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Wine & Web #25
Andy Crestodina
@crestodina #wineweb
Social Promotion
How
content
works…
Email Traffic
Social Traffic
Search Traffic
Quick Reminder about Twitter…
Not everyone will see this tweet….
This tweet will be seen by more people...
Hashtags, mentions and special characters…
The Twitter Rule of Thirds
1/3 Conversation
Twitter
1/3 Curation, Sharing
Buffer
1/3 Promotion
Hootsuite
I ❤ Buffer
June Wine and Web: Social Promotion
SOCIAL
TARGETING
There’s an audience for every post
First find them…
…then mention them
June Wine and Web: Social Promotion
Targeted Sharing
June Wine and Web: Social Promotion
SCHEDULING
TWEETS
Set it and forget it…
1. Evergreen, cornerstone content
2. Most useful, most relevant
3. Make a list
First pick out past content…
good time travelers
Rewrite the Headline, Tweets
1. Leave some mystery
2. Mention relevant people
3. Use images, video, etc.
4. Hashtags in the titles
Do people use #hashtags?
Source: Radium One Mobile Hashtag Survey, April 2013
Why do people use #hashtags?
Communicating
personal ideas, feelings
Searching categories
and brands of interest
Re-directing audience to
content (links, articles, etc.)
Promoting Events
Source: Radium One Mobile Hashtag Survey, April 2013
…finally, schedule it
One Post, One Tweet…
…spike in visibility…
…1000+ views
Report <-- shows what’s working
SCOUTING
REPORT
How the pros go big…
HEADLINE
REWRITING
for Links, Shares and Mentions
June Wine and Web: Social Promotion
June Wine and Web: Social Promotion
How Upworthy does it…
1. Find something worth sharing.
2. Rewrite the headline 25+
times, always leaving a curiosity
gap.
3. Tailor and share aggressively on
every imaginable networkSource: Nieman Journalism Lab
Kaboom.
Source: Nieman Journalism Lab
Source: Nieman Journalism Lab
Popular on Mashable. Viral on Upworthy
EMAIL
OUTREACH
for Links, Shares and Mentions
June Wine and Web: Social Promotion
June Wine and Web: Social Promotion
“One of the least sexiest ways to building
links is email out reach. It sucks because
it’s time consuming and boring… but it
works. It actually works really well.
For every 100 emails you send out, at least
5 of them should be linking back to you…”
Neil Patel
KISSmetrics, Crazy Egg
1. Create amazing content
2. Build lists
200 bloggers
200 blogs
200 Facebook pages
200 Twitter accounts
3. Send semi-personalized messages
Neil’s “200” Program
1. Search Google (duh!)
2. People who have linked to similar
content (Open Site Explorer, Ahrefs)
3. People who have linked to
competitors
4. Sites with broken links (Broken Link Checker)
Targeting: Build Your Lists
1. Personalized: Use their name (several times)
2. Relevant: They’ve covered the topic recently
3. Proof: Evidence that the content is good
4. Offer: A helpful offer to help the recipient
“There’s a broken link on your site,” “I can write a
mini-post,” “I can help you with your marketing”
5. Don’t Push: Use a “yes ladder”
Want to see it? …Got an opinion? …Mind sharing it?
6. Be Weird!
The Template
sources: Smart Passive Income Podcast
Backlinko Skyscraper Technique
Subject: [insert first name of website owner], i think i’m in love with you
Hopefully I didn’t freak you out by my subject line, but I’m really in love with you. Don’t
worry, it’s not in a creepy way, mostly I’m in love with your website [insert their website
name].
You probably get tons of people everyday whom are in love with [insert website name], so I
won’t bore you with my reasons. Instead I thought I could show some appreciate by giving
you some feedback on how you can improve your website.
Insert suggestions
And if you are wondering how you can repay your biggest fan, feel free to link to my website
[insert URL].
Ah… just kidding, you’ve already done enough for me by making [insert their website name]
so awesome!
Cheers,
[insert your name]
PS: If you do happen to link to my website, [insert URL], it will seriously make my year! Maybe
even decade!
source: Link Builders Guide to Email Outreach
1. Send Email
YesMail, ToutApp
2. Form Submissions
Clumsy, but easy
3. Direct Message
Customize or get penalized
4. Facebook Mentions
Costs 1$ each?
5. Track in a spreadsheet
Outreach
#blast!
1. Bloggers and Blogs: 5% coverage / links
2. Twitter: 3-5% mentions
3. Facebook: 2% mentions
Neil’s Results
4 mentions, 8 shares, 20 links…
Spammy?
Smart?
Black Hat / Spam Shady, but OK Totally Legit
Not too bright…. Good Idea Brilliant / Genius
Wine & Web
Andy Crestodina
@orbiteers #wineweb
Thank you!

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June Wine and Web: Social Promotion

  • 1. Wine & Web #25 Andy Crestodina @crestodina #wineweb Social Promotion
  • 4. Quick Reminder about Twitter… Not everyone will see this tweet…. This tweet will be seen by more people... Hashtags, mentions and special characters…
  • 5. The Twitter Rule of Thirds 1/3 Conversation Twitter 1/3 Curation, Sharing Buffer 1/3 Promotion Hootsuite
  • 15. 1. Evergreen, cornerstone content 2. Most useful, most relevant 3. Make a list First pick out past content… good time travelers
  • 16. Rewrite the Headline, Tweets 1. Leave some mystery 2. Mention relevant people 3. Use images, video, etc. 4. Hashtags in the titles
  • 17. Do people use #hashtags? Source: Radium One Mobile Hashtag Survey, April 2013
  • 18. Why do people use #hashtags? Communicating personal ideas, feelings Searching categories and brands of interest Re-directing audience to content (links, articles, etc.) Promoting Events Source: Radium One Mobile Hashtag Survey, April 2013
  • 20. One Post, One Tweet…
  • 23. Report <-- shows what’s working
  • 28. How Upworthy does it… 1. Find something worth sharing. 2. Rewrite the headline 25+ times, always leaving a curiosity gap. 3. Tailor and share aggressively on every imaginable networkSource: Nieman Journalism Lab
  • 31. Popular on Mashable. Viral on Upworthy
  • 35. “One of the least sexiest ways to building links is email out reach. It sucks because it’s time consuming and boring… but it works. It actually works really well. For every 100 emails you send out, at least 5 of them should be linking back to you…” Neil Patel KISSmetrics, Crazy Egg
  • 36. 1. Create amazing content 2. Build lists 200 bloggers 200 blogs 200 Facebook pages 200 Twitter accounts 3. Send semi-personalized messages Neil’s “200” Program
  • 37. 1. Search Google (duh!) 2. People who have linked to similar content (Open Site Explorer, Ahrefs) 3. People who have linked to competitors 4. Sites with broken links (Broken Link Checker) Targeting: Build Your Lists
  • 38. 1. Personalized: Use their name (several times) 2. Relevant: They’ve covered the topic recently 3. Proof: Evidence that the content is good 4. Offer: A helpful offer to help the recipient “There’s a broken link on your site,” “I can write a mini-post,” “I can help you with your marketing” 5. Don’t Push: Use a “yes ladder” Want to see it? …Got an opinion? …Mind sharing it? 6. Be Weird! The Template sources: Smart Passive Income Podcast Backlinko Skyscraper Technique
  • 39. Subject: [insert first name of website owner], i think i’m in love with you Hopefully I didn’t freak you out by my subject line, but I’m really in love with you. Don’t worry, it’s not in a creepy way, mostly I’m in love with your website [insert their website name]. You probably get tons of people everyday whom are in love with [insert website name], so I won’t bore you with my reasons. Instead I thought I could show some appreciate by giving you some feedback on how you can improve your website. Insert suggestions And if you are wondering how you can repay your biggest fan, feel free to link to my website [insert URL]. Ah… just kidding, you’ve already done enough for me by making [insert their website name] so awesome! Cheers, [insert your name] PS: If you do happen to link to my website, [insert URL], it will seriously make my year! Maybe even decade! source: Link Builders Guide to Email Outreach
  • 40. 1. Send Email YesMail, ToutApp 2. Form Submissions Clumsy, but easy 3. Direct Message Customize or get penalized 4. Facebook Mentions Costs 1$ each? 5. Track in a spreadsheet Outreach #blast!
  • 41. 1. Bloggers and Blogs: 5% coverage / links 2. Twitter: 3-5% mentions 3. Facebook: 2% mentions Neil’s Results 4 mentions, 8 shares, 20 links…
  • 42. Spammy? Smart? Black Hat / Spam Shady, but OK Totally Legit Not too bright…. Good Idea Brilliant / Genius
  • 43. Wine & Web Andy Crestodina @orbiteers #wineweb Thank you!

Notas del editor

  1. #orbittip
  2. #orbittip