INTEGRATION OF SEO + SOCIAL MEDIA
95% of marketers
integrated SEO &
FOCUS GROUPSSocial Media is your focus group
SEO / SOCIAL
Dr. Faye Miller
Consumer Research Strategist
Best Draper Girl
FOCUS GROUPSSocial Media is your focus group
SOCIAL IS YOUR
FOCUS GROUPPick your audience’s collective brain
ETHNOGRAPHIC RESEARCH FOR PERSONAS
Ethnographic research is the study of audiences through observation in their natural habitat. Online ethnography (netnography) is primarily
done as an iterative process leveraging social media, search and discussion insights. Use this process to build your personas.
STEP 1. STATE BUSINESS GOALS
Sell more Lucky
Book more flights
Sell more Kodak
FIND USERS SOCIAL PROFILES
Use FullContact to discover the social profiles of your current users / subscribers / customers. This allows you to review patterns in your users
and their specifics needs. http://www.fullcontact.com
SEGMENT FOLLOWERS WITH TRIBALYTICS
Additionally, you can use a tool called Tribalytics which segments Twitter followers into meaningful groups. http://www.tribalytics.com
IDENTIFICATIONFind the exact users you need to drive performance
Use Followerwonk to identify users by interests and search phrases that you’ve determined in your ethographic research.
Identify influencers on Twitter similar using keywords. Twtrland analyzes the tweets of users as well so topical relevance is determined by more
than just their user bios. http://www.twtrland.com
Use the same Quora discussions you’ve come across in your persona research to find potential influencers on specific topics. These people
are especially easy to activate if you repurpose the content from the Quora post you found them on.
IDEATIONSocial Media is your focus group
REALLY TARGETED OUTREACH (H/T BUILTVISIBLE)
Richard Baxter (@richardbaxterseo) of Builtvisibile developed a method of collecting twitter data and identifying the overlaps in shared content
to figure out the best sites to place content on with regard to where his target audience is using Followerwonk, Gwittr, SEOGadget for Excel
and, SEOTools for Excel. http://www.slideshare.net/richardbaxterseo/data-driven-content-strategy-and-outreach
BRAND FANS (H/T SEERINTERACTIVE)
Use SimplyMeasured’s free Twitter Follower Report against your link exports from MajesticSEO, OpenSiteExplorer or Ahrefs. Perform a
VLOOKUP between the website column and your links column to identify users that are following you, but not linking to you. These are link
building quick hits. SimplyMeasured only gives you up to 10k followers. http://simplymeasured.com/freebies/twitter-follower-analytics
VETTING GUEST POSTS WITH TWTRLAND
Thinking about guest posting? Is your target audience on that site or following them in social media? Use Twtrland.com to find out audience
demographics and interests. http://www.twtrland.com
LIKE IT? THEN YOU SHOULDA PUT A LINK ON IT
Use social listening tools to identify users that have shared your or your competitor’s relevant content in the past and reach out to them
suggesting they link to it from their blogs.
SOCIAL PROSPECTS FOR LINK BUILDING
BuzzStream’s Buzzmarker chrome extension makes it easy to track the social media accounts associated with websites and blog posts. Build
your link prospecting list as your surf the web. https://chrome.google.com/webstore/detail/buzzstream-
RUN STUMBLEUPON PAID DISCOVERY ADS
Get a boatload of visits right away for 10 cents a click using StumbleUpon PaidDiscovery (https://www.stumbleupon.com/pd) with UserReport
(http://www.userreport.com/) to get quick feedback on the content that you’re planning to roll out.
RUN FACEBOOK ADS
Target your content via ads to your hyper-specific audience with Facebook Ads and run surveys with UserReport.
IDENTIFY WHAT WORKS
Identify what content works for you and your competitors based on share counts using SocialCrawlytics (http://www.socialcrawlytics.com) and
BuzzSumo (http://www.buzzsumo.com). Buzzsumo allows for topic based search for popular content in social media.
POSE QUESTIONS ON QUORA
Pose the questions around your content topic on Quora. If you get a lot of answers, views and/or followers you know the content idea will be
POSE QUESTIONS ON REDDIT
Pose a question related to your content topic on Reddit. Redditors will quickly let you know whether or not the content idea will be popular by
their reaction or lackthereof.
GET A MOVE ON
How often is your audience bringing you money? I can guarantee that if your marketing efforts aren’t focusing on them you are missing out on
opportunities to improve your conversion rate.
THANK YOU / Q&A
DIGITAL DON DRAPER