Posts tagged Most
Google’s new privacy policy: possibly the most transparent SEO perspective – domain-B
Feb 9th
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Google's new privacy policy: possibly the most transparent SEO perspective
domain-B From an SEO perspective there's nothing new here, although it may well be the most transparent Google has ever been about utilising CTR (click through rate) data in their natural search algorithm. This is something that we at Greenlight have suspected … |
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The Sponge & The Trailblazer: Making the Most of Your First Job in Search
Feb 7th
About two months ago I wrote my first article for Search Engine Journal about getting your first job in SEO. Well now the dust has settled and I feel it is important to share what I have learned thus far during my young career in search marketing. This article will be broken down in halves [...]
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Google Still #1 Traffic Source For Most Of Top 30 Websites — Report
Feb 7th
This may surprise no one: Google is the leading source of traffic for 23 of the top 30 websites. That’s according to Citi analyst Mark Mahaney in a document released yesterday to clients. Based on underlying comScore data, the report analyzes visits to the top five websites in several…
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Most Brands Failed To Connect Super Bowl Ads To Social Media
Feb 6th
Forget what all those ad executives tweeting on #brandbowl and #whartonfoa told you last night: There were 87 commercials during last night’s Super Bowl, but very few of them failed to meaningfully connect their message to their social media platforms.
The ad execs praised the use of Twitter hashtags, even going as far as saying the hashtag was to 2012 what the URL was to 2000, one year after Victoria’s Secret became the first ever firm to use a Super Bowl ad to connect viewers to its online media. But posting a hashtag in a commercial and getting viewers to take some sort of action that increases brand affinity are two different things, according to an anlysis released Monday by Resource Interactive.
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Coca-Cola, for example, aggressively encouraged people to watch the game withs its fame polar bears on Facebook and Twitter in the days and weeks leading up to the Super Bowl. But come game time, none of the soft drink makers three television spots included a URL or mention of the social media end of the campaign.
“Consumers don’t think in channels (traditional, digital, mobile, social). Coca-Cola failed to make its multi-channel experience simple and seamless,” said Lora Schaeffer, Resource Interactive director of social media.
Altimeter was surprised that many brands didn’t include some call to action in their commercials. According to the firm’s day-after analysis, 32% had no references to Websites or social media sites, And only Best Buy had an “Act Now” promotion, offering people who visited its Web site $50 off a mobile phone purchased in 2012.
“Viewers visiting the BestBuy.com site were immediately presented with the opportunity to sign up for the offer and the brand created a sense of urgency by limiting the offer only to those who sign up by Feb. 12,” said Jessica Ried, Resource Interactive director of commerce strategy. “Acknowledging that not everyone is eligible to buy a new phone at this very moment, the offer includes an opt-in notification for new phone eligibility which was a smart move by Best Buy. Many brands with shorter purchase cycles failed to provide any meaningful reason to act.”
Other big winners in terms of connecting a television commercial to an online presence were car makers Chevy and Chrysler, although the two firms took decidedly different approaches. Chevy heavily promoted an app before and during the game, and added a contest that included 20 brand new Chevys as prizes to entice viewers to download a mobile app.
“Chevy kept their brand relevant and quite literally at the fingertips of consumers throughout game,” Schaeffer said.
Online observers may have missed Chrysler’s connection to social media, as its somber, Halftime In America advertisement featuring Clint Eastwood had no social or online branding. But after the game, Chrysler was able to continue the conversation about the campaign on Twitter on #halftimeinamerica, according to Resource Interactive.
“Without tricks or hooks, the brand built upon the energy of last year’s spot, and quickly leveraged Twitter to continue the heat-felt campaign,” Resource Interactive said.
Only six ads used hashtags in lieu of a Website or social media site, but those ads were notable because they did not ask viewers to like them on Facebook or follow them on Twitter. Instead, they asked for viewer interaction.
“This sea change in tactics is an indicator of how brands want to extend the experience beyond the expensive 30 second Ad to an ongoing permanent discussion,” Altimeter’s Jeremiah Owyang said in a blog post about the firm’s analysis of Super Bowl ads.
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Analytics From “Most Social Super Bowl” Reveals Chat Wasn’t About Football
Feb 6th
Although predictions last week raised expectations about the role that social media would play in reshaping what has historically been one of the most engaging non-holiday events in the U.S. every year, the first analysis of yesterday’s public social network data by advertising analysis firm Networked Insights makes a compelling revelation: Almost three-fourths of the chat taking place among Twitter and Facebook users Sunday night had nothing to do with the game itself.
In fact, according to Networked Insights’ data, the Super Bowl topic that trended in third place was “Brady,” but when you break that topic down, you realize it may actually have been more about Mrs. Tom Brady – supermodel Gisele Bundchen, who appeared on camera perhaps once during the game, whom Tweeters evidently referred to as “Mrs. Brady” or perhaps “Lady Brady” – than about the New England Patriots quarterback.
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Though it may not be entirely surprising that commercials constitute the bulk of online chatter during the event, it’s astonishing to see that TV commercials make up some 42% of all Super Bowl-related online chatter. Although New York Giants running back Ahmad Bradshaw scored what Super Bowl history may record as the most awkward game winning touchdown – slowly being seated on the goal line after trying to stop himself short at the 1-yard line – his maneuver only elicited a minor wave compared with Mrs. Brady.
A spokesperson for Networked Insights told RWW this afternoon that part of the reason for the lopsided topic mix may have to do partly with the game. It was a low-scoring game with only one interception, whose outcome was only sealed when the clock reached zero. It may have been such a nail-biter, in other words, that true football fans may have been biting their nails rather than tapping their keys.
“It’s not surprising to see viewers’ commentary of Super Bowl advertisements surpass those of the game itself,” Dan Neely, NI’s CEO, tells RWW this afternoon. “Brands can partly attribute this social lift as a by-product of a low-scoring game that allowed viewers to discuss the commercials.”
A word about the volume of tweets: Naturally, NI’s tracking included tweets that included the hashtag #superbowl. NI estimates tweets to that hashtag alone to have numbered around 1.6 million, though it will have updated, hardened data later in the week. That’s as many tweets as are normally archived in a single day, the NI spokesperson tells us.
As an analysis firm for advertisers, NI itself was concerned more with the commercials than the football. Gaining the most overall viewer response among celebrity endorsers was the tattooed, underwear-wearing veteran of what “far’ners” call football, David Beckham. His shorts reached out to 39% of folks talking about just the Super Bowl commercials (as opposed to the game), according to NI’s figures. This is what NI means by “share of value.” Sentiment among chatting consumers was 23% more positive than negative, suggesting the H&M undies went over well. Coming in second was Clint Eastwood, whose two-minute ad that may have been for Chrysler but may really have been for the city of Detroit, had 21% “share of value,” while 9% of the discussion was more positive than negative.
Though NI gives Chrysler kudos for choosing Eastwood, it notes that the resulting chatter was three times more about him than about Chrysler.
By comparison, as much as 28% of folks chatting about Super Bowl topics during halftime were discussing Madonna’s halftime show. Their discussion constituted 32% of Super Bowl-related social traffic by volume. Sentiment for Madonna was generally negative (-21%), with tweets about her staying relatively short, with a particularly negative peak towards the end where the lights converged to reveal the message, “WORLD PEACE.” By contrast, sentiment for her on-stage co-star MIA – whose little birdie expressed exactly the opposite sentiment – ran generally positive at +6%, commanding 3% of the discussion. The star of the halftime show ended up being Nicki Minaj, whom perhaps more viewers recognized than Clint Eastwood. Minaj commanded a 7% share of value, with 26% of it more positive than negative.
Breaking down just the Madonna comments, MI found that as much as 2% of this subgroup were making comments about her age (53). This group was split down the middle as to whether she looked great for her age, with the negative group making snarky comments about such things as her “veiny” arms. Sentiment turned positive when she began singing “Like a Prayer,” which was originally released in 1989, though it tipped downward to -11% after she began her latest single, “Give Me All Your Luvin.’” (NI does not appear to have data regarding consumer sentiment about its spelling.)
“The takeaway for networks, producers, and sports leagues is the need to create multiple engagement points around content that is in sync with the interests of a target audience,” states NI’s Dan Neely. “Going forward, the winners will be the programs that leverage social technology to drive participation.”
What the Twitterers of the world may have missed Sunday night was the terrific sense of community and shared excitement. Just the NFL Experience – the week-long slate of activities in downtown Indianapolis among football fans who love the game and who keep their phones mostly in their pockets except to take pictures – pulled in some 265,000 people over a nine-day period, according to the latest estimates.
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The Most Social Super Bowl Breaks Records, Offers Advertisers Lessons
Feb 6th
Twitter did not crash and the Super Bowl became the most tweeted sporting event in history, averaging more than 10,000 tweets per second.
That wasn’t all that surprising: continued growth of the social network, not to mention tablet and smartphone technology that make it easier to tweet while watching television, means that record will probably be broken several times between now and next year’s Super Bowl.
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What was surprising, however, is how many of the tweets had nothing to do with the game: we have only anecdotal evidence so far, but many of the most popular tweets dealt with commercials. This year also marked the year of the hash tag; where as last year’s Super Bowl ads urged consumers to “Follow us on Twitter and Facebook,” this year’s ads simply listed a hashtag like #GameDayPolarBears (Coca-Cola) and #thatsalotofpizza (Pizza Hut).
Industry trade journal AdAge essentially live-tweeted the game on its Twitter account, making comments and adding insight into each commercial. USA Today partnered with Facebook to create an admeter that allowed fans to rate and immediately share their favorite ads with friends.
The game did prove that some brands still have something to learn about using social media as a marketing tool. Toyota undercut an otherwise brilliant, dog-centric advertising campaign by effectively spamming any user that used a game-related hash tag, such as #Giants and #Patriots. With multiple verified accounts centered around the @CamryEffect tag line, almost every user who posted on a game-related hash tag got an offer to enter a contest to win a Camry.
For the record, commercials did not dominate the most tweeted parts of the broadcast. The most tweeted moment of the night, according to Twitter, was the end, when a Tom Brady Hail Mary pass failed to find a receiver and 12,233 people tweeted in a single second. The second most tweeted moment came during Madonna’s halftime show, which averaged more than 8,000 tweets per second and had a high of 10,245 tweets in a single second.
Photo courtesy of ShutterStock.
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…Because Most SEOs Don’t Know What Strategy Means
Feb 2nd
There seems to be some confusion when people talk about SEO strategies that could lead to problems for your own efforts…and your clients. What’s interesting is this confusion seems to be created and sustained not by people who don’t know what they are talking about, but the very people who should know what they are [...]
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How Facebook’s Sheryl Sandberg Became one of the Most Powerful Women in the World
Feb 1st
Mark Zuckerberg is on his way to becoming one of the richest people in the world, but when it comes to influence in the worlds of politics and business, he sits in the shadow of his chief operating officer, Sheryl Sandberg.
Sandberg, 43, is credited for the success of Facebook’s advertising strategy. When she joined Facebook in 2008 it had 130 employees and no cash. Three years later Facebook was profitable, 2,500 people worked there and the userbase had jumped from 70 million to almost 845 million. But her career – and influence – began long before Zuckberg sought her out.
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“Don’t leave before you leave.”
Sandberg was born in 1969 in Washington, D.C., and at the age of two her family moved to Miami, where she grew up. She is the oldest of three siblings, David and Michelle.
As an undergraduate at Harvard, Sandberg majored in economics and took Lawrence Summers’ class in public sector economics. Her midterm and final grades were the highest in the class, and Summers ended up becoming the adviser on her senior thesis, “how economic inequality contributes to spousal abuse.”
When Summers became the chief economist at the World Bank in January 1991, he recruited Sandberg, hiring her as his research assistant. After two years of working for Summers, she took a job at McKinsey & Company, and married (and later divorced) a businessman named Brian Kraff. When Summers became the Deputy Treasury Secretary in the Clinton Administration, he asked Sandberg to join as his chief of staff. She accepted.
In Sandberg’s talks about women in the workforce, she reinforces the fact that women need to stand up for themselves, and speak up.
“Sit at the table,” she said in her 2010 TEDWomen Talk. “At the corporate level, women in C-level jobs the number of women tops in at 15%. How do we change those numbers? She asks a willing audience. “By keeping women in the workforce.” She adds that she is not here to judge anyone – and those who don’t want to stay in the workforce is okay. But her one caveat: This talk is specifically for women who do want to be in the workforce. “Success and likeability are positively correlated for men and negatively correlated for women,” says Sandberg. “And men are reaching for opportunities more than women.”
The Sheryl Sandberg resume
- Currently:
Center for Global Development – Director
Walt Disney Company – Director
Starbucks Corporation – Director
World Economic Forum 2012 – Co-chair
President’s Council on Jobs & Competitiveness – Member - Formerly:
Google – VP of global online sales & operations
McKinsey & Company – management consultant
Secretary of the Treasury (Lawrence H. Summers) – chief of staff - Education:
Harvard Business School – 1993-1995
Harvard University – BA, Economics, 1987-1991
That was the first of three points she delivered. Second, she tells women to “make sure your partner is a real partner.” At the Grace Hopper Conference, Sandberg expanded on that statement, speaking to an audience of young women. She told them that it was okay to get involved with those “crazy types” when they’re young, but do not marry them. In 2004 she married her long-time best friend David Goldberg, who is also the CEO of SurveyMonkey. Together they have a five-year-old son and a two-year-old daughter.
Her third point speaks to her choice to have a family and a career. “Don’t leave before you leave,” she told the TED audience. Don’t leave the workforce to have kids and not return because you didn’t get that job you wanted before you left.
Sandberg demonstrated that first point during her time with Summers. She always made sure she was at the table, even if it meant asking others to move. In 1999, at 29-years-old, Summers became Treasury Secretary; Sandberg was his chief of staff. “If I was making a mistake, she told me,” Summers told The New Yorker. “She was totally loyal, but totally in my face.”
In 2000, the Clinton Administration came to an end. Sandberg left Washington for the Silicon Valley shortly thereafter. Google had been aggressively recruiting her – and finally she accepted their offer. She joined in 2001, at a time when Google was still new and not-at-all profitable. But she joined Google for the same reason that she decided to get involved in politics: there was a bigger mission at stake. At Google, that mission was to make the information more accessible and freely available. Sandberg is credited with making Google AdWords profitable. These ads don’t really affect the user experience; but on the flip side, they are gathering keywords from personal data found in email exchanges.
By 2008, it was time for a change again. Zuckerberg sought out Sandberg after they ran into each other at a party in the Valley. After months of negotiations, Sandberg decided to leave Google for Facebook, whose goal was “to make the world more open and connected.” It was a perfect fit.
The Business & Culture of Facebook
Sandberg started working at Facebook in 2008, when she was 38 years old. When she joined under the title of “director,” she was granted .1% of the company. That means that when Facebook begins to trade on Wall Street later this year, she will became one of the richest self-made women in the world. She just bought a house down the street from Facebook, and she’s going to stay there – at least, for the time being. In 2011, Forbes listed her as the number 5 most powerful woman in the world.
As an influencer, Sandberg focuses her energies on companies with broad, powerful missions. In politics, it’s about the greater good; at Google, she focused on making the world’s information accessible to all. And now she is at Facebook, where the goal is “to make the world more open and connected.”
At Facebook, Sandberg’s work not only influences politics and information-sharing, but is shaping the way humans think about communication. Because Facebook is not only a freshly minted public company – it’s a culture we live in.
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Netflix Gains Most Of Its Subscribers Back, Still Hurting In Some Areas – ReelSEO Online Video News
Jan 26th
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Netflix Gains Most Of Its Subscribers Back, Still Hurting In Some Areas
ReelSEO Online Video News This week's look at the Reel Web covers tips for YouTube SEO and several news stories from the… We've seen a lot of research pointing to how effectively video helps increase conversion, sales and… One of the top viewed pages on ReelSEO is that of a … |
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How To Get Hired At A Top SEO Agency Part 2: What most applicants are lacking
Jan 26th
Next in our series of finding what top SEO agencies are looking for when hiring, we ask our panel of experts “What skills are most people you interview lacking?” Here is what they had to say. Ash Buckles Google + | Twitter Technical programming/scripting experience. Having a clear understanding of how web servers operate, [...]
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