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DIY Digital PR (Online Engagement & Blogger Outreach)

DIY Digital PR (Online Engagement & Blogger Outreach)

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.

By chrisabraham
(12 views)

How to Engage Bloggers Down the Long Tail

How to Engage Bloggers Down the Long Tail

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. Chris talks about earned media marketing: how to get off your duff and get out there online. Chris Abraham goes through a real case study for Mizuno Running. He shows how his team helped introduce their Mezamashii “brilliant” run project not only to the top runners, athletes, and celebrities, but to all runners. He also tells how to find the right online influencers, bloggers, and the social media savvy.

By chrisabraham
(0 views)

How to Do Long Tail Blogger Outreach with Chris Abraham of Gerris Corp

How to Do Long Tail Blogger Outreach with Chris Abraham of Gerris Corp

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.

By chrisabraham
(1 views)

Influencer Marketing is One Percent Inspiration, Ninety Nine Percent Perspiration

Influencer Marketing is One Percent Inspiration, Ninety Nine Percent Perspiration

This is a presentation I am giving to the Elements of Communications Planning class at Georgetown a fun-filled presentation about earned media influencer marketing.

By chrisabraham
(4 views)

Micro-Influencer Marketing is 1% Inspiration, 99% Perspiration

Micro-Influencer Marketing is 1% Inspiration, 99% Perspiration

This is a presentation I am giving to Shashi Bellamkonda's Social, Mobile and Search Marketing class at Georgetown University School of Continuing Studies (XCPD-732), a fun-filled presentation about earned media micro-influencer marketing on October 14, 2016, ~7pm

By chrisabraham
(2 views)

Micro-Influencer Marketing Presentation for XCPD-732 Social, Mobile and Search Marketing, Georgetown University School o

Micro-Influencer Marketing Presentation for XCPD-732 Social, Mobile and Search Marketing, Georgetown University School o

Reach everyone online who can help your brand succeed. People are talking online. They're talking about products, services, experiences, and travel; they're sharing their hobbies, hopes, dreams, passions, aspirations, memories, and fascinations, online. Micro-influencer marketing is a process by which we identify all the influencers in your space and engage them on behalf of your brand—upwards of six- to eight-thousand! In some way or another, we have been doing this since 2003. It is the meat and potatoes at Gerris. Micro-influencer marketing is one of the services that sets us apart from other Digital PR firms. Most firms focus only on outreach to A-listers. While this is effective for getting a lot of eyeballs on the initial post, the story is quickly buried due to the high frequency of posts. Micro-Influencer Outreach is a process by which we identify the influencers in your space and activate them on behalf of your brand. Dan Kruegr and Chris Abraham, of Gerris Corp, have been doing this since 2003. It’s our meat and potatoes. As the number of social networking platforms increases, we have found that connecting with influencers is the most powerful way of accessing their entire network, including their social media channels such as Facebook, Twitter, Instagram, YouTube and even Reddit and SnapChat. And the best way to get heart-felt, passionate, and authentic reviews without paying for them is to simply introduce the passionate to the object of their passion and then give them the unique opportunity and the pathway to go nuts in support of it. Once an influencer receives the baton from us, they tend to actively and aggressively promote their posts across their fans, followers and social networks themselves, meaning that once you have them at their HQ -- their home -- you also have them on all their sundry platforms as well. Long-tail influencer outreach is one of the services that sets us apart from other Digital PR firms. Most firms focus only on outreach to A-listers. While this is effective for getting a lot of eyeballs on the initial post, the story is quickly buried due to the high frequency of posts. We focus on reaching the long-tail. We contact thousands of influencers in your target demographic, and individually interact with everyone who expresses interest. This results in hundreds of positive ratings, reviews, posts, and social media shares about your brand, and algorithms take notice organically boosting your rankings and your SEO rankings on Google. “Many hands make light work.” — John Heywood

By chrisabraham
(31 views)

Micro-Influencer Marketing Presentation for XCPD-732

Micro-Influencer Marketing Presentation for XCPD-732

Micro-Influencer Marketing Presentation for XCPD-732 Social, Mobile and Search Marketing, Georgetown University School of Continuing Studies, Professor Shashi Bellamkonda, April 7, 2018, 11:00 AM.

By chrisabraham
(14 views)

Micro Influencer Marketing Georgetown University XCPD-732 Social, Mobile and Search Marketing November 3, 2018, 10:30 AM

Micro Influencer Marketing Georgetown University XCPD-732 Social, Mobile and Search Marketing November 3, 2018, 10:30 AM

Micro Influencer Marketing Georgetown University XCPD-732 Social, Mobile and Search Marketing November 3, 2018, 10:30 AM Professor Shashi Bellamkonda.

By chrisabraham
(6 views)


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