Post on 19-May-2015
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WassUp RecapJune 2012
Geert De Laet | Technology EvangelistTwitter: @geertdelaet | hashtag #luonwassup
1 | The Social Landscape
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1. Search Goes Social
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From links to likes: a brief history
1. Search Goes Social
2004 – 2005
‘social search’ emerges. Links are ‘positive votes’ by the webmaster community
2008
First search engines ranking according to one’s social graph on social networks.
Rumours of Google adding Digg-like scoring
‘Lazyweb’
Used to describe the act of out-sourcing your questions to your friends on Social Media
Ex.: Aardvark IM buddy
2007
Google personalizes search results based upon search data
End 2011
Bing renews deal with Twitter, Google doesn’t.
‘04 ‘11‘08‘06 ‘10‘05 ‘07 ‘09
Microsoft buys 1,3% of Facebook shares
Google launches Google+
April 2010
Facebook like button
October 2009
Google ‘Social Search’ feature launches based on Google Profile and Twitter data.
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Google, Plus your world
January 10
“Google, Plus your world” adds personal results to your search result page. These personal results are however very biased towards Google+.
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Google, Plus your world
January 10
“People and Pages on Google+” shows people and pages related to your search query, that are active on Google+. These results appear even above the SEA ads.
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Bing Linked Pages
February 28
Linked Pages allows Bing users (U.S. only, for now) to connect their various websites and profiles to their Bing identities, using Facebook for authentication.
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Bing Linked Pages
February 28
Linked Pages allows Bing users (U.S. only, for now) to connect their various websites and profiles to their Bing identities, using Facebook for authentication.
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Bing Sidebar
May 10
Bing’s new Sidebar component shows friends who might know more about your query, people who know, an activity feed of Bing searches and a Facebook ‘ask friends’ box
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A Facebook search engine?
1. Search Goes Social
A team of more than 20 Facebook engineers — led by a former Google employee Lars Rasmussen — is at work on a vastly improved search engine within the site
27%
26%22%
12%9%
5%
Maybe, but only if it was better than Google or Bing
No
Probably not
Probably
Don't know
Definitely
Source: Greenlight Digital, Search & Social Survey, 2012
Would you use a Facebook search engine over your preferred search engine?
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A Facebook search engine?
May 2012
Search is becoming increasingly more visually oriented. Facebook could use its huge image library as a new source for searching.
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1. Search Goes Social
Things To Remember From ‘links’ to ‘likes’: SEO will focus increasingly on signals from social media.
Google rewards companies having a Google+ presence with better visibility in search results.
Bing plays its Facebook card to provide an identity service for social search.
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2. Rules Of A New World
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SOPA/PIPA
January 18
SOPA = Stop Online Piracy ActPIPA = Protect IP Act = Preventing Real Online Threats to Economic Creativity and Theft of Intellectual Property Act
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SOPA/PIPA
January
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SOPA/PIPA
January
SOPA = Stop Online Piracy ActPIPA = Protect IP Act = Preventing Real Online Threats to Economic Creativity and Theft of Intellectual Property Act
Force ISPs to block access to Domain Name System servers to infringing foreign sites.
Force search providers to make such sites that have been flagged as infringing undiscoverable.
Force payments processors to shut down the ability for infringing sites to make money.
Force Internet advertisers to cease doing business with an infringing site.
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ACTA
January 26
ACTA = Anti-Counterfeiting Trade Agreement
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ACTA
January 26
ACTA was signed by the EU and 22 of its members (incl. Belgium) on January 26
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CISPA
April 9
“CYBER THREAT”
Efforts to degrade, disrupt or destroy government or private systems and networks
OR
Theft or misappropriation of private or government information, intellectual property, or personally identifiable information
CISPA = Cyber Intelligence Sharing and Protection Act
YEA
Facebook, Microsoft, Intel, IBM, Oracle, Symantec, Verizon, AT&T , Verizon, Boeing, American Bankers Association, American Chemistry Council, …
NAY
600,000 online petitions, Electronic Frontier Foundation, Hacker group Anonymous, White House National Security Council, …
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Twitter censorship
January 26
Twitter is giving itself the right to withhold content in specific countries, while keeping that content available for the rest of the world.
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2. Rules Of A New World
Why It Matters To You1. With Acts like SOPA, social platforms like
YouTube and Facebook would possibly have to be shut down, putting us back to web 1.0.
2. You too would be responsible for everything users say on your website, with infringements resulting in a shutdown of your website and legal prosecution.
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3. Your Brand In Social Media
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Twitter | ‘enhanced profiles’ aka ‘brand pages’
December 8, 2011
Twitter will slowly roll out enhanced profile pages to a wider audience of brands in the coming months.
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Facebook | Open Graph for Apps
January 19
After a limited roll-out, Facebook now allows any developer to create Open Graph apps, announcing 60 new Open Graph application partners in the process
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Facebook | Open Graph for Apps
January 19
After a limited roll-out, Facebook now allows any developer to create Open Graph apps, announcing 60 new Open Graph application partners in the process
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Facebook | Open Graph for Apps
January 19
You can find a detailed tutorial on how to create this app on https://developers.facebook.com/docs/opengraph/tutorial/
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Facebook | Open Graph for Apps
January 19
New apps have to go through an approval process. Apps must be simple, genuine and non-abusive. https://developers.facebook.com/docs/opengraph/opengraph-approval/
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Facebook | Timeline for Pages
February 27
The cover photo measures 851x315 pixels and must not include price or purchase info, contact info, CTA’s or references to Facebook features such as Like or Share.
PRICE INFO CONTACT CTA’sLIKE / SHARE
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Facebook | Timeline for Pages
February 27
Brands will have to think about adding back-content to the timeline, such as milestones in the brands’ history.
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Facebook | Timeline for Pages
February 27
People can now privately message a brand, and a brand can respond privately. A brand can not start a private conversation!
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Facebook | Timeline for Pages
February 27
Mashable conducted an eye-tracking study on the old and new Facebook Page layouts
Cover photos are the new Facebook Wall (100% attention vs. 65%-92% on profile photos)
Viewers see Timeline content last (after ads, navigation buttons and brand logos)
Ads on Timeline pages are less visible (30%-40% vs. 80%)
Information that was invisible is now a focal point: likes, events and apps
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Introducing brand pages for Google+
November 8, 2011
Recently, Google+ reached the 100 million active members mark.The goal is to reach 400 million active members by the end of the year.
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Introducing brand pages for Google+
November 8, 2011
The biggest differences between Google+ Pages and Facebook Pages today are Facebook applications, insights and advertising versus Google+ Hangouts and segmentation
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4. New Kid On The Block
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The what | Your virtual pinboard
4. New Kid On The Block
Pinterest is a visually attractive social bookmarking and discovery service for pictures.
My favorite images
Collecting Organizing Sharing
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The what | Your virtual pinboard
4. New Kid On The Block
Collecting
Pinterest is a visually attractive social bookmarking and discovering service for pictures.
Pinterest in 90 seconds
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4. New Kid On The Block
The what | Pinterest lingo
PIN: An image added to PinterestFrom a site or uploadedMust include caption
BOARD:Categorize all your pinsYou can have several boards of your interest
REPIN:Once something is pinned, it can be repined by other Pinterst users
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The why | Audience
4. New Kid On The Block
72%
Ages are nearly evenly spread between 25 and 54 (source Google’s Doubleclick Ad Planner)
March 2012
28%March 2012
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4. New Kid On The Block
The why | Engagement
14.2 MINUTES: Average time spent on Pinterest per visit
2.3 BILLION:Pinterest page views in March 2012
4 MILLION:Daily unique visits to Pinterest
14.2 2.3 4
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The why | Virality
4. New Kid On The Block
80%
This is evidence of the impressive level of virality at work in the Pinterest community. Pinterest is truly an ecosystem of sharing. (source RJMetrics)
Re-pins
20%New pins
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The why | Driving traffic
4. New Kid On The Block
Pinterest is driving more traffic than Google+, YouTube and LinkedIn combined (source Shareaholic 2012)
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The why | Generating revenue
4. New Kid On The Block
Pinterest is not only driving traffic, but also revenue!(source: Venturebeat, 2012 & Pricegrabber (US), 2012)
Pinterest is responsible for 17% of all Social Media driven revenue.
And this is projected to rise up to 40%.“
21% of users on Pinterest have purchased an item they found on the site.“
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4. New Kid On The Block
The how | Tips & tricks
ContributorsAdd contributors
to your Board
LikesPins you wouldn’t want to dedicate a
whole Board to
Mentions & Hashtags
Similar to Twitter
Sell PinsAdd a "$" to add a price banner
Categorize Place your Boards into one of the 32
categories
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The how | Be pinnable
4. New Kid On The Block
Be sure your site has quality images worthy of pinning
It’s all about visual
content
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The how | Promote more than products
4. New Kid On The Block
Try to think outside the box and pin images that capture a lifestyle and /or the essence of the brand
The idea behind the
brand makes sense on Pinterest
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The how | Engage and intersect
4. New Kid On The Block
Ask fans to pin pictures of themselves with the specific product/brand and tag, so you can easily repin those photos onto a special board.
Use it likea focus group
and gain insight to clientele
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The how | Host a contest
4. New Kid On The Block
Increase the amount of followers
A simple question + hashtags +
likes
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The how | Host a contest
4. New Kid On The Block
Fly BMI Pinterest Lottery: Repin up to 6 numbered destination pics. Each week, a number generator selects one of the destination images. Repinners are entered in a drawing.
A simple question + hashtags +
likes
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The how | Host a contest
4. New Kid On The Block
Peugeot Panama ran a jigsaw puzzle contest whereby entrants had to find missing pins and create their own boards for them.
A simple question + hashtags +
likes
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The how | Integrate
4. New Kid On The Block
Besides of the online ‘pin to Pinterest’ buttons, companies like Digimark also provide ways of integrating Pinterest into offline print campaigns.
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The how | The best-of-class
4. How to market
29.284 followersIts pinboards are related to food recycling, green livings, holidays, cool kitchens and food art
Selling natural and
organic foods
85.778 followersIts pinboards are related to gift ideas, weddings stuff, DIY projects, holiday decorating,…
The world’s handmade
marketplace
59.339 followersInspiring ideas for home, gardening, food, holidays, and living well.
The fourth best selling magazine in
the US
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Belgian brands on Pinterest
4. How to market
At this moment not very active, no followers, no contentBut then again: things are moving fast for Pinterest…
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5. Industry Changes
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Death of the check-in?
5. Industry Changes
Facebook places no more Exit Gowalla
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Death of the check-in?
5. Industry Changes
Source: Forrester Research, December 2011
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LinkedIn acquires Slideshare
May 3
LinkedIn + Slideshare = “Managing your professional identity and insights, everywhere”
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Facebook acquires Instagram
May 3
Facebook users already upload an average of more than 250 million images daily, making it the most popular photo-sharing service on the Web.
it’s the largest mobile social network, growing at +2 mill. users per month
it’s the most successful mobile-first platform
mobile isn’t Facebook’s strong suit
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3½ months earlier…
January 19
Despite having invented the digital camera, Eastman-Kodak filed for bankrupcy on January 19, 2012.
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Thank you for listening.Now let’s talk.
Geert De LaetTechnology evangelist
gdelaet@luon.comTwitter: @geertdelaet
http://www.luon.com