LEVERAGING APPS ON FACEBOOK TO GET MOREOr Using Facebook Data to Mine the Web and Improve UX & Conversions

MICHAEL KINGDIRECTOR OF INBOUND MARKETING

@ipullrank

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DOWNLOAD THIS DECK: http://slidesha.re/fb-mining

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YOU MIGHT HAVE READ ABOUT TARGET…

Target collects data on customers to determine when to market in order to capture mothers as customers for long periods of time. Forbes Article: http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did/ Times Article: http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html?_r=2&pagewanted=1&hp

You probably read this one due to the better title

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THE HOLY GRAIL OF DIGITAL MARKETING

Target collects data on customers to determine when to market in order to capture mothers as customers for long periods of time. Forbes Article: http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did/ Times Article: http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html?_r=2&pagewanted=1&hp

INTENT INTERESTS DEMOGRAPHICS NETWORK

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DIFFERENCE BETWEEN FACEBOOK & GOOGLE

Suddenly Google+ and combining of Google’s privacy policies makes sense don’t they?

INTENT INTERESTS DEMOGRAPHICS NETWORK

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BING & FACEBOOK WHAT ARE YOU DOING?

Bing and Facebook have had an alliance for some time. Why haven’t they combined their data to offer hypertargeting?

INTENT INTERESTS DEMOGRAPHICS NETWORK

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THEY DON’T, BUT I’LL SHOW YOU HOW!

Bringing Search and Social Media data together we can achieve the holy grail of marketing for own brands

Social Media Search

Sweet spot where

the magic happens

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THE NEW SEO PROCESS

Opportunity Discovery

Content Strategy /

Development

Technical Development

Social Strategy / Implementation

Measurement

OptimizationOpportunity Discovery

Business GoalsMarket ResearchAudience ResearchKeyword Research

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SEARCH IS TOO IMPERSONAL

Search is about needs and the standard keyword classifier are not enough to understand a searcher’s intent.

Informational Navigational Transactional

Ways to ____ Company Name Buy _____

How to _____ Organization name

Download ____

What is _____ Domain name Get _____

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THEY DON’T, BUT I’LL SHOW YOU HOW!

Search is about needs and the standard keyword classifier are not enough to understand a searcher’s intent.

Music MomsTypically 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 HobbyistsTypically 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 starsTypically 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 InstructorsTypically 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.

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WHAT ARE NEED STATES?

Need States are the user’s motivations behind their search which help eliminate keyword ambiguity and improves

targeted copy The Consumer Decision Journey:

http://www.revenews.com/online-marketing/consumers-go-on-a-journey-escaping-the-funnel/

Music MomsTypically 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” or “Consider” in the Consumer Decision Journey

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HOW DO WE DEVELOP THEM?

Personas and need states are the art of educated guessing based on data. These

are often defined by Strategy and UX teams

Social Data Business GoalsMarket Research

Educated Guessing

Personas & Need States

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HOW DO WE KNOW WE’RE RIGHT?

Now more than ever there is enough data to verify your personas through measurement.

FINDING OUTWHO YOUR CUSTOMERS ARE

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BUSINESS GOALS?

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

Sell More 3D TVs

More Shares in Social Media

Occupy the Conversation

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FACEBOOK INSIGHTS

Does the site have an existing Facebook page? FB Insights has demographic data

GenderMale64%

Female36%

U.S88%

Non-U.S12%

Age distribution

Male

Female

Country

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PERSONA DEVELOPMENT

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

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USE FACEBOOK AD CREATOR

Use the FB tool to see how many people fall into an audience by interest and

demo. This tool is the Adwords Keyword Tool of Personas http://www.facebook.com/ads/create/

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PRELIMINARY SOCIAL LISTENING

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

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SOCIAL LISTENING

Start your social listening in Topsy, Social Mention, and/or Amplicate. Paid enterprise tools such as Radian6,

ScoutLabs, also available.

Social Mention

Topsy

Amplicate

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DISCUSSION LISTENING

See what people are talking about on blog and discussion forums and understand what they are really into.

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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

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USE QUORA

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

ProTip: Keep track of

influencers for link building

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USE QUORA FOR KEYWORD RESEARCH

Put Quora questions into the keyword tool to identify the associated keywords opps

Scraper for Chrome: http://chrome.google.com/webstore/detail/mbigbapnjcgaffohmbkdlecaccepngjd

Google Adwords API Plugin for Excel: https://seogadget.co.uk/update-adwords-api/ (@seogadget)

ProTip: Use Scraper for Chrome w/ the

Adwords API plugin

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USE QUORA FOR KEYWORD RESEARCH

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

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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

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DEFINE YOUR NEED STATES

Based on your research identify the phases of need in the search process or just use

the consumer decision journey.

3D AdvocatesThese 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 CuriositiesThere 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

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DEFINE YOUR NEED STATES

Based on your research identify the phases of need in the search process or just use

the consumer decision journey.

Positive Negative0

100

200

300

400

500

600

700

800

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.

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GOOGLEBOT: THE 5TH PERSONA

We know Googlebot’s attributes so think of it as an influencer in your audience.

Read: “Just How Smart Are Search Robots”

http://www.seomoz.org/blog/just-how-smart-are-search-robots

Googlebot

• 17• Eunuch• Needs explicit explanations• Is somewhat visually-

impaired• Loves Google+• Wants to know the newest

info on 3D TV

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DO FINAL KEYWORD RESEARCH

Based everything you know about your audience find and categorize keywords

Keyword

Local Monthly

Searches PageTarget

Persona Need State

3d glasses 18100 GlassesCurious George

Unaware Interested

2d to 3d conversion 1000 Conversion Tech Geek Aware Owner

3d tv glasses 1000 GlassesCurious George

Unaware Interested

glasses free 3d 1000 GlassesCurious George Aware Owner

real 3d glasses 1000 GlassesCurious 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

INCOMINGACTIONABLE

MATERIAL

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MEASURE TO VALIDATE PERSONAS

Validate your hypotheses via data collected in conversions and visits. You can also

test effectiveness using demographic targeting with Facebook Ads and Paid Search

Curious George

• 18-32• Male• Loves indie rock• Wishes he had a beard

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USE KEYWORD-LEVEL DEMOGRAPHICS

Post: http://www.seomoz.org/blog/keyword-level-demographics

Code: http://www.github.com/ipullrank/keyword-level-demographics

FB:Admin Search Referrers

Keyword-LevelDemographics

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KEYWORD-LEVEL DEMOGRAPHICS DATA

Here’s an example of demographic data in Google Analytics

KEYWORDBIRTHDATE

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PROTIP: JUST TRACK THE PERSONA

Identify the key criteria and just push the name of the persona to GA for ease.

if (demos.age >= ‘18’ && demos.age <= ‘40’ && demos.gender=“male” && demos.state == “New York”){

_gaq.push([‘_setCustomVar’,’1’,’Persona’,’Curious George’,1]);}

Check for key attributes of the persona with an if

statement

Push just the name rather than all of the data points

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KEYWORD OWNERSHIP

Once a statistically significant dataset is compiled it can be determined which demographic and/or persona is more likely to convert for a given keyword and

develop messaging that focuses on that group.

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%

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KEYWORD OWNERSHIP

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)

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KEYWORD OWNERSHIP

Tracking keyword demographics also allows the attribution of future purchases to the original keyword and will give way to keyword matrices.

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

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DEFAULT PLAIN-ISH SLIDE

Curious George

Pregnant Paula

Target collects data from purchases and other sources

Pregnant Paula purchase gives Target clues

Target markets specifically to pregnant Paula

Pregnant Paula buys tons of baby items over time.

Target defines personas based on customer data

We develop personas based on social data

Users come from search, we collect data

Curious George buys a pair of sneakers

We aggressively target in other channels for the next buy

Curious George comes back and buys a windbreaker

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THE WINNING FORMULAS

Based on how often an initial keyword leads to future conversions of subsequent keywords businesses will be able to measure the annual value of a keyword and

react accordingly.

Keyword Earnings Ratio

Price per Keyword

Annual Earnings per initial click

Keyword Earnings Yield Price per Keyword

Annual Earnings per initial click

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OTHER DATA SOURCES

Although Facebook is the most granular and adopted, these other outlets also allow you to get data on your users.

LinkedIn Profile Data: https://developer.linkedin.com/documents/profile-fields

G+ API People Data: https://developers.google.com/+/api/latest/people

LinkedIn Google+

Opt-In Opt-In

Professional data [Not Provided]

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MEET GARY & COGSWELL

Gary & Cogswell are the stars of a new SEO comic strip that I write on the iAcquire blog. Check them out! http://blog.iacquire.com/

Hi, I’m Gary!

What’s up Sydney?!

I’m Cogswell!

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THE FINAL WORD

WE WANT MORE! BRING ON THE BONUS SLIDES!

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OTHER DATA SOURCES

Track what social network your visitors are logged into

Post: http://www.seomoz.org/blog/visitor-social-network-login-status-google-analytics (@tomanthonyseo)

Wordpress Plugin: http://www.springest.co.uk/social-analytics (@MartijnSch)

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USE MICRO CONVERSIONS

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

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INTERNAL SEARCH IS A GOLD MINE

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

Persona KeywordInternal Search Traffic

Sick Suzy Order flu vaccine flu 456

Sick Suzy

Fluzone single dose vial purchase Fluzone 4234

Sick Suzy About_the_flu Foot file 31

Sick SuzyNdc code for fluzone Hep a 7863

Sick Suzy influenza Ez order 90507

Search QueryInternal Search Query

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TRACKING RANKINGS IN ANALYTICS

Post: http://www.seomoz.org/blog/gettings-rankings-into-ga-using-custom-variables (@dohertyjf)

Code: https://github.com/ipullrank/Google-Analytics-Rankings

Ranking Keyword

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WHAT RANKING CONVERTS BETTER?

People are oftentimes shopping around and therefore ranking first does not result in a conversion.

Target Keyword Ranking Conversion Rate

3d glasses 1 17.63%

3d glasses 2 67.47%

3d glasses 3 58.00%

3d glasses 4 35.15%

3d glasses 2 98.37%

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WHAT RANKING CONVERTS BETTER?

Change messaging and offer different features like price comparisons based on rankings to help visitors convert

Read: www.zazzlemedia.co.uk/blog/dynamic-messaging-based-on-ranking-to-improve-conversion/

Position #1 messaging

The Time Constraint The Challenge Normal Messaging

Position #2 messaging Historically converting position

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[NOT PROVIDED] WHO CARES?!

The question is not “does this keyword convert?” The questions are does the messaging on this page convert for the target audience? Does that page have visibility for the target keyword?

Landing PageTarget

Keyword Ranking

Local Monthly

Searches PageSearch Traffic

Target Persona

Need State

Conversion Rate

/3d-glasses.html 3d glasses 10 18100 Glasses 671Curious George

Unaware Interested 17.63%

/2d-3d-conversion.html

2d to 3d conversion 2 1000 Conversion 400 Tech Geek

Aware Owner 67.47%

/3d-tv-glasses.html 3d tv glasses 3 1000 Glasses 489

Curious George

Unaware Interested 58.00%

/glasses-free-3d.html glasses free 3d 1 1000 Glasses 1289

Curious George

Aware Owner 35.15%

/real-3d-glasses.html real 3d glasses 2 1000 Glasses 852

Curious George

Aware Owner 98.37%

/3d-ready.html 3d ready 2 720 3D-Ready 607 All All 73.05%

/3d-ready-tv.html 3d ready tv 2 590 3D-Ready 276 All All 85.49%

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ACHIEVEMENT UNLOCKED

Search is in a unique position to achieve perfect targeting to improve conversions and ROI. Don’t let Google beat you to it.

MICHAEL KINGDirector of Inbound Marketing

THANK YOU / Q&A

@iPullRank

mike@iacquire.com

www.iacquire.com