The document summarizes recent trends in social media marketing and web analytics. It discusses changes to Facebook ads including reduced character limits and new targeting options. It also covers new features for YouTube, Google and Bing search. Statistics on smartphone penetration and the performance of LinkedIn for lead generation are presented. Tips on tracking mobile clicks in Google Analytics are provided.
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
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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
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
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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.
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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
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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.
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17. YouTube adds features
• Post videos, playlists to channel feed
• More annotation options – a new
type, color palette, new
timeline, annotation styles
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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.”
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19. Google: concert rich snippets
When you search for a
band, local concert
listings will be
displayed
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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
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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
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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.”
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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
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30. Pinterest updates
• Site owners can opt-out of Pinterest
with code added to header: <meta
name=”pinterest” content=”nopin” />
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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
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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.
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34. Google Analytics on Mobile
• Track clicks on phone numbers and
maps
• Add tracking parameters to phone
number links, then track Events in GA
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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
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