Not All Blogs Are Created Equal


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Presentation from PRSA International 2008 by Heidi Sullivan and Jay Krall of Cision and Jason Falls of Doe-Anderson.

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  • Not All Blogs Are Created Equal

    1. 1. Not All Blogs Are Created Equal Heidi Sullivan, Director, Media Research, Cision Jay Krall, Manager, Internet Media Research, Cision Jason Falls, Director, Social Media, Doe Anderson
    2. 2. “ It’s now possible to address small audiences cost-efficiently, audiences that could never have been served in print.” Paul Gillin, The New Influencers Finding Your Niche
    3. 3. How to Find 10 Blogs Relevant to Your Campaign ■ Initial Research Google Blog Search Technorati ■ Traditional Metrics Unique Visitors per Month RSS Subscribers E-mail subscribers
    4. 4. Two-mile-high urban termite mound to house planet's swarming humanity
    5. 8. Social Metrics
    6. 9. Crisis Management When should I respond?
    7. 15. “ Bloggers are technically raising the bar for old school media members by telling public relations professionals and media database companies that the old way of doing business is the old way of doing business.”
    8. 16. JasonFalls Just reached out to Cision to find out if their information-gathering is part of the PR blacklist/bat pitch problem. Will report back. JasonFalls Emailing a different person at Cision in hopes of a response. TDefren Just got an email from Cision. They've updated @ ginatrapani 's email contact info. JasonFalls On the phone with Cision!!!! YAY! Very good conversations, too! JasonFalls Cision had a team meeting this morning to discuss the issue. They're responsive and have corrected the Gina oversite. More on SME later.
    9. 17. Where did Cision get the email? Why was there not information indicating the appropriate way to reach Gina? Heidi Sullivan of Cision spoke with Jason on Tuesday. The answers, candid and forthcoming, are such: “ Having her personal email listed was our mistake,” Sullivan said. “Our practices are to always contact the journalist first. If we’re able to verify the information from a public source, we do. Unfortunately, a research editor didn’t read through the information about which to use to pitch her properly. We found it and fixed it. We also had a huge team meeting to address that and make sure our researchers are very cautious on what they’re utilizing. We had the wrong email address listed. If we have an error in our database, we strive to correct it immediately.”
    10. 18. “ Had they not reached out to me, I could have posted angry Tweets or blog posts about Cision and made the company look bad. Kudos to them for the transparency and honesty in the presentation and in dealing with me.”
    11. 19. If you are going to act, ACT NOW!
    12. 20. Q: How do I determine what type of involvement I should have with social media?
    13. 21. Q: How do I determine what type of involvement I should have with social media? A: Ask yourself: How does my target community consume news?
    14. 22. Psychographics: Breaking out the Jim drinkers from the Jack drinkers
    15. 23. <ul><li>Micropersuasion and your obsessed fans, take note. Five shiny stars for this pitch from Jason. Let’s review what makes it work: </li></ul><ul><li>Personalized- says he’s long-time fan (and how can I disprove that, right?) </li></ul><ul><li>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. </li></ul><ul><li>Low key. Jokes. Calls me “marketing big shot.” </li></ul><ul><li>Sounds like an e-mail. Not a press release. Uses words like “thanks for the time, man.” </li></ul><ul><li>Learn from this, dear PR people. Especially you 1.0 PR people that are still sending bloggers press releases. That is so 2002. Mind you, I sat on this for weeks and haven’t exactly been to the websites below. But I trust the campaign is the most progressive one ever for a brand, and Jason can put that in his client binder. The dude even followed it up with a gentle nudge this week (knowing how bad I am about e-mail). </li></ul>
    16. 24. <ul><li>Subject header: “Opening myself up to your pointed criticism!” </li></ul><ul><li>Hey Kevin, </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>Social Media Release: http:// / Site: http:// </li></ul><ul><li>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. </li></ul><ul><li>Thanks for the time, man. </li></ul><ul><li>Jason </li></ul>
    17. 25. Social Media Benefits - Supplemental to Your Campaign - More Direct to Consumer - Cyclical Nature of the Web - Immediacy
    18. 26. Social Media Outreach: COMMUNITY IS KEY
    19. 27. The Pitch vs. Community Engagement Establish Authenticity: Comment, Reach Out, Participate!
    20. 28. <ul><li>Establish Your </li></ul><ul><li>Social Media Plan </li></ul><ul><li>Know your target community </li></ul><ul><li>Find the right sites </li></ul><ul><li>Establish your goals </li></ul><ul><li>Engage the community </li></ul>
    21. 29. Keep In Mind – There’s More Than Outreach
    22. 30. Not All Blogs Are Created Equal Heidi Sullivan, Director, Media Research, Cision [email_address] Jay Krall, Manager, Internet Media Research, Cision [email_address] Jason Falls, Director, Social Media, Doe Anderson [email_address]