May 2012 - Web Trends for Marketing Professionals


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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.

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May 2012 - Web Trends for Marketing Professionals

  1. 1. Web Trends for Marketing Professionals May 30, 2012, Jerusalem By: Miriam SchwabFollow us: Follow me! @miriamschwab
  2. 2. 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
  3. 3. Google+ Hangouts! Follow me! @miriamschwab
  4. 4. Follow me! @miriamschwab
  5. 5. Follow me! @miriamschwab
  6. 6. 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: upload_verify Follow me! @miriamschwab
  7. 7. 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 havent posted anything• ComScore: average Google+ user spends 3 minutes/month, compared to 405 minutes for Facebook users Follow me! @miriamschwab
  8. 8. Google Surveys Follow me! @miriamschwab
  9. 9. 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 Follow me! @miriamschwab
  10. 10. Google launches Knowledge Graph Follow me! @miriamschwab
  11. 11. Follow me! @miriamschwab
  12. 12. Social signals and SEO• Social signals as an authority measure• Using social for SERP personalization – Social Signals: This Changes Everything, Distilled Follow me! @miriamschwab
  13. 13. 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” Follow me! @miriamschwab
  14. 14. Penguin 1.1 released• On May 26, 2012• Called a “data refresh”• Impacts less than one-tenth of a percent of English-language searches Follow me! @miriamschwab
  15. 15. New Google Analytics Backlink Report – social or SEO?• Go to Traffic Sources > Social > Pages• Click on the Activity Stream Tab:• Click on Events: Follow me! @miriamschwab
  16. 16. Follow me! @miriamschwab
  17. 17. Follow me! @miriamschwab
  18. 18. 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 Follow me! @miriamschwab
  19. 19. Are Google ads better than FB? Google FacebookCTR (avg. 0.1%) 0.4% 0.051%Reach (internet 90% 51%users)CPC $0.80 $0.75 Source: WordStream Study Follow me! @miriamschwab
  20. 20. 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 Follow me! @miriamschwab
  21. 21. 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 Follow me! @miriamschwab
  22. 22. 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
  23. 23. Social profile data that can be accessed
  24. 24. Play games in fb news feed• Called “Feed Gaming”• Example use cases: – Compete with friends – Rewarding engagement – Track performance Follow me! @miriamschwab
  25. 25. Star your friends in fb• New feature called “Close Friends” list• So you won’t miss their updates• Based on work, home, school, family Follow me! @miriamschwab
  26. 26. Follow me! @miriamschwab
  27. 27. Facebook Success Stories Follow me! @miriamschwab
  28. 28. Facebook Marketing Classroom Follow me! @miriamschwab
  29. 29. Facebook releases Instagram Clone• Only for iOS• Like Instagram, but not as good Follow me! @miriamschwab
  30. 30. FB social readers are collapsing• Woohoo! Follow me! @miriamschwab
  31. 31. FB adds file sharing to Groups Follow me! @miriamschwab
  32. 32. Facebook launches App Store Follow me! @miriamschwab
  33. 33. Follow me! @miriamschwab
  34. 34. Follow me! @miriamschwab
  35. 35. Follow me! @miriamschwab
  36. 36. Follow me! @miriamschwab
  37. 37. About• 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 Follow me! @miriamschwab
  38. 38. 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 Follow me! @miriamschwab
  39. 39. 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. Follow me! @miriamschwab
  40. 40. 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 Follow me! @miriamschwab
  41. 41. YouTube Merch Store expands• Now can sell CafePress stuff• A new tab will be added to the channel called Store
  42. 42. 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. Follow me! @miriamschwab
  43. 43. Follow me! @miriamschwab
  44. 44. Pin to Pinterest from Email<ahref="[1]&amp;media=[2]&amp;description=[3]">Pin this on Pinterest</a>Using the snippet above, marketers canspecify:• 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 Follow me! @miriamschwab
  45. 45. 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). Follow me! @miriamschwab
  46. 46. Follow me! @miriamschwab
  47. 47. Follow me! @miriamschwab
  48. 48. May 28 – WP’s bdayCredit: WordPress is nine years old today, WPCandy Follow me! @miriamschwab
  49. 49. 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 Follow me! @miriamschwab
  50. 50. Follow me! @miriamschwab
  51. 51. Guide to WordPress SEOAre You Setting Up WordPress For SEO Success? - SEOmoz Follow me! @miriamschwab
  52. 52. Instant biz verification on Foursquare• Can instantly verify a business on Foursquare• For a fee - $10 Follow me! @miriamschwab
  53. 53. 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 Follow me! @miriamschwab
  54. 54. NEWS & TIPS Follow me! @miriamschwab
  55. 55. LinkedIn buys Slideshare Chrome most used browser• for $119 million • Beating IE! Woohoo! Follow me! @miriamschwab
  56. 56. Pakistan Blocks Twitter,Citing ‘Blasphemy’ Women Are More Social• Because of mention of • Nielsons latest State of a contest held in 2010 The Media (PDF) report asking people to draw shows that women are images of the Prophet 8 percent more likely Muhammad than men to create or• Ban was later lifted update their own personal blog Follow me! @miriamschwab
  57. 57. 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 Follow me! @miriamschwab
  58. 58. Source: Citi, LinkedIn Form Network for Professional Women Targetskey demo group for Citi
  59. 59. Follow me! @miriamschwab
  60. 60. 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 Follow me! @miriamschwab
  61. 61. More info: WordPress, Reddit, Cheezburger and Others Join NewInternet Defense League Follow me! @miriamschwab
  62. 62. illuminea ▪ ▪ available at! Follow me! @miriamschwab