Past present & future of personas in search
 

Past present & future of personas in search

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Michael King's (iPullRank) SMX presentation on using personas for search to improve conversion.

Michael King's (iPullRank) SMX presentation on using personas for search to improve conversion.

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  • You might have heard of it.FB:admin allows you to get the data of any logged in user that comes to your site providing you can convince them to opt-inMat Clayton - MixcloudPandora does this when you sign up before you give them any info and uses your data to inform the music genome
  • The same way otherwise won’t know anything definitive about your users unless there is some sort of information gathering transaction you didn’t know anything about me.But with Facebook you know a ton about me, and if you implement FB:admins you have access to just as much data dynamically for any user that opts-in
  • searchRef is the function that grabs the keyword from the referrer and keeps track of it. Requires the sessvars.js getFBdemos grabs the data from FB
  • This is the code for pushing the data to custom segments in GAYou only get 5 custom segments in GA, so choose the data most important to you. I keep track of the referrer, A/S/L, and FB 3rd party ID but you can go for any of the data that the user makes available.
  • Here it is running live on one of my personal websites.My clients are in the process of adopting this as I speak.
  • You can figure out what persona truly owns the given keyword or if there is a demographic outside of the 4 you’ve determined.
  • Once you’ve determined the demographics and the ownership you can prepare messaging (using JavaScript so it’s not cloaking) that directly targets those demographics and improve conversion.This is all stuff you can do right now for free. Sure you could use ComScore and Quantcast data and accomplish the same thing but that data is broad, this data is specific and granular.MixCloud reported a 55% drop in bounce rate and 80% increase in signup rate
  • Wait how’d that get in there?

Past present & future of personas in search Past present & future of personas in search Presentation Transcript

  • The Past Present & Future of Personas in Search
    Michael King
    SEO Manager / Publicis Modem
    @ipullrank
  • Search Marketers are Shortsighted
    Typically in Search we only categorize keywords into informational, navigational and transactional queries.
  • Search Marketers Need to Grow Up
    We are not just Search Marketers anymore we are full-fledged Digital Strategists.
  • People Search to Fulfill a Need
    Keywords must be categorized by the need states of personas and messaging must reflect those need states to improve conversion.
  • You’re Too Late To Be Cutting Edge
    If you don’t already use personas in your Search efforts you are trying to strike an invisible moving target while your competitors are effortlessly hitting the bullseye.
  • Luckily You Just Met Me…
    In the next 13 minutes (and counting) I will get you up to speed on lowering cost of acquisitionand take you into the future of increasing the life cycle and subsequent conversions.
  • THE PAST
    PERSONA RESEARCH AND DEVELOPMENT USING SOCIAL MEDIA
  • Using Social Media to Define Personas
    Use the existing conversation in social media to identify need states and inform keyword research to ultimately define personas.
  • Social Listening Tools
    Scout Labs
    Alterian SM2
    For my shoestring budget hustlers
    Social Mention
    Scout Labs & Alterian SM2 are extensive and expensive social listening tools but you can grab a decent data set for free using Social Mention.
  • Identify Need States
    Weight Loss
    Weight Management
    The TWTU Supporter
    This diet is perfect for anyone who needs that “umph” to lose those few pounds, quickly
    The Calorie Tracker
    I’m so glad [Yogurt Brand] is compatible with my points system .
    The Dieter
    [Yogurt Brand] helps curb my cravings so I can continue on my path toward losing weight
    The Maintainer
    I’ve lost a lot of weight, I can’t afford to cave to temptation when I’ve come this far
    .
    The Event Planner
    I need to lose 5-10 pounds in time for this event. I need a plan that gets noticeable results
    TWTU Skeptics
    This diet is unrealistic and not healthy – too extreme
    New Mom
    I want a low-calorie way to get my calcium so I can get the nutrients we need while losing the rest of this baby weight
    Steady Achiever
    I’ve lost a considerable amount of weight except for these pesky few pounds. I need to reach my goal by Thanksgiving.
    Distill the conversation in social media down to the need states of the people talking.
  • Define Personas
    The Connoisseur
    Super Tasters
    Newer to the product category but partial to authentic Greek yogurt because of the taste and texture; loyal to brands like Fage , Oikos and Chiobani; appreciates the authenticity of ingredients; uses Greek yogurt for cooking and baking; likes to enhance Greek yogurt with fruit and other toppings
    Integrity Protectors
    Consumed Greek yogurt before it became popular – feels entitled to defend ‘real’ Greek yogurt against newer ‘inferior’ brands entering the product category; savvy about ingredients and passionate about the unique straining process; tends to be set in her ways in terms of maintaining a healthy diet; loyal to original brands like Fage and Oikos
    The Steadfast Seeker
    Optimists
    Looks for ways of improving Greek yogurt but wishes she had a more accessible way to enjoy it; experiments with different brands like Yoplait and Dannon to find the best tasting option; sensitive to the higher price point of the original Greek Yogurt brands
    Brand Loyalists
    Wants a more familiar way to enjoy Greek yogurt; overall, hates the taste of Greek yogurt; loyal to the [Yogurt brand ]and appreciates the variety of flavors that Yoplait offers in their Greek yogurt line; appreciates not having to enhance the flavor of Greek yogurt to make it more enjoyable
    Use Social Listening to isolate key types within the conversation. Segment them into up to four groups or personas.
  • Identify Keyword Opportunities
    The Amateur
    The Reluctant Partaker
    The Connoisseur
    The Steadfast Seeker
    high protein
    choke down
    smoothies
    toppings
    too tangy
    weight training
    body building
    low fat
    physical fitness
    recipes
    no brand loyalty
    gross taste
    high price
    too thick
    Yoplait
    Dannon
    better tasting options
    health benefits
    need more variety
    toppings
    loves Greek
    straining process
    minimal ingredients
    no preservatives
    Fage
    Oikos
    rich texture
    Greek-style
    never/hardly tried
    likes blended yogurt
    wants Greek benefits
    tart taste
    attracted to variety
    no brand loyalty
    Use the conversation to understand what words personas naturally associate with elements of your product or service and apply those to keyword research and messaging
  • Create Targeted Messaging
    Present optimized messaging that will resonate with your personas with the goal of maximizing conversion.
    This is the magic behind Facebook Ads
  • Test Everything
    Test your messaging in Pay-Per-Click to get a sense of how well they will perform in Organic Search.
  • Case In Point: Air Travel
    1. 2. 3. 4 5. 6. 7.
    Research
    Decision-
    making
    Booking
    Pre-flight
    Travel
    Post-travel
    Motivation
    to travel
    How do I crystallize my travels so that they are easy to share, and provide inspiration to me and others evermore?
    What do I need to do to activate my trip so that it’s as easy as possible?
    Who can I rely on to help me make the most of my trip?
    Who’s going to help me fine tune and make the plan possible?
    I want to collect new experience, add to my personal story, and create special memories
    What is out there that would be fun and interesting to do alone and/or with the people I care about?
    Of the options available, what is feasible given time & budget constraints?
    Need States
    Organize:
    -Memories/events
    -Evidence you’ve been there/ Memorabilia
    -New ideas
    Package:
    Trip takeouts so as to extend the benefits gained from the trip
    Share:
    To build on and showcase who you are
    Occasion:
    • Season/Holiday
    • NY’ eve
    • Valentine’s D
    • Honeymoon
    • Birthday gift
    • Anniversary
    • Stag do
    • Reunion
    • Accomplishment
    • Time off
    Experience:
    -Broaden horizon
    -Hobby/skill
    -Well-being/R&R
    -Adventure
    -Landscape (sea, mountain, plant)
    -Weather (sun, snow, wind)
    Locate:
    Key trip info:
    -Luggage rules
    -Check in time
    -Terminal to go to
    -Currency exchange
    -Ways to and from airport
    -Travel tips
    Book:
    -Car hire
    -Accommodation
    -Airport bus
    Manage:
    Info updates, efficient and easy task completion
    Connect:
    -With local info
    -With resources (guides, gurus)
    -Activity ideas
    Record:
    -Experiences
    -Memories
    -New ideas, contacts, knowledge
    Get Ideas:
    From friends, family,colleagues, extended social media network, bloggers, TV personalities, movies, activity groups & forums
    Search for:
    Occasion or experience sought on google, publications, forums, social media groups,etc
    Search for:
    Activity and experience options at different destinations
    Compare:
    Destination options based on timings, costs, and ease of getting there
    Search for:
    -Cheapest flight options based on timings
    - Cheapest flight options based on destination (look for promos and time suggestions)
    Compare:
    Time options vs. budget across key providers
    Commit:
    To a scenario
    Examples of What’s happening
    Experience
    Commitment
    Inspiration
    Research
    We listened to the questions people ask when searching for air travel and why.
  • Semantic Grouping
    1. 2. 3. 4 5. 6. 7.
    Research
    Decision-
    making
    Booking
    Pre-flight
    Travel
    Post-travel
    Motivation
    to travel
    Remember
    Simplify
    Connect
    Offering
    Occasion
    Activity
    Destination
    Core Semantic Groups
    We identified the need state matched the client’s business goals and mapped them to semantic groups.
    Flights
    Country/Region
    Logistics
    Timing
    City/Airport
    Cheap Flights
  • Keyword Mapping
    We mapped core semantic groups to keywords informed by social listening and then optimized accordingly.
  • Performance
    Organic Traffic
    Bookings
    Conversions improved in every need state in concert with improvement of traffic from Organic Search. It worked.
  • Case In Point: Consumer Electronics
    INFLUENCERS
    TARGET
    We used personas inform messaging for the target audience and determine who to reach out to for link building campaigns
  • THE FUTURE
    KEYWORD ARBITRAGE: CAPITALIZING UPON OFFSET IN LONG TERM KEYWORD VALUE
    THE PRESENT
    KEYWORD-LEVEL DEMOGRAPHICS
  • What if I told you….
    …there is a free way to find out exactly who every person is that comes to your site for per keyword
  • By the way I’m Michael King
    SEO Manager at Publicis Modem recently left Razorfish
    Studied Computer Science at Howard University
    Lives in Brooklyn
    From Philadelphia
    Born August 29th, 1981
    Speaks American English & Pig Latin
    Wouldn’t you want to have this info for every person that comes to your site?
  • The Flux Capacitor
    Keyword-Level
    Demographics
    Search
    Referrers
    FB:Admin
  • FB:Admin Code
    ProTip:Sessionize the original referrer when they first get to the site in case the user opts-in via Facebook later during their visit. Clear the session variable if they come from Search again.
    JavaScript does not natively support Session Variables so check out SessVars.js by Thomas Frank - http://www.thomasfrank.se/sessionvars.html
    @matclayton’s presentation:http://www.slideshare.net/matclayton/mozcon-seattle-2011-social-design
  • More Code
    Function to grab Facebook Data
    Function to grab the Search Referrer
    function searchRef()
    {
    if (typeofsessvars.ref == 'undefined')
    {
    // grab document referrer
    varurl = String(document.referrer);
    window.console.log("Doc Ref: " + url);
    // confirm they came from search
    if ((url.indexOf ("google.com") !=-1) || (url.indexOf ("yahoo.com") !=-1) || (url.indexOf("bing.com") !=-1))
    {
    varurlVars = {};
    var parts = url.replace(/[?&]+([^=&]+)=([^&]*)/gi, function(m,key,value)
    {
    urlVars[key] = value;
    });
    urlVars["q"] = unescape(urlVars["q"]);
    urlVars["q"] = urlVars["q"].replace(/%20/g," ");
    sessvars.ref = urlVars["q"].replace(/+/g, " ");
    }
    else
    {
    sessvars.ref = "not search";
    window.console.log("Referrer = " + ref);
    }
    return sessvars.ref;
    }
    else{
    window.console.log("Referrer = " + ref);
    return sessvars.ref;
    }
    }
    All code can be found at: http://www.ipullrank.com/code/keyword-demographics
  • GA Custom Variables Code
    _gaq.push(['_setCustomVar',      1,                   // This custom var is set to slot #1.  Required // parameter. You can do 1 - 5      ‘Referrer',     // Category for the user activity.  Required parameter.      ‘Keyword',     // Value of the custom variable.  Required parameter.      1                   // Sets the scope to page-level.  Optional parameter.
    // 1 – Visitor-Level, 2- Session-Level, 3- Page-Level   ]);
    Google Analytics function for pushing to Custom Variables
    Function for passing data to Custom Variables
  • Tada!
    It takes up to 72 hours for Custom Variables to Appear in Google Analytics so I don’t have a screenshot but this is the data from the JavaScript Console
    Birthday
    Gender
    Search Keyword
    Facebook ID
    Location
    Here is the data being pushed to Google Analytics
  • Keyword Ownership
    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.
    OWNER
    Tech Geek
    Gamer
    Film Purist
    Curious George
    • 18-32
    • Male
    • Loves indie rock
    • Wishes he had a beard
    • 22-40
    • Male
    • Loves film soundtracks
    • Wishes he could live in the movie Avatar
    • 18-32
    • Male
    • Loves all music
    • Wishes he could move out his mom’s basement
    • 22-40
    • Male
    • Loves Techno
    • Wishes you would stopinvading his online privacy
    • 5000 Searches Monthly
    • Conversion Rate 5%
    • 1000 Searches Monthly
    • Conversion Rate 0.5%
    • 100 Searches Monthly
    • Conversion Rate 0.2%
    • 600 Searches Monthly
    • Conversion Rate 2%
  • Dynamic Targeting
    Using the Facebook data user experiences can be tailored dynamically to reflect properties of the persona when they visit.
    What Normal Users See
    What Curious George Sees
    Curious George
    • 18-32
    • Male
    • Loves indie rock
    • Wishes he had a beard
    Conversion will Improve Dramatically
  • THE FUTURE
    KEYWORD ARBITRAGE: CAPITALIZING ON OFFSETS IN LONG TERM KEYWORD VALUE
  • Keyword Arbitrage
    Tracking keyword demographics also allows the attribution of future purchases to the original keyword and will give way to keyword matrices.
  • Subsequent Conversion Prediction
    Curious George
    60% of these users that buy sneakers from the keyword “sneakers” come back and purchase windbreakers
    These keyword matrices will allow the prediction of what the persona is likely to buy next so you know which people to aggressively pursue through retargeting and other channels such as email.
  • Annual Keyword Value
    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.
    Keyword
    Earnings
    Ratio
    Price per Keyword
    Annual Earnings
    per initial click
    Annual Earnings
    per initial click
    Keyword
    Earnings
    Yield
    Price per Keyword
  • Search ROI
    Connecting Search to Conversion with Keyword-Level Demographics gives upticks in Search a directly quantifiable and forecast-able ROI.
    The future is now. Search has finally grown up.
  • The Credits
    Thank you to all the brilliant people who let me reference their awesome work and/or helped me make sense of my crazy ideas.
    Jason Pearson - @jasonpear
    Tony Effik - @aeffik
    Dupe Arolow - @dupe116
    Micah Schipior - @micahschipior
    Mat Clayton - @matclayton
    Dennis Goedegebuure - @TheNextCorner
    Tom Critchlow - @TomCritchlow
    Joshua Giardino - @Techarity
    Pete Sena - @petesena
  • Thank You.
    Michael King
    SEO Manager
    www.ipullrank.com
    michael.king@publicismodem.com
    @iPullRank
  • Appendix
    Mat Clayton’s Social Design Presentation:
    http://www.slideshare.net/matclayton/mozcon-seattle-2011-social-design
    John Doherty’s Notes on Mat Clayton’s Presentation:
    http://www.johnfdoherty.com/social-design-how-to-co-mingle-social-features-earn-traffic-mozcon/
    Facebook Open Graph Protocol Reference:
    http://developers.facebook.com/docs/opengraph/
    Google Analytics Custom Variables:
    http://code.google.com/apis/analytics/docs/tracking/gaTrackingCustomVariables.html
    My Keyword-Level Demographics Post on SEOmoz (Up 9/14/11):
    http://www.seomoz.org/blog/keyword-level-demographics
    My Code Repository:
    http://www.ipullrank.com/code/keyword-demographics
    Justin Briggs’ post on using Personas in Link Building
    http://outspokenmedia.com/seo/content-based-outreach-for-link-building/