How to Win Friends and Influence Bloggers

They're like reporters, but with attitude.

Transcript

1. How to Win Friends & Influence Bloggers J O N A T H A N R I C K
3. PART 1 A CASE STUDY
4. The Good ü Exploited the subject line ü Made the ask ü Provided talking points ü Used links
5. The Bad Didn’t connect Pitched rather than talked Didn’t disclose
6. “WHO IS PAYING FOR THIS?”
7. PART 2 MEET THE BLOGGERS
8. THE NEW YORK YANKEES
9. 1 It’s their job. WHY DO THEY PLAY?
10. 2 They have editors. WHO ARE THEIR COACHES? 1 It’s their job. WHY DO THEY PLAY?
11. 3 Probably not. WILL THEY CORK THEIR BAT? 2 They have editors. WHO ARE THEIR COACHES? 1 It’s their job. WHY DO THEY PLAY?
12. 4 Yes—if you’re a 21-year-old blonde. WILL THEY SIGN AN AUTOGRAPH? 3 Probably not. WILL THEY CORK THEIR BAT? 2 They have editors. WHO ARE THEIR COACHES? 1 It’s their job. WHY DO THEY PLAY?
13. NIKKI FINKE DEADLINE.COM
14. HEATHER ARMSTRONG DOOCE
15. MICHAEL ARRINGTON TECHCRUNCH
16. THE TRENTON THUNDER
17. 1 It’s their hobby. WHY DO THEY PLAY?
18. 2 They’re self-coached. WHO ARE THEIR COACHES? 1 It’s their hobby. WHY DO THEY PLAY?
19. 3 Maybe. WILL THEY CORK THEIR BAT? 2 They’re self-coached. WHO ARE THEIR COACHES? 1 It’s their hobby. WHY DO THEY PLAY?
20. 4 Probably. WILL THEY SIGN AN AUTOGRAPH? 3 Maybe. WILL THEY CORK THEIR BAT? 2 They’re self-coached. WHO ARE THEIR COACHES? 1 It’s their hobby. WHY DO THEY PLAY?
21. PAMELA SORENSON PAMELA’S PUNCH
22. MATT MACKOWIAK POTOMAC FLACKS
23. AMY MOORE CLARENDON CULTURE
24. THE MILLBURN-SHORT HILLS LITTLE LEAGUE CARDINALS
25. 1 It’s their journal. WHY DO THEY PLAY?
26. 2 They don’t have any. WHO ARE THEIR COACHES? 1 It’s their journal. WHY DO THEY PLAY?
27. 3 “Sure….” WILL THEY CORK THEIR BAT? 2 They don’t have any. WHO ARE THEIR COACHES? 1 It’s their journal. WHY DO THEY PLAY?
28. 4 “I’ll sign two!” WILL THEY SIGN AN AUTOGRAPH? 3 “Sure….” WILL THEY CORK THEIR BAT? 2 They don’t have any. WHO ARE THEIR COACHES? 1 It’s their journal. WHY DO THEY PLAY?
29. DAVID ALMACY CAPITAL GIG
30. TOM G. PALMER TOMGPALMER.COM
31. ROBERT BLUEY BLUEY BLOG
32. PART 3 DO YOUR RESEARCH
33. FIND THE RIGHT BLOGS USE A SUBSCRIPTION SERVICE
36. FIND THE RIGHT BLOGS DO IT YOURSELF
39. Googling 101 ü Vary your search terms ü Play around with Google News and Google Blogs ü Don’t forget about Bing
40. VERIFY THEIR RELEVANCE TAG CLOUDS
44. FERRET OUT THE CONTACT INFO TIPS FORMS
46. FERRET OUT THE CONTACT INFO MASTHEADS
49. FERRET OUT THE CONTACT INFO SOCIAL MEDIA
50. “Researchers contact clip owners by any means necessary — usually through YouTube or Facebook but occasionally over dating sites, or wherever else they can be found.”
52. RECYCLE KNOWLEDGE BLOG ROLLS
56. RECYCLE KNOWLEDGE SOCIAL GRAPHS
59. ASSESS THE BLOG QUANTITATIVE DATA
63. ASSESS THE BLOG QUALITATIVE DATA
64. Qualitative Data ü Quality of writing ü Reputation ü Awards ü Advertisers ü Search engine optimization
65. SWING FOR THE FENCES? INFLUENCERS VS. ENTHUSIASTS
66. PART 4 PERFECT YOUR PITCH
67. WRITE AS IF YOUR EMAIL WILL BE PUBLISHED
68. I came across your Web site JonathanRick.com, and would like to propose a link exchange between your site and EnduranceWarrantyServices.com. Endurance Warranty Services is the leader in extended auto warranties serving car warranties, truck warranties, and all types of extended auto warranties … Let us know when our link is placed and we will post your link in the proper category of the “Resources” page listed here. —Endurance Warranty Services
69. CONNECT & FLATTER
70. Rob: Hello. I hope you’re well. I just wanted to drop you a line and introduce myself. I’m a blogger myself (I contribute to Confirm Them and Human Events’ blogs among others), but for my day job—I do online public affairs for Wal- Mart, working with Mike Krempasky who runs Redstate.com. Just wanted you to know that your post taking notice of “Why Wal-Mart Works” was noticed here and at [Wal-Mart’s] headquarters in Bentonville.. —Marshall Manson
71. MAKE YOUR PITCH
72. Hi Danny, I’m working with Aaron Strout and Greg Verdino from Powered, Inc. on Greg’s new book, microMARKETING: Get Big Results by Thinking and Acting Small, and they thought that you would be a perfect fit to do one of the chapter-by-chapter reviews. Because of your experience using the Internet and new media to raise money, in addition to your work with large companies like IBM, FedEx, and RIM, Chapter 7, “From Reach to Relationships: Activating the Many by Resonating with the Right Few,” seemed like it would resonate well with your audience. —Alexandria Kirsch
73. EXUDE ENTHUSIASM
74. Jim Beam is spending its budget this year marketing people who exhibit the brand persona, not the brand itself. We’ve found an initial group of people who exhibit true character, integrity, perseverance through struggle, etc, and we’re helping them because it’s the right thing to do. We’re walking the talk. One such subject is even a comedy troupe you might enjoy called Summer of Tears. Good videos. —Jason Falls
75. DON’T “PITCH”—TALK
76. I've had it. I get more than 300 emails a day and my problem isn't spam, it's PR people. Lazy flacks send press releases to the Editor in Chief of Wired because they can't be bothered to find out who on my staff, if anyone, might actually be interested in what they're pitching … I only want two kinds of email: those from people I know, and those from people who have taken the time to find out what I'm interested in and composed a note meant to appeal to that (I love those emails; indeed, that's why my email address is public). Everything else gets banned on first abuse. —Chris Anderson
77. BE BRIEF
78. I’m looking forward to continuing to send little nuggets your way. And, as always, we want this to be a conversation. So your questions, suggestions and rants are always welcome and encouraged. —Marshall Manson
79. MAKE THE ASK
80. The blogger who writes the best cover story about the launch of ArticleMe.com will win $3,000 in the ArticleMe launch contest. —ArticleMe.com
81. EXPLOIT THE SUBJECT LINE
82. Ø Remember 9/11. Participate in the Freedom Walk Ø How are you commemorating September 11th? Ø [Blog Name] and the Freedom Walk Ø INVITE: The Freedom Walk
83. PRACTICE FULL DISCLOSURE
84. Hey, it’s Seth the Blogger Guy with AT&T. I’m here to talk a little about our network, where it stands now, and a bit about where it’s going. —Seth Bloom
85. Let’s Continue the Conversation hi@jonathanrick.com jonathanrick.com @jrick slideshare.net/jrick