diy digital pr (online engagement & blogger outreach)
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© 2013 Chris Abrahamwww.biznology.com
DIY Digital PR
Chris Abraham
July 9, 2013
We’ll be starting soon!
Thanks for joining!
© 2013 Mike Moran Group LLC
© 2013 Chris Abraham
Your moderator for today: Mike Moran
Former Distinguished Engineer
A senior strategist at
Author of twopopular books onInternet marketing
Founder of blog
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@MikeMoran mike@mikemoran.com 201-477-8380
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© 2013 Chris Abraham3
DIY Digital PR
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© 2013 Mike Moran Group LLC
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Your speaker for today: Chris Abraham
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@chrisabraham chris@unisonagency.com 202-352-5051
© 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?
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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)
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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?
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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
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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
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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.
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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
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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
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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
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© 2013 Chris Abraham
Collect: Demo-, Geo-, Psycho-Graphic Lists
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© 2013 Mike Moran Group LLC
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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
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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.
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www.mizunorunningnews.com
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Outreach: The Magic Happens in the Inbox
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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
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© 2013 Mike Moran Group LLC
© 2013 Chris Abraham
Analyze: The Proof is in the Pudding
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133 earned media blog posts, 1,350 Tweets, 40 other
© 2013 Mike Moran Group LLC
© 2013 Chris Abraham
Analyze: The Proof is in the Pudding
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© 2013 Mike Moran Group LLC
© 2013 Chris Abraham
Analyze: The Proof is in the Pudding
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© 2013 Mike Moran Group LLC
© 2013 Chris Abraham
Analyze: The Proof is in the Pudding
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© 2013 Mike Moran Group LLC
© 2013 Chris Abraham
Final Words
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“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)
© 2013 Mike Moran Group LLC
© 2013 Chris Abraham
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