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Web Trends for Marketing
      Professionals
    Feb. 27, 2012, Jerusalem
       By: Miriam Schwab
  Follow me: @miriamschwab

                        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 now
  SMX!
• Serves on Steering Board of Digital Eve
  Israel, one of Israel’s largest communities of
  professional women.

                                     Follow me! @miriamschwab
http://apps.facebook.com/avia
            ryeditor/




                     Follow me! @miriamschwab
Follow me! @miriamschwab
Facebook’s Ad Revenues Will
   Pass $5 Billion This Year




                     Follow me! @miriamschwab
Follow me! @miriamschwab
Changes to fb ads
• Reduced ad copy from 135 characters
  to 90 characters – end of Feb.
• Open Graph action spec targeting –
  Listen, Read, Watch actions on Objects
  (song, book, product) story ads
  – Removes limit of only promoting actions
    on your own Pages, apps, Places



                                 Follow me! @miriamschwab
Follow me! @miriamschwab
Follow me! @miriamschwab
FB Featured Stories
• Sponsored stories to become Featured
  stories
• Rolling out over next few months.
• Difference: these appear in the news
  feed, can only show for users who liked
  a Page, or their friend’s activity
• One-ish paid item per day.
• Rumor: Will show on mobile.
                               Follow me! @miriamschwab
Follow me! @miriamschwab
Facebook verified accounts
• Celebrities will be able to verify their
  account
• Then they can use a nickname (i.e. Stefani
  Germanotta can choose to be called
  Lady Gaga)
• Those with verified accounts will gain more
  prominent placement in Facebook’s
  “People To Subscribe To” suggestions.
• No verification badge

                                  Follow me! @miriamschwab
F-commerce not going so well
• JC Penney, Nordstrom, Gap, Banana
  Republic, Old Navy opened and
  closed stores on fb
• Didn’t get needed ROI.




                           Follow me! @miriamschwab
Follow me! @miriamschwab
Jan. 2012: 181 m U.S. users watched nearly
 40 billion videos, 22.6 hrs of online video




                                 Follow me! @miriamschwab
YouTube adds features

Promote your Google+ profile
on your YouTube channel




                               Follow me! @miriamschwab
YouTube adds features
• Post videos, playlists to channel feed
• More annotation options – a new
  type, color palette, new
  timeline, annotation styles




                                Follow me! @miriamschwab
Google: video schema markup
• http://schema.org/VideoObject
• 3 main pieces of info: title, meta
  description, thumbnail
• Google recommends using on-page
  markup (schema, Facebook
  Share, Yahoo RDFa), video sitemaps
• “Google recommends using a
  dedicated video play page for each
  video.”
                            Follow me! @miriamschwab
Google: concert rich snippets


When you search for a
band, local concert
listings will be
displayed




                        Follow me! @miriamschwab
Rich snippets testing tool
      bookmarklet




                     Follow me! @miriamschwab
Clean up your serps with Bing




                     Follow me! @miriamschwab
Follow me! @miriamschwab
Submit content directly to Bing
• Submit your domain on this page
• Submit URL in Bing Webmaster Tools –
  50 per month, 10 per day
• Reinclusion request support via email
  support form
• Submit RSS feed in BWT



                               Follow me! @miriamschwab
Yandex + Twitter
• Russian search engine Yandex to gain
  access to twitter “firehose”
• New tweets will now become available in
  Yandex’s Blog Search results in a matter of
  moments.
• Will include tweets in
  Russian, Ukrainian, Belarusian or
  Kazakh, and top feeds in other languages
• Users can search by username or hashtag

                                  Follow me! @miriamschwab
Follow me! @miriamschwab
Twitter hits 500 million users. But…
• “out of 100,000 accounts [Twopcharts]
  has looked at, many have been
  suspended or closed…53% of the
  sample the company is analyzing is
  inactive.”




                             Follow me! @miriamschwab
Twitter, American Express Bring
          Self-Serve Ads




                       Follow me! @miriamschwab
Follow me! @miriamschwab
Twitter ads for SMBs (cont)
• To launch next month
• Open to US American Express
  cardholders and merchants
• Twitter will include a $100 credit to help
  the first 10,000 eligible participants get
  started



                                 Follow me! @miriamschwab
Pinterest updates
• Site owners can opt-out of Pinterest
  with code added to header: <meta
  name=”pinterest” content=”nopin” />




                             Follow me! @miriamschwab
Pinterest updates
• Pin captions now limited to 500
  characters




                               Follow me! @miriamschwab
LinkedIn 277% better for lead
              gen
• HubSpot: traffic from LinkedIn
  generated highest visitor-to-lead
  conversion rate at 2.74%, almost 3
  times higher (277%) than both Twitter
  (.69%) and Facebook (.77%).
• LinkedIn's conversion rate outranked
  social media (0.98%) as a channel
  overall

                               Follow me! @miriamschwab
Smartphone Penetration
          Reaches 48%
• Two-thirds of 24-34 yr olds have a
  smartphone. Over last three months, 8 out
  of 10 got smartphones.
• 62% of 18-24 yr olds
• 58% of 35-44 yr olds
• those in the 55-64 age bracket making
  over $100,000 a year are almost as likely to
  have a smartphone as those 35-44, making
  $35,000 to $75,000 per year.

                                  Follow me! @miriamschwab
Google Analytics on Mobile
• Track clicks on phone numbers and
  maps
• Add tracking parameters to phone
  number links, then track Events in GA




                               Follow me! @miriamschwab
Follow me! @miriamschwab
Follow me! @miriamschwab
NEWS & TIPS


              Follow me! @miriamschwab
Interesting Reads
• Target uses its masses of data to determine
  if you’re pregnant
• Google circumvents Safari default settings
  to force cookies on to browser
• Google under law enforcement
  investigation the world over for many
  different violations of law
• Kenya village chief using twitter to fight
  crime – track down missing sheep, stop
  home invasions

                                 Follow me! @miriamschwab
Follow me! @miriamschwab
Export all your Google Docs Files
          with One Click




                        Follow me! @miriamschwab
QRHacker: Pimp Your QR Code




                    Follow me! @miriamschwab
illuminea
http://illuminea.com ▪ http://wpgarage.com
@miriamschwab ▪ http://facebook.com/miriamschwab
Slides available at http://illum.in/ourpresentations


THANKS!


                                            Follow me! @miriamschwab

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Web trends monthly lecture by Miriam Schwab, February 27, 2012

  • 1. Web Trends for Marketing Professionals Feb. 27, 2012, Jerusalem By: Miriam Schwab Follow me: @miriamschwab Follow me! @miriamschwab
  • 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 now SMX! • Serves on Steering Board of Digital Eve Israel, one of Israel’s largest communities of professional women. Follow me! @miriamschwab
  • 3. http://apps.facebook.com/avia ryeditor/ Follow me! @miriamschwab
  • 5. Facebook’s Ad Revenues Will Pass $5 Billion This Year Follow me! @miriamschwab
  • 7. Changes to fb ads • Reduced ad copy from 135 characters to 90 characters – end of Feb. • Open Graph action spec targeting – Listen, Read, Watch actions on Objects (song, book, product) story ads – Removes limit of only promoting actions on your own Pages, apps, Places Follow me! @miriamschwab
  • 10. FB Featured Stories • Sponsored stories to become Featured stories • Rolling out over next few months. • Difference: these appear in the news feed, can only show for users who liked a Page, or their friend’s activity • One-ish paid item per day. • Rumor: Will show on mobile. Follow me! @miriamschwab
  • 12. Facebook verified accounts • Celebrities will be able to verify their account • Then they can use a nickname (i.e. Stefani Germanotta can choose to be called Lady Gaga) • Those with verified accounts will gain more prominent placement in Facebook’s “People To Subscribe To” suggestions. • No verification badge Follow me! @miriamschwab
  • 13. F-commerce not going so well • JC Penney, Nordstrom, Gap, Banana Republic, Old Navy opened and closed stores on fb • Didn’t get needed ROI. Follow me! @miriamschwab
  • 15. Jan. 2012: 181 m U.S. users watched nearly 40 billion videos, 22.6 hrs of online video Follow me! @miriamschwab
  • 16. YouTube adds features Promote your Google+ profile on your YouTube channel Follow me! @miriamschwab
  • 17. YouTube adds features • Post videos, playlists to channel feed • More annotation options – a new type, color palette, new timeline, annotation styles Follow me! @miriamschwab
  • 18. Google: video schema markup • http://schema.org/VideoObject • 3 main pieces of info: title, meta description, thumbnail • Google recommends using on-page markup (schema, Facebook Share, Yahoo RDFa), video sitemaps • “Google recommends using a dedicated video play page for each video.” Follow me! @miriamschwab
  • 19. Google: concert rich snippets When you search for a band, local concert listings will be displayed Follow me! @miriamschwab
  • 20. Rich snippets testing tool bookmarklet Follow me! @miriamschwab
  • 21. Clean up your serps with Bing Follow me! @miriamschwab
  • 23. Submit content directly to Bing • Submit your domain on this page • Submit URL in Bing Webmaster Tools – 50 per month, 10 per day • Reinclusion request support via email support form • Submit RSS feed in BWT Follow me! @miriamschwab
  • 24. Yandex + Twitter • Russian search engine Yandex to gain access to twitter “firehose” • New tweets will now become available in Yandex’s Blog Search results in a matter of moments. • Will include tweets in Russian, Ukrainian, Belarusian or Kazakh, and top feeds in other languages • Users can search by username or hashtag Follow me! @miriamschwab
  • 26. Twitter hits 500 million users. But… • “out of 100,000 accounts [Twopcharts] has looked at, many have been suspended or closed…53% of the sample the company is analyzing is inactive.” Follow me! @miriamschwab
  • 27. Twitter, American Express Bring Self-Serve Ads Follow me! @miriamschwab
  • 29. Twitter ads for SMBs (cont) • To launch next month • Open to US American Express cardholders and merchants • Twitter will include a $100 credit to help the first 10,000 eligible participants get started Follow me! @miriamschwab
  • 30. Pinterest updates • Site owners can opt-out of Pinterest with code added to header: <meta name=”pinterest” content=”nopin” /> Follow me! @miriamschwab
  • 31. Pinterest updates • Pin captions now limited to 500 characters Follow me! @miriamschwab
  • 32. LinkedIn 277% better for lead gen • HubSpot: traffic from LinkedIn generated highest visitor-to-lead conversion rate at 2.74%, almost 3 times higher (277%) than both Twitter (.69%) and Facebook (.77%). • LinkedIn's conversion rate outranked social media (0.98%) as a channel overall Follow me! @miriamschwab
  • 33. Smartphone Penetration Reaches 48% • Two-thirds of 24-34 yr olds have a smartphone. Over last three months, 8 out of 10 got smartphones. • 62% of 18-24 yr olds • 58% of 35-44 yr olds • those in the 55-64 age bracket making over $100,000 a year are almost as likely to have a smartphone as those 35-44, making $35,000 to $75,000 per year. Follow me! @miriamschwab
  • 34. Google Analytics on Mobile • Track clicks on phone numbers and maps • Add tracking parameters to phone number links, then track Events in GA Follow me! @miriamschwab
  • 37. NEWS & TIPS Follow me! @miriamschwab
  • 38. Interesting Reads • Target uses its masses of data to determine if you’re pregnant • Google circumvents Safari default settings to force cookies on to browser • Google under law enforcement investigation the world over for many different violations of law • Kenya village chief using twitter to fight crime – track down missing sheep, stop home invasions Follow me! @miriamschwab
  • 40. Export all your Google Docs Files with One Click Follow me! @miriamschwab
  • 41. QRHacker: Pimp Your QR Code Follow me! @miriamschwab
  • 42. illuminea http://illuminea.com ▪ http://wpgarage.com @miriamschwab ▪ http://facebook.com/miriamschwab Slides available at http://illum.in/ourpresentations THANKS! Follow me! @miriamschwab