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Have you spent all this time and money building the perfect social media and content marketing campaign and now feel all dressed up with nowhere to go? Did you build it and no one came? You must get out there, identify influencers, and engage with them. In this free 30-minute Biznology® webinar, you’ll learn all about earned media marketing: how to get off your duff and get out there online. You’ll find out: • How to identify the right people to engage • The best way to engage • What to say and how to message them • How to ask for what you need in a compelling (not annoying) way Chris Abraham will go through a real case study for Mizuno Running. He’ll show how his team helped introduce their Mezamashii “brilliant” run project not only to the top runners, athletes, and celebrities, but to all runners. Chris will show you how to find the right online influencers, bloggers, and the social media savvy. He’ll teach you how to: • Befriend them honestly and openly • Appeal to them on their own terms • Give them what they need and get what you need for a successful campaign • Create a blogger-optimized news release • Interact with them so that everyone feels respected and leaves happy • Maximize coverage in blog posts and social media shares Earned media mentions are much more organic than paid media and are more authentic. They live a longer life than paid/contextual advertising and can powerfully influence organic search on Google and Bing. Sponsors: BarnRaisers, Brick Marketing, Gerris digital, Marketing Pilgrim, and Unison Chris Abraham is a blogger at Biznology. He’s Director of Social Media at Unison, an integrated brand agency combining strategic, creative, and technology services to help clients build and strengthen their brands. He focuses on blogger outreach/engagement and Internet crisis response. He is Founder/Principal of Gerris digital, a full-service digital strategy consulting firm.

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DIY Digital PR (Online Engagement & Blogger Outreach)


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    diy digital pr online engagement blogger outreach

    DIY Digital PR (Online Engagement & Blogger Outreach)

    © 2013 Chris Abrahamwww.biznology.com DIY Digital PR Chris Abraham July 9, 2013 We’ll be starting soon! Thanks for joining!

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    © 2013 Mike Moran Group LLC © 2013 Chris Abraham Your moderator for today: Mike Moran  Former Distinguished Engineer  A senior strategist at  Author of two popular books on Internet marketing  Founder of blog 2 @MikeMoran mike@mikemoran.com 201-477-8380 © 2013 Mike Moran Group LLC © 2013 Chris Abraham Your moderator for today: Mike Moran  Former Distinguished Engineer  A senior strategist at  Author of two popular books on Internet marketing  Founder of blog 2 @MikeMoran mike@mikemoran.com 201-477-8380

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    © 2013 Mike Moran Group LLC © 2013 Chris Abraham3 DIY Digital PR Thanks to all of our sponsors Chris Abraham © 2013 Mike Moran Group LLC © 2013 Chris Abraham3 DIY Digital PR Thanks to all of our sponsors Chris Abraham

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    © 2013 Mike Moran Group LLC © 2013 Chris Abraham Click the orange arrow 4 © 2013 Mike Moran Group LLC © 2013 Chris Abraham Click the orange arrow 4

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    © 2013 Mike Moran Group LLC © 2013 Chris Abraham  Director of Social Media at  Avid Blogger/Contributor:   Founder/Principal at Your speaker for today: Chris Abraham 5 @chrisabraham chris@unisonagency.com 202-352-5051 © 2013 Mike Moran Group LLC © 2013 Chris Abraham  Director of Social Media at  Avid Blogger/Contributor:   Founder/Principal at Your speaker for today: Chris Abraham 5 @chrisabraham chris@unisonagency.com 202-352-5051

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    © 2013 Mike Moran Group LLC © 2013 Chris Abraham What is Digital PR?  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? 6 #digpr @chrisabraham © 2013 Mike Moran Group LLC © 2013 Chris Abraham What is Digital PR?  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? 6 #digpr @chrisabraham

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    © 2013 Mike Moran Group LLC © 2013 Chris Abraham 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) 7 #digpr @chrisabraham © 2013 Mike Moran Group LLC © 2013 Chris Abraham 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) 7 #digpr @chrisabraham

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    © 2013 Mike Moran Group LLC © 2013 Chris Abraham 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? 8 #digpr @chrisabraham © 2013 Mike Moran Group LLC © 2013 Chris Abraham 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? 8 #digpr @chrisabraham

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    © 2013 Mike Moran Group LLC © 2013 Chris Abraham 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 9 #digpr @chrisabraham © 2013 Mike Moran Group LLC © 2013 Chris Abraham 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 9 #digpr @chrisabraham

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    . © 2013 Mike Moran Group LLC © 2013 Chris Abraham Discover: Finding People Where they Live  Social media’s 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’s a blog of it (Rule 34 variant)  There are upwards of >800MM active blogs worldwide  I always start with Google  Influencer-discovery  Little Bird – getlittlebird.com  Inkybee – inkybee.com  Alltop – alltop.com  eCairn – ecairn.com 10 #digpr @chrisabraham

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    . © 2013 Mike Moran Group LLC © 2013 Chris Abraham Learn: Do They Want to be Engaged? And How?  Blogs (including online journalists, curators, aggregators, and 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. 11 #digpr @chrisabraham

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    . © 2013 Mike Moran Group LLC © 2013 Chris Abraham 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 12 #digpr @chrisabraham

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    . © 2013 Mike Moran Group LLC © 2013 Chris Abraham 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 outreaches *Do not contact list 13 #digpr @chrisabraham

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    . © 2013 Mike Moran Group LLC © 2013 Chris Abraham Collect: Demo-, Geo-, Psycho-Graphic Lists  E-Z-List (the long-tail of the blogosphere, including ~800MM bloggers)  While 800-million 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 14 #digpr @chrisabraham

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    . © 2013 Mike Moran Group LLC © 2013 Chris Abraham Collect: Demo-, Geo-, Psycho-Graphic Lists 15 #digpr @chrisabraham

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    . © 2013 Mike Moran Group LLC © 2013 Chris Abraham Engage: Pitch It Slow and Right Over the Plate  Pitching is speed-dating  You don’t need to over-write  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  Do not BS, butt-kiss, 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 16 #digpr @chrisabraham

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    . © 2013 Mike Moran Group LLC © 2013 Chris Abraham 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. 17 #digpr @chrisabraham www.mizunorunningnews.com

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    . © 2013 Mike Moran Group LLC © 2013 Chris Abraham Outreach: The Magic Happens in the Inbox 18 #digpr @chrisabraham

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    . © 2013 Mike Moran Group LLC © 2013 Chris Abraham 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 19 #digpr @chrisabraham

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    . © 2013 Mike Moran Group LLC © 2013 Chris Abraham Analyze: The Proof is in the Pudding 20 #digpr @chrisabraham 133 earned media blog posts, 1,350 Tweets, 40 other

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    . © 2013 Mike Moran Group LLC © 2013 Chris Abraham Analyze: The Proof is in the Pudding 21 #digpr @chrisabraham

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    . © 2013 Mike Moran Group LLC © 2013 Chris Abraham Analyze: The Proof is in the Pudding 22 #digpr @chrisabraham

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    . © 2013 Mike Moran Group LLC © 2013 Chris Abraham Analyze: The Proof is in the Pudding 23 #digpr @chrisabraham

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    . © 2013 Mike Moran Group LLC © 2013 Chris Abraham Final Words 24 #digpr @chrisabraham “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)

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    . © 2013 Mike Moran Group LLC © 2013 Chris Abraham Need more help for your digital PR?  Set measurable goals  Develop online audience profiles  Identify influencers in your key subjects  Use social media to broadcast content  Develop your digital PR plan and sell it to your organization  On-site workshop on your problems for your team 25 JumpStart Workshop #digpr @chrisabraham

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    . © 2013 Mike Moran Group LLC © 2013 Chris Abraham Don’t stop now! 26 www.biznology.com Sept. 24, 2013 11:00 to 11:30 AM ET 12 Myths vs. Realities of SEO Rob Petersen Sign up now at http://bit.ly/12Lyyne For more information: Don’t forget our sponsors