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The Web As You Know It Is Over (and What You Can Do About It)

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A keynote presentation for the Inaugural #OrlandoIX, October 5, 2015.

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The Web As You Know It Is Over (and What You Can Do About It)

  1. 1. The Web As You Know It Is Over Matthew Knell, VP of Social Media, about.com @matthewknell (and What You Can Do About It) #orlandoix15
  2. 2. #orlandoix15 • 85 million people visit about.com every month • 13th largest site on the Internet • 1,000 Experts on topics from parenting to technology, healthcare and cooking. • Each month more people check out About.com than Pandora, Twitter, Buzzfeed, Linkedin or Netflix. Sources: ComScore, about.com internal metrics
  3. 3. #orlandoix15 4Reasons Why The Web You Know Is Over
  4. 4. Reason #1 Mobile is finally the primary platform Photo: Osborne Luggable from http://www.oldcomputers.net/osborne.html#orlandoix15
  5. 5. Mobile has won People spend more consuming media on their mobiles than their desktop or laptop and have for the last two years. Taken from, and I highly recommend you read Mary Meeker’s seminal Internet Trends Report: http://www.slideshare.net/kleinerperkins/internet-trends-v1#orlandoix15
  6. 6. In 2015, mobiles and tablet visitors have accounted for more page views than desktop visitors. Source: about.com internal stats, 2015#orlandoix15
  7. 7. Reason #2 Search isn’t as dominant anymore #orlandoix15
  8. 8. Facebook can drive more traffic then Google Media sites got more traffic from Facebook than Google in July 2015 #orlandoix15
  9. 9. Major publishers Source: SimilarWeb, Jul-Sep 2015 Site Social Search Refinery29 38% 24% HuffingtonPost 22% 36% BuzzFeed 51% 13% Mashable 43% 24% Quartz 40% 22% NY Times 20% 23% WSJ 13% 33% CNN 11% 20% Fox News 9% 21% Mother Jones 48% 18% Gawker 13% 18% #orlandoix15
  10. 10. Pinterest = emerging as the new search Pinterest is fast becoming a search engine for people’s passions and desires. It’s a new “human edited” search engine. #orlandoix15
  11. 11. social visitors are 24%more engaged than search visitors Source: about.com internal stats, Jan-Aug 2015#orlandoix15 more engaged than the average social user Pinterest visitors are 108%
  12. 12. Reason #3 The line between media and distribution is blurring #orlandoix15
  13. 13. Traffic increasingly lives in closed systems Requires content creators to understand and play platform rules and create content in more places. #orlandoix15
  14. 14. Hybrid hosting • Facebook hopes “Instant Articles” will make content load faster for users by hosting third-party content on their servers. • Washington Post has committed to publishing 100% of their content this way. • Google and Twitter are working on their own versions. More about Instant Articles: http://instantarticles.fb.com #orlandoix15
  15. 15. Apple News • Personalized content on your iOS device. • New with iOS 9. • Allows for more elegantly designed content. #orlandoix15
  16. 16. Fully distributed content networks • NowThis doesn’t have a website, living entirely on social. • BuzzFeed BFF is a fully distributed network as well. • Huffington Post is moving this way too. #orlandoix15
  17. 17. Reason #4 Private is the new Public #orlandoix15
  18. 18. Source: We Are Social’s Digital, Social and Mobile in 2015 report: http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015 Chat apps • 4 of the 6 top social networks worldwide are chat / messenging applications. #orlandoix15
  19. 19. Chat popular amongst all demos Among smartphone owners 18- 29, 49% use messaging apps. But 37% of 30-49 and 24% of 50+ do too. #orlandoix15 Source: Pew Internet: http://www.pewinternet.org/2015/08/19/mobile-messaging-and-social-media-2015-main-findings/
  20. 20. Snapchat rising Explosive growth in Snapchat in the last two years suggests that more millennials are keeping it “in the network”. #orlandoix15
  21. 21. #orlandoix15 3Things You Can Do About It
  22. 22. Thing #1 Offer share tools smartly #orlandoix15
  23. 23. Limit Share Options Review the quality and quantity of traffic from social sources. Only highlight in share buttons the ones you want traffic from. It’s ok to limit choices. #orlandoix15
  24. 24. Consider Chat Apps For Sharing #orlandoix15 USA Today’s FTW saw 3-4x the number of shares to What’s App over Twitter on Mobile Source: Digiday http://digiday.com/publishers/usa-todays-win-ditched-twitter-buttons-mobile/
  25. 25. Thing #2 Optimize your metadata for mobile and social #orlandoix15
  26. 26. Open Graph Tags • Allow you to specify exactly how a Facebook share looks with code on the page. • Author tags let you specify a Facebook profile or page to associate with a writer to help grow their social audience. Photo Title Description Author Tags More about Open Graph: http://ogp.me #orlandoix15
  27. 27. Pinterest Rich Pins • Most Open Graph Tags work with Rich Pins too - little additional work required • Allows you to customize metadata about pins • Helps pages show up in Pinterest search • Come in App, Product, Article, Place, Movie, Recipe Pins Photo Title More about Rich Pins: https://business.pinterest.com/en/rich-pins Rich Pin in Search Pin Detail Page DescriptionSite Name #orlandoix15
  28. 28. Source: about.com internal stats#orlandoix15 in a single week After enabling Rich Pins, page views from Pinterest increased 40%
  29. 29. Thing #3 Make sure your content can work anywhere #orlandoix15
  30. 30. Consider adding a second “social friendly” title to your content. Output the second social title in your Open Graph tags to show only in shares. Social Titles #orlandoix15
  31. 31. Social Titles Consider using those social titles on related links and mobile pages too #orlandoix15
  32. 32. Micro content Content gives, screens don’t #orlandoix15
  33. 33. Remember emerging formats Amazon Echo Apple TVSamsung Gear VR
  34. 34. Keep your RSS Feeds fresh Yes, RSS Feeds still matter. As new content distribution systems grow, make sure you still have update RSS feeds for your content for other uses. Consider building APIs to allow qualified apps to use your content too. #orlandoix15
  35. 35. Questions? @matthewknell #orlandoix15

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