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Casey Markee - EmMeCon Seattle 2013

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Casey Markee - EmMeCon Seattle 2013

  1. 1. What’s a Power User? Why are Social Influencers Important? How do you find and use them to leverage your Social Media efforts? Presented by Casey Markee Lead SEO Consultant/Head of Online Support SearchEngineNews.com @MediaWyse www.linkedin.com/in/caseymarkee casey@mediawyse.com Connecting with Uber Social Media Users
  2. 2. Part 1: What’s a Power User? “Hint, it’s not what you think. But it involves influence.”
  3. 3. Can you define “Influence”? Everyone is an Influencer these days. You have been influenced when you do somethingYou have been influenced when you do something you may not have otherwise have done, or think inyou may not have otherwise have done, or think in a way you might otherwise have thought.a way you might otherwise have thought.
  4. 4. Ask the Right Questions Answering these are essential to connecting & using Power Users! What makes someone influential? How do I recognize influential users when I see them? On what networks are these users influential? How do I encourage them to engage with me directly? Why are social media power user influencers important? Will power user influential engagement benefit my brand? My content? My overall site? How can I measure engagement at my end?
  5. 5. Are you an Influencer? Probably. The average Facebook User has 143 friends…. ….The average Twitter User has 208 followers. If you have MORE than this, congratulations! You’re an Influencer!
  6. 6. You’re already influencing people everyday You’re doing it on Facebook…
  7. 7. You’re already influencing people everyday You’re doing it on Facebook… Looking for a local doctor? Decision influenced. Doctor found!
  8. 8. You’re already influencing people everyday You’re doing it on Facebook… How about a local Vet? Decision influenced. Vet found!
  9. 9. You’re already influencing people everyday You’re doing it on Facebook… Decision influenced. Direct Recommendation! Who doesn’t need Drywall repair?!
  10. 10. You’re already influencing people everyday You’re doing it on Twitter… Decision influenced. Direct Recommendation!
  11. 11. You’re already influencing people everyday You’re doing it on Twitter… New Connection made with Influential User! Only I’m being influenced here!
  12. 12. Who are the Web’s Biggest Influencers Forbes just published this in April, 2013…well worth a look! These are people to follow, @Mention, and Connect with. Full Infographic can be found here: http://bit.ly/11zwn7I
  13. 13. Influence: Perception vs Reality
  14. 14. Influence: Understanding “Virality” There is an actual scientific term for something that is “going viral.” That term is Hyperdyadic Spread! This is defined as the tendency of concepts, ideas, graphics, and products to spread from person to person to person. This has also been referred to as the herd mentality - meaning that the more people like, share, and discuss something, the more chance a cascade effect occurs whereby others like, share, and discuss the same thing. The Hyperdyadic effect is where BUZZ comes from. You can thank it for Gangnam Style and Tickle-Me-Elmo!
  15. 15. “They will help you rank higher, sell more, and cures CANCER! Okay, maybe not so much on the last one.” Part 2: Why are Social Influencers Important?
  16. 16. Why Should I Care? Influencers drive Social Signals which BOOST organic ratings! Austin-based SEM Agency Tasty Placement did a “small” controlled test of six websites in late 2012. The results were pretty interesting. Full Infographic can be found here: http://bit.ly/12kvr7z
  17. 17. Why Should I Care? Social Sharing by Influencers Strengthens your Site! Social media is INVALUABLE at attracting links and traffic. BOTH of which are necessary to get better higher, organic rankings in Google and Bing.
  18. 18. Why Should I Care? Because people TRUST social media more from people they know! Source: Nielson, 2012
  19. 19. Why Should I Care? Because social engagement BUILDS UP search signals!
  20. 20. Why Should I Care? Because your COMPETITION is already using it! Image Credit: HubSpot 2012 State of Inbound Marketing Report
  21. 21. “It’s easier than you think.” Part 3: How do I find Social Influencers?
  22. 22. Where Are the Social Influencers? Concentrate on these platforms specifically! Friends’ lists on the above social platforms are the best way to interact with the wider world, cut down on the noise AND identify power users & individual influencers!
  23. 23. Facebook is Power User Central 30% of all users on Facebook can be considered Power Users Everyone on Facebook has a select group of friends that are “extra engaged” these are your power users! These friends are driving the business of Facebook: “likes” “friend requests” “status updates” commenting” and more! You CAN and SHOULD identify these users in your account. Then target them specifically with future content choices. More kick-ass Facebook stats here: http://bit.ly/12kEhCg
  24. 24. Facebook is Power User Central Use a Pro Tool to identify Individual Influencers & Power Users We like BlitzMetrics.com and EdgeRankChecker.com. Detailed social analytics, influencer- specific reporting, and feedback on converting content types and best times to publish!
  25. 25. Twitter is Power User Central Use FollowerWonk to Analyze and Find your Power Users Sort your followers by all of the following: Tweet Counts Followers Time on Twitter Niche Keyword And most importantly…
  26. 26. Twitter is Power User Central Use FollowerWonk to Analyze and Find your Power Users Influence! Sort your followers by Social Authority and then “reach out” to these users with DMs, @Replies and more!
  27. 27. Google Plus is Power User Central Google Plus has staying power. It’s ONLY going to get bigger! Google Plus had 20+ Million users in 24 days! Twitter & Facebook took 3 yrs to reach that total. There are tons of sites out there to help you analyze and connect with Google Plus users….
  28. 28. Google Plus is Power User Central Use FindPeopleonPlus and RecommendedUsers.com www.RecommendedUsers.com Browse by dozens of categories and instantly add users into your Circles directly from the screen! www.FindPeopleonPlus.com Sort by Keyword, City, Relationship, and Authority metrics.
  29. 29. Linkedin is Power User Central You can run an Influencer Map for Linkedin – it’s Bad-Ass! http://inmaps.linkedinlabs.com/
  30. 30. Klout is Power User Central Use the new Klout for Business System for Influencer Insights 80% of all Influencer impressions are made by six percent of people on social media. Klout identifies the power users in each subject area so you can target them! http://klout.com/s/business
  31. 31. Reddit is Power User Central Reddit is the new “Digg” and INVALUABLE to Generating Traffic Reddit had 400 million visitors last year. It’s traffic will MELT your servers! Identify Reddit Power Users with http://www.karmawhores.net/ Harness the Power of SubReddits with http://www.redditspy.com/
  32. 32. “It’s MAGIC time!” Part 4: I’ve Identified them, now what?
  33. 33. Secret Sauce of Influence? No amount of Influence will help poor content! Reaching out to influencers is WORTHLESS if yourReaching out to influencers is WORTHLESS if your content sucks or fails to elicit strong ties andcontent sucks or fails to elicit strong ties and feelings in the target audience.feelings in the target audience.
  34. 34. Is your Content Influencer-Worthy? Everyone is putting up “Good” Content. You need GREAT content! Infographic via Matt Siltala @Matt_Siltala
  35. 35. Are you Publishing Content @ the Right Times? Timing is everything. Here are the BEST Times in PST Times! 2pm to 4pm or 8pm to 1am Monday – Friday. Peak time is Saturday AM. 9am to 11am Monday – Friday, during business hours. Avoid posting in the evenings. 7am to 9am or 5pm to 6pm Tuesday – Thursday, before and after business hours. 1pm to 3pm Monday – Thursday, traffic builds from 11am onward. 1pm to 4pm each day, top day Wednesday 3pm. Avoid posting on weekends when possible.
  36. 36. Are you Reaching out to Influencers? Engagement doesn’t happen in a vacuum.
  37. 37. Are you Reaching out to Influencers? When you reach out, good things happen!
  38. 38. Are you Reaching out to Influencers? When you reach out, good things happen!
  39. 39. It’s OK to Give Virality a PUSH! Consider using a collaborative social sharing platform. Sometimes even the ‘BEST’ content needs help. Use these networks! These are website social sharing platforms that allow private users to log-in and share selective content choices to their own networks. Artificial virality! More Collaborative Social Sharing here: http://bit.ly/13H7bz6
  40. 40. Some Final Thoughts Power Influencers exist! Embrace them, and Dominate your Niche!  Influencers come in all shapes and sizes!  Use the right tools to measure influence.  Listen. (Follow and engage influencers).  Be authentic. Stay in touch, even offline.  Use your personal accounts to engage.  Content is KEY to generate Virality.  Don’t forget Collaborative Social Sharing.  When you publish makes a difference!
  41. 41. Connect with me Online @ Today’s Presenter is… Casey Markee of casey@searchenginenews.com Become a Fan on Facebook: http://www.facebook.com/Planet.Ocean Follow Casey on Twitter: http://Twitter.com/MediaWyse Connect with Casey on Linkedin: http://www.linkedin/com/in/caseymarkee Circle Casey on Google+: http://gplus.to/mediawyse Follow Casey on Pinterest: http://pinterest.com/mediawyse

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  • Connect with “minnows.”
  • Connect with “minnows.”
  • We don’t have the time today to go into each of these networks specifically, but I will cover a select few and some kick-ass ways you can use to identify key influencers both on your accounts and on the networks in general.
  • Reddit power users are identified by their ability to earn what is called “Karma.” Which is awarded for submissions, comments, and interaction. The largest users are tracked but use a tool like RedditSpy to keep abreast of all the “subreddits” which is where the traffic is generated on Reddit. If you are want to start building up your own profile more on Reddit use the RedditEnhancementSuite.com extension for Firefox.
  • This is where link bait type of content comes into play.
  • These types of networks usually work on a quid pro quo basis and allow users to earn points and credits based on how much they share the content of other users . We have a detailed article we just published on 12/1 titled “ Take your Content Viral with Collaborative Social Sharing” If you aren’t using collaborative sharing platforms to expand the reach of your content and audience, you are missing out on a fantastic way to drive shares, traffic, and engagement!

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