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?

@stonetemple / +Eric Enge

12%

11%

23%14%

13%

11%

10%6%

Or, Like This?

Brand Name

Domain

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Shared onGoogle+

Traffic, Links, and New Subscribers

Helps DriveNew Circlers,Shares, +1s

Social – SEO Synergy

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The Synergy We Are Looking For

(Influencers)

(Your Stuff)

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(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

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The Influencer Trust Factor

20,000 Connections

20,000 Connections

20 Shares

10 Links

100 Shares

50 Links

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Personal Interaction

Creating Trust in One Relationship

Give Back

Value To Others

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RelevanceVisibility

Likelihood to Share Formula

Share Rate

Unique Content

Quality Content

Trust inAuthor/Referrer

=

+ +

+

+ +

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Direct Outreach

Creating Impressions

Potential Linker

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Relationship Building Pyramid

HigherEffort

HigherValue

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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

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How it started

• Feb/Mar 2005: Went to SES NY• Sat in on this panel:

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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!

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November 2006

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First One In

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Still Ranks (Web Analytics Report)

#9

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Another Event …

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Guess Who Offered to Write for

SEW?

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Think an Endorsement by Matt Cutts Helped?

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Started in February 2007

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SES Chicago December 2008

• Got asked to help write a book

• Asked by Stephan Spencer and Rand Fishkin

• Published November 2009

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July 2011 Interview with Tiffany Oberoi

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An Influencer Said Something Nice About it

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Search on Reconsideration Requests

#4!

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Interview with Peter Norvig

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Influencer Tweet

3.8 Million Followers!

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An “Event” (Peter Norvig Interview)

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Influencer Marketing

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Blog with

Quality Content

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Lots of Guest Posts

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Strong Twitter Presence

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Solid Facebook Presence

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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

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Top Anchor Text

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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