Optimizing social – How to define and speak to your online audience: Sandee Jordan, Simpleview
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Transcript of Optimizing social – How to define and speak to your online audience: Sandee Jordan, Simpleview
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
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
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 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
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
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
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
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
simpleviewinc.com/SEMBlog
MartaMaureux