Abraham Harrison "Xyz, Inc." Sample Report

Campaign Report

For XYZ, Inc.

July 15th, 2009

XYZ, Inc.

Campaign Report

CONFIDENTIAL 2 July 15th

, 2009

Dear Mr. Doe and team,

We have enjoyed working with you over the past four months and look forward to building on our successes in

English, Spanish, and Portuguese and achieving the same kinds of results for you in online PR in Russian, Polish,

and perhaps additional languages over the coming year. We are thrilled with the willingness with which the

blogosphere and bloggers in general accepted and spread the XYZ message amongst themselves, their readers, and

throughout the Twittershpere. We are also extremely pleased with the conversations we‘ve started with some of the

largest tech sites like the Techcrunch article (Please see Appendix A for a list of the 316 URLs mentioning XYZ on

Techcrunch) and the article on Industry.com we were able to secure, in response to their piece about your

competitor, ABC Technologies, through our A-List outreaches. We gave Techcrunch the exclusive, but followed up

by sending the press release out the following day through PRWeb which at this point has over 42,000 impressions.

Blogger Outreach:

As you know, we have been rotating outreaches and twittering between three languages: English, Spanish, and

Portuguese. For the English portion, we’ve reached out to over 4000 bloggers in the following demographics:

• Animal Bloggers

• College Bloggers

• Online Classifieds Bloggers

• Job Seeking Bloggers

• Mommy Bloggers

• Real Estate Bloggers

• Saving Money Bloggers

• Tech Bloggers

These outreaches (Appendix B - Message Models) have generated over 200 posts (Appendix C) since mid-March

and the SMNR http://xyz-newsrelease.com has generated over 76,000 hits:

Summary by Month

Daily Avg Monthly Totals Month

Hits Files Pages Visits Sites KBytes Visits Pages Files Hits

Jul 2009 1306 1057 60 56 2660 338374 564 600 10575 13062

Jun 2009 626 544 27 27 7117 413407 758 783 15244 17530

May 2009 894 767 47 44 8497 721198 1301 1365 22243 25950

Apr 2009 1074 868 61 53 4185 632042 1007 1163 16495 20408

Totals 2105021 3630 3911 64557 76950

XYZ, Inc.

Campaign Report


, 2009

Our Spanish blogger outreaches (Appendix D – message models) have generated over 165 posts (Appendix E). We

reached out to over 2000 bloggers within the following demographics:


• Job Seekers

• Mommy Bloggers


• Saving Money Bloggers

• Tech Bloggers

• Top Spanish Blogs

The Spanish language SMNR http://xyz-prensa.com has had some very impressive stats with over 236,000 hits. We

were unable to gather the complete statistics for the months of April and May for the chart and graph that follow.

The first Spanish outreach was April 2, so these statistics should include tens of thousands more hits to the SMNR

generated throughout April and May.

Summary by Month



Jul 2009 6507 5363 95 89 39018 1075674 899 954 53639 65071

Jun 2009 5976 4931 99 94 90695 2850244 2642 2787 138072 167333

May 2009 4436 3544 81 78 2599 67449 78 81 3544 4436

Totals 3993367 3619 3822 195255 236840

XYZ, Inc.

Campaign Report


, 2009

The Portuguese portion of our blogger outreach campaign has developed into approximately 100 posts (Appendices

F&G). For this campaign we engaged over 2500 bloggers in the following categories:

• Brazil Blogs


• Daddy Bloggers

• Job Bloggers

• Mommy Bloggers

• Portuguese Top Blogs


• Saving Money

• Tech Bloggers

The Portuguese language SMNR http://xyz-imprensa.com has had over 64,000 hits:

Summary by Month



Jul 2009 1986 1677 76 70 8625 382070 708 764 16775 19869

Jun 2009 887 748 51 45 4348 580037 1270 1454 20957 24838

May 2009 394 317 23 20 717 270766 593 672 9197 11434

Apr 2009 414 312 25 21 299 171263 400 486 5928 7870

Totals 1404136 2971 3376 52857 64011

XYZ, Inc.

Campaign Report


, 2009

As you know, we began with English, and the earlier starting date partly accounts for the higher number of blog

posts in that language. Note, though, that the response rate (bloggers reached out to compared to the number who

posted) was highest in Spanish, and only slightly lower in Portuguese than English. We are continually working to

attune ourselves to the cultural norms specific to the blogosphere in each language, and aim to achieve similar or

higher results as we move into additional languages.

The charts below were created with SM2, an online conversation monitoring tool, and as you can see there was a

very low level of conversation surrounding XYZ prior to the start of our campaign. The dots represent the dates of

outreaches in English, Spanish, and Portuguese. The biggest spikes obviously surround the date of the press release

to Techcrunch. While there are dips in conversation, this graph illustrates the vastly-increased conversation around

XYZ during the past 5 months of our blogger and social media campaign. The great thing about these earned posts

and the internet in general is that the 110+ posts on May 7th

, for example, remain in the blogs, and in the search

engines, and will continue to be read on later dates. Unlike paid media, which disappears the minute you stop

paying the fees, earned media continues to be seen by millions long after the initial date of posting.

XYZ, Inc.

Campaign Report


, 2009

SM2 also allows us to show you the geographical spread of messaging resulting from our outreaches. The maps

below show the locations these posts came from around the world. While not 100% accurate (because the tool uses

IP addresses to gather these stats, and one’s IP address does not always correspond to one’s home country), it is

interesting to note. The larger “push pins” represent more conversation:

XYZ, Inc.

Campaign Report


, 2009

Please note that the blog post numbers cited in this report only refer to those for which we feel we can take direct

credit, because we tracked the blogger’s response to our outreach and noted the resulting post. If you search on

“XYZ” in Google Blog search, limiting the search to begin from the first day of our work with you, you will get

results ranging around 10,500. While some of these are independently generated, many more are certainly a result

of growth of discussion about XYZ that has grown organically –and dramatically - since we began our work with

you a few months ago. In other words, for every blog post we feel we can claim direct credit for, it is likely that an

order of magnitude more were written only because the blogger was initially exposed to XYZ by reading another

posting which resulted from our work.

XYZ Twitter Campaigns

We have established daily twittering in all three initial languages, and will maintain those accounts for you in the

months to come. As we recently agreed, our Twitter strategy for English and Portuguese has just begun to feature

an XYZ cool item of the day. We anticipate that will generate even more interest in XYZ tweets. Currently, the

XYZ multilingual Twitter campaigns have resulted in some very impressive followings in the current 3 languages:

XYZ_Espanol:

XYZ, Inc.

Campaign Report


, 2009

XYZ_Portuguese:

In conclusion, we are very happy with the way this campaign is going and look forward to continuing to grow the

languages we are currently working in addition to building the Russian and Polish campaigns of XYZ as we move

forward. If you have any questions about any information presented please let me know.

The Abraham & Harrison Team

XYZ, Inc.

Campaign Report


, 2009

Dan Krueger, Director of Client Services – [email protected]

Chris Abraham, COO – [email protected]

Mark Harrison, CEO – [email protected]

Sara Wilson, Director of Business Development - [email protected]

XYZ, Inc.

Campaign Report


, 2009

Appendix A:

XYZ Techcrunch Mentions:

In the original report, all 316 URLs were listed here for the client’s review. They have been

redacted from this version because they would identify the client.

XYZ, Inc.

Campaign Report


, 2009

Appendix B:

English Message Models –

Redacted because they are too specific to the client.

Abraham Harrison "Xyz, Inc." Sample Report

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