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. Part 1: What’s a Power User?
“Hint, it’s not what you think. But it involves influence.”

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. 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. 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. You’re already influencing people everyday
You’re doing it on Facebook…

7. You’re already influencing people everyday
You’re doing it on Facebook…
Looking for a local doctor?
Decision influenced. Doctor found!

8. You’re already influencing people everyday
You’re doing it on Facebook…
How about a local Vet?
Decision influenced. Vet found!

9. You’re already influencing people everyday
You’re doing it on Facebook…
Decision influenced. Direct
Recommendation!
Who doesn’t need Drywall repair?!

10. You’re already influencing people everyday
You’re doing it on Twitter…
Decision influenced. Direct
Recommendation!

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. 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. Influence: Perception vs Reality

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. “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. 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. 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. Why Should I Care?
Because people TRUST social media more from people they know!
Source: Nielson, 2012

19. Why Should I Care?
Because social engagement BUILDS UP search signals!

20. Why Should I Care?
Because your COMPETITION is already using it!
Image Credit: HubSpot 2012 State of Inbound Marketing Report

21. “It’s easier than you think.”
Part 3: How do I find Social Influencers?

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. 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. 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. 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. 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. 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. 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. Linkedin is Power User Central
You can run an Influencer Map for Linkedin – it’s Bad-Ass!
http://inmaps.linkedinlabs.com/

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. 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. “It’s MAGIC time!”
Part 4: I’ve Identified them, now what?

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. Is your Content Influencer-Worthy?
Everyone is putting up “Good” Content. You need GREAT content!
Infographic via Matt Siltala @Matt_Siltala

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. Are you Reaching out to Influencers?
Engagement doesn’t happen in a vacuum.

37. Are you Reaching out to Influencers?
When you reach out, good things happen!

38. Are you Reaching out to Influencers?
When you reach out, good things happen!

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. 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. Connect with me Online @
Today’s Presenter is…
Casey Markee of
casey@searchenginenews.com
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