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Read about recent changes in Social Media
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www.astekweb.com © 2012 Astek Consulting LLC
By John Armstrong, Sr. Community Manager – AstekDecember 11th, 2012
Social Media Metamorphosis
How Your Favorite Platforms are Changing
(and what to do about it.)
www.astekweb.com © 2012 Astek Consulting LLC
Overview
LinkedInFacebookGoogle PlusTwitterInstagramPinterest
www.astekweb.com © 2012 Astek Consulting LLC
LinkedIn Company Pages
Nice new look, but is itmore than that?
www.astekweb.com © 2012 Astek Consulting LLC
LinkedIn ProfilesDesign ElementsProducts and ServicesRecommendationsInsightsActions
FUN FACT: Approximately 2 new professionals join LI per second.
www.astekweb.com © 2012 Astek Consulting LLC
LinkedIn Profile: More Engaging
Graphic headers offer better presence, stronger branding
FUN FACT: 2 million companies have LI profiles.
CTA Buttons and Links
Recommendations
Product Videos
Product Photos
www.astekweb.com © 2012 Astek Consulting LLC
LinkedIn Profile: More Engaging
FUN FACT: 6 out of 10 professionals go to LI for networking.
Less Clutter Follow ButtonBetter Layout
Navigation bar Links are obvious Clearly tagged info in posts
Mobile FriendlyLike/Share/Geo-target status updates
www.astekweb.com © 2012 Astek Consulting LLC
LinkedIn Profile: Product Promotion
FUN FACT: Lunchtime is primetime for overall LI engagement.
Better separation/categorization More details
Photos Videos Recommendations Description Website Link Company Contacts
Acts as micro-sitesUseful for promotions
www.astekweb.com © 2012 Astek Consulting LLC
LinkedIn Profile: Recommendations
FUN FACT: Mobile LI usage peaks after dinner.
Much more visible throughout site For better or worse!
For individual product tabsShows up in follower news feedsFor the company at largePeer review is very important
www.astekweb.com © 2012 Astek Consulting LLC
LinkedIn Profile: Insights
FUN FACT: Execs use LI mostly for business promotion, Managers for keeping in touch, Newbies for networking.
Better understanding of followers
Demographics Location Career Status Field of work
Page/Post Analytics Page Stats Post Stats Visitor’s Stats Weekly Comparison
www.astekweb.com © 2012 Astek Consulting LLC
LinkedIn Profile: Actions
FUN FACT: The average age of a LI user is 44.
Images - Design Use creative, interesting
images 100% population across site Videos, videos, videos
Engagement Offer status posts with
images/videos Use Insights to target, create
relevance Create interesting
copy/personalize Use all opportunities to inform
and describe, but be concise
Recommendations Leave no product un-recommended Ask clients for them Ask employees for them Freely give recommendations to
others Use them on your website
www.astekweb.com © 2012 Astek Consulting LLC
Are your postsreally reachingyour audience?
www.astekweb.com © 2012 Astek Consulting LLC
Facebook’sEdgerankAlgorithm
ReachEngagementWhat it means for youWhat actions to takePromoted Posts
FUN FACT: Al Pacino’s face was originally part of the Facebook Homepage.
www.astekweb.com © 2012 Astek Consulting LLC
Facebook: Falling ReachSeptember – the autumn of discontent
Many companies see a reduction in reachUp to 40% in some cases (see below)
Facebook Monetization - 80/20News feed saturation demands action
Via TechCrunch.com – 11/16/12 – based on 41,000+ posts
“These changes are geared towards increasing engagement with content within individuals’ newsfeeds and likely won’t impact anything you need to create, but will definitely impact your metrics. We are optimizing the algorithm so that fans see what’s most relevant for them and most likely to compel them to take an action.”
– Facebook, 9/18/2012
www.astekweb.com © 2012 Astek Consulting LLC
Facebook: Press Conference Notes(Notes from Will
Cathcart, FB Product Manager – 11/19/12)
Newsfeed Algorithm CriteriaPrior Relevance (Affinity)
Previous interaction implies relevance
Follower post preference (Affinity)Previous reaction to post types (text, video, etc) garner relevance
Crowdsourcing (Weight)Amount of people’s reaction (positive or negative) to posts increase/decrease reach
Time Decay Time passed since posting
Spam reports
“we started penalizing things that had an above average rate of complaints, and rewarding things that had a below average rate of complaints …engagement went up and complaints went down in the double-digit percentage.”
www.astekweb.com © 2012 Astek Consulting LLC
Facebook: Engagement
Engagement steady (below), rising (right)
Less reach and more engagement suggests increase in relevance
Rewards brands who are relevant“Separates the wheat from the chaff”
Punishes brands who are not
Via TechCrunch.com – 11/16/12 – based on 41,000+ posts
www.astekweb.com © 2012 Astek Consulting LLC
Facebook: Ineffective ContentSpam reports greatly affect potential reachPhotos tend to attract more spam, as well as more engagement
They take more space on a newsfeed, thus garner a stronger reaction either way (affinity)
All of this suggests accurate rumors of a Pagerank score to track negative feedback
www.astekweb.com © 2012 Astek Consulting LLC
Facebook: Promoted Posts
Promoted posts are a way to guarantee significant reach for a price
Price: usually $5-12 (but can be $50+)
Posts have a sharp 3-day “reach curve”
Useful for advancer promotions or other non-date specific purposeEffective for announcements and “PR Material”
Should be a consideration in any FB strategy
www.astekweb.com © 2012 Astek Consulting LLC
Facebook: What this means (The
opinion of one community manager)
Facebook creating more efficient FeedPenalizing poor online brandsRewarding good onesAllowing extended reach at a price
Companies will pay to reach their less interested followersPoor marketers will pay to reach anyone at all
Examples show text-only posts offer 50% more reachReach or Engagement? Quality should win over Quantity
FUN FACT: There is an app to see what is on the Facebook Café menu.
www.astekweb.com © 2012 Astek Consulting LLC
Google Plus
www.astekweb.com © 2012 Astek Consulting LLC
Google Plus: Reporting
Instant reporting and quicker response
PostsHang-Outs
FUN FACT: HP, Apple, Google, and Microsoft were all started in garages.
www.astekweb.com © 2012 Astek Consulting LLC
Google Plus: Peer Influence
.
Search Plus Your WorldMore weight on followers’ choicesShows friend/organization profilesRelevant posts from people you follow
Crowdsourcing reviewsSharable reviews from G-ShoppingGoogle places recommendations
Zagat Scores
www.astekweb.com © 2012 Astek Consulting LLC
Google Plus: Misc
FUN FACT: The Gmail Logo was designed the night before its launch.
Sharable Gdocs and videosNew CommunitiesHang-Outs
Now 15 people per hangoutDockable sidebarClean, colorful notificationsManageable appsBlocking procedures
YouTube / Google+ username linking
www.astekweb.com © 2012 Astek Consulting LLC
www.astekweb.com © 2012 Astek Consulting LLC
Twitter: Profile/Layout
FUN FACT: Because of universal hatred of Animated Gifs, they are no longer supported on profiles.
www.astekweb.com © 2012 Astek Consulting LLC
Twitter: Discover Tab and Search
Discover Tab Tailored media “Cards” ---> Returns relevant stories Suggests engaging posts Tweets from people you know
Search Returns photos/videos Much like Instagram
www.astekweb.com © 2012 Astek Consulting LLC
Pinterest and Instagram
www.astekweb.com © 2012 Astek Consulting LLC
Hidden PagesPinterest Business Pages
Clickable website URLsWebsite widgetsConvert
business.pinterest.com
Instagram Profile PagesActs as a landing pageDynamic billboardURL sharingPrivacy Concerns
Twitter Wars…
www.astekweb.com © 2012 Astek Consulting LLC
The endFin
Die endeFine
Ze hasofEl fin