1. SOCIALSEO
RESEARCH
Data-driven research tactics at the
Intersection of Organic Search and
Social Media

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

3. INTEGRATION OF SEO + SOCIAL MEDIA
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95% of marketers
that consider
themselves
superior
strategists have
integrated SEO &
Social Media

4. SOCIAL MEDIA
FOCUS GROUPSSocial Media is your focus group
EVERY GOOD
SEO / SOCIAL
CAMPAIGN
STARTS WITH
RESEARCH
Dr. Faye Miller
Consumer Research Strategist
Best Draper Girl

5. SOCIAL MEDIA
FOCUS GROUPSSocial Media is your focus group
RESEARCH
INFORMS
GREAT
MARKETING

6. SOCIAL IS YOUR
FOCUS GROUPPick your audience’s collective brain

7. ETHNOGRAPHIC RESEARCH FOR PERSONAS
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8. STEP 1. STATE BUSINESS GOALS
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Sell more Lucky
Strike cigarettes
Book more flights
on Mohawk
airlines
Sell more Kodak
Carousels

9. STEP 2. FRAME DEMOGRAPHICS
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10. STEP 3. KEYWORD RESEARCH
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11. STEP 4. SOCIAL LISTENING
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12. FREE SOCIAL LISTENING TOOLS
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13. PAID SOCIAL LISTENING TOOLS
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14. STEP 5. REVIEW DISCUSSIONS
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15. STEP 5A. CHECK QUORA
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16. STEP 6. FACEBOOK AD CREATOR
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17. STEP 6A. FACEBOOK AUDIENCE INSIGHTS
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18. ITERATE.
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19. 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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20. 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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21. INFLUENCER
IDENTIFICATIONFind the exact users you need to drive performance

22. FOLLOWERWONK
Use Followerwonk to identify users by interests and search phrases that you’ve determined in your ethographic research.
http://www.followerwonk.com
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23. 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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24. QUORA FOR INFLUENCERS
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

25. CONTENT
IDEATIONSocial Media is your focus group

26. SOCIAL KEYWORD RESEARCH
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27. OUTREACH
TACTICSFor Content Promotion

28. REALLY TARGETED OUTREACH (H/T BUILTVISIBLE)
Richard Baxter (@richardbaxterseo) of Builtvisible 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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29. 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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30. 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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31. 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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32. 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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33. CONTENT
TESTING

34. 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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35. RUN FACEBOOK ADS
Target your content via ads to your hyper-specific audience with Facebook Ads and run surveys on that content with UserReport.
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36. 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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37. 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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38. 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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39. FIND OUT WHAT
USERS WANT

40. DO AWARD
WINNING WORK

41. 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

42. THANK YOU / Q&A
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MICHAEL KING
DIGITAL DON DRAPER
MIKE@IPULLRANK.COM
@iPullRank
DOWNLOAD: HTTP://BIT.LY/SOCIALSEO-RESEARCH