Social Media Changes - Dec 2012

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.)


Overview

LinkedInFacebookGoogle PlusTwitterInstagramPinterest


LinkedIn Company Pages

Nice new look, but is itmore than that?


LinkedIn ProfilesDesign ElementsProducts and ServicesRecommendationsInsightsActions

FUN FACT: Approximately 2 new professionals join LI per second.


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


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


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


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


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


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


Facebook

Are your postsreally reachingyour audience?


Facebook’sEdgerankAlgorithm

ReachEngagementWhat it means for youWhat actions to takePromoted Posts

FUN FACT: Al Pacino’s face was originally part of the Facebook Homepage.


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


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.”


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


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

http://edgerankchecker.com/blog/wp-content/uploads/2012/11/ERC_PhotoDominance_09.png


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


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.


Google Plus


Google Plus: Reporting

Instant reporting and quicker response

PostsHang-Outs

FUN FACT: HP, Apple, Google, and Microsoft were all started in garages.


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


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


Twitter


Twitter: Profile/Layout

FUN FACT: Because of universal hatred of Animated Gifs, they are no longer supported on profiles.


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


Pinterest and Instagram


Hidden PagesPinterest Business Pages

Clickable website URLsWebsite widgetsConvert

business.pinterest.com

Instagram Profile PagesActs as a landing pageDynamic billboardURL sharingPrivacy Concerns

Twitter Wars…


The endFin

Die endeFine

Ze hasofEl fin

Date post:	11-May-2015
Category:	Technology
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Social Media Changes - Dec 2012

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