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Trager gaining insights workshop_csw_10-9-12
The document outlines a workshop presented by Lisa Trager on gaining insights into targeted audiences through competitive analysis, analytics, and stakeholder research, specifically in the context of creating an online community for pet owners. It details methodologies for qualitative and quantitative analysis, the importance of understanding user needs and behaviors, and suggests various competitive research deliverables. Key elements include the use of analytics tools, keyword research, and developing content strategies to enhance user engagement and community growth.
Trager gaining insights workshop_csw_10-9-12
- 1. Gaining Insights Into Your Targeted Audience Through Competitive Analysis, y Analytics, and Stakeholder Research Lisa Trager Lead Content Strategist, Senior User Experience Designer Content Strategy Workshops October 9, 2012 This work is licensed under the Creative Commons Attribution‐NonCommercial‐NoDerivs 3.0 Unported License. To view a copy of this license, visit htp://creativecommons.org/licenses/by‐nc‐nd/3.0/ For more information, please contact Lisa Trager at tragester@gmail.com
- 2. Workshop Exercises 1. Competitive Research 2. 2 Features Matrixi 3. Competitive Sitemap Analysis 4. Keyword Research 5. Investigate Free Tools for Analytics and Social Listening l d l 6. Develop Stakeholder Questions Q ti Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 2
- 3. WELCOME TO THE TEAM! PURRFECT PET COMMUNITY PET COMMUNITY
- 4. Welcome to the Purrfect Pet Community Team! • Assignment: Do research to help determine the needs of an online community for pet owners Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 4
- 5. Qualitative Analysis • Human behavior • Non‐numerical factors • Quality of content • Applies to: – Competitive Analysis – Heuristic Analysis – Content Audit – Usability Testing U bilit T ti
- 6. Quantitative Analysis • Hard data • Statistics S i i • Metrics • Provides actionable insights
- 7. Methodology 1. Discovery 2. 2 Definition 3. Design 4. Development 5. Deployment Client
- 8. Gaining insights into your targeted audience d di WHY DO IT?
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- 11. Obstacles Our SEM campaign is kicking off in a month – when will the landing h ill th l di We’ve never done it pages be ready? this way. Marketing Manager Marketing Manager Project Manager We’re over budget and six weeks to launch. Just show us the best way to l h J t h th b t t get our marketing messages out. Account Manager Account Manager
- 12. The Team • Project Management • Account Rep • Creative Director • Technology • Analytics • g Product Manager • Development • Stakeholders Who is representing the interests of the user? p g
- 13. The Content Strategist • A Content Strategist brings an understanding of: Who? Who is the targeted audience? What? What information is relevant What information is relevant Where users are coming from and most likely Where? going next When is the best time to present contextually When? relevant content? Why? Why users are coming to the website and y g what are they looking for?
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- 15. What are the benefits of research? 2. Removes guesswork 1. Provides insight into what your users want 3. Is a more scientific approach, which is harder to challenge
- 16. Right Message at the Right Time and Place Tablet Mobile or smart Laptop or PC phone
- 17. Insights to Persuade/Convert/Sell If you’re trying to persuade people to • Gaining insights into Gaining insights into do something, or buy something, it your targeted users is seems to me you should use their ultimately about: language. l David Ogilvy – Persuasion The most effective leader is the one who satisfies the psychological needs of his – Conversion followers. followers. – Sales! To convert somebody go and take them by the hand and guide them th b th h d d id th One of the best ways to f h b Saint Thomas Aquinas persuade others is with your ears ‐ by listening to them. Dean Rusk Dean Rusk Would you persuade, speak of interest, not of reason. Benjamin Franklin
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- 19. Clients Love Competitive Research! •Clients love: –T l To learn more about b t their competition – How they rate y – What they can do better – Getting new ideas about • Features • Functionality • Topics
- 20. What’s the competition saying? • What are the differentiators? – Strategy – Messages – Claims – Calls to action – Website design – Guided path they present to users 20
- 21. Competitive Research Deliverables • Can address many different things and can be presented in g p many different ways: 1. Presentation – show screenshots, which illustrate site objectives, strengths, weaknesses, opportunities, and threats (SWOT) opportunities and threats (SWOT) 2. Features Matrix – spreadsheet showing primary topics and showing primary topics and features and can be used for rating 3. Sitemap Comparisons
- 22. Useful Content Content is related to user requirements and objectives, is useful Value and provides value Efficient Steps have been taken to ensure the user can execute tasks quickly and easily and easily stics Design Clean Design Overall design is clean and simple, with only the necessary information Visibility of of The system should always keep users informed about what is going The system should always keep users informed about what is going Heuris D System Status on, through appropriate feedback within reasonable time Intuitive Required actions, site elements, and processes are easy to comprehend and do not rely upon memory H Consistent Site elements ‐ including titling, nomenclature and processes are consistent. ructure Path Paths to calls to action meet users needs and mental models by being available as a guided path as well as instantly available. b i il bl id d th ll i t tl il bl Str User Control User is in the driver’s seat throughout their site experience Nomenclature Words, phrases and concepts are familiar to the and are in the “user’s” language and appear in a natural and logical order. user s language and appear in a natural and logical order Clear & Succinct The benefits of using the service/product are succinctly and clearly stated egy Segmentation Presenting information in more than 1 way to appeal to different information in more than 1 way to appeal to different Strate user types. Help Help functions and customer service options are offered for assisting users
- 23. Petcentric Strengths – Photos & Videos • Petcentric makes it easy for pet lovers to lovers to – Find popular photos and videos based upon tags based upon tags – Sort by • Most Recent • Most Popular Most Popular – Share pictures and videos – R t Rate and d Comment – Find ‘More Like This’ Thi ’
- 24. 2. Features Matrix • When comparing sites, identify what is sites identify what is similar vs. different: – Topics – Features – Help – Targeted audience – Messaging – More!
- 25. 3. Sitemap Comparisons List sitemap of each to better understand: 1. Amount of content • Robust vs. shallow 2. Type of topics and 2 Type of topics and role played in overall strategy: • Navigation • Utilities • Footer Links • Segmentation • Global Callouts
- 26. EXERCISE 1 COMPETITIVE ANALYSIS EXERCISE 1‐ COMPETITIVE ANALYSIS
- 27. Pet Community Competitors 1. PetCentric.com 2. 2 HealthyPet.com HealthyPet com 3. Cuteness.com 4. Iheartpaws.com 5. PetPop.com 6. YouPet.com 7. TheGreenPetCommunity.com 8. Aspca.org Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 27
- 28. Pet Community Competitors 1. PetCentric.com 2. 2 HealthyPet.com HealthyPet com 3. Iheartpaws.com 4. Aspca.org Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 28
- 29. Petcentric.com • Objective: to be the ‘Ultimate Destination for Pet Lovers” by offering lots and lots of content. offering lots and lots of content Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 29
- 30. HealthyPet.com • Objective: Awareness about standards for care, adoption, and treatment of small animals treatment of small animals Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 30
- 31. iHeartPaws.com • Objective: An advertising based advertising based pet community that encourages participation ti i ti through – Forums – Blogs – Pet Contests
- 32. ASPCA.org • Objective: –J i Join us – Be a part of our life‐ f saving work.
- 33. Competitive Analysis Presentation •Look at the strategy, 1. Grab images of good structure, design and structure design and examples of each examples of each value to users and 2. Place into the PPT identify: template – Strengths 3. Find at least 2 bullet – Weaknesses points for each points for each – Opportunities heuristic element – Threats you’re presenting • Apply heuristics in overall evaluation Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 33
- 34. PetCentric.com •Strengths Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 34
- 35. Petcentric Strengths – Social Media • Petcentric is on – Facebook – Twitter – YouTube – Android Market – Iphone
- 36. Petcentric Strengths – Content • Content – Articles – Photos – Videos – Games – Travel – Find a Pet Find a Pet – Blog
- 37. Petcentric Strengths – Interactivity • Entering zip code and keywords enables users to bl t find: – Lodging – Parks & Beaches – Pet Services – Restaurants and Events R t t dE t
- 38. PetCentric – Duplicative Content Travel & Events Travel & Events Blog • Lack of User Control • Not Intuitive • Diminishes Trust Diminishes Trust
- 39. PetCentric Weaknesses • Structure – No clear path – Primary nav items could apply to multiple categories: • E.g. Funny Cats (Videos, articles, photos) p ) – Target cat vs. dog people? • Strategy – No clear call‐to‐action – What’s in it for me to ‘join the community?’ • Value – Not readily apparent – Sharing photos, videos and events Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 39
- 40. HealthyPet.com • Strengths Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 40
- 41. IHeartPaws.com • Strengths Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 41
- 42. IHeartPaws.com • Weaknesses Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 42
- 43. ASPCA.org • Stengths Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 43
- 44. ASPCA.org • Stengths Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 44
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- 46. Recommendations • Enable users to upload content: – Pictures – Videos – Stories • Encourage advocacy for animals – J i Join a cause – Contribute • Develop content strategy that includes social media: – Facebook – Twitter – Pininterest • Create an editorial schedule that will guide content on: – Site – Social Media Social Media Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 46
- 47. EXERCISE 2 COMPETITIVE FEATURES EXERCISE 2– COMPETITIVE FEATURES
- 48. Competitive Features Matrix Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 48
- 49. 2. Features Matrix Things to look for: • Topics • Tools • Customer Service/Contact (e.g. Live Chat) • L l fT Level of Trust • Registration (Difference in content once logged‐in) • Segmentation (Targeted audience) • Downloads • M lti Multi‐mediadi • Social Media ( g / / ) • Utilities (e.g. Print/Share/Text size)
- 50. Ranking • Subjective based upon – Your analysis of sites audited –OOverall quality of sites being evaluated ll li f i b i l d • Scoring – Add all features Add all features – Give extra point for features that are particularly good – Deduct for poor application • Can be helpful to show in competitive analysis presentation
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- 52. EXERCISE 3 SITEMAP COMPARISON EXERCISE 3– SITEMAP COMPARISON
- 53. Structure and Guided Path Although these sites made it easy to find relevant content, the nomenclature of the primary navigation and structure of most of these sites does little to drive users to a Call‐ i i i d f f h i d li l di C ll to‐Action or to “Join the Community.”
- 54. Common Topics Step 1 – copy and past Step 2 – add color to highlight sitemaps side by side similar content between sites
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- 56. Quantitative ‐ Analytics • Dozens of backend programs enable data mining – Better known include Google Analytics, Webtrends, Omniture – Cost: Free to very expensive! • Metrics will help you – Gain insight into web or mobile sites –CCome up with new ideas for topics, nomenclature, or ith id f t i l t features
- 57. Why Data is Important •Data can help you learn more about your users: – Where they go on your site Where they go on your site – Keywords they use or things they are looking for – What is of most interest What is of most interest – Where they’re coming from – Time spent on site – Content they’re interacting with most: • Visits/Unique visitors Visits/Unique visitors • Path • Downloads
- 58. Getting insights that you can act on Don’t rely on guesswork when it comes to your social media investment. Get insights and data that you can act on. investment. Get insights and data that you can act on Google Analytics
- 59. Engagement • Analytics measures engagement and path • Can be customized to provide a specific view of your data • Filtered data allows you to isolate and analyze subsets of your traffic b t f t ffi
- 60. Conversions •Enables you to see how your marketing channels are working together to create sales and conversions. together to create sales and conversions Google Analytics Multi‐channel Funnels
- 61. KPI’s •What ways can analytics help us? – Id tifi ti Identification of Age/Gender/Education/Location f A /G d /Ed ti /L ti – Forms • Successful completion Successful completion – Engagement • Click • Call • Email • Download
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- 64. Importance of tagging •All content should be tagged in existing sites • Need 2‐6 months to get analytics d2 6 h l i • Have a conversation about existing site – What are Key Performance Indicators? – Monthly/Semi‐annual/Annual Reports – Who’s looking at the data? Who s looking at the data?
- 65. Interpreting the data •Data can be accessed as – CSV Fil th t CSV Files that can download the data into Excel or be printed as a PDF – Graphs – Heat maps
- 66. Keyword Research • Provides insights into what users are looking for users are looking for • Leverage insights into content strategy • When selecting keywords consider the: • Integrate keywords in: I t t k d i – Frequency Frequency – Sitemap (structure of the site) – Directory structure (page name) – Online competition – Metadata • Where are they ranking? Where are they ranking? – Page titles – Headings • Why are they ranking? – Text (page copy) – Images (alt tags) – Videos (alt tags)
- 67. Keywords • Both local and external search engine reports provide a window into how users think about: – Nomenclature Nomenclature – Topics – Objectives • What they’re search for may be a missing ingredient to your site i di t t it • Short head vs. long tail
- 68. Short Head vs. Long Tail Zipf Curve Common queries Common queries More common terms Lower ranking, more unique terms/phrases
- 69. Finding Meaning • Beware of data overload! • In order to have meaning – Look for patterns in the data that ‘tell a story’ – Group keywords together k d h
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- 72. Competitive Analysis Using Keywords www.comscore.com
- 73. Quantitative Keyword Research Pet Related Keywords Monthly Searches Indexed Pages Pet Care 101,056 19,900,000 Pet Adoption 2,428 169,000 Pet Videos 1,578 2,330,000 Pet Training g 1,376 1,900,100 Animal health 1,274 1,880,000 Pet Behavior 1,100 900,900 Pet Fitness • Integrate keywords in: Integrate keywords in: – Sitemap (structure of the site) Pets and kids – Directory structure (page name) – Metadata Pet Loss – Page titles Page titles – Headings – Text (page copy) – Images (alt tags) – Videos (alt tags) ( g) – Articles (topics and titles)
- 74. Nomenclature •Primary navigation is the most important vehicle – To engage users g g – Provide ‘scent’ – Tell a story – Drive to calls‐to‐action through a path Drive to calls to action through a path • Keywords can be an important driver – To get targeted audience to the site – To get search engines to understand and categorize your site for search • Testing can help ensure that you’ve gotten it right! Testing can help ensure that you ve gotten it right!
- 75. EXERCISE 4 KEYWORD RESEARCH EXERCISE 4– KEYWORD RESEARCH Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 75
- 76. Keywords, Trends, and Competition • Here are some FREE sites that can enable you to test out keywords and see dashboards related to the competiton: Think With Google Keyword/Competitive Analysis: Google Insights for Search Google Analytics – Comscore.com ‐ Google Adwords g http://www.comscoredatam SEOBook Keyword Suggestion Tool ine.com/category/web‐ http://tools.seobook.com/keyword‐ traffic/ list/generator.php – Alexa.com – SEM RUSH SEM RUSH Other popular keyword tools: Wordtracker http://tools.seobook.com/keyword‐ p // / y tools/seobook/ SEOmoz keyword difficulty tool Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 76
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- 79. See keyword research for pet care Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 79
- 80. Using Analytics for CS • Yellow: Overall themes: – Forums – Facebook – Adult communities (seniors) • Pink: Localization – Filters by local region Filters by local region • Pet friendly places to live • Find a pet • Vets
- 81. Google Insights PRODUCTS CONDITIONS PROFESSIONAL PATIENT EDUCATION MY AND TOPICS LIBRARY AND SUPPORT SERVICES
- 82. Google Insights PRODUCTS CONDITIONS RESOURCES PATIENT EDUCATION SERVICES http://www.google.com/insights/search/
- 83. EXERCISE 5 LISTEN TO THE BUZZ EXERCISE 5– LISTEN TO THE BUZZ Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 83
- 84. Impact of Social Media •Trends: www.Hitwise.com www Hitwise com Hitwise 3/15/2012 announcing Facebook p g surpassed Google for most visited website.
- 85. Listening to the buzz •Radian 6 – Volume of conversation Volume of conversation – Share of voice (competitors) – Trending topics – Total volume T t l l – Volume by media types – Sentiments – Top languages – Influencers – Age/gender demographics Age/gender demographics – Top phrases being used to discuss your brand
- 86. Social Media Research •Using SocialMention.com what trends or insights can monitoring social media provide? monitoring social media provide? – www.socialmention.com – www pinterest com www.pinterest.com Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 86
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- 88. Facebook • Enables businesses to get insights into dozens of metrics including: metrics including: – Application Users/Content – Plugins – API Performance API Performance – Page Stories and People talking about this – Page Impressions/Views – Page Engagement P E t – Page Users (Age/Gender) – Page Content – Page Posts Page Posts – Page Post: Stories and People talking about this – Page Post: Impressions – Page Post: Engagement P P E – Domain Content
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- 90. Purpose of Stakeholder Interviews • Get business requirements and objectives and objectives • Understand the business model • Learn about other research • Get their insights into Get their insights into targeted audience
- 91. WIIFM – Or the User? • What’s in it for the user? • What’s the Value Proposition? What s the Value Proposition? • What Key Performance Indicators are being used to measure success?
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- 94. Site Goals by Persona Female 15-30 Female 31-49 Female 50-70 Share a picture/video/event Find a pet Find a vet/animal hospital Order pet food Research pet care problem Learn about pet behavior Play a game (entertainment/fun) Pl ( i /f ) High Usage Despite varying levels of usage, all users have the shared goals of 1) p y g g , g ) sharing; 2) learning more about pets; and 3) getting high quality Medium Usage affordable pet food 94
- 95. Gap Analysis •Validate research • Ask what insights are: k h i i h – Different – Same – New • Stay on track? Stay on track? • Other Resources • Other people we can Other people we can talk to?
- 96. Insights from Tools Tool Insight Competitive Messaging, features, content and technology used in Analysis the marketplace, which your target audience will be th k t l hi h t t di ill b measuring you against Analytics y How, when and where users are when using the site The mental model of users – what content is most meaningful as illustrated by visits, action taken, and path on site. Keyword What users are searching for in their words! Research Integrate keywords to lift rankings in organic search listings. Short head/long tail. Get insights into g g g competition with their keywords. Come up with new ideas for future content strategy based keywords and themes found.
- 97. EXERCISE 6 STAKEHOLDER RESEARCH EXERCISE 6– STAKEHOLDER RESEARCH Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 97
- 98. Stakeholder Interviews •Develop 5‐10 questions to ask stakeholders Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 98
- 99. Questions for Stakeholders List your questions: 1. What… 1 Wh t Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 99
- 100. Questions for Stakeholders •Access to data/analytics • Insights into the consumer and/or targeted audience • Competitors • Upcoming focus groups • Usability studies • Industry reports yg p • Industry groups • List of stakeholders to interview
- 101. What next steps might be • Create a sitemap • Wireframes i f • Comps (Design) • Copydeck Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 101
- 102. Prepare a high level sitemap •Develop a sitemap with the primary and some secondary navigation using the insights we have secondary navigation using the insights we have gotten from: – Competitive Research Competitive Research – Keyword Research – Social Listening – Stakeholder Research Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 102
- 103. Purrfect Pet Community Sitemap Home Page Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 103
- 104. Thank you – Lisa L. Trager Email: tragester@gmail.com Email: tragester@gmail com Phone: 201‐722‐8941 Other ways to connect: Oth t t – Linkedin: http://www.linkedin.com/in/lisatrager – Twitter: #Lisalt Twitter: #Lisalt Gaining Insights to Your Targeted Audience Lisa Trager (c) 8/4/2012 104 STC‐NY Metro Workshop