seo and influencer marketing - better together

WEBINAR:WEB PRESENCE ANALYTICS &

INFLUENCER MARKETING

Krista LaRiviere Cofounder & CEO, gShift Chris Keevill Cofounder & CEO, InNetwork

#SEOandInfluencers @Keevill @KristaLaRiviere @gShiftLabs

LET’S TALK ABOUT: 1.  gShift & InNetwork Acquisition News

2.  Importance of Influencer Marketing

3.  The link between SEO & Influencers 4.  Discoverability & Audience Development

5.  Off-Site Content, Influencer Analytics, kontextURLs & Reporting


•  SaaS platform collects and stores billions of content-level data points from search and social.

•  We do this for 10,000+ brands and 6,000+ users in 22 countries.

•  We transform big data into insights with intelligence for decision making.

•  Analytics informs the content marketing workflow process helping content marketers create smarter content and prove engagement & performance of that content investment.


GSHIFT’S SOFTWARE.

•  Branded, vanity short URLs

•  Near real-time Content Performance by Channel

•  Long-term data storage

•  The true connector of SEO and Social Media to Content Marketing

•  Influencer Analytics

•  Insight into the Dark Funnel

Technology to Monitor & Track Earned & Owned Onsite, Offsite and Offline content


KONTEXTURLS.

The InNetwork Influencer Marketplace empowers you to find trusted social media influencers that can deliver your brand message to your defined target audience with easy to use tools. •  Search for vetted influencers •  Create targeted campaigns •  Review influencer profiles and

audience data •  Measure and track your results


INNETWORK’S TECHNOLOGY.

gShift lives at the data intersection of Content Marketing, Influencer Marketing & SEO.

Social Media

•  Search engine optimization is about brand discovery by keyword & content.

•  Social Influencers are now the distribution channels of brand content.

•  Brands are demanding measured results of their investments into content creation.

•  Unique content-level data across an entire web presence including influencer analytics for decision making and reporting.

SEO

Influencer


BETTER TOGETHER.

Content Performance

Analytics

API API

SEO Influencer Marketing

API

Paid Media Automation &

Analytics

Content Publishing & Distribution

Marketing Automation &

CRM

Social Media

We solve four problems: 1.  Simplifying the digital marketer’s day. 2.  End-to-end for SEO, Content and

Influencer Marketing. 3.  Off-Site Analytics (kontextURLs) to

light up the dark sales funnel and lead scoring.

4.  Content Distribution and Amplification.


THE PROBLEM WE SOLVE.

Creating content for your site is not enough. You need additional distribution and amplification using off-site channels. Effectively get in front of your target audience by partnering with influencers who share the same audience.

Influencers


CONTENT DISTRIBUTION & AUDIENCE DEVELOPMENT.

“Every single person in every single social network is a distribution channel.”


Influencer Marketing is a new way of marketing that involves working with key and strategic advocates as a way to reach a specific target market with your brand’s message. It is the partnership of people on social media who are considered to be credible, authentic, are engaged and have a significant audience.


INFLUENCER MARKETING.

22% of marketers say influencer marketing is their most cost-effective customer acquisition channel.


INFLUENCER MARKETING.

Data: Tomoson

$6.50 is made by businesses for every $1 spent on influencer marketing


Aud

ienc

e R

each

Number of Influencers

Publishers

Cel

ebrit

ies

Regular People


INFLUENCE LONG TAIL.

Social Media


SEO & INFLUENCER MARKETING.

Influencer marketing goes beyond celebrity endorsements. Successful outreach campaigns are often as a result of partnering with regular people who are authentic, genuine and credible.

IDENTIFYING INFLUENCERS.



ON-SITE VS OFF-SITE CONTENT.

Brands are experiencing disruptive change with

Data: Sirius Decisions


67% of a customer’s digital interaction with brand content is off-site.


REALITY OF OFF-SITE CONTENT.

“Onsite and offsite search ranking results” - US 13/285, 995

“So putting an emphasis on building trust for all of your content could become one of the biggest undertakings you have in 2016.”


GOOGLE’S PATENT.

Traditional analytics providers rely on tracking code, and therefore are only possible on web properties you control. Engagement can happen beyond what is seen publicly, with content being shared through dark social.


TRACKING OFF-SITE CONTENT.

Read more – gshift.it/DandD


TRACKING INFLUENCER MARKETING.

SmartURLs enable you to track a piece of content that leverages content tags, taxonomy and conversion paths for all of your external and on-site content. Empowers digital marketers and content creators to illuminate engagement and conversion analytics without the use of a traditional analytics tool. Influencer Analytics!


SMARTURLS.

Channel, Content, Influencer


CONTENT PERFORMANCE.


INFLUENCER MARKETING ANALYTICS.


SO WHAT?

“It’s about the long-term process of enhancing both the brand’s web presence asset and the opportunity for discoverability in search and social, throughout the prospect’s buying cycle and across any device.”

- Krista LaRiviere

1.  Influencer marketing campaigns as an extension of your existing digital campaigns.

2.  Identifying influencers by keywords that are already performing for you online.

3.  Tracking off-site content.

4.  Influencer Analytics


SUMMARY.

@KristaLaRiviere

@Keevill


THANK YOU.