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#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
#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
#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
#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
#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 
Internet rule #34 - If it exists there IS porn of it
#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 
CAMPAIGNS
#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) 
“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)
#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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Mizuno Running Mezamashii Long Tail Blogger Outreach Case Study