The document discusses blogger outreach services provided by Abraham Harrison LLC: - They reach out to thousands of bloggers across various niches and demographics to gain coverage for clients' brands and messages. - Rather than just targeting top blogs, they focus on a long tail approach to reach a wide range of blogs to maximize coverage. - Their services include creating social media news releases to make it easy for bloggers to write posts, directly contacting bloggers, and tracking and responding to results.

1. BLOGGER OUTREACH PRESENTATION FOR PODCAMP BOSTON SEPT 2010 SOCIAL MEDIA MARKETING & ONLINE PUBLIC RELATIONS

2. WHO WE ARE Long Tail Blogger Outreach to thousands of bloggers Increase the number of your fans, friends, and followers Increase their interactions with your social media content. Dramatically increase the conversations happening about your brand online. Protect your online reputation with constant monitoring of social media. Help you become aware of threats to your brand reputation. Responding rapidly, with our professional guidance. Social Media Customer Service PUBLICLY creating customer satisfaction and positive PR/brand promotion SNS Presence development Building vibrant, self-feeding passion communities around our clients' brands WHAT WE DO 1 00% online media company, born of the Internet, and living our lives in the world of social media. Team of 35 professionals spread across 4 continents, 7 countries, 14 time zones . . . . and one Internet. Strategic partners with TheWadeGroup Abraham Harrison LLC

3. WHAT WE MEAN WHEN WE SAY “BLOGGER OUTREACH” VS. WHAT MOST PEOPLE MEAN There are tens of thousands out there who are eager to help you spread your message – you just have to ask them We don’t just focus on the “A-list” top-25 big blogs – we reach out to the long-tail and get earned media coverage far and wide For widespread coverage, you must: Make it as easy as possible (Social Media News Release) Target widely, but well Ask for what you want Pleasant but persistent follow-up THE RESULT: widespread coverage across places on the web people aren’t hearing about you yet, but would be receptive to your message

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7. BLOGGER OUTREACH: TARGETING Directly reach out to bloggers of a given subject/demographic Research based on demographics suited to company/brand/message (CBM) Have a clear idea of the demographics that are interested in the CBM Search with the keywords associated with those demographics Google Blogsearch, Icerocket, etc Directories, facebook profiles, twitter profiles Send emails to the bloggers about subjects they care about Since they are already writing about a subject they are interested in it They are likely to post about your CBM HOW TO TARGET

8. BLOGGER OUTREACH: TARGETING Reach out to bloggers regardless of number of readers Why not just reach out to the few with the most readers? They might ignore you Their readers might care less than the readers of a smaller blog Why reach out to so many low reader bloggers? There’s a greater chance that a large number will blog Their readers may care more about the message The smaller readership is a more intimate setting That intimacy breeds greater trust Even small blogs occupy some search results 100s of posts have an effect on SEO and Mindspace MORE TARGETS

9. BLOGGER OUTREACH: THE SMNR S ocial M edia N ews R elease Provides a one stop shop for bloggers Learn about the CBM Easily acquire media Videos Images Quotes Makes blogging easy Bloggers like articles that write themselves By providing easily copied info you allow them to create their posts faster.

10. BLOGGER OUTREACH: THE MESSAGE MODEL What is a message model? A message model is the base of an email outreach Name, blog name, and email address will be merged What makes a message model great? It is sent only to people who are interested in the subject matter It is sent in plain text

11. BLOGGER OUTREACH: SEND, RESPOND, TRACK What happens after the outreach is sent? Human beings watch the inbox and respond to replies Answer questions Help with any technical issues This takes a great deal of time and energy Articles, tweets, mentions, etc are taken note of See distance of reach Observe comments in response to posts What about angry bloggers? (or “Oh no! I emailed the wrong person!”) Apologies are made immediately Sometimes the angry blogger can be made friendly Sometimes just having a person respond quickly is enough If they can't be appeased they are removed from all lists No reason to keep contacting them

12. BLOGGER OUTREACH: WHY THIS IS VALUABLE IT WORKS SO WELL, IT CAN WIN YOU AWARDS! http://ahawards.com SCREENSHOT

13. BLOGGER OUTREACH: WHY THIS IS VALUABLE Posts by individuals to a group of readers that trust them The blogger has an established relationship with the readers The relationship is semi-personal Readers feel connected to the blogger There is an emotional bond The relationship is one of trust and respect The readers have taken successful advice from the blogger before The readers feel that the message is coming from an expert Since the blogs are independently run there is greater trust Corporate blogs are immediately suspect Fabricated facts (lies) could benefit the CBM It doesn’t matter if the posts are true. Paid-for-post blogs lose trust Established and trusted bloggers often shy away from these Readers feel as if trust is abused when paid-for-posts show up The blogger’s trustworthiness comes into question TRUST

14. BLOGGER OUTREACH: WHY THIS IS VALUABLE Posts that last the lifetime of the blogs The posts last essentially forever Even if a blog ceases to be updated posts often stick around Deleted blogs are often still visible in many ways Quotes and related posts on other blogs Archive.org wayback machine and similar sites Small blogs have the potential to become large and well read Blogger readership can increase over time New readers will often read old posts Search indexes list established content Your CBM becomes an established part of the blog early on The CBM develops a relationship with the blogger The blogger is more likely to reblog about the CBM LONGEVITY

15. BLOGGER OUTREACH: YOU CAN DO THIS ON YOUR OWN, BUT HERE’S WHY IT MIGHT BE A GOOD IDEA TO OUTSOURCE IF YOU HAVE THE RESOURCES Why can’t someone in company, like an intern, take care of blogger outreach? Blogger outreach is complicated and delicate It takes training and experience It also takes charm Do you want to trust your entire CBM image to an intern or lone worker? The worker or intern may leave. The worker/intern may be or become disgruntled When they leave their skill might leave too The worker or intern may have other duties that interfere THE INSIDE JOB

16. BLOGGER OUTREACH: YOU CAN DO THIS ON YOUR OWN, BUT HERE’S WHY IT MIGHT BE A GOOD IDEA TO OUTSOURCE IF YOU HAVE THE RESOURCES What are the benefits of hiring Abraham Harrison to do this? They already have experience They know the tricks, traps, and pitfalls They have already found charming people They have already hired and fired people to end up with the best They will have already gained trust in many circles often these relationships provide leverage There is an implicit trust grown and maintained They have already made strong relationships with several companies They can see potential for cross business pollination CBMs can be used to grow and support each other EXPERIENCED HELP

17. http://abrahamharrison.com info@ abrahamharrison .com (202) 570-4878 Questions? Further information we can provide as a follow up?