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Mizuno Running Mezamashii Long Tail Blogger Outreach Case Study

A Blogger Outreach Case Study: How I Activated Hundreds of Bloggers for Mizuno Running A step-by-step walk through of a campaign that Sally Falkow and I did for Mizuno Running. See what we did to engage and activate hundreds of bloggers, from the top 100 running bloggers down the every single blogger who self-identified with being a Runner. Chris Abraham has been doing blogger outreach and influencer engagement campaigns for top global brands since 2003, including Mizuno, Alzheimer’s Association, Kimberly-Clark Health Care, Sage Software, Smucker’s, US Olympic Committee, Sharp, Snapple, and others. Chris is currently Principal Consultant of Gerris Corp. Gerris offers its clientscomprehensive online conversation marketing campaigns

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Mizuno Running Mezamashii Long Tail Blogger Outreach Case Study

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  1. Mizuno Running: A Long-Tail Blogger Outreach Case Study (Every Blog is Sacred, Every Blog is Good) PREPARED FOR GroupHigh Virtual Summit Proprietary and Confidential September 23, 2014 @ChrisAbraham @GroupHigh #OutreachMarketing #outreachmarketing @chrisabraham

  2. Chris Abraham @chrisabraham @gerrisdigital chris@gerr.is slideshare.net/chrisabraham youtube.com/chrisabraham #outreachmarketing Proprietary and Confidential linkedIn.com/in/chrisabraham google.com/+chrisabraham facebook.com/chrisabraham twitter.com/chrisabraham linkedin.com/company/gerris google.com/+gerrisdigital facebook.com/gerris twitter.com/gerrisdigital 2 #outreachmarketing @chrisabraham

  3. Proprietary and Confidential WHY YOU SHOULD REACH FURTHER THAN THE A-LIST 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 starts 3 #outreachmarketing @chrisabraham

  4. Proprietary and Confidential WHY YOU SHOULD REACH FURTHER THAN THE A-LIST 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 outreach 4 #outreachmarketing @chrisabraham

  5. Proprietary and Confidential SOCIAL MEDIA NEWS RELEASE (SMNR): MEZAMASHIINEWS.COM 5 #outreachmarketing @chrisabraham

  6. Proprietary and Confidential SOCIAL MEDIA NEWS RELEASE: WWW.MEZAMASHIINEWS.COM 6 #outreachmarketing @chrisabraham

  7. Proprietary and Confidential SOCIAL MEDIA NEWS RELEASE: WWW.MEZAMASHIINEWS.COM 7 #outreachmarketing @chrisabraham

  8. Proprietary and Confidential SOCIAL MEDIA NEWS RELEASE: WWW.MEZAMASHIINEWS.COM 8 #outreachmarketing @chrisabraham

  9. Proprietary and Confidential SOCIAL MEDIA NEWS RELEASE: WWW.MEZAMASHIINEWS.COM 9 #outreachmarketing @chrisabraham

  10. Proprietary and Confidential SOCIAL MEDIA NEWS RELEASE: WWW.MEZAMASHIINEWS.COM 10 #outreachmarketing @chrisabraham

  11. Proprietary and Confidential SOCIAL MEDIA NEWS RELEASE: WWW.MEZAMASHIINEWS.COM 11 #outreachmarketing @chrisabraham

  12. Proprietary and Confidential SOCIAL MEDIA NEWS RELEASE: WWW.MEZAMASHIINEWS.COM 12 #outreachmarketing @chrisabraham

  13. Proprietary and Confidential SOCIAL MEDIA NEWS RELEASE: WWW.MEZAMASHIINEWS.COM 13 #outreachmarketing @chrisabraham

  14. Proprietary and Confidential SOCIAL MEDIA NEWS RELEASE: WWW.MIZUNORUNNINGNEWS.COM 14 #outreachmarketing @chrisabraham

  15. Proprietary and Confidential RULE #34B - IF IT EXISTS THERE IS BLOG OF IT Internet rule #34 - If it exists there IS porn of it 15 #outreachmarketing @chrisabraham

  16. Proprietary and Confidential LOTS AND LOTS OF TOPICAL BLOGGERS 16 #outreachmarketing @chrisabraham

  17. Proprietary and Confidential EMAIL MESSAGE MODEL: INITIAL BLAST 17 #outreachmarketing @chrisabraham

  18. Proprietary and Confidential EMAIL MESSAGE MODEL: FOLLOWING UP 18 #outreachmarketing @chrisabraham

  19. Proprietary and Confidential LOVE HAPPENS IN THE INBOX 19 #outreachmarketing @chrisabraham

  20. Proprietary and Confidential VOLUME SPIKES AFTER EMAIL PITCH BLASTS 20 #outreachmarketing @chrisabraham

  21. Proprietary and Confidential A DIFFERENT LOOK AT IMPACT 21 #outreachmarketing @chrisabraham

  22. Proprietary and Confidential IN CASE YOU NEED MORE PROOF 22 #outreachmarketing @chrisabraham

  23. Proprietary and Confidential PEOPLE ONLY SEEM TO TRUST GOOGLE ANALYTICS 23 #outreachmarketing @chrisabraham

  24. Proprietary and Confidential SMNR SERVER LOGS FROM JUNE 24 #outreachmarketing @chrisabraham

  25. Proprietary and Confidential SMNR SERVER LOGS FROM JULY 25 #outreachmarketing @chrisabraham

  26. Proprietary and Confidential 133 EARNED MEDIA BLOG POSTS, 1,350 TWEETS, 40 OTHER 26 #outreachmarketing @chrisabraham

  27. Proprietary and Confidential EXAMPLES OF POSTS AND MENTIONS 27 #outreachmarketing @chrisabraham

  28. Proprietary and Confidential EXAMPLES OF POSTS AND MENTIONS 28 #outreachmarketing @chrisabraham

  29. Proprietary and Confidential EXAMPLES OF POSTS AND MENTIONS 29 #outreachmarketing @chrisabraham

  30. Proprietary and Confidential EXAMPLES OF POSTS AND MENTIONS 30 #outreachmarketing @chrisabraham

  31. Proprietary and Confidential EXAMPLES OF POSTS AND MENTIONS 31 #outreachmarketing @chrisabraham

  32. Proprietary and Confidential ASSOCIATED TWITTER, PINTEREST, AND FACEBOOK POSTS 32 #outreachmarketing @chrisabraham

  33. Proprietary and Confidential JUNE SMNR HTTP REFERER LOGS FROM SERVER 33 #outreachmarketing @chrisabraham

  34. Proprietary and Confidential JULY SMNR HTTP REFERER LOGS FROM SERVER 34 #outreachmarketing @chrisabraham

  35. Proprietary and Confidential THE INFLUENCE OF SEARCH ON LONG-TAIL BLOGGER CAMPAIGNS 35 #outreachmarketing @chrisabraham

  36. Proprietary and Confidential ANOTHER LOOK AT VOLUME SPIKES 36 #outreachmarketing @chrisabraham

  37. Proprietary and Confidential AND YET ANOTHER LOOK AT VOLUME SPIKES 37 #outreachmarketing @chrisabraham

  38. Proprietary and Confidential DISTRIBUTION OF VOLUME BY PLATFORM 38 #outreachmarketing @chrisabraham

  39. Proprietary and Confidential FINAL REPORT FOR THE MEZAMASHII CAMPAIGN 39 #outreachmarketing @chrisabraham

  40. Proprietary and Confidential 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) 40 #outreachmarketing @chrisabraham

  41. Proprietary and Confidential THANK YOU! ANY QUESTIONS? YES, YOU CAN START WITH ME: Chris Abraham @chrisabraham chris@gerr.is +1 202-352-5051 Gerris digital @gerrisdigital www.gerr.is info@gerr.is slideshare.net/chrisabraham linkedin.com/company/gerris google.com/+gerrisdigital facebook.com/gerris twitter.com/gerrisdigital chris-abraham.com youtube.com/chrisabraham linkedIn.com/in/chrisabraham google.com/+chrisabraham facebook.com/chrisabraham twitter.com/chrisabraham flickr.com/chrisabraham 41 #outreachmarketing @chrisabraham

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