IS THISRELATIONSHIPRIGHT FOR YOU?Tools and Methodsfor EvaluatingRelationshipsGlenn Walker@walkergv
WHO ARE YOUANYWAY• Partner @ Local Digital  Marketing Agency• A Developer and Web  Designer (Wordpress -  Yeah!)• My speci...
HOOUSEKEEPING &FORMALITIES• Not very Wordpressy• No Live Coding• http://tikodigital.com/  blog• Philosophy
HEALTHYRELATIONSHIPSREQUIRES GIVE  AND TAKE.
YOU ARE A GIVER A CARING       NURTURER
RELATIONSHIPS WITH     READERS        @walkergv
GIVE LOVE TO RECEIVE        LOVE         @walkergv
WHAT RELATIONSHIP DO YOU         WANT?                        100 Friends                        80 Followers             ...
I’M A GIVER, A CARING      NURTURER
WAYS TO ANALYZE CONTENT           SUCCESS• COUNT SOCIAL SHARES (GOOD)• QUALITY OF SOCIAL SHARES  (BETTER)  – Large Engaged...
TOPSY.COM – QUICK WAYTO EVALUATE TWITTER SHARES                       BIG FOLLOWER COUNTS                       Following ...
HONEST SELF EXAMINATION• ENGAGED FEW PEOPLE OUTSIDE  THE COMPANY (PPC ASSOCIATES)• NO RETWEETS, FEW TWEETS FROM  INFLUENCE...
WE ALL WANT MORE LOVE
Y U GET SO MUCH LOVE?                     THERESA BAIOCCO                     51 TWEETS                     30 LIKES      ...
WHATS SHE GOT ANYWAY?•   BETTER HEADLINE    • POPULAR INDUSTRY TERM – Conversion Rate      Optimization    • TOP 10 STYLE ...
RIGHT FROM HER ARTICLE,          ARGHHH• DEFINE KEY PERFORMANCE INDICATORS• FIGURE OUT WHAT’S PREVENTING PEOPLE  FROM DOIN...
WHY TWITTER IS AWESOME          @walkergv
ENVY ISN’T ALWAYS BAD
BOOK RECOMMENDATION        @walkergv
TAKE ANOTHER KICK AT THE CAT            @walkergv
DON’T BE INSANE. CHANGE AND               ADJUST•       BETTER HEADLINE        • POPULAR INDUSTRY TERM – PPC (Pay Per Clic...
MORE SHARES (GOOD)POST1POST2        @walkergv
BACK TO TOPSY.COM – MORE ENGAGEMENT               (Better!)                        ME! – 136 Followers (yeah me!)         ...
HONEST SELF EXAMINATION• 4X MORE FB LIKES and INSHARES• TWEETS FROM INFLUENCERS OUTSIDE  COMPANY• COMPLIMENTS FROM FRIENDS...
RELATIONSHI     PS    AREHARD WORK
JUDGEMENT IS EASY!
GOOD ANALYSIS• DEFINE YOUR GOAL  (I WANT MORE PROPLE TO ENGAGE MY  CONTENT)• FIGURE OUT WHAT YOU WANT?  (I WANT TO SHARE M...
THE MARK   @walkergv
NOTE: DON’T PUT A BULLSEYE ON ANOTHER  MAN’S WIFE. I’M OLD SCHOOL LIKE THAT                 @walkergv
WHY PAPER LEAF?• THEY SEEM TO DO IT WELL• TALK ABOUT MANY OF THE THINGS I WANT TO  TALK ABOUT (DESIGN WEB & OTHERWISE)• PA...
GATHER INFORMATION (LOTS OF            IT)
YOU COULD BROWSE EVERY PAGE,  OBSERVE AND TAKE NOTES.            @walkergv
USEFUL FACT: COMPUTERS ARE REALLY              GOOD AT GATHERING AND PROCESSING DATA.               @walkergv
FREE TOOLS FOR  SPIDERING   SCREAMING FROG SEO   SPIDER (FREE & PRO   VERSIONS)   (WIN, MAC AND LINUX –   JAVA) LINK SLEUT...
@walkergv
@walkergv
WHAT DO WE HAVE         HERE?A LIST OF 262 PAPER LEAF’S BLOG POSTS                 @walkergv
COLLECT ALL THE LITTLE BITS
WORK SMARTER NOT    HARDER   MICROSOFT EXCEL   SEO TOOLS FOR EXCEL (FREE   ADD-IN)          @walkergv
COLLECT SOCIAL SHARES   BUILT IN FUNCTIONS - FTW   =FacebookLikes([URL])   =TwitterCount([URL])   =GooglePlusCount([URL]) ...
SORRY
ADVANCED SCRAPING      USE XPATH TO PLUCK  INFORMATION RIGHT OFF THE    PAGES. USE JSONPATH TO              @walkergv PARS...
XPATH – WTF!!!• A QUERY LANGUAGE FOR SELECTING THE  NODES OF AN XML DOCUMENT• IT WORKS ON (X)HTML – LIKE WEB PAGES!• SEO T...
@walkergv
IT’S PRETTY LOGICALPAGE         HTML                  XPATH        <div class=“date”>       September 24, 2012    //div[@c...
JSONPATH TO PARSE THE API         RESPONSE – HUH?• APPLICATION PROGRAMMING INTERFACE (API)• ALLOWS COMPUTERS TO TALK TO EA...
SIMPLE ONE• SEO TOOLS FUNCTION IN EXCEL  =JSONPathOnUrl( [URL], JSONPTH)• The JSON PATH WE USED WAS - $.count• RESULT WAS ...
OWNS ALL THE LITTLE BITS
@walkergv
WHAT DO WE HAVE          HERE?• A LIST OF 262 PAPER LEAF’S BLOG POSTS• WE HAVE THE SOCIAL OUTCOMES OF  POSTS FOR OVER 3 YE...
YOU COULD DO THIS FOR SEVERAL SITES YOU                ADMIRE                 @walkergv
CHISEL AWAY   THE STONE     SO THE   SCULPTUREWITHIN THE ROCK  IS REVEALED
@walkergv
8               0                   2                       4                           6                                 ...
LOOK AT THE DATA A NEW         WAY          Paper Leaf Social Shares                        Twitter   Google Plus   Facebo...
FILTER TO FIND MORE      JUST TWEETS         @walkergv
@walkergv
MOST POPULAR POSTS ON              TWITTER    • Color Theory Quick Reference Poster    • How to Kern Properly: Essential T...
LOOK TO THE BRIGHT SPOTS    Fb Likes Google+ Tweets Comments External Links           630      14    246       64         ...
FIND OUT WHY IT’S POPULAR
FIND OUT WHO TWEETED -         TOPSY          @walkergv
COMMENTS & POSTBACKS         @walkergv
HOW TO FIND OUT WHO LINKED     TO YOUR CONTENT• GOOGLE QUERY (link:www.paper-leaf.com) -  Sample• GOOGLE WEBMASTER TOOLS• ...
WHY WAS CT POSTER        POPULAR?• TIME, TALENT AND CAPITAL• PICKED UP BY SEVERAL HIGH PROFILE  BLOGS  • webdesignledger.c...
MAKE AND SHARE YOUR OWN      BRIGHT SPOTS
DO WHAT WORKS      @walkergv
0                               50                                    100                                          150    ...
FACT: REAL PEOPLE SHARE CONTENT  AND YOU KNOW WHO THEY ARE              @walkergv
IDEA: TELL THEM ABOUT IT          @walkergv
HELP WHAT WORKS@paweltkaczyk YOU LIKED MY LAST POSTTHOUGHT YOU MIGHT LIKE MY NEW ONEhttp://paper-leaf.com/awesome-poster  ...
HELP WHAT WORKSDEAR WEB DESIGN LEDGER,YOU LIKED MY LAST POSTER THOUGHT YOUMIGHT LIKE MY NEWEST POSTER ON DESIGN.http://pap...
TAKE AWAYS
@walkergv
@walkergv
@walkergv
@walkergv
“Early to bed, early to rise.Work like hell andadvertise!”                         - TedTurner             @walkergv
@walkergv
@walkergv
Wordcamp 2012 Presentation
Wordcamp 2012 Presentation
Wordcamp 2012 Presentation
Wordcamp 2012 Presentation
Wordcamp 2012 Presentation
Wordcamp 2012 Presentation
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Wordcamp 2012 Presentation

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IS THIS RELATIONSHIP RIGHT FOR YOU? - Tools and Methods
for Evaluating Relationships

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Wordcamp 2012 Presentation

  1. 1. IS THISRELATIONSHIPRIGHT FOR YOU?Tools and Methodsfor EvaluatingRelationshipsGlenn Walker@walkergv
  2. 2. WHO ARE YOUANYWAY• Partner @ Local Digital Marketing Agency• A Developer and Web Designer (Wordpress - Yeah!)• My specialties are Paid Online Marketing and Analysis• Fond of Number Crunching
  3. 3. HOOUSEKEEPING &FORMALITIES• Not very Wordpressy• No Live Coding• http://tikodigital.com/ blog• Philosophy
  4. 4. HEALTHYRELATIONSHIPSREQUIRES GIVE AND TAKE.
  5. 5. YOU ARE A GIVER A CARING NURTURER
  6. 6. RELATIONSHIPS WITH READERS @walkergv
  7. 7. GIVE LOVE TO RECEIVE LOVE @walkergv
  8. 8. WHAT RELATIONSHIP DO YOU WANT? 100 Friends 80 Followers 3 Followers Small Niche Blogger 7 Followers 67 Thousand Followers INFLUENCER! @walkergv
  9. 9. I’M A GIVER, A CARING NURTURER
  10. 10. WAYS TO ANALYZE CONTENT SUCCESS• COUNT SOCIAL SHARES (GOOD)• QUALITY OF SOCIAL SHARES (BETTER) – Large Engaged Audience – Gets Retweets• NUMBER OF BACKLINKS ( MORE LATER )• COMPARE YOURSELF TO OTHERS• FACEBOOK IS SOCIAL (BIG BUT CLOSED)• TWITTER IS MEDIA AND OPEN ( FOR @walkergv NOW )
  11. 11. TOPSY.COM – QUICK WAYTO EVALUATE TWITTER SHARES BIG FOLLOWER COUNTS Following More than they are followed. REAL PERSON – 100 Followers OWNER OF PPC ASSOCIATES Respected Well Known Guy & Good Audience ME! – 136 Followers (yeah me!) REAL PERSON – 36 Followers MY FRIEND TODD – Works at PPC Associates Does have 5000K Followers – Highly engaged @walkergv
  12. 12. HONEST SELF EXAMINATION• ENGAGED FEW PEOPLE OUTSIDE THE COMPANY (PPC ASSOCIATES)• NO RETWEETS, FEW TWEETS FROM INFLUENCERS*• LOOKED LIKE I GOT SOME LOVE BUT NOT MUCH• CONTENT WAS NOT THAT SUCCESSFUL @walkergv
  13. 13. WE ALL WANT MORE LOVE
  14. 14. Y U GET SO MUCH LOVE? THERESA BAIOCCO 51 TWEETS 30 LIKES 27 PLUSSESSSES… 10 INSHARES TWEETED BY @Bryan Eisenberg (24K) World Leader in CRO @walkergv
  15. 15. WHATS SHE GOT ANYWAY?• BETTER HEADLINE • POPULAR INDUSTRY TERM – Conversion Rate Optimization • TOP 10 STYLE – 3 Things That• LOTS OF ATTRACTIVE VISUALS • YOUTUBE VIDEO • SCREEN SHOTS• CONVERSATIONAL TONE IN WRITING “Next, configure those goals in analytics so you can measure the completion rate. Most people who have installed analytics have not configured their goals. Have I’ll wait.” you?- If not, do that now.-@walkergv
  16. 16. RIGHT FROM HER ARTICLE, ARGHHH• DEFINE KEY PERFORMANCE INDICATORS• FIGURE OUT WHAT’S PREVENTING PEOPLE FROM DOING (X) ON YOUR SITE• TEST FOR IMPROVEMENT TERESA, Y U SO SMART? @walkergv
  17. 17. WHY TWITTER IS AWESOME @walkergv
  18. 18. ENVY ISN’T ALWAYS BAD
  19. 19. BOOK RECOMMENDATION @walkergv
  20. 20. TAKE ANOTHER KICK AT THE CAT @walkergv
  21. 21. DON’T BE INSANE. CHANGE AND ADJUST• BETTER HEADLINE • POPULAR INDUSTRY TERM – PPC (Pay Per Click) • TOP 10 STYLE – (Steal Like an Artist)• ATTRACTIVE VISUALS • Friendly Shot of My Dog (Lilly is so cute!) • Charts and Graphs• CONVERSATIONAL WRITING TONE • “Say you owned a small pet store, and you wanted to expand into pet grooming. You found out from a reliable friend in the pet-grooming business the next town over that she advertises using local pay-per-click ads. It just so happens that a groomer friend is looking for a weekend job to pay some bills, and you wouldn’t mind making a few extra bucks, especially since your store is already open from 8am-4pm on weekends.” @walkergv
  22. 22. MORE SHARES (GOOD)POST1POST2 @walkergv
  23. 23. BACK TO TOPSY.COM – MORE ENGAGEMENT (Better!) ME! – 136 Followers (yeah me!) Image Minded – 3K Followers Real Person Blue train (7.2K Followers) Real Person Owner of PPC Associates (5K Followers) Real Person Lyena Solomon– (2.3K Followers) Real Person Kent Lewis – (36.6K Followers) David Szetela– (62.1K Followers) TODD – (6K Followers) @walkergv
  24. 24. HONEST SELF EXAMINATION• 4X MORE FB LIKES and INSHARES• TWEETS FROM INFLUENCERS OUTSIDE COMPANY• COMPLIMENTS FROM FRIENDS (EGO STROKE!)• CONTENT WAS INCREMENTALLY BETTER ENGAGED• TERESA, I AM COMING FOR YOU! (IN A NICE WAY) @walkergv
  25. 25. RELATIONSHI PS AREHARD WORK
  26. 26. JUDGEMENT IS EASY!
  27. 27. GOOD ANALYSIS• DEFINE YOUR GOAL (I WANT MORE PROPLE TO ENGAGE MY CONTENT)• FIGURE OUT WHAT YOU WANT? (I WANT TO SHARE MY IDEAS ON WEB DESIGN)• FIND OTHERS WHO DO IT WELL (PICK A MARK AND STEAL) @walkergv
  28. 28. THE MARK @walkergv
  29. 29. NOTE: DON’T PUT A BULLSEYE ON ANOTHER MAN’S WIFE. I’M OLD SCHOOL LIKE THAT @walkergv
  30. 30. WHY PAPER LEAF?• THEY SEEM TO DO IT WELL• TALK ABOUT MANY OF THE THINGS I WANT TO TALK ABOUT (DESIGN WEB & OTHERWISE)• PASS THE SNIFF TEST (HAVE TO START SOMEWHERE) @walkergv
  31. 31. GATHER INFORMATION (LOTS OF IT)
  32. 32. YOU COULD BROWSE EVERY PAGE, OBSERVE AND TAKE NOTES. @walkergv
  33. 33. USEFUL FACT: COMPUTERS ARE REALLY GOOD AT GATHERING AND PROCESSING DATA. @walkergv
  34. 34. FREE TOOLS FOR SPIDERING SCREAMING FROG SEO SPIDER (FREE & PRO VERSIONS) (WIN, MAC AND LINUX – JAVA) LINK SLEUTH XENU (FREE BUT LESS FRIENDLY) INTEGRITY FOR MAC (DUNNO – NOT MY BAG) @walkergv
  35. 35. @walkergv
  36. 36. @walkergv
  37. 37. WHAT DO WE HAVE HERE?A LIST OF 262 PAPER LEAF’S BLOG POSTS @walkergv
  38. 38. COLLECT ALL THE LITTLE BITS
  39. 39. WORK SMARTER NOT HARDER MICROSOFT EXCEL SEO TOOLS FOR EXCEL (FREE ADD-IN) @walkergv
  40. 40. COLLECT SOCIAL SHARES BUILT IN FUNCTIONS - FTW =FacebookLikes([URL]) =TwitterCount([URL]) =GooglePlusCount([URL]) @walkergv
  41. 41. SORRY
  42. 42. ADVANCED SCRAPING USE XPATH TO PLUCK INFORMATION RIGHT OFF THE PAGES. USE JSONPATH TO @walkergv PARSE RESPONSES FROM APIS
  43. 43. XPATH – WTF!!!• A QUERY LANGUAGE FOR SELECTING THE NODES OF AN XML DOCUMENT• IT WORKS ON (X)HTML – LIKE WEB PAGES!• SEO TOOLS FUNCTION =XPathOnUrl( [URL], XPATH)• YOU CAN ASK FOR CONTENT OFF A WEB PAGE • COMMENTS • POSTING DATES @walkergv
  44. 44. @walkergv
  45. 45. IT’S PRETTY LOGICALPAGE HTML XPATH <div class=“date”> September 24, 2012 //div[@class=date] </div> <h2 id="comments"> 3 Responses //*[@id="comments"] </h2> @walkergv
  46. 46. JSONPATH TO PARSE THE API RESPONSE – HUH?• APPLICATION PROGRAMMING INTERFACE (API)• ALLOWS COMPUTERS TO TALK TO EACH OTHER IN A STANDARD WAY.• MANY DIFFERENT SPECS SOME VERY COMPLEX• WE ARE USING REALLY SIMPLE ONE!• CALL A URL GET TEXT DOCUMENT FORMATTED A PARTICULAR WAY (JSON) @walkergv
  47. 47. SIMPLE ONE• SEO TOOLS FUNCTION IN EXCEL =JSONPathOnUrl( [URL], JSONPTH)• The JSON PATH WE USED WAS - $.count• RESULT WAS 27 @walkergv
  48. 48. OWNS ALL THE LITTLE BITS
  49. 49. @walkergv
  50. 50. WHAT DO WE HAVE HERE?• A LIST OF 262 PAPER LEAF’S BLOG POSTS• WE HAVE THE SOCIAL OUTCOMES OF POSTS FOR OVER 3 YEARS! (3 YEARS OF B, S and T)• WHAT WORKED FOR PAPER LEAF• WHAT WE WILL STEAL… LIKE AN ARTIST @walkergv
  51. 51. YOU COULD DO THIS FOR SEVERAL SITES YOU ADMIRE @walkergv
  52. 52. CHISEL AWAY THE STONE SO THE SCULPTUREWITHIN THE ROCK IS REVEALED
  53. 53. @walkergv
  54. 54. 8 0 2 4 6 10 12 Aug Sep Oct2009 Nov Dec Jan Feb Mar Apr May Jun2010 Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May TO? Jun2011 Jul Aug Sep Paper Leaf Posts Per Month Oct Nov Dec Jan Feb Mar Apr May2012 Jun Jul Aug Sep Oct WHAT HAVE THEY BEEN UP
  55. 55. LOOK AT THE DATA A NEW WAY Paper Leaf Social Shares Twitter Google Plus Facebook 1000 900 800 NOTE: JAN 2010 700 600 500 400 300 200 100 0 Nov Nov Nov Jan Jan Aug Jan Aug Aug Aug Apr Mar Apr May Mar Apr May Mar May Sep Feb Sep Dec Feb Sep Feb Sep Dec Dec Jul Jul Jul Jun Jun Jun Oct Oct Oct Oct 2009 2010 2011 2012 @walkergv
  56. 56. FILTER TO FIND MORE JUST TWEETS @walkergv
  57. 57. @walkergv
  58. 58. MOST POPULAR POSTS ON TWITTER • Color Theory Quick Reference Poster • How to Kern Properly: Essential Tips & Resources • Elements of Design Quick Reference Sheet • The Designer’s Most Important Skill• @walkergv
  59. 59. LOOK TO THE BRIGHT SPOTS Fb Likes Google+ Tweets Comments External Links 630 14 246 64 843 @walkergv
  60. 60. FIND OUT WHY IT’S POPULAR
  61. 61. FIND OUT WHO TWEETED - TOPSY @walkergv
  62. 62. COMMENTS & POSTBACKS @walkergv
  63. 63. HOW TO FIND OUT WHO LINKED TO YOUR CONTENT• GOOGLE QUERY (link:www.paper-leaf.com) - Sample• GOOGLE WEBMASTER TOOLS• BING WEBMASTER TOOLS (SHOCKINGLY GOOD)• GOOGLE ANALYTICS (referral traffic)• COMMERCIAL PRODUCTS • AHREFS.COM (MY FAVORITE) • MAJESTIC SEO • SEOMOZ – OPEN SITE EXPLORER (FREE - 30 day Trial!) @walkergv
  64. 64. WHY WAS CT POSTER POPULAR?• TIME, TALENT AND CAPITAL• PICKED UP BY SEVERAL HIGH PROFILE BLOGS • webdesignledger.com • speckyboy.com• TWEETED BY SEVERAL INFLUENTIAL PEOPLE - LIKE @walkergv
  65. 65. MAKE AND SHARE YOUR OWN BRIGHT SPOTS
  66. 66. DO WHAT WORKS @walkergv
  67. 67. 0 50 100 150 200 250 300 Aug Sep Oct 2009 Nov Dec Jan Feb Mar Apr May Jun 2010 Jul Aug Sep Oct Nov Dec Jan Feb Total Mar Apr May Jun 2011 Jul@walkergv Aug Paper Leaf Social Shares Sep Oct Nov Dec Jan Feb Mar Apr May 2012 Jun SEE... IT WORKS Jul Aug Sep Oct
  68. 68. FACT: REAL PEOPLE SHARE CONTENT AND YOU KNOW WHO THEY ARE @walkergv
  69. 69. IDEA: TELL THEM ABOUT IT @walkergv
  70. 70. HELP WHAT WORKS@paweltkaczyk YOU LIKED MY LAST POSTTHOUGHT YOU MIGHT LIKE MY NEW ONEhttp://paper-leaf.com/awesome-poster @walkergv
  71. 71. HELP WHAT WORKSDEAR WEB DESIGN LEDGER,YOU LIKED MY LAST POSTER THOUGHT YOUMIGHT LIKE MY NEWEST POSTER ON DESIGN.http://paper-leaf.com/awesome-posterTHANKSJeff @walkergv
  72. 72. TAKE AWAYS
  73. 73. @walkergv
  74. 74. @walkergv
  75. 75. @walkergv
  76. 76. @walkergv
  77. 77. “Early to bed, early to rise.Work like hell andadvertise!” - TedTurner @walkergv
  78. 78. @walkergv
  79. 79. @walkergv

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