using influencers: top social tactics for search marketers by debra mastaler
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From SMX East 2013: Using influencers: Top Social Tactics for Search Marketers by Debra Mastaler #SMX #21ATRANSCRIPT
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Debra MastalerAll iance-Link .com
@debramastalerUsing InfluencersTop Social Tactics For Search Marketers
#SMX #21A
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80% o f the comments , tweets and pos t ings c rea ted on soc ia l med ia las t year
were done (on a reoccurring basis) by 6% o f i t s users ( v i a K l o u t )
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Three types of influencers
People Personalities Business
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@debramastaler #SMX
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…use influencers to promote
our products?
Blackmail & bribery (j/k)
Competitive activity
…tap influencers to promote
our products?
Be really awesome
Pay them
Reciprocate
How do we:
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Bloggers
Journalists
Experts
Advocates
Reviewers
Columnists
People To Tap And Use
Movers
and
shakers
Trust
Credibility
Expertise
Have access to
your target
market
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@debramastaler #SMX
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Find the blogs, find the bloggers…
Nice reach!
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Google Blog DirectoryAlltop
Find the blogs…find the bloggers
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Find the blogs, check the bloggers
Real person?
Audience engagement
Reach
Frequency
Topic relevance
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@debramastaler #SMX
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Look for quality domains and
strong backlink profiles
Check for tweet reach
and frequency
Check behind the blogs…
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Size does not always relate to influence.
Having a lot of followers or Likes does not mean an influencer can
sway or influence people to do anything.
Pay attention to what content generates the most comments and
shares.
Measuring Social Influence
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Free
Back to looking for bloggers
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Free &
Subscription
Paid
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Free
Social Mention monitors 100+ social
media properties directly including:
Twitter, Facebook, YouTube, Digg,
Google etc.
Has alert service
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assign people an influence score
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Google Communities
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Free
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(Ve t t ing too l )
Tells you how many times his content has been shared and by whom.The guy’s name
The guy’s name
Looking for Influencers
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Comments are icebreakers
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No business profiles on Quora
Quora results display in Bing
social sidebar
Looking for influencers on Quora
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Piqora – identifies most influential
pinners and your brand advocates
Pinbooster – compensates
popular pinners to endorse your
board on Pinterest.
Commercial tools
PinAlerts
Pinalytics – sorts by
board and # of pins
Pinterest Search
Free tools
Looking for influencers on
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Muck Rack lists thousands of
journalists on Twitter, Facebook,
Tumblr, Quora, Google+,
LinkedIn and more
Finding Journalists
Press Pass (wwww.presspass.me)
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An expert:
Academic credentials
Actively practicing
Blogging/writing secondary
Professional affiliations
Sometimes used in litigation
Usually compensated
Find And Use Experts For More “Advanced” Writing
Sources to find experts:
Meetup.com
Expert witness directories
Google Scholar/Books
Association boards
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Expert Reviewers(use rev iew s i tes to f ind in f luencers )
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Align yourself with credible allies.
Use popular social networks partnered with search engines to find
movers and shakers.
Invest in experts for in-depth content.
Actively follow journalists on Twitter.
Use comments as icebreakers when approaching influencers.
Takeaways:
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Thank you
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Debra Mastaler
Link Building Consultations
Content Promotion-Influencer Research
www.alliance-link.com
www.linkspiel.com (blog)
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