January 11, 2012

The Long Tail strategy for AdWords works for blogger outreach

The Long Tail

Chris AbrahamLast week, I wrote about how to succeed with B-list bloggers, but maybe some of you aren’t convinced. So, this week, I want to draw an analogy to successful Google AdWords approaches so that you can see how to apply that same technique to blogger outreach. When it comes to reaching out to bloggers online, there’s a lot you can learn from Google AdWords. Long-tail blogger outreach is like long-tail Google AdWords advertising. Instead of putting all your money on the top 10 most expensive and popular keywords that everyone bids on, smart advertisers segment their markets and hyper-target their highest-performing keywords with their most compelling ads and content while always pruning away their worst performers. Continue reading

December 9, 2009

How Dell handles customer service and sales through social media

David SparkAt the Le Web conference in Paris, I spoke with Richard Binhammer, better known as @RichardATDell on Twitter. Three years ago Richard, who was and still is working in public affairs, was told by his boss to start getting engaged in blogger relations. It appears that Binhammer’s move into social media was one of the many responses to the 2005 Dell Hell outburst initiated by social media consultant Jeff Jarvis, who wrote an open letter to Dell complaining about Dell’s customer service. At the time, Dell’s response was, “We don’t respond to bloggers.”

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January 18, 2009

Dell features Socialmedia.biz

I've been following the social media work of Bob Pearson, VP of communities and conversations for Dell, for some time (he's @bobpdell on Twitter).

So it came as a surprise when a friend IM'd to say, Hey, did you know Dell is promoting your blog? Well, no. But a look at their lead 58-second introductory video on Facebook about Dell's efforts with social media has Pearson showing off a blog about social media — this one.

Thanks, Bob! I've been aware of Dell's efforts to make social media more accessible to regular folks through its written guides and video screencasts, and I hope to highlight those in a new social media learning center I'm starting to put together.

You can join the Facebook group Social Media for Small Business, powered by Dell, here.