SearchLeeds, Kirsty Hulse 'How to make friends and (influence people) get links'

•

1 like•506 views

This document provides tips and strategies for getting links and influencing people in order to be successful. It emphasizes pitching ideas using questions, using simple language to sound smart, giving surveys to people who care about the topic, citing sources, playing to people's egos, and learning from past outreach mistakes to improve future efforts. The overall message is that people can be predicted and trained, and success relies on effectively engaging with others.

Marketing

䠀伀圀吀伀䴀䄀䬀䔀䘀刀䤀䔀一䐀匀䄀一䐀䤀一䘀䰀唀䔀一䌀䔀倀䔀伀倀䰀䔀䜀䔀吀䰀䤀一䬀匀
眀椀琀栀䬀椀爀猀琀礀䠀甀氀猀攀昀爀漀洀䴀愀渀礀洀椀渀搀猀

HOW TO MAKE FRIENDS AND INFLUENCE PEOPLE
GET LINKS.

Kirsty Hulse @kirsty_hulse
Founder @manym1nd5
I really really really love links

Clients say no to our ideas
We can’t get good data
Experts won’t collaborate
Our emails don’t get replies
We get coverage but not links

WE RELY ON PEOPLE, AND PEOPLE CAN BE
PREDICTED AND TRAINED

http://www.fastcompany.com/3052242/how-to-be-a-success-at-everything/the-secret-to-sounding-smart-using-simple-language
QUIT THE
JARGON

POLLFISH ARE AWESOME
REALLY AWESOMELIKE, I DON’T EVEN REALLY WANT TO BE TELLING YOU THIS AWESOME

0
2
4
6
8
10
12
14
16
11/04/2016 12/04/2016 13/04/2016 14/04/2016 15/04/2016 16/04/2016 17/04/2016 18/04/2016
EMAIL RESPONSES

USE ‘EMBARGOS’ AND PRE SELL
USE SEXY LANGUAGE LIKE
EMBARGO AND EXCLUSIVE
http://www.blastmedia.com/2013/03/24/pr-terms/

Total campaign time and cost =
2 days
Average position for keyword
group 9 to 6
Over 6000 social shares

WHAT I SHOULD HAVE DONE
Gone to national press first and tried to negotiate an exclusive
Pitched the idea over the phone (!)
Had the stats on site as opposed to the press release to encourage more links
Outreach to sites that had already covered similar stories
Had more data points on why Scotland
Partnered with Scotland bloggers for photos and imagery

https://www.youtube.com/watch?v=Kijm1bdY1Kc

Hiring good people can be hard. Keeping good people can be hard. It’s made easier though if you can set your company apart as a place that people want to work at. But how do you make the community aware that that’s the case? Developer evangelists typically evangelise products to developers, but what if the thing you’re trying to sell is the team itself? How can you get your entire team sharing with the community what you’ve built and how you work? This talk will examine why you should evangelise your team from an individual, team and community perspective, and give concrete examples of how to encourage your team to do so.

What I Learnt From Event Organising

Melinda Seckington

Learn Reflect Repeat

Melinda Seckington

As developers, we’re constantly learning: whether it’s figuring out how to solve new problems and bugs, or focusing on new skills and knowledge to apply to our work. At FutureLearn, we reflect our company mission of providing the best learning experiences to everyone, within the way we work as well. We have a culture of learning and supporting each other, encouraging everyone to pursue the skills they want to have. This talk will help you make learning a more integral part of your processes, and explain how to run internal events, like hackdays and lightning talks, to support this. See the video of the talk here: https://vimeo.com/139069166

MozCon Tools Change, People Don't: Empathy-Driven Marketing

Ashley Greene

Listening to Visitors - Research Findings on Mobile Content

Frankly, Green + Webb

What kind of mobile content is most engaging for museum visitors? And what impact does it have? There is surprisingly little research data on this question. This is a presentation that looks into both of these questions and provides principles for designing audioguide content that really works for visitors. Conference paper available here: http://mw2014.museumsandtheweb.com/paper/listening-to-visitors-research-findings-on-mobile-content/

Plumbers vs Persuaders. Martech is Only Half the Story

Martech Alliance

#FIRMday Manchester - 15th October - Reed.co.uk

Emma Mirrington

This session is dedicated to the possibility that professionals can greatly increase the value they provide to their customers if they hone their skills at asking better, more effective questions. Developing an enhancing this skill is not easy because it requires us to rethink the paradigms and prejudices of the past. If you would like to contribute to a conversation about this topic, please join Ed Kless, Sage senior director of partner development and strategy.

Staff engagement and Bob Dylan (the times they are a-changin)

Innovation Agency

Connecting with Camp Families Year-Round

Matt Ragland

RISD Mindshare Presentation October 2013: How to Improve the World Through Di...Jeffrey Engler

How do we become the Monzo of the charity sector?

CharityComms

Appreciative inquiry and the art of interviewing

Katherine Brown-Hoekstra

Most things that we do, professionally and personally, require us to obtain information and cooperation from the people around us. One of the keys to getting the information or cooperation is the ability to ask the right questions and to analyze the current situation in light of where you want to be. This interactive workshop will discuss principles of appreciative inquiry and provide a safe place to practice these skills. Note: I plan to turn this into a 4-hour workshop.

Why is this so hard? Understanding Design Challenges - Adam Connor & Magga Do...

Mad*Pow

Always On: Running Your Business in Real Time

Marissa Latshaw

Indiana Society of Association Executives Keynote July 23, 2014

Ed Schipul

http://www.isae.org/2014-convention/speakers-sessions/afternoon-keynote/ Crowd Sourcing Information From Your Members Wednesday, July 23 – 1:15pm-2:15pm By tapping into the wisdom of your membership through crowdsourcing, you could have access to an almost unlimited supply of ideas for getting your association’s message across on your website. Not only that, but crowdsourcing could enable you to disseminate your messages to a larger number of current and potential members. Members who are involved in content have more ownership and are more likely to share that content with their own networks. Ed Schipul will take the audience through the fundamentals of how to use crowdsourcing to give a boost to their organization’s website content. He’ll give practical tips on: -How to recruit and maintain guest contributors, bloggers and photographers -The best ways to collect stories from members and turn them into content -How to use your people on video to tell your story (i.e. volunteers, board) -Using social media to collect ideas/stories -Maintaining an editorial calendar and accountability Throughout the presentation, Schipul will provide plenty of real-word examples of how crowdsourcing works to use the wisdom of your membership to disseminate your message. The audience will learn: -How leveraging content from members, or “crowdsourcing,” can make their job easier. -How crowdsourcing encourages members to share their association’s message. -Best practices for recruiting and maintaining guest contributors, bloggers and photographers. -Best practices for collecting stories from members and turning them into content. -Best practices for featuring their members on video to tell your association’s story. -How to use social media to collect ideas and stories. -How to maintain an editorial calendar and accountability. Keynote Presenter: Ed Schipul, CEO of Tendenci

Giving away 6 million is harder than you think - SXSW V2V Presentation

Ed Schipul

SXSW V2V Presentation in Las Vegas 2014 http://schedule.sxswv2v.com/events/event_V2VP29570 After 15 years running a successful business, Ed Schipul released the source code for his proprietary software, Tendenci, to the world. Foreseeing the impact the cloud, mobile, and GIS, Ed knew he had to change his business model or become irrelevant. Open source was the path to future sustainability and innovation. There were however, seemingly insurmountable challenges. Tendenci 5, the first open source CMS platform for nonprofit organizations, had to be completely rewritten from .Net, ASP and SQL to Python, Django and PostgreSQL. From Github to cloud software, he had to choose all the tools to put in place to support his rewritten product and new architecture. See more at: http://schedule.sxswv2v.com/events/event_V2VP29570#sthash.SM08HnZT.dpuf

BlogWell Atlanta Case Study: NCR Corporation, presented by Colleen Swanger

SocialMedia.org

Making Content Marketing More Efficient - #mozcon 2014 by @staceycav

Stacey MacNaught

A&B2019 Mobbing for Learning!

sparkagility

Brighton SEO 2014 - How Paid Traffic Can (and should) Enhance Search Campaigns

Matt Beswick

How to write an internal communication strategy

Rachel Miller

Letter of Recommendation for Drew KennyDrew Kenney

Future of work (Are you Ready)

Aalok Gupta

This ppt is a part of my seminar, video is uploaded here > AI, Big Data, Machine learning… these are big words but are you aware what is happening? Most importantly are you ready for what's coming? If not, the future is scary. If yes, the future is exciting! In this project, I try to condense the overwhelming amount of data and information available on the future of work into a 20 minutes digestible talk. This is based on my 2 years of experience of leading Agile transformations and 6 months of research on the Future of Work. Clearly, only this will not get you ready but I promise you that it will get you started on the journey of embracing the 4th revolution. Which is not coming but it is already 'here.'

Future Read 365 blog

Christian Gray

Triangle SMC - 5 Attributes of a FANatical Salesperson

Meredith Oliver

Presented to the Triangle Sales and Marketing Council, this program addresses five of the most important attributes of the modern day salesperson. Professional sales and marketing speaker, Meredith Oliver, CSP, MIRM has fifteen years of experience in the home building industry. She is an author, speaker and founder of Meredith Communications, a digital marketing agency in Raleigh, NC. For more information about Meredith's speaking services visit MeredithSpeaks.com.

Personal Branding presentation for Accenture International Women's Day Event ...

The Digital Conversationalist

B3 Seminar: Social Media in the Financial Sector - Laura Crimmons & Fiona DunphyBranded3

B3 Seminar: Advanced Outreach & Niche Profiling - Joe GriffithsBranded3

What's hot

Shut up and eat your french fries: Asking Effective Questions

Ed Kless

Staff engagement and Bob Dylan (the times they are a-changin)

Innovation Agency

Connecting with Camp Families Year-Round

Matt Ragland

RISD Mindshare Presentation October 2013: How to Improve the World Through Di...Jeffrey Engler

How do we become the Monzo of the charity sector?

CharityComms

Appreciative inquiry and the art of interviewing

Katherine Brown-Hoekstra

Why is this so hard? Understanding Design Challenges - Adam Connor & Magga Do...

Mad*Pow

Always On: Running Your Business in Real Time

Marissa Latshaw

Indiana Society of Association Executives Keynote July 23, 2014

Ed Schipul

Giving away 6 million is harder than you think - SXSW V2V Presentation

Ed Schipul

BlogWell Atlanta Case Study: NCR Corporation, presented by Colleen Swanger

SocialMedia.org

Making Content Marketing More Efficient - #mozcon 2014 by @staceycav

Stacey MacNaught

A&B2019 Mobbing for Learning!

sparkagility

Brighton SEO 2014 - How Paid Traffic Can (and should) Enhance Search Campaigns

Matt Beswick

How to write an internal communication strategy

Rachel Miller

Letter of Recommendation for Drew KennyDrew Kenney

Future of work (Are you Ready)

Aalok Gupta

Future Read 365 blog

Christian Gray

Triangle SMC - 5 Attributes of a FANatical Salesperson

Meredith Oliver

Personal Branding presentation for Accenture International Women's Day Event ...

The Digital Conversationalist

What's hot (20)

Shut up and eat your french fries: Asking Effective Questions

Staff engagement and Bob Dylan (the times they are a-changin)

Connecting with Camp Families Year-Round

RISD Mindshare Presentation October 2013: How to Improve the World Through Di...

How do we become the Monzo of the charity sector?

Appreciative inquiry and the art of interviewing

Why is this so hard? Understanding Design Challenges - Adam Connor & Magga Do...

Always On: Running Your Business in Real Time

Indiana Society of Association Executives Keynote July 23, 2014

Giving away 6 million is harder than you think - SXSW V2V Presentation

BlogWell Atlanta Case Study: NCR Corporation, presented by Colleen Swanger

Making Content Marketing More Efficient - #mozcon 2014 by @staceycav

A&B2019 Mobbing for Learning!

Brighton SEO 2014 - How Paid Traffic Can (and should) Enhance Search Campaigns

How to write an internal communication strategy

Letter of Recommendation for Drew Kenny

Future of work (Are you Ready)

Future Read 365 blog

Triangle SMC - 5 Attributes of a FANatical Salesperson

Personal Branding presentation for Accenture International Women's Day Event ...

Viewers also liked

B3 Seminar: Social Media in the Financial Sector - Laura Crimmons & Fiona DunphyBranded3

B3 Seminar: Advanced Outreach & Niche Profiling - Joe GriffithsBranded3

Figaro Multi Channel Marketing Seminar: Why You Should Let Your Customers Det...

Branded3

Content Marketing Masters: Guerrilla User Testing Content Marketing - Stephen...

Branded3

Analytics platforms give us an insight into how customers engage with content, but in order to understand why our content is working we need to go deeper with our users. We know that user signals are becoming more intrinsic to Google’s algorithms, but how do we influence users to do what we want on our website? Stephen discusses what we should be looking at and how we should be measuring it without the big budgets required for lab testing.

Content marketing in 2016 - #FigDigContent

Branded3

SearchLeeds, Ian williams 'Making the difference: shortcuts to success with c...

Branded3

Branded3's Best Reads

Branded3

SearchLeeds, Rob McGowan 'Audience analysis: How to understand your audience ...

Branded3

Rob McGowan discusses how to understand your audience and deliver better integrated campaigns. Rob leads the development of the analytics and data focussed propositions at Response One. Ex dunnhumby, Rob has worked with a variety of clients, all of whom were at different stages of the analytics maturity model with his focus being on ensuring insight is applied across the organisation to deliver the widest impact.

SearchLeeds, Alex Tachalova 'How to choose and use SEO tools as efficiently a...

Branded3

SearchLeeds, James Murray 'Anticipating the future: Voice and visual search'

Branded3

Viewers also liked (10)

B3 Seminar: Social Media in the Financial Sector - Laura Crimmons & Fiona Dunphy

B3 Seminar: Advanced Outreach & Niche Profiling - Joe Griffiths

Figaro Multi Channel Marketing Seminar: Why You Should Let Your Customers Det...

Content Marketing Masters: Guerrilla User Testing Content Marketing - Stephen...

Content marketing in 2016 - #FigDigContent

SearchLeeds, Ian williams 'Making the difference: shortcuts to success with c...

Branded3's Best Reads

SearchLeeds, Rob McGowan 'Audience analysis: How to understand your audience ...

SearchLeeds, Alex Tachalova 'How to choose and use SEO tools as efficiently a...

SearchLeeds, James Murray 'Anticipating the future: Voice and visual search'

Similar to SearchLeeds, Kirsty Hulse 'How to make friends and (influence people) get links'

Mozcon 2016 - Building Links in 2016

Kirsty Hulse

Assist Conference 2017

Practically Perfect PA

SearchLove Boston 2017 | Kirsty Hulse | Content Marketing: Work Less and Win ...

Andrew Tweddle

Upping your uq power with linked in v3 for sharingHeidi Pollard

Content Marketing: win less and get more by Kirsty Hulse at The Inbounder London

We Are Marketing

Engaged teams slide deck

Faith Wood

It’s no secret. Employees who feel they are valued and recognized for the work they do are more motivated, responsible, productive and loyal. In essence, when they love WHO they work for, they stop shopping their resume and become more committed to their leaders. So, how does today’s leader establish a dynamic, loyal and energized work environment? How do you determine what your employees want from you, particularly when you consider all those generational attitudinal factors? Speaker FAITH WOOD says - start by knowing your staff and determine what kind of environment they want to be a part of.

Trma gcep585-k nixon2013Kasey Nixon

Influence and impact beyond your role

Oscar Trimboli

SearchLove London 2017 | Kirsty Hulse | The Campaign Flop: What to do When Yo...

Distilled

140325 tesol v1Holly Duckworth

Staff Engagement & Bob Dylan - Kate Norman

Innovation Agency

PRFest - Friday, 15 June 2018

PRFest

The third Festival of Public Relations (PRFest) took place 14-15 June, 2018 in Edinburgh. It's the only event of its kind in the world. Practitioners travelled to Edinburgh to continue professional development, by learning, sharing, collaborating and networking. Friday's slides include: - Lucy-Rose Walker and Gayle Mann - entrepreneurial mindset - Emma Leech - Harnessing People Power in PR - (John Brown's PDF will be uploaded separately due to the files not being able to be integrated within powerpoint) - Andrew Bruce Smith - three sprints; Google Analytics, Data Studio and Tag Manager - Laura Sutherland (PRFest Founder) - Enterprise social networking - Betsy Reed - Communicating sustainability For information about PRFest visit www.prfest.co.uk

Pry 2015 03_05_slideshareOscar Trimboli

Influence and impact beyond your role

Oscar Trimboli

Gamifying Enterprise Social CollaborationThomas Hsu

Trma gcep585-k reilly-2013

Kevin R Reilly

Employee Engagement @Social MediaRakshita Dwivedi

It pays to coach your emerging leaders

Infor HCM

Building your talent base for the future is essential – especially with your emerging leaders. But do you know the best techniques to coach these high potential employees, or how to improve your coaching’s speed and effectiveness by using smart technologies and data sharing? In this webinar Infor’s Jason Taylor and Kenneth Fung share their proven methods for ensuring full motivation and engagement during coaching. They will also reveal how working with behaviors allows you to develop a common language and to focus on delivering results.

DisruptHR Denver, CO - August 21, 2014

Mary Faulkner

Did you attend the 2nd DisruptHR Denver event at Casselman's on August 21, 2014? Did you wish you had? These are the slides from all of the talented speakers who shared their insights about HR, Leadership, Branding...EVERYTHING disruptive and awesome. Speakers: Kurt Kraiger Michelle Marshall Chanelle Leslie Mel Torgusen Robert Archibold Dave Needham Meredith Masse Suzanne Tuien Luke Wykoff Noelle Oberg Mary Faulkner

Redefining Public Relations in Age of Social Media

Integrate

Every day a new gizmo, platform, website, app or social network is announced to supposedly help us to better connect, work, and interact- but.. how do these all work together and which are the best ones to use to actually make money? Allie Danziger, an expert in PR and Social Media, will talk about how to develop strategic communication solutions that make sense for your company. Allie Danziger and her company, Integrate Public Relations, specialize in helping brands and individuals differentiate and prevail by embracing change and integrating new and traditional tools in their communication mix. Her well-connected finger is constantly checking the pulse of today’s fast-paced social media and digital worlds, always searching for the next big thing that can help their clients grow and flourish. As a sought-after social media expert, Allie travels extensively, delivering her insight and unique perspectives to audiences across the nation. This young business owner has established unique management, leadership and business development skills while creating quite a niche in the industry for creating strategically “integrated” communications campaigns. Allie Herzog Danziger is a thriving entrepreneur, contributing to the Houston economy and community each day.

Similar to SearchLeeds, Kirsty Hulse 'How to make friends and (influence people) get links' (20)

Mozcon 2016 - Building Links in 2016

Assist Conference 2017

SearchLove Boston 2017 | Kirsty Hulse | Content Marketing: Work Less and Win ...

Upping your uq power with linked in v3 for sharing

Content Marketing: win less and get more by Kirsty Hulse at The Inbounder London

Engaged teams slide deck

Trma gcep585-k nixon2013

Influence and impact beyond your role

SearchLove London 2017 | Kirsty Hulse | The Campaign Flop: What to do When Yo...

140325 tesol v1

Staff Engagement & Bob Dylan - Kate Norman

PRFest - Friday, 15 June 2018

Pry 2015 03_05_slideshare

Influence and impact beyond your role

Gamifying Enterprise Social Collaboration

Trma gcep585-k reilly-2013

Employee Engagement @Social Media

It pays to coach your emerging leaders

DisruptHR Denver, CO - August 21, 2014

Redefining Public Relations in Age of Social Media

More from Branded3

The guardian angels and the deadly sins of ecommerce SEO - Dan Saunders - Pin...

Branded3

Fast and accurate SEO reporting and diagnostics with Google Analytics - Cardi...

Branded3

SearchLeeds 2018 - Chris Rowett - Supercharging google shopping

Branded3

SearchLeeds 2018 - Emma Barnes - Branded3 - Analytics Tracking: or how I lear...

Branded3

SearchLeeds 2018 - Hannah Mckie - PLAs: Small company or large, everyone has ...

Branded3

SearchLeeds 2018 - Lexi Mills - Shift6 - Advanced integrated influence strate...

Branded3

SearchLeeds 2018 - Luke Carthy - How to optimise the s*** out of your interna...

Branded3

SearchLeeds 2018 - Kelvin Newman - Rough Agenda - Three practical (and invent...

Branded3

SearchLeeds 2018 - Anu Adegbola - MindSwan - Adwords Script Automation and th...

Branded3

SearchLeeds 2018 - Jon Greenhalgh & Sam Wright - Edit & Branded3 - How to del...

Branded3

SearchLeeds 2018 - Elizabeth Clark - Dream Agility - The future of Shopping

Branded3

Undoubtedly, Google’s fastest growing product, Shopping, is one of the hardest products to master cost effectively. And it’s getting harder by the day as Google encourages more and more retailers on to it, by offering a new automated shopping solution. Where does that leave you as an agency or as an in-house practitioner? How can you protect yourself from automation and your campaigns from spiralling costs and competition? Find out how Google’s top industry trends such as increasing walled gardens, shift to transaction-based ad formats and machine learning can work to your advantage rather than against you.

John Rowley - Ferrero - Creating a data-driven customer journey with personas...

Branded3

Fili Weise - SearchLeeds 2018 - Structured data explained

Branded3

Want to know how and which structured data to implement on your website? This no-hype session focuses on SEO tips that will help you move the needle. No complex theory but highly actionable SEO tips. This session will have SEO tips for all levels of experience. Join ex-Google engineer Fili Wiese to learn all about structured data and how to make it work for you and avoid common pitfalls. Having programmed websites and Google internal tools, Fili Wiese is the go-to guy when it comes to technical and international SEO.

SearchLeeds 2018 - Craig Campbell - How to fix the most common technical SEO ...

Branded3

SearchLeeds 2018 - Matt Holmes - Distrelec - The International Paid Search Pl...

Branded3

SearchLeeds 2018 - Oliver Brett - Screaming Frog

Branded3

SEOs are great at optimising sites for search engines, but they don’t always know what’s great for users. With an ever increasing focus from search engines on the abstract concept of ‘quality’ sites in competitive markets need every advantage they can get to rank higher. User testing is a vital component of a meaningful UX review, and user feedback can be essential in sussing out where, what, and why a site ‘feels’ bad. It’s how you take audits beyond just checking off technical best practices. Hobbits aren’t super powerful or especially wise, but sometimes you need them in your fellowship to get the job done.

SearchLeeds 2018 - Julia Logan - Irish Wonder - How to audit your site for se...

Branded3

Nobody likes a site with security issues – neither Google nor your visitors. (Hackers do but you probably don’t want to make their life easier at your expense, do you?) Making sure your site is secure can save you a lot of headache. Luckily, you don’t have to be an InfoSec whiz to do it – find out about some simple checks you could incorporate into your regular onsite audits to help make your site more secure.

SearchLeeds 2018 - Holly Ellwood - Receptional - What’s new in PPC?

Branded3

SearchLeeds 2018 - Rachel Costello - DeepCrawl - Stop confusing search engin...

Branded3

Are you sending mixed signals to Google? When canonicalisation, pagination, hreflang and mobile alternates aren’t implemented correctly, conflicting website signals will baffle search engines and leave them to make their own assumptions about your website and what’s important. In this talk, Rachel shares examples where a website’s signals can be ignored or overruled, leading to disastrous impacts on performance. Don’t leave anything to chance – be sure that the most important areas of your site are respected and given prioritisation when being indexed and shown to users.

SearchLeeds 2018 - David Freeman - Treatwell - Creating knockout on-site cont...

Branded3

More from Branded3 (20)