Blogger Outreach: Persistence is Fertile

Blogger Outreach: Persistence is Fertile By Chris Abraham By Chris Abraham With blogger outreach, if you want to be heard above the din of the Internet, you need to speak clearly and with persistence. It's not uncommon for someone at a loud bar not to hear you the first time, or even twice. If you assume someone isn't interested in getting to know you better just because they don't hear you the first or second time, then you're doomed. The Internet is the busiest, loudest, most distracting place ever created. It's global, impersonal, and mostly anonymous. In a bar, you can sit right next to the someone you want to meet, and then just bide your time until there's a lull in the noise or you can catch an eye. The Internet's just not like that. Social media is noisy and tends to be an insider's club. We resonate with people we already know, be it in our Inboxes, our rivers of news, or our walls — and we tend to tune out unknowns. In social media marketing, most of us are unknowns, most brands are unknown, as are most services. To score the digits in content marketing, you need three things: confidence, conviction, and stay-with-it-ness. Confidence Counts When singles talk about being attracted to confidence, what they're really saying is that they're attracted to transparency and authenticity. Confidence conveys a deep belief what you're pitching has integrity. Like the dweeb approaching the supermodel, folks who don't really believe they belong doing what they're doing, pitching what they're pitching, saying what they're saying, finish last. What separates winning content marketing campaigns from the losers? Persistence. From my experience, too many new media marketing campaigns lack bravery and persistence. They do the messaging equivalent of "Ahem, excuse me, if you would be so kind, ahem, I don't mean to bother you or anything, ahem" rather than "Hello, my name is Chris Abraham, damned glad to meet you." It's understandable. Brands are afraid of the online world — especially earned media, where anything that a brand says and does can be used against it. Over time, shell-shocked from seeing everyone around them being shot down and repeatedly being warned by the media that blogger outreach is a mindfield, they live up to the maxim of once-bitten, twice shy. Tenacity in Pitching Bloggers If you really want to be successful in earned media marketing, you'll need to reach out not once, twice, but three times. We have learned this from direct mail and email marketing, especially when it came to Obama's 2008 presidential campaigns: If you're aggressive and email your core demographic repeatedly, you may make a few enemies and suffer a few humiliations – but you'll probably also raise a lot of money from loyalists. Bloggers are generally more often rugged individualists than people pleasers, and most brands aren't used to being challenged. When it comes to my strategy for blogger outreach, I am committed to reach out to as many bloggers as possible, from the the A-lister all the way down the long tail to the hobbyists, the passion players, and committed content nerds and geeks. Back when I help promote Mizuno running shoes, my minimum requirement for outreach was the blogger had, at some point, discussed running, jogging, fitness, or getting in shape. Nearly eight thousand bloggers received a personalized email offering them first access to Mizuno's Mezamashii Project, test Mizuno shoes, be considered for sponsorship, and invited into the Mizuno communications and marketing fold. In many ways, it was a corporate olly-olly-oxen-free and an easy sell: Top quality product, sleeper brand, and the promise of free gear to test. Many of the A-listers were already contractually sponsored by other shoe brands, so the long tail really paid off. Many of these bloggers "had never been kissed" by brands, though they all winsomely hoped their day would come. The Long Tail of Blogger Outreach Even with the deck stacked, we still needed to be persistent. Upon receipt of the first email offer pitch, many of the bloggers assumed it was spam. It rang all the "too good to be true" and "who, me?" buttons. It wasn't until the second outreach when the flood of responses came in with eager "Yes, pleases". The result: Mizuno earned hundreds of earned media mentions and thousands of registrations for their Mezamashii Running Community in the space of four weeks. Brave and Bold Wins the Game In the Internet age, it's no longer enough to be the best looking or most interesting, you really must be the most brave. You need to get yourself off of that bar stool and dive in with making the introductions. The world has become flat, thanks to the Internet, and if you just wait until your Prince Charming comes to you on his palomino horse, then you'll really only get what you get — and that might be nothing at all. So get out there and ask.         Related Stories Content: Guided by Voices Content Marketing: Fix Your Crummy Content Building Community with Other Bloggers   • Email to a friend • Article Search • View comments • Track comments •   More Blitz Bits By FeedBlitz FeedBlitz: Rewind the Week Building Community with Other Bloggers Feedblitz: Rewind the Week Content, Creativity, and the Role of Habit Well, this is awkward…   Get These Great e-Books from FeedBlitz

 

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• Water samples taken from the Upper Ganges River shed light on the spread of potential 'superbugs'
• Hormone released after exercise can 'predict' biological age
• HIV drug used to reverse effects of virus that causes cervical cancer
• Chemist gets U.S. patent for solution to antibiotic resistance problem
• Small non-coding RNAs could be warning signs of cancer
• Bacterial superbug protein structure solved
• Uncovering the secrets of tularemia, 'rabbit fever'
• Vitamin D provides relief for those with chronic hives, study shows
• Potential options for attacking stem cells in triple-negative breast cancer
• Epigenetic regulation required to ensure correct number of chromosomes
• First large-scale study of stock market volatility, mental disorders

Single chip device to provide real-time 3-D images from inside the heart, blood vessels Posted: 18 Feb 2014 07:00 AM PST Researchers have developed the technology for a catheter-based device that would provide forward-looking, real-time, three-dimensional imaging from inside the heart, coronary arteries and peripheral blood vessels.

It’s alive! Bacteria-filled liquid crystals could improve biosensing Posted: 17 Feb 2014 05:07 PM PST Plop living, swimming bacteria into a novel water-based, nontoxic liquid crystal and a new physics takes over. The dynamic interaction of the bacteria with the liquid crystal creates a novel form of soft matter: living liquid crystal. This new type of active material holds promise for improving the early detection of diseases.

Deep TCR sequencing reveals extensive renewal of the T cell repertoire following autologous stem cell transplant in MS Posted: 17 Feb 2014 09:16 AM PST A new study describes the complexity of the new T cell repertoire following immune-depleting therapy to treat multiple sclerosis, improving our understanding of immune tolerance and clinical outcomes.

Water samples taken from the Upper Ganges River shed light on the spread of potential 'superbugs' Posted: 17 Feb 2014 05:56 AM PST Experts reveal the spread of antibiotic-resistance to one of the most pristine locations in Asia is linked to the annual human pilgrimages to the region.  The research team are now calling on governments around the world to recognize the importance of clean drinking water in our fight against antibiotic resistance.

Hormone released after exercise can 'predict' biological age Posted: 17 Feb 2014 05:56 AM PST Scientists have discovered a potential molecular link between Irisin, a recently identified hormone released from muscle after bouts of exercise, and the aging process. Irisin, which is naturally present in humans, is capable of reprograming the body's fat cells to burn energy instead of storing it. This increases the metabolic rate and is thought to have potential anti-obesity effects. The finding provides a potential molecular link between keeping active and healthy aging with those having higher Irisin levels more 'biological young' than those with lower levels of the hormone.

HIV drug used to reverse effects of virus that causes cervical cancer Posted: 17 Feb 2014 05:52 AM PST A commonly-used HIV drug has been shown to kill off the human papilloma virus (HPV) that leads to cervical cancer in a world-first clinical trial. Researchers examined Kenyan women diagnosed with HPV positive early stage cervical cancer who were treated with the antiviral HIV drug lopinavir in Kenya. The results showed a high proportion of women diagnosed with HPV positive high-grade disease returned to normal following a short course of the new treatment.

Chemist gets U.S. patent for solution to antibiotic resistance problem Posted: 17 Feb 2014 05:52 AM PST A chemist in Copenhagen has just taken out a patent for a drug that can make previously multidrug-resistant bacteria once again responsive to antibiotics.

Small non-coding RNAs could be warning signs of cancer Posted: 17 Feb 2014 05:52 AM PST Small non-coding RNAs can be used to predict if individuals have breast cancer conclude researchers who contribute to The Cancer Genome Atlas project. The results indicate that differences in the levels of specific types of non-coding RNAs can be used to distinguish between cancerous and non-cancerous tissues. These RNAs can also be used to classify cancer patients into subgroups of individuals that have different survival outcomes.

Bacterial superbug protein structure solved Posted: 17 Feb 2014 05:48 AM PST Scientists have deciphered the 3-D structure of a protein that confers antibiotic resistance from one of the most worrisome disease agents: a strain of bacteria called methicillin-resistant Staphylococcus aureus (MRSA), which can cause skin and other infections. The team's findings may be an important step in combating the MRSA public health threat over the next 5 to 10 years.

Uncovering the secrets of tularemia, 'rabbit fever' Posted: 17 Feb 2014 05:48 AM PST Tularemia, aka "rabbit fever," is endemic in the northeastern United States, and is considered to be a significant risk to biosecurity -- much like anthrax or smallpox -- because it has already been weaponized in various regions of the world. Biologists are working to uncover the secrets of the bacterium Francisella tularensis, which causes tularemia.

Vitamin D provides relief for those with chronic hives, study shows Posted: 17 Feb 2014 05:48 AM PST Vitamin D as an add-on therapy could provide some relief for chronic hives, a condition with no cure and few treatment options, new research indicates. An allergic skin condition, chronic hives create red, itchy welts on the skin and sometimes swelling. They can occur daily and last longer than six weeks, even years. The two-year study looked at the role of over-the-counter vitamin D3 as a supplemental treatment for chronic hives. Over 12 weeks, 38 study participants daily took a triple-drug combination of allergy medications (one prescription and two over-the-counter drugs) and vitamin D3. Researchers found after just one week, the severity of patients' symptoms decreased by 33 percent. For patients that took a stronger dose of vitamin D3, a further 40 percent decrease in severity of their hives was noted.

Potential options for attacking stem cells in triple-negative breast cancer Posted: 17 Feb 2014 05:48 AM PST A protein that fuels an inflammatory pathway does not turn off in breast cancer, new research shows, resulting in an increase in cancer stem cells. This provides a potential target for treating triple negative breast cancer, the most aggressive form of the disease. The researchers identified a protein that is highly expressed in normal cells but undetectable in triple-negative breast cancer. They showed that this protein is degraded in cancers, blocking the cellular off-switch of a feedback loop involving an inflammatory protein. When the switch does not get turned off, it enables cancer stem cells to grow.

Epigenetic regulation required to ensure correct number of chromosomes Posted: 16 Feb 2014 12:17 PM PST Abnormal number of chromosomes is often associated with cancer development. Researchers have shown that a subtle epigenetic change plays an important role in the correct segregation of chromosomes. Normally when a cell divides, the chromosomes are segregated equally to two daughter cells. However, tumor cells frequently have either too few or too many chromosomes, leading to the incorrect expression of a number of genes. When a cell is about to divide, the cell division machinery takes hold of chromosomes by the centromere so that they may be pulled apart and one copy of each given to the daughter cells.

First large-scale study of stock market volatility, mental disorders Posted: 13 Feb 2014 07:03 PM PST Falling stock prices lead to increased hospitalizations for mental disorders, according to new research. Researchers assessed the relationship between stock price movements and mental disorders using data on daily hospitalizations for mental disorders in Taiwan over 4,000 days between 1998 and 2009. They found that a 1000-point fall in the Taiwan Stock Exchange Capitalisation Weighted Stock Index (TAIEX) coincided with a 4.71% daily increase in hospitalizations for mental disorders.

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• Do Guam mantas plan moon parties? Mantas congregate when surgeonfish spawn
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• Global warming: Warning against abrupt stop to geoengineering method (if started)
• It’s alive! Bacteria-filled liquid crystals could improve biosensing
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• How evolution shapes the geometries of life
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• Ultra-small and ultra–fast electro-optic modulator
• Einstein's conversion from a belief in a static to an expanding universe
• Space station SPHERES run circles around ordinary satellites
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• Water samples taken from the Upper Ganges River shed light on the spread of potential 'superbugs'
• Hormone released after exercise can 'predict' biological age
• HIV drug used to reverse effects of virus that causes cervical cancer
• Chemist gets U.S. patent for solution to antibiotic resistance problem
• Small non-coding RNAs could be warning signs of cancer
• Bacterial superbug protein structure solved
• Uncovering the secrets of tularemia, 'rabbit fever'
• Vitamin D provides relief for those with chronic hives, study shows
• Potential options for attacking stem cells in triple-negative breast cancer
• Study on flu evolution may change textbooks, history books
• New blood cells fight brain inflammation
• Epigenetic regulation required to ensure correct number of chromosomes

Do Guam mantas plan moon parties? Mantas congregate when surgeonfish spawn Posted: 18 Feb 2014 07:13 AM PST Guam mantas have been documented eating fish spawn. Researchers heard of mantas congregating purposefully in an area where surgeonfish were spawning.

Asian elephants reassure others in distress: First empirical evidence of consolation in elephants Posted: 18 Feb 2014 07:10 AM PST Asian elephants console others who are in distress, using physical touches and vocalizations, new research shows. The findings are the first empirical evidence of consolation in elephants. Consolation behavior is rare in the animal kingdom, with empirical evidence previously provided only for the great apes, canines and certain corvids.

Infected Tasmanian devils reveal how cancer cells evolve in response to humans Posted: 18 Feb 2014 07:07 AM PST Tasmanian Devil Facial Tumor Disease (DFTD) has ravaged the world's largest carnivorous marsupial since it emerged in 1996, resulting in a population decline of over 90%. Conservation work to defeat the disease has including removing infected individuals from the population and new research explains how this gives us a unique opportunity to understand how human selection alters the evolution of cancerous cells. DFTD is an asexually reproducing clonal cell line, which during the last 16 years has been exposed to negative effects as infected devils, approximately 33% of the population, have been removed from one site, the Forestier Peninsula, in Tasmania between 2006 and 2010.

Solar-induced hybrid fuel cell produces electricity directly from biomass Posted: 18 Feb 2014 07:00 AM PST Researchers have developed a new type of low-temperature fuel cell that directly converts biomass to electricity with assistance from a catalyst activated by solar or thermal energy.

Global warming: Warning against abrupt stop to geoengineering method (if started) Posted: 17 Feb 2014 05:08 PM PST As a range of climate change mitigation scenarios are discussed, researchers have found that the injection of sulfate particles into the atmosphere to reflect sunlight and curb the effects of global warming could pose a severe threat if not maintained indefinitely and supported by strict reductions in greenhouse gas emissions.

It’s alive! Bacteria-filled liquid crystals could improve biosensing Posted: 17 Feb 2014 05:07 PM PST Plop living, swimming bacteria into a novel water-based, nontoxic liquid crystal and a new physics takes over. The dynamic interaction of the bacteria with the liquid crystal creates a novel form of soft matter: living liquid crystal. This new type of active material holds promise for improving the early detection of diseases.

Theory on origin of animals challenged: Some animals need extremely little oxygen Posted: 17 Feb 2014 01:11 PM PST One of science's strongest dogmas is that complex life on Earth could only evolve when oxygen levels in the atmosphere rose to close to modern levels. But now studies of a small sea sponge fished out of a Danish fjord shows that complex life does not need high levels of oxygen in order to live and grow.

How evolution shapes the geometries of life Posted: 17 Feb 2014 01:11 PM PST An interdisciplinary team re-examined Kleiber's Law, a famous 80-year-old equation that accurately describes many biological phenomena, although scientists don't agree on why it works. The team shows that Kleiber's Law captures the physics and mathematics underlying the evolution of plants' and animals' different, but equally efficient forms.

Better batters from brain-training research: Baseball player study significantly improves vision, reduces strikeouts Posted: 17 Feb 2014 09:16 AM PST UC Riverside baseball players who participated in novel brain-training research saw significant improvement in vision, resulting in fewer strikeouts and more hits. The experiment demonstrated that improvements from a multiple perceptual-learning approach transfer to real-world tasks.

Ultra-small and ultra–fast electro-optic modulator Posted: 17 Feb 2014 07:25 AM PST Thanks to optical signals, mails and data can be transmitted rapidly around the globe. But also exchange of digital information between electronic chips may be accelerated and energy efficiency might be increased by using optical signals. However, this would require simple methods to switch from electrical to optical signals. Researchers have now developed a device of 29 microns in length, which converts signals at a rate of about 40 gigabits per second. It is the most compact high-speed phase modulator in the world.

Einstein's conversion from a belief in a static to an expanding universe Posted: 17 Feb 2014 07:25 AM PST Albert Einstein accepted the modern cosmological view that the universe is expanding long after many of his contemporaries. Until 1931, physicist Albert Einstein believed that the universe was static. An urban legend attributes this change of perspective to when American astronomer Edwin Hubble showed Einstein his observations of redshift in the light emitted by far away nebulae -- today known as galaxies. But the reality is more complex. The change in Einstein's viewpoint, in fact, resulted from a tortuous thought process. Now researchers explain how Einstein changed his mind following many encounters with some of the most influential astrophysicists of his generation.

Space station SPHERES run circles around ordinary satellites Posted: 17 Feb 2014 07:15 AM PST Inspired by a floating droid battling Luke Skywalker in the film Star Wars, the free-flying satellites known as Synchronized Position Hold, Engage, Reorient, Experimental Satellites (SPHERES) have been flying aboard the International Space Station since Expedition 8 in 2003. Although there have been numerous SPHERES investigations held on the orbiting laboratory, four current and upcoming SPHERES projects are of particular significance to robotics engineers, rocket launch companies, NASA exploration and anyone who uses communications systems on Earth.

Why does the brain remember dreams? Posted: 17 Feb 2014 05:59 AM PST Some people recall a dream every morning, whereas others rarely recall one. In a new study, research shows that the temporo-parietal junction, an information-processing hub in the brain, is more active in high dream recallers. Increased activity in this brain region might facilitate attention orienting toward external stimuli and promote intrasleep wakefulness, thereby facilitating the encoding of dreams in memory.

Water samples taken from the Upper Ganges River shed light on the spread of potential 'superbugs' Posted: 17 Feb 2014 05:56 AM PST Experts reveal the spread of antibiotic-resistance to one of the most pristine locations in Asia is linked to the annual human pilgrimages to the region.  The research team are now calling on governments around the world to recognize the importance of clean drinking water in our fight against antibiotic resistance.

Hormone released after exercise can 'predict' biological age Posted: 17 Feb 2014 05:56 AM PST Scientists have discovered a potential molecular link between Irisin, a recently identified hormone released from muscle after bouts of exercise, and the aging process. Irisin, which is naturally present in humans, is capable of reprograming the body's fat cells to burn energy instead of storing it. This increases the metabolic rate and is thought to have potential anti-obesity effects. The finding provides a potential molecular link between keeping active and healthy aging with those having higher Irisin levels more 'biological young' than those with lower levels of the hormone.

HIV drug used to reverse effects of virus that causes cervical cancer Posted: 17 Feb 2014 05:52 AM PST A commonly-used HIV drug has been shown to kill off the human papilloma virus (HPV) that leads to cervical cancer in a world-first clinical trial. Researchers examined Kenyan women diagnosed with HPV positive early stage cervical cancer who were treated with the antiviral HIV drug lopinavir in Kenya. The results showed a high proportion of women diagnosed with HPV positive high-grade disease returned to normal following a short course of the new treatment.

Chemist gets U.S. patent for solution to antibiotic resistance problem Posted: 17 Feb 2014 05:52 AM PST A chemist in Copenhagen has just taken out a patent for a drug that can make previously multidrug-resistant bacteria once again responsive to antibiotics.

Small non-coding RNAs could be warning signs of cancer Posted: 17 Feb 2014 05:52 AM PST Small non-coding RNAs can be used to predict if individuals have breast cancer conclude researchers who contribute to The Cancer Genome Atlas project. The results indicate that differences in the levels of specific types of non-coding RNAs can be used to distinguish between cancerous and non-cancerous tissues. These RNAs can also be used to classify cancer patients into subgroups of individuals that have different survival outcomes.

Bacterial superbug protein structure solved Posted: 17 Feb 2014 05:48 AM PST Scientists have deciphered the 3-D structure of a protein that confers antibiotic resistance from one of the most worrisome disease agents: a strain of bacteria called methicillin-resistant Staphylococcus aureus (MRSA), which can cause skin and other infections. The team's findings may be an important step in combating the MRSA public health threat over the next 5 to 10 years.

Uncovering the secrets of tularemia, 'rabbit fever' Posted: 17 Feb 2014 05:48 AM PST Tularemia, aka "rabbit fever," is endemic in the northeastern United States, and is considered to be a significant risk to biosecurity -- much like anthrax or smallpox -- because it has already been weaponized in various regions of the world. Biologists are working to uncover the secrets of the bacterium Francisella tularensis, which causes tularemia.

Vitamin D provides relief for those with chronic hives, study shows Posted: 17 Feb 2014 05:48 AM PST Vitamin D as an add-on therapy could provide some relief for chronic hives, a condition with no cure and few treatment options, new research indicates. An allergic skin condition, chronic hives create red, itchy welts on the skin and sometimes swelling. They can occur daily and last longer than six weeks, even years. The two-year study looked at the role of over-the-counter vitamin D3 as a supplemental treatment for chronic hives. Over 12 weeks, 38 study participants daily took a triple-drug combination of allergy medications (one prescription and two over-the-counter drugs) and vitamin D3. Researchers found after just one week, the severity of patients' symptoms decreased by 33 percent. For patients that took a stronger dose of vitamin D3, a further 40 percent decrease in severity of their hives was noted.

Potential options for attacking stem cells in triple-negative breast cancer Posted: 17 Feb 2014 05:48 AM PST A protein that fuels an inflammatory pathway does not turn off in breast cancer, new research shows, resulting in an increase in cancer stem cells. This provides a potential target for treating triple negative breast cancer, the most aggressive form of the disease. The researchers identified a protein that is highly expressed in normal cells but undetectable in triple-negative breast cancer. They showed that this protein is degraded in cancers, blocking the cellular off-switch of a feedback loop involving an inflammatory protein. When the switch does not get turned off, it enables cancer stem cells to grow.

Study on flu evolution may change textbooks, history books Posted: 16 Feb 2014 12:17 PM PST A new study reconstructing the evolutionary tree of flu viruses challenges conventional wisdom and solves some of the mysteries surrounding flu outbreaks of historical significance. The study challenges several tenets of conventional wisdom -- for example, the notion that the virus moves largely unidirectionally from wild birds to domestic birds rather than with spillover in the other direction. It also helps resolve the origin of the virus that caused the unprecedentedly severe influenza pandemic of 1918.

New blood cells fight brain inflammation Posted: 16 Feb 2014 12:17 PM PST Hyperactivity of our immune system can cause a state of chronic inflammation. If chronic, the inflammation will affect our body and result in disease. In the devastating disease multiple sclerosis, hyperactivity of immune cells called T-cells induce chronic inflammation and degeneration of the brain. Researchers have identified a new type of regulatory blood cells that can combat such hyperactive T-cells in blood from patients with multiple sclerosis.

Epigenetic regulation required to ensure correct number of chromosomes Posted: 16 Feb 2014 12:17 PM PST Abnormal number of chromosomes is often associated with cancer development. Researchers have shown that a subtle epigenetic change plays an important role in the correct segregation of chromosomes. Normally when a cell divides, the chromosomes are segregated equally to two daughter cells. However, tumor cells frequently have either too few or too many chromosomes, leading to the incorrect expression of a number of genes. When a cell is about to divide, the cell division machinery takes hold of chromosomes by the centromere so that they may be pulled apart and one copy of each given to the daughter cells.

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