Using Influencers: Top Social Tactics for Search Marketers by Debra Mastaler

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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 )


Three types of influencers

People Personalities Business


@debramastaler #SMX

…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


@debramastaler #SMX

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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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

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

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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@debramastaler #SMX

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:

LinkedIn

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:


@debramastaler #SMX

Thank you


Debra Mastaler

Link Building Consultations

Content Promotion-Influencer Research

www.alliance-link.com

www.linkspiel.com (blog)

[email protected]

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