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/ COVARIO / Social Media & PR Monitoring and Measuring Summit

LISTENING TO SOCIAL SIGNALS &
SHARES TO ADJUST CONTENT
MARKETING CAMPAIGNS
DAVE ROHRER – SR. SEO – COVARIO
@daver

©2013 Covario, Inc. All rights reserved.
CAMPING & OUTDOOR GEAR
Special thanks to Campmor!
Shop away! http://www.campmor.com
Learn a ton! http://outdoors.campmor.com
FOR A DISCOUNT CODE GOOD UNTIL 11/22 – ASK ME!
QUICK QUESTIONS
1. Agency? In-House?
2. B2B? B2C?
3. Content Creator? Manage Creators? Manage the
Creator Managers?
4. Who loves Data? Analytics?
5. Who is ready for 4PM and the Wrap-Up?

@daver
AGENDA
1.
2.
3.
4.
5.

Content Process
Taking Inventory of Content
Taking Inventory of Social Signals
Social Signal Analysis
Adjust Course

@daver
1. CONTENT PROCESS
EDITORIAL TOOLS

Link: http://www.wordpress.org

ICE
Link: http://wordpress.org/plugins/ice/

Link: http://editflow.org/

@daver
EDITING PROCESS

Covario
Designers

Campmor
Final

@daver

Covario
Editors

Covario
Finalizes Post

Campmor
Editors
EDIT FLOW: EXAMPLE EMAIL ALERT
1

A new editorial comment was added to Post #4241 "Spring Water Sports"
Dave) said on April 18, 2013 at 5:00 PM:
This post is good to go. Let me know if you have any questions and/or comments.
- Dave

2

-------------------== Actions ==
Reply: http://outdoors.campmor.com/wp-admin/post.php?post=4031&action=edit#editorialcomments/reply/629
Add editorial comment: http://outdoors.campmor.com/wpadmin/post.php?post=4031&action=edit#editorialcomments/add
Edit: http://outdoors.campmor.com/wp-admin/post.php?post=4031&action=edit
View: http://outdoors.campmor.com/?p=4031
You can see all editorial comments on this Post here:
http://outdoors.campmor.com/wp-admin/post.php?post=4031&action=edit#editorialcomments

1. You will receive this when a Post has been updated and assigned to you.
2. Click on the link after “Edit” to be taken directly to the page.

@daver
WP & EDIT FLOW: POST PAGE

@daver
WP & EDIT FLOW: ASSIGN POST

@daver
2. TAKING INVENTORY OF CONTENT
CONTENT MANAGEMENT SYSTEM (CMS)

Link: http://www.wordpress.org

Link: https://drupal.org/

Link: http://www.joomla.org/

Link: http://umbraco.com

@daver

More CMS: http://en.wikipedia.org/wiki/List_of_content_management_systems
CMS EXPORTS
• Plugins
• http://wordpress.org/plugins/search.php?q
=export
• Export Posts
• http://en.support.wordpress.com/export/

• Node Export
• https://drupal.org/project/node_export
• 3rd Party
• Example:
http://www.elevatedthird.com/blog/drupal-csvand-xml-data-exports

@daver
CRAWLING OPTIONS

Link: http://www.screamingfrog.co.uk/seo-spider/

Link: http://home.snafu.de/tilman/xenulink.html

Link: http://gsitecrawler.com/

@daver
3. TAKING INVENTORY OF SOCIAL
SIGNALS
BY HAND

• Link : http://www.socialsiteexplorer.com/

• Link: http://www.sharedcount.com/

@daver
BY WP PLUGIN – SLICK SOCIAL BUTTONS
• Link :
http://www.designchemical.com/blog/index.php
/wordpress-plugins/wordpress-plugin-slicksocial-share-buttons/

@daver
BY 3RD PARTY
• Link : https://socialcrawlytics.com

@daver
4. SOCIAL SIGNAL ANALYSIS
TOOLS

Source:
http://www.flickr.com/photos/usarmyafrica/5577101536/
Location: Rural schoolhouse renovation, Djibouti, March 2011

@daver
PLATFORMS

@daver

Source: http://www.graphicsfuel.com/2013/06/simple-flat-social-media-icons-psd-png/
NOT THE PLATFORMS YOU WERE LOOKING FOR?

@daver

Source: http://www.flickr.com/photos/lens-cap/8659812852/
CONTENT TYPE
% of total social traffic
pictures

Personal
Story

product
comparison

resources
music
health

infographic

expert tips
tutorial

main Page

@daver

Source: http://www.covario.com/2013/08/measuring-your-content-marketing-effortswith-rio-seo-social-analytics-5/
GOALS OF ANALYSIS
1. Understand what worked on each platform
2. Look at ways to repeat (don’t over do it!)
3. Look at what could have gone wrong with pieces of
content
• NFL Theory
4. Look at what to test next
5. ABT (Always Be Testing)
6. And lastly, don’t forget that just because it failed
once, it doesn’t mean it will fail again.
• Wednesday Theory
@daver
5. ADJUST COURSE
SEARCH & SOCIAL SYNERGIES
(Contributive Popularity)
Contribution or
Social Push
Higher Search
Rankings

@daver
MARRIAGE MADE ONLINE!

@daver
TAKEAWAYS
1.
2.
3.
4.

Content Inventory
Gather and Analyze Social Signals
Test
Create and Target Better (In Moderation!)

@daver
APPENDIX: 3. TAKING INVENTORY OF
SOCIAL SIGNALS
BY 3RD PARTY
• Link : http://www.rioseo.com/socialretargeting-and-social-analytics/

% of total social traffic
pictures

Personal Story

resources

product
comparison

music
health

infographic

expert tips
tutorial

main Page

@daver

Disclaimer: Rio SEO is a Covario company.

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Listening to social signals to adjust your marketing campaigns

Notas del editor

  1. Image: http://onlinebusiness.volusion.com/articles/the-beginners-guide-to-integrating-seo-and-social-media/