Sempo Atlanta - Stonetemple Consulting - Influencer Marketing - 06-24-12
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Transcript of Sempo Atlanta - Stonetemple Consulting - Influencer Marketing - 06-24-12
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Influencer Marketing
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Who Am I?
Co-author of The Art of SEOPresident of Stone Temple Consulting
25+ person SEO and PPC firmTrainer for Instant E-TrainingFounder of Web Site Publishing Companies
@stonetemple+Eric Enge
@stonetemple / +Eric Enge
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Does Your Anchor Text Look Like This?
@stonetemple / +Eric Enge
12%
11%
23%14%
13%
11%
10%6%
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Or, Like This?
Brand Name
Domain
@stonetemple / +Eric Enge
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Shared onGoogle+
Traffic, Links, and New Subscribers
Helps DriveNew Circlers,Shares, +1s
Social – SEO Synergy
@stonetemple / +Eric Enge
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The Synergy We Are Looking For
(Influencers)
(Your Stuff)
@stonetemple / +Eric Enge
(Sharing)
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Links You Won’t Get• Bad Anchor Text Mix• Article directories• Low value directories• Blog and forum comments• Link networks• Wordpress themes• Reciprocal links• Sites that do not care about content quality
@stonetemple / +Eric Enge
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YOU INFLUENCER
The Influencer Audience Factor
Your Reach Their Reach
@stonetemple / +Eric Enge
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The Influencer Trust Factor
20,000 Connections
20,000 Connections
20 Shares
10 Links
100 Shares
50 Links
@stonetemple / +Eric Enge
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Personal Interaction
Creating Trust in One Relationship
Give Back
Value To Others
@stonetemple / +Eric Enge
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RelevanceVisibility
Likelihood to Share Formula
Share Rate
Unique Content
Quality Content
Trust inAuthor/Referrer
=
+ +
+
+ +
@stonetemple / +Eric Enge
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Direct Outreach
Creating Impressions
Potential Linker
@stonetemple / +Eric Enge
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Relationship Building Pyramid
HigherEffort
HigherValue
@stonetemple / +Eric Enge
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Summary
• Reach linkers by multiple channels– Create great content– Strong social media presences– Guest posting– Don’t be afraid to hit the road
• Channels / Tactics change over time– Need to reach influencers does not
@stonetemple / +Eric Enge
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Case Study - The
Importance of Opportunism
@stonetemple / +Eric Enge
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How it started
• Feb/Mar 2005: Went to SES NY• Sat in on this panel:
@stonetemple / +Eric Enge
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Methodology
• Sat in the Front row• First up to speak to Matt Cutts• Had something interesting to say each time• Rinse and Repeat for every search conference
Matt went to in 2005• Met many other major influencers at those
conferences too!
@stonetemple / +Eric Enge
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November 2006
@stonetemple / +Eric Enge
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First One In
@stonetemple / +Eric Enge
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Still Ranks (Web Analytics Report)
#9
@stonetemple / +Eric Enge
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Another Event …
@stonetemple / +Eric Enge
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Guess Who Offered to Write for
SEW?
@stonetemple / +Eric Enge
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Think an Endorsement by Matt Cutts Helped?
@stonetemple / +Eric Enge
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Started in February 2007
@stonetemple / +Eric Enge
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SES Chicago December 2008
• Got asked to help write a book
• Asked by Stephan Spencer and Rand Fishkin
• Published November 2009
@stonetemple / +Eric Enge
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July 2011 Interview with Tiffany Oberoi
@stonetemple / +Eric Enge
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An Influencer Said Something Nice About it
@stonetemple / +Eric Enge
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Search on Reconsideration Requests
#4!
@stonetemple / +Eric Enge
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Interview with Peter Norvig
@stonetemple / +Eric Enge
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Influencer Tweet
3.8 Million Followers!
@stonetemple / +Eric Enge
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An “Event” (Peter Norvig Interview)
@stonetemple / +Eric Enge
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@stonetemple / +Eric Enge
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Influencer Marketing
@stonetemple / +Eric Enge
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Blog with
Quality Content
@stonetemple / +Eric Enge
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Lots of Guest Posts
@stonetemple / +Eric Enge
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Strong Twitter Presence
@stonetemple / +Eric Enge
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Solid Facebook Presence
@stonetemple / +Eric Enge
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Basic Strategy
• Post great content: 3 to 4 times per week– 2/3 of the posts are from guest authors
• Guest Post on other sites: 3 to 5 times per week
• Always building relationships with influencers• Great content on Twitter and Facebook• Promote posts on Twitter and Facebook
@stonetemple / +Eric Enge
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Top Anchor Text
@stonetemple / +Eric Enge
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Sample Results• http://blog.kissmetrics.com/color-psychology/ • 681 links from unique domains• 7,983 tweets• 4k Likes
• http://blog.kissmetrics.com/science-of-social-timing-1/• 504 links from unique domains• 10,600 tweets• 1k Likes
• The site gets 200,000+ visitors per month
@stonetemple / +Eric Enge