Listening to social signals to adjust your marketing campaigns

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  • Image: http://onlinebusiness.volusion.com/articles/the-beginners-guide-to-integrating-seo-and-social-media/
  • Listening to social signals to adjust your marketing campaigns

    1. 1. / COVARIO / Social Media & PR Monitoring and Measuring Summit LISTENING TO SOCIAL SIGNALS & SHARES TO ADJUST CONTENT MARKETING CAMPAIGNS DAVE ROHRER – SR. SEO – COVARIO @daver ©2013 Covario, Inc. All rights reserved.
    2. 2. CAMPING & OUTDOOR GEAR Special thanks to Campmor! Shop away! http://www.campmor.com Learn a ton! http://outdoors.campmor.com FOR A DISCOUNT CODE GOOD UNTIL 11/22 – ASK ME!
    3. 3. QUICK QUESTIONS 1. Agency? In-House? 2. B2B? B2C? 3. Content Creator? Manage Creators? Manage the Creator Managers? 4. Who loves Data? Analytics? 5. Who is ready for 4PM and the Wrap-Up? @daver
    4. 4. AGENDA 1. 2. 3. 4. 5. Content Process Taking Inventory of Content Taking Inventory of Social Signals Social Signal Analysis Adjust Course @daver
    5. 5. 1. CONTENT PROCESS
    6. 6. EDITORIAL TOOLS Link: http://www.wordpress.org ICE Link: http://wordpress.org/plugins/ice/ Link: http://editflow.org/ @daver
    7. 7. EDITING PROCESS Covario Designers Campmor Final @daver Covario Editors Covario Finalizes Post Campmor Editors
    8. 8. EDIT FLOW: EXAMPLE EMAIL ALERT 1 A new editorial comment was added to Post #4241 "Spring Water Sports" Dave) said on April 18, 2013 at 5:00 PM: This post is good to go. Let me know if you have any questions and/or comments. - Dave 2 -------------------== Actions == Reply: http://outdoors.campmor.com/wp-admin/post.php?post=4031&action=edit#editorialcomments/reply/629 Add editorial comment: http://outdoors.campmor.com/wpadmin/post.php?post=4031&action=edit#editorialcomments/add Edit: http://outdoors.campmor.com/wp-admin/post.php?post=4031&action=edit View: http://outdoors.campmor.com/?p=4031 You can see all editorial comments on this Post here: http://outdoors.campmor.com/wp-admin/post.php?post=4031&action=edit#editorialcomments 1. You will receive this when a Post has been updated and assigned to you. 2. Click on the link after “Edit” to be taken directly to the page. @daver
    9. 9. WP & EDIT FLOW: POST PAGE @daver
    10. 10. WP & EDIT FLOW: ASSIGN POST @daver
    11. 11. 2. TAKING INVENTORY OF CONTENT
    12. 12. CONTENT MANAGEMENT SYSTEM (CMS) Link: http://www.wordpress.org Link: https://drupal.org/ Link: http://www.joomla.org/ Link: http://umbraco.com @daver More CMS: http://en.wikipedia.org/wiki/List_of_content_management_systems
    13. 13. CMS EXPORTS • Plugins • http://wordpress.org/plugins/search.php?q =export • Export Posts • http://en.support.wordpress.com/export/ • Node Export • https://drupal.org/project/node_export • 3rd Party • Example: http://www.elevatedthird.com/blog/drupal-csvand-xml-data-exports @daver
    14. 14. CRAWLING OPTIONS Link: http://www.screamingfrog.co.uk/seo-spider/ Link: http://home.snafu.de/tilman/xenulink.html Link: http://gsitecrawler.com/ @daver
    15. 15. 3. TAKING INVENTORY OF SOCIAL SIGNALS
    16. 16. BY HAND • Link : http://www.socialsiteexplorer.com/ • Link: http://www.sharedcount.com/ @daver
    17. 17. BY WP PLUGIN – SLICK SOCIAL BUTTONS • Link : http://www.designchemical.com/blog/index.php /wordpress-plugins/wordpress-plugin-slicksocial-share-buttons/ @daver
    18. 18. BY 3RD PARTY • Link : https://socialcrawlytics.com @daver
    19. 19. 4. SOCIAL SIGNAL ANALYSIS
    20. 20. TOOLS Source: http://www.flickr.com/photos/usarmyafrica/5577101536/ Location: Rural schoolhouse renovation, Djibouti, March 2011 @daver
    21. 21. PLATFORMS @daver Source: http://www.graphicsfuel.com/2013/06/simple-flat-social-media-icons-psd-png/
    22. 22. NOT THE PLATFORMS YOU WERE LOOKING FOR? @daver Source: http://www.flickr.com/photos/lens-cap/8659812852/
    23. 23. CONTENT TYPE % of total social traffic pictures Personal Story product comparison resources music health infographic expert tips tutorial main Page @daver Source: http://www.covario.com/2013/08/measuring-your-content-marketing-effortswith-rio-seo-social-analytics-5/
    24. 24. GOALS OF ANALYSIS 1. Understand what worked on each platform 2. Look at ways to repeat (don’t over do it!) 3. Look at what could have gone wrong with pieces of content • NFL Theory 4. Look at what to test next 5. ABT (Always Be Testing) 6. And lastly, don’t forget that just because it failed once, it doesn’t mean it will fail again. • Wednesday Theory @daver
    25. 25. 5. ADJUST COURSE
    26. 26. SEARCH & SOCIAL SYNERGIES (Contributive Popularity) Contribution or Social Push Higher Search Rankings @daver
    27. 27. MARRIAGE MADE ONLINE! @daver
    28. 28. TAKEAWAYS 1. 2. 3. 4. Content Inventory Gather and Analyze Social Signals Test Create and Target Better (In Moderation!) @daver
    29. 29. APPENDIX: 3. TAKING INVENTORY OF SOCIAL SIGNALS
    30. 30. BY 3RD PARTY • Link : http://www.rioseo.com/socialretargeting-and-social-analytics/ % of total social traffic pictures Personal Story resources product comparison music health infographic expert tips tutorial main Page @daver Disclaimer: Rio SEO is a Covario company.

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