Using Social as Research Tool
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Using Social as Research Tool

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My 'Using Social as Research Tool' presentation from SMX London 2014.

My 'Using Social as Research Tool' presentation from SMX London 2014.

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Using Social as Research Tool Using Social as Research Tool Presentation Transcript

  • SOCIAL AS A RESEARCH TOOL SMX London 2014 Jon Quinton Agency Manager jon@builtvisible.com @jonquinton1
  • The biggest risk to creative based SEO? No-one cares…
  • Our last 12 months have about solving this problem. View slide
  • Where does social fit in to the research phase? Social is enabling our team to achieve the required sign-off stages View slide
  • Monthly active users 2013: 0 200 400 600 800 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: 0 10 20 30 40 50 60 70 80 90 100 0 50 100 150 200 250 300 350 Count of Follower Domains Average of DA
  • Top social channels shared by your followers: 0 50 100 150 200 250 youtube.com twitter.com twitpic.com vimeo.com plus.google.com flickr.com linkedin.com
  • Comparing interest across multiple sources: LinkingtoClient LinkingtoCompetitor 1 LinkingtoCompetitor 2 Mentionedinthe twitterbioof someone whofollows Client Mentionedinthe twitterbioof someone whofollows Competitor 1 Mentionedinthe twitterbioof someone whofollows Competitor 2 Sending referraltraffic toClient 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: 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000 0 1 2 3 4 5 6 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!
  • THANK YOU Any Questions? Jon Quinton Agency Manager jon@builtvisible.com