how to win friends and influence bloggers
TRANSCRIPT
HOW TO WIN FRIENDS
AND INFLUENCE BLOGGERS
Jonathan Rick
@jrick
PART 1
A CASE STUDY
The Good Exploited the subject line
Made the ask
Provided talking points
Used links
The Bad ✖ Didn’t connect
✖ Pitched rather than talked
✖ Didn’t disclose
“WHO IS
PAYING
FOR
THIS?”
PART 2
MEET THE BLOGGERS
THE NEW YORK YANKEES
1 It’s their job. WHY DO THEY PLAY?
2 They have editors. WHO ARE THEIR COACHES?
1 It’s their job. WHY DO THEY PLAY?
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?
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?
NIKKI FINKE
DEADLINE.COM
HEATHER ARMSTRONG
DOOCE
MICHAEL ARRINGTON
TECHCRUNCH
THE TRENTON THUNDER
1 It’s their hobby. WHY DO THEY PLAY?
2 They’re self-coached. WHO ARE THEIR COACHES?
1 It’s their hobby. WHY DO THEY PLAY?
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?
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?
PAMELA SORENSON
PAMELA’S PUNCH
MATT MACKOWIAK
POTOMAC FLACKS
AMY MOORE
CLARENDON CULTURE
THE MILLBURN-SHORT HILLS
LITTLE LEAGUE CARDINALS
1 It’s their journal. WHY DO THEY PLAY?
2 They don’t have any. WHO ARE THEIR COACHES?
1 It’s their journal. WHY DO THEY PLAY?
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?
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?
DAVID ALMACY
CAPITAL GIG
TOM G. PALMER
TOMGPALMER.COM
ROBERT BLUEY
BLUEY BLOG
PART 3
DO YOUR RESEARCH
FIND THE RIGHT BLOGS
USE A SUBSCRIPTION
SERVICE
FIND THE RIGHT BLOGS
DO IT YOURSELF
Googling 101 Vary your search terms
Play around with Google News and Google Blogs
Don’t forget about Bing
VERIFY THEIR RELEVANCE
TAG CLOUDS
FERRET OUT THE CONTACT INFO
TIPS FORMS
FERRET OUT THE CONTACT INFO
MASTHEADS
FERRET OUT THE CONTACT INFO
SOCIAL MEDIA
RECYCLE KNOWLEDGE
BLOG ROLLS
RECYCLE KNOWLEDGE
SOCIAL GRAPHS
ASSESS THE BLOG
QUANTITATIVE DATA
ASSESS THE BLOG
QUALITATIVE DATA
Qualitative Data Quality of writing
Reputation
Awards
Advertisers
Search engine optimization
SWING FOR THE FENCES?
INFLUENCERS VS. ENTHUSIASTS
PART 4
PERFECT YOUR PITCH
WRITE AS IF YOUR EMAIL
WILL BE PUBLISHED
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
CONNECT & FLATTER
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
MAKE YOUR PITCH
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
EXUDE ENTHUSIASM
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
DON’T “PITCH”—TALK
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
BE BRIEF
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
MAKE THE ASK
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
EXPLOIT THE SUBJECT LINE
Remember 9/11. Participate in the Freedom Walk
How are you commemorating September 11th?
[Blog Name] and the Freedom Walk
INVITE: The Freedom Walk
PRACTICE FULL DISCLOSURE
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
Let’s Continue the Conversation
[email protected] jonathanrick.com @jrick slideshare.net/jrick