February 27, 2015

Why community & marketing should be best buds

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Maria Ogneva of Sidecar, right, with Evan Hamilton of Zozi and moderator Irene Koehler (Photo by JD Lasica).

Target audience: Community managers, businesses, brands, digital marketers, advertising agencies, SEO specialists, entrepreneurs, educators, journalists, Web publishers.

JD LasicaHere, in the year 2015, the term community building no longer seems to command the heft and respect it once did. Today it’s all about growth hacking and social sharing and co-creation.

But, old school or not, community building still matters. For startups. For small businesses. For brands. For corporations.

Yesterday, we put on the 25th Social Media Breakfast East Bay in Oakland, sponsored by Lithium — I was the guest speaker at the first one, six years ago this month in Berkeley — and tackled the topic, “Secrets/Myths/Opportunities of Community Building.” Continue reading

May 6, 2013

Blogger outreach is more PR than social media

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Discover and engage your allies with long-tail blogger outreach

Chris AbrahamThe current catch-all these days for what I do is ‘social media’. Unfortunately, when what you do is described as such, people tend to think FacebookTwitterPinterest, and maybe Google+. My expertise, however, is online community outreach and engagement. Back in 2006, I developed a strategy of blogger outreach that allowed me to reach out to more than just 25 top-tier bloggers by hand but to 2,500-5,000 bloggers.

I have always called this long-tail blogger outreach — though I would love your help with choosing a new name for it — because it focuses on the B-Z-list bloggers, the online influencers who are often overlooked by most social media teams at digital agencies.

While I agree that the top-25-50 bloggers do deserve deep, long-term, and personal engagement, spending that sort of time, over time, on “everyone else” would take all the time in the universe. So, what my team and I developed is the equivalent of blogger-brand speed dating. Continue reading