Monthly web trends - March 2012 - by Miriam Schwab

Web Trends for Marketing
Professionals
March 26, 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 SMX
• Serves on Steering Board of Digital Eve Israel,
one of Israel’s largest communities of
professional women.


Change to Google Algo
• Over next few months
• More facts and answers
• “Semantic” search
• Microformats like Schema important
• Shift to semantic search could directly
impact the search results for 10% to
20% of all search queries, or tens of
billions per month.

No over-optimizing for Google
• Matt Cutts announced Google
working on tweak to algo to punish
over-optimized sites
• Too many keywords on a page
• Too many links exchanged
• Anything normal people don’t do


Google Places – biz address
• If you don’t serve clients at your
location, you have to hide it in the
Places dashboard
• Instructions at Google guidelines


New Google Analytics Social
Reports


What it does
• Hard to measure environment where
activity happens on- and off-site
• Bridges the gap between social media
and business metrics
• Identifies value of traffic from social,
measure direct and future conversions
• Helps you understand social activities
to help optimize engagement


Overview Report

• See how much
conversion value
(number, monetary) is
generated from your
social channels.
• “Last Interaction
Social Conversion”
and “Assisted Social
Conversion”


Conversions Report
• Measures the value
of each individual
social channel by
seeing conversion
rates and monetary
values
• Must define goals
for this report to
work


Social Sources Report
• See how visitors
from different
sources behave
• See content they
interact with, did
they stay or go,
etc.


Social Plugins

See which articles on your site are
receiving the most engagement and
which social buttons - for
example, Google +1 - are being
clicked to share them


Activity Stream

Shows how people are engaging socially
with your content off your site across the
social web.
See URLs they shared, how and where they
shared (i.e. “reshare” on Google+), and
what they said.
Mainly for Google+ right now

Firefox To Use Google Secure
Search By Default
• What this means: more “Not provided”
keywords in analytics 


Facebook Timelines for Pages
• Deploying end of March
• No more default landing tab – but can
buy ads that lead to app
• No more photo strip
• Can make status updates “sticky” – for
up to 7 days


Earliest date in
851 x 315 px – timeline: 1000 AD
no promos,
deals

You can create
custom
thumbnails for
tabs - 111 x 74px

Profile pic
displays at 125
x 125 px. Must
upload 180 x
180 px


Custom tabs
can be up to
780 px
wide, enforced
35 px left margin


Creating graphics for FB timeline
• Photoshop template one with smart
objects
• How to Create a Cool Timeline Cover
Photo and Profile Picture Combo for
your Facebook Page


New Facebook Admin Panel

FB will soon offer
five levels of admin
access – projected
end of March


1. Notifications 2. New Likes

3. Insights

4. Messages
5. Manage


Mobile referrals on App Insights


See less of acquaintances on fb
• Now easier to add friends to
Acquaintances list
• They won’t see that you changed their
list, but you’ll see less of their posts
• Go to your Friends page, select the
Acquaintances list and click See All
Suggestions.


New fb tool for demo ads


Sponsored vs. Premium
• will appear on right- • For non-fans,
hand side. 40% content will appear
more on right-hand side
engaging, 80% as ad.
more likely to be • No mobile ads
remembered
• can also appear in
news feed on
desktop and mobile
• All placements are
on Facebook's
homepage

New Pinterest Profiles

Now shows latest pin


New Pinterest TOS
• Supposedly easier to understand
• Doesn’t say they can sell our content
anymore
• No pins that explicitly encourage self-
harm or self-abuse
• Simpler tools for reporting copyright or
TM infringements
• On the way to API and private
pinboards

Pinterest Stats and Studies
• Only 13 percent of survey respondents
either somewhat or strongly agree that
Pinterest influences their purchasing
decisions.
• Study Says Pinterest More Trusted By
Women Than Facebook, Twitter
• Pinterest Drives More Traffic to Blogs
Than Twitter


NEWS & TIPS


General stuff
• Twitter turns six
• Twitter bought Posterous
• 83.8% of US internet users viewed online
video
• Video ads accounted for 16.6 percent of
all videos viewed and 1.3 percent of all
minutes spent viewing video online.
(comScore Feb. 2012)
• YouTube live streaming now available for
non-profits in non-profit program

Facebook & China
• FB blocked in China – but largest
number of Facebook app developers
in Asia-Pacific region are from China
(20%)!
• FB has Chinese-language help pages
for developers


China controlling social network
• China forcing Sina Weibo users to use
real names
• Sina will have to review posts of users
who have 100,000+ followers, and
delete posts that are harmful to
"national interests" within 5 minutes.
• However authorities are already
capable of tracing the sources of any
sensitive information.


Interesting Reads
• Search Engines Most Popular Path To
Web Sites
• Gingrich Campaign Launches Anti-
Romney Facebook Timeline
• Facebook Marketing Conference
Guides


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

THANKS!


Monthly web trends - March 2012 - by Miriam Schwab

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