May 2012 - Web Trends for Marketing Professionals
-
Upload
illuminea-web-presence-agency -
Category
Technology
-
view
832 -
download
2
description
Transcript of May 2012 - Web Trends for Marketing Professionals
![Page 1: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/1.jpg)
Follow me! @miriamschwabFollow me! @miriamschwab
Web Trends for Marketing Professionals
May 30, 2012, JerusalemBy: Miriam Schwab
Follow us: facebook.com/illuminea
![Page 2: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/2.jpg)
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.
![Page 4: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/4.jpg)
Follow me! @miriamschwab
![Page 5: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/5.jpg)
Follow me! @miriamschwab
![Page 6: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/6.jpg)
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
![Page 7: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/7.jpg)
Follow me! @miriamschwab
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
![Page 9: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/9.jpg)
Follow me! @miriamschwab
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
![Page 10: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/10.jpg)
Follow me! @miriamschwab
Google launches Knowledge Graph
![Page 11: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/11.jpg)
Follow me! @miriamschwab
![Page 12: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/12.jpg)
Follow me! @miriamschwab
Social signals and SEO
• Social signals as an authority measure
• Using social for SERP personalization– Social Signals: This Changes Everything,
Distilled
![Page 13: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/13.jpg)
Follow me! @miriamschwab
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”
![Page 14: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/14.jpg)
Follow me! @miriamschwab
Penguin 1.1 released
• On May 26, 2012• Called a “data refresh”• Impacts less than one-tenth of a
percent of English-language searches
![Page 15: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/15.jpg)
Follow me! @miriamschwab
New Google Analytics Backlink Report – social or SEO?
• Go to Traffic Sources > Social > Pages
• Click on the Activity Stream Tab:
• Click on Events:
![Page 16: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/16.jpg)
Follow me! @miriamschwab
![Page 18: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/18.jpg)
Follow me! @miriamschwab
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
![Page 19: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/19.jpg)
Follow me! @miriamschwab
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
![Page 20: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/20.jpg)
Follow me! @miriamschwab
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
![Page 21: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/21.jpg)
Follow me! @miriamschwab
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
![Page 22: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/22.jpg)
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
![Page 23: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/23.jpg)
Social profile data that can be accessed
![Page 24: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/24.jpg)
Follow me! @miriamschwab
Play games in fb news feed
• Called “Feed Gaming”• Example use cases:– Compete with friends– Rewarding engagement– Track performance
![Page 25: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/25.jpg)
Follow me! @miriamschwab
Star your friends in fb
• New feature called “Close Friends” list
• So you won’t miss their updates• Based on work, home, school, family
![Page 26: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/26.jpg)
Follow me! @miriamschwab
![Page 28: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/28.jpg)
Follow me! @miriamschwab
Facebook Marketing Classroom
![Page 29: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/29.jpg)
Follow me! @miriamschwab
Facebook releases Instagram Clone
• Only for iOS• Like Instagram, but not as good
![Page 30: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/30.jpg)
Follow me! @miriamschwab
FB social readers are collapsing• Woohoo!
![Page 31: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/31.jpg)
Follow me! @miriamschwab
FB adds file sharing to Groups
![Page 32: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/32.jpg)
Follow me! @miriamschwab
Facebook launches App Store
![Page 34: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/34.jpg)
Follow me! @miriamschwab
![Page 35: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/35.jpg)
Follow me! @miriamschwab
![Page 37: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/37.jpg)
Follow me! @miriamschwab
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
![Page 38: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/38.jpg)
Follow me! @miriamschwab
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
![Page 39: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/39.jpg)
Follow me! @miriamschwab
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.
![Page 40: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/40.jpg)
Follow me! @miriamschwab
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
![Page 41: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/41.jpg)
YouTube Merch Store expands
• Now can sell CafePress stuff• A new tab will be added to the
channel called Store
![Page 42: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/42.jpg)
Follow me! @miriamschwab
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.
![Page 43: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/43.jpg)
Follow me! @miriamschwab
![Page 44: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/44.jpg)
Follow me! @miriamschwab
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
![Page 45: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/45.jpg)
Follow me! @miriamschwab
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).
![Page 48: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/48.jpg)
Follow me! @miriamschwab
May 28 – WP’s bday
Credit: WordPress is nine years old today, WPCandy
![Page 49: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/49.jpg)
Follow me! @miriamschwab
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
![Page 51: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/51.jpg)
Follow me! @miriamschwab
Guide to WordPress SEO
Are You Setting Up WordPress For SEO Success? - SEOmoz
![Page 52: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/52.jpg)
Follow me! @miriamschwab
Instant biz verification on Foursquare• Can instantly verify a business on
Foursquare• For a fee - $10
![Page 53: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/53.jpg)
Follow me! @miriamschwab
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
![Page 54: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/54.jpg)
Follow me! @miriamschwab
NEWS & TIPS
![Page 55: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/55.jpg)
Follow me! @miriamschwab
LinkedIn buys Slideshare• for $119 million
Chrome most used browser
• Beating IE! Woohoo!
![Page 56: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/56.jpg)
Follow me! @miriamschwab
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
![Page 57: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/57.jpg)
Follow me! @miriamschwab
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
![Page 58: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/58.jpg)
Source: Citi, LinkedIn Form Network for Professional Women Targets key demo group for Citi
![Page 60: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/60.jpg)
Follow me! @miriamschwab
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
![Page 61: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/61.jpg)
Follow me! @miriamschwab
More info: WordPress, Reddit, Cheezburger and Others Join New Internet Defense League
![Page 62: May 2012 - Web Trends for Marketing Professionals](https://reader035.fdocuments.in/reader035/viewer/2022070314/554ce490b4c905d1488b554a/html5/thumbnails/62.jpg)
Follow me! @miriamschwab
THANKS!
illumineahttp://illuminea.com ▪ http://wpgarage.com@miriamschwab ▪ http://facebook.com/miriamschwabSlides available at http://illum.in/ourpresentations