SOCIALSEO RESEARCH Data-driven research tactics at the

Intersection of Organic Search and

Social Media

DOWNLOAD http://bit.ly/socialseo-research

INTEGRATION OF SEO + SOCIAL MEDIA

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95% of marketers

that consider

themselves

superior

strategists have

integrated SEO &

Social Media

SOCIAL MEDIA FOCUS GROUPS Social Media is your focus group

EVERY GOOD SEO / SOCIAL CAMPAIGN STARTS WITH RESEARCH

Dr. Faye Miller Consumer Research Strategist

Best Draper Girl

SOCIAL MEDIA FOCUS GROUPS Social Media is your focus group

RESEARCH INFORMS GREAT CONTENT

SOCIAL IS YOUR FOCUS GROUP Pick your audience’s collective brain

ETHNOGRAPHIC RESEARCH FOR PERSONAS

Ethnographic research is the study of audiences through observation in their natural habitat. Online ethnography (netnography) is primarily

done as an iterative process leveraging social media, search and discussion insights. Use this process to build your personas.

http://moz.com/webinars/understanding-your-audience-using-social-media

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STEP 1. STATE BUSINESS GOALS

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Sell more Lucky Strike cigarettes

Book more flights on Mohawk

airlines

Sell more Kodak Carousels

STEP 2. FRAME DEMOGRAPHICS

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STEP 3. KEYWORD RESEARCH

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STEP 4. SOCIAL LISTENING

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FREE SOCIAL LISTENING TOOLS

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PAID SOCIAL LISTENING TOOLS

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STEP 5. REVIEW DISCUSSIONS

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STEP 5A. CHECK QUORA

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STEP 6. FACEBOOK AD CREATOR

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STEP 6A. FACEBOOK AUDIENCE INSIGHTS

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ITERATE.

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FIND USERS SOCIAL PROFILES

Use FullContact to discover the social profiles of your current users / subscribers / customers. This allows you to review patterns in your users

and their specifics needs. http://www.fullcontact.com

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SEGMENT FOLLOWERS WITH TRIBALYTICS

Additionally, you can use a tool called Tribalytics which segments Twitter followers into meaningful groups. http://www.tribalytics.com

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INFLUENCER IDENTIFICATION Find the exact users you need to drive performance

FOLLOWERWONK

Use Followerwonk to identify users by interests and search phrases that you’ve determined in your ethographic research.

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TWTRLAND

Identify influencers on Twitter similar using keywords. Twtrland analyzes the tweets of users as well so topical relevance is determined by more

than just their user bios. http://www.twtrland.com

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QUORA

Use the same Quora discussions you’ve come across in your persona research to find potential influencers on specific topics. These people

are especially easy to activate if you repurpose the content from the Quora post you found them on.

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POTENTIAL INFLUENCERS

CONTENT IDEATION Social Media is your focus group

SOCIAL KEYWORD RESEARCH

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OUTREACH TACTICS For Content Promotion

REALLY TARGETED OUTREACH (H/T BUILTVISIBLE)

Richard Baxter (@richardbaxterseo) of Builtvisibile developed a method of collecting twitter data and identifying the overlaps in shared content

to figure out the best sites to place content on with regard to where his target audience is using Followerwonk, Gwittr, SEOGadget for Excel

and, SEOTools for Excel. http://www.slideshare.net/richardbaxterseo/data-driven-content-strategy-and-outreach

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BRAND FANS (H/T SEERINTERACTIVE)

Use SimplyMeasured’s free Twitter Follower Report against your link exports from MajesticSEO, OpenSiteExplorer or Ahrefs. Perform a

VLOOKUP between the website column and your links column to identify users that are following you, but not linking to you. These are link

building quick hits. SimplyMeasured only gives you up to 10k followers. http://simplymeasured.com/freebies/twitter-follower-analytics

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VETTING GUEST POSTS WITH TWTRLAND

Thinking about guest posting? Is your target audience on that site or following them in social media? Use Twtrland.com to find out audience

demographics and interests. http://www.twtrland.com

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LIKE IT? THEN YOU SHOULDA PUT A LINK ON IT

Use social listening tools to identify users that have shared your or your competitor’s relevant content in the past and reach out to them

suggesting they link to it from their blogs.

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SOCIAL PROSPECTS FOR LINK BUILDING

BuzzStream’s Buzzmarker chrome extension makes it easy to track the social media accounts associated with websites and blog posts. Build

your link prospecting list as your surf the web. https://chrome.google.com/webstore/detail/buzzstream-

buzzmarker/difjajjajoeppdgbcbbhbdblblmkcbhp?hl=en-US

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CONTENT TESTING

RUN STUMBLEUPON PAID DISCOVERY ADS

Get a boatload of visits right away for 10 cents a click using StumbleUpon PaidDiscovery (https://www.stumbleupon.com/pd) with UserReport

(http://www.userreport.com/) to get quick feedback on the content that you’re planning to roll out.

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RUN FACEBOOK ADS

Target your content via ads to your hyper-specific audience with Facebook Ads and run surveys with UserReport.

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IDENTIFY WHAT WORKS

Identify what content works for you and your competitors based on share counts using SocialCrawlytics (http://www.socialcrawlytics.com) and

BuzzSumo (http://www.buzzsumo.com). Buzzsumo allows for topic based search for popular content in social media.

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POSE QUESTIONS ON QUORA

Pose the questions around your content topic on Quora. If you get a lot of answers, views and/or followers you know the content idea will be

popular.

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POSE QUESTIONS ON REDDIT

Pose a question related to your content topic on Reddit. Redditors will quickly let you know whether or not the content idea will be popular by

their reaction or lackthereof.

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FIND OUT WHAT USERS WANT

DO AWARD WINNING WORK

GET A MOVE ON

How often is your audience bringing you money? I can guarantee that if your marketing efforts aren’t focusing on them you are missing out on

opportunities to improve your conversion rate.

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BE THE KING OF KINGS

THANK YOU / Q&A

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MICHAEL KING DIGITAL DON DRAPER MIKE@IPULLRANK.COM @iPullRank

DOWNLOAD: HTTP://BIT.LY/SOCIALSEO-RESEARCH