The document discusses how to define and optimize social media audiences by collecting and analyzing user data from analytics tools like Google Analytics and Quantcast. It provides information on setting up tracking and reports in these tools to understand things like user demographics, behaviors, and interests. The document then discusses how to use this data to create user profiles and tailor social media content and strategies to better engage specific audience segments.

1. Optimizing Social
How to define and speak to your online audience
› Sandee Jordan
SEM Analyst, Simpleview
SOC I A L ME D I A TOU R I SM S YMPOS I UM

2. Data Defines Your Audience
› Analytics Tools
› Google Analytics
› Quantcast
› Data Collection & Analysis
› Collection Setup
› Reports
› GA Segments
› How to Speak to Your Audience
› What Google Sees
› Organic Reach
WHO I S YOU R A U D I E N C E

3. The Data is Available
ARE YOU COLLECTING IT?
SOC I A L ME D I A TOU R I SM S YMPOS I UM

4. Google Analytics
A N A LY T I C S TOOL S

5. Quantcast
A N A LY T I C S TOOL S

6. Data Interpretation
WHAT DOES THIS MEAN?
SOC I A L ME D I A TOU R I SM S YMPOS I UM

7. Paint a Picture
› Imagine what your user looks like based on the data.
D ATA COL L E C T ION & A N A LY S I S

8. Tracking Setup
› Google Analytics
› Update your privacy policy to
include notification of the
DoubleClick cookie and opt-out
instructions.
› Add a simple line of code to
your current GA tracking code
or enable display advertising
features in Tag Manager.
› Enable Demographics and
Interest Reports in GA.
› Validate Tracking Code
D ATA COL L E C T ION & A N A LY S I S

9. Tracking Setup
› Quantcast
› Create a Quantcast account.
› Follow the link in the
confirmation email to add your
domain.
› Copy and paste the tag
provided on every page of your
site.
› Optional AdChoices Privacy
Icon for ad industry self-regulation.
D ATA COL L E C T ION & A N A LY S I S

10. QU A N T C A S T R E PORT S

11. GA R E PORT S

12. Isolating Traffic in Google
Analytics
GA S EGME N T S

13. Isolating Traffic in GA
GA S EGME N T S

14. User Profile
› Female
› 25-34
› Lives in Tucson, AZ
› Uses Mac running Safari
› News junkie
› Makes 50-100K per year
› College graduate
› Likes music and food
› New to the site
› Organic search
› Looking for things to do
› Looking for events
› Democrat
› Politically active
› On the site for 181-600 seconds
› In the market to travel
› Active on Twitter
D ATA COL L E C T ION & A N A LY S I S

15. Social and Search
HOW TO FIND SOCIAL IN SEARCH
SOC I A L ME D I A TOU R I SM S YMPOS I UM

16. SangorithmAlgorithm
Highest Number of Keywords Ranks First
Page A
Cat x 47
Page B
Cat x 22
SOC I A L A N D S E A R C H
Page C
Cat x 7
Link to ASPCA &
G+ MunchkinPost
Link to ASPCA
S E R P
A
B
C

17. SangorithmAlgorithm
Highest Number of Links Number of Keywords Ranks First
Page A
Cat x 47
Page B
Cat x 22
SOC I A L A N D S E A R C H
Page C
Cat x 7
Link to ASPCA &
G+ MunchkinPost
Link to ASPCA
S E R P
B
C
A

18. SangorithmAlgorithm
Photos Highest Number of Links Number of Keywords Ranks First
Page A
Cat x 47
Page B
Cat x 22
SOC I A L A N D S E A R C H
Page C
Cat x 7
Link to ASPCA &
G+ MunchkinPost
Link to ASPCA
S E R P
C
B
A

19. What happened last September?
SOC I A L A N D S E A R C H

20. What does the web crawler see?
#HASHTAGS
Hashtag.org & Whatthetrend.com
URLs
Keywords in URLs help the page to rank.
Try not to change your board names.
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21. What does the web crawler see?
SOC I A L A N D S E A R C H
Only 40 of Your
Friends

22. What does the web crawler see?
SOC I A L A N D S E A R C H

23. What does the web crawler see?
Stone Temple G+ Study
SOC I A L A N D S E A R C H

24. Technical Tips
•Track Facebook engagement using Insights
• Use multiple content types
(editorial, Top 10, comparisons) to find
what works for your audience.
•Don't use more than 2 hashtags per tweet
#itsannoying #confusing #lookslikespamtome
•Only use hashtags in 50% of your tweets
•Drive users from Twitter to your site
• Research keywords and USE THEM.
• Crawlers can’t see photos
• Drive users from your site to Pinterest
SOC I A L A N D S E A R C H

25. Building Relationships
SOC I A L A N D S E A R C H

26. Content Needs
STOP SELLING!
CONTENT MUST BE UNIQUE!
SOC I A L A N D S E A R C H

27. Content Needs
Conversational Content Examples:
Best days to go to the zoo.
Unconventional first dates.
Why you should park in the east lot of the zoo.
Recycle topics to see what your audience likes.
Elephant Encounter
Tucson Zoo
SOC I A L A N D S E A R C H
Killing Zombies
Slaughterhouse Tucson
All Souls' Procession
Downtown Tucson

28. Average Share Scorecard
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29. Improving the User Experience
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30. HOW TO IMP R E S S GOOGL E
What Google Sees:
Keywords
Images & Map
Links
Meta Data
Organic Reach:
Dominick’s 14,800 GMS
Restaurants 2,900 GMS
TOTAL REACH 17,700
GMS

31. HOW TO IMP R E S S GOOGL E
What Google Sees:
Keywords
Images & Map
Links
Meta Data
Organic Reach:
Dominick’s 14,800 GMS
Restaurants 2,900
GMS
Osso Buco Recipe 14,800 GMS
TOTAL REACH 32,500
GMS
Content Page
Dominick’s
Famous Osso
Buco Recipe

32. HOW TO IMP R E S S GOOGL E
What Google Sees:
Keywords
Images & Map
Links
Meta Data
Organic Reach:
Dominick’s 14,800 GMS
Restaurants 2,900
GMS
Osso Buco Recipe 14,800 GMS
Rat Pack Tour 140 GMS
TOTAL REACH 32,640
GMS
Blog Post
Take a tour of one
of WeHo’s
Rat Pack Hang Out
Content Page
Dominick’s
Famous Osso
Buco Recipe

33. HOW TO IMP R E S S GOOGL E
What Google Sees:
Keywords
Images & Map
Links
Meta Data
Hashtags
Organic Reach:
Dominick’s 14,800 GMS
Restaurants 2,900
GMS
Osso Buco Recipe 14,800 GMS
Rat Pack Tour 140 GMS
Best Salad 1,900
GMS
Ben Harper WeHo 800 GMS
TOTAL REACH 35,340
GMS
Blog Post
Take a tour of one
of WeHo’s
Rat Pack Hang Out
Content Page
Dominick’s
Famous Osso
Buco Recipe
SM Posts
LAs Best Salad
Harper and
McGowan team
up to run
Dominick’s

34. SOC I A L ME D I A TOU R I SM S YMPOS I UM

35. How to find
Sandee J
› Sandee Jordan
SEM Analyst
Simpleview
sjordan@simpleviewinc.com
MartaMau
reux
simpleviewinc.com/SEMBlog
SOC I A L ME D I A TOU R I SM S YMPOS I UM