GEERT DE LAET – TECHNOLOGY EVANGELIST
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GEERT DE LAET – TECHNOLOGY EVANGELIST
Previously on…
But times changed.
Battles were lost,
Wars were won...
Once upon a time…
Social, Search and Mobile
Were different worlds.
Online and offline
Different universes...
And soon everything collided.
Into a new marketing reality.
A giant playfield of
Opportunities.
The End.
And Beginning.
PART 1 | PERFORMANCE
1. Out of Reach?
© greeple
92,4% OF FLEMISHPEOPLE HAVE ACCESS TO
THE INTERNET
5,8 MILLIONBELGIANS ARE ON
1 MILLIONBELGIANS ACTIVE ON
57,3% OF FLEMISH
PEOPLE HAVE ASMARTPHONE
2,5 MILLIONBELGIANS ARE ON
SO WHAT IS THE
PROBLEM?
We’re sowing on borrowed lands 1. Out of Reach?
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
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.
“
We’re sowing on borrowed lands 1. Out of Reach?
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
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.
“
New Facebook ranking factor:
Updates about Friends commenting on or liking a post are reduced in
prominence
We’re sowing on borrowed lands 1. Out of Reach?
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
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.
“
New Facebook ranking factor:
Updates about Friends commenting on or liking a post are reduced in
prominenceNew Facebook ranking factor:
Friends content is prioritised over brand content
We’re sowing on borrowed lands 1. Out of Reach?
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
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.
“
New Facebook ranking factor:
Updates about Friends commenting on or liking a post are reduced in
prominenceNew Facebook ranking factor:
Friends content is prioritised over brand contentNew Facebook ranking factor:
“See First” lists managed by users
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.
“
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 maximi-
zing your organic reach on
Twitter.
< 2%reach per Tweet
0.035%engagement per Tweet
“
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%.
We’re sowing on borrowed lands
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.
1. Out of Reach?
0,00%
0,50%
1,00%
1,50%
2,00%
2,50%
3,00%
Follower Growth Engagement
2. Ad(d)ing It Up
Ads, ads, ads
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.
2. Ad(d)ing It Up
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.
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.
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.
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.
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.
Ads, ads, ads 2. Ad(d)ing It Up
2.251CLICKS
REACH
95.418PEOPLE
IMPRESSIONS
155.722
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.
Ready. Fire. Aim ? 2. Ad(d)ing It Up
AD RELEVANCE SCORE
DYNAMIC PRODUCT ADS
BETTER METRICS
(CPC, VCPM)
Ready. Fire. Aim ? 2. Ad(d)ing It Up
AD RELEVANCE SCORE
DYNAMIC PRODUCT ADS
BETTER METRICS
(CPC, VCPM)
Ready. Fire. Aim ? 2. Ad(d)ing It Up
AD RELEVANCE SCORE
DYNAMIC PRODUCT ADS
BETTER METRICS
(CPC, VCPM)
Ready. Fire. Aim ? 2. Ad(d)ing It Up
AD RELEVANCE SCORE
DYNAMIC PRODUCT ADS
BETTER METRICS
(CPC, VCPM)
EVENT TARGETING
AUDIENCE INSIGHTS
TARGETING ON APPS INSTALLED
Ready. Fire. Aim ? 2. Ad(d)ing It Up
AD RELEVANCE SCORE
DYNAMIC PRODUCT ADS
BETTER METRICS
(CPC, VCPM)
EVENT TARGETING
REGIO TARGETING
AUDIENCE INSIGHTS
TARGETING ON APPS INSTALLED
MORE PRECISE
TARGETING
Ready. Fire. Aim ? 2. Ad(d)ing It Up
AD RELEVANCE SCORE
DYNAMIC PRODUCT ADS
BETTER METRICS
(CPC, VCPM)
EVENT TARGETING
REGIO TARGETING
AUDIENCE INSIGHTS
TARGETING ON APPS INSTALLEDCUSTOMER MATCH
CPM TO VCPM
MORE PRECISE
TARGETING
“We don’t want your stupid ads!”
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.
2. Ad(d)ing It Up
“We don’t want your stupid ads!” 2. Ad(d)ing It Up
IMPROVE AD
QUALITY &
QUANTITY
CAREFUL
TARGETING
SHIFT TO
NATIVE ADS
FIND OTHER
REVENU
STREAMS
BUILD
MOBILE
APPS
CHECK
ANALYTICS
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.
“People-based marketing”
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 people-
based 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
2. Ad(d)ing It Up
“
Facebook’s “people-based marketing”
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 people-
based 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
2. Ad(d)ing It Up
“
3. On How To Be Found
We’re sowing on borrowed lands 3. On How To Be Found
Each year, Google changes its
search algorithm around 500–
600 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.
#MOBILEGEDDON21 APRIL, 2015
The Mobilegeddon aftermath
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.
3. On How To Be Found
in non mobile-friendly
URLs on the first 3 pages
of search results.
21%Mobilegeddon
didn’t affect
NAVIGATIONALor
BRAND
QUERIES
fear of Mobilegeddon
BOOSTEDmobile-friendly sites by
4,7%
70% difference in
desktop vs. mobile
ranking results
What to do?
Short term, we must make our
websites mobile friendly.
Longer term, we have to bridge
the gap between ‘mobile-
friendly’ and ‘mobile
optimized’, and start thinking
about SEO as being ‘Searcher
Experience Optimization’,
focused on the end-user.
3. On How To Be Found
go to https://developers.google.com/webmasters/mobile-sites/
What to do?
Short term, we must make our
websites mobile friendly.
Longer term, we have to bridge
the gap between ‘mobile-
friendly’ and ‘mobile
optimized’, and start thinking
about SEO as being ‘Searcher
Experience Optimization’,
focused on the end-user.
3. On How To Be Found
10 mm
no Flash
page speed
mobile keywords local searchresponsive
structured data no popups
…
Searcher Experience Optimization
Beyond the mobile webpage: App discoverability
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.
3. On How To Be Found
Beyond the mobile webpage: App discoverability
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.
3. On How To Be Found
Now On Tap
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.
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 deep-
linking method.
3. On How To Be Found
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.
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 deep-
linking method.
3. On How To Be Found
Activation Rate +13%conversion
Retention Rate x 2daily active
users
Long-Term Engagement+1.21
days
active
3. Closing The Deal
The battle of the Buy Buttons
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.
3. Closing The Deal
Increase ad conversion rates on mobile
Allies for retailers against Amazon
Remove friction between browsing and buying
The battle of the Buy Buttons
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.
3. Closing The Deal
PURCHASES
MAY 18 JUNE 2
JUNE 2
JUNE 10
SEPTEMBER 16
SEPTEMBER 29
YOUTUBE
SHOPPING ADS
The battle of the Buy Buttons
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.
3. Closing The Deal
The battle of the Buy Buttons
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.
3. Closing The Deal
The battle of the Buy Buttons
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.
3. Closing The Deal
The battle of the Buy Buttons
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.
3. Closing The Deal
The battle of the Buy Buttons
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.
3. Closing The Deal
Meanwhile at Amazon…
Et la Belgique, monsieur? 3. Closing The Deal
OF THE BELGIAN INTERNET POPULATION
BUYS ONLINE
75%
FASTEST GROWINGE-COMMERCE COUNTRY
#1
FACEBOOK AND INSTAGRAM SHOW THE
BIGGEST IMPACTON THE BUYING DECISION
7%3%
B E L G I A N S A R E R A T H E R
CONSERVATIVEIN REGARD TO BUYING ON
MOBILE DEVICES
4. Home Sweet Home
Chewie, we’re home.
Remember? 4. Home Sweet Home
Branded communities
With organic reach on social
media diminishing, there’s a
renewed interest in branded
communities and adding social
relationship tools to your own
website.
4. Home Sweet Home
Stop making Facebook the
center of your relationship
marketing efforts
- N. Elliott, Forrester
“
Branded communities
With organic reach on social
media diminishing, there’s a
renewed interest in branded
communities and adding social
relationship tools to your own
website.
4. Home Sweet Home
Stop making Facebook the
center of your relationship
marketing efforts
- N. Elliott, Forrester
“
Branded communities
With organic reach on social
media diminishing, there’s a
renewed interest in branded
communities and adding social
relationship tools to your own
website.
4. Home Sweet Home
4.5 million+pageviews
3.3 millionpieces of
social content
75.000fans
3 to 1sales rate com-
pared to Xbox
Stop making Facebook the
center of your relationship
marketing efforts
- N. Elliott, Forrester
“
The resurrection of the e-mail
Despite all other channels
available, e-mail remains one of
the most efficient and rewar-
ding ways to reach consumers
across demographics.
As long as it’s personalized
and optimized for mobile.
4. Home Sweet Home
If you have to choose
between adding a sub-
scriber to your email list or
gaining a new Facebook
fan, go for email every
time.
- N. Elliott, Forrester
“Night Time
(1-3am)
Early
Morning
(4-6am)
Morning
(7-9m)Late
Morning
(10am-
12noon)
Early
Afternoon
(1-3pm)
Afternoon
(4-6pm)
Early
Evening
(7-9pm)
Late
Evening
(10-12pm)
% of Emails viewed on Mobile % of Emails viewed on Desktop % of Emails viewed on Tablet
Source: marketingland / movable ink
2015 VIEWING PATTERN
The resurrection of the e-mail
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 email’s role.
4. Home Sweet Home
5. TL;DL
Too Long; Didn’t Listen
Tweetable take-aways 5. TL;DL
If you have to choose between adding a subscriber to your
email list or a new Facebook fan, go for email every time.
#LUONWassUp
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
SEE YOU AFTER THE BREAK
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