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Mizuno Running: A Long-Tail Blogger Outreach Case Study(Every Blog is Sacred, Every Blog is Good)PREPARED FOR GroupHigh Virtual Summit
September 23, 2014
@ChrisAbraham@GroupHigh
#OutreachMarketing
#outreachmarketing
@chrisabraham
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Chris Abraham@chrisabraham@[email protected]
slideshare.net/chrisabrahamyoutube.com/chrisabraham
#outreachmarketing
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linkedIn.com/in/chrisabrahamgoogle.com/+chrisabrahamfacebook.com/chrisabraham
twitter.com/chrisabraham
linkedin.com/company/gerris
google.com/+gerrisdigitalfacebook.com/gerris
twitter.com/gerrisdigital
#outreachmarketing
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• 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 starts3
WHY YOU SHOULD REACH FURTHER THAN THE A-LIST
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• The initial blast is akin to speed-dating
• Most good pitches don’t require a personal relationship
• Success depends on five things:
1. Freshness & quality of the list collected
2. Generosity of the “gift” being offered in the pitch
3. The ability of the email to reach the inbox
4. The charm & responsiveness of the responders
5. Following up twice after the initial email outreach4
WHY YOU SHOULD REACH FURTHER THAN THE A-LIST
#outreachmarketing
@chrisabraham
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SOCIAL MEDIA NEWS RELEASE (SMNR): MEZAMASHIINEWS.COM
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SOCIAL MEDIA NEWS RELEASE: WWW.MEZAMASHIINEWS.COM
#outreachmarketing
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SOCIAL MEDIA NEWS RELEASE: WWW.MEZAMASHIINEWS.COM
#outreachmarketing
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SOCIAL MEDIA NEWS RELEASE: WWW.MEZAMASHIINEWS.COM
#outreachmarketing
@chrisabraham
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SOCIAL MEDIA NEWS RELEASE: WWW.MEZAMASHIINEWS.COM
#outreachmarketing
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SOCIAL MEDIA NEWS RELEASE: WWW.MEZAMASHIINEWS.COM
#outreachmarketing
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SOCIAL MEDIA NEWS RELEASE: WWW.MEZAMASHIINEWS.COM
#outreachmarketing
@chrisabraham
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SOCIAL MEDIA NEWS RELEASE: WWW.MEZAMASHIINEWS.COM
#outreachmarketing
@chrisabraham
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SOCIAL MEDIA NEWS RELEASE: WWW.MEZAMASHIINEWS.COM
#outreachmarketing
@chrisabraham
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SOCIAL MEDIA NEWS RELEASE: WWW.MIZUNORUNNINGNEWS.COM
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RULE #34B - IF IT EXISTS THERE IS BLOG OF IT
Internet rule #34 - If it exists there IS porn of it
#outreachmarketing
@chrisabraham
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LOTS AND LOTS OF TOPICAL BLOGGERS
#outreachmarketing
@chrisabraham
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EMAIL MESSAGE MODEL: INITIAL BLAST
#outreachmarketing
@chrisabraham
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EMAIL MESSAGE MODEL: FOLLOWING UP
#outreachmarketing
@chrisabraham
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LOVE HAPPENS IN THE INBOX
#outreachmarketing
@chrisabraham
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VOLUME SPIKES AFTER EMAIL PITCH BLASTS
#outreachmarketing
@chrisabraham
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A DIFFERENT LOOK AT IMPACT
#outreachmarketing
@chrisabraham
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IN CASE YOU NEED MORE PROOF
#outreachmarketing
@chrisabraham
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PEOPLE ONLY SEEM TO TRUST GOOGLE ANALYTICS
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@chrisabraham
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SMNR SERVER LOGS FROM JUNE
#outreachmarketing
@chrisabraham
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SMNR SERVER LOGS FROM JULY
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133 EARNED MEDIA BLOG POSTS, 1,350 TWEETS, 40 OTHER
#outreachmarketing
@chrisabraham
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EXAMPLES OF POSTS AND MENTIONS
#outreachmarketing
@chrisabraham
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EXAMPLES OF POSTS AND MENTIONS
#outreachmarketing
@chrisabraham
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EXAMPLES OF POSTS AND MENTIONS
#outreachmarketing
@chrisabraham
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EXAMPLES OF POSTS AND MENTIONS
#outreachmarketing
@chrisabraham
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EXAMPLES OF POSTS AND MENTIONS
#outreachmarketing
@chrisabraham
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ASSOCIATED TWITTER, PINTEREST, AND FACEBOOK POSTS
#outreachmarketing
@chrisabraham
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JUNE SMNR HTTP REFERER LOGS FROM SERVER
#outreachmarketing
@chrisabraham
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JULY SMNR HTTP REFERER LOGS FROM SERVER
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THE INFLUENCE OF SEARCH ON LONG-TAIL BLOGGER CAMPAIGNS
#outreachmarketing
@chrisabraham
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ANOTHER LOOK AT VOLUME SPIKES
#outreachmarketing
@chrisabraham
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AND YET ANOTHER LOOK AT VOLUME SPIKES
#outreachmarketing
@chrisabraham
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DISTRIBUTION OF VOLUME BY PLATFORM
#outreachmarketing
@chrisabraham
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FINAL REPORT FOR THE MEZAMASHII CAMPAIGN
#outreachmarketing
@chrisabraham
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TWO FINAL MANTRAS TO LEAVE YOU WITH (AND REMEMBER)
“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)
#outreachmarketing
@chrisabraham
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THANK YOU! ANY QUESTIONS? YES, YOU CAN START WITH ME:
Gerris [email protected]@gerr.is
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youtube.com/chrisabrahamlinkedIn.com/in/chrisabrahamgoogle.com/+chrisabrahamfacebook.com/chrisabraham
twitter.com/chrisabrahamflickr.com/chrisabraham
slideshare.net/chrisabrahamlinkedin.com/company/gerris
google.com/+gerrisdigitalfacebook.com/gerris
twitter.com/gerrisdigitalchris-abraham.com
Chris Abraham@chrisabraham
[email protected]+1 202-352-5051
