WassUp Recap - June 2012 - session 1
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WassUp Recap - June 2012 - session 1

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LUON WassUp Recap - June 2012

LUON WassUp Recap - June 2012
1. The Social Landscape

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    WassUp Recap - June 2012 - session 1 WassUp Recap - June 2012 - session 1 Presentation Transcript

    • WassUp Recap June 2012 Geert De Laet | Technology Evangelist Twitter: @geertdelaet | hashtag #luonwassup1 | The Social Landscape 1
    • 1. Search Goes Social 2
    • 1. Search Goes SocialFrom links to likes: a brief history 2008 April 2010 First search engines Facebook like button 2004 – 2005 ranking according to October 2009 one‟s social graph on „social search‟ emerges. social networks. Google „Social Search‟ Links are „positive votes‟ feature launches based by the webmaster Rumours of Google on Google Profile and community adding Digg-like scoring Twitter data.„04 „05 „06 „07 „08 „09 „10 „11 2007 ‘Lazyweb’ End 2011 Google personalizes Used to describe the act Bing renews deal with search results based upon of out-sourcing your Twitter, Google doesn‟t. search data questions to your friends on Social Media Microsoft buys 1,3% of Google launches Google+ Facebook shares Ex.: Aardvark IM buddy 3
    • January 10Google, Plus your world click next for video“Google, Plus your world” adds personal results to your search result page. These personalresults are however very biased towards Google+. 4
    • January 10Google, Plus your world“People and Pages on Google+” shows people and pages related to your search query, thatare active on Google+. These results appear even above the SEA ads. 5
    • February 28Bing Linked PagesLinked Pages allows Bing users (U.S. only, for now) to connect their various websites andprofiles to their Bing identities, using Facebook for authentication. 6
    • February 28Bing Linked PagesLinked Pages allows Bing users (U.S. only, for now) to connect their various websites andprofiles to their Bing identities, using Facebook for authentication. 7
    • May 10Bing SidebarBing‟s new Sidebar component shows friends who might know more about yourquery, people who know, an activity feed of Bing searches and a Facebook „ask friends‟box 8
    • 1. Search Goes SocialA Facebook search engine? Would you use a Facebook search engine over your preferred search engine? 9% 5% 27% 12% Maybe, but only if it was better than Google or Bing No Probably not 22% Probably 26% Dont know Definitely Source: Greenlight Digital, Search & Social Survey, 2012A team of more than 20 Facebook engineers — led by a former Google employee LarsRasmussen — is at work on a vastly improved search engine within the site 9
    • May 2012A Facebook search engine?Search is becoming increasingly more visually oriented. Facebook could use its hugeimage library as a new source for searching. 10
    • 1. Search Goes Social 11
    • 2. Rules Of A New World 12
    • January 18SOPA/PIPASOPA = Stop Online Piracy ActPIPA = Protect IP Act = Preventing Real Online Threats to Economic Creativity and Theftof Intellectual Property Act 13
    • JanuarySOPA/PIPA click next for video 14
    • JanuarySOPA/PIPA Force ISPs to block access to Domain Name System servers to infringing foreign sites. Force search providers to make such sites that have been flagged as infringing undiscoverable. Force payments processors to shut down the ability for infringing sites to make money. Force Internet advertisers to cease doing business with an infringing site.SOPA = Stop Online Piracy ActPIPA = Protect IP Act = Preventing Real Online Threats to Economic Creativity and Theftof Intellectual Property Act 15
    • January 26ACTAACTA = Anti-Counterfeiting Trade Agreement 16
    • January 26ACTA click next for videoACTA was signed by the EU and 22 of its members (incl. Belgium) on January 26 17
    • April 9CISPA “CYBER THREAT” YEA Efforts to degrade, disrupt or destroy government or private systems and Facebook, Microsoft, Intel, IBM, Oracle, Sy networks mantec, Verizon, AT&T , Verizon, Boeing, American Bankers Association, American OR Chemistry Council, … Theft or misappropriation of private or government information, intellectual NAY property, or personally identifiable information 600,000 online petitions, Electronic Frontier Foundation, Hacker group Anonymous, White House National Security Council, …CISPA = Cyber Intelligence Sharing and Protection Act 18
    • January 26Twitter censorshipTwitter is giving itself the right to withhold content in specific countries, while keepingthat content available for the rest of the world. 19
    • 2. Rules Of A New World 20
    • 3. Your Brand In Social Media 21
    • December 8, 2011Twitter | „enhanced profiles‟ aka „brand pages‟Twitter will slowly roll out enhanced profile pages to a wider audience of brands in thecoming months. 22
    • January 19Facebook | Open Graph for AppsAfter a limited roll-out, Facebook now allows any developer to create Open Graphapps, announcing 60 new Open Graph application partners in the process 23
    • January 19Facebook | Open Graph for Apps click next for videoAfter a limited roll-out, Facebook now allows any developer to create Open Graphapps, announcing 60 new Open Graph application partners in the process 24
    • January 19Facebook | Open Graph for AppsYou can find a detailed tutorial on how to create this app onhttps://developers.facebook.com/docs/opengraph/tutorial/ 25
    • January 19Facebook | Open Graph for AppsNew apps have to go through an approval process. Apps must be simple, genuine andnon-abusive. https://developers.facebook.com/docs/opengraph/opengraph-approval/ 26
    • February 27Facebook | Timeline for Pages PRICE INFO CONTACT CTA’s LIKE / SHAREThe cover photo measures 851x315 pixels and must not include price or purchaseinfo, contact info, CTA‟s or references to Facebook features such as Like or Share. 27
    • February 27Facebook | Timeline for PagesBrands will have to think about adding back-content to the timeline, such as milestones inthe brands‟ history. 28
    • February 27Facebook | Timeline for PagesPeople can now privately message a brand, and a brand can respond privately. A brandcan not start a private conversation! 29
    • February 27Facebook | Timeline for PagesAds on Timeline pages are less visible (30%-40% vs. 80%)Cover photos are the new Facebook Wall (100% attention vs. 65%-92% on profile photos)Viewers see Timeline content last (after ads, navigation buttons and brand logos)Information that was invisible is now a focal point: likes, events and appsMashable conducted an eye-tracking study on the old and new Facebook Page layouts 30
    • November 8, 2011Introducing brand pages for Google+Recently, Google+ reached the 100 million active members mark.The goal is to reach 400 million active members by the end of the year. 31
    • November 8, 2011Introducing brand pages for Google+The biggest differences between Google+ Pages and Facebook Pages today are Facebookapplications, insights and advertising versus Google+ Hangouts and segmentation 32
    • 4. New Kid On The Block 33
    • 4. New Kid On The BlockThe what | Your virtual pinboard My favorite imagesPinterest is a visually attractive social bookmarking and discovery service for pictures. 34
    • 4. New Kid On The BlockThe what | Your virtual pinboard click next for video Collecting Pinterest in 90 secondsPinterest is a visually attractive social bookmarking and discovering service for pictures. 35
    • 4. New Kid On The BlockThe what | Pinterest lingoPIN: BOARD: REPIN:An image added to Pinterest Categorize all your pins Once something is pinned,From a site or uploaded You can have several boards it can be repined by otherMust include caption of your interest Pinterst users 36
    • 4. New Kid On The BlockThe why | Audience March 2012 72% March 2012 28%Ages are nearly evenly spread between 25 and 54 (source Google‟s Doubleclick AdPlanner) 37
    • 4. New Kid On The BlockThe why | Engagement 14.2 2.3 414.2 MINUTES: 2.3 BILLION: 4 MILLION:Average time spent on Pinterest page views in Daily unique visits toPinterest per visit March 2012 Pinterest 38
    • 4. New Kid On The BlockThe why | Virality 80% Re-pins 20% New pinsThis is evidence of the impressive level of virality at work in the Pinterestcommunity. Pinterest is truly an ecosystem of sharing. (source RJMetrics) 39
    • 4. New Kid On The BlockThe why | Driving trafficPinterest is driving more traffic than Google+, YouTube and LinkedIn combined(source Shareaholic 2012) 40
    • 4. New Kid On The BlockThe why | Generating revenue “ Pinterest is responsible for Media driven revenue. 17% of all Social And this is projected to rise up to 40%. “ 21% of users on Pinterest have purchased an item they found on the site.Pinterest is not only driving traffic, but also revenue!(source: Venturebeat, 2012 & Pricegrabber (US), 2012) 41
    • 4. New Kid On The BlockThe how | Tips & tricks Likes Contributors Mentions & Pins you wouldn‟t Add contributors to Hashtags want to dedicate a your Board Similar to Twitter whole Board to Categorize Sell Pins Place your Boards Add a "$" to add into one of the 32 a price banner categories 42
    • 4. New Kid On The BlockThe how | Be pinnable It’s all about visual contentBe sure your site has quality images worthy of pinning 43
    • 4. New Kid On The BlockThe how | Promote more than products The idea behind the brand makes sense on PinterestTry to think outside the box and pin images that capture a lifestyle and /or the essence ofthe brand 44
    • 4. New Kid On The BlockThe how | Engage and intersect Use it like a focus group and gain insight to clienteleAsk fans to pin pictures of themselves with the specific product/brand and tag, so you caneasily repin those photos onto a special board. 45
    • 4. New Kid On The BlockThe how | Host a contest A simple question + hashtags + likesIncrease the amount of followers 46
    • 4. New Kid On The BlockThe how | Host a contest A simple question + hashtags + likesFly BMI Pinterest Lottery: Repin up to 6 numbered destination pics. Each week, a numbergenerator selects one of the destination images. Repinners are entered in a drawing. 47
    • 4. New Kid On The BlockThe how | Host a contest A simple question + hashtags + likesPeugeot Panama ran a jigsaw puzzle contest whereby entrants had to find missing pinsand create their own boards for them. 48
    • 4. New Kid On The BlockThe how | IntegrateBesides of the online „pin to Pinterest‟ buttons, companies like Digimark also provideways of integrating Pinterest into offline print campaigns. 49
    • 4. How to marketThe how | The best-of-class Selling The fourth natural and The world’s handmade best selling organic foods magazine in marketplace the US29.284 followers 85.778 followers 59.339 followersIts pinboards are related to Its pinboards are related to Inspiring ideas forfood recycling, green gift ideas, weddings home, gardening, food, holilivings, holidays, cool stuff, DIY projects, holiday days, and living well.kitchens and food art decorating,… 50
    • 4. How to marketBelgian brands on PinterestAt this moment not very active, no followers, no contentBut then again: things are moving fast for Pinterest… 51
    • 5. Industry Changes 52
    • 5. Industry ChangesDeath of the check-in?Facebook places no more Exit Gowalla 53
    • 5. Industry ChangesDeath of the check-in?Source: Forrester Research, December 2011 54
    • May 3LinkedIn acquires SlideshareLinkedIn + Slideshare = “Managing your professional identity and insights, everywhere” 55
    • May 3Facebook acquires Instagram it‟s the largest mobile social network, growing at +2 mill. users per month it‟s the most successful mobile-first platform mobile isn‟t Facebook‟s strong suitFacebook users already upload an average of more than 250 million images daily, making it the mostpopular photo-sharing service on the Web. 56
    • January 193½ months earlier…Despite having invented the digital camera, Eastman-Kodak filed for bankrupcy on January 19, 2012. 57
    • Thank you for listening.Now let’s talk.Geert De LaetTechnology evangelistgdelaet@luon.comTwitter: @geertdelaethttp://www.luon.com 58