Leveraging Apps On Facebook To Get More
 

Leveraging Apps On Facebook To Get More

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  • This is what traditional link building is. It doesn’t work that well.
  • This is what traditional link building is. It doesn’t work that well.

Leveraging Apps On Facebook To Get More Leveraging Apps On Facebook To Get More Presentation Transcript

  • LEVERAGING APPS ONFACEBOOK TO GET MOREOr Using Facebook Data to Mine theWeb and Improve UX & ConversionsMICHAEL KINGDIRECTOR OF INBOUND MARKETING @ipullrank
  • DOWNLOAD THIS DECK:http://slidesha.re/fb-mining @ipullrank
  • YOU MIGHT HAVE READ ABOUT TARGET… You probably read this one due to the better title Target collects data on customers to determine when to market in order to capture mothers as customers for long periods of time. Forbes Article: http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a- teen-girl-was-pregnant-before-her-father-did/ Times Article: http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html?_r=2&pagewanted=1&hp @ipullrank
  • THE HOLY GRAIL OF DIGITAL MARKETINGINTENT INTERESTS DEMOGRAPHICS NETWORK Target collects data on customers to determine when to market in order to capture mothers as customers for long periods of time. Forbes Article: http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a- teen-girl-was-pregnant-before-her-father-did/ Times Article: http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html?_r=2&pagewanted=1&hp @ipullrank
  • DIFFERENCE BETWEEN FACEBOOK & GOOGLEINTENT INTERESTS DEMOGRAPHICS NETWORK Suddenly Google+ and combining of Google’s privacy policies makes sense don’t they? @ipullrank
  • BING & FACEBOOK WHAT ARE YOU DOING?INTENT INTERESTS DEMOGRAPHICS NETWORK Bing and Facebook have had an alliance for some time. Why haven’t they combined their data to offer hypertargeting? @ipullrank
  • THEY DON’T, BUT I’LL SHOW YOU HOW! Social Search Media Bringing Search and Social Media data together we can achieve the holy grail of marketing for own brands @ipullrank
  • THE NEW SEO PROCESS Opportunity Discovery Opportunity Discovery Optimization Business Goals Market Research Audience Research Keyword Research Content Strategy Measurement / Development Social Strategy / Technical Implementation Development @ipullrank
  • SEARCH IS TOO IMPERSONALInformational Navigational TransactionalWays to ____ Company Name Buy _____How to _____ Organization Download ____ nameWhat is _____ Domain name Get _____ Search is about needs and the standard keyword classifier are not enough to understand a searcher’s intent. @ipullrank
  • THEY DON’T, BUT I’LL SHOW YOU HOW!Music Moms Happy Raging Rock stars Involved InstructorsTypically uninformed gift givers Typically professional musicians at Typically professional musicians andlooking for information on the Hobbyists various stages of their careers that thought leaders/content creators whoright guitar for their happy Typically students or tend to spend more time creating talk about new techniques and havehobbyist or raging rockstar. amateur musicians content with their guitars only strong opinions about instruments andThese people enter the looking for the latest tips consuming content as new guitar brands. These tend to be quite active inconversation when they are and tricks for playing their technology is released. These are the acoustic guitar conversation.looking to make a purchase. guitar. These tend to be the influencers of the happy the most active content hobbyist group. creators in the acoustic guitar conversation. Search is about needs and the standard keyword classifier are not enough to understand a searcher’s intent. @ipullrank
  • WHAT ARE NEED STATES? This person probably needs information on Searches for the best acoustic guitar [best acoustic guitar] in order to make a purchasing decision. Need State is “Learning to Buy” orMusic Moms “Consider” in theTypically uninformed gift giverslooking for information on the Consumer Decisionright guitar for their happyhobbyist or raging rockstar. JourneyThese people enter theconversation when they arelooking to make a purchase. Need States are the user’s motivations behind their search which help eliminate keyword ambiguity and improves targeted copy The Consumer Decision Journey: http://www.revenews.com/online-marketing/consumers-go-on-a-journey-escaping- the-funnel/ @ipullrank
  • HOW DO WE DEVELOP THEM?Social Data Educated Personas &Business Goals Guessing Need StatesMarket Research Personas and need states are the art of educated guessing based on data. These are often defined by Strategy and UX teams @ipullrank
  • HOW DO WE KNOW WE’RE RIGHT? Now more than ever there is enough data to verify your personas through measurement. @ipullrank
  • FINDING OUTWHO YOURCUSTOMERS ARE
  • BUSINESS GOALS? Sell More 3D TVs More Shares in Social Media Occupy the Conversation Use the client’s business goals to drive audience understanding. @ipullrank
  • FACEBOOK INSIGHTS Non-U.S 12% Female 36%Gender Country Male 64% U.S 88% FemaleAge distribution Male Does the site have an existing Facebook page? FB Insights has demographic data @ipullrank
  • PERSONA DEVELOPMENT Who does ComScore, AdPlanner, etc say is the audience for this vertical? If it’s a new site check out a competitor’s site in Ad Planner @ipullrank
  • USE FACEBOOK AD CREATOR Use the FB tool to see how many people fall into an audience by interest and demo. This tool is the Adwords Keyword Tool of Personas http://www.facebook.com/ads/create/ @ipullrank
  • PRELIMINARY SOCIAL LISTENING Use a few broad keywords to see who is talking in Social Media. @ipullrank
  • SOCIAL LISTENING Social Mention Topsy Amplicate Start your social listening in Topsy, Social Mention, and/or Amplicate. Paid enterprise tools such as Radian6, ScoutLabs, also available. @ipullrank
  • DISCUSSION LISTENING See what people are talking about on blog and discussion forums and understand what they are really into. @ipullrank
  • PRELIMINARY KEYWORD RESEARCH Apparently this audience wants to know about the best 3d tv without glasses Use a few broad keywords to discover related popular topics. @ipullrank
  • USE QUORA ProTip: Keep track of influencers for link building Identify questions and people in the vertical that are important to the business goals @ipullrank
  • USE QUORA FOR KEYWORD RESEARCH ProTip: Use Scraper for Chrome w/ the Adwords API plugin Put Quora questions into the keyword tool to identify the associated keywords opps Scraper for Chrome: http://chrome.google.com/webstore/detail/mbigbapnjcgaffohmbkdlecaccepngjd @ipullrank Google Adwords API Plugin for Excel: https://seogadget.co.uk/update-adwords-api/ (@seogadget)
  • USE QUORA FOR KEYWORD RESEARCH Insights from one fuel research in the other; Iterate to a great list of final keywords @ipullrank
  • DEFINE YOUR AUDIENCE Curious George Gamer Film Purist Tech Geek• 18-32 • 18-32 • 22-40 • 22-40• Male • Male • Male • Male• Loves indie rock • Loves all music • Loves film soundtracks • Loves Techno• Wishes he had a beard • Wishes he could move • Wishes he could live in • Wishes you would stop out his mom’s the movie Avatar invading his online basement privacy Break your audience into four core groups based on all the data you’ve collected @ipullrank
  • DEFINE YOUR NEED STATES 3D Gamers Tech Geeks 3D Film Lovers 3D Curiosities There are more people in this group than the 3D Advocates 3D Advocate group. They are intrigued by 3D These people are participating in very detailed and how it could fit into their home life, but conversation about 3D through the lens of their they haven’t made the decision to purchase.passion. They get satisfaction from demonstrating They can relate to the advocate grouptheir knowledge about 3D and their opinion about through their shared passion points. its use in media. Content Creation Content ConsumptionAware Creating Aware Aware Aware Unaware Unaware Unaware Content Looking Owner Ready to Buy Ready to Buy Interested Unsure for 3D Content Based on your research identify the phases of need in the search process or just use the consumer decision journey. @ipullrank
  • DEFINE YOUR NEED STATESCurious George is a hipsterbetween 18 and 32. He’s a collegeeducated graphic designer with a lot oftime on his hands. He doesn’t like to be 800the last to find out about things but he 700doesn’t know if this 3D thing is going to 600stick around long. Curious George liked 500Avatar but he isn’t crazy about it like some 400people. Really he’s looking to find out if a 3003D TV is going to become cool and if so 200he wants to be down before it becomes 100cool. 0 Positive Negative Based on your research identify the phases of need in the search process or just use the consumer decision journey. @ipullrank
  • GOOGLEBOT: THE 5TH PERSONA Googlebot • 17 • Eunuch • Needs explicit explanations • Is somewhat visually- impaired • Loves Google+ • Wants to know the newest info on 3D TV We know Googlebot’s attributes so think of it as an influencer in your audience. Read: “Just How Smart Are Search Robots” http://www.seomoz.org/blog/just-how- @ipullrank smart-are-search-robots
  • DO FINAL KEYWORD RESEARCH Local Monthly Target Keyword Searches Page Persona Need State Curious Unaware 3d glasses 18100 Glasses George Interested 2d to 3d conversion 1000 Conversion Tech Geek Aware Owner Curious Unaware 3d tv glasses 1000 Glasses George Interested Curious glasses free 3d 1000 Glasses George Aware Owner Curious real 3d glasses 1000 Glasses George Aware Owner 3d ready 720 3D-Ready All All 3d ready tv 590 3D-Ready All All 3d active glasses 390 Active/Passive Tech Geek Aware Owner active 3d glasses 390 Active/Passive Tech Geek Aware Owner Based everything you know about your audience find and categorize keywords @ipullrank
  • INCOMINGACTIONABLEMATERIAL
  • MEASURE TO VALIDATE PERSONAS Curious George • 18-32 • Male • Loves indie rock • Wishes he had a beard Validate your hypotheses via data collected in conversions and visits. You can also test effectiveness using demographic targeting with Facebook Ads and Paid Search @ipullrank
  • USE KEYWORD-LEVEL DEMOGRAPHICS Search Keyword-LevelFB:Admin Demographics Referrers Post: http://www.seomoz.org/blog/keyword-level-demographics Code: http://www.github.com/ipullrank/keyword-level-demographics @ipullrank
  • KEYWORD-LEVEL DEMOGRAPHICS DATABIRTHDATE KEYWORD Here’s an example of demographic data in Google Analytics @ipullrank
  • PROTIP: JUST TRACK THE PERSONACheck for key attributes of the persona with an if statement if (demos.age >= „18‟ && demos.age <= „40‟ && demos.gender=“male” && demos.state == “New York”) { _gaq.push([„_setCustomVar‟,‟1‟,‟Persona‟,‟Curi ous George‟,1]); } Push just the name rather than all of the data points Identify the key criteria and just push the name of the persona to GA for ease. @ipullrank
  • KEYWORD OWNERSHIP OWNER Curious George Gamer Film Purist Tech Geek • 18-32 • 18-32 • 22-40 • 22-40 • Male • Male • Male • Male • Loves indie rock • Loves all music • Loves film soundtracks • Loves Techno • Wishes he had a beard • Wishes he could move • Wishes he could live in • Wishes you would stop out his mom’s the movie Avatar invading his online basement privacy• 5000 Searches Monthly • 600 Searches Monthly • 1000 Searches Monthly • 100 Searches Monthly• Conversion Rate 5% • Conversion Rate 2% • Conversion Rate 0.5% • Conversion Rate 0.2% Once a statistically significant dataset is compiled it can be determined which demographic and/or persona is more likely to convert for a given keyword and develop messaging that focuses on that group. @ipullrank
  • KEYWORD OWNERSHIPWhat Normal Users See What Curious George Sees Curious George • 18-32 • Male • Loves indie rock • Wishes he had a beard (Dramatization) Using this data you can build a site that reflects the persona when they arrive @ipullrank
  • KEYWORD OWNERSHIP Initial Conversion Persona Keyword Subsequent Conversion Keyword Keyword Rate Revenue Keyword Rate Revenue Sneakers 5% Curious George $50 Sneakers 40% $50 Sneakers 5% Curious George $50 Windbreakers 60% $100 Sneakers 5% Curious George $50 T-Shirts 20% $20 Windbreakers 3% Curious George $100 Sneakers 32% $50 Windbreakers 3% Curious George $100 Windbreakers 5% $100 Windbreakers 3% Curious George $100 T-shirts 80% $20 T-shirts 2% Curious George $20 Sneakers 50% $50 T-shirts 2% Curious George $20 Windbreakers 40% $100 T-shirts 2% Curious George $20 T-shirts 75% $20 Tracking keyword demographics also allows the attribution of future purchases to the original keyword and will give way to keyword matrices. @ipullrank
  • DEFAULT PLAIN-ISH SLIDE Pregnant PaulaTarget defines Target collects data Pregnant Paula Target markets Pregnant Paulapersonas based on from purchases and purchase gives specifically to buys tons of babycustomer data other sources Target clues pregnant Paula items over time.We develop personas Users come from Curious George We aggressively target Curious Georgebased on social data search, we collect buys a pair of in other channels for comes back and data sneakers the next buy buys a windbreaker Curious George @ipullrank
  • THE WINNING FORMULAS Keyword Price per Keyword Earnings Annual Earnings Ratio per initial click Annual Earnings Keyword per initial click Earnings Yield Price per Keyword Based on how often an initial keyword leads to future conversions of subsequent keywords businesses will be able to measure the annual value of a keyword and react accordingly. @ipullrank
  • OTHER DATA SOURCES LinkedIn Google+ Opt-In Opt-In Professional data [Not Provided] Although Facebook is the most granular and adopted, these other outlets also allow you to get data on your users. LinkedIn Profile Data: https://developer.linkedin.com/documents/profile-fields @ipullrank G+ API People Data: https://developers.google.com/+/api/latest/people
  • MEET GARY & COGSWELL What’s up Sydney?! Hi, I’m I’m Gary! Cogswell! Gary & Cogswell are the stars of a new SEO comic strip that I write on the iAcquire blog. Check them out! http://blog.iacquire.com/ @ipullrank
  • THE FINAL WORDWE WANT MORE! BRINGON THE BONUS SLIDES! @ipullrank
  • OTHER DATA SOURCES Track what social network your visitors are logged into Post: http://www.seomoz.org/blog/visitor-social-network-login-status-google-analytics (@tomanthonyseo) Wordpress Plugin: http://www.springest.co.uk/social-analytics (@MartijnSch) @ipullrank
  • USE MICRO CONVERSIONS If you can’t get the info from sales or an external source, use micro-conversions @ipullrank
  • INTERNAL SEARCH IS A GOLD MINE Internal Search Query Search Query Internal Persona Keyword Search Traffic Sick Suzy Order flu vaccine flu 456 Fluzone single dose vial Sick Suzy purchase Fluzone 4234 Sick Suzy About_the_flu Foot file 31 Ndc code for Sick Suzy fluzone Hep a 7863 Sick Suzy influenza Ez order 90507 If you can’t get the info from sales or an external source, use micro-conversions @ipullrank
  • TRACKING RANKINGS IN ANALYTICSRanking Keyword Post: http://www.seomoz.org/blog/gettings-rankings-into-ga-using-custom-variables (@dohertyjf) Code: https://github.com/ipullrank/Google-Analytics-Rankings @ipullrank
  • WHAT RANKING CONVERTS BETTER? Target Keyword Ranking Conversion Rate 3d glasses 1 17.63% 3d glasses 2 67.47% 3d glasses 3 58.00% 3d glasses 4 35.15% 3d glasses 2 98.37% People are oftentimes shopping around and therefore ranking first does not result in a conversion. @ipullrank
  • WHAT RANKING CONVERTS BETTER?Position #1 messaging Position #2 messaging Historically converting positionThe Time Constraint The Challenge Normal Messaging Change messaging and offer different features like price comparisons based on rankings to help visitors convert Read: www.zazzlemedia.co.uk/blog/dynamic-messaging-based-on-ranking-to-improve-conversion/ @ipullrank
  • [NOT PROVIDED] WHO CARES?! Local Target Monthly Search Target Need Conversion Landing Page Keyword Ranking Searches Page Traffic Persona State Rate Curious Unaware/3d-glasses.html 3d glasses 10 18100 Glasses 671 George Interested 17.63% /2d-3d- 2d to 3d Awareconversion.html conversion 2 1000 Conversion 400 Tech Geek Owner 67.47% /3d-tv- Curious Unaware glasses.html 3d tv glasses 3 1000 Glasses 489 George Interested 58.00% /glasses-free- Curious Aware 3d.html glasses free 3d 1 1000 Glasses 1289 George Owner 35.15% /real-3d- Curious Aware glasses.html real 3d glasses 2 1000 Glasses 852 George Owner 98.37% /3d-ready.html 3d ready 2 720 3D-Ready 607 All All 73.05%/3d-ready-tv.html 3d ready tv 2 590 3D-Ready 276 All All 85.49% The question is not “does this keyword convert?” The questions are does the messaging on this page convert for the target audience? Does that page have visibility for the target keyword? @ipullrank
  • ACHIEVEMENT UNLOCKED Search is in a unique position to achieve perfect targeting to improve conversions and ROI. Don’t let Google beat you to it. @ipullrank
  • MICHAEL KINGDirector of Inbound Marketing www.iacquire.com mike@iacquire.com @iPullRank THANK YOU / Q&A