HOW TO WIN FRIENDS AND
INFLUENCE BLOGGERS Jonathan Rick @jrick

PART 1
ACASESTUDY

The Good  Exploited the
subject line  Made the ask  Provided talking points  Used links

The Bad ✖ Didn’t connect
✖ Pitched rather than talked ✖ Didn’t disclose

“WHO IS
PAYING
FOR
THIS?”

PART 2
MEETTHEBLOGGERS

THENEWYORKYANKEES

1 It’s their job.WHY DO
THEY PLAY?

2 They have editors.WHO ARE
THEIR COACHES? 1 It’s their job.WHY DO THEY PLAY?

3 Probably not.WILL THEY CORK
THEIR BAT? 2 They have editors.WHO ARE THEIR COACHES? 1 It’s their job.WHY DO THEY PLAY?

4 Yes—if you’re a 21-year-old
blonde. WILL THEY SIGN AN AUTOGRAPH? 3 Probably not.WILL THEY CORK THEIR BAT? 2 They have editors.WHO ARE THEIR COACHES? 1 It’s their job.WHY DO THEY PLAY?

NIKKI FINKE
DEADLINE.COM

HEATHER ARMSTRONG
DOOCE

MICHAEL ARRINGTON
TECHCRUNCH

THETRENTONTHUNDER

1 It’s their hobby.WHY DO
THEY PLAY?

2 They’re self-coached.WHO ARE THEIR
COACHES? 1 It’s their hobby.WHY DO THEY PLAY?

3 Maybe.WILL THEY CORK THEIR
BAT? 2 They’re self-coached.WHO ARE THEIR COACHES? 1 It’s their hobby.WHY DO THEY PLAY?

4 Probably.WILL THEY SIGN AN
AUTOGRAPH? 3 Maybe.WILL THEY CORK THEIR BAT? 2 They’re self-coached.WHO ARE THEIR COACHES? 1 It’s their hobby.WHY DO THEY PLAY?

PAMELA SORENSON
PAMELA’S PUNCH

MATT MACKOWIAK
POTOMAC FLACKS

AMY MOORE
CLARENDON CULTURE

THEMILLBURN-SHORTHILLS
LITTLELEAGUECARDINALS

1 It’s their journal.WHY DO
THEY PLAY?

2 They don’t have any.WHO
ARE THEIR COACHES? 1 It’s their journal.WHY DO THEY PLAY?

3 “Sure….”WILL THEY CORK THEIR
BAT? 2 They don’t have any.WHO ARE THEIR COACHES? 1 It’s their journal.WHY DO THEY PLAY?

4 “I’ll sign two!”WILL THEY
SIGN AN AUTOGRAPH? 3 “Sure….”WILL THEY CORK THEIR BAT? 2 They don’t have any.WHO ARE THEIR COACHES? 1 It’s their journal.WHY DO THEY PLAY?

DAVID ALMACY
CAPITAL GIG

TOM G. PALMER
TOMGPALMER.COM

ROBERT BLUEY
BLUEY BLOG

PART 3
DOYOURRESEARCH

FIND THE RIGHT BLOGS USEASUBSCRIPTION
SERVICE

FIND THE RIGHT BLOGS
DOITYOURSELF

Googling 101  Vary your
search terms  Play around with Google News and Google Blogs  Don’t forget about Bing

VERIFYTHEIR RELEVANCE
TAGCLOUDS

FERRET OUT THE CONTACT INFO
TIPSFORMS

FERRET OUT THE CONTACT INFO
MASTHEADS

FERRET OUT THE CONTACT INFO
SOCIALMEDIA

RECYCLE KNOWLEDGE
BLOGROLLS

RECYCLE KNOWLEDGE
SOCIALGRAPHS

ASSESS THE BLOG
QUANTITATIVEDATA

ASSESS THE BLOG
QUALITATIVEDATA

Qualitative Data  Quality of
writing  Reputation  Awards  Advertisers  Search engine optimization

SWING FOR THE FENCES?
INFLUENCERSVS.ENTHUSIASTS

PART 4
PERFECTYOURPITCH

WRITEASIFYOUREMAIL
WILLBEPUBLISHED

I came across your Web
site JonathanRick.com, and would like to propose a link exchange between your site and EnduranceWarrantyServices.com. Endurance Warranty Services is the leader in extended auto warranties serving car warranties, truck warranties, and all types of extended auto warranties … Let us know when our link is placed and we will post your link in the proper category of the “Resources” page listed here. —Endurance Warranty Services

CONNECT&FLATTER

Rob: Hello. I hope you’re
well. I just wanted to drop you a line and introduce myself. I’m a blogger myself (I contribute to Confirm Them and Human Events’ blogs among others), but for my day job—I do online public affairs for Wal- Mart, working with Mike Krempasky who runs Redstate.com. Just wanted you to know that your post taking notice of “Why Wal-Mart Works” was noticed here and at [Wal-Mart’s] headquarters in Bentonville. —Marshall Manson

MAKEYOURPITCH

Hi Danny, I’m working with
Aaron Strout and Greg Verdino from Powered, Inc. on Greg’s new book, microMARKETING: Get Big Results by Thinking and Acting Small, and they thought that you would be a perfect fit to do one of the chapter-by-chapter reviews. Because of your experience using the Internet and new media to raise money, in addition to your work with large companies like IBM, FedEx, and RIM, Chapter 7, “From Reach to Relationships: Activating the Many by Resonating with the Right Few,” seemed like it would resonate well with your audience. —Alexandria Kirsch

EXUDEENTHUSIASM

Jim Beam is spending its
budget this year marketing people who exhibit the brand persona, not the brand itself. We’ve found an initial group of people who exhibit true character, integrity, perseverance through struggle, etc, and we’re helping them because it’s the right thing to do. We’re walking the talk. One such subject is even a comedy troupe you might enjoy called Summer of Tears. Good videos. —Jason Falls

DON’T“PITCH”—TALK

I've had it. I get
more than 300 emails a day and my problem isn't spam, it's PR people. Lazy flacks send press releases to the Editor in Chief of Wired because they can't be bothered to find out who on my staff, if anyone, might actually be interested in what they're pitching … I only want two kinds of email: those from people I know, and those from people who have taken the time to find out what I'm interested in and composed a note meant to appeal to that (I love those emails; indeed, that's why my email address is public). Everything else gets banned on first abuse. —Chris Anderson

BEBRIEF

I’m looking forward to continuing
to send little nuggets your way. And, as always, we want this to be a conversation. So your questions, suggestions and rants are always welcome and encouraged. —Marshall Manson

MAKETHEASK

The blogger who writes the
best cover story about the launch of ArticleMe.com will win $3,000 in the ArticleMe launch contest. —ArticleMe.com

EXPLOITTHESUBJECTLINE

 Remember 9/11. Participate in
the Freedom Walk  How are you commemorating September 11th?  [Blog Name] and the Freedom Walk  INVITE: The Freedom Walk

PRACTICEFULLDISCLOSURE

Hey, it’s Seth the Blogger
Guy with AT&T. I’m here to talk a little about our network, where it stands now, and a bit about where it’s going. —Seth Bloom

Let’s Continue the Conversation hi@jonathanrick.com
jonathanrick.com @jrick slideshare.net/jrick