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: 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

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Chris Abraham
@chrisabraham
@gerrisdigital
chris@gerr.is
slideshare.net/chrisabraham
youtube.com/chrisabraham
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linkedIn.com/in/chrisabraham
google.com/+chrisabraham
facebook.com/chrisabraham
twitter.com/chrisabraham
linkedin.com/company/gerris
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facebook.com/gerris
twitter.com/gerrisdigital

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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 starts
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WHY YOU SHOULD REACH FURTHER THAN THE A-LIST

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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 outreach
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WHY YOU SHOULD REACH FURTHER THAN THE A-LIST

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SOCIAL MEDIA NEWS RELEASE (SMNR):
MEZAMASHIINEWS.COM

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SOCIAL MEDIA NEWS RELEASE:
WWW.MEZAMASHIINEWS.COM

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SOCIAL MEDIA NEWS RELEASE:
WWW.MEZAMASHIINEWS.COM

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SOCIAL MEDIA NEWS RELEASE:
WWW.MEZAMASHIINEWS.COM

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SOCIAL MEDIA NEWS RELEASE:
WWW.MEZAMASHIINEWS.COM

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SOCIAL MEDIA NEWS RELEASE:
WWW.MEZAMASHIINEWS.COM

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SOCIAL MEDIA NEWS RELEASE:
WWW.MEZAMASHIINEWS.COM

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SOCIAL MEDIA NEWS RELEASE:
WWW.MEZAMASHIINEWS.COM

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SOCIAL MEDIA NEWS RELEASE:
WWW.MEZAMASHIINEWS.COM

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SOCIAL MEDIA NEWS RELEASE:
WWW.MIZUNORUNNINGNEWS.COM

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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

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LOTS AND LOTS OF TOPICAL BLOGGERS

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EMAIL MESSAGE MODEL: INITIAL BLAST

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EMAIL MESSAGE MODEL: FOLLOWING UP

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LOVE HAPPENS IN THE INBOX

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VOLUME SPIKES AFTER EMAIL PITCH BLASTS

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A DIFFERENT LOOK AT IMPACT

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IN CASE YOU NEED MORE PROOF

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PEOPLE ONLY SEEM TO TRUST GOOGLE ANALYTICS

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SMNR SERVER LOGS FROM JUNE

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SMNR SERVER LOGS FROM JULY

26. 133 EARNED MEDIA BLOG POSTS, 1,350 TWEETS, 40 OTHER
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EXAMPLES OF POSTS AND MENTIONS

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EXAMPLES OF POSTS AND MENTIONS

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EXAMPLES OF POSTS AND MENTIONS

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EXAMPLES OF POSTS AND MENTIONS

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EXAMPLES OF POSTS AND MENTIONS

32. ASSOCIATED TWITTER, PINTEREST, AND FACEBOOK POSTS
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JUNE SMNR HTTP REFERER LOGS FROM SERVER

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JULY SMNR HTTP REFERER LOGS FROM SERVER

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THE INFLUENCE OF SEARCH ON LONG-TAIL BLOGGER
CAMPAIGNS

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ANOTHER LOOK AT VOLUME SPIKES

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AND YET ANOTHER LOOK AT VOLUME SPIKES

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DISTRIBUTION OF VOLUME BY PLATFORM

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FINAL REPORT FOR THE MEZAMASHII CAMPAIGN

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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)

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THANK YOU! ANY QUESTIONS? YES, YOU CAN START WITH
ME:
Gerris digital
@gerrisdigital
www.gerr.is
info@gerr.is
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Chris Abraham
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+1 202-352-5051