My presentation is described thus, “A step-by-step walk through of a campaign that Sally Falkow and I did for Mizuno Running. See what we did to engage and activate hundreds of bloggers, from the top 100 running bloggers down the every single blogger who self-identified with being a Runner.”
Mizuno USA hired me to join their AOR, McKinney, to help them leverage the power of online influencers and social media to help introduce an online runner’s community they were launching called the Mezamashii Project. The Japanese word “mezamashii” means “brilliant” and Mizuno wanted to let runners know what it was like to have a brilliant run. Since Mizununo might not be top-of-mind when American runners think of buying shoes, the job that I was given was to make sure the Mezamashii Project was launched in a big way.
Long Tail Blogger Outreach
My portion of the campaign was online influencer marketing, including reaching out to 100 A-list runners, a task I shared with fellow outreach marketing rock star, Sally Falkow of Meritus Media, as well as “everyone else,” which I call long tail blogger outreach. What this Cluetrainian idea means is that the combined influence and impact of having hundreds of bloggers and online influencers speak on behalf of Mizuno is more important that having a handful of A-list “celebrity” bloggers on board.
Mizuno was smart: they not only engaged an agency like McKinney, reached out to the top celebrity and A-list bloggers, but also were willing to reach out to and engage any and all bloggers who in any way self-described themselves as runners. What is a runner? Well, according to Runner’s World magazine, a runner is anyone who straps on a pair of shoes and ambles down the block.
Every Blog is Sacred
This includes both Ultramarathoners, crazy folks who run upwards of 3,100 miles, to someone like me, a 44-year old college rower who is now trying to reduce from 285 lbs+ by hitting the road, to someone who has never ever gotten off of the couch but now is attempting to go from Couch to 5k by using Jeff Galloway’s Run Walk Run method of training to run. I wanted them all! Funny thing was: most of the running celebrities were already sponsored by Nike, New Balance, Saucony, and Brooks.
It Takes a Village
We used a combination of good old Google search and a team of researchers I work with to collect the hundred top-runners as well as the thousands of regular bloggers who blogged about any number of topics: 5ks, 10ks, CrossFit, weight loss, running, jogging, half-marathons, marathons, triathlons, sprinting, personal training, going to the gym, and loads of other running- and training-related pastimes.
While Sally and I reached out to those hundred top bloggers by hand, reaching them via email as well as through their social channels, including email forms and even via private message on Daily Mile, it was a different thing entirely across the long tail.
How to Do Long Tail Blogger Outreach with Chris Abraham of Gerris Corp
1. Thanks for joining!
How to Engage Bloggers
Down the Long Tail
Hashtag: #ltbo
Twitter: @chrisabraham
Google+: google.com/+ChrisAbraham
Facebook: facebook.com/chrisabraham
LinkedIn: linkedin.com/in/chrisabraham
@chrisabraham #ltbo
2. Your Speaker: Chris Abraham
Principal Consultant
Avid Blogger/Contributor:
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3. My Personal Digital PR Philosophy
Find people where they live (and meet them
there even if it’s a forum or message board)
Explore the long tail (there are millions of
people blogging, sharing, and posting online –
and PR tends to pile on the same 100
“influentials”)
“We want you to take 50 million of us as seriously as
you take one reporter from The Wall Street Journal”
(#83 of the 95 Theses from The Cluetrain Manifesto)
Spoil everyone (like you would Guy Kawasaki)
Be grateful (nobody is required to help you)
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4. Why You Should Reach Past the A-List
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
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5. Why You Should Reach Past the A-List
The initial blast is akin to speed-dating
Most good pitches don’t require a personal
relationship
Success depends on five things:
Freshness & quality of the list collected
Generosity of the “gift” being offered in the
pitch
The ability of the email to reach the inbox
The charm & responsiveness of the
responders
Following up twice after the initial email
outreach
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7. Campaign Questions
Goal: what is it you need to do?
Monitor: what are you looking to find?
Discover: where are people talking?
Learn: who are these talking people?
Collect: what groups do you need?
Engage: how best to connect?
Outreach: how best to pitch?
Analyze: how did you do?
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8. Goals: What Do You Want to Accomplish?
Build brand awareness?
Increase community engagement?
Prospect new brand ambassadors?
Drive sales, traffic, membership?
Drive conversation volume?
Improve organic search?
Get a feel for your neighborhood?
Launch a new product, service, investment?
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9. Monitor: Listen/Look Before You Leap
Google Search is the best tool to get a feel
When it comes down to it, Google does an amazing job
of giving you a 30,000-foot view of the blogosphere
Spend some time understanding the space
It’s not always obvious how people engage with you,
your brand, your space, or your industry. Allow your
community to lead your exploration; do not be willful:
people don’t always use your language
Include message boards, forums, etc., in your recon
Try out all the tools: it’s a buyer’s market
SDL SM2, Radian6, Sysomos, Sprout Social, Lithium
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10. Internet Rule #34: If It Exists There Is Porn of It
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11. Discover: Finding People Where They Live
Social media is much bigger than Facebook
There are a multitude of social networks, self-run message
boards, threads deep in reddit, and ad-hoc discussions
everywhere online (Dailymile.com, etc.)
If it exists, there is blog of it (Rule 34 variant)
There are more than a billion active blogs worldwide
Always start with Google
Influencer discovery
GroupHigh – grouphigh.com
Little Bird – getlittlebird.com
InkyBee – inkybee.com
eCairn – ecairn.com
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13. Learn: Do They Want to Be Engaged? And How?
Blogs (including online journalists, curators,
aggregators, group blogs, and bloggers)
Can you find their name and email address?
If contacting them is hard, maybe they don’t want to be
Look for a “how to engage/pitch” message
Follow their directions to a T (or don’t engage them at all)
Forums (including bookmark & link aggregators)
Engage forum owners directly, don’t jump in there!
Social Networks (including FB, Twitter, etc.)
Engage before befriending before pitching
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14. Collect: Demo-, Geo-, Psycho-Graphic Lists
The A-list (the crème de la crème of influence)
Generally professional bloggers and journalists, including the blogs and profiles
of mainstream media platforms, celebrities, high Klout scores, high-traffic blogs,
authors, actors, scientists, pundits, newsmakers, and people with mad followers
Will blog for free, but only if they’re compelled to (exclusive content, big news,
financial releases, new investment, etc.)
Never, ever, include A-list bloggers in a bulk email pitch – hand-written only
Prepare your kid-gloves and your checkbook – find ways to woo them
personally (over lavish meals, inviting them to HQ, or meeting them down at one of
the many conferences they attend)
Become a persistent “bestie” – either as someone who is a communicator
pitching them good, consistent, and valuable content or, even better, a personal
friend who doesn’t just collect them as a method of access or a sign of prestige
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15. Collect: Demo-, Geo-, Psycho-Graphic Lists
B-D-List (the mid-section of the long tail often asks for money)
While not all B-D-list bloggers lead with an advertising rate sheet, many do
Most PR campaigns aren’t budgeted for advertising spend so I don’t pay for posts
Ideally, earned-media is the goal of PR campaigns, so it’s up to you
Many of the B-D-list bloggers can get you what you need for less than a strong ad buy
While disclosures are essential everywhere, they’re doubly so for “advertorial” content
I tend to put any blogger who asks for money into a DNC* list
Midrange bloggers are easier to access, harder to garner earn media mentions
from, but a worthy investment of time and attention toward a long-term relationship
People help out their friends, so becoming close may curry favor for earned media pitches
I generally include B-D-list bloggers in general long-tail bulk email outreach
*Do not contact list
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16. Collect: Demo-, Geo-, Psycho-Graphic Lists
E-Z-List (the long-tail of the blogosphere, including ~1 Billion bloggers)
While a billion active blogs are well out-of-scope, please remember:
No matter how obscure your product or service, there’s probably a blog about it
The original Rule #34 is: “If it exists, there is porn of it;” same for the blogosphere
Collect email addresses, blog name, and maybe location only for E-Z-list
While I might be willing to chase down the contact info of A-D-list bloggers via forms or
hunting them down via LinkedIn or Facebook Messenger, Dailymile mail, or Twitter DMs, I
only engage long-tail bloggers if they share their email address gladly
If bloggers don’t make it easy to contact them, they may not want to be contacted; and, if
you contact someone who doesn’t want to be, there will be serious blowback
Send everyone in your list a bulk email pitch but be ready to engage in person
Don’t worry, most people aren’t fanboys – a cold-pitch is fine if your “gift” is generous
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18. Engage: Pitch It Slow and Right Over the Plate
Tell, don’t sell
Lead with the news, not the used car
Pitching is speed dating
You don’t need to overwrite
Allow people to be intrigued
Less is more
Attention span is limited
Pre-masticate message into easy-to-understand
pabulum
Don’t include attachments or inline content
Don’t BS, brown nose, lie, or flatter
"Please don’t say you read and love my blog,
then pitch me on something that I never cover
here" -- Mack Collier
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19. Outreach: The Catch Is the More Important Part
The informational microsite
Internally, I call it an SMNR
Social Media News Release
The kitchen sink theory
Don’t limit the SMNR to just the pitch
Bloggers are libertarian contrarians
Give a lot to look through – give them options
Steal me, steal me!
Optimize content to be copied-and-pasted
Pre-embed embed codes
Pre-link and optimize for SEO, etc.
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www.mizunorunningnews.com
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22. Analyze: It All Comes Down to the Bottom Line
Track using site analytics tools
Google Analytics tracking code in the SMNR
Server-side analytics tools: AWstats, Webalizer
Track both SMNR & target site
Track using media mention tools
I presently use SDL SM2 (Alterian SM2)
Primary, secondary, tertiary, etc., mentions
Lots of free and fee-based tools
Google Analytics is becoming more SM-savvy
Track using specialized landing pages
Using affiliate tricks-of-the-trade
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23. Analyze: The Proof Is in the Pudding
133 earned media blog posts, 1,350 Tweets, 40 other
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28. Final Words
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“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)
@chrisabraham #ltbo