Influencer Marketing
Who Am I?Co-author of The Art of SEOPresident of Stone Temple Consulting  25+ person SEO and PPC firmTrainer for Instant E...
Does Your Anchor Text Look Like This?          6% 12%    10%                    11%  11%   13%            23%          14%...
Or, Like This?Domain   Brand Name          @stonetemple / +Eric Enge
Social – SEO Synergy              Shared on              Google+            Helps Drive            New Circlers,          ...
The Synergy We Are Looking For                                      (Influencers)                                       (S...
Links You Won’t Get•   Bad Anchor Text Mix•   Article directories•   Low value directories•   Blog and forum comments•   L...
The Influencer Audience Factor       YOU                         INFLUENCER    Your Reach                     Their Reach ...
The Influencer Trust Factor                                    20 Shares                                    10 Links      ...
Creating Trust in One Relationship               Personal Interaction                      Give Back       Value To Others...
Likelihood to Share Formula                                 +                      +                                     Q...
Creating ImpressionsDirect Outreach            Potential Linker          @stonetemple / +Eric Enge
Relationship Building PyramidHigher                                  HigherEffort                                  Value  ...
Summary• Reach linkers by multiple channels  – Create great content  – Strong social media presences  – Guest posting  – D...
Case Study -                             The                        Importance of                         Opportunism@ston...
How it started• Feb/Mar 2005: Went to SES NY• Sat in on this panel:               @stonetemple / +Eric Enge
Methodology• Sat in the Front row• First up to speak to Matt Cutts• Had something interesting to say each time• Rinse and ...
November 2006  @stonetemple / +Eric Enge
First One In@stonetemple / +Eric Enge
Still Ranks (Web Analytics Report)                                       #9           @stonetemple / +Eric Enge
Another Event …  @stonetemple / +Eric Enge
Guess WhoOffered to Write for  SEW?             @stonetemple / +Eric Enge
Think an Endorsement by Matt Cutts             Helped?           @stonetemple / +Eric Enge
Started in February 2007      @stonetemple / +Eric Enge
SES Chicago December 2008• Got asked to help  write a book• Asked by Stephan  Spencer and Rand  Fishkin• Published Novembe...
July 2011 Interview with Tiffany             Oberoi          @stonetemple / +Eric Enge
An Influencer Said Something Nice             About it            @stonetemple / +Eric Enge
Search on Reconsideration Requests                                       #4!           @stonetemple / +Eric Enge
Interview with Peter Norvig        @stonetemple / +Eric Enge
Influencer Tweet3.8 Million Followers!    @stonetemple / +Eric Enge
An “Event” (Peter Norvig Interview)             @stonetemple / +Eric Enge
@stonetemple / +Eric Enge
Influencer Marketing    @stonetemple / +Eric Enge
Blog                             with                            Quality                            Content@stonetemple / ...
Lots of                            Guest                             Posts@stonetemple / +Eric Enge
Strong Twitter Presence      @stonetemple / +Eric Enge
Solid                            Facebook                            Presence@stonetemple / +Eric Enge
Basic Strategy• Post great content: 3 to 4 times per week  – 2/3 of the posts are from guest authors• Guest Post on other ...
Top Anchor   Text             @stonetemple / +Eric Enge
Sample Results•   http://blog.kissmetrics.com/color-psychology/•   681 links from unique domains•   7,983 tweets•   4k Lik...
Thank You!Eric Engeeenge@stonetemple.com@stonetemple+Eric Enge(508) 485-7751www.stonetemple.com
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Sempo Atlanta - Stonetemple Consulting - Influencer Marketing - 06-24-12

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Eric Enge presentation to SEMPO Atlanta June 24, 2012

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Sempo Atlanta - Stonetemple Consulting - Influencer Marketing - 06-24-12

  1. 1. Influencer Marketing
  2. 2. 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
  3. 3. Does Your Anchor Text Look Like This? 6% 12% 10% 11% 11% 13% 23% 14% @stonetemple / +Eric Enge
  4. 4. Or, Like This?Domain Brand Name @stonetemple / +Eric Enge
  5. 5. Social – SEO Synergy Shared on Google+ Helps Drive New Circlers, Shares, +1sTraffic, Links, and New Subscribers @stonetemple / +Eric Enge
  6. 6. The Synergy We Are Looking For (Influencers) (Sharing) (Your Stuff) @stonetemple / +Eric Enge
  7. 7. 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
  8. 8. The Influencer Audience Factor YOU INFLUENCER Your Reach Their Reach @stonetemple / +Eric Enge
  9. 9. The Influencer Trust Factor 20 Shares 10 Links 20,000 Connections 100 Shares 50 Links 20,000 Connections @stonetemple / +Eric Enge
  10. 10. Creating Trust in One Relationship Personal Interaction Give Back Value To Others @stonetemple / +Eric Enge
  11. 11. Likelihood to Share Formula + + Quality Content = Visibility RelevanceShare Rate Trust in + Author/ + Referrer Unique Content + @stonetemple / +Eric Enge
  12. 12. Creating ImpressionsDirect Outreach Potential Linker @stonetemple / +Eric Enge
  13. 13. Relationship Building PyramidHigher HigherEffort Value @stonetemple / +Eric Enge
  14. 14. 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
  15. 15. Case Study - The Importance of Opportunism@stonetemple / +Eric Enge
  16. 16. How it started• Feb/Mar 2005: Went to SES NY• Sat in on this panel: @stonetemple / +Eric Enge
  17. 17. 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
  18. 18. November 2006 @stonetemple / +Eric Enge
  19. 19. First One In@stonetemple / +Eric Enge
  20. 20. Still Ranks (Web Analytics Report) #9 @stonetemple / +Eric Enge
  21. 21. Another Event … @stonetemple / +Eric Enge
  22. 22. Guess WhoOffered to Write for SEW? @stonetemple / +Eric Enge
  23. 23. Think an Endorsement by Matt Cutts Helped? @stonetemple / +Eric Enge
  24. 24. Started in February 2007 @stonetemple / +Eric Enge
  25. 25. SES Chicago December 2008• Got asked to help write a book• Asked by Stephan Spencer and Rand Fishkin• Published November 2009 @stonetemple / +Eric Enge
  26. 26. July 2011 Interview with Tiffany Oberoi @stonetemple / +Eric Enge
  27. 27. An Influencer Said Something Nice About it @stonetemple / +Eric Enge
  28. 28. Search on Reconsideration Requests #4! @stonetemple / +Eric Enge
  29. 29. Interview with Peter Norvig @stonetemple / +Eric Enge
  30. 30. Influencer Tweet3.8 Million Followers! @stonetemple / +Eric Enge
  31. 31. An “Event” (Peter Norvig Interview) @stonetemple / +Eric Enge
  32. 32. @stonetemple / +Eric Enge
  33. 33. Influencer Marketing @stonetemple / +Eric Enge
  34. 34. Blog with Quality Content@stonetemple / +Eric Enge
  35. 35. Lots of Guest Posts@stonetemple / +Eric Enge
  36. 36. Strong Twitter Presence @stonetemple / +Eric Enge
  37. 37. Solid Facebook Presence@stonetemple / +Eric Enge
  38. 38. 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
  39. 39. Top Anchor Text @stonetemple / +Eric Enge
  40. 40. 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
  41. 41. Thank You!Eric Engeeenge@stonetemple.com@stonetemple+Eric Enge(508) 485-7751www.stonetemple.com
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