LUON WassUp Recap - June 2012 1. The Social Landscape

1. WassUp Recap
June 2012
Geert De Laet | Technology Evangelist
Twitter: @geertdelaet | hashtag #luonwassup
1 | The Social Landscape
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2. 1. Search Goes Social
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3. 1. Search Goes Social
From links to likes: a brief history
2008 April 2010
First search engines Facebook like button
2004 – 2005 ranking according to October 2009
one‟s social graph on
„social search‟ emerges. social networks. Google „Social Search‟
Links are „positive votes‟ feature launches based
by the webmaster Rumours of Google on Google Profile and
community adding Digg-like scoring Twitter data.
„04 „05 „06 „07 „08 „09 „10 „11
2007 ‘Lazyweb’ End 2011
Google personalizes Used to describe the act Bing renews deal with
search results based upon of out-sourcing your Twitter, Google doesn‟t.
search data questions to your
friends on Social Media
Microsoft buys 1,3% of Google launches Google+
Facebook shares Ex.: Aardvark IM buddy
3

4. January 10
Google, Plus your world
click next for video
“Google, Plus your world” adds personal results to your search result page. These personal
results are however very biased towards Google+.
4

5. January 10
Google, Plus your world
“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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6. February 28
Bing Linked Pages
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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7. February 28
Bing Linked Pages
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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8. May 10
Bing Sidebar
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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9. 1. Search Goes Social
A Facebook search engine?
Would you use a Facebook search engine over your preferred search engine?
9% 5%
27%
12% Maybe, but only if it was better than Google or Bing
No
Probably not
22% Probably
26%
Don't know
Definitely
Source: Greenlight Digital, Search & Social Survey, 2012
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
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10. May 2012
A Facebook search engine?
Search is becoming increasingly more visually oriented. Facebook could use its huge
image library as a new source for searching.
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11. 1. Search Goes Social
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12. 2. Rules Of A New World
12

13. January 18
SOPA/PIPA
SOPA = Stop Online Piracy Act
PIPA = Protect IP Act = Preventing Real Online Threats to Economic Creativity and Theft
of Intellectual Property Act
13

14. January
SOPA/PIPA
click next for video
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15. January
SOPA/PIPA
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.
SOPA = Stop Online Piracy Act
PIPA = Protect IP Act = Preventing Real Online Threats to Economic Creativity and Theft
of Intellectual Property Act
15

16. January 26
ACTA
ACTA = Anti-Counterfeiting Trade Agreement
16

17. January 26
ACTA
click next for video
ACTA was signed by the EU and 22 of its members (incl. Belgium) on January 26
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18. April 9
CISPA
“CYBER THREAT”
YEA
Efforts to degrade, disrupt or destroy
government or private systems and Facebook, Microsoft, Intel, IBM, Oracle, Sy
networks mantec, Verizon, AT&T , Verizon, Boeing,
American Bankers Association, American
OR Chemistry Council, …
Theft or misappropriation of private or
government information, intellectual NAY
property, or personally identifiable
information
600,000 online petitions, Electronic
Frontier Foundation, Hacker group
Anonymous, White House National
Security Council, …
CISPA = Cyber Intelligence Sharing and Protection Act
18

19. January 26
Twitter censorship
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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20. 2. Rules Of A New World
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21. 3. Your Brand In Social Media
21

22. December 8, 2011
Twitter | „enhanced profiles‟ aka „brand pages‟
Twitter will slowly roll out enhanced profile pages to a wider audience of brands in the
coming months.
22

23. January 19
Facebook | Open Graph for Apps
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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24. January 19
Facebook | Open Graph for Apps
click next for video
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
24

25. January 19
Facebook | Open Graph for Apps
You can find a detailed tutorial on how to create this app on
https://developers.facebook.com/docs/opengraph/tutorial/
25

26. January 19
Facebook | Open Graph for Apps
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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27. February 27
Facebook | Timeline for Pages
PRICE INFO CONTACT CTA’s LIKE / SHARE
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.
27

28. February 27
Facebook | Timeline for Pages
Brands will have to think about adding back-content to the timeline, such as milestones in
the brands‟ history.
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29. February 27
Facebook | Timeline for Pages
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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30. February 27
Facebook | Timeline for Pages
Ads on Timeline pages are less visible (30%-40% vs. 80%)
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)
Information that was invisible is now a focal point: likes, events and apps
Mashable conducted an eye-tracking study on the old and new Facebook Page layouts
30

31. November 8, 2011
Introducing brand pages for Google+
Recently, Google+ reached the 100 million active members mark.
The goal is to reach 400 million active members by the end of the year.
31

32. November 8, 2011
Introducing brand pages for Google+
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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33. 4. New Kid On The Block
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34. 4. New Kid On The Block
The what | Your virtual pinboard
My favorite images
Pinterest is a visually attractive social bookmarking and discovery service for pictures.
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35. 4. New Kid On The Block
The what | Your virtual pinboard
click next for video
Collecting
Pinterest in 90 seconds
Pinterest is a visually attractive social bookmarking and discovering service for pictures.
35

36. 4. New Kid On The Block
The what | Pinterest lingo
PIN: BOARD: REPIN:
An image added to Pinterest Categorize all your pins Once something is pinned,
From a site or uploaded You can have several boards it can be repined by other
Must include caption of your interest Pinterst users
36

37. 4. New Kid On The Block
The why | Audience
March 2012
72%
March 2012
28%
Ages are nearly evenly spread between 25 and 54 (source Google‟s Doubleclick Ad
Planner)
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38. 4. New Kid On The Block
The why | Engagement
14.2 2.3 4
14.2 MINUTES: 2.3 BILLION: 4 MILLION:
Average time spent on Pinterest page views in Daily unique visits to
Pinterest per visit March 2012 Pinterest
38

39. 4. New Kid On The Block
The why | Virality
80%
Re-pins
20%
New pins
This is evidence of the impressive level of virality at work in the Pinterest
community. Pinterest is truly an ecosystem of sharing. (source RJMetrics)
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40. 4. New Kid On The Block
The why | Driving traffic
Pinterest is driving more traffic than Google+, YouTube and LinkedIn combined
(source Shareaholic 2012)
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41. 4. New Kid On The Block
The why | Generating revenue
“ Pinterest is responsible for
Media driven revenue.
17% of all Social
And this is projected to rise up to 40%.
“
21% of users on Pinterest have purchased an
item they found on the site.
Pinterest is not only driving traffic, but also revenue!
(source: Venturebeat, 2012 & Pricegrabber (US), 2012)
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42. 4. New Kid On The Block
The how | Tips & tricks
Likes
Contributors Mentions &
Pins you wouldn‟t
Add contributors to Hashtags
want to dedicate a
your Board Similar to Twitter
whole Board to
Categorize
Sell Pins Place your Boards
Add a "$" to add into one of the 32
a price banner categories
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43. 4. New Kid On The Block
The how | Be pinnable
It’s all about
visual content
Be sure your site has quality images worthy of pinning
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44. 4. New Kid On The Block
The how | Promote more than products
The idea
behind the
brand makes
sense on
Pinterest
Try to think outside the box and pin images that capture a lifestyle and /or the essence of
the brand
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45. 4. New Kid On The Block
The how | Engage and intersect
Use it like
a focus group
and gain
insight to
clientele
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.
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46. 4. New Kid On The Block
The how | Host a contest
A simple
question +
hashtags +
likes
Increase the amount of followers
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47. 4. New Kid On The Block
The how | Host a contest
A simple
question +
hashtags +
likes
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.
47

48. 4. New Kid On The Block
The how | Host a contest
A simple
question +
hashtags +
likes
Peugeot Panama ran a jigsaw puzzle contest whereby entrants had to find missing pins
and create their own boards for them.
48

49. 4. New Kid On The Block
The how | Integrate
Besides of the online „pin to Pinterest‟ buttons, companies like Digimark also provide
ways of integrating Pinterest into offline print campaigns.
49

50. 4. How to market
The how | The best-of-class
Selling The fourth
natural and The world’s
handmade best selling
organic foods magazine in
marketplace
the US
29.284 followers 85.778 followers 59.339 followers
Its pinboards are related to Its pinboards are related to Inspiring ideas for
food recycling, green gift ideas, weddings home, gardening, food, holi
livings, holidays, cool stuff, DIY projects, holiday days, and living well.
kitchens and food art decorating,…
50

51. 4. How to market
Belgian brands on Pinterest
At this moment not very active, no followers, no content
But then again: things are moving fast for Pinterest…
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52. 5. Industry Changes
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53. 5. Industry Changes
Death of the check-in?
Facebook places no more Exit Gowalla
53

54. 5. Industry Changes
Death of the check-in?
Source: Forrester Research, December 2011
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55. May 3
LinkedIn acquires Slideshare
LinkedIn + Slideshare = “Managing your professional identity and insights, everywhere”
55

56. May 3
Facebook acquires Instagram
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
Facebook users already upload an average of more than 250 million images daily, making it the most
popular photo-sharing service on the Web.
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57. January 19
3½ months earlier…
Despite having invented the digital camera, Eastman-Kodak filed for bankrupcy on January 19, 2012.
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58. Thank you for listening.
Now let’s talk.
Geert De Laet
Technology evangelist
gdelaet@luon.com
Twitter: @geertdelaet
http://www.luon.com
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