sempo atlanta - stonetemple consulting - influencer marketing - 06-24-12
DESCRIPTION
Eric Enge presentation to SEMPO Atlanta June 24, 2012TRANSCRIPT
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?
@stonetemple / +Eric Enge
12%
11%
23%14%
13%
11%
10%6%
Or, Like This?
Brand Name
Domain
@stonetemple / +Eric Enge
Shared onGoogle+
Traffic, Links, and New Subscribers
Helps DriveNew Circlers,Shares, +1s
Social – SEO Synergy
@stonetemple / +Eric Enge
The Synergy We Are Looking For
(Influencers)
(Your Stuff)
@stonetemple / +Eric Enge
(Sharing)
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
YOU INFLUENCER
The Influencer Audience Factor
Your Reach Their Reach
@stonetemple / +Eric Enge
The Influencer Trust Factor
20,000 Connections
20,000 Connections
20 Shares
10 Links
100 Shares
50 Links
@stonetemple / +Eric Enge
Personal Interaction
Creating Trust in One Relationship
Give Back
Value To Others
@stonetemple / +Eric Enge
RelevanceVisibility
Likelihood to Share Formula
Share Rate
Unique Content
Quality Content
Trust inAuthor/Referrer
=
+ +
+
+ +
@stonetemple / +Eric Enge
Direct Outreach
Creating Impressions
Potential Linker
@stonetemple / +Eric Enge
Relationship Building Pyramid
HigherEffort
HigherValue
@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 Who Offered 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 Tweet
3.8 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 [email protected]@stonetemple+Eric Enge(508) 485-7751www.stonetemple.com