My Director of Client Service, Daniel Krueger, wrote an insightful blog post over at Abraham Harrison’s PR and marketing blog, Marketing Conversation, called Marketing in the New Millenium. The story is in growing response to the fine article from Norman Birnback over at PR Backtalk, including Spread The Word: Blogs Matter We Just Can’t Measure It!!, Blogger Outreach is PR and Not Marketing and On Survivor Corps’ Blogger Outreach. Check it out:

TV & print are soooo 1900’s ;). Welcome to the new millennium. We’ve been here for some time now, but I think all of the social media and new initiatives for marketing – like blogger outreach and online campaigns – are really just starting to flourish.

I am currently managing a project for Abraham & Harrison for a non-profit company called Survivor Corps. The purpose of this campaign has been to promote the transition of the Landmine Survivors Network into Survivor Corps and to promote the book, ”I Will Not Be Broken,” written by Survivor Corps co-founder Jerry White. The book is a fascinating story of Jerry’s own personal tragedy of losing his leg in a freak accident and then the rebuilding of his life. Jerry has interviewed thousands of victims and in this book shares what he and they have learned about living and thriving after a tragic event.

The main way we have handled this campaign has been through an online blogger outreach to demographics we thought would be receptive to the message that Jerry and Survivor Corps are trying to spread. Each blogging demographic we reached out to, was crafted a message for that particular group. Norman Birnback wrote a very insightful post about the method we used for this campaign and I think he hit the nail right on the head. While his article was focused on how to establish metrics in a blogging initiative, he saw that we didn’t cookie cut a mass email, but crafted our message to the particular group we were reaching out to. Two other very important parts of this campaign were the creation of multiple social networking groups and presences along with the creation of two social media news releases which basically give a “who, what, why” in a neat and tidy format.

Some companies and agencies, like Survivor Corps, are starting to look outside the box at alternative methods of reaching targeted audiences. As the blogging communities continue to grow, outreaches like this one are essential to make sure that the the group you are targeting is aware of your campaign.

Via Marketing Conversation

Andy Sernovitz‘s blog’s name says it all, and definitely reflects my response to reading this: Damn, I Wish I’d Thought of That!, especially in his post Instant Word of Mouth for Restaurants. From our experience doing blogger outreach and blogger gift-giving, this is on-the-money advice you should all consider:

Give every lunch customer 6 desserts to take back to the office.

Give them one desert and they will eat it.

Give them 6 and they will to announce to everyone that they just ate at your restaurant and you gave them snacks to share.

Lesson: One free sample is interesting. Lots of samples turn customers into evangelists.

Firstly, while we at Abraham Harrison do online publicity and blogger outreach exclusively, this advice rings true. First, let me define what we mean by “free samples” and “gifts” in our context.

Gifts don’t have to be free stuff — like books or iPods — gifts can be in the form of knowledge, intellectual property, insider access, or blogger exclusives; gifts can be informational, gifts can solve a community problem, or customer service issues.

What a gift needs to be is super-valuable to the recipient — the value of a gift is based on perception. You need to be willing to give the gift that the blogger wants and not the gift you are prepared or want to give.

What is not cool is half measures or crappy, throw-away gifts, the Internet version of key rings and a bowl of candy. Offering throttled, limited or restricted demos (without access to the full version when it is released); offering a single book chapter (without the whole book being an option); or granting “exclusive” access to something that is already released is just plain lame and will result in severe negative consequences.

It is pretty bad to not give a gift when you reach out to bloggers just because you feel entitled or represent a fancy client but it is worse to be stingy about the gift you do give. Make sure the gift is generous — give until it hurts.

For example, with Survivor Corps, not only did we make lots of full-chapters available for download and sharing, but we are making paper hardcover copies available to anyone and everyone who wants one — and the offer is transferable.

While the wide selection of chapters may be generous, offering only a partial book would easily be considered to be stingy and cheap if we were not willing and able to drop-ship complete copies of the book at a moment’s notice without ever demanding a quid pro quo.

Most of the bloggers might very readily blog about I Will Not Be Broken were I to only send a smattering of chapters; even so, the risk associated with not making copies freely available would be intense and is not worth it.

The cost of a hundred books sent to important niche online influencers who have promised to blog about Survivor Corps, whether they ever do is negligible compared to being pegged as cheap and ungrateful.

Even a blogger who has an advertising rate sheet and who would never consider doing a review without being sponsored or paid are often willing to blog on behalf of our clients — when we get the right balance between influencer-targeting, message-modeling, gift-giving, blogger activation, and following-up.

It works because this is relationship and conversation marketing. There are real people behind those blogs who are sick and tired of not being treated like people and if you can get the mixture right, magic happens.

When we do blogger public relations (often called blogger relations or BR), blogger messaging, or online outreach, it is essential to do everything possible to make sure that the blogger’s free spirit is appreciated and also realize that the blogger is under zero responsibility to blog about your client at all; and, for the same reason that bloggers are pursued by us PR and marketing professionals — their influence, platform, and voice — bloggers are fully capable of turning against you and your client.

Luckily, bloggers are people, marketers are people, even PR professionals are people; therefore, even if something goes wrong during an aggressive messaging and PR compaign, which they often do if you’re being aggressive and passionate, a human touch and human engagement usually does the trick to smooth feathers, clear the air, and make things nice.

Even when clearing the air isn’t possible, it is important to be brave and a little shameless: when you’re in this sort of business, 1% or more of all recipients will have a cow and there is nothing you can do about it, no matter how much attention, love, adoration, and mea culpas you’re willing or able to invest.

For the Survivor Corps campaign, we have been pretty aggressive. Even before we have delivered our first copy of I Will Not Be Broken to a single blogger, we have received almost 50 blog mentions and posts. Even if we had suffered a couple negative posts as a tithe for the 50 positive mentions, I believe it would still have been worth it.

If you need more proof you can read the mentions that bloggers have written so far about Jerry White’s book, I Will Not Be Broken, collected well before any actual books arrived via Fedex to the bloggers’ door, you will see that Blogger PR is well worth all of the time and trouble required to make it work right.

Let me know if you have any questions about what we do or how we do it. I would be very happy to tell you more if you contact me at Abraham Harrison.

“Okay, you have a blog and consider yourself a blogger. The next step is how to build your prestige, your readership, and your reputation. This class will demystify the process of taking your personal blog and developing it into a popular resource. Being brilliant, funny, insightful, and inspired is just the beginning; learn how to help your hungry audience find you. 1 session,” Advanced Blogging Workshop

Advanced Blogging

Writer’s Center Workshop Bethesda, May 1^st, 2007

Description

Okay, you have a blog and consider yourself a blogger. The next step is how to build your prestige, your readership, and your reputation. This class will demystify the process of taking your personal blog and developing it into a popular resource. Being brilliant, funny, insightful, and inspired is just the beginning; learn how to help your hungry audience find you.

Instructor

· Chris Abraham, Founding Partner, Abraham Harrison LLC

o www.abrahaharrison.com

o cabraham@chrisabraham.com

o +1 202-657-403

· Blogging since 1999 www.chrisabraham.com

Short Review of Blogs and Blogging

· Ease of publishing.

· Discoverability (Pings weblogs.com or technorati or another ping server)

· Conversationality (Trackbacks or as-they-happen referer logs, or now being part of Technorati and other blog search engines)

· Linkability (All posts should have permalinks)

· Syndicatability (All content should be available in RSS feeds)

· Commentability (All posts should welcome comments)

· Okay to be subjective and opinionated (encouraged!)

· Blogs can influence culture and mainstream media

· CGM, citizen journalism, citizen marketing, new PR

Blogging Best Practices

· Short, pithy, entries

· Constantly updated

· Only one long work a week

· Shameless, assertive, opinionated, unapologetic

· Shows respect, dignity, reciprocity

· Give more than you take

· Join the conversation and community

· Assumes good intent

Reputation as a blogger

· Techniques for building prestige and influence

o Reciprocal links and linking

o Blogroll and blogrolling

o Citations

o Comments

o Pinging ping-servers

o Press releases

o Email requests

o IM and email relationships

o Drinks, dinner, lunch, or coffee

Introduction to Viral Marketing

· Word-of-mouth, buzz, viral, and grassroots

· Authentic, transparent, conversational, honest

· Ask for what you need, give what others need

· Tell people who you are and why you are there

· “Astroturfing” is not worth the short term benefit

· The blogosphere is conversational

· Message, client message, messaging

· Network of weak blogs generally win over a powerful media

Introduction to Search Engine Optimization

· Google loves blogs (because Google loves text because it can “see” text)

· Google favors sites that are constantly updated (one a week at minimum)

· Make sure your blog pings: www.pingomatic.com/

· Make sure Google knows you: www.google.com/addurl

· Social bookmarking on Newsvine, Netscape, Digg, and Reddit

· Categories, tags, and tagging: del.icio.us, furl.net, spurl.net, reddit.com

· Be careful how you use pronouns (he, she, and it says nothing)

· Learn about Google Sitemap: www.google.com/webmasters/sitemaps

· We aware of how you use keywords in your blog (density and diversity)

· Optimize your blog like a website (meta tags, alt tags, keywords)

Introduction to Online Brand Promotion

· Blogger advocacy and outreach – top-down,

· Develop a list of blogs appropriate to your campaign

· Mommy blogs, A-Lists blogs, marketing blogs, sports blogs

· Keep a spreadsheet of all the blogs you might want to contact

· Dig into each blog looking for their contact info (not easy at all)

· Develop general message (called a message model)

· Send an bespoke email of introduction and message

· Always give more than you take: gift is key

· Keep record of all blogs and bloggers who respond well

· Delete (remove) bloggers who request it

· Make explicit opt-in request from friendly bloggers

· Don’t assume they want your message

· Reputation is based on trust and fairness – never trifle or lie

• Blog messaging and engagement – bottom-up, grassroots, organic
  • Go to a blog search engine (Technorati, Ask.com, Blogsearch, etc)
  • Type in a topical keyword, phrase, or topic
  • Visit the blogs that are talking about your market, topic, or interest
  • Where appropriate, leave a short note
  • Come back tomorrow (or as often as you can) and do the same thing
  • Make sure to message only where people might be interested
  • Inform, don’t spam

Introduction to Online Brand Protection

• User Google Alerts and other keyword email alerts to track online conversation
  • Other tools exist, such as TruCast, TruView, Buzzlogic, and other tools
• Reputation management should start long before any crisis needs management
• Search Engine Optimization (SEO) is always an essential consideration online
• The last word counts most (especially on blog search engines like Technorati)
• Recent posts get indexed (the current conversation counts the most)
• Everything lasts forever on Google (make sure your side of the story is on record)
• Request – never demand – bloggers and blogs remove defamatory content

Important reading

· Naked Conversations by by Shel Israel & Robert Scoble www.redcouch.typepad.com

· Handbook for Bloggers and Cyber-Dissidents www.rsf.org/rubrique.php3?id_rubrique=542

· Applied Blogging Workshop www.appliedblogging.org

· Abraham Harrison LLC Marketing Conversation www.chrisabraham.com/our-insights

Blogging Basics One-Day Workshop: “Writing for online consumption is much different from writing for the page. Learn how to write for the Internet and the blogosphere in this one-day class focused on the unique and powerful way the blogosphere communicates and how you can best leverage your own personal passion, your own personal artistic voice, and your unique perception of the world into an online organ that could change the world,” via The Writer’s Center

Blogging Basics Course at Bethesda
4/24/2007 Writer’s Center Workshop

Description

Writing for online consumption is much different from writing for the page. Learn how to write for the Internet and the blogosphere in this one-day class focused on the unique and powerful way the blogosphere communicated and how you can best leverage your own personal passion, your own personal artistic voice, and your unique perception of the world into an online organ that very well could change the world!

Instructor

Chris Abraham, Founding Partner, Abraham Harrison LLC
Blogging since 1999 www.chrisabraham.com
cabraham@chrisabraham.com +1 202-657-4063

Blogging defined
A blog (short for web log) is a user-generated website where entries are made in journal style and displayed in a reverse chronological order. A typical blog combines text, images, and links to other blogs, web pages, and other media related to its topic. Most blogs are primarily textual and are part of a wider network of social media

What is a blog?

· An online journal (as in “periodical”)

· A web application (as in “program”)

· Easy to use (as easy as webmail)

· Communicative

o Syndicated (RSS, ATOM)

o Link aware (Trackback)

o Comments

o The “search engine advantage”

· Okay to be subjective and opinionated

· Blogs can influence culture and mainstream media

What isn’t a blog?

· A blog is not “just a website”

· A blog doesn’t require editing or oversight

· A blog does not offer privacy

o True anonymity is a myth

· A blog is not a great American novel

o Be brief and to-the-point

o Keep each post to a single topic

Why is a blog different than a website?

1. Ease of publishing

2. Discoverability (Pings weblogs.com or technorati or another ping server)

3. Conversationality (Trackbacks or as-they-happen referer logs, or now being part of Technorati and other blog search engines)

4. Linkability (All posts should have permalinks)

5. Syndicatability (All content should be available in RSS feeds)

6. Commentability (All posts should welcome comments)

Types of blogging

· Web logs – provide commentary or news on a particular subject, such as food, politics, or local news; some function as more personal online diaries

· Collaborative blogs – A collaborative blog is a type of weblog which publishes posts written by multiple users. The majority of high profile collaborative blogs are based around a single uniting theme

· Corporate blogs – A corporate blog is a weblog published and used by an organization to reach its organizational goals. Although there are many different types of corporate blogs, most can be categorized as either external or internal.

· Political blogs – A political blog is a common type of blog that comments on politics. In liberal democracies the right to criticize the government without interference is considered an important element of free speech

· Flogs – a marketing tool designed by a professional advertisement company to promote a product in a fashion one might find on a fan site or in regular blog entries

· Splogs – artificially created weblog sites which the author uses to promote affiliated websites or to increase the search engine rankings of associated sites

Popular blogging fields

· Political – Daily Kos, Red State, Instapundit, Wonkette, Michelle Malkin

· Gossip – Perez Hilton, Gawker, Wonkette, Defamer, Stereogum, Valleywag, TMZ

· Advocacy – Boing Boing, Lifehacker, Treehugger,

· Fashion – The Superficial, Go Fug Yourself, Manolo Blog

· Tech – Techcrunch, Ars Technica, Scobleizer, Joel on Software, Engadget, Gizmodo

Variations on the blog

· Photoblog – a form of photo sharing and publishing in the format of a blog, but differentiated by the predominant use of and focus on photographs rather than text

· Video blog (vlog or video podcast) – a blog that includes video. Regular entries are typically presented in reverse chronological order and often combine embedded video or a video link with supporting text, images, and other metadata

· Audio blogs (Podcasts) – a digital media file, or a series of such files, that is distributed over the Internet using syndication feeds, for playback on portable media players and personal computers

Where can I blog?

· Free blogging services

o Blogger www.blogger.com

o WordPress www.wordpress.com

o Friendster www.friendster.com

o MySpace www.myspace.com

o LiveJournal www.livejournal.com

o Vox www.vox.com

· Subscription blogging services

o TypePad www.typepad.com

o iWeb www.apple.com/ilife/iweb/features/blogging.html

· Install your own blog software (requires web host)

o WordPress www.wordpress.org

o Movable Type www.movabletype.org

Who is a blogger?

· Everyone!

Why blog?

· Zero barrier to entry

o Technology is no longer a restriction to entry

o Blogging is often free but is always “cheap.”

o Any type of blog host makes you a blogger

· Participate in global conversation

· “Jump the rails” to mainstream media (MSM)

What is a good blog?

· Short, pithy, entries

· Constantly updated

· Only one long work a week

· Shameless, assertive, opinionated, unapologetic

· Give more than it takes

Reputation as a blogger

· Techniques for building prestige and influence

o Reciprocal links and linking

o Blogroll and blogrolling

o Citations

o Comments

o Pinging ping-servers

o Press releases

o Email requests

Important reading

· Naked Conversations by by Shel Israel & Robert Scoble

o redcouch.typepad.com

· The Cluetrain Manifesto by Chris Locke, Doc Searls, David Weinberger

o redcouch.typepad.com

· Handbook for Bloggers and Cyber-Dissidents by Reporters without Borders

o www.rsf.org/rubrique.php3?id_rubrique=542

· Applied Blogging Workshop is a collaborative blog for all of us

o www.appliedblogging.org