We’re excited to roll out our first ever State of Paid Social! In this report, we’ll work through which platforms are performing the best, which features are worth investing in, and where to spend your budget.
Read more at PPCHero.com
Reddit is continuing its march towards becoming a social network after it added location tagging to its mobile app. The service is famously known as “the front page of the internet,” but this year it has rolled out features that make it much more like Twitter or Facebook. Back in March, Reddit introduced user profile pages and the option to follow others, so location tagging… Read More
Social – TechCrunch
Mark Zuckerberg’s Harvard commencement speech centered around how we can improve life through big projects, equal opportunity and building both local and global community. He outlined a plan “to create a world where every single person has a sense of purpose.” Read More
Social – TechCrunch
A patent granted to Google this week tells us about social media influencer scores developed at Google that sound very much like the scores at Klout. In the references section of the patent, Klout is referred to a couple of times as well, with a link to the Wikipedia Page about Klout, and the Klout FAQ page. We aren’t given a name for these influencer scores in Google’s patent, but it does talk about topic-based influencer scores and advertisers.
Many patents are published that might give the inventors behind those patents a right to the technology described in them, but often the decision to move ahead with the processes described in those patents might be based upon business-based matters, such as whether or not there might be value is pursuing the patent. When I read this patent, I was reminded of an earlier patent from Google from a couple of years ago that described an advertising model that used social media influencers and their interests called Adheat. That patent was AdHeat Advertisement Model for Social Network. A whitepaper that gives us a little more indepth information about that process was AdHeat: An Influence-based Diffusion Model for Propagating Hints to Match Ads. One of the authors/inventors, Edward Chang left Google after the paper came out to join HTC as their Vice President of Research and Innovation.
This new patent was originally filed on May 29, 2012. Edward Chang left Google for HTC in July, 2012. I don’t know if those events are related, but the idea of using social media influencers in advertising is an interesting one. The patent doesn’t pinpoint specific social media platforms that would be used the way that Klout does. Interestingly, Klout does use Google+ as one of the social media networks that they use to generate Klout Scores.
I like seeing what Google patents say about things on the Web. Their introduction to social media and to influencer scores was interesting:
Social media is pervasive in today’s society. Friends keep in contact throughout the day on social networks. Fans can follow their favorite celebrities and interact on blogs, micro-blogs, and the like. Such media are referred to as “social media,” which can be considered media primarily, but not exclusively, for social interaction, and which can use highly accessible and scalable communication techniques. Brands and products mentioned on such sites can reflect customers’ interests and feedback.
Some technologies have been developed to analyze social media. For example, some systems allow users to discover their “influence scores” on various social media. An influence score is a metric to measure a user’s impact in social media.
The patent tells us about the role of the process it defines:
…one aspect of the subject matter described in this specification can be embodied in methods that include the actions of identifying a user in a community; determining an influence score to be associated with the user in the community for a particular topic including determining a reach of one or more communications that relate to the particular topic that have been distributed from the user in the community; evaluating the reach as compared to one or more other users in the community for the particular topic; and storing the influence score in association with the user.
This new patent tells us about
- Identifying a user in a community;
- Determining an influence score to be associated with the user in the community for a particular topic,
- Determining a reach of communications that relate to the particular topic distributed from the user to other users in the community, and
- Evaluating that reach and comparing it to the reach of communications from other users in the community for the particular topic; and
- storing the influence score in association with the user.
The patent also tells us that the following are advantages to be gained from the use of the process described in the patent:
(1) The subject matter can be used to attribute viral growth to certain individuals or selected group.
(2) Such attribution can be used for targeted advertising to the selected group or even to the individuals or other individuals that are influenced by the individual or group.
The patent is:
Determining influence in a social community
Inventors: Emily K. Moxley, Vinod Anupam, Hobart Sze, Dani Suleman, Khanh B. Nguyen
Assignee: Google Inc.
US Patent 9,632,972
Granted: April 25, 2017
Filed: May 29, 2012
Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for determining influence in a social community. In one aspect, a method includes identifying a user in a community; determining an influence score to be associated with the user in the community for a particular topic, including: determining a reach of one or more communications that relate to the particular topic that have been distributed from the user to other users in the community, and evaluating the reach as compared to the reach of one or more communications distributed from other users in the community for the particular topic; and storing the influence score in association with the user.
The patent is worth reading in full, and it contains some interesting insights including some hints regarding whether Google might engage in this type of social media advertising (see the screenshot from the patent that starts this post, showing influencers and topic scores for them, which is described in a little more detail in the patent.
I also liked this quote from the patent, and wanted to make sure that I shared it, because it raises a good point:
Every community has individuals who influence that community. From a prominent economist’s advice on economics to a celebrity buying the latest designer bag, thousands of people pay attention to what influential individuals are doing within their field. However, less attention is paid when an influential individual opines on a topic outside their field. For example, the thousands of individuals that pay attention to the economists on economics would be unlikely to pay attention to the economist’s latest jacket purchase.
These social media influencer scores do seem very similar to what Klout is doing. Would Google venture into such territory?
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62 Percent of Small Business Owners Say Facebook Ads Don’t Work. Results of this study were released by Small Business Trends earlier this year. Inc.com followed up on this study begging the question… Is it user error. This alarming stat was recently presented in an industry update training and prompted a dive into how businesses, both big and […]
Read more at PPCHero.com
The German cabinet has backed proposals to hit social media firms with fines of up to €50 million if they fail to promptly remove illegal hate speech from their platforms — within 24 hours after a complaint has been made for “obviously criminal content”, and within seven days for other illegal content. Read More
Social – TechCrunch
The first half of Thursday’s Senate Select Intelligence Committee’s hearing on Russian disinformation campaigns wasn’t quite as fun as watching James Comey squirm his way around classified intel in the House, but it did provide some valuable context on Russian cyber methods and social media campaigns. Read More
Social – TechCrunch
The digital environment is rapidly shifting. There are over a billion websites online, and customers have countless brands to choose from when seeking solutions to their needs.
Consumer behavior has rapidly matured with the growth of the online world. Customers access the internet through a variety of different platforms and channels. Two thirds of shoppers report using more than one channel when deciding to make a purchase.
At the same time, customers have also begun to abandon a traditional buyer’s journey. They now interact with brands through a series of high-intent touch points across multiple devices. Customers now guide the relationship, and brands need to be there to serve them.
Search engines responded to this shift by evolving the query algorithm to better understand intent and mold their search engine results pages (SERPs) and provide fast, convenient answers for users.
To succeed in this modern digital ecosystem, brands must do the same. They must understand how to develop content that accurately reaches the target audience based upon concrete goals.
Not only is understanding cross-channel trends within marketing key to reaching customers, but it’s also a key ingredient for brands to achieve greater ROI. Nearly 3/4 of marketers employing cross-channel methods report that these interactions result in ‘major’ impacts to the number of site conversions.
More than half also say that cross-channel marketing helps them improve their retention, and increases the likelihood of customers becoming brand advocates. Customers who arrive at your brand through cross-channel research also carry a 30 percent higher lifetime value. So organizations that go through the extra effort to create the cross-channel atmosphere will see value from their decisions.
Opportunities at the intersection of channels
For the modern marketer, the opportunity for brand success lies at the intersection between search, social, content, mobile and local. SEO is the core driver as it helps ensure material is easy to find online.
Social is then your megaphone. It broadcasts a message across the various ‘watercoolers’ of the online world, helping to engage customers in a personal way, while also drawing attention to content. These two work together to build visibility and traffic.
Next, combine efforts from these two channels with content, mobile and local strategies. Effective campaigns in these three areas grasp the devices customers use and their intent behind searches. Creating material that fills these needs builds engagement and drives relationships and conversions.
The key is creating content ready to serve customers across various devices and platforms. Brands need to meet customers where they are in order to provide them information; but without data, this is impossible. Data can let brands know what their customers search for and what they want to see when they make these queries.
It will also inform them of the success of their efforts and where adjustments can be made.
Our research at BrightEdge shows that organic remains the largest driver of traffic, with 51 percent of the people arriving on a site coming from SERPs. When using SEO as a multi-channel asset that can attract visitors across different touch points, it’s easy to understand how these different types of marketing intersect to spur growth.
Making a success of the intersection of search, content, social, mobile and local
Step 1. Analyze your current website
As companies adapt to a mobile-first world, they must create web experiences that are responsive and driven by rich experiences. However, without understanding or adhering to SEO best practices, content creators can inadvertently cause technical errors, duplicate content, or orphan pages.
These issues severely impact organic search performance resulting in decreased traffic, conversions, and revenue.
To best understand how the intersection between these various elements will work for your brand, you need to look at your site currently and gauge how leads arrive. Ensure that you break down traffic, including by device, to better understand the motivations of your existing customers.
This will provide insight into where to focus more of your efforts and safeguard your content and website.
Step 2. Perform keyword research
Looking at statistics behind applicable keywords will reveal traffic rates and competition levels, helping you better understand the terms and topics that most interest your prospects.
You also want to monitor trends as part of this research. Trends will reveal rising topics of interest, allowing you to create and promote content of interest before all of your competitors, establishing your authority and ranking.
Step 3. Look at the user intent behind keywords
Marketing today is about understanding the micro-moments that dominate user activity. Customers reach for their devices when they experience a particular type of need they want fulfilled. The better you understand the intent of these customers – whether they want to go, do, buy, or know something – the better you will be able to tailor your content to meet these needs.
Search engines have been tailored to predict the intent of customers, which explains why some searches have features such as local 3-packs, featured images or videos and Quick Answers. Understanding the intent behind searches allows marketers to create content messages and formats that will most likely appeal to customers.
Step 4. Make sure all content is mobile friendly
Customers today are on mobile for a large part of their digital experience. More searches today take place on mobile. Compared to desktop, mobile devices now account for 65 percent of all digital time spent. All content produced should serve the needs of customers on these devices through responsive web design, fast mobile load times, page navigation and layouts that reflect the needs of mobile users.
Remember that mobile also strongly overlaps with the need for local optimization. Over fifty percent of on-the-go searches have local intent. Local mobile search can be a powerful step in the conversion process. In fact, 80 percent of these searches result in offline purchases.
This means that as brands optimize for mobile, they should also pay close attention to the local and “I want to go” intent for particular keywords. Optimizing for hyperlocal search can be critical for attracting these customers.
Step 5. Optimize all content through SEO best practices
Remember, SEO is the driver of this explosive intersection between channels. As you create content for different user intents and devices, you must optimize it. This means more than just including keywords. You should also pay attention to meta descriptions, title tags, image alt tags, layout and how the content fits in with the rest of the website.
Familiarize your content creators with basic SEO practices and ensure they work closely with the SEO team to create material that will rank as highly as possible from the moment of publication.
Step 6. Broadcast content through social media
As you create optimized content for different channels, ensure your content and web teams partner with the social media team to develop a promotional strategy. Followers on your social media platforms have already revealed some degree of interest in your brand. A strong posting strategy will enhance this relationship and encourage more to enter the sales funnel.
As you publish content, promote it on the social media sites where the target audience most likely resides. For example, highly visual content developed for young adults in their late teens and early twenties might best promoted through platforms like Instagram and Snapchat. The better you understand your audiences, the more highly targeted your content strategy will become to generate returns.
Such promotion will broadcast your content, encourage sharing and increase visibility before it even ranks highly on SERPs. As an added bonus, promotion can also drive traffic and attention to your site, increasing the odds of others linking to your page from their own websites.
This can then help boost your reputation and authority in the Google algorithm, potentially increasing your position on SERPs. As you rise in rankings, your content will naturally attract a wider audience, showing how the different pieces of this strategy work together.
Although the dangers of siloed marketing have been apparent for several years now, the potential implications of relying on these outdated strategies cannot be more apparent than they are today. The customer does not live on one channel or one platform, and brands must meet these needs with a consistent voice.
Understanding how these elements intersect can help brands create an effective strategy. Follow this six stage process and see how using content, SEO, search, social, mobile, and local can spell success for your organization in 2017.
If you’re trying to build the Instagram for exercise, it helps to have the guy building Instagram for Instagram. That’s why Strava has added Instagram head of product Kevin Weil to its board of directors. Formerly VP of Product for Twitter, Weil has proven his skills through a rapid set of launches at Instagram including its surprisingly successful Snapchat Stories clone. Now Weil… Read More
Social – TechCrunch
Super Bowl LI may have made history as the first Big Game to go into overtime, but that may not have translated into record ratings, or, as it turns out, record social media engagement, either. According to Facebook, 64 million people posted 240 million interactions its social network last night, an increase over last year’s 60 million users and 200 million posts during what was, then,… Read More
Social – TechCrunch