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Building Community in Blogger Outreach

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Jenn Pedde
Jenn Pedde
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Building Community in Blogger Outreach { BlogWorld – Social Media Business Summit June 2012 Jenn Pedde @JPedde @TheCmgr jpedde@thecommunitymanager.com
Things to Cover…  What is Blogger Outreach?  What is Community Management?  What are traditional functions of both areas?  Possibilities when doing both together well  Popular & Unpopular Methods  Tools for Blogger Outreach
What is Blogger Outreach?  Blog:  A website containing a writer’s own experiences, observations, opinions, etc., and often having images and links to other websites  Outreach:  The act of extending services, benefits, etc., to a wider section of the population, as in community work i.e. “an education outreach program”
Traditional Blogger Outreach Goals  PR  Brand Awareness
What is Community Management? Traditionally it’s Customer/User Focused:  Internally Owned Properties for Customers  Websites, Blogs, Forums, Platforms, Newsletters  Externally Unowned Properties for Customers  Social Communities on Twitter, Facebook, Linked In, etc.
Other sides of Community Management  Internal Employee Communication  Business 2 Business Relationship Building  Building Community in External Blogger Outreach
Blogger Outreach Possibilities  SEO / Linkbuilding  Increased Sales  Engaged Customers/Users  Product Testing  Being the dominant voice in your industry  Being the most trusted voice in your industry
What Does the Blogger Have?  Traffic  Influence  Targeted Audience  Potential  Social Media Assets  Authoritative Website  Friends  An Opinion About You
What Do You Have?  Content  Knowledge  Resources  Tools  A Product or Service
Popular Blogger Outreach Methods  Infographics  Giveaways  Product Testing/Reviews/Snea k Peeks  Guest Blogging  Badges  Ambassador Programs
Unpopular Blogger Outreach Methods  Sending announcements / press releases  Pitching your service/product/company  Write about me! Write about me!  Lying  Cold calling…in blog format.
So how do you become this guy?
1) Know Your Blogs
2) Have a Game Plan  Goals  Projects  Themes  Lists  Research
3) Individualize Your Pitch
4) Play by Blogger Rules  Follow the Blogger’s Guidelines as stated by their website.
5) Don’t “Hit It & Quit It”  Blogger outreach is like getting married.
6) Build on the Relationship  Keep coming back for more  Set reminders to follow up with lists one month, 3 months, 6 months later
Case of the Wrong Name Dear Organization,  My name is not Joseph Smith. This man has apparently confused his own email address with mine. In fact this email in general is very hurtful to me. I suffer from and lost a foot to diabetes. I therefore cannot participate in your "race" as I am hobbled. Perhaps I would be willing to participate if I could borrow Wilford Brimley's horse from his commercials. Is that something you could arrange? Please look into this. If I am able to ride a horse for the cure I may reconsider being involved. If you are unable to meet these conditions I would ask that you respectfully stop sending me emails that are meant for an inept computer user. Thank you kindly, JARED Smith  Jared, I apologize for this mix up. I deleted the email address from Joseph Smith’s account, so the messages being sent to you in error should stop. Please let me know if you receive any more.  Thank You, Outreach & Administrative Coordinator  Any word on my request for the horse?  No horses allowed on the race course…not this year. I’ll make a request to our Race director, though. :)"-Thank you, Outreach & Administrative Coordinator"
Never Lie.  “Let’s just clarify here. This email is addressed to a website. I got this email on a Thursday. The post she said she enjoyed was the one where I had to dig up my recently deceased dog. It’s pretty clear that Misty had never read my blog before.”  http://thebloggess.com/2010/11/its-possible-that-misty-is-just-fucking- with-me-but-i-really-doubt-it/
Blogger Outreach Tools  Buzzstream  SEOmoz  BlogDash  GroupHigh  Followerwonk.com  Klout  Cision (mostly PR)
Buzzstream  Link Prospect Research  Relationship Management  Outreach  Project & Task Management  List Building  Team Communication
Buzzstream:
SEOmoz  Weekly Crawls & Rank Tracking  Page Authority, Domain Authority and link data without leaving a single page (Toolbar)  Webinars, Community, new SEO info
SEOmoz
Thank You   Jenn Pedde  www.TheCommunityManager.com  www.2tor.com  @JPedde  @TheCmgr  jpedde@TheCommunityManager.com

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Building Community in Blogger Outreach

  • 1. Building Community in Blogger Outreach { BlogWorld – Social Media Business Summit June 2012 Jenn Pedde @JPedde @TheCmgr jpedde@thecommunitymanager.com
  • 2. Things to Cover…  What is Blogger Outreach?  What is Community Management?  What are traditional functions of both areas?  Possibilities when doing both together well  Popular & Unpopular Methods  Tools for Blogger Outreach
  • 3. What is Blogger Outreach?  Blog:  A website containing a writer’s own experiences, observations, opinions, etc., and often having images and links to other websites  Outreach:  The act of extending services, benefits, etc., to a wider section of the population, as in community work i.e. “an education outreach program”
  • 4. Traditional Blogger Outreach Goals  PR  Brand Awareness
  • 5. What is Community Management? Traditionally it’s Customer/User Focused:  Internally Owned Properties for Customers  Websites, Blogs, Forums, Platforms, Newsletters  Externally Unowned Properties for Customers  Social Communities on Twitter, Facebook, Linked In, etc.
  • 6. Other sides of Community Management  Internal Employee Communication  Business 2 Business Relationship Building  Building Community in External Blogger Outreach
  • 7. Blogger Outreach Possibilities  SEO / Linkbuilding  Increased Sales  Engaged Customers/Users  Product Testing  Being the dominant voice in your industry  Being the most trusted voice in your industry
  • 8. What Does the Blogger Have?  Traffic  Influence  Targeted Audience  Potential  Social Media Assets  Authoritative Website  Friends  An Opinion About You
  • 9. What Do You Have?  Content  Knowledge  Resources  Tools  A Product or Service
  • 10. Popular Blogger Outreach Methods  Infographics  Giveaways  Product Testing/Reviews/Snea k Peeks  Guest Blogging  Badges  Ambassador Programs
  • 11. Unpopular Blogger Outreach Methods  Sending announcements / press releases  Pitching your service/product/company  Write about me! Write about me!  Lying  Cold calling…in blog format.
  • 12. So how do you become this guy?
  • 13. 1) Know Your Blogs
  • 14. 2) Have a Game Plan  Goals  Projects  Themes  Lists  Research
  • 16. 4) Play by Blogger Rules  Follow the Blogger’s Guidelines as stated by their website.
  • 17. 5) Don’t “Hit It & Quit It”  Blogger outreach is like getting married.
  • 18. 6) Build on the Relationship  Keep coming back for more  Set reminders to follow up with lists one month, 3 months, 6 months later
  • 19. Case of the Wrong Name Dear Organization,  My name is not Joseph Smith. This man has apparently confused his own email address with mine. In fact this email in general is very hurtful to me. I suffer from and lost a foot to diabetes. I therefore cannot participate in your "race" as I am hobbled. Perhaps I would be willing to participate if I could borrow Wilford Brimley's horse from his commercials. Is that something you could arrange? Please look into this. If I am able to ride a horse for the cure I may reconsider being involved. If you are unable to meet these conditions I would ask that you respectfully stop sending me emails that are meant for an inept computer user. Thank you kindly, JARED Smith  Jared, I apologize for this mix up. I deleted the email address from Joseph Smith’s account, so the messages being sent to you in error should stop. Please let me know if you receive any more.  Thank You, Outreach & Administrative Coordinator  Any word on my request for the horse?  No horses allowed on the race course…not this year. I’ll make a request to our Race director, though. :)"-Thank you, Outreach & Administrative Coordinator"
  • 20. Never Lie.  “Let’s just clarify here. This email is addressed to a website. I got this email on a Thursday. The post she said she enjoyed was the one where I had to dig up my recently deceased dog. It’s pretty clear that Misty had never read my blog before.”  http://thebloggess.com/2010/11/its-possible-that-misty-is-just-fucking- with-me-but-i-really-doubt-it/
  • 21. Blogger Outreach Tools  Buzzstream  SEOmoz  BlogDash  GroupHigh  Followerwonk.com  Klout  Cision (mostly PR)
  • 22. Buzzstream  Link Prospect Research  Relationship Management  Outreach  Project & Task Management  List Building  Team Communication
  • 24. SEOmoz  Weekly Crawls & Rank Tracking  Page Authority, Domain Authority and link data without leaving a single page (Toolbar)  Webinars, Community, new SEO info
  • 26. Thank You   Jenn Pedde  www.TheCommunityManager.com  www.2tor.com  @JPedde  @TheCmgr  jpedde@TheCommunityManager.com