The Digital Socialite

Be a woman

One of my favorite books in recent memory  has been Don't Think Pink by Lisa Johnson and Andrea Learned.  What a highly relevant topic for our time.  Marketers are finally waking up to the fact that women make the majority of consumer decisions and that this undeniable trend has incredible leveraging power.   

So what I urge everyone to do is to get in touch with their feminine side. 

Most properties take a male approach to business.  They focus on penetration, penetration, penetration.  And what happens?  Someone's left unsatisfied, right?  What gets products to develop virally in this digital age is having something unique and having a genuine connection with consumers that goes beyond selling a widget.  Just as women create for
others, build villages and foster feelings, successful companies leverage social media to create brand ambassadors, build communities and foster their own community. 

This isn't a fad or just another way for you to generate more PR.  Fostering communities digitally is a viable way to create authentic, sincere stories about you or your client's brand.  It creates a message that resonates with consumers and their peers. 

And who wouldn't like that? 

-Johnny

The 5x10=50 Rule to Velvet Rope Entry

Top social media influencers know they're hot commodities.  Slashdot, Digg, TechCrunch... the line to enter is outrageously long and you may not get in.  And why should you?  Most of the people waiting in line look similar: same blonde hair, same web 2.0 features, same body parts augmented (is that silicone or ajax?).  What makes you different? 

Whether you're the next web 2.0 flavor (exceptional exit strategy guys...I'm sure Google's going to buy you next!) or whether your ajax is bigger than the next is up to you.  We can't help you out there.  But when pitching the bouncers at Club Slashdot, Digg Lounge, or TechCrunch Bar & Grill, make sure to remember that 5x10=50. 

• Email should be no more than 5 sentences long. 
• Reading time should be approximately 10 seconds. 
• Total word count should be no more than 50. 

Make it easy on the editors.  The goal of the pitch is to stimulate interest, not to give your executive summary. 

-Johnny

Can I Get You a Drink?

We all know that buying a drink for someone at a crowded bar is one of the best ways to ingratiate yourself to him/her...or at least it'll score you a few more minutes of their time.  In the digital world where bloggers are often key influencers, giving them something of like-interest will do the same.  If bloggers are critical to your social media marketing plan, here's how you get yourself a few extra minutes of their attention:

1. Get to the Relevant Blogs
Don't go somewhere just because it's the Hyde of the blogosphere.  It doesn't make sense to go to a quiet lounge if you really want to shake your moneymaker like somebody's 'bout to pay ya.  So why are you pitching TechCrunch if your service has nothing to do with technology? 

2. Scope Out the Leading Blog Influencers
Visit this Google page and type in the topics that your client can be categorized in.  Once you find the blogs, peruse their content.  If they look promising, enter that blog's URL into the search box on this Bloglines page to see who's linking there.  This will give you an idea of relevance/influence. 

3. Get to Know the Bloggers
Sign up for the blogs' RSS feeds and then note the number of subscribers that Bloglines lists.  Also, start reading the blogs regularly prior to pitching.  What does s/he like?  In one sentence, what kind of blog does s/he write?  Other than what the blogger is known for, what other interests or quirks does s/he have?  If you can't answer those questions, you're not ready to pitch. 

4. Select your Top 3
Buying drinks for a few people at a bar makes them feel special.  Buying drinks for everyone in the bar makes you look like the idiot who's buying drinks for everyone in the bar.  Don't be that guy.  Pick 3 primary blogs for each specific category your client is related to.  If you follow persuasion architecture (and if you're not, why aren't you?), pick three blogs per persona. 

5. Have Something to Contribute
Alas, as in life, looks can only get you so far.  Sooner or later, you'll have to open your mouth to talk to the person.  Post comments on at least 5 of his/her most popular/recent posts before pitching your client.  Have something thoughtful, relevant, and insightful to say.   If you've followed step 3, this shouldn't be a problem.  If you haven't, then you better pull a Brian McKnight. 

BONUS
This was supposed to be a 5-step process, but here are two additional thoughts for more meaningful  relationships in the blogosphere.

6. Talk to the Bloggers' Friends
This is seemingly a no-brainer but social media marketers always forget this step.  Cozying up to the entire social network of the top blog influencers is possibly the best way to develop tight relationships.  Bloggers are inherently the 1% of citizen marketers who create content within a democratized community.  And they love to share information/gossip.  Find the best friends of your selected bloggers and post replies to at least 3 of their most popular/recent posts. 

7. Don't Ignore the Wallflower
It's a tale as old as time.  Sometimes, the ugly duckling becomes a beautiful swan.  And under perfect circumstances, the swan is Rachel Leigh Cook.  But I digress...   The bloggers that didn't quite make the cut in the initial seeding should be contacted afterward to foster the relationship within that community and regenerate publicity.  Who knows?  The budding blogger might be the next top influencer.  (Note: don't hold your breath for another Rachel Leigh Cook)

- Johnny

P.S. - Special thanks to Steve Rubel for Steps 2 & 3.  He is a blogger and professional that anyone can model themselves after. 

P.S.S. - If you get the chance to actually buy drinks for the top bloggers, order Stormhoek, the wine of bloggers. 

P.S.S. -  Click here for more on Rachel Leigh Cook.