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Wordcamp Edmonton 2012 - Is this Relationship Right for You?

Glenn Walker
November 16, 2012

Wordcamp Edmonton 2012 - Is this Relationship Right for You?

Tools and Methods for Evaluating Relationships. Use analytics and Jealousy to get more social shares and engagement. From Wordcamp Edmonton 2012

Glenn Walker

November 16, 2012
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  1. IS THIS RELATIONSHIP RIGHT FOR YOU? Tools and Methods for

    Evaluating Relationships Glenn Walker @walkergv
  2. WHO ARE YOU ANYWAY • Partner @ Local Digital Marketing

    Agency • A Developer and Web Designer (Wordpress - Yeah!) • My specialties are Paid Online Marketing and Analysis • Fond of Number Crunching
  3. HOOUSEKEEPING & FORMALITIES • Not very Wordpressy • No Live

    Coding • Resources On Our Site • Philosophy
  4. @walkergv WHAT RELATIONSHIP DO YOU WANT? 100 Friends 80 Followers

    3 Followers 7 Followers Small Niche Blogger 67 Thousand Followers INFLUENCER!
  5. @walkergv WAYS TO ANALYZE CONTENT SUCCESS • COUNT SOCIAL SHARES

    (GOOD) • QUALITY OF SOCIAL SHARES (BETTER) – Large Engaged Audience – Gets Retweets • NUMBER OF BACKLINKS ( MORE LATER ) • COMPARE YOURSELF TO OTHERS • FACEBOOK IS SOCIAL (BIG BUT CLOSED) • TWITTER IS MEDIA AND OPEN ( FOR NOW )
  6. @walkergv TOPSY.COM – QUICK WAY TO EVALUATE TWITTER SHARES BIG

    FOLLOWER COUNTS Following More than they are followed. ME! – 136 Followers (yeah me!) OWNER OF PPC ASSOCIATES Respected Well Known Guy & Good Audience MY FRIEND TODD – Works at PPC Associates Does have 5000K Followers – Highly engaged REAL PERSON – 100 Followers REAL PERSON – 36 Followers
  7. @walkergv HONEST SELF EXAMINATION • ENGAGED FEW PEOPLE OUTSIDE THE

    COMPANY (PPC ASSOCIATES) • NO RETWEETS, FEW TWEETS FROM INFLUENCERS* • LOOKED LIKE I GOT SOME LOVE BUT NOT MUCH • CONTENT WAS NOT THAT SUCCESSFUL
  8. @walkergv Y U GET SO MUCH LOVE? THERESA BAIOCCO 51

    TWEETS 30 LIKES 27 PLUSSESSSES… 10 INSHARES TWEETED BY @Bryan Eisenberg (24K) World Leader in CRO
  9. @walkergv WHATS SHE GOT ANYWAY? • BETTER HEADLINE • POPULAR

    INDUSTRY TERM – Conversion Rate Optimization • TOP 10 STYLE – 3 Things That • LOTS OF ATTRACTIVE VISUALS • YOUTUBE VIDEO • SCREEN SHOTS • CONVERSATIONAL TONE IN WRITING “Next, configure those goals in analytics so you can measure the completion rate. Most people who have installed analytics have not configured their goals. Have you?- If not, do that now.- I’ll wait.”
  10. @walkergv TERESA, Y U SO SMART? RIGHT FROM HER ARTICLE,

    ARGHHH • DEFINE KEY PERFORMANCE INDICATORS • FIGURE OUT WHAT’S PREVENTING PEOPLE FROM DOING (X) ON YOUR SITE • TEST FOR IMPROVEMENT
  11. @walkergv DON’T BE INSANE. CHANGE AND ADJUST • BETTER HEADLINE

    • POPULAR INDUSTRY TERM – PPC (Pay Per Click) • TOP 10 STYLE – (Steal Like an Artist) • ATTRACTIVE VISUALS • Friendly Shot of My Dog (Lilly is so cute!) • Charts and Graphs • CONVERSATIONAL WRITING TONE • “Say you owned a small pet store, and you wanted to expand into pet grooming. You found out from a reliable friend in the pet-grooming business the next town over that she advertises using local pay-per- click ads. It just so happens that a groomer friend is looking for a weekend job to pay some bills, and you wouldn’t mind making a few extra bucks, especially since your store is already open from 8am- 4pm on weekends.”
  12. @walkergv BACK TO TOPSY.COM – MORE ENGAGEMENT (Better!) Blue train

    (7.2K Followers) ME! – 136 Followers (yeah me!) TODD – (6K Followers) Owner of PPC Associates (5K Followers) Lyena Solomon– (2.3K Followers) David Szetela– (62.1K Followers) Image Minded – 3K Followers Kent Lewis – (36.6K Followers) Real Person Real Person Real Person Real Person
  13. @walkergv HONEST SELF EXAMINATION • 4X MORE FB LIKES and

    INSHARES • TWEETS FROM INFLUENCERS OUTSIDE COMPANY • COMPLIMENTS FROM FRIENDS (EGO STROKE!) • CONTENT WAS INCREMENTALLY BETTER ENGAGED • TERESA, I AM COMING FOR YOU! (IN A NICE WAY)
  14. @walkergv GOOD ANALYSIS • DEFINE YOUR GOAL (I WANT MORE

    PROPLE TO ENGAGE MY CONTENT) • FIGURE OUT WHAT YOU WANT? (I WANT TO SHARE MY IDEAS ON WEB DESIGN) • FIND OTHERS WHO DO IT WELL (PICK A MARK AND STEAL)
  15. @walkergv WHY PAPER LEAF? • THEY SEEM TO DO IT

    WELL • TALK ABOUT MANY OF THE THINGS I WANT TO TALK ABOUT (DESIGN WEB & OTHERWISE) • PASS THE SNIFF TEST (HAVE TO START SOMEWHERE)
  16. @walkergv FREE TOOLS FOR SPIDERING SCREAMING FROG SEO SPIDER (FREE

    & PRO VERSIONS) (WIN, MAC AND LINUX – JAVA) XENU LINK SLEUTH (FREE BUT LESS FRIENDLY) INTEGRITY FOR MAC (DUNNO – NOT MY BAG)
  17. @walkergv ADVANCED SCRAPING USE XPATH TO PLUCK INFORMATION RIGHT OFF

    THE PAGES. USE JSONPATH TO PARSE RESPONSES FROM APIS
  18. @walkergv XPATH – WTF!!! • A QUERY LANGUAGE FOR SELECTING

    THE NODES OF AN XML DOCUMENT • IT WORKS ON (X)HTML – LIKE WEB PAGES! • SEO TOOLS FUNCTION =XPathOnUrl( [URL], XPATH) • YOU CAN ASK FOR CONTENT OFF A WEB PAGE • COMMENTS • POSTING DATES
  19. @walkergv PAGE HTML XPATH <div class=“date”> September 24, 2012 </div>

    //div[@class='date'] <h2 id="comments"> 3 Responses </h2> //*[@id="comments"] IT’S PRETTY LOGICAL
  20. @walkergv JSONPATH TO PARSE THE API RESPONSE – HUH? •

    APPLICATION PROGRAMMING INTERFACE (API) • ALLOWS COMPUTERS TO TALK TO EACH OTHER IN A STANDARD WAY. • MANY DIFFERENT SPECS SOME VERY COMPLEX • WE ARE USING REALLY SIMPLE ONE! • CALL A URL AND GET TEXT DOCUMENT FORMATTED A PARTICULAR WAY (JSON)
  21. @walkergv SIMPLE ONE • SEO TOOLS FUNCTION IN EXCEL =JSONPathOnUrl(

    [URL], JSONPATH) • The JSON PATH WE USED WAS - $.count • RESULT WAS 27
  22. @walkergv WHAT DO WE HAVE HERE? • A LIST OF

    262 PAPER LEAF’S BLOG POSTS • WE HAVE THE SOCIAL OUTCOMES OF POSTS FOR OVER 3 YEARS! (3 YEARS OF B, S and T) • WHAT WORKED FOR PAPER LEAF • WHAT WE WILL STEAL… LIKE AN ARTIST
  23. WHAT HAVE THEY BEEN UP TO? 0 2 4 6

    8 10 12 Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct 2009 2010 2011 2012 Paper Leaf Posts Per Month
  24. @walkergv 0 100 200 300 400 500 600 700 800

    900 1000 Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct 2009 2010 2011 2012 Paper Leaf Social Shares Twitter Google Plus Facebook LOOK AT THE DATA A NEW WAY NOTE: JAN 2010
  25. @walkergv MOST POPULAR POSTS ON TWITTER • • Color Theory

    Quick Reference Poster • How to Kern Properly: Essential Tips & Resources • Elements of Design Quick Reference Sheet • The Designer’s Most Important Skill
  26. @walkergv LOOK TO THE BRIGHT SPOTS Fb Likes Google+ Tweets

    Comments External Links 630 14 246 64 843
  27. @walkergv HOW TO FIND OUT WHO LINKED TO YOUR CONTENT

    • GOOGLE QUERY (link:www.paper-leaf.com) - Sample • GOOGLE WEBMASTER TOOLS • BING WEBMASTER TOOLS (SHOCKINGLY GOOD) • GOOGLE ANALYTICS (referral traffic) • COMMERCIAL PRODUCTS • AHREFS.COM (MY FAVORITE) • MAJESTIC SEO • SEOMOZ – OPEN SITE EXPLORER (FREE - 30 day Trial!)
  28. @walkergv WHY WAS CT POSTER POPULAR? • TIME, TALENT AND

    CAPITAL • PICKED UP BY SEVERAL HIGH PROFILE BLOGS • webdesignledger.com • speckyboy.com • TWEETED BY SEVERAL INFLUENTIAL PEOPLE - LIKE
  29. @walkergv 0 50 100 150 200 250 300 Aug Sep

    Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct 2009 2010 2011 2012 Paper Leaf Social Shares Total SEE... IT WORKS
  30. @walkergv @paweltkaczyk YOU LIKED MY LAST POST THOUGHT YOU MIGHT

    LIKE MY NEW ONE http://paper-leaf.com/awesome-poster HELP WHAT WORKS
  31. @walkergv DEAR WEB DESIGN LEDGER, YOU LIKED MY LAST POSTER

    THOUGHT YOU MIGHT LIKE MY NEWEST POSTER ON DESIGN. http://paper-leaf.com/awesome-poster THANKS Jeff HELP WHAT WORKS