Is it good or bad that we optimise our web presence? Do the algorithms of Facebook, Google and essentially all other popular social networks work in our favour or do they work against us as a developing species?
Jesper Astrom, our Social Lab speaker goes through how the algorithms of the major platforms work (it’s sexier than it sounds!), how you can use this knowledge for your business and what you have to be aware of as we move into the next era of digital communications.
5. ACTUALLY NOT ONLY GOOGLE. BUT
MOST GREAT PLATFORMS ARE DOING
THEIR BEST TO PLEASE YOU AND LET
THEIR ALGORITHMS DO THE JOB OF
UNDERSTANDING WHAT YOU LIKE.
29. TEA PARTY TEST
• I selected 100 of my friends who are in the Tea party movement in
the USA
• I have asked them to:
• Search for “Global warming”!
• Make a screen print of the first page and send it back
38. SELLING BEYOND THE ALREADY BLESSED
1. Self optimising ad systems work the same way as Google,
Facebook & Twitter!
2. The fragmented web means we need to find ways to get our
messages carried between nodes and clusters of users!
3. Mass marketing will be increasingly difficult as it will only show up to
the clusters of people who's preferences it meets —> customers
who already want your stuff
39. GETTING NON-ALGORITHMIC
1. You need to start thinking of spaces where your information is not
being curated by like-loving-algorithms!
2. Such as the AFK environment!
3. Such as print marketing!
4. Such as outdoor & events
40. YOU NEED TO HAVE AN OPINION
1. Google, Facebook & Twitter will show users stuff based on who they
are, what they believe - what they like!
2. IF you can target people based on beliefs, you can target the
messaging of your content to fit the visitor it will appeal to!
3. This, naturally means that you have to have an opinion and a firm
belief —> in order to meet them