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My 'Using Social as Research Tool' presentation from SMX London 2014.
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SOCIAL AS A RESEARCH TOOL SMX London 2014
Jon Quinton
Agency Manager
@jonquinton1
The biggest risk to creative based SEO?
No-one cares…
Our last 12 months have about solving this
problem.
Where does social fit in to the research phase?
Social is enabling our team to achieve the
required sign-off stages
Monthly active users 2013:
0
200
400
600
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1,000
1,200
1,400
Facebook Google+ Linkedin Twitter Instagram Pintrest
Monthly active users 2013:
0
200
400
600
800
1,000
1,200
1,400
Facebook Google+ Linkedin Twitter Instagram Pintrest
That’s 1.2 billion people [including my
Mum]
“What content is most likely to work?”
“Which publishers should I be targeting?”
“Which journalists should I be talking to?”
“What’s currently working well for others?”
1. Identifying Top Domains
Domains your followers share:
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Count of Follower Domains Average of DA
Top social channels shared by your followers:
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youtube.com twitter.com twitpic.com vimeo.com plus.google.com flickr.com linkedin.com
Comparing interest across multiple sources:
Linking to Client Linking to Competitor
1 Linking to Competitor
2
Mentioned in the twitter bio of
someone who follows Client
Mentioned in the twitter bio of
someone who follows Competitor 1
Mentioned in the twitter bio of
someone who follows Competitor 2
Sending referral traffic to Client We then examine this data to see
which websites intersected with the most sources, but are not
currently linking to you
Domains which intersect these datasets:
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9000
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0
1
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Sum of Number of Datasets site exists in Average of Referring Domains
2. Identifying Hot Topics
Reviewing Engagement Type:
Using birdsong we can also view current bit.ly links:
As a result, we can gain an overview of traffic:
YouTube Insights
Spikes in YouTube interest can be telling:
Exploring new formats
Take a reputable publication:
http://www.theverge.com/longform
Crawl for content you’re interested in:
Use a tool of your choice to extract social metrics:
Export and sort by social success:
3. Identifying Top People
Again, pick a publisher:
Crawl + export your post URLs:
Scrape author names:
Sort authors by social success & topical relevancy:
Want some more information?
Thanks Google Plus!
Collect number of profile views:
− Follower Count
− Profile Views
− Location
− Job Title
Want to know who else your author writes for?
The [social] world is your oyster.
Happy scraping
researching!
