They're like reporters, but with attitude.

1. HOW TO WIN FRIENDS
AND INFLUENCE BLOGGERS
Jonathan Rick
@jrick

2. PART 1
ACASESTUDY

3. The Good
 Exploited the subject line
 Made the ask
 Provided talking points
 Used links

4. The Bad
✖ Didn’t connect
✖ Pitched rather than talked
✖ Didn’t disclose

5. “WHO IS
PAYING
FOR
THIS?”

6. PART 2
MEETTHEBLOGGERS

7. THENEWYORKYANKEES

8. 1 It’s their job.WHY DO THEY
PLAY?

9. 2 They have editors.WHO ARE THEIR
COACHES?
1 It’s their job.WHY DO THEY
PLAY?

10. 3 Probably not.WILL THEY CORK
THEIR BAT?
2 They have editors.WHO ARE THEIR
COACHES?
1 It’s their job.WHY DO THEY
PLAY?

11. 4 Yes—if you’re a
21-year-old blonde.
WILL THEY SIGN
AN AUTOGRAPH?
3 Probably not.WILL THEY CORK
THEIR BAT?
2 They have editors.WHO ARE THEIR
COACHES?
1 It’s their job.WHY DO THEY
PLAY?

12. NIKKI FINKE
DEADLINE.COM

13. HEATHER ARMSTRONG
DOOCE

14. MICHAEL ARRINGTON
TECHCRUNCH

15. THETRENTONTHUNDER

16. 1 It’s their hobby.WHY DO THEY
PLAY?

17. 2 They’re self-coached.WHO ARE THEIR
COACHES?
1 It’s their hobby.WHY DO THEY
PLAY?

18. 3 Maybe.WILL THEY CORK
THEIR BAT?
2 They’re self-coached.WHO ARE THEIR
COACHES?
1 It’s their hobby.WHY DO THEY
PLAY?

19. 4 Probably.WILL THEY SIGN
AN AUTOGRAPH?
3 Maybe.WILL THEY CORK
THEIR BAT?
2 They’re self-coached.WHO ARE THEIR
COACHES?
1 It’s their hobby.WHY DO THEY
PLAY?

20. PAMELA SORENSON
PAMELA’S PUNCH

21. MATT MACKOWIAK
POTOMAC FLACKS

22. AMY MOORE
CLARENDON CULTURE

23. THEMILLBURN-SHORTHILLS
LITTLELEAGUECARDINALS

24. 1 It’s their journal.WHY DO THEY
PLAY?

25. 2 They don’t have any.WHO ARE THEIR
COACHES?
1 It’s their journal.WHY DO THEY
PLAY?

26. 3 “Sure….”WILL THEY CORK
THEIR BAT?
2 They don’t have any.WHO ARE THEIR
COACHES?
1 It’s their journal.WHY DO THEY
PLAY?

27. 4 “I’ll sign two!”WILL THEY SIGN
AN AUTOGRAPH?
3 “Sure….”WILL THEY CORK
THEIR BAT?
2 They don’t have any.WHO ARE THEIR
COACHES?
1 It’s their journal.WHY DO THEY
PLAY?

28. DAVID ALMACY
CAPITAL GIG

29. TOM G. PALMER
TOMGPALMER.COM

30. ROBERT BLUEY
BLUEY BLOG

31. PART 3
DOYOURRESEARCH

32. FIND THE RIGHT BLOGS
USEASUBSCRIPTION
SERVICE

35. FIND THE RIGHT BLOGS
DOITYOURSELF

38. Googling 101
 Vary your search terms
 Play around with Google News and Google Blogs
 Don’t forget about Bing

39. VERIFYTHEIR RELEVANCE
TAGCLOUDS

43. FERRET OUT THE CONTACT INFO
TIPSFORMS

45. FERRET OUT THE CONTACT INFO
MASTHEADS

48. FERRET OUT THE CONTACT INFO
SOCIALMEDIA

50. RECYCLE KNOWLEDGE
BLOGROLLS

54. RECYCLE KNOWLEDGE
SOCIALGRAPHS

57. ASSESS THE BLOG
QUANTITATIVEDATA

61. ASSESS THE BLOG
QUALITATIVEDATA

62. Qualitative Data
 Quality of writing
 Reputation
 Awards
 Advertisers
 Search engine
optimization

63. SWING FOR THE FENCES?
INFLUENCERSVS.ENTHUSIASTS

64. PART 4
PERFECTYOURPITCH

65. WRITEASIFYOUREMAIL
WILLBEPUBLISHED

66. I came across your Web site
JonathanRick.com, and would like to propose a
link exchange between your site and
EnduranceWarrantyServices.com. Endurance
Warranty Services is the leader in extended
auto warranties serving car warranties, truck
warranties, and all types of extended auto
warranties …
Let us know when our link is placed and we
will post your link in the proper category of
the “Resources” page listed here.
—Endurance Warranty Services

67. CONNECT&FLATTER

68. Rob: Hello. I hope you’re well. I just
wanted to drop you a line and introduce
myself. I’m a blogger myself (I contribute
to Confirm Them and Human Events’
blogs among others), but for my day
job—I do online public affairs for Wal-
Mart, working with Mike Krempasky
who runs Redstate.com.
Just wanted you to know that your post
taking notice of “Why Wal-Mart Works”
was noticed here and at [Wal-Mart’s]
headquarters in Bentonville.
—Marshall Manson

69. MAKEYOURPITCH

70. Hi Danny,
I’m working with Aaron Strout and Greg Verdino
from Powered, Inc. on Greg’s new book,
microMARKETING: Get Big Results by Thinking and
Acting Small, and they thought that you would be a
perfect fit to do one of the chapter-by-chapter
reviews.
Because of your experience using the Internet and
new media to raise money, in addition to your work
with large companies like IBM, FedEx, and RIM,
Chapter 7, “From Reach to Relationships: Activating
the Many by Resonating with the Right Few,”
seemed like it would resonate well with your
audience.
—Alexandria Kirsch

71. EXUDEENTHUSIASM

72. Jim Beam is spending its budget this
year marketing people who exhibit the
brand persona, not the brand itself.
We’ve found an initial group of people
who exhibit true character, integrity,
perseverance through struggle, etc, and
we’re 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.
—Jason Falls

73. DON’T“PITCH”—TALK

74. I've had it. I get more than 300 emails a day and
my problem isn't spam, it's PR people. Lazy flacks
send press releases to the Editor in Chief of Wired
because they can't be bothered to find out who on
my staff, if anyone, might actually be interested in
what they're pitching …
I only want two kinds of email: those from people I
know, and those from people who have taken the
time to find out what I'm interested in and
composed a note meant to appeal to that (I love
those emails; indeed, that's why my email address
is public).
Everything else gets banned on first abuse.
—Chris Anderson

75. BEBRIEF

76. I’m looking forward to
continuing to send little nuggets
your way. And, as always, we
want this to be a conversation.
So your questions, suggestions
and rants are always welcome
and encouraged.
—Marshall Manson

77. MAKETHEASK

78. The blogger who writes the best
cover story about the launch of
ArticleMe.com will win $3,000 in
the ArticleMe launch contest.
—ArticleMe.com

79. EXPLOITTHESUBJECTLINE

80.  Remember 9/11. Participate in
the Freedom Walk
 How are you commemorating
September 11th?
 [Blog Name] and the Freedom
Walk
 INVITE: The Freedom Walk

81. PRACTICEFULLDISCLOSURE

82. Hey, it’s Seth the Blogger Guy
with AT&T. I’m here to talk a
little about our network, where
it stands now, and a bit about
where it’s going.
—Seth Bloom

83. Let’s Continue the
Conversation
hi@jonathanrick.com
jonathanrick.com
@jrick
slideshare.net/jrick