Call it ePR, blogger outreach/relationship management, networking, social media activation or social marketing... at it's heart, this is the practice of speaking with the community; enlisting bloggers and the community at large, to speak about your efforts and on behalf of your brand.
- If you have a relationship with a blogger, you can leverage this relationship to drive your brand/client.
- If you do not yet have a relationship, you have to start building one.
- If you need something done today, and don't have a relationship, you need to resort to the daunting cold pitch: pitching your product or service without any prior interaction.
Chris Abraham, a noted blogger and popular twitterer, recently sent out a private email message to many of the bloggers on the Ad Age Power 150 list, asking them to register their contact information.
His note was personal, personable and extremely well written. It felt like he was really speaking to me. No, he didn't mention any of my previous posts. And yes, there is a strong likelihood that this letter was a form letter. Nevertheless, this letter feels somewhat warm, an incredible accomplishment for a cold pitch.
I wanted to reach out to you since you're a current fellow member of the AdAge Power 150 with Future Visions. Please excuse the form email but there are over 780 current Power 150 members. I am popping you this note for two reasons: first, I would like your help to do something with this list; second, I just want to update you as to what I am up to.
To create this list, I collected the OPML file free off of the Power 150 page on Adage and expanded it into a list with names and emails. I would love to share the list with you so please pop me an email if you would like a copy. I was hoping we might figure out a way to keep in better touch as a group of marketing, PR, and advertising bloggers. Please shoot me any ideas you have. I was thinking we could create a community group to share news, ideas, and opportunities to work together. On that note, I am the president and COO of Abraham Harrison LLC, a firm specializing in social media PR, blogger outreach, online engagement, and online reputation management. I would love to schedule a call so that we can explore possibilities to collaborate.
On a personal note, I have started blogging for AdAge and have had so much fun with that that I am looking to find as many opportunities to blog as I can. Please let me know if you know of anything or if you would like me to guest blog. Also, if you're in the DC area I would love to get together. To be honest, I would love to meet you the next time I am in your neck of the woods.
Thanks so much and I appreciate your time and attention. I wish you a very fine 2009 with much luck and success.
<note: Lots of contact information was provided, but I have deleted it out of concern for Chris' privacy>
Note: After reading this letter, I'm still unsure of what will be done with my contact information. Is this being gathered as a closed list/community for AdAge? Is this a contact list for his firm? Will my contact information be shared with anyone outside of this community?