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What is Google Author Rank & Authorship?

From The Facts Behind Google Author Rank & Authorship [Infographic] @ internetmarketinginc.com:

With the birth of G+ came Google Authorship - a way authors with content on the web could verify their identities.
Google Authorship is a way for Google to display in the search results who the author of the content on a specific page is.
It establishes a connection between the author and their work in search results.

3 tips to rank high as an author:

  1. Post Relevant Content. Regularly post quality content on G+ that is both relevant to your target audience and that people want to share.
  2. Interact. The more people you interact with in your Google+ Circles and Communities, the more authority you will have as a author.
  3. Guest Post. Writing and publishing articles on credible sites will help reach a broader audience and incease awareness.
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The 7 types of social commerce

From The Rise of Social Commerce @ mediabistro.com:

  1. Online Marketplaces and Auction Sites
    Markets that are community-based where two individuals engage directly in buying and selling.
    Examples: amazon, etsy, getaround.
  2. Social Network Shops and Shopping Apps
    Sales that are referral driven on established social platforms, i.e. through a "shop" tab on Facebook.
    Examples of platforms driving traffic to commerce sites: Facebook, twitter, tumblr, pinterest and instagram.
  3. Daily Deals and Group Buying
    If enough people agree to purchase something, the products and services are offered at a reduced price.
    Examples: livingsocial, groupon, scoutmob, Google Offers.
  4. User review sites
    Sales are driven through product reviews by other purchasers, service reviews, and/or rewarding individuals for sharing the same on their social profiles.
    Examples: amazon, yelp, justbought.it
  5. User-curated Pick Lists
    Sites focussing only on shopping; users create lists of products and services for other people to shop from.
    Examples: fancy, lyst, styloko.
  6. Crowdfunding/crowdsourcing
    Consumers become and active part in the production process through voting, funding and collaborative designing.
    Examples: threadless, ModCloth, indiegogo, kickstarter.
  7. Social shopping
    Shopping that includes chat and forum features for people to discuss, exchange advice and opinions.
    Examples: listia, fashism, motilo, fab.

Influence marketing and social influence scoring platforms: they’re not the same

From State of Play for Influence Marketing in 2013 – Infographic @ dannybrown.me:

Identifying individuals who sway online consumer opinion on specific topics and within specific communities has become critically important to marketers and public relations professionals.
A slew of social scoring platforms have emerged with claims that they can identify who influences who online while providing various tools and scoring systems to rank those who are influential and those who are not on a variety of topics.
However, as with most early adopters, their efforts have been widely criticized. Some say they’re just misunderstood and that the technology is just too new.
Either way, there’s one certainty: Marketers and public relations professionals are taking notice.

Key insights:

  1. 68% see Influence Marketing as a lead generation and customer acquisition practice, not a branding exercise.
  2. Marketers and PR professionals see a clear difference between the practice of influence marketing and social influence scoring platforms.
  3. More than 50% will be allocating budgets for Influence Marketing strategies, more than 60% reported no budgets will be allocated for "social influence scoring platforms".
  4. 79% of respondents have used social scoring platforms; 55% state social scoring platforms are ineffective at identifying influencers.
  5. 94% of te marketers surveyed don't fully trust the metrics of social influence scoring platforms.
  6. 74% reported that they will deploy "influence marketing strategies" as part of their marketing mix in the next 12 months.
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What is the social graph?

From Digital Strategy 101 @ slideshare.net:

Social graph definition

A representation of everyone that’s connected to you online

With any digital strategy, the mission is to understand how to provoke individuals into spreading a message or action through their social graph.
In digital, if you spend $1 to reach 1 person, you’ve failed. The goal is to spend $1 to reach 1 person who then reaches hundreds of their friends on your behalf.
Jack decided to see World War Z this weekend because his friend Sarah commented on her friend’s Facebook post that she was excited to see it. So, Jack’s social graph helped to surface the movie to his attention.

More in this deck by Bud Caddell:

Digital Strategy 101 from Bud Caddell

What is the Streisand effect?

From The Cost of Ignoring the Streisand Effect @ 33charts.org:

  1. You can’t control the conversation. You can start it, join it, shape it, or be cross about it. But you can’t control public dialog.
  2. If negative stuff about you ranks high on Google, you’re not working hard enough on your footprint. You can create your story or you can let other people create it for you. Spend your time creating amazing stuff or creating the stuff of amazing stories. It will always overshadow the drivel.
  3. We draw more attention to a story when we work to have it removed.

This is called the Streisand effect:

The Streisand effect is the phenomenon whereby an attempt to hide or remove a piece of information has the unintended consequence of publicizing the information more widely, usually facilitated by the Internet. […] It is named after American entertainer Barbra Streisand, whose attempt in 2003 to suppress photographs of her residence inadvertently generated further publicity.


Social objects: searchable, snackable, shareable

In his 2007 blog post Social objects for beginners cartoonist and social observer Hugh MacLeod popularised the concept of social objects:

The Social Object, in a nutshell, is the rea­son two peo­ple are tal­king to each other, as oppo­sed to tal­king to some­body else. Human beings are social ani­mals. We like to socia­lize. But if think about it, there needs to be a rea­son for it to hap­pen in the first place. That rea­son, that “node” in the social net­work, is what we call the Social Object.

Insight from the Content Marketing Summit: The Three S Model for Content Success @ smartblogs.com adds three important features to to this social object:

  • Searchable content captures the passion and pain points of the consumer and is optimized with trending keywords, boosting the content’s search ranking.
  • Snackable content is made for the on-the-go consumer who needs answers to questions in a moment’s notice. When done right, snackable content leaves the consumer hungry and eager to come back for more.
  • Shareable content serves as the root of discussion across social channels. This content is compelling enough for readers to share with their network of friends and followers.


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Social signals, and how they impact your content’s SEO

Social signals are mainly online actions done by users while using their Facebook, Twitter etc identity. They are, in other words, Facebook likes or YouTube comments that add a layer of opinions to the most interesting, relevant or just funny webvideos, news articles or status updates.

There are roughly three categories of social signals:

  1. like, favorite, vote, G+: a lightweight social signals that shows social proof ("if others like me like it, I will probably like it too)
  2. comment, reply, review: powerful because of the impact of peer recommendations on other people's purchase intentions
  3. share, (re)tweet, forward, embed, (re)pin: very powerful way of spreading content through the network effect

Social signals (mostly Facebook, Twitter and Google+) are now a very relevant factor in Google search results.

Facebook and Twitter signals correlate as follows with higher rankings in the U.S.:

From Social Media, Backlinks and Classic SEO: U.S. and UK SEO Ranking Factors 2012 @ blog.searchmetrics.com:

[Facebook] ‘Shares’ appear to have the strongest association, followed directly by the number of backlinks in the overall summary. Twitter is far behind these values but is still the 6th strongest metric in our analysis behind Facebook and the number of backlinks. A note on Google+: analyzing Google +1s with a Spearman correlation, we found a significant result of 0.41. From this we can assume that the quantity of +1s has the strongest correlation of any of the metrics analyzed in the study.


LinkedIn & SlideShare: a perfect match

LinkedIn just announced it agreed to acquire SlideShare, a leading professional content sharing community.
From the press release:

"Presentations are one of the main ways in which professionals capture and share their experiences and knowledge, which in turn helps shape their professional identity," said LinkedIn CEO Jeff Weiner. "These presentations also enable professionals to discover new connections and gain the insights they need to become more productive and successful in their careers, aligning perfectly with LinkedIn's mission and helping us deliver even more value for our members. We're very excited to welcome the SlideShare team to LinkedIn."

More, obviously, in this SlideShare deck uploaded by LinkedIn:

LinkedIn and Slideshare

View more presentations from LinkedIn

One of the LinkedIn Applications I highly recommend in The Conversity Model is the SlideShare application:

A perfect match. SlideShare is an on-line hosting service for your PowerPoint and keynote slides. LinkedIn’s  SlideShare application not only allows you to view the presentations of all your connections, but also helps you to identify experts for certain industries and topics. Most importantly, it allows you to reinforce your professional reputation and brand by embedding SlideShare presentations in your LinkedIn profile to feature your portfolio and work.

What is SlideShare?

Founded in 2006, SlideShare is a leading professional content sharing community. Professionals can upload content for free, discover people through content, and content through people. SlideShare brings presentations, documents and videos to life on the web for professionals to discover and share. Premium social content marketing subscriptions enable professionals and brands to gain social media engagement and generate sales leads. The company is based in San Francisco, Calif.

Some facts and figures about SlideShare (source is Google Ad Planner unless stated differently):

  • Founded in October 2006
  • Unique visitors:
    • Belgium: 53K
    • global: 26M, "nearly 29M" (source: Comscore)
  • Presentations uploaded so far: 9M (source: SlideShare Press Center)
  • Presentations embedded so far: 7.4M across 1.4M unique domains (source: SlideShare Press Center)
  • Reach of online population:
    • Belgium: 0.6%
    • global: 1.4%
  • Page views
    • Belgium: 570K
    • global: 140M
  • Avg time on site
    • Belgium: 6:40
    • global: 6:00



Facebook Page Virality: most posts never “go viral”

There is definitely a connection between viral phenomena and social media platforms. Social media are essentially about sharing. Facebook in particular is very prominent as a sharing platform, with Twitter coming in as a close second. Facebook is especially suitable for spreading interesting content, because shared material can show up for a number of days in your network’s news feed, making its shelf life much longer than in the ‘easy come, easy go’ environment of Twitter.

Facebook defines Virality as "the number of people who have created a story from your post as a percentage of the number of people who have seen it."

According to EdgeRank Checker, 61 % of Facebook Page Posts have a virality rate of 2.5 % or less. The median rate came out to 1.9 %.

The conclusion? Very few Pages leverage incredible Virality rates, however the ones that do are experiencing tremendous success in terms of exposure.

Filed under: Facebook, Viral 1 Comment