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LEVERAGING APPS ON FACEBOOK TO GET MOREOr Using Facebook Data to Mine the Web and Improve UX & Conversions
MICHAEL KINGDIRECTOR OF INBOUND MARKETING
@ipullrank
@ipullrank
DOWNLOAD THIS DECK: http://slidesha.re/fb-mining
@ipullrank
YOU MIGHT HAVE READ ABOUT TARGET…
Target collects data on customers to determine when to market in order to capture mothers as customers for long periods of time. Forbes Article: http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did/ Times Article: http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html?_r=2&pagewanted=1&hp
You probably read this one due to the better title
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THE HOLY GRAIL OF DIGITAL MARKETING
Target collects data on customers to determine when to market in order to capture mothers as customers for long periods of time. Forbes Article: http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did/ Times Article: http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html?_r=2&pagewanted=1&hp
INTENT INTERESTS DEMOGRAPHICS NETWORK
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DIFFERENCE BETWEEN FACEBOOK & GOOGLE
Suddenly Google+ and combining of Google’s privacy policies makes sense don’t they?
INTENT INTERESTS DEMOGRAPHICS NETWORK
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BING & FACEBOOK WHAT ARE YOU DOING?
Bing and Facebook have had an alliance for some time. Why haven’t they combined their data to offer hypertargeting?
INTENT INTERESTS DEMOGRAPHICS NETWORK
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THEY DON’T, BUT I’LL SHOW YOU HOW!
Bringing Search and Social Media data together we can achieve the holy grail of marketing for own brands
Social Media Search
Sweet spot where
the magic happens
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THE NEW SEO PROCESS
Opportunity Discovery
Content Strategy /
Development
Technical Development
Social Strategy / Implementation
Measurement
OptimizationOpportunity Discovery
Business GoalsMarket ResearchAudience ResearchKeyword Research
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SEARCH IS TOO IMPERSONAL
Search is about needs and the standard keyword classifier are not enough to understand a searcher’s intent.
Informational Navigational Transactional
Ways to ____ Company Name Buy _____
How to _____ Organization name
Download ____
What is _____ Domain name Get _____
@ipullrank
THEY DON’T, BUT I’LL SHOW YOU HOW!
Search is about needs and the standard keyword classifier are not enough to understand a searcher’s intent.
Music MomsTypically 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 HobbyistsTypically 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 starsTypically 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 InstructorsTypically 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.
@ipullrank
WHAT ARE NEED STATES?
Need States are the user’s motivations behind their search which help eliminate keyword ambiguity and improves
targeted copy The Consumer Decision Journey:
http://www.revenews.com/online-marketing/consumers-go-on-a-journey-escaping-the-funnel/
Music MomsTypically 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.
Searches for [best acoustic guitar]
This person probably needs information on the best acoustic guitar in order to make a purchasing decision.Need State is “Learning to Buy” or “Consider” in the Consumer Decision Journey
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HOW DO WE DEVELOP THEM?
Personas and need states are the art of educated guessing based on data. These
are often defined by Strategy and UX teams
Social Data Business GoalsMarket Research
Educated Guessing
Personas & Need States
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HOW DO WE KNOW WE’RE RIGHT?
Now more than ever there is enough data to verify your personas through measurement.
FINDING OUTWHO YOUR CUSTOMERS ARE
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BUSINESS GOALS?
Use the client’s business goals to drive audience understanding.
Sell More 3D TVs
More Shares in Social Media
Occupy the Conversation
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FACEBOOK INSIGHTS
Does the site have an existing Facebook page? FB Insights has demographic data
GenderMale64%
Female36%
U.S88%
Non-U.S12%
Age distribution
Male
Female
Country
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PERSONA DEVELOPMENT
Who does ComScore, AdPlanner, etc say is the audience for this vertical? If it’s a new site check out a
competitor’s site in Ad Planner
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USE FACEBOOK AD CREATOR
Use the FB tool to see how many people fall into an audience by interest and
demo. This tool is the Adwords Keyword Tool of Personas http://www.facebook.com/ads/create/
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PRELIMINARY SOCIAL LISTENING
Use a few broad keywords to see who is talking in Social Media.
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SOCIAL LISTENING
Start your social listening in Topsy, Social Mention, and/or Amplicate. Paid enterprise tools such as Radian6,
ScoutLabs, also available.
Social Mention
Topsy
Amplicate
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DISCUSSION LISTENING
See what people are talking about on blog and discussion forums and understand what they are really into.
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PRELIMINARY KEYWORD RESEARCH
Use a few broad keywords to discover related popular topics.
Apparently this audience wants to
know about the best 3d tv without
glasses
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USE QUORA
Identify questions and people in the vertical that are important to the business goals
ProTip: Keep track of
influencers for link building
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USE QUORA FOR KEYWORD RESEARCH
Put Quora questions into the keyword tool to identify the associated keywords opps
Scraper for Chrome: http://chrome.google.com/webstore/detail/mbigbapnjcgaffohmbkdlecaccepngjd
Google Adwords API Plugin for Excel: https://seogadget.co.uk/update-adwords-api/ (@seogadget)
ProTip: Use Scraper for Chrome w/ the
Adwords API plugin
@ipullrank
USE QUORA FOR KEYWORD RESEARCH
Insights from one fuel research in the other; Iterate to a great list of final keywords
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DEFINE YOUR AUDIENCE
Break your audience into four core groups based on all the data you’ve collected
Curious George Gamer Film Purist Tech Geek
• 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
@ipullrank
DEFINE YOUR NEED STATES
Based on your research identify the phases of need in the search process or just use
the consumer decision journey.
3D AdvocatesThese 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.
3D CuriositiesThere 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 Gamers Tech Geeks 3D Film Lovers
Content Creation Content Consumption
Unaware Interested
Unaware Unsure
Unaware Ready to Buy
Aware Owner
Aware Looking
for 3D Content
Aware Creating Content
Aware Ready to Buy
@ipullrank
DEFINE YOUR NEED STATES
Based on your research identify the phases of need in the search process or just use
the consumer decision journey.
Positive Negative0
100
200
300
400
500
600
700
800
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.
@ipullrank
GOOGLEBOT: THE 5TH PERSONA
We know Googlebot’s attributes so think of it as an influencer in your audience.
Read: “Just How Smart Are Search Robots”
http://www.seomoz.org/blog/just-how-smart-are-search-robots
Googlebot
• 17• Eunuch• Needs explicit explanations• Is somewhat visually-
impaired• Loves Google+• Wants to know the newest
info on 3D TV
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DO FINAL KEYWORD RESEARCH
Based everything you know about your audience find and categorize keywords
Keyword
Local Monthly
Searches PageTarget
Persona Need State
3d glasses 18100 GlassesCurious George
Unaware Interested
2d to 3d conversion 1000 Conversion Tech Geek Aware Owner
3d tv glasses 1000 GlassesCurious George
Unaware Interested
glasses free 3d 1000 GlassesCurious George Aware Owner
real 3d glasses 1000 GlassesCurious George Aware Owner
3d ready 720 3D-Ready All All
3d ready tv 590 3D-Ready All All
3d active glasses 390 Active/Passive Tech Geek Aware Owner
active 3d glasses 390 Active/Passive Tech Geek Aware Owner
INCOMINGACTIONABLE
MATERIAL
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MEASURE TO VALIDATE PERSONAS
Validate your hypotheses via data collected in conversions and visits. You can also
test effectiveness using demographic targeting with Facebook Ads and Paid Search
Curious George
• 18-32• Male• Loves indie rock• Wishes he had a beard
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USE KEYWORD-LEVEL DEMOGRAPHICS
Post: http://www.seomoz.org/blog/keyword-level-demographics
Code: http://www.github.com/ipullrank/keyword-level-demographics
FB:Admin Search Referrers
Keyword-LevelDemographics
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KEYWORD-LEVEL DEMOGRAPHICS DATA
Here’s an example of demographic data in Google Analytics
KEYWORDBIRTHDATE
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PROTIP: JUST TRACK THE PERSONA
Identify the key criteria and just push the name of the persona to GA for ease.
if (demos.age >= ‘18’ && demos.age <= ‘40’ && demos.gender=“male” && demos.state == “New York”){
_gaq.push([‘_setCustomVar’,’1’,’Persona’,’Curious George’,1]);}
Check for key attributes of the persona with an if
statement
Push just the name rather than all of the data points
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KEYWORD OWNERSHIP
Once a statistically significant dataset is compiled it can be determined which demographic and/or persona is more likely to convert for a given keyword and
develop messaging that focuses on that group.
Curious George Gamer Film Purist Tech Geek
• 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
OWNER
• 5000 Searches Monthly• Conversion Rate 5%
• 600 Searches Monthly• Conversion Rate 2%
• 1000 Searches Monthly• Conversion Rate 0.5%
• 100 Searches Monthly• Conversion Rate 0.2%
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KEYWORD OWNERSHIP
Using this data you can build a site that reflects the persona when they arrive
Curious George
• 18-32• Male• Loves indie rock• Wishes he had a beard
What Normal Users See What Curious George Sees
(Dramatization)
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KEYWORD OWNERSHIP
Tracking keyword demographics also allows the attribution of future purchases to the original keyword and will give way to keyword matrices.
Initial Keyword
Conversion Rate
Persona Keyword Revenue
Subsequent Keyword
Conversion Rate
Keyword Revenue
Sneakers 5% Curious George $50 Sneakers 40% $50
Sneakers 5% Curious George $50 Windbreakers 60% $100
Sneakers 5% Curious George $50 T-Shirts 20% $20
Windbreakers 3% Curious George $100 Sneakers 32% $50
Windbreakers 3% Curious George $100 Windbreakers 5% $100
Windbreakers 3% Curious George $100 T-shirts 80% $20
T-shirts 2% Curious George $20 Sneakers 50% $50
T-shirts 2% Curious George $20 Windbreakers 40% $100
T-shirts 2% Curious George $20 T-shirts 75% $20
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DEFAULT PLAIN-ISH SLIDE
Curious George
Pregnant Paula
Target collects data from purchases and other sources
Pregnant Paula purchase gives Target clues
Target markets specifically to pregnant Paula
Pregnant Paula buys tons of baby items over time.
Target defines personas based on customer data
We develop personas based on social data
Users come from search, we collect data
Curious George buys a pair of sneakers
We aggressively target in other channels for the next buy
Curious George comes back and buys a windbreaker
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THE WINNING FORMULAS
Based on how often an initial keyword leads to future conversions of subsequent keywords businesses will be able to measure the annual value of a keyword and
react accordingly.
Keyword Earnings Ratio
Price per Keyword
Annual Earnings per initial click
Keyword Earnings Yield Price per Keyword
Annual Earnings per initial click
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OTHER DATA SOURCES
Although Facebook is the most granular and adopted, these other outlets also allow you to get data on your users.
LinkedIn Profile Data: https://developer.linkedin.com/documents/profile-fields
G+ API People Data: https://developers.google.com/+/api/latest/people
LinkedIn Google+
Opt-In Opt-In
Professional data [Not Provided]
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MEET GARY & COGSWELL
Gary & Cogswell are the stars of a new SEO comic strip that I write on the iAcquire blog. Check them out! http://blog.iacquire.com/
Hi, I’m Gary!
What’s up Sydney?!
I’m Cogswell!
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THE FINAL WORD
WE WANT MORE! BRING ON THE BONUS SLIDES!
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OTHER DATA SOURCES
Track what social network your visitors are logged into
Post: http://www.seomoz.org/blog/visitor-social-network-login-status-google-analytics (@tomanthonyseo)
Wordpress Plugin: http://www.springest.co.uk/social-analytics (@MartijnSch)
@ipullrank
USE MICRO CONVERSIONS
If you can’t get the info from sales or an external source, use micro-conversions
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INTERNAL SEARCH IS A GOLD MINE
If you can’t get the info from sales or an external source, use micro-conversions
Persona KeywordInternal Search Traffic
Sick Suzy Order flu vaccine flu 456
Sick Suzy
Fluzone single dose vial purchase Fluzone 4234
Sick Suzy About_the_flu Foot file 31
Sick SuzyNdc code for fluzone Hep a 7863
Sick Suzy influenza Ez order 90507
Search QueryInternal Search Query
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TRACKING RANKINGS IN ANALYTICS
Post: http://www.seomoz.org/blog/gettings-rankings-into-ga-using-custom-variables (@dohertyjf)
Code: https://github.com/ipullrank/Google-Analytics-Rankings
Ranking Keyword
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WHAT RANKING CONVERTS BETTER?
People are oftentimes shopping around and therefore ranking first does not result in a conversion.
Target Keyword Ranking Conversion Rate
3d glasses 1 17.63%
3d glasses 2 67.47%
3d glasses 3 58.00%
3d glasses 4 35.15%
3d glasses 2 98.37%
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WHAT RANKING CONVERTS BETTER?
Change messaging and offer different features like price comparisons based on rankings to help visitors convert
Read: www.zazzlemedia.co.uk/blog/dynamic-messaging-based-on-ranking-to-improve-conversion/
Position #1 messaging
The Time Constraint The Challenge Normal Messaging
Position #2 messaging Historically converting position
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[NOT PROVIDED] WHO CARES?!
The question is not “does this keyword convert?” The questions are does the messaging on this page convert for the target audience? Does that page have visibility for the target keyword?
Landing PageTarget
Keyword Ranking
Local Monthly
Searches PageSearch Traffic
Target Persona
Need State
Conversion Rate
/3d-glasses.html 3d glasses 10 18100 Glasses 671Curious George
Unaware Interested 17.63%
/2d-3d-conversion.html
2d to 3d conversion 2 1000 Conversion 400 Tech Geek
Aware Owner 67.47%
/3d-tv-glasses.html 3d tv glasses 3 1000 Glasses 489
Curious George
Unaware Interested 58.00%
/glasses-free-3d.html glasses free 3d 1 1000 Glasses 1289
Curious George
Aware Owner 35.15%
/real-3d-glasses.html real 3d glasses 2 1000 Glasses 852
Curious George
Aware Owner 98.37%
/3d-ready.html 3d ready 2 720 3D-Ready 607 All All 73.05%
/3d-ready-tv.html 3d ready tv 2 590 3D-Ready 276 All All 85.49%
@ipullrank
ACHIEVEMENT UNLOCKED
Search is in a unique position to achieve perfect targeting to improve conversions and ROI. Don’t let Google beat you to it.
MICHAEL KINGDirector of Inbound Marketing
THANK YOU / Q&A
@iPullRank
www.iacquire.com