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#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
Mizuno Running: A Long-Tail 
Blogger Outreach Case Study ...
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
Chris Abraham 
@chrisabraham 
@gerrisdigital 
chris@gerr....
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
• Blogger outreach tends to focus on only identifying and...
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
• The initial blast is akin to speed-dating 
• Most good ...
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
5 
SOCIAL MEDIA NEWS RELEASE (SMNR): 
MEZAMASHIINEWS.COM
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
6 
SOCIAL MEDIA NEWS RELEASE: 
WWW.MEZAMASHIINEWS.COM
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
7 
SOCIAL MEDIA NEWS RELEASE: 
WWW.MEZAMASHIINEWS.COM
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
8 
SOCIAL MEDIA NEWS RELEASE: 
WWW.MEZAMASHIINEWS.COM
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
9 
SOCIAL MEDIA NEWS RELEASE: 
WWW.MEZAMASHIINEWS.COM
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
10 
SOCIAL MEDIA NEWS RELEASE: 
WWW.MEZAMASHIINEWS.COM
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
11 
SOCIAL MEDIA NEWS RELEASE: 
WWW.MEZAMASHIINEWS.COM
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
12 
SOCIAL MEDIA NEWS RELEASE: 
WWW.MEZAMASHIINEWS.COM
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
13 
SOCIAL MEDIA NEWS RELEASE: 
WWW.MEZAMASHIINEWS.COM
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
14 
SOCIAL MEDIA NEWS RELEASE: 
WWW.MIZUNORUNNINGNEWS.COM
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
15 
RULE #34B - IF IT EXISTS THERE IS BLOG OF IT 
Interne...
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
16 
LOTS AND LOTS OF TOPICAL BLOGGERS
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
17 
EMAIL MESSAGE MODEL: INITIAL BLAST
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
18 
EMAIL MESSAGE MODEL: FOLLOWING UP
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
19 
LOVE HAPPENS IN THE INBOX
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
20 
VOLUME SPIKES AFTER EMAIL PITCH BLASTS
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
21 
A DIFFERENT LOOK AT IMPACT
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
22 
IN CASE YOU NEED MORE PROOF
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
23 
PEOPLE ONLY SEEM TO TRUST GOOGLE ANALYTICS
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
24 
SMNR SERVER LOGS FROM JUNE
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
25 
SMNR SERVER LOGS FROM JULY
133 EARNED MEDIA BLOG POSTS, 1,350 TWEETS, 40 OTHER 
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
26
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
27 
EXAMPLES OF POSTS AND MENTIONS
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
28 
EXAMPLES OF POSTS AND MENTIONS
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
29 
EXAMPLES OF POSTS AND MENTIONS
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
30 
EXAMPLES OF POSTS AND MENTIONS
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
31 
EXAMPLES OF POSTS AND MENTIONS
ASSOCIATED TWITTER, PINTEREST, AND FACEBOOK POSTS 
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
32
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
33 
JUNE SMNR HTTP REFERER LOGS FROM SERVER
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
34 
JULY SMNR HTTP REFERER LOGS FROM SERVER
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
35 
THE INFLUENCE OF SEARCH ON LONG-TAIL BLOGGER 
CAMPAIG...
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
36 
ANOTHER LOOK AT VOLUME SPIKES
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
37 
AND YET ANOTHER LOOK AT VOLUME SPIKES
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
38 
DISTRIBUTION OF VOLUME BY PLATFORM
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
39 
FINAL REPORT FOR THE MEZAMASHII CAMPAIGN
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
40 
TWO FINAL MANTRAS TO LEAVE YOU WITH (AND 
REMEMBER) 
...
#outreachmarketing 
@chrisabraham 
Proprietary and Confidential 
THANK YOU! ANY QUESTIONS? YES, YOU CAN START WITH 
ME: 
G...
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Mizuno Running Mezamashii Long Tail Blogger Outreach Case Study

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A Blogger Outreach Case Study: How I Activated Hundreds of Bloggers for Mizuno Running A step-by-step walk through of a campaign that Sally Falkow and I did for Mizuno Running. See what we did to engage and activate hundreds of bloggers, from the top 100 running bloggers down the every single blogger who self-identified with being a Runner. Chris Abraham has been doing blogger outreach and influencer engagement campaigns for top global brands since 2003, including Mizuno, Alzheimer’s Association, Kimberly-Clark Health Care, Sage Software, Smucker’s, US Olympic Committee, Sharp, Snapple, and others. Chris is currently Principal Consultant of Gerris Corp. Gerris offers its clientscomprehensive online conversation marketing campaigns

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Mizuno Running Mezamashii Long Tail Blogger Outreach Case Study

  1. 1. #outreachmarketing @chrisabraham Proprietary and Confidential Mizuno Running: A Long-Tail Blogger Outreach Case Study (Every Blog is Sacred, Every Blog is Good) PREPARED FOR GroupHigh Virtual Summit September 23, 2014 @ChrisAbraham @GroupHigh #OutreachMarketing
  2. 2. #outreachmarketing @chrisabraham Proprietary and Confidential Chris Abraham @chrisabraham @gerrisdigital chris@gerr.is slideshare.net/chrisabraham youtube.com/chrisabraham #outreachmarketing 2 linkedIn.com/in/chrisabraham google.com/+chrisabraham facebook.com/chrisabraham twitter.com/chrisabraham linkedin.com/company/gerris google.com/+gerrisdigital facebook.com/gerris twitter.com/gerrisdigital
  3. 3. #outreachmarketing @chrisabraham Proprietary and Confidential • Blogger outreach tends to focus on only identifying and engaging top-25 influential bloggers • Out of those 25, maybe 3 will cover your story over the course of a campaign • We collect every blogger who has ever had a thematic interest in our customers • We collect them all – all of them – into a "universe" – a list • We reach out to each and every one of them – no fewer than 2,000 but often 5,000 – via email • But then that’s where the work starts 3 WHY YOU SHOULD REACH FURTHER THAN THE A-LIST
  4. 4. #outreachmarketing @chrisabraham Proprietary and Confidential • The initial blast is akin to speed-dating • Most good pitches don’t require a personal relationship • Success depends on five things: 1. Freshness & quality of the list collected 2. Generosity of the “gift” being offered in the pitch 3. The ability of the email to reach the inbox 4. The charm & responsiveness of the responders 5. Following up twice after the initial email outreach 4 WHY YOU SHOULD REACH FURTHER THAN THE A-LIST
  5. 5. #outreachmarketing @chrisabraham Proprietary and Confidential 5 SOCIAL MEDIA NEWS RELEASE (SMNR): MEZAMASHIINEWS.COM
  6. 6. #outreachmarketing @chrisabraham Proprietary and Confidential 6 SOCIAL MEDIA NEWS RELEASE: WWW.MEZAMASHIINEWS.COM
  7. 7. #outreachmarketing @chrisabraham Proprietary and Confidential 7 SOCIAL MEDIA NEWS RELEASE: WWW.MEZAMASHIINEWS.COM
  8. 8. #outreachmarketing @chrisabraham Proprietary and Confidential 8 SOCIAL MEDIA NEWS RELEASE: WWW.MEZAMASHIINEWS.COM
  9. 9. #outreachmarketing @chrisabraham Proprietary and Confidential 9 SOCIAL MEDIA NEWS RELEASE: WWW.MEZAMASHIINEWS.COM
  10. 10. #outreachmarketing @chrisabraham Proprietary and Confidential 10 SOCIAL MEDIA NEWS RELEASE: WWW.MEZAMASHIINEWS.COM
  11. 11. #outreachmarketing @chrisabraham Proprietary and Confidential 11 SOCIAL MEDIA NEWS RELEASE: WWW.MEZAMASHIINEWS.COM
  12. 12. #outreachmarketing @chrisabraham Proprietary and Confidential 12 SOCIAL MEDIA NEWS RELEASE: WWW.MEZAMASHIINEWS.COM
  13. 13. #outreachmarketing @chrisabraham Proprietary and Confidential 13 SOCIAL MEDIA NEWS RELEASE: WWW.MEZAMASHIINEWS.COM
  14. 14. #outreachmarketing @chrisabraham Proprietary and Confidential 14 SOCIAL MEDIA NEWS RELEASE: WWW.MIZUNORUNNINGNEWS.COM
  15. 15. #outreachmarketing @chrisabraham Proprietary and Confidential 15 RULE #34B - IF IT EXISTS THERE IS BLOG OF IT Internet rule #34 - If it exists there IS porn of it
  16. 16. #outreachmarketing @chrisabraham Proprietary and Confidential 16 LOTS AND LOTS OF TOPICAL BLOGGERS
  17. 17. #outreachmarketing @chrisabraham Proprietary and Confidential 17 EMAIL MESSAGE MODEL: INITIAL BLAST
  18. 18. #outreachmarketing @chrisabraham Proprietary and Confidential 18 EMAIL MESSAGE MODEL: FOLLOWING UP
  19. 19. #outreachmarketing @chrisabraham Proprietary and Confidential 19 LOVE HAPPENS IN THE INBOX
  20. 20. #outreachmarketing @chrisabraham Proprietary and Confidential 20 VOLUME SPIKES AFTER EMAIL PITCH BLASTS
  21. 21. #outreachmarketing @chrisabraham Proprietary and Confidential 21 A DIFFERENT LOOK AT IMPACT
  22. 22. #outreachmarketing @chrisabraham Proprietary and Confidential 22 IN CASE YOU NEED MORE PROOF
  23. 23. #outreachmarketing @chrisabraham Proprietary and Confidential 23 PEOPLE ONLY SEEM TO TRUST GOOGLE ANALYTICS
  24. 24. #outreachmarketing @chrisabraham Proprietary and Confidential 24 SMNR SERVER LOGS FROM JUNE
  25. 25. #outreachmarketing @chrisabraham Proprietary and Confidential 25 SMNR SERVER LOGS FROM JULY
  26. 26. 133 EARNED MEDIA BLOG POSTS, 1,350 TWEETS, 40 OTHER #outreachmarketing @chrisabraham Proprietary and Confidential 26
  27. 27. #outreachmarketing @chrisabraham Proprietary and Confidential 27 EXAMPLES OF POSTS AND MENTIONS
  28. 28. #outreachmarketing @chrisabraham Proprietary and Confidential 28 EXAMPLES OF POSTS AND MENTIONS
  29. 29. #outreachmarketing @chrisabraham Proprietary and Confidential 29 EXAMPLES OF POSTS AND MENTIONS
  30. 30. #outreachmarketing @chrisabraham Proprietary and Confidential 30 EXAMPLES OF POSTS AND MENTIONS
  31. 31. #outreachmarketing @chrisabraham Proprietary and Confidential 31 EXAMPLES OF POSTS AND MENTIONS
  32. 32. ASSOCIATED TWITTER, PINTEREST, AND FACEBOOK POSTS #outreachmarketing @chrisabraham Proprietary and Confidential 32
  33. 33. #outreachmarketing @chrisabraham Proprietary and Confidential 33 JUNE SMNR HTTP REFERER LOGS FROM SERVER
  34. 34. #outreachmarketing @chrisabraham Proprietary and Confidential 34 JULY SMNR HTTP REFERER LOGS FROM SERVER
  35. 35. #outreachmarketing @chrisabraham Proprietary and Confidential 35 THE INFLUENCE OF SEARCH ON LONG-TAIL BLOGGER CAMPAIGNS
  36. 36. #outreachmarketing @chrisabraham Proprietary and Confidential 36 ANOTHER LOOK AT VOLUME SPIKES
  37. 37. #outreachmarketing @chrisabraham Proprietary and Confidential 37 AND YET ANOTHER LOOK AT VOLUME SPIKES
  38. 38. #outreachmarketing @chrisabraham Proprietary and Confidential 38 DISTRIBUTION OF VOLUME BY PLATFORM
  39. 39. #outreachmarketing @chrisabraham Proprietary and Confidential 39 FINAL REPORT FOR THE MEZAMASHII CAMPAIGN
  40. 40. #outreachmarketing @chrisabraham Proprietary and Confidential 40 TWO FINAL MANTRAS TO LEAVE YOU WITH (AND REMEMBER) “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)
  41. 41. #outreachmarketing @chrisabraham Proprietary and Confidential THANK YOU! ANY QUESTIONS? YES, YOU CAN START WITH ME: Gerris digital @gerrisdigital www.gerr.is info@gerr.is 41 youtube.com/chrisabraham linkedIn.com/in/chrisabraham google.com/+chrisabraham facebook.com/chrisabraham twitter.com/chrisabraham flickr.com/chrisabraham slideshare.net/chrisabraham linkedin.com/company/gerris google.com/+gerrisdigital facebook.com/gerris twitter.com/gerrisdigital chris-abraham.com Chris Abraham @chrisabraham chris@gerr.is +1 202-352-5051

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