GEERT DE LAET TECHNOLOGY EVANGELIST

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1 GEERT DE LAET TECHNOLOGY EVANGELIST

2 Previously on

3 Once upon a time Social, Search and Mobile Were different worlds. Online and offline Different universes... But times changed. Battles were lost, Wars were won...

4 And soon everything collided. Into a new marketing reality. A giant playfield of Opportunities. The End. And Beginning.

5

6

7 PART 1 PERFORMANCE

8 1. Out of Reach? greeple

9 92,4% OF FLEMISH PEOPLE HAVE ACCESS TO THE INTERNET

10 5,8 MILLION BELGIANS ARE ON FACEBOOK

11 1 MILLION BELGIANS ACTIVE ON TWITTER

12 57,3% OF FLEMISH PEOPLE HAVE A SMARTPHONE

13 2,5 MILLION BELGIANS ARE ON LINKEDIN

14 SO WHAT IS THE PROBLEM?

15 We re sowing on borrowed lands 1. Out of Reach? Beginning in January 2015, people will see less of this type of [promotional organic] content in their News Feeds. As we ve said before, News Feed is already a competitive place as more people and Pages are posting content, competition to appear in News Feed has increased. All of this means that Pages that post promotional creative should expect their organic distribution to fall significantly over time. - Facebook New Facebook ranking factor: Overly promotional page posts 1. Posts that solely push people to buy a product or install an app 2. Posts that push people to enter promotions and sweepstakes with no real context 3. Posts that reuse the exact same content from ads

16 We re sowing on borrowed lands 1. Out of Reach? Beginning in January 2015, people will see less of this type of [promotional organic] content in their News Feeds. As we ve said before, News Feed is already a competitive place as more people and Pages are posting content, competition to appear in News Feed has increased. All of this means that Pages that post promotional creative should expect their organic distribution to fall significantly over time. - Facebook 1. Posts that solely push people to buy a product or install an app 2. Posts that push people to enter promotions and sweepstakes with no real context 3. Posts that reuse the exact same content from ads New New Facebook ranking ranking factor: factor: Overly Updates promotional about Friends page commenting posts on or liking a post are reduced in prominence

17 We re sowing on borrowed lands 1. Out of Reach? Beginning in January 2015, people will see less of this type of [promotional organic] content in their News Feeds. As we ve said before, News Feed is already a competitive place as more people and Pages are posting content, competition to appear in News Feed has increased. All of this means that Pages that post promotional creative should expect their organic distribution to fall significantly over time. - Facebook 1. Posts that solely push people to buy a product or install an app 2. Posts that push people to enter promotions and sweepstakes with no real context 3. Posts that reuse the exact same content from ads New New Facebook ranking ranking factor: factor: Overly Updates promotional about Friends page commenting posts on or liking a post are reduced in New prominence Facebook ranking factor: Friends content is prioritised over brand content

18 We re sowing on borrowed lands 1. Out of Reach? Beginning in January 2015, people will see less of this type of [promotional organic] content in their News Feeds. As we ve said before, News Feed is already a competitive place as more people and Pages are posting content, competition to appear in News Feed has increased. All of this means that Pages that post promotional creative should expect their organic distribution to fall significantly over time. - Facebook 1. Posts that solely push people to buy a product or install an app 2. Posts that push people to enter promotions and sweepstakes with no real context 3. Posts that reuse the exact same content from ads New New Facebook ranking ranking factor: factor: Overly Updates promotional about Friends page commenting posts on or liking a post are reduced in New prominence Facebook ranking factor: Friends New Facebook content is ranking prioritised factor: over brand content See First lists managed by users

19 We re sowing on borrowed lands 1. Out of Reach? Like TV, search, newspapers, radio and virtually every other marketing platform, Facebook is far more effective when businesses use paid media to help meet their goals. Your business won t always appear on the first page of a search result unless you re paying to be part of that space. Similarly, paid media on Facebook allows businesses to reach broader audiences more predictably, and with much greater accuracy than organic content. - Facebook

20 We re sowing on borrowed lands 1. Out of Reach? We saw that brands that tweet two to three times per day can typically reach an audience size that s equal to 30% of their follower base during a given week. This indicates that Tweet consistency is a key factor when it comes to maximizing your organic reach on Twitter. - Twitter < 2% reach per Tweet 0.035% engagement per Tweet

21 We re sowing on borrowed lands 1. Out of Reach? In May, Google announced to (re-)integrate Tweets into its search results on mobile. In August, the deal was extended to desktop. This may give Tweets additional reach above the 2%.

22 We re sowing on borrowed lands 1. Out of Reach? Instagram in September announced 400 million active users. More than 75% of these live outside the US. With this milestone, it surpasses Twitter at 316 million monthly active users. However, both organic follower growth and engagement are declining. 3,00% 2,50% 2,00% 1,50% 1,00% 0,50% 0,00% Follower Growth Engagement

23 2. Ad(d)ing It Up

24 Ads, ads, ads 2. Ad(d)ing It Up For most of us, the only viable solution left on social is to create a mixture of organic and paid posts. This goes certainly for Facebook, Twitter and Youtube, but also Pinterest, Instagram and others are joining quickly. On the upside, all platforms launched more tools to better target your audiences.

25 Ads, ads, ads 2. Ad(d)ing It Up For most of us, the only viable solution left on social is to create a mixture of organic and paid posts. This goes certainly for Facebook, Twitter and Youtube, but also Pinterest, Instagram and others are joining quickly. On the upside, all platforms launched more tools to better target your audiences.

26 Ads, ads, ads 2. Ad(d)ing It Up For most of us, the only viable solution left on social is to create a mixture of organic and paid posts. This goes certainly for Facebook, Twitter and Youtube, but also Pinterest, Instagram and others are joining quickly. On the upside, all platforms launched more tools to better target your audiences.

27 Ads, ads, ads 2. Ad(d)ing It Up For most of us, the only viable solution left on social is to create a mixture of organic and paid posts. This goes certainly for Facebook, Twitter and Youtube, but also Pinterest, Instagram and others are joining quickly. On the upside, all platforms launched more tools to better target your audiences.

28 Ads, ads, ads 2. Ad(d)ing It Up For most of us, the only viable solution left on social is to create a mixture of organic and paid posts. This goes certainly for Facebook, Twitter and Youtube, but also Pinterest, Instagram and others are joining quickly. On the upside, all platforms launched more tools to better target your audiences.

29 Ads, ads, ads 2. Ad(d)ing It Up For most of us, the only viable solution left on social is to create a mixture of organic and paid posts. This goes certainly for Facebook, Twitter and Youtube, but also Pinterest, Instagram and others are joining quickly. On the upside, all platforms launched more tools to better target your audiences.

30 Ads, ads, ads 2. Ad(d)ing It Up For most of us, the only viable solution left on social is to create a mixture of organic and paid posts. This goes certainly for Facebook, Twitter and Youtube, but also Pinterest, Instagram and others are joining quickly. REACH PEOPLE IMPRESSIONS CLICKS On the upside, all platforms launched more tools to better target your audiences.

31 Ready. Fire. Aim? 2. Ad(d)ing It Up AD RELEVANCE SCORE DYNAMIC PRODUCT ADS BETTER METRICS (CPC, VCPM)

32 Ready. Fire. Aim? 2. Ad(d)ing It Up AD RELEVANCE SCORE DYNAMIC PRODUCT ADS BETTER METRICS (CPC, VCPM)

33 Ready. Fire. Aim? 2. Ad(d)ing It Up AD RELEVANCE SCORE DYNAMIC PRODUCT ADS BETTER METRICS (CPC, VCPM)

34 Ready. Fire. Aim? 2. Ad(d)ing It Up AD RELEVANCE SCORE DYNAMIC PRODUCT ADS BETTER METRICS (CPC, VCPM) AUDIENCE INSIGHTS TARGETING ON APPS INSTALLED EVENT TARGETING

35 Ready. Fire. Aim? 2. Ad(d)ing It Up AD RELEVANCE SCORE DYNAMIC PRODUCT ADS BETTER METRICS (CPC, VCPM) MORE PRECISE TARGETING REGIO TARGETING TARGETING ON APPS INSTALLED AUDIENCE INSIGHTS EVENT TARGETING

36 Ready. Fire. Aim? 2. Ad(d)ing It Up AD RELEVANCE SCORE DYNAMIC PRODUCT ADS BETTER METRICS (CPC, VCPM) MORE PRECISE TARGETING REGIO TARGETING TARGETING ON APPS INSTALLED AUDIENCE INSIGHTS CUSTOMER MATCH CPM TO VCPM EVENT TARGETING

37 We don t want your stupid ads! 2. Ad(d)ing It Up More and more consumers are installing ad-blockers on their devices. Although there are alterior motives for Apple to allow this on its devices, it s also a sign for marketers to improve the mobile experience, increase relevance and search for less intrusive ways of advertising. Content blocking has for marketers an additional consequence in that scripts like Google Analytics get blocked as well.

38 We don t want your stupid ads! 2. Ad(d)ing It Up More and more consumers are installing ad-blockers on their devices. Although there are alterior motives for Apple to allow this on its devices, it s also a sign for marketers to improve the mobile experience, increase relevance and search for less intrusive ways of advertising. IMPROVE AD QUALITY & QUANTITY CAREFUL TARGETING SHIFT TO NATIVE ADS FIND OTHER REVENU STREAMS BUILD MOBILE APPS CHECK GOOGLE ANALYTICS Content blocking has for marketers an additional consequence in that scripts like Google Analytics get blocked as well.

39 People-based marketing 2. Ad(d)ing It Up Digital will soon rival TV for total spend, but not before significant improvements are made to the ways marketers reach audiences on mobile. The value of an effective campaign built on peoplebased insights is obvious. Highly targeted, relevant ad content means stronger conversion and return on investment for advertisers, as well as a better overall experience for consumers. - Facebook / Atlas

40 Facebook s people-based marketing 2. Ad(d)ing It Up Digital will soon rival TV for total spend, but not before significant improvements are made to the ways marketers reach audiences on mobile. The value of an effective campaign built on peoplebased insights is obvious. Highly targeted, relevant ad content means stronger conversion and return on investment for advertisers, as well as a better overall experience for consumers. - Facebook / Atlas

41 3. On How To Be Found

42 We re sowing on borrowed lands 3. On How To Be Found Each year, Google changes its search algorithm around times. While most of these changes are minor, Google occasionally rolls out a "major" algorithmic update (such as Google Panda and Google Penguin) that affects search results in significant ways.

43 #MOBILEGEDDON 21 APRIL, 2015

44 The Mobilegeddon aftermath 3. On How To Be Found In the end, the impact of Mobilegeddon was not as strong as expected. However, it prooved clearly that mobile also for Google- is the future. 21% in non mobile-friendly URLs on the first 3 pages of search results. Mobilegeddon didn t affect NAVIGATIONAL or BRAND QUERIES fear of Mobilegeddon BOOSTED mobile-friendly sites by 4,7% 70% difference in desktop vs. mobile ranking results

45 What to do? 3. On How To Be Found Short term, we must make our websites mobile friendly. Longer term, we have to bridge the gap between mobilefriendly and mobile optimized, and start thinking about SEO as being Searcher Experience Optimization, focused on the end-user. go to

46 What to do? 3. On How To Be Found Short term, we must make our websites mobile friendly. Longer term, we have to bridge the gap between mobilefriendly and mobile optimized, and start thinking about SEO as being Searcher Experience Optimization, focused on the end-user. responsive mobile keywords local search no Flash 10 mm page speed structured data no popups Searcher Experience Optimization

47 Beyond the mobile webpage: App discoverability 3. On How To Be Found For a long time, deep app content has been locked in app code, largely un-indexed and inaccessible to search engine crawlers. The only content that crawlers could get was app titles and descriptions from the various app stores, and from company websites. But now app content can be indexed and found through organic search just like traditional web pages, encouraging new users to download the app to engage with the content.

48 Beyond the mobile webpage: App discoverability 3. On How To Be Found For a long time, deep app content has been locked in app code, largely un-indexed and inaccessible to search engine crawlers. The only content that crawlers could get was app titles and descriptions from the various app stores, and from company websites. But now app content can be indexed and found through organic search just like traditional web pages, encouraging new users to download the app to engage with the content. Now On Tap

49 Contextual deep linking 3. On How To Be Found Deep linking is not new. However, adoption was slow because deep links only really worked if a user already had the app. Recently, a new type of deep linking has appeared. Contextual deep-linking technology offers deep links that can pass data to an app through install, in addition to supporting the legacy deeplinking method.

50 Contextual deep linking Deep linking is not new. However, adoption was slow because deep links only really worked if a user already had the app. Activation Rate +13% conversion 3. On How To Be Found Retention Rate x 2 daily active users Recently, a new type of deep linking has appeared. Contextual deep-linking technology offers deep links that can pass data to an app through install, in addition to supporting the legacy deeplinking method. Long-Term Engagement days active

51

52 3. Closing The Deal

53 The battle of the Buy Buttons 3. Closing The Deal What started end 2014 with a series of small tests by Facebook and Twitter, in 2015 escalated into a true battle for the buy button. Increase ad conversion rates on mobile Remove friction between browsing and buying The main players: Amazon, Twitter, Facebook, Google, Instagram and Pinterest. Allies for retailers against Amazon

54 The battle of the Buy Buttons 3. Closing The Deal What started end 2014 with a series of small tests by Facebook and Twitter, in 2015 escalated into a true battle for the buy button. The main players: Amazon, Twitter, Facebook, Google, Instagram and Pinterest. MAY 18 JUNE 2 JUNE 2 JUNE 10 SEPTEMBER 16 SEPTEMBER 29 GOOGLE PURCHASES INSTAGRAM PINTEREST FACEBOOK TWITTER YOUTUBE SHOPPING ADS

55 The battle of the Buy Buttons 3. Closing The Deal What started end 2014 with a series of small tests by Facebook and Twitter, in 2015 escalated into a true battle for the buy button. The main players: Amazon, Twitter, Facebook, Google, Instagram and Pinterest.

56 The battle of the Buy Buttons 3. Closing The Deal What started end 2014 with a series of small tests by Facebook and Twitter, in 2015 escalated into a true battle for the buy button. The main players: Amazon, Twitter, Facebook, Google, Instagram and Pinterest.

57 The battle of the Buy Buttons 3. Closing The Deal What started end 2014 with a series of small tests by Facebook and Twitter, in 2015 escalated into a true battle for the buy button. The main players: Amazon, Twitter, Facebook, Google, Instagram and Pinterest.

58 The battle of the Buy Buttons 3. Closing The Deal What started end 2014 with a series of small tests by Facebook and Twitter, in 2015 escalated into a true battle for the buy button. The main players: Amazon, Twitter, Facebook, Google, Instagram and Pinterest.

59 The battle of the Buy Buttons 3. Closing The Deal What started end 2014 with a series of small tests by Facebook and Twitter, in 2015 escalated into a true battle for the buy button. The main players: Amazon, Twitter, Facebook, Google, Instagram and Pinterest.

60 Meanwhile at Amazon

61 Et la Belgique, monsieur? 75% FACEBOOK AND INSTAGRAM SHOW THE BIGGEST IMPACT ON THE BUYING DECISION 3. Closing The Deal OF THE BELGIAN INTERNET POPULATION BUYS ONLINE #1 FASTEST GROWING E-COMMERCE COUNTRY 7% 3% B E L G I A N S A R E R A T H E R CONSERVATIVE I N REGARD TO BUYING ON MOBILE DEVICES

62 4. Home Sweet Home Chewie, we re home.

63 Remember? 4. Home Sweet Home

64 Branded communities 4. Home Sweet Home With organic reach on social media diminishing, there s a renewed interest in branded communities and adding social relationship tools to your own website. Stop making Facebook the center of your relationship marketing efforts - N. Elliott, Forrester

65 Branded communities 4. Home Sweet Home With organic reach on social media diminishing, there s a renewed interest in branded communities and adding social relationship tools to your own website. Stop making Facebook the center of your relationship marketing efforts - N. Elliott, Forrester

66 Branded communities 4. Home Sweet Home With organic reach on social media diminishing, there s a renewed interest in branded communities and adding social relationship tools to your own website. Stop making Facebook the center of your relationship marketing efforts - N. Elliott, Forrester 4.5 million+ pageviews 3.3 million pieces of social content fans 3 to 1 sales rate compared to Xbox

67 The resurrection of the 4. Home Sweet Home Despite all other channels available, remains one of the most efficient and rewarding ways to reach consumers across demographics. As long as it s personalized and optimized for mobile VIEWING PATTERN If you have to choose between adding a subscriber to your list or gaining a new Facebook fan, go for every time. - N. Elliott, Forrester Night Time (1-3am) Early Morning (4-6am) Morning (7-9m) Late Morning (10am- 12noon) Early Afternoon Afternoon (4-6pm) (1-3pm) Early Evening (7-9pm) Late Evening (10-12pm) % of s viewed on Mobile % of s viewed on Desktop % of s viewed on Tablet Source: marketingland / movable ink

68 The resurrection of the 4. Home Sweet Home For Millennials, who view brand authenticity, transparency and personalization as basic requirements for capturing their attention, social media isn t where they want to conduct ongoing one-to-ones with brands. That s s role.

69 5. TL;DL Too Long; Didn t Listen

70 Tweetable take-aways 5. TL;DL Investing in social media is sowing on borrowed lands. #organic2paid #LUONWassUp With the new tools offered by advertising platforms, the days of Ready. Fire. Aim. are over. #LUONWassUp Maybe it s time to redefine SEO as Searcher Experience Optimization #LUONWassUp Social is getting full circle with buy now buttons. #LUONWassUp If you have to choose between adding a subscriber to your list or a new Facebook fan, go for every time. #LUONWassUp

71 SEE YOU AFTER THE BREAK