Optimizing Social

How to define and speak to your online audience

S O C I A L M E D I A T O U R I S M S Y M P O S I U M

› Sandee Jordan

SEM Analyst, Simpleview

Data Defines Your Audience› Analytics Tools

› Google Analytics

› Quantcast

› Data Collection & Analysis

› Collection Setup

› Reports

› GA Segments

› How to Speak to Your Audience

› What Google Sees

› Organic Reach

W H O I S Y O U R A U D I E N C E

The Data is AvailableARE YOU COLLECTING IT?

S O C I A L M E D I A T O U R I S M S Y M P O S I U M

Google Analytics

A N A LY T I C S T O O L S

Quantcast

A N A LY T I C S T O O L S

S O C I A L M E D I A T O U R I S M S Y M P O S I U M

Data InterpretationWHAT DOES THIS MEAN?

Paint a Picture › Imagine what your user looks like based on the data.

D ATA C O L L E C T I O N & A N A LY S I S

Tracking Setup› Google Analytics

› Update your privacy policy to include notification of the DoubleClick cookie and opt-out instructions.

› Add a simple line of code to your current GA tracking code or enable display advertising features in Tag Manager.

› Enable Demographics and Interest Reports in GA.

› Validate Tracking Code

D ATA C O L L E C T I O N & A N A LY S I S

Tracking Setup› Quantcast

› Create a Quantcast account.

› Follow the link in the confirmation email to add your domain.

› Copy and paste the tag provided on every page of your site.

› Optional AdChoices Privacy Icon for ad industry self-regulation.

D ATA C O L L E C T I O N & A N A LY S I S

Q U A N T C A S T R E P O R T S

G A R E P O R T S

Isolating Traffic in Google Analytics

G A S E G M E N T S

G A S E G M E N T S

Isolating Traffic in GA

User Profile› Female

› 25-34

› Lives in Tucson, AZ

› Uses Mac running Safari

› News junkie

› Makes 50-100K per year

› College graduate

› Likes music and food

› New to the site

› Organic search

› Looking for things to do

› Looking for events

› Democrat

› Politically active

› On the site for 181-600 seconds

› In the market to travel

› Active on Twitter

D ATA C O L L E C T I O N & A N A LY S I S

S O C I A L M E D I A T O U R I S M S Y M P O S I U M

Social and SearchHOW TO F IND SOCIAL IN SEARCH

Sangorithm Algorithm

S O C I A L A N D S E A R C H

Highest Number of Keywords Ranks First

Page ACat x 47

Page BCat x 22

Link to ASPCA &G+ MunchkinPost

Page CCat x 7

Link to ASPCA

S E R P

A BC

Sangorithm Algorithm

S O C I A L A N D S E A R C H

Highest Number of Links Number of Keywords Ranks First

Page ACat x 47

Page BCat x 22

Link to ASPCA &G+ MunchkinPost

Page CCat x 7

Link to ASPCA

S E R P

BCA

Sangorithm Algorithm

S O C I A L A N D S E A R C H

Photos Highest Number of Links Number of Keywords Ranks First

Page ACat x 47

Page BCat x 22

Link to ASPCA &G+ MunchkinPost

Page CCat x 7

Link to ASPCA

S E R P

CBA

S O C I A L A N D S E A R C H

What happened last September?

S O C I A L M E D I A T O U R I S M S Y M P O S I U M

What does the web crawler see?

#HASHTAGSHashtag.org & Whatthetrend.com

URLsKeywords in URLs help the page to rank.

Try not to change your board names.

S O C I A L A N D S E A R C H

What does the web crawler see?

Only 40 of Your

Friends

S O C I A L A N D S E A R C H

What does the web crawler see?

S O C I A L A N D S E A R C H

What does the web crawler see?

Stone Temple G+ Study

S O C I A L A N D S E A R C H

Technical Tips

• Research keywords and USE THEM.• Crawlers can’t see photos• Drive users from your site to Pinterest

•Track Facebook engagement using Insights

• Use multiple content types(editorial, Top 10, comparisons) to findwhat works for your audience.

•Don't use more than 2 hashtags per tweet #itsannoying #confusing #lookslikespamtome

•Only use hashtags in 50% of your tweets

•Drive users from Twitter to your site

S O C I A L A N D S E A R C H

Building Relationships

S O C I A L A N D S E A R C H

Content Needs

STOP SELLING!

CONTENT MUST BE UNIQUE!

S O C I A L A N D S E A R C H

Content NeedsConversational Content Examples:

Best days to go to the zoo.

Unconventional first dates.

Why you should park in the east lot of the zoo.

Recycle topics to see what your audience likes.

Elephant EncounterTucson Zoo

Killing ZombiesSlaughterhouse Tucson

All Souls' ProcessionDowntown Tucson

S O C I A L M E D I A T O U R I S M S Y M P O S I U M

Average Share Scorecard

S O C I A L M E D I A T O U R I S M S Y M P O S I U M

Improving the User Experience

H O W T O I M P R E S S G O O G L E

What Google Sees:Keywords

Images & Map

Links

Meta Data

Organic Reach:Dominick’s 14,800 GMS

Restaurants 2,900 GMS

TOTAL REACH 17,700

GMS

H O W T O I M P R E S S G O O G L E

What Google Sees:Keywords

Images & Map

Links

Meta Data

Organic Reach:Dominick’s 14,800 GMS

Restaurants 2,900

GMS

Osso Buco Recipe 14,800 GMS

TOTAL REACH 32,500

GMS

Content PageDominick’s

Famous OssoBuco Recipe

H O W T O I M P R E S S G O O G L E

What Google Sees:Keywords

Images & Map

Links

Meta Data

Organic Reach:Dominick’s 14,800 GMS

Restaurants 2,900

GMS

Osso Buco Recipe 14,800 GMS

Rat Pack Tour 140 GMS

TOTAL REACH 32,640

GMS

Blog PostTake a tour of one

of WeHo’sRat Pack Hang Out

Content PageDominick’s

Famous OssoBuco Recipe

H O W T O I M P R E S S G O O G L E

What Google Sees:Keywords

Images & Map

Links

Meta Data

Hashtags

Organic Reach:Dominick’s 14,800 GMS

Restaurants 2,900

GMS

Osso Buco Recipe 14,800 GMS

Rat Pack Tour 140 GMS

Best Salad 1,900

GMS

Ben Harper WeHo 800 GMS

TOTAL REACH 35,340

GMS

Blog PostTake a tour of one

of WeHo’sRat Pack Hang Out

Content PageDominick’s

Famous OssoBuco Recipe

SM Posts

LAs Best Salad

Harper and McGowan team

up to run Dominick’s

S O C I A L M E D I A T O U R I S M S Y M P O S I U M

How to find Sandee J

S O C I A L M E D I A T O U R I S M S Y M P O S I U M

› Sandee JordanSEM Analyst

Simpleview

sjordan@simpleviewinc.com

simpleviewinc.com/SEMBlog

MartaMaureux