Using Social Media to Build Killer Links
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Using Social Media to Build Killer Links

  • 3,672 views
Uploaded on

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

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

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
3,672
On Slideshare
2,498
From Embeds
1,174
Number of Embeds
4

Actions

Shares
Downloads
15
Comments
0
Likes
1

Embeds 1,174

http://www.techwyse.com 1,160
http://pinterest.com 10
http://webcache.googleusercontent.com 3
http://popsplode.com 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. How Social Media Drives Killer Links +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  • 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. #1!+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  • 4. The Value of InfluencersYour Reach Their Reach +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  • 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. Influencer Summary +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  • 7. Creating Trust in One Relationship Personal Interaction Give Back Value to Others +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  • 8. Relationship Building Pyramid 1 on 1Higher Meeting HigherEffort Meetups Value Blogging LinkedIn Twitter Facebook +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  • 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. 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. Creating Impressions Direct Outreach • Media Sites • Individual InfluencersBroadcast Potential Linker Shares +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  • 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. Case Study 1+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  • 14. +Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  • 15. +Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  • 16. Influencer Marketing +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  • 17. Blog with Quality Content+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  • 18. Lots of Guest Posts+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  • 19. Strong Twitter Presence +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  • 20. Solid Facebook Presence+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  • 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. 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. Case Study 2+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  • 24. +Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  • 25. +Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  • 26. Influencer Marketing +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  • 27. Blog with Great Content+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  • 28. Gives Interviews+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  • 29. +Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  • 30. Strong Facebook Presence+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  • 31. Google+ Too+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  • 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. Sample Results +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  • 34. Case Study 3 The Importance of Opportunism+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  • 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. How it started• Feb/Mar 2005: Went to SES NY• Sat in on this panel: +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  • 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. November 2006 +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  • 39. First One In+Eric Enge / @stonetemple© 2012 Stone Temple Consulting
  • 40. Still Ranks (Web Analytics Report) #9 +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  • 41. Another Event … +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  • 42. Guess Who Offered to Write for SEW? +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  • 43. SES Chicago December 2008• Got asked to help write a book• Published November 2009 +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  • 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. Results• Strong Influencer relationships• Good overall visibility• Business size quintupled over two years +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  • 46. Missed Opportunities• No social media leverage• Ramblings About SEO Blog lost steam +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  • 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. Interview with Tiffany Oberoi +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  • 49. An Influencer Said Something Nice About it +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  • 50. Search on Reconsideration Requests #4! +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  • 51. Interview with Peter Norvig +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  • 52. Influencer Tweet3.8 Million Followers! +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  • 53. An “Event” (Peter Norvig Interview) +Eric Enge / @stonetemple © 2012 Stone Temple Consulting
  • 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