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Identifying Your Audience Using Social Media

Identifying Your Audience Using Social Media. …or Building Personas for Search. Michael King | Global Associate. http://slidesha.re/seo-personas. Search Lacks Personality. Search is Too Impersonal.

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Identifying Your Audience Using Social Media

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  1. Identifying Your Audience Using Social Media …or Building Personas for Search Michael King | Global Associate http://slidesha.re/seo-personas

  2. Search Lacks Personality

  3. Search is Too Impersonal These classifications don’t make it clear exactly what need the audience is trying to fulfill or who you should be talking to The standard keyword classifiers are too vague to understand a searcher’s intent

  4. So…Let’s Get Personal THE SEO PROCESS This is where the magic happens Social Listening / Need State Determination / Keyword Research Keyword Mapping / Information Architecture Creative / Copy / Tech Development Push Live / Conversion Rate Optimization / Measurement SEO Defines Info Architecture SEO Validates User Experience SEO Drives Measurement Understanding your audience involves defining them and their needs

  5. What Are Personas? Music Moms Typically uninformed gift givers looking for information on the right guitar for their happy hobbyist or raging rockstar. These people enter the conversation when they are looking to make a purchase. Happy Hobbyists Typically students or amateur musicians looking for the latest tips and tricks for playing their guitar. These tend to be the most active content creators in the acoustic guitar conversation. Raging Rock stars Typically professional musicians at various stages of their careers that tend to spend more time creating content with their guitars only consuming content as new guitar technology is released. These are the influencers of the happy hobbyist group. Involved Instructors Typically professional musicians and thought leaders/content creators who talk about new techniques and have strong opinions about instruments and brands. These tend to be quite active in the acoustic guitar conversation. Personas are hypothetical representations of your target audience

  6. What Are Need States? This person probably needs information on the best acoustic guitar in order to make a purchasing decision.Need State is “Learning to Buy” Searches for [best acoustic guitar] Music Moms Typically uninformed gift givers looking for information on the right guitar for their happy hobbyist or raging rockstar. These people enter the conversation when they are looking to make a purchase. Need states help to eliminate keyword ambiguity and write targeted copy Need States are the user’s motivations behind their search.

  7. How Do We Develop Them? Social Data & Business Goals Educated Guessing Personas & Need States Personas & Need States are typically used and defined by Market Research, Strategy and UX teams Personas and need states are the art of educated guessing based on data.

  8. How Do We Know We’re Right? Now more than ever there is enough data to verify or discover new personas Measuring the performance of the site will prove or disprove your personas

  9. Why Do We Need Them? This is how to optimize without chasing the algorithm Search quality is about showing content that satisfies needs; this is how to build it

  10. Persona Development Tactics, Tools and Tutorial

  11. Business Goals? Sell More 3D TVs More Shares in Social Media Occupy the Conversation Use the client’s business goals to drive audience understanding.

  12. Facebook Insights Non-U.S 12% Female 36% Gender Country Male 64% U.S 88% Female Age distribution Male If the site is already on the Open Graph can you get this too Does the site have an existing Facebook page? FB Insights has demographic data

  13. Use Quantitative Analysis Tools If it’s a new site check out a competitor’s site in Ad Planner Who does ComScore, AdPlanner, etc say is the audience for this vertical?

  14. Use Facebook Ad Planner Link: http://www.facebook.com/ads/create/ Use the FB tool to see how many people fall into an audience by interest and demo

  15. Preliminary Social Listening Use a few broad keywords to see who is talking in Social Media.

  16. Social Listening Tools Social Mention Topsy Amplicate Start your social listening in Topsy, Social Mention, and/or Amplicate

  17. Discussion Listening See what people are talking about on blog and discussion forums

  18. Preliminary Keyword Research Apparently this audience wants to know about the best 3d tv without glasses Use a few broad keywords to discover related popular topics.

  19. Use Quora ProTip: Keep track of influencers for link building Identify questions and people in the vertical that are important to the business goals

  20. Use Quora for KWR ProTip: Grab the questions with Scraper, export to CSV then use SEOGadget’sAdwords API plugin for Excel. Put Quora questions into the keyword tool to identify the associated keywords opps

  21. KWR + Soc. Listening is Circular Insights from one fuel research in the other; Iterate to a great list of final keywords

  22. Define Your Audience Gamer Film Purist Tech Geek Curious George • 18-32 • Male • Loves indie rock • Wishes he had a beard • 18-32 • Male • Loves all music • Wishes he could move out his mom’s basement • 22-40 • Male • Loves film soundtracks • Wishes he could live in the movie Avatar • 22-40 • Male • Loves Techno • Wishes you would stop invading his online privacy Break your audience into four core groups based on all the data you’ve collected

  23. Define Your Need States 3D Gamers 3D Film Lovers Tech Geeks 3D Curiosities There are more people in this group than the 3D Advocate group. They are intrigued by 3D and how it could fit into their home life, but they haven’t made the decision to purchase. They can relate to the advocate group through their shared passion points. 3D Advocates These people are participating in very detailed conversation about 3D through the lens of their passion. They get satisfaction from demonstrating their knowledge about 3D and their opinion about its use in media. Content Creation Content Consumption Aware Creating Content Aware Looking for 3D Content Unaware Ready to Buy Aware Ready to Buy Aware Owner Unaware Interested Unaware Unsure Based on your research identify the phases of need in the search process.

  24. Give Your Audience Personality Curious George is a hipster between 18 and 32. He’s a college educated graphic designer with a lot of time on his hands. He doesn’t like to be the last to find out about things but he doesn’t know if this 3D thing is going to stick around long. Curious George liked Avatar but he isn’t crazy about it like some people. Really he’s looking to find out if a 3D TV is going to become cool and if so he wants to be down before it becomes cool. Curious George on 3D TV Note: Individual results can be both positive & negative Build a story for each of your segments helps you understand their needs.

  25. Googlebot: the 5th Persona Googlebot Gamer Film Purist Tech Geek Curious George • 17 • Eunuch • Needs explicit explanations • Is somewhat visually-impaired • Loves Google+ • Wants to know the newest info on 3D TV • 18-32 • Male • Loves indie rock • Wishes he had a beard • 18-32 • Male • Loves all music • Wishes he could move out his mom’s basement • 22-40 • Male • Loves film soundtracks • Wishes he could live in the movie Avatar • 22-40 • Male • Loves Techno • Wishes you would stop invading his online privacy :Beep: Bots need love too, yo. We know Googlebot’s attributes so think of it as an influencer in your audience.

  26. Do Final Keyword Research Based everything you know about your audience find and categorize keywords

  27. Separate Targets from Influencers TARGET INFLUENCERS Segmenting your audience helps you determine who will spread your content

  28. Take Action Have you found popular questions? Target them in your information architecture Lay out and/or optimize a site structure that reflects what your targets are looking for

  29. Validating Personas

  30. Measure to Validate Personas Curious George • 18-32 • Male • Loves indie rock • Wishes he had a beard You can also test effectiveness using demographic targeting with Facebook Ads and Paid Search Validate your hypotheses via data collected in conversions

  31. Use Keyword-Level Demos Keyword-Level Demographics Search Referrers FB:Admin This requires an opt-in so there must be a value-add to encourage enough people http://www.seomoz.org/blog/keyword-level-demographics

  32. Use Pzyche http://www.pzyche.com is a tool built by @JasonD that gets demo info without opt-in

  33. Use Micro-conversions If you can’t get the info from sales or an external source, use micro-conversions

  34. Implementing Keyword-Level Demographics

  35. Step 1: Create An App Step A Step C Step B Place Your Site on Facebook’s Open Graph: https://developers.facebook.com/apps/

  36. Step 2: OpenGraph Meta Data <meta property="fb:app_id" content=“[YOUR APP ID]" /> <meta property="fb:admins" content=“[FACEBOOK IDs OF ADMINS]" /> <meta property="og:title" content=“[PAGE TITLE]"/> <meta property="og:url" content=“[PAGE URL]"/> <meta property="og:site_name" content=“[SITE NAME]" /> <meta property="og:description" content=“[SITE DESCRIPTION]" /> <meta property="og:type" content="website" /> <meta property="og:image" content=“[IMAGE URL]"/> Install OpenGraph Meta Data on your website template.

  37. Step 3: Install FB Code On Site Step A. <div id="fb-root"></div> <script type="text/javascript"> var ref=searchRef(); window.console.log(ref); (function() { var e = document.createElement('script'); e.src = document.location.protocol + '//connect.facebook.net/en_US/all.js'; e.async = true; document.getElementById('fb-root').appendChild(e); }()); // Asynchronous Initiation of Facebook API window.fbAsyncInit = function() { FB.init({ appId : ‘[ YOUR APP ID HERE]', status : true, // check login status cookie : true, // enable cookies to allow the server to access the session xfbml : true, // parse XFBML oauth : true //enables OAuth 2.0 }); fbApiInitialized = true; }; // Runs Keyword Demographics Function once init is finished fbEnsureInit(kwdemos); </script> Step B: <fb:login-button scope="user_birthday,user_location">Login with Facebook</fb:login-button> Install the code for the Facebook Button & Connection into your site

  38. Step 4: Install SessVars.js Get the code: http://www.thomasfrank.se/sessionvars.html Code: <script type="text/javascript" src=“http://yoursitehere.com/sessvars.js"></script> This file is a helper function to track a variable throughout a user’s visit.

  39. Step 5: Install KLD Code Get the code: https://github.com/ipullrank/keyword-demographics Code: <script type="text/javascript" src=“http://yoursitehere.com/kwdemos.js"></script> Include the kwdemos.js file in the header of the site.

  40. Step 6: Congratulate Yourself That wasn’t so hard was it? Take a look in your custom variables in Google Analytics, you’re up and running!

  41. ProTip: Just Track the Persona Check for key attributes of the persona with an if statement if (demos.age >= ‘18’ && demos.age <= ‘40’ && demos.gender=“male” && demos.state == “New York”) { _gaq.push([‘_setCustomVar’,’1’,’Persona’,’Curious George’,1]); } Push just the name rather than all of the data points Work with a developer on this Identify the key criteria and just push the name of the persona to GA for ease.

  42. :Beep Boop BOOM: Live Code Implementation

  43. Measurement & Applications

  44. Measuring People Using personas helps you identify insights in terms of people rather than abstracts

  45. Measuring Link Building Efforts Looks like links from Gamers are easiest to get and drive the most traffic and high conversions Segmenting your audience will better help scale outreach and measure success

  46. Dynamic Targeting What Normal Users See What Curious George Sees Curious George • 18-32 • Male • Loves indie rock • Wishes he had a beard (Dramatization) Using this data you can build a site that reflects the persona when they arrive

  47. Keyword Ownership OWNER Gamer Film Purist Tech Geek Curious George • 18-32 • Male • Loves indie rock • Wishes he had a beard • 18-32 • Male • Loves all music • Wishes he could move out his mom’s basement • 22-40 • Male • Loves film soundtracks • Wishes he could live in the movie Avatar • 22-40 • Male • Loves Techno • Wishes you would stop invading his online privacy • 5000 Searches Monthly • Conversion Rate 5% • 1000 Searches Monthly • Conversion Rate 0.5% • 600 Searches Monthly • Conversion Rate 2% • 100 Searches Monthly • Conversion Rate 0.2% Take a look in your custom variables in Google Analytics, you’re up and running!

  48. Keyword Arbitrage Including audience in measurement helps to determine where to spend money

  49. Predicting Audience Action Curious George 60% of these users that buy sneakers from the keyword “sneakers” come back and purchase windbreakers Take a look in your custom variables in Google Analytics, you’re up and running!

  50. We are now cleared for take off. Questions?

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