WassUp Recap - June 2012 - session 1

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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


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+.

click next for video

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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?


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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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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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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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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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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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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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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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


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


Collecting

Pinterest is a visually attractive social bookmarking and discovering service for pictures.

Pinterest in 90 seconds


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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


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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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


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


Pinterest is driving more traffic than Google+, YouTube and LinkedIn combined (source Shareaholic 2012)

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The why | Generating revenue


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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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


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


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


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


Increase the amount of followers

A simple question + hashtags +

likes

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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.


likes

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Peugeot Panama ran a jigsaw puzzle contest whereby entrants had to find missing pins and create their own boards for them.


likes

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The how | Integrate


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

[email protected]: @geertdelaet

http://www.luon.com

http://www.luon.com/

WassUp Recap - June 2012 - session 1

Technology

Transcript of WassUp Recap - June 2012 - session 1