identifying your audience using social media

51
…or Building Personas for Search Michael King | Global Associate http://slidesha.re/personas

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Page 1: Identifying Your Audience Using Social Media

…or Building Personas for Search

Michael King | Global Associate

http://slidesha.re/personas

Page 2: Identifying Your Audience Using Social Media
Page 3: Identifying Your Audience Using Social Media

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

Page 4: Identifying Your Audience Using Social Media

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

Page 5: Identifying Your Audience Using Social Media

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.

Page 6: Identifying Your Audience Using Social Media

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

Page 7: Identifying Your Audience Using Social Media

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

Page 8: Identifying Your Audience Using Social Media

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

Page 9: Identifying Your Audience Using Social Media
Page 10: Identifying Your Audience Using Social Media

Business Goals?

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

Sell More 3D TVs

More Shares in Social Media

Occupy the Conversation

Page 11: Identifying Your Audience Using Social Media

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

Page 12: Identifying Your Audience Using Social Media

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

Page 13: Identifying Your Audience Using Social Media

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/

Page 14: Identifying Your Audience Using Social Media

Preliminary Social Listening

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

Page 15: Identifying Your Audience Using Social Media

Social Listening Tools

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

Social Mention

Topsy

Amplicate

Page 16: Identifying Your Audience Using Social Media

Discussion Listening

See what people are talking about on blog and discussion forums

Page 17: Identifying Your Audience Using Social Media

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

Page 18: Identifying Your Audience Using Social Media

Use Quora

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

ProTip: Keep track of influencers for link

building

Page 19: Identifying Your Audience Using Social Media

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.

Page 20: Identifying Your Audience Using Social Media

KWR + Soc. Listening is Circular

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

Page 21: Identifying Your Audience Using Social Media

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

Page 22: Identifying Your Audience Using Social Media

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

Page 23: Identifying Your Audience Using Social Media

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.

Page 24: Identifying Your Audience Using Social Media

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 5th 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.

Page 25: Identifying Your Audience Using Social Media

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

Page 26: Identifying Your Audience Using Social Media

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

Page 27: Identifying Your Audience Using Social Media

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

Page 28: Identifying Your Audience Using Social Media
Page 29: Identifying Your Audience Using Social Media

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

Page 30: Identifying Your Audience Using Social Media

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

Page 31: Identifying Your Audience Using Social Media

Use Pzyche

http://www.pzyche.com is a tool built by @JasonD that gets demo info without opt-in

Page 32: Identifying Your Audience Using Social Media

Use Micro-conversions

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

Page 33: Identifying Your Audience Using Social Media
Page 34: Identifying Your Audience Using Social Media

Step 1: Create An App

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

Step A Step C

Step B

Page 35: Identifying Your Audience Using Social Media

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]" />

Page 36: Identifying Your Audience Using Social Media

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.

Page 37: Identifying Your Audience Using Social Media

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

Page 38: Identifying Your Audience Using Social Media

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

Page 39: Identifying Your Audience Using Social Media

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?

Page 40: Identifying Your Audience Using Social Media

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

Page 41: Identifying Your Audience Using Social Media

:Beep Boop BOOM:

Page 42: Identifying Your Audience Using Social Media
Page 43: Identifying Your Audience Using Social Media

Measuring People

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

Page 44: Identifying Your Audience Using Social Media

Measuring Link Building Efforts

Segmenting your audience will better help scale outreach and measure success

Twitter User Persona Status Referral Traffic

oxytree Curious George Engaged N/A

MikeEv4ns Tech Geek No Response N/A

RodolfoValiense Film Purist Closed 40483

LG_Thailand Tech Geek Closed 1491

TT_PangPang Tech Geek Closed 10785

Visual_Post Tech Geek Closed 20237

versianni Gamer Closed 40171

dinamofilmes Tech Geek Closed 22011

Mitsubishi3D Gamer Closed 23908

iCronos4 Tech Geek Closed 24960

BigStage Gamer Closed 9808

XanPhillips Gamer Closed 30569

Amazon_Lover Gamer Closed 22814

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

traffic!

Page 45: Identifying Your Audience Using Social Media

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)

Page 46: Identifying Your Audience Using Social Media

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%

Page 47: Identifying Your Audience Using Social Media

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

Page 48: Identifying Your Audience Using Social Media

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

Page 49: Identifying Your Audience Using Social Media

We are now cleared for take off. Questions?

Page 50: Identifying Your Audience Using Social Media

Michael King | Global Associate

http://slidesha.re/personas

@ipullrank

www.ipullrank.com

[email protected]

See me speak @ SMX West (2/28 – 3/1/2012)

LinkLove London (3/30/2012)

Page 51: Identifying Your Audience Using Social Media