gshift - create smarter content - infographic
TRANSCRIPT
Discover which social media networksare used by which demographic groupsbased on media types and the natureof the communities.
RESEARCH &IDENTIFYSOCIAL COMMUNITIES
Your Customer’s Web Presence WHO and WHERE are they?
Find out where your audiences are socializing and then become a trusted member of the community, which you will do via the value-added content you create and share.
Try out some social media analytics tools such as:
Rest assured, your audience is online somewhere looking for content to help inform their next purchase of your products or services.
Tips
STEP 2 : Identify online communitiesSTEP 2 : Identify online communities
CONVERSATIONEXAMPLE
Your Customer’s Web Presence WHO and WHERE are they?
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Find out where your audiences are socializing and then become a trusted member of the community, which you will do via the value-added content you create and share.
Try out some social media analytics tools such as:
Rest assured, your audience is online somewhere looking for content to help inform their next purchase of your products or services.
Tips
Top 50KeywordPositions
Top 50KeywordPositions
STEP 1 : Ensure you have an audience (or at least the beginnings of one)STEP 1 : Ensure you have an audience (or at least the beginnings of one)
STEP 3 : Develop & publish keyword-rich content
Definition: Personas are fictional characters created to represent the different user types who might use a site, brand or product in a similar way.*
RESEARCH &DEVELOPCUSTOMERPERSONAS
IDENTIFYTHE FOLLOWING
Demographics, likes, dislikes, personalor business needs and communication (including social media) preferences.
Within those social networks for the keywords you want to be found for.SEARCH
Having your content validated (Liked, Commented On, Shared) by your target audience is called “social proof.”
GAINAUTHORITY
End Goal: MASSIVE VisibilityDISCOVERABILITY
Discover which social media networksare used by which demographic groupsbased on media types and the natureof the communities.
RESEARCH &IDENTIFYSOCIAL COMMUNITIES
Within those social networks for the keywords you want to be found for.SEARCH
Having your content validated (Liked, Commented On, Shared) by your target audience is called “social proof.”
GAINAUTHORITY
End Goal: MASSIVE VisibilityDISCOVERABILITY
STEP 3 : Develop & publish keyword-rich content
Definition: Personas are fictional characters created to represent the different user types who might use a site, brand or product in a similar way.*
RESEARCH &DEVELOPCUSTOMERPERSONAS
IDENTIFYTHE FOLLOWING
Demographics, likes, dislikes, personalor business needs and communication (including social media) preferences.
STEP 1 : Identify who your competitors are
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Following your competitions’ conversations will help you gain insights into customer experience, areas of opportunity and learn best practices
• Follow 5 competitors on Facebook via your Facebook Page Insights section• Create private lists on Twitter and follow your competitors to stay updated on what they are posting to their audiences • Subscribe to your competitors’ blogs’ newsfeeds & newsletters • Follow your competitors’ name in Twitter Search• Search for “Competitor Name reviews” in search results
Following your competitions’ conversations will help you gain insights into customer experience, areas of opportunity and learn best practices
CONVERSATIONEXAMPLE
Competitive ConversationsWHAT are they and WHERE are they happening?
STEP 1 : Identify who your competitors are
ONLINEVS. OFFLINE
ONLINECOMPETITORS
• Follow 5 competitors on Facebook via your Facebook Page Insights section• Create private lists on Twitter and follow your competitors to stay updated on what they are posting to their audiences • Subscribe to your competitors’ blogs’ newsfeeds & newsletters • Follow your competitors’ names in Twitter Search• Search for “Competitor Name reviews” in search results
Tips
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For keywords relevant to your business for websites with a similaror related offering to your productsor services
LOOK ATTOP 50SEARCHRESULTS
For general keywords relating to yourbusiness and identify potential competitors
Check industry blogs and news sites.Be careful not to get confused by dynamic ads (Remarketing)
SEARCHSOCIAL NETWORKS
IDENTIFYSPONSORS
STEP 2 : Identify where your competitors are
STEP 3 : Identify what conversations your competitors are having
Common misconception: Online competitors are the sameas your offline competitors
ONLINEVS. OFFLINE
ONLINECOMPETITORS
Can reach a larger audience andare often not local to your business
Definition: Points of online interaction with prospects and existing customers by a competitor
COMPETITVECONVERSATIONS
WHERETO LOOK
Reviews, Social Media messages(e.g. Tweets, Comments, etc.)Forum Threads, Blogs
Reviews, Social Media messages(e.g. Tweets, Comments, etc.)Forum Threads, Blogs
For keywords relevant to your business for websites with a similaror related offering to your productsor services
LOOK ATTOP 50SEARCHRESULTS
For general keywords relating to yourbusiness and identify potential competitors
Check industry blogs and news sites.
SEARCHSOCIAL NETWORKS
IDENTIFYSPONSORS
STEP 2 : Identify where your competitors are
STEP 3 : Identify what conversations your competitors are having
Definition: Points of online interaction with prospects and existing customers by a competitor
COMPETITVECONVERSATIONS
WHERETO LOOK
Be careful not to get confused by dynamic ads (Remarketing)
Competitive ConversationsWHAT are they and WHERE are they happening?
Common misconception: Online competitors are the sameas your offline competitors
Can reach a larger audience andare often not local to your business
@
SMS
CONDUCTBACKLINKRESEARCH
ANALYZEANCHOR TEXT
LOOK ATCALL TO ACTIONS
Taking this measured approach applies to all of your onlinepresence points. Review what is working, including your competitors’ organic visibility, their social activity and/or
their commitment to paid advertising. Then map this againstyour own presence looking for gaps to be filled.
Read all 4 parts of our create smarter content blog series at:Part 1 of 4 - http://www.gshiftlabs.com/create-smarter-content-researching-customer-conversations/Part 2 of 4 - http://www.gshiftlabs.com/create-smarter-content-part-2-4-customers-web-presence/Part 3 of 4 - http://www.gshiftlabs.com/create-smarter-content-part-3-4-competitors-content/Part 4 of 4 - http://www.gshiftlabs.com/create-smarter-content-part-4-4-competitors-presence/
CONVERSATIONEXAMPLE
STEP 1 : Competitive Analysis
LOOK CLOSELY ATCOMPETITORS’WEBSITES
CHECKTOP 50SEARCH ENGINEPOSITIONS
• Use metrics to measure which channels deliver the right traffic and which consistently convert• gShift’s Twitter Module will help you identify who is using keywords and hastags in their content and what specific content they are posting
Images courtesy of freepik.com
Tips
STEP 2 :
Don’t spread yourself too thin on social media by trying to be everywhere your competitors are. Identifywhich channels are working and which are not.
WHERE ARETHEY ACTIVESOCIALLY?
Blogging opens up opportunities to discuss important relevant topics for your business and your primary audience.
Start looking at what they are talking about andthe type of information they are providing. Look atwho is following them to get a better idea of theirdemographic and if it’s the same as yours.
ARE THEYBLOGGING?
FOLLOWINFLUENCERS
STEP 2 : Identify Social Signals
STEP 3 : Identify Mobile Presence
ASSESS YOURCOMPETITORSMOBILE PRESENCE
Conduct a search or visit competitors’ websitesto identify whether they have created an app orhave a mobile friendly site.
Your Competitor’s Web Presence
Identifying which sites are linking to yourcompetitors will help you find more competition.
Look for non-branded keywords to incorporate into your own content.
Identify missing opportunities from what yourcompetitors are offering? (Do they have whitepapers,brochures, etc., for download?)
Identify shared content and offerings. (Check keywords you have in common & those where you differ. What are they doing differently? What is working? What is not working?)
For keywords you are ranking for.(If the same competitors appear in the Top 50,they are in the same space addressing thesame audience as you.)
Create SMARTER Content byResearching CUSTOMER CONVERSATIONSCreate SMARTER Content byResearching CUSTOMER CONVERSATIONS
TwitterResearch
ToolTwitter
ResearchTool
AdvancedSearch
AdvancedSearch
AlertsAlertsCommentsComments
BacklinksForums/ReviewsBacklinks
Forums/Reviews
TOOLBELTTOOLBELT
(Sentiment) + (Topic) + (Trigger)
Tactical Content Focus
(Sentiment) + (Topic) + (Trigger)
Tactical Content Focus
Brands, Products, Services
Problems, Solutions, Functions, Benefits
TOPIC
TRIGGER
Love, Hate, Best, WorstSENTIMENT
Brands, Products, Services
Problems, Solutions, Functions, Benefits
TOPIC
TRIGGER
Love, Hate, Best, WorstSENTIMENT
STEP 2 : Deconstruct The Coversations
Best Buy? More like Worst Buy. Customer service in home audio totally sucked today
CONVERSATIONEXAMPLE
Top 5 Starbucks Beverages That Taste Like Thanksgiving
TITLEEXAMPLE
How to Make Sure Your Home AudioShopping Experience Doesn’t Suck
TITLEEXAMPLE
Yay! Starbucks Pumpkin Spice Lattesare back! A cup full of Thanksgiving!
CONVERSATIONEXAMPLE
Best Buy? More like Worst Buy. Customer service in home audio totally sucked today
CONVERSATIONEXAMPLE
Top 5 Starbucks Beverages That Taste Like Thanksgiving
TITLEEXAMPLE
How to Make Sure Your Home AudioShopping Experience Doesn’t Suck
TITLEEXAMPLE
Yay! Starbucks Pumpkin Spice Lattesare back! A cup full of Thanksgiving!
CONVERSATIONEXAMPLE
Best Buy? More like Worst Buy. Customer service in home audio totally sucked today
CONVERSATIONEXAMPLE
Top 5 Starbucks Beverages That Taste Like Thanksgiving
TITLEEXAMPLE
How to Make Sure Your Home AudioShopping Experience Doesn’t Suck
TITLEEXAMPLE
Yay! Starbucks Pumpkin Spice Lattesare back! A cup full of Thanksgiving!
CONVERSATIONEXAMPLE
STEP 3 : Craft Your Content Focus
Is my content written to answer mycustomer’s QUESTIONS in their languageIs my content written to answer mycustomer’s QUESTIONS in their language
Customer likes, dislikes, favourite things & pain pointsare discussed online
Customer likes, dislikes, favourite things & pain pointsare discussed online
The right places, conversations & keywords/phrasesThe right places, conversations& keywords/phrases
ASKYOURSELFASKYOURSELF
CHECKSOCIAL MEDIAFORUMS &BLOGS
CHECKSOCIAL MEDIAFORUMS &BLOGS
RESEARCH& DISCOVERRESEARCH& DISCOVER
STEP 1 : Examine & Understand Their Conversational Language