Social media giants Facebook and Twitter update search algorithm leaving brands and marketing agencies in a tight spot, Google algorithm update also left devastation in its wake. What does the future hold for online marketing and brands?

1. Search
Wars

2. • Orientation – Brief overview
• ClickAss manages 36 Domains and all respective social platforms, most of the clients we manage are premium
publishers in the South African Market.
Current State Of The Search
• Google Search: Panda, Penguin, Hummingbird, Mobilegeddon & their penalties
• Facebook - EdgeRank & Newsfeed
• Twitter – Video, Direct Messaging, Website Card
Measurement Metrics & Tools
• Google – Social Tools
• Facebook
• Twitter
Agenda

3. Current Clients & Projects

4. The Current
State Of
Search

5. What is Web Traffic?
They
typed
your URL
into their
browser
They
searched
from a
search
engine
They
found
you via a
referral
from
either a
post or
comment
or social
mention
Search
40-50%
Referral
20-30%
Direct
20%
By default, campaign traffic
will always be zero unless
a campaign is running
Campaign
0%

6. Google Updates Algorithm AGAIN!
PANDA PENGUIN HUMMINGBIRD
2014
MOBILE
2015
CONTENT LINKS
SERPS &
KNOWLEDGE
GRAPH
SPEED
&
MOBILE
SEARCH

7. What Does Hummingbird do?
https://www.youtube.com/watch?v=mmQl6VGvX-c

8. The Mobilegeddon Update
 Only impacts MOBILE searches from a
mobile device.
 Will hurt all mobile traffic to your site if you
are NOT responsive or mobile friendly
 Google will issue a SLOW tag to your
search listing and if you do not fix it, they
WILL de-index you for MOBILE SEARCH.
 Mobile search has overtaken desktop
search globally.
 Mobile search results now show latest
Tweets

9. Google Knowledge Graph & Twitter
 Performing a search on Google
from a mobile now displays
relevant tweets from Twitter.
 This integration adds a new real-
time element to Google search
results which is great for content
producers and brands to boost
their reach
 Desktop rollout is planned for
South Africa later this year, so be
prepared
 The new integration will display
actual tweets, including photos
contained in them. Searchers
can also click on the tweets to
view them within Twitter.
 Why? Twitter wants to get its
content seen by more people in
an effort to increase the number
of its users.
 #MadMen

10. This is how it all comes together…
The Knowledge Graph

12. The EdgeRank 2015 Update
 Posts that solely push people to buy a
product or install an app
 Click baiting: You won't believe what
happened next!?
 Posts that push people to enter promotions (
Like & Share ) and sweepstakes with no real
context
 Posts that reuse the exact same content
from ads / websites
 Posts that push people to leave the
Facebook environment
 Call to action button to replace all click
baiting

13. The Good, The Bad & The Ugly Post

14. Why Should You Worry?

15. Improved experience for people who do not have a lot of content available to see (few
friends).
They can now see multiple posts from people they interact with
This one ensures that the content that is posted by the friends that you interact with will
be higher in the News Feed so that you are less likely to miss it.
Only if you INTERACT with the pages that you like will you see their content.
This one is for the interactions that your friends have with a post. Many people have
complained about seeing stories about their friends liking or commenting on a post so those
stories will be placed lower in the News Feed or not at all.
So this one ensures that they only see the post once
The News Feed Update
1
2
3

16. The gist of it is…
All PVT pages acting as Brand pages will be
penalized in the following ways:
 Only 10% of all “over promotional” posts will
be seen by your audience.
 Maximum 2 – 5 promo posts per week.
 Audience can turn off all notifications from
brand pages without the page ever
knowing
 Without a Business Manager Page, and
Google Analytics, tracking and reporting will
be difficult to prove
 BUT you now have a call to action button!
STOP
BRAND
SPAM

17.  Where do they go before they come
here? Where do they go after here?
 What time does your audience engage
with social media?
 What type of content does your
audience engage with?
 Create content for real people
 Figure out who your audience personas
are
 Track social via Google Analytics
 Track social via Facebook Business
Manager
What Does That Mean To You?
Know your audience not their demographics

19. Twitter updates its algorithm…
Impressions
Measures the amount
of times a tweet was
seen by any user.
This metric exposes the
reach of any Twitter
campaign.
Engagement
Measures the total
number of times a user
has interacted with a
tweet (clicking
hashtags, links,
username, retweets,
replies, favorites, etc.).
Engagement Rate
Engagement Rate is
that number
(engagement) divided
by the total number of
impressions.
Export Data
When you export from
Twitter’s analytics, even
more data is revealed:
– Clicks
– Shares
– Follows
– Promotions

20. Twitter update to serve brands?
www.Ads.twitter.com

21. Measurement Tools

22. Google Analytics For Social Conversions?

23. Google Social Analytics In Action

24. Charging For Social Acquisition
Total Conversions: 887

25. Let’s Recap…
 Know your Audience
 Create social content edited for your
social audience
 Add contextual copy
 Native Lateral Content
 No duplicate titles and copy
 No Click Baiting
 No over promotional posts
 Track social conversions via Google
analytics, Facebook Page Insights or
Business Manager
 Know The Audience!
 Start focusing on Native content
marketing strategies
 No Click Baiting
 No over promotional posts
 Balance organic with paid
 Package around conversions
 Twitter amplifies efforts
 Track social conversions via Google
analytics, Facebook Page Insights or
Business Manager
Editing & Content Production Sales & Packaging

26. Tools

28. ClickAss SEO
Audience Acquisition, Retention and Amplification Specialist
“The quantity of traffic to your site matters far less than the quality of that
traffic….”
For the competitive advantage over your competitors, our niche
SEO, SMO ( Social Media Optimisation ), SEM, Content Marketing
and training will keep you ahead of the curve.
www.clickass.co.za
deestephens@clickass.co.za clickass@clickass.co.za