Gaining Insights Into Your Targeted Audience Through Competitive Analysis,      y Analytics, and Stakeholder Research Lisa...
Workshop Exercises                                      1. Competitive Research                                      2.   ...
WELCOME TO THE TEAM!PURRFECT PET COMMUNITY         PET COMMUNITY
Welcome to the Purrfect Pet Community Team!  • Assignment: Do research to help determine the     needs of an online commun...
Qualitative Analysis •   Human behavior •   Non‐numerical factors •   Quality of content •   Applies to:     –   Competiti...
Quantitative Analysis  •   Hard data  •   Statistics      S i i  •   Metrics  •   Provides actionable       insights
Methodology 1.   Discovery 2. 2    Definition 3.   Design 4.   Development 5.   Deployment                    Client
Gaining insights into your targeted audience       d di   WHY DO IT? 
Process takes time
Costs money
Obstacles                                      Our  SEM campaign  is                                     kicking off in a ...
The Team                          •   Project Management                          •   Account Rep                         ...
The Content Strategist• A Content Strategist brings an understanding of: Who?        Who is the targeted audience?What?   ...
Roles and Skills of a CS
What are the benefits of research?                                        2. Removes guesswork  1. Provides insight into w...
Right Message at the Right Time and Place                    Tablet                               Mobile or smart      Lap...
Insights to Persuade/Convert/Sell              If you’re trying to persuade people to                                     ...
COMPETITIVE ANALYSISCOMPETITIVE ANALYSIS
Clients Love Competitive Research!  • Clients love:     –T l       To learn more about                        b t       th...
What’s the competition saying? • What are the differentiators?    –   Strategy    –   Messages    –   Claims     –   Calls...
Competitive Research Deliverables • Can address many different    things and can be presented in        g             p   ...
Useful Content      Content is related to user requirements and objectives,  is useful              Value                 ...
Petcentric Strengths – Photos & Videos • Petcentric makes    it easy for pet    lovers to    lovers to    – Find popular  ...
2. Features Matrix • When comparing    sites, identify what is    sites identify what is   similar vs. different:    –   T...
3. Sitemap Comparisons List sitemap of each to   better understand:  1. Amount of content     • Robust vs. shallow 2. Type...
EXERCISE 1  COMPETITIVE ANALYSISEXERCISE 1 ‐ COMPETITIVE ANALYSIS
Pet Community Competitors         1.      PetCentric.com         2.         2       HealthyPet.com                 Healthy...
Pet Community Competitors         1.      PetCentric.com         2.         2       HealthyPet.com                 Healthy...
Petcentric.com   • Objective: to be the ‘Ultimate Destination for Pet Lovers” by      offering lots and lots of content.  ...
HealthyPet.com • Objective:  Awareness about standards for care, adoption, and    treatment of small animals   treatment o...
iHeartPaws.com                 • Objective: An                    advertising based                    advertising based  ...
ASPCA.org            • Objective:               –J i                 Join us                – Be a part of                ...
Competitive Analysis Presentation  • Look at the strategy,                               1. Grab images of good     struct...
PetCentric.com  • Strengths  Lisa Trager (c) 8/4/2012   Gaining Insights to Your Targeted Audience   34
Petcentric Strengths – Social Media  • Petcentric is on     –   Facebook     –   Twitter     –   YouTube     –   Android M...
Petcentric Strengths – Content • Content    –   Articles   –   Photos   –   Videos   –   Games   –   Travel   –   Find a P...
Petcentric Strengths – Interactivity  • Entering zip code     and keywords     enables users to         bl         t    fi...
PetCentric – Duplicative Content     Travel & Events     Travel & Events             Blog  • Lack of User Control  • Not I...
PetCentric Weaknesses  • Structure         – No clear path         – Primary nav items could apply            to multiple ...
HealthyPet.com • Strengths Lisa Trager (c) 8/4/2012   Gaining Insights to Your Targeted Audience   40
IHeartPaws.com • Strengths Lisa Trager (c) 8/4/2012   Gaining Insights to Your Targeted Audience   41
IHeartPaws.com • Weaknesses Lisa Trager (c) 8/4/2012   Gaining Insights to Your Targeted Audience   42
ASPCA.org • Stengths Lisa Trager (c) 8/4/2012   Gaining Insights to Your Targeted Audience   43
ASPCA.org • Stengths Lisa Trager (c) 8/4/2012   Gaining Insights to Your Targeted Audience   44
ASPCA.org • Weaknesses
Recommendations • Enable users to upload content:        – Pictures        – Videos        – Stories • Encourage advocacy ...
EXERCISE 2  COMPETITIVE FEATURESEXERCISE 2 – COMPETITIVE FEATURES
Competitive Features Matrix  Lisa Trager (c) 8/4/2012   Gaining Insights to Your Targeted Audience   48
2. Features Matrix  Things to look for:   • Topics                        • Tools                        • Customer Servic...
Ranking • Subjective based upon    – Your analysis of sites audited    –OOverall quality of sites being evaluated         ...
Competitive Rankings
EXERCISE 3  SITEMAP COMPARISONEXERCISE 3 – SITEMAP COMPARISON
Structure and Guided Path Although these sites made it easy to find relevant content, the nomenclature of the  primary nav...
Common Topics    Step 1 – copy and past    Step 2 – add color to highlight      sitemaps side by side    similar content b...
QUANTITATIVE ANALYSISQUANTITATIVE ANALYSIS
Quantitative ‐ Analytics  • Dozens of backend programs enable data mining      – Better known include Google Analytics, We...
Why Data is Important  • Data can help you learn more about your users:     – Where they go on your site       Where they ...
Getting insights that you can act on  Don’t rely on guesswork when it comes to your social media   investment. Get insight...
Engagement • Analytics measures engagement and path • Can be customized to provide a specific view of your    data  • Filt...
Conversions  • Enables you to see how your marketing channels are working     together to create sales and conversions.   ...
KPI’s  • What ways can analytics help us?      – Id tifi ti       Identification of Age/Gender/Education/Location         ...
Web.com – Proprietary program
Importance of tagging  • All content should be tagged in existing sites  • Need 2‐6 months to get analytics         d2 6  ...
Interpreting the data  • Data can be accessed as     – CSV Fil th t       CSV Files that can        download the data into...
Keyword Research                                             • Provides insights into what                                ...
Keywords • Both local and external    search engine reports    provide a window into    how users think about:    – Nomenc...
Short Head vs. Long Tail Zipf Curve Common queries Common queries More common terms                           Lower rankin...
Finding Meaning • Beware of data overload! • In order to have meaning   – Look for patterns in the data      that ‘tell a ...
Finding Patterns
Ambien CR Sitemap
Competitive Analysis Using Keywords   www.comscore.com
Quantitative Keyword Research  Pet Related Keywords   Monthly Searches                 Indexed Pages  Pet Care            ...
Nomenclature  • Primary navigation is the most important vehicle      –   To engage users                 g g     –   Prov...
EXERCISE 4  KEYWORD RESEARCHEXERCISE 4 – KEYWORD RESEARCH Lisa Trager (c) 8/4/2012   Gaining Insights to Your Targeted Aud...
Keywords, Trends, and Competition • Here are some FREE sites that can enable you to test out    keywords and see dashboard...
Analytics ‐ Competitive Researchhttp://www.alexa.com/siteinfo/aspca.org#
SEMrush’s Keyword Research Dashboard http://www.semrush.com/search.php?q=aspca.org&db=us
See keyword research for pet care  Lisa Trager (c) 8/4/2012   Gaining Insights to Your Targeted Audience   79
Using Analytics for CS                         • Yellow: Overall themes:                            – Forums              ...
Google Insights PRODUCTS   CONDITIONS   PROFESSIONAL  PATIENT EDUCATION    MY             AND TOPICS   LIBRARY       AND S...
Google Insights PRODUCTS     CONDITIONS     RESOURCES      PATIENT EDUCATION   SERVICES   http://www.google.com/insights/s...
EXERCISE 5  LISTEN TO THE BUZZEXERCISE 5 – LISTEN TO THE BUZZ  Lisa Trager (c) 8/4/2012   Gaining Insights to Your Targete...
Impact of Social Media  • Trends:     www.Hitwise.com    www Hitwise com                      Hitwise 3/15/2012 announcing...
Listening to the buzz  • Radian 6     –   Volume of conversation         Volume of conversation     –   Share of voice (co...
Social Media Research  • Using SocialMention.com what trends or insights can     monitoring social media provide?    monit...
SocialMention Free tool to hear the buzzzz: http://www.socialmention.com/
Facebook • Enables businesses to get    insights into dozens of    metrics including:   metrics including:    –   Applicat...
STAKEHOLDER INTERVIEWSSTAKEHOLDER INTERVIEWS
Purpose of Stakeholder Interviews                   • Get business requirements                      and objectives       ...
WIIFM – Or the User?  • What’s in it for the user?  • What’s the Value Proposition?    What s the Value Proposition?  • Wh...
Market Research
Industry and Nonprofit Groups
Site Goals by Persona                                             Female 15-30      Female 31-49   Female 50-70  Share a p...
Gap Analysis  • Validate research  • Ask what insights are:      k h i i h     – Different     – Same     – New  • Stay on...
Insights from Tools  Tool           Insight  Competitive    Messaging, features, content and technology used in   Analysis...
EXERCISE 6  STAKEHOLDER RESEARCHEXERCISE 6 – STAKEHOLDER RESEARCH Lisa Trager (c) 8/4/2012   Gaining Insights to Your Targ...
Stakeholder Interviews  • Develop 5‐10 questions to ask stakeholders  Lisa Trager (c) 8/4/2012   Gaining Insights to Your ...
Questions for Stakeholders  List your questions:        1. What…         1 Wh t  Lisa Trager (c) 8/4/2012   Gaining Insigh...
Questions for Stakeholders  • Access to data/analytics  • Insights into the consumer and/or targeted     audience  • Compe...
What next steps might be •    Create a sitemap •    Wireframes        i f •    Comps (Design) •    Copydeck Lisa Trager (c...
Prepare a high level sitemap  • Develop a sitemap with the primary and some     secondary navigation using the insights we...
Purrfect Pet Community Sitemap                                        Home Page  Lisa Trager (c) 8/4/2012   Gaining Insigh...
Thank you        – Lisa L. Trager          Email: tragester@gmail.com          Email: tragester@gmail com          Phone: ...
Trager gaining insights workshop_csw_10-9-12
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Recently was invited by Scott Abel and Rahel Baillie to do a workshop at Content Strategy Workshops in Portland, Or. Here's the presentation that helped guide our 2 -1/2 hour work session.

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Trager gaining insights workshop_csw_10-9-12

  1. 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. 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. 3. WELCOME TO THE TEAM!PURRFECT PET COMMUNITY PET COMMUNITY
  4. 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. 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. 6. Quantitative Analysis • Hard data • Statistics S i i • Metrics • Provides actionable  insights
  7. 7. Methodology 1. Discovery 2. 2 Definition 3. Design 4. Development 5. Deployment Client
  8. 8. Gaining insights into your targeted audience d di WHY DO IT? 
  9. 9. Process takes time
  10. 10. Costs money
  11. 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. 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. 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?
  14. 14. Roles and Skills of a CS
  15. 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. 16. Right Message at the Right Time and Place Tablet Mobile or smart  Laptop or PC phone
  17. 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
  18. 18. COMPETITIVE ANALYSISCOMPETITIVE ANALYSIS
  19. 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. 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. 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. 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 goingHeuris 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 memoryH 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. 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. 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. 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. 26. EXERCISE 1  COMPETITIVE ANALYSISEXERCISE 1 ‐ COMPETITIVE ANALYSIS
  27. 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. 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. 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. 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. 31. iHeartPaws.com • Objective: An  advertising based  advertising based pet community  that encourages  participation  ti i ti through – Forums – Blogs – Pet Contests
  32. 32. ASPCA.org • Objective: –J i Join us  – Be a part of  our  life‐ f saving work.
  33. 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. 34. PetCentric.com • Strengths Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 34
  35. 35. Petcentric Strengths – Social Media • Petcentric is on – Facebook – Twitter – YouTube – Android Market – Iphone
  36. 36. Petcentric Strengths – Content • Content  – Articles – Photos – Videos – Games – Travel – Find a Pet Find a Pet – Blog
  37. 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. 38. PetCentric – Duplicative Content Travel & Events Travel & Events Blog • Lack of User Control • Not Intuitive • Diminishes Trust Diminishes Trust
  39. 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. 40. HealthyPet.com • Strengths Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 40
  41. 41. IHeartPaws.com • Strengths Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 41
  42. 42. IHeartPaws.com • Weaknesses Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 42
  43. 43. ASPCA.org • Stengths Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 43
  44. 44. ASPCA.org • Stengths Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 44
  45. 45. ASPCA.org • Weaknesses
  46. 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. 47. EXERCISE 2  COMPETITIVE FEATURESEXERCISE 2 – COMPETITIVE FEATURES
  48. 48. Competitive Features Matrix Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 48
  49. 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. 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
  51. 51. Competitive Rankings
  52. 52. EXERCISE 3  SITEMAP COMPARISONEXERCISE 3 – SITEMAP COMPARISON
  53. 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. 54. Common Topics Step 1 – copy and past  Step 2 – add color to highlight  sitemaps side by side similar content between sites
  55. 55. QUANTITATIVE ANALYSISQUANTITATIVE ANALYSIS
  56. 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. 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. 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. 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. 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. 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
  62. 62. Web.com – Proprietary program
  63. 63. 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?
  64. 64. 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
  65. 65. 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)
  66. 66. 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
  67. 67. Short Head vs. Long Tail Zipf Curve Common queries Common queries More common terms Lower ranking, more  unique terms/phrases
  68. 68. 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
  69. 69. Finding Patterns
  70. 70. Ambien CR Sitemap
  71. 71. Competitive Analysis Using Keywords www.comscore.com
  72. 72. 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)
  73. 73. 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!
  74. 74. EXERCISE 4  KEYWORD RESEARCHEXERCISE 4 – KEYWORD RESEARCH Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 75
  75. 75. 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
  76. 76. Analytics ‐ Competitive Researchhttp://www.alexa.com/siteinfo/aspca.org#
  77. 77. SEMrush’s Keyword Research Dashboard http://www.semrush.com/search.php?q=aspca.org&db=us
  78. 78. See keyword research for pet care Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 79
  79. 79. 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
  80. 80. Google Insights PRODUCTS CONDITIONS PROFESSIONAL  PATIENT EDUCATION  MY  AND TOPICS LIBRARY AND SUPPORT SERVICES
  81. 81. Google Insights PRODUCTS CONDITIONS RESOURCES PATIENT EDUCATION SERVICES http://www.google.com/insights/search/
  82. 82. EXERCISE 5  LISTEN TO THE BUZZEXERCISE 5 – LISTEN TO THE BUZZ Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 83
  83. 83. 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.
  84. 84. 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
  85. 85. 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
  86. 86. SocialMention Free tool to hear the buzzzz: http://www.socialmention.com/
  87. 87. 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
  88. 88. STAKEHOLDER INTERVIEWSSTAKEHOLDER INTERVIEWS
  89. 89. 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
  90. 90. 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?
  91. 91. Market Research
  92. 92. Industry and Nonprofit Groups
  93. 93. 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
  94. 94. 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?
  95. 95. 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.
  96. 96. EXERCISE 6  STAKEHOLDER RESEARCHEXERCISE 6 – STAKEHOLDER RESEARCH Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 97
  97. 97. Stakeholder Interviews • Develop 5‐10 questions to ask stakeholders Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 98
  98. 98. Questions for Stakeholders List your questions: 1. What…  1 Wh t Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 99
  99. 99. 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
  100. 100. 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
  101. 101. 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
  102. 102. Purrfect Pet Community Sitemap Home Page Lisa Trager (c) 8/4/2012 Gaining Insights to Your Targeted Audience 103
  103. 103. 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

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