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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@gerrisdigitalchris@gerr.is

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

@chrisabraham

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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

#outreachmarketing

@chrisabraham

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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

#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.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.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

#outreachmarketing

@chrisabraham

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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

#outreachmarketing

@chrisabraham

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SMNR SERVER LOGS FROM JUNE

#outreachmarketing

@chrisabraham

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SMNR SERVER LOGS FROM JULY

#outreachmarketing

@chrisabraham

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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

#outreachmarketing

@chrisabraham

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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 digital@gerrisdigitalwww.gerr.isinfo@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

chris@gerr.is+1 202-352-5051