• http://www.top10seotips.com/seo_expert.htm SEO Expert Steve Wiideman

    We knew this would happen eventually. I wonder how Google feels about “buying relationships to build links and increase sharing behavior”?

  • http://diyblogger.net/about Dino Dogan

    Im pretty sure they’re ok with it as long as you do it through them lol

    Snark aside, this is an old model, scaled out.

    Brands have been hiring influencers/advocate/ambassadors/ forever. Michael Jordan for Nike is my favorite example. They’ve been doing it because it works. Air Jordans are the best selling Nike show even to this day.

    The question we’re (Triberr) is trying to answer is, how do you hire 100s of influencers at a time, whilst managing them as a singular unit? And we’ve come up with some pretty good solutions for that, if I may say so myself :-)

    So it will be interesting to see how this shakes out.

    Founder of Triberr

  • http://diyblogger.net/about Dino Dogan

    yo Dan,

    Monster post, brosef. Im sharing this EVERYWHERE.

  • http://www.jimkukral.com/ Jim Kukral

    The same rules apply to targeting and reaching influencers. You MUST create content that is remarkable and wows them. The don’t want pitches and partnerships. They want to share awesome stuff. And therein lies the hard part; the vast majority of people don’t want to work hard enough to create content that is outstanding enough to be noticed by an influencer.

    This article suggests that influencers will “sell out” to get paid by recommending things. Some will, but most won’t, and here’s why.

    Most influencers are in the position they are in because they are busy building their own businesses and brands and their own influence. They are simply not motivated by the “get paid to promote” concept. They share because they found the content remarkable in some way.

    I’m not trying to say this can’t ever happen. I’m just saying that it’s highly unlikely. Go ahead, email someone who’s an influencer in your industry and see if they respond to your email about “sharing revenue”. You’ll never hear back. Of course, maybe if Google was the middleman it’d be an easier pitch, but still…

  • http://diyblogger.net/about Dino Dogan

    I agree 100%. I think you may have hit on a very big flaw in Google’s implementation. The loss of trust will be too great for influencers to do it the Google way.

    The way we (Triberr) do it is by having the influencers themselves create the content. And the brand is the one that ends up sharing it. Well..so do the other influencers who are part of the same campaign, but you get the idea…

    We’ve reversed the implementation exactly to avoid the problem you stated, Jim.

    Will I see you at @NMX this year?

  • http://www.jimkukral.com/ Jim Kukral

    Yeah, your idea is much better. If I’m a brand I’m dying to find influencers who I can latch onto to help me make content.

    I won’t be at NMX this time. But I’m in Vegas the week after for affiliate summit.

  • http://diyblogger.net/about Dino Dogan

    Let’s catch up on skype soon then. Just shoot the breeze, and share a beer :-)

  • http://www.visiblelogic.com/ Emily Brackett

    I’m pleased with this change and I hope it helps to get the quality content to rise above all the large quantities of garbage.

  • ravivturner

    Wondering how does it all resonate with Google’s no-follow policy on paid links/ content? Is the new AdHeat advertisement model is Google saying: “hey we invented the rules so we can now break them”?

  • dancristo

    Anything that can artificially influence search rankings will eventually be against Google’s webmaster guidelines.

    The real value in Influencer Marketing isn’t in the artificial boost in rankings, it’s in the content distribution capabilities. If you can get quality content in front of more people you’re going to organically get more links and social sharing.

    So the answer is to be transparent about any paid relationships you have, but use Influencer’s network to get your content engaged with.

  • dancristo

    Thank ya kindly

  • dancristo

    I wouldn’t say the article suggest Influencers will sell out. If anything the onus is on the brand to create content an Influencer would want to endorse.

    In many cases Influencers are also content creators. In fact, look at Forbes top 50 social media power users, and you’ll see they’re all ferocius content creators. So it’s highly likely that brands will pay these Influencers to create content on their behalf because they know it’ll be better than if they created it in house and tried to get others to distribute it.

  • http://GrowMap.com Gail Gardner

    Writers and video creators who want to become influencers need to build reputations for creating specific types of exceptional content. Eventually brands will figure out the difference between $18 manually spun content and thought leadership. When they do, they will be seeking those who have original ideas expressed well enough to be shared.

    Sites like Triberr and collaborations built by leaders will assist agencies and brands in finding the right subject matter experts. Those of us who already have a process built to enable fast implementation from strategy through placement and promotion are already positioned to do this today. We’re scaling our teams up to meet the coming demand.

  • dancristo

    Most content sharing is going to need to be disclaimed to keep in line with FTC guidelines. It should be easy for Google to devalue shares with these disclosures. That said, there is no way to devalue a basic +1, so Google will need to come up with a way to flag paid +1’s.

    In terms of the AdHeat advertising… Google is going to know when Influencers are sharing sponsored content through their AdHeat system. It’ll just devalue that share, because it’s sponsored, so it won’t affect their algorithm.

    Bottom line is they’ll need to do a LOT of work to make sure they can devalue paid social signals, but there are some ways they can do it already.

  • dancristo

    You’re exactly right, Gail.
    We all know this is coming. The ones who are able to build their influence today are going to reap the benefits.

    Skate to where the puck is going.

  • http://www.memoirsofasingledad.com/ Daniel Ruyter

    Another great forward-thinking piece. I was an early adopter on triberr but haven’t been around in a while. Seems like I should revisit it along with a few other tools.

  • http://GrowMap.com Gail Gardner

    Precisely. What really works is personal referrals – and the best way to get those is to be truly excellent at an advanced skill. Marketers who think they can do everything end up only being average and unremarkable. Hard to recommend someone like that as they’re a dime a dozen. But if you’re exceptional at usability and conversion testing or driving conversions using email marketing – that makes you in demand.

  • dancristo

    Triberr is a much different platform than what you likely remember it to be.

    The core still the same; find similar bloggers, engage with their content, they’ll engage with yours, but there are almost 3 years of small, daily improvements driven by user feedback.

    It’s far from perfect, but it’s worthy of a serious reconsideration if it’s been a while since you’ve been on the site.