May 2012 - Web Trends for Marketing Professionals
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Follow me! @miriamschwab Follow me! @miriamschwab Web Trends for Marketing Professionals May 30, 2012, Jerusalem By: Miriam Schwab Follow us: facebook.com/illuminea
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The web moves so fast that it often seems almost impossible to keep up. So let us do it for you. Miriam Schwab gives a 1-hour lecture packed with the most important updates on the web so you can maximize your web presence.
Transcript of May 2012 - Web Trends for Marketing Professionals
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Web Trends for Marketing Professionals
May 30, 2012, JerusalemBy: Miriam Schwab
Follow us: facebook.com/illuminea
Follow me! @miriamschwab
Who am I?
• Friendly CEO of illuminea, one of Israel’s leading WordPress development agencies.
• Providing SEO and social media marketing services
• Speaker at dozens of conferences, including Affilicon, Megaconn, Sphinncon, and SMX
• Serves on Steering Board of Digital Eve Israel, one of Israel’s largest communities of professional women.
Follow me! @miriamschwab
Follow me! @miriamschwab
Follow me! @miriamschwab
Features
• Live streams• Can edit once complete• Can’t connect Hangout to company
YouTube account – connected to admin’s account
• To increase your YouTube video time limit, verify your account: https://www.youtube.com/my_videos_upload_verify
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How’s Google+ doing?
• 64 of the top 100 global brands named by Interbrand in 2011 have Google+ pages
• 22 brands have been added to circles by more than 100,000 users
• Pizza Hut, Visa and Heineken: created pages but haven't posted anything
• ComScore: average Google+ user spends 3 minutes/month, compared to 405 minutes for Facebook users
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Google Surveys
• $0.10 per response (for a general survey) or $0.50 per response for a demographically targeted survey
• Embedded on Google network sites• Google will pay the web publisher a
commission each time a visitor completes the survey
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Google launches Knowledge Graph
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Social signals and SEO
• Social signals as an authority measure
• Using social for SERP personalization– Social Signals: This Changes Everything,
Distilled
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Post-penguin link building
• Stick with target sites• Less automated• Quality over quantity – maybe• Less exact match anchor texts, more
natural texts, like “read more”
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Penguin 1.1 released
• On May 26, 2012• Called a “data refresh”• Impacts less than one-tenth of a
percent of English-language searches
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New Google Analytics Backlink Report – social or SEO?
• Go to Traffic Sources > Social > Pages
• Click on the Activity Stream Tab:
• Click on Events:
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Updated fb ad creator
• Don’t choose ad type, choose Destination – Page, Place, App, Event, URL
• Then choose Objective: like my page (CPM pricing), click on my ad/story (CPC).
• Precise Interests and Broad Categories• Page promotion: specific page, or post
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Are Google ads better than FB?
Google Facebook
CTR (avg. 0.1%)
0.4% 0.051%
Reach (internet users)
90% 51%
CPC $0.80 $0.75
Source: WordStream Study
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Post on topics related to, but not about, your brand (duh)• Posts were divided into three types of
content to determine which drove the most user engagement.
• Overall, posts related to the brand but not about specific products or services entice more users to Like, Share, or otherwise engage.
Source: Facebook Studio study
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New FB Stats for apps
• Had info on: number of stories published from apps, the different channels used and their associated click through rates.
• Now you can know how many individual users performed the above actions
• Auth dialog user views, acceptances, and conversions
FB used most for social logins• Facebook accounted for 45% of social
logins in the first quarter of 2012• Followed by Google with 31%• Reason: ecommerce sites want to
leverage fb’s social graph
Social profile data that can be accessed
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Play games in fb news feed
• Called “Feed Gaming”• Example use cases:– Compete with friends– Rewarding engagement– Track performance
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Star your friends in fb
• New feature called “Close Friends” list
• So you won’t miss their updates• Based on work, home, school, family
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Facebook Marketing Classroom
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Facebook releases Instagram Clone
• Only for iOS• Like Instagram, but not as good
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FB social readers are collapsing• Woohoo!
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FB adds file sharing to Groups
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Facebook launches App Store
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About So.cl
• Was first tested on students last year• Combines search and sharing for
research purposes• Bookmarklet for sharing pages• Users can create boards• Video Parties• Not meant to replace other networks
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New Twitter emails
• New weekly digest – shared stories, people that shared the stories
• Most engaging tweets seen by the people you follow…not by you!
• Rolling out over next few weeks• New follower email – new design,
same data
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New Design for Twitter Discover Tab• Direct input from users’ personal
networks.• Shows who tweeted about particular
stories.• “View Tweets“ - on any story to see
popular Tweets from your network or recent, relevant Tweets directly below the story summary.
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YouTube turns 7!
• 72 hours of video is being uploaded to the site every minute – last year was 48 hours
• Watching few videos, but longer videos and spending more time on site
YouTube Merch Store expands
• Now can sell CafePress stuff• A new tab will be added to the
channel called Store
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Pinterest: Attribution and Easy Sharing with Flickr• a Pinterest button in the Flickr share
menu to easily pin everything that you can share via Flickr
• Attribution appears below the pin’s description and provides a permanent link to the work, its author, and where they host their content.
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Pin to Pinterest from Email
<a href="http://pinterest.com/pin/create/button/?url=[1]&media=[2]&description=[3]">Pin this on Pinterest</a>Using the snippet above, marketers can specify:• the “pinned from” url• the URL of the shared image (doesn’t have
to be the exact image in the email)• suggested description of the pinned image
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Pinterest Tops Facebook In Social Commerce• 10% of website transactions via Pinterest,
vs 7% from Facebook.• 87% of consumers visiting via Pinterest
were first-timers, vs 57% from Facebook.• On average, per transaction, Pinterest
sums more than doubled Facebook.• Pinterest has a 43% higher bounce rate
than Facebook (average time spent on Pinterest was found to be 14.2 minutes).
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May 28 – WP’s bday
Credit: WordPress is nine years old today, WPCandy
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Autopost images from WP to Pinterest
• WP Pinner plugin• Select default Pinterest board• Choose whether or not to enable WP
Pinner on posts and pages• Choose whether or not to auto-post to
Pinterest• Can’t post videos• Analytics in WP: how many clicked through
to WordPress, how many likes, repins
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Guide to WordPress SEO
Are You Setting Up WordPress For SEO Success? - SEOmoz
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Instant biz verification on Foursquare• Can instantly verify a business on
Foursquare• For a fee - $10
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More than a third of consumers read email on mobile• Over half of all emails are read on
mobile devices by 18-34 year olds• 2/3 act on mobile emails with most
(42%) clicking through to a website or making a purchase (30%).
• 38% of those who read emails on mobile did because subject line sounded interesting
• 42% complain of too much scrolling
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NEWS & TIPS
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LinkedIn buys Slideshare• for $119 million
Chrome most used browser
• Beating IE! Woohoo!
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Pakistan Blocks Twitter, Citing ‘Blasphemy’ • Because of mention of
a contest held in 2010 asking people to draw images of the Prophet Muhammad
• Ban was later lifted
Women Are More Social• Nielson's latest
State of The Media (PDF) report shows that women are 8 percent more likely than men to create or update their own personal blog
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Google Sued Over 'Jewish' Search Suggestions• French anti-discrimination organizations
suing Google for "unsolicited and systematic associations between famous people and their Jewishness" in auto-complete
• Ex: Rupert Murdoch Jewish• Google is allegedly violating a French
constitutional law against compiling files on people that refer to their ethnicity
Source: Citi, LinkedIn Form Network for Professional Women Targets key demo group for Citi
http://www.adweek.com/news/advertising-branding/citi-linkedin-form-network-professional-women-139966
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Israeli military to keep tabs on Facebook, Twitter• New military-run internet information
monitoring system• The system will also monitor blogs
and traditional news sites
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More info: WordPress, Reddit, Cheezburger and Others Join New Internet Defense League
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THANKS!
illumineahttp://illuminea.com ▪ http://wpgarage.com@miriamschwab ▪ http://facebook.com/miriamschwabSlides available at http://illum.in/ourpresentations
