Web trends monthly lecture by Miriam Schwab, February 27, 2012

Web Trends for Marketing
Professionals
Feb. 27, 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 now
SMX!
• Serves on Steering Board of Digital Eve
Israel, one of Israel’s largest communities of
professional women.


http://apps.facebook.com/avia
ryeditor/


Facebook’s Ad Revenues Will
Pass $5 Billion This Year


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


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.

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


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.


Jan. 2012: 181 m U.S. users watched nearly
40 billion videos, 22.6 hrs of online video


YouTube adds features

Promote your Google+ profile
on your YouTube channel


YouTube adds features
• Post videos, playlists to channel feed
• More annotation options – a new
type, color palette, new
timeline, annotation styles


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.”

Google: concert rich snippets

When you search for a
band, local concert
listings will be
displayed


Rich snippets testing tool
bookmarklet


Clean up your serps with Bing


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


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


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.”


Twitter, American Express Bring
Self-Serve Ads


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


Pinterest updates
• Site owners can opt-out of Pinterest
with code added to header: <meta
name=”pinterest” content=”nopin” />


Pinterest updates
• Pin captions now limited to 500
characters


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


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.


Google Analytics on Mobile
• Track clicks on phone numbers and
maps
• Add tracking parameters to phone
number links, then track Events in GA


NEWS & TIPS


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


Export all your Google Docs Files
with One Click


QRHacker: Pimp Your QR Code


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

THANKS!


Web trends monthly lecture by Miriam Schwab, February 27, 2012

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Web trends monthly lecture by Miriam Schwab, February 27, 2012