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

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-TrainingFounder of Web Site Publishing Companies @stonetemple +Eric Enge @stonetemple / +Eric Enge

Does Your Anchor Text Look Like This? 6% 12% 10% 11% 11% 13% 23% 14% @stonetemple / +Eric Enge

Or, Like This?Domain Brand Name @stonetemple / +Eric Enge

Social – SEO Synergy Shared on Google+ Helps Drive New Circlers, Shares, +1sTraffic, Links, and New Subscribers @stonetemple / +Eric Enge

The Synergy We Are Looking For (Influencers) (Sharing) (Your Stuff) @stonetemple / +Eric Enge

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

The Influencer Audience Factor YOU INFLUENCER Your Reach Their Reach @stonetemple / +Eric Enge

The Influencer Trust Factor 20 Shares 10 Links 20,000 Connections 100 Shares 50 Links 20,000 Connections @stonetemple / +Eric Enge

Creating Trust in One Relationship Personal Interaction Give Back Value To Others @stonetemple / +Eric Enge

Likelihood to Share Formula + + Quality Content = Visibility RelevanceShare Rate Trust in + Author/ + Referrer Unique Content + @stonetemple / +Eric Enge

Creating ImpressionsDirect Outreach Potential Linker @stonetemple / +Eric Enge

Relationship Building PyramidHigher HigherEffort Value @stonetemple / +Eric Enge

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

Case Study - The Importance of Opportunism@stonetemple / +Eric Enge

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 Repeat for every search conference Matt went to in 2005• Met many other major influencers at those conferences too! @stonetemple / +Eric Enge

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 November 2009 @stonetemple / +Eric Enge

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 / +Eric Enge

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 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

Top Anchor Text @stonetemple / +Eric Enge

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

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

by Eric Enge on Aug 05, 2012

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