Using Social as Research Tool
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My 'Using Social as Research Tool' presentation from SMX London 2014.
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Using Social as Research Tool
- 1. SOCIAL AS A RESEARCH TOOL SMX London 2014 Jon Quinton Agency Manager jon@builtvisible.com @jonquinton1
- 2. The biggest risk to creative based SEO? No-one cares…
- 4. Our last 12 months have about solving this problem.
- 5. Where does social fit in to the research phase? Social is enabling our team to achieve the required sign-off stages
- 6. Monthly active users 2013: 0 200 400 600 800 1,000 1,200 1,400 Facebook Google+ Linkedin Twitter Instagram Pintrest
- 7. Monthly active users 2013: 0 200 400 600 800 1,000 1,200 1,400 Facebook Google+ Linkedin Twitter Instagram Pintrest That’s 1.2 billion people [including my Mum]
- 8. “What content is most likely to work?”
- 9. “Which publishers should I be targeting?”
- 10. “Which journalists should I be talking to?”
- 11. “What’s currently working well for others?”
- 12. 1. Identifying Top Domains
- 13. Domains your followers share: 0 10 20 30 40 50 60 70 80 90 100 0 50 100 150 200 250 300 350 Count of Follower Domains Average of DA
- 14. Top social channels shared by your followers: 0 50 100 150 200 250 youtube.com twitter.com twitpic.com vimeo.com plus.google.com flickr.com linkedin.com
- 15. Comparing interest across multiple sources: LinkingtoClient LinkingtoCompetitor 1 LinkingtoCompetitor 2 Mentionedinthe twitterbioof someone whofollows Client Mentionedinthe twitterbioof someone whofollows Competitor 1 Mentionedinthe twitterbioof someone whofollows Competitor 2 Sending referraltraffic toClient We then examine this data to see which websites intersected with the most sources, but are not currently linking to you
- 16. Domains which intersect these datasets: 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000 0 1 2 3 4 5 6 Sum of Number of Datasets site exists in Average of Referring Domains
- 17. 2. Identifying Hot Topics
- 19. Using birdsong we can also view current bit.ly links:
- 20. As a result, we can gain an overview of traffic:
- 21. YouTube Insights
- 22. Spikes in YouTube interest can be telling:
- 25. Take a reputable publication: http://www.theverge.com/ longform
- 26. Crawl for content you’re interested in:
- 27. Use a tool of your choice to extract social metrics:
- 28. Export and sort by social success:
- 29. 3. Identifying Top People
- 30. Again, pick a publisher:
- 31. Crawl + export your post URLs:
- 33. Sort authors by social success & topical relevancy:
- 36. Collect number of profile views: − Follower Count − Profile Views − Location − Job Title
- 37. Want to know who else your author writes for?
- 38. The [social] world is your oyster. Happy scraping researching!
- 39. THANK YOU Any Questions? Jon Quinton Agency Manager jon@builtvisible.com