Using Social as Research Tool

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

Using Social as Research Tool

  1. 1. SOCIAL AS A RESEARCH TOOL SMX London 2014 Jon Quinton Agency Manager jon@builtvisible.com @jonquinton1
  2. 2. The biggest risk to creative based SEO? No-one cares…
  3. 3. Our last 12 months have about solving this problem.
  4. 4. Where does social fit in to the research phase? Social is enabling our team to achieve the required sign-off stages
  5. 5. Monthly active users 2013: 0 200 400 600 800 1,000 1,200 1,400 Facebook Google+ Linkedin Twitter Instagram Pintrest
  6. 6. 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]
  7. 7. “What content is most likely to work?”
  8. 8. “Which publishers should I be targeting?”
  9. 9. “Which journalists should I be talking to?”
  10. 10. “What’s currently working well for others?”
  11. 11. 1. Identifying Top Domains
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 2. Identifying Hot Topics
  17. 17. Reviewing Engagement Type:
  18. 18. Using birdsong we can also view current bit.ly links:
  19. 19. As a result, we can gain an overview of traffic:
  20. 20. YouTube Insights
  21. 21. Spikes in YouTube interest can be telling:
  22. 22. Exploring new formats
  23. 23. Take a reputable publication: http://www.theverge.com/ longform
  24. 24. Crawl for content you’re interested in:
  25. 25. Use a tool of your choice to extract social metrics:
  26. 26. Export and sort by social success:
  27. 27. 3. Identifying Top People
  28. 28. Again, pick a publisher:
  29. 29. Crawl + export your post URLs:
  30. 30. Scrape author names:
  31. 31. Sort authors by social success & topical relevancy:
  32. 32. Want some more information?
  33. 33. Thanks Google Plus!
  34. 34. Collect number of profile views: − Follower Count − Profile Views − Location − Job Title
  35. 35. Want to know who else your author writes for?
  36. 36. The [social] world is your oyster. Happy scraping researching!
  37. 37. THANK YOU Any Questions? Jon Quinton Agency Manager jon@builtvisible.com

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