CSRo n l i n e p r p r o p o s a lo n l i n e p r p r o p o s a l

bet12ss

Clear and p roved p rocess to make CSR come wi th h ighest ROI

Clear and p roved p rocess to make CSR come wi th h ighest ROI

Create the miCrosite with pre setup all Content "artiCle, piCs, Clip, soCial Channel" and ContaCt

with famous blogger, net worker for sharing Content on their Channel. the result is highest pr

reaCh with minimum effort.

overv iew

De ta il : Blogger Harvest ing anD ProsPect ing

who do you need to reaCh?: Activists, animal lovers, educators, parents, moms, dads, politicos, the faithful, shoppers, travelers, sports fans, marketers, democrats, environmentalists, foodies, greens, Los Angelinos, New Yorkers, college grads, Pennsylvanians, etc…

where do they spend time and doing what?Are they bloggers, on Facebook, Twittering, on YouTube, etc…

1

2

De ta il : Blogger Harvest ing anD ProsPect ing

develop lists of blogs and their bloggers3method1: Search Google for exactly what you want “Top mommy blogs,” “best green blogs”

method2: Leverage blogrolls like you would endnotesBloglines’ Most Popular Feeds,http://www.bloglines.com/topblogs Technorati Top 100 Blogs, http://technorati.com/pop/blogs Technorati Blog Directory http://technorati.com/blogs/directory/ AllTop http://alltop.com/

De ta il : ge t Blogger contact informat ion

method 1: direCt from their blog1* Many blogs have about pages and or offer obfuscated email addresses like cja[at]well[dot]com or embedded in graphics.* Sometimes names and emails can be discovered by searching Google for “chris abraham”+email

De ta il : ge t Blogger contact informat ion

method 2: using domaintools2“Who is” is a fine resource if a blog is hosted on its own domain name, such as chrisabraham.com I recommend :long-story short: if someone goes out of his way to hide his identity or email, let him go, he does not want to be contacted!

De ta il : soci al meDi a news r elease - smnr

smnr summary•The pitches are very spare•Offload all content, message, keywords, images, links,

and videos onto what is essentially a microsite•It is convenient for clients and handy for outreaches•We can get metrics and not have to change our clients’

websites

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De ta il : soci al meDi a news r elease - smnr

To be honest, bloggers are even lazier than journalists.A lot of the time, bloggers steal images and entire tracts of copy, paste it, and then just do a “blockquote” attribution.

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De ta il : soci al meDi a news r elease - smnr

We can define message, keyword-density, and even sneak SEO-optimized links in SMNR.This allows to easily keep everything closer to “on message” than you usually can

http

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De ta il : toPic Uni verse

topiC universe summary•Generally, before any outreach, bloggers are

combined into a master universe to make sure there are no dupes or doubles.

•One blogger can have more than one email – check for doubles.

•Make sure the master universe does not contain A-list or “do not contact” bloggers (check twice).

De ta il : oUtgoing message

outgoing message Cummary•Short, terse, minimal, highly textual, with a

clear message and a clear request•Any verbiage that sounds like it is selling or

marketing must be removed•All assets, graphics, movies, or videos are

collected into a “microsite” or “SMNR”•Do not include conversion GIFs, hyperlinks, hot

emails, images, or attachments

De ta il : oUtgoing message e xamPle

De ta il : oUtgoing message e xamPle

De ta il : message r esPonD

respond QuiCkly & with love•Don’t use autoresponders or let emails wait until

morning. When we send out an email outreach, we staff the INBOX almost constantly over the next hours and days

•If a blogger gets pissed off by a pitch, we have only minutes to respond

•A personal, immediate, and human response can make the difference between earning a blog post or being forwarded to Bad Pitch Blog

•When respond, never lock horns or rise to the bait – people have busy, complex, lives:

•“Be kind, for everyone you meet is fighting a hard battle” -- Philo of Alexandria

De ta il : message r esPonD e xamPle

De ta il : How to follow UP BolDly anD ProUDly

how to follow up•If we don’t get a reply from a blogger, we send 3-4

follow-up emails.•We assume that email gets lost, blocked, de-

prioritized, ignored, missed, or put off until later – and later never comes because folks are just busy.

•The squeaky wheel does get the grease and we get our biggest successes in response to the second and third email outreaches.

•We generally allow a week to pass between email follow-ups.

De ta il : ema il follow UP e xamPle 1

De ta il : ema il follow UP e xamPle 2

De ta il : ema il follow UP e xamPle 3

De ta il : tracking r esPonses & ment ions

traCk with working sheet•Be sure to always track who replies.•Also, be sure to remove anyone who asks

immediately.•Finally, if you can’t find their email, ask them if

they use another – some people collect all their email into one account, usually a Gmail account, and reply from there.

De ta il : tracking r esPonses & ment ions

traCk by mention•Also, be sure to track all blog mentions as they occur•Using Google Alerts and Google BlogSearch is

generally good enough•Don’t hesitate to ask your bloggers to pop you the

link to their post when they say that they will•Also, don’t hesitate to hold a blogger accountable

for posting if he offers

De ta il : leave tHe Proof to sa iD " tHank "

De ta il : earneD meDi a ment ion e xamPle 1

De ta il : earneD meDi a ment ion e xamPle 2

De ta il : me tr ics & r ePort ing

De ta il : me tr ics & r ePort ing

•This chart breaks online mentions into social media platform

thank