How Social Media Drives Killer            Links         +Eric Enge / @stonetemple         © 2012 Stone Temple Consulting
The Synergy We Are Looking For                    Shared on                    Google+                 Helps Drive        ...
#1!+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
The Value of InfluencersYour Reach                                    Their Reach             +Eric Enge / @stonetemple   ...
The Influencer Conversion Bonus                                        20 Shares                                        10...
Influencer Summary    +Eric Enge / @stonetemple    © 2012 Stone Temple Consulting
Creating Trust in One Relationship                                   Personal                                   Interactio...
Relationship Building Pyramid                                  1 on 1Higher                          Meeting              ...
Likelihood to Share Formula    Share Rate =    Relevance *    Uniqueness of Content *    Quality of Content *    Trust in ...
Likelihood to Link Formula    Share Rate =    Relevance *    Uniqueness of Content *    Quality of Content *    Trust in A...
Creating Impressions            Direct Outreach                                                  • Media Sites            ...
Summary• Reach linkers by multiple channels  – Create great content  – Strong social media presences  – Guest posting  – D...
Case Study 1+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Influencer Marketing    +Eric Enge / @stonetemple    © 2012 Stone Temple Consulting
Blog                                  with                                 Quality                                 Content...
Lots of                                 Guest                                  Posts+Eric Enge / @stonetemple© 2012 Stone ...
Strong Twitter Presence      +Eric Enge / @stonetemple      © 2012 Stone Temple Consulting
Solid                                 Facebook                                 Presence+Eric Enge / @stonetemple© 2012 Sto...
Basic Strategy• Post great content: 3 to 4 times per week  – 2/3 of the posts are from guest authors• Guest Post on other ...
Sample Results•   http://blog.kissmetrics.com/color-psychology/•   681 links from unique domains•   7,983 tweets•   4k Lik...
Case Study 2+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Influencer Marketing    +Eric Enge / @stonetemple    © 2012 Stone Temple Consulting
Blog with                                   Great                                  Content+Eric Enge / @stonetemple© 2012 ...
Gives                                 Interviews+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Strong                                 Facebook                                 Presence+Eric Enge / @stonetemple© 2012 St...
Google+ Too+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Basic Strategy• Post great content: 1 post per day  – 3/4 of the posts are from guest authors• Always building relationshi...
Sample Results  +Eric Enge / @stonetemple  © 2012 Stone Temple Consulting
Case Study 3                                      The                                 Importance of                       ...
Issues ….• Started doing SEO in 2002   • Started building consulting biz in 2005   • LOTS of companies started way before ...
How it started• Feb/Mar 2005: Went to SES NY• Sat in on this panel:               +Eric Enge / @stonetemple               ...
Methodology• Front row• First up to speak to Matt Cutts• Rinse and Repeat for every search conference  Matt went to in 200...
November 2006 +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
First One In+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
Still Ranks (Web Analytics Report)                                            #9           +Eric Enge / @stonetemple      ...
Another Event …  +Eric Enge / @stonetemple  © 2012 Stone Temple Consulting
Guess Who Offered to Write for SEW?            +Eric Enge / @stonetemple            © 2012 Stone Temple Consulting
SES Chicago December 2008• Got asked  to help  write a  book• Published  November  2009              +Eric Enge / @stonete...
Assessment through 2010•   No Social Media activity•   Active Guest Posting (SEL, SEW, some SEOmoz)•   Active Speaking•   ...
Results• Strong Influencer relationships• Good overall visibility• Business size quintupled over two years                ...
Missed Opportunities• No social media leverage• Ramblings About SEO Blog lost steam               +Eric Enge / @stonetempl...
Restart• May 2011: Got Twitter going• May 2011: Restarted interview series• July 2011: Started leveraging Twitter to  supp...
Interview with Tiffany Oberoi        +Eric Enge / @stonetemple        © 2012 Stone Temple Consulting
An Influencer Said Something Nice             About it            +Eric Enge / @stonetemple            © 2012 Stone Temple...
Search on Reconsideration Requests                                            #4!           +Eric Enge / @stonetemple     ...
Interview with Peter Norvig       +Eric Enge / @stonetemple       © 2012 Stone Temple Consulting
Influencer Tweet3.8 Million Followers!    +Eric Enge / @stonetemple    © 2012 Stone Temple Consulting
An “Event” (Peter Norvig Interview)             +Eric Enge / @stonetemple             © 2012 Stone Temple Consulting
Thank You!Eric Engeeenge@stonetemple.com@stonetemple(508) 485-7751www.stonetemple.comFor a One Sheet SEO Checklist, email ...
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Using Social Media to Build Killer Links

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Discusses how influencers play a big role in social media link building. Includes 3 case studies of this working effectively.

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Using Social Media to Build Killer Links

  1. 1. How Social Media Drives Killer Links +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  2. 2. The Synergy We Are Looking For Shared on Google+ Helps Drive New Circlers, Shares, +1s Traffic, Links, and New Subscribers +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  3. 3. #1!+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  4. 4. The Value of InfluencersYour Reach Their Reach +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  5. 5. The Influencer Conversion Bonus 20 Shares 10 Links 20,000 Connections 100 Shares 50 Links 20,000 Connections +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  6. 6. Influencer Summary +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  7. 7. Creating Trust in One Relationship Personal Interaction Give Back Value to Others +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  8. 8. Relationship Building Pyramid 1 on 1Higher Meeting HigherEffort Meetups Value Blogging LinkedIn Twitter Facebook +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  9. 9. Likelihood to Share Formula Share Rate = Relevance * Uniqueness of Content * Quality of Content * Trust in Author * Visibility +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  10. 10. Likelihood to Link Formula Share Rate = Relevance * Uniqueness of Content * Quality of Content * Trust in Author * Trust in Referring Sources * Impressions +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  11. 11. Creating Impressions Direct Outreach • Media Sites • Individual InfluencersBroadcast Potential Linker Shares +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  12. 12. 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 +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  13. 13. Case Study 1+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  14. 14. +Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  15. 15. +Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  16. 16. Influencer Marketing +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  17. 17. Blog with Quality Content+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  18. 18. Lots of Guest Posts+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  19. 19. Strong Twitter Presence +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  20. 20. Solid Facebook Presence+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  21. 21. 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 +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  22. 22. 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 +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  23. 23. Case Study 2+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  24. 24. +Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  25. 25. +Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  26. 26. Influencer Marketing +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  27. 27. Blog with Great Content+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  28. 28. Gives Interviews+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  29. 29. +Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  30. 30. Strong Facebook Presence+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  31. 31. Google+ Too+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  32. 32. Basic Strategy• Post great content: 1 post per day – 3/4 of the posts are from guest authors• Always building relationships with influencers• Rand grants interviews on a regular basis• Great content on Twitter, Facebook, and Google+• Promote posts on Twitter, Facebook, and Google+ +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  33. 33. Sample Results +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  34. 34. Case Study 3 The Importance of Opportunism+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  35. 35. Issues ….• Started doing SEO in 2002 • Started building consulting biz in 2005 • LOTS of companies started way before us• Slow to start in social media• Limited time to spend: – Highly Involved in day to day company management – Company is growing in leaps and bounds – Also, run another business too …• Highly introverted personality• With these disadvantages, was it worth it? +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  36. 36. How it started• Feb/Mar 2005: Went to SES NY• Sat in on this panel: +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  37. 37. Methodology• Front row• First up to speak to Matt Cutts• Rinse and Repeat for every search conference Matt went to in 2005• Met many other major influencers at those conferences too! +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  38. 38. November 2006 +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  39. 39. First One In+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  40. 40. Still Ranks (Web Analytics Report) #9 +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  41. 41. Another Event … +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  42. 42. Guess Who Offered to Write for SEW? +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  43. 43. SES Chicago December 2008• Got asked to help write a book• Published November 2009 +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  44. 44. Assessment through 2010• No Social Media activity• Active Guest Posting (SEL, SEW, some SEOmoz)• Active Speaking• Published Art of SEO• Promising Interview Series went dormant – Because of demands of the book +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  45. 45. Results• Strong Influencer relationships• Good overall visibility• Business size quintupled over two years +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  46. 46. Missed Opportunities• No social media leverage• Ramblings About SEO Blog lost steam +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  47. 47. Restart• May 2011: Got Twitter going• May 2011: Restarted interview series• July 2011: Started leveraging Twitter to support the interviews +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  48. 48. Interview with Tiffany Oberoi +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  49. 49. An Influencer Said Something Nice About it +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  50. 50. Search on Reconsideration Requests #4! +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  51. 51. Interview with Peter Norvig +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  52. 52. Influencer Tweet3.8 Million Followers! +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  53. 53. An “Event” (Peter Norvig Interview) +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  54. 54. Thank You!Eric Engeeenge@stonetemple.com@stonetemple(508) 485-7751www.stonetemple.comFor a One Sheet SEO Checklist, email me, or drop off a business card +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
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