HarperCollins - How I Got Here: The DIY Social Audit and SEO
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Are your social visions and goals meeting expectations? How do you stack up to your competitors? Have you listened/looked at yourself objectively lately? In this session, you'll get a crash course on how to do a social audit. You'll leave with a hype-free understanding of not only how to do a social audit but how that work impacts brand health, content development, keyword strategies for SEO, social responses trees, and more...
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HarperCollins - How I Got Here: The DIY Social Audit and SEO
- 1. November 2019 D.I.Y. Social Audits & SEO A roadmap to doing a complete social audit
- 3. Benefits of social audits ✤ Strategic Direction ✤ Company/Brand Insights ✤ Consumer/Followers ✤ Ideas for Future Content ✤ Missed Opportunities ✤ Changing Laws ✤ Vet Current/New Channels ✤ Competitive Advantage
- 7. Recommended AuditTypes ✤ Large-Scale Audit Annually ✤ Review All Areas ✤ Checkup Audits Seasonally ✤ KPI’s ✤ Content ✤ Competition ✤ Campaign Audits
- 8. Recommended areas to focus on during a social audit 1. Audit Plan 2. Access Governance 3. Legal 4. Brand Story 5. Social Channels a. Audiences b. Voice c. Content Review d. Posting e. Response Tree f. AI/Chatbot g. Advertising h. Analytics /KPI’s i. Extras - Social SEO
- 9. #1.Audit Plan ✤ Documented Social Strategy ✤ Large-Scale Audit Annually ✤ Review All Areas ✤ Checkup Audits Seasonally ✤ KPI’s ✤ Content ✤ Competition ✤ Campaign Audits
- 10. #2. Access - User Governance ✤ Staff Roles/Responsibilities ✤ What level of access should they have ✤ Proper sign in ✤ Approval plans ✤ Platform tools / Access ✤ External Access / Agencies ✤ Rules of engagement response plan review
- 11. #3. Legal/Compliance - CYA ✤ Company Policy ✤ Protocols / Crisis Management ✤ Interns & Agencies (do they know the rules?) ✤ Influencer / Endorsement Disclosures ✤ eMail Collection Compliance ✤ National/International Laws ✤ Attribution / Copyright ✤ Language Use (i.e. sweepstakes vs. giveaway vs. contest) Image by Nilina from Pexels
- 12. #4. Brand Story ✤ What is your company message? Is it defined and clear? ✤ Is it reflected in your social? ✤ Recommended Resources: ✤ Building a Story Brand Podcast ✤ Building a Story Brand - Donald Miller ✤ Don’t Make Me Think - Steve Krug StoryBrand What does your customer want? What are their challenges? Internal, External and Philosophical How are you the guide? Empathy & Authority What’s the plan? Give them clarity “DMMT” CTA – What are your calls to action? What does SUCCESS look like? What does FAILURE look like?
- 16. #5. Social Channels ✤ Review newcomers & rising channels ✤ Are you where your customers are? ✤ Rules/Plan/Goals for each channel ✤ Posting plans / Content plans ✤ Best practices by channel ✤ Channel benchmarks for KPI’s
- 17. Social Channels:Are you Optimized? ✤ Are your networks optimized? ✤ Photo (is your avatar/logo the same everywhere?) ✤ Cover images ✤ Bio ✤ URL, etc.) ✤ Which networks are currently bringing you the most value? ✤ Are you using each channel the way it is supposed to be used? ✤ Voice ✤ Posting frequency ✤ Best practices checklist ✤ Benchmarks for analytics and featured stats ✤ Response plan ✤ URL, etc.) ✤ How do your profiles compare to your competitors’ profiles?
- 18. #5a.Audience & Listening ✤ Where are customers talking? What social listening do you have set up? What is the sentiment analysis? ✤ Who are your influencers? Where should we place most of our efforts? ✤ Who are we speaking to, how does it differ from our email lists, web visitors, etc…? ✤ What are the differences in audiences on each platform? Use this to help create social personas for marketers in content development discussions. ✤ Google analytics & Google alerts ✤ SEO - Audience overlap analysis ✤ Trends
- 21. #5b.Voice ✤ Voice of each channel ✤ What are 2-3 characteristics that describe you? ✤ Tone ✤ Energy ✤ Jargon ✤ Chart/update “Do’s & Don’ts” ✤ Are we human? Helpful? Intelligent?
- 22. #5c. Content ✤ Look at each platform - Does content align with your mission? ✤ Top performing content ✤ Why working ✤ Best platforms for use ✤ Actions to take ✤ Worst performing content ✤ Why unsuccessful ✤ Where used ✤ Actions to take ✤ Leverage discovery from competitor review ✤ Leverage discovery from audience ✤ Leverage research ✤ Keyword review
- 26. #5d. Posting ✤ Content Planning ✤ Frequency ✤ What works for YOUR customers? ✤ Content Calendar ✤ Do you schedule? ✤ Do you automate?
- 27. #10. Response ✤ Response tree ✤ Auto ✤ Crisis ✤ Automated responses language ✤ Crisis response – social listening – watching for spikes - what/how? ✤ Critical to respond quickly & develop relationships - KPI? ✤ Content is important but responding/relationship building is critical to success - how will you do that? ✤ Link strategy – tracking links - what, where, how?
- 28. #11.AI/Chatbot Stats ❖ 56% of people would rather message a company than call customer service ❖ 1 in 2 people would rather shop with a business they can message as opposed to call ❖ 67% of people expect to message businesses MORE in the next 2 years
- 29. #11.AI/Chatbot ❖ If you have one evaluate efficiency, use and analytics ❖ Do you need to add/remove content ❖ If you don’t have one evaluate if you need one ❖ Anything you get as a frequent question is a good candidate for a bot ❖ Benefits – subscribe feature, can record every exchange for data collection
- 30. #12.Advertising Review ✤ Review advertising goals ✤ Review budgets/performance ✤ Review targets - what’s working, what’s not, what’s changed? ✤ Ad plans/timing? ✤ KPI’s by ad type ✤ Company roll up
- 31. #13. KPI/ Analytics/Goals ✤ You cannot be successful without KPI’s to make sure you achieve what your company needs. ✤ What KPIs matter to your business? ✤ What defines your ROI? ✤ Look beyond vanity metrics and measure what truly has value! ✤ Social impact / Revenue ✤ Response improvement ✤ Website Traffic/Leads ✤ Awareness/Engagement ✤ Look at research, stats, analytics and really analyze what is working? ✤ Are you using tracking URL’s, UTM’s (naming conventions?)
- 32. #14. Social SEO ✤ Profile optimization ✤ Bio ✤ Consistent Branding/Message ✤ Website optimization ✤ Are sites optimized for social sharing ✤ Links to socials ✤ Drip campaigns ✤ Keep content front of mind ✤ Keywords ✤ Trends/Research ✤ Ads/Websites ✤ Copywriting ✤ What are your competitors buying?
- 33. ExtraTools ✤ Buzz Sumo ✤ MozPro ✤ SEMRush ✤ Alexa Agency ✤ AHRefs ✤ Answer the Public ✤ Chrome Keyword PlugIn
- 34. How we begin… ✤ Overall Brand Goals ✤ Brand Story ✤ Breakdown of social networks/Voice/Goals (Social, Brand and Product)
- 36. Log Imposters
- 37. Competitor Analysis ✤ Look at competitors & followers ✤ What do they do better? What do we do better? ✤ Are we human? Helpful? Intelligent? ✤ Hashtags? ✤ Gaps? Recommendations?
- 38. Content Review
- 39. Keyword Analysis ✤ How are Brand & Product keywords performing? ✤ What words are consumers using? Topical trends? ✤ Hashtags, Etc….