally (over lavish meals, inviting them to HQ, or meeting them down at one of the many conferences they attend)  Become a persistent “bestie” – either as someone who is a communicator pitching them good, consistent, and valuable content or, even better, a personal friend who doesn’t just collect them as a method of access or a sign of prestige 9 @chrisabraham #outreachmarketing
    10. 10. Collect: Demo-, Geo-, Psycho-Graphic Lists  B-D-List (the mid-section of the long tail often asks for money)  While not all B-D-list bloggers lead with an advertising rate sheet, many do  Most PR campaigns aren’t budgeted for advertising spend so I don’t pay for posts  Ideally, earned-media is the goal of PR campaigns, so it’s up to you  Many of the B-D-list bloggers can get you what you need for less than a strong ad buy  While disclosures are essential everywhere, they’re doubly so for “advertorial” content  I tend to put any blogger who asks for money into a DNC* list  Midrange bloggers are easier to access, harder to garner earn media mentions from, but a worthy investment of time and attention toward a long-term relationship  People help out their friends, so becoming close may curry favor for earned media pitches  I generally include B-D-list bloggers in general long-tail bulk email outreach *Do not contact list 10 @chrisabraham #outreachmarketing
    11. 11. Collect: Demo-, Geo-, Psycho-Graphic Lists  E-Z-List (the long-tail of the blogosphere, including ~1 Billion bloggers)  While a billion active blogs are well out-of-scope, please remember:  No matter how obscure your product or service, there’s probably a blog about it  The original Rule #34 is: “If it exists, there is porn of it;” same for the blogosphere  Collect email addresses, blog name, and maybe location only for E-Z-list  While I might be willing to chase down the contact info of A-D-list bloggers via forms or hunting them down via LinkedIn or Facebook Messenger, Dailymile mail, or Twitter DMs, I only engage long-tail bloggers if they share their email address gladly  If bloggers don’t make it easy to contact them, they may not want to be contacted; and, if you contact someone who doesn’t want to be, there will be serious blowback  Send everyone in your list a bulk email pitch but be ready to engage in person  Don’t worry, most people aren’t fanboys – a cold-pitch is fine if your “gift” is generous 11 @chrisabraham #outreachmarketing
    12. 12. Collect: Demo-, Geo-, Psycho-Graphic Lists 12 @chrisabraham #outreachmarketing
    13. 13. Engage: Pitch It Slow and Right Over the Plate  Pitching is speed dating  You don’t need to overwrite  Allow people to be intrigued  Less is more  Attention span is limited  Pre-masticate message into easy-to- understand pabulum  Don’t include attachments or inline content  Don’t BS, brown nose, lie, or flatter  "Please don’t say you read and love my blog, then pitch me on something that I never cover here" -- Mack Collier 13 @chrisabraham #outreachmarketing
    14. 14. Outreach: The Catch Is the More Important Part  The informational microsite  Internally, I call it an SMNR  Social Media News Release  The kitchen sink theory  Don’t limit the SMNR to just the pitch  Bloggers are libertarian contrarians  Give a lot to look through – give them options  Steal me, steal me!  Optimize content to be copied-and-pasted  Pre-embed embed codes  Pre-link and optimize for SEO, etc. 14 @chrisabraham #outreachmarketing
    15. 15. Outreach: The Magic Happens in the Inbox 15 @chrisabraham #outreachmarketing
    16. 16. Analyze: It All Comes Down to the Bottom Line  Track using site analytics tools  Google Analytics tracking code in the SMNR  Server-side analytics tools: AWstats, Webalizer  Track both SMNR & target site  Track using media mention tools  I presently use SDL SM2 (Alterian SM2)  Primary, secondary, tertiary, etc., mentions  Lots of free and fee-based tools  Google Analytics is becoming more SM-savvy  Track using specialized landing pages  Using affiliate tricks-of-the-trade 16 @chrisabraham #outreachmarketing
    17. 17. Analyze: The Proof Is in the Pudding 17 133 earned media blog posts, 1,350 Tweets, 40 other @chrisabraham #outreachmarketing
    18. 18. Analyze: The Proof Is in the Pudding 18 @chrisabraham #outreachmarketing
    19. 19. Analyze: The Proof Is in the Pudding 19 @chrisabraham #outreachmarketing
    20. 20. Analyze: The Proof Is in the Pudding 20 @chrisabraham #outreachmarketing
    21. 21. Final Words 21 “Hugs not horns” – Chris Abraham “Be kind, for everyone you meet is fighting a hard battle” – Philo of Alexandria (or Plato or Ian MacLaren or John Watson) @chrisabraham #outreachmarketing
    22. 22. 22 Email: Mobile: +1 202-352-5051 Twitter: @chrisabraham Google+: Facebook: LinkedIn: TSMM: GroupHigh: Huffington Post: Contact Me Any Time @chrisabraham #outreachmarketing