Identifying Your Audience Using Social Media

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Dec 10, 2013 (3 years and 11 months ago)

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Identifying Your
Audience Using Social
Media

…or Building Personas for Search

Michael King | Global Associate

http://slidesha.re/seo
-
personas

Search Lacks Personality

Search is Too Impersonal

The standard keyword classifiers are too vague to understand a searcher’s intent

Informational

Navigational

Transactional

Ways to ____

Company

Name

Buy _____

How to _____

Organization name

Download

____

What is

_____

Domain

name

Get

_____

These classifications don’t make it clear
exactly what need the audience is trying to
fulfill or who you should be talking to

So…Let’s Get Personal

Understanding your audience involves defining them and their needs

Social Listening
/ Need State
Determination /
Keyword
Research

Keyword
Mapping /
Information
Architecture

Creative / Copy /
Tech Development

Push Live /
Conversion Rate
Optimization /
Measurement

SEO Defines

Info Architecture

SEO Validates

User Experience

SEO Drives
Measurement

This is where the

magic happens

What Are Personas?

Personas are hypothetical representations of your target audience

Music Moms

Typically uninformed gift givers
looking for information on the
right guitar for their happy
hobbyist or raging rockstar.
These people enter the
conversation when they are
looking to make a purchase.


Happy
Hobbyists

Typically students or
amateur musicians
looking for the latest tips
and tricks for playing their
guitar. These tend to be
the most active content
creators in the acoustic
guitar conversation.

Raging Rock stars

Typically professional musicians at
various stages of their careers that
tend to spend more time creating
content with their guitars only
consuming content as new guitar
technology is released. These are
the influencers of the happy
hobbyist group.

Involved Instructors

Typically professional musicians
and thought leaders/content
creators who talk about new
techniques and have strong
opinions about instruments and
brands. These tend to be quite
active in the acoustic guitar
conversation.

What Are Need States?

Need States are the user’s motivations behind their search.

Music Moms

Typically uninformed gift givers
looking for information on the
right guitar for their happy
hobbyist or raging rockstar.
These people enter the
conversation when they are
looking to make a purchase.


Searches for

[best acoustic guitar]

This person probably
needs

information on
the best acoustic guitar
in order to make a
purchasing decision.

Need State is
“Learning to Buy”

Need states help to eliminate keyword
ambiguity and write targeted copy

How Do We Develop Them?

Personas and need states are the art of educated guessing based on data.

Social Data &
Business Goals

Educated
Guessing

Personas &
Need States

Personas & Need States are typically used and
defined by Market Research, Strategy and UX teams

How Do We Know We’re Right?

Measuring the performance of the site will prove or disprove your personas

Now more than ever there is enough
data to verify or discover new personas

Why Do We Need Them?

Search quality is about showing content that satisfies needs; this is how to build it

This is how to optimize
without
chasing the algorithm

Persona Development
Tactics, Tools and
Tutorial

Business Goals?

Use the client’s business goals to drive audience understanding.

Sell More 3D TVs

More Shares in Social Media

Occupy the Conversation

Facebook Insights

Does the site have an existing Facebook page? FB Insights has demographic data

Gender

Male

64%

Female

36%

U.S

88%

Non
-
U.S

12%

Age distribution

Male

Female

Country

If the site is already on the Open Graph
can you get this too

Use Quantitative Analysis Tools

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

Use Facebook Ad Planner

Use the FB tool to see how many people fall into an audience by interest and demo

Link:
http://www.facebook.com/ads/create/

Preliminary Social Listening

Use a few broad keywords to see who is talking in Social Media.

Social Listening Tools

Start your social listening in Topsy, Social Mention, and/or Amplicate

Social Mention

Topsy

Amplicate

Discussion Listening

See what people are talking about on blog and discussion forums

Preliminary Keyword Research

Use a few broad keywords to discover related popular topics.

Apparently this
audience wants to
know about the best
3d
tv

without glasses

Use Quora

Identify questions and people in the vertical that are important to the business goals

ProTip
:
Keep track of
influencers for link
building

Use Quora for KWR

Put Quora questions into the keyword tool to identify the associated keywords opps

ProTip
:
Grab the
questions with Scraper,
export to CSV then use
SEOGadget’s

Adwords

API plugin for Excel.

KWR + Soc. Listening is Circular

Insights from one fuel research in the other; Iterate to a great list of final keywords

Define Your Audience

Break your audience into four core groups based on all the data you’ve collected

Curious George

Gamer

Film Purist

Tech Geek


18
-
32


Male


Loves indie rock


Wishes he had a beard


18
-
32


Male


Loves all music


Wishes he could move
out his mom’s
basement


22
-
40


Male


Loves film soundtracks


Wishes he could live in
the movie Avatar


22
-
40


Male


Loves Techno


Wishes you would stop
invading his online
privacy

Define Your Need States

Based on your research identify the phases of need in the search process.

3D Advocates

These people are participating in very detailed
conversation about 3D through the lens of their
passion. They get satisfaction from demonstrating
their knowledge about 3D and their opinion about
its use in media.

3D Curiosities

There are more people in this group than the
3D Advocate group. They are intrigued by 3D
and how it could fit into their home life, but
they haven’t made the decision to purchase.

They can relate to the advocate group
through their shared passion points.

3D Gamers

Tech Geeks

3D Film Lovers

Content Creation

Content Consumption

Unaware
Interested

Unaware

Unsure

Unaware

Ready to Buy

Aware

Owner

Aware

Looking

for 3D Content

Aware Creating
Content

Aware

Ready to Buy

Give Your Audience Personality

Build a story for each of your segments helps you understand their needs.

0
100
200
300
400
500
600
700
800
Positive
Negative
Curious George on 3D TV

Note: Individual results can be both positive & negative

Curious George
is a hipster
between 18 and 32. He’s a college
educated graphic designer with a lot of
time on his hands. He doesn’t like to be
the last to find out about things but he
doesn’t know if this 3D thing is going to
stick around long. Curious George liked
Avatar but he isn’t crazy about it like some
people. Really he’s looking to find out if a
3D TV is going to become cool and if so
he wants to be down before it becomes
cool.

Curious George

Gamer

Film Purist

Tech Geek


18
-
32


Male


Loves indie rock


Wishes he had a beard


18
-
32


Male


Loves all music


Wishes he could move
out his mom’s
basement


22
-
40


Male


Loves film soundtracks


Wishes he could live in
the movie Avatar


22
-
40


Male


Loves Techno


Wishes you would stop
invading his online
privacy

Googlebot: the 5
th

Persona

We know Googlebot’s attributes so think of it as an influencer in your audience.

Googlebot


17


Eunuch


Needs explicit
explanations


Is somewhat visually
-
impaired


Loves Google+


Wants to know the
newest info on 3D TV

:Beep: Bots need love too,
yo
.

Do Final Keyword Research

Based everything you know about your audience find and categorize keywords

Keyword

Local Monthly
Searches

Page

Target
Persona

Need State

3d glasses

18100

Glasses

Curious
George

Unaware
Interested

2d to 3d conversion

1000

Conversion

Tech Geek

Aware Owner

3d
tv

glasses

1000

Glasses

Curious
George

Unaware
Interested

glasses free 3d

1000

Glasses

Curious
George

Aware Owner

real 3d glasses

1000

Glasses

Curious
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

Separate Targets from Influencers

Segmenting your audience helps you determine who will spread your content

Curious

George

This group

represents people
considering buying a 3D TV

Gamer

Gamers talk

about their 3D
gaming experience and the
components and games they
use.

Film Purist

This

conversation revolves around
use of 3D in film. They talk about
3D in a broad way, and
occasionally touch on 3DTV
specifically.

Tech Geek

This group talks

about the
technical details of their AV setup.
They treat their TV’s like a racecar
driver treats their car.

Curious George
Gamers
Film Purists
Tech Geek
INFLUENCERS

TARGET

Take Action

Lay out and/or optimize a site structure that reflects what your targets are looking for

Have you found popular questions? Target
them in your information architecture

Validating Personas

Measure to Validate Personas

Validate your hypotheses via data collected in conversions

Curious George


18
-
32


Male


Loves indie rock


Wishes he had a beard

You can also test effectiveness using demographic
targeting with Facebook Ads and Paid Search

Use Keyword
-
Level Demos

http://www.seomoz.org/blog/keyword
-
level
-
demographics

FB:Admin

Search

Referrers

Keyword
-
Level

Demographics

This requires an opt
-
in so there must be a
value
-
add to encourage enough people

Use Pzyche

http://www.pzyche.com

is a tool built by @JasonD that gets demo info without opt
-
in

Use Micro
-
conversions

If you can’t get the info from sales or an external source, use micro
-
conversions

Implementing Keyword
-
Level Demographics

Step 1: Create An App

Place Your Site on Facebook’s Open Graph:
https://developers.facebook.com/apps/

Step A

Step C

Step B

Step 2: OpenGraph Meta Data

Install OpenGraph Meta Data on your website template.

<meta property="fb:app_id" content=“
[YOUR APP ID]
" />


<meta property="fb:admins" content=“
[FACEBOOK IDs OF ADMINS]
" />


<meta property="og:title" content=“
[PAGE TITLE]
"/>


<meta property="og:url" content=“
[PAGE URL]
"/>


<meta property="og:site_name" content=“
[SITE NAME]
" />


<meta property="og:description" content=“
[SITE DESCRIPTION]
" />


<meta property="og:type" content="website" />


<meta property="og:image" content=“
[IMAGE URL]
"

/>

Step 3: Install FB Code On Site

Install the code for the Facebook Button & Connection into your site

Step B:
<
fb:login
-
button

scope="
user_birthday,user_location
">Login with Facebook</
fb:login
-
button
>

<div id="fb
-
root"></div>

<script type="text/javascript">

var ref=searchRef();

window.console.log(ref);


(function() {


var e = document.createElement('script');


e.src = document.location.protocol +
'//connect.facebook.net/en_US/all.js';


e.async = true;


document.getElementById('fb
-
root').appendChild(e);


}());


// Asynchronous Initiation of Facebook API


window.fbAsyncInit = function() {


FB.init({



appId : ‘[

YOUR APP ID HERE]',



status : true, // check login status



cookie : true, // enable cookies to allow
the server to access the session



xfbml : true, // parse XFBML



oauth : true //enables OAuth 2.0


});



fbApiInitialized = true;


};

// Runs Keyword Demographics Function once init is
finished


fbEnsureInit(kwdemos);


</script>


Step A.

Step 4: Install SessVars.js

This file is a helper function to track a variable throughout a user’s visit.

Code:
<script type="text/
javascript
"
src
=“http://yoursitehere.com/sessvars.js"></script>

Get the code:
http://www.thomasfrank.se/sessionvars.html

Step 5: Install KLD Code

Include the kwdemos.js file in the header of the site.

Code:
<script type="text/
javascript
"
src
=“http://yoursitehere.com/kwdemos.js"></script>

Get the code:

https://github.com/ipullrank/keyword
-
demographics

Step 6: Congratulate Yourself

Take a look in your custom variables in Google Analytics, you’re up and running!

That wasn’t so hard was it?

ProTip:

Just Track the Persona

Identify the key criteria and just push the name of the persona to GA for ease.

Work with a developer on this

if (demos.age >= ‘18’ && demos.age <= ‘40’ &&
demos.gender=“male” && demos.state == “New York”)

{


_gaq.push([‘_setCustomVar’,’1’,’Persona’,’Curi
ous George’,1]);

}


Check for key attributes of
the persona with an if
statement

Push just the name rather
than all of the data points

Live Code
Implementation

:Beep
Boop

BOOM:

Measurement &
Applications

Measuring People

Using personas helps you identify insights in terms of people rather than abstracts

Measuring Link Building Efforts

Segmenting your audience will better help scale outreach and measure success

Twitter
User

Persona

Status

Referral
Traffic

Conversion
Rate

oxytree

Curious George

Engaged

N/A

N/A

MikeEv4ns

Tech Geek

No Response

N/A

N/A

RodolfoValiense

Film Purist

Closed

40483

17.63%

LG_Thailand

Tech Geek

Closed

1491

67.47%

TT_PangPang

Tech Geek

Closed

10785

58.00%

Visual_Post

Tech Geek

Closed

20237

35.15%

versianni

Gamer

Closed

40171

98.37%

dinamofilmes

Tech Geek

Closed

22011

73.05%

Mitsubishi3D

Gamer

Closed

23908

85.49%

iCronos4

Tech Geek

Closed

24960

84.89%

BigStage

Gamer

Closed

9808

17.90%

XanPhillips

Gamer

Closed

30569

35.01%

Amazon_Lover

Gamer

Closed

22814

32.12%

Looks like links from
Gamers are easiest to
get and drive the most
traffic and high
conversions

Dynamic Targeting

Using this data you can build a site that reflects the persona when they arrive

Curious George


18
-
32


Male


Loves indie rock


Wishes he had a beard

What Normal Users See

What Curious George Sees

(Dramatization)

Keyword Ownership

Take a look in your custom variables in Google Analytics, you’re up and running!

Curious George

Gamer

Film Purist

Tech Geek


18
-
32


Male


Loves indie rock


Wishes he had a beard


18
-
32


Male


Loves all music


Wishes he could move
out his mom’s
basement


22
-
40


Male


Loves film soundtracks


Wishes he could live in
the movie Avatar


22
-
40


Male


Loves Techno


Wishes you would stop
invading his online
privacy

OWNER


5000 Searches Monthly


Conversion Rate 5%


600 Searches Monthly


Conversion Rate 2%


1000 Searches Monthly


Conversion Rate 0.5%


100 Searches Monthly


Conversion Rate 0.2%

Keyword Arbitrage

Including audience in measurement helps to determine where to spend money

Initial Keyword

Conversion
Rate

Persona

Keyword

Revenue

Subsequent
Keyword

Conversion
Rate

Keyword
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

Predicting Audience Action

Take a look in your custom variables in Google Analytics, you’re up and running!

Curious George

60% of these users that
buy sneakers from the
keyword “sneakers” come
back and purchase
windbreakers

We are now cleared for take off. Questions?

Michael King | Global Associate

http://slidesha.re/seo
-
personas

@ipullrank

www.ipullrank.com

mike@ipullrank.com

See me speak @ SMX West (2/28


3/1/2012)

LinkLove London (3/30/2012)

www.seomoz.org/freetrial