Webcology #300 – Google and the Right to be Forgotten and Facebook Experiments with User Emotions

Google and the Right to be Forgotten and Facebook Experiments with User Emotions

Air date: July 3, 2014

webcology - July 3, 2014Webcology debuted on October 25, 2007.

Since then, Dave Davies and I have done 300 episodes, the vast majority of which were recorded live-to-podcast as they were webcast at WebmasterRadio.FM/. That’s 300 Thursdays over nearly seven years. 300 hours, 18,000 minutes of work-a-day radio. Webcology is the longest continually running weekly show on the largest B2B online radio network in the world.

We owe this to our audience and to WebmasterRadio.FM. We want to thank everyone who has ever been a listener, a guest, Daron and Brandy Babin, former WebmasterRadio staffers Eddie Machado, Hillary Bost and everyone else who’s worked at WebmasterRadio over the years.

The most special thanks has to go to our producer and engineer, Jorge Hermida aka Brasco. There’s not enough words in the language to recognize the work Brasco does to keep WebmasterRadio on the air and not enough words to thank him for being our producer over the last seven years so I’ll settle on the strongest five I can find. Brasco, thank you so very much. We’ll need to do another 9700 episodes before we get really good at it.

After discussing seven years of change in the web marketing ecosystem, Dave and I discuss Google’s stance on the EU Right to be Forgotten regulation and Facebook experimenting with users’ emotions.

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The Power of A Tweet

Much has been written about benefits of social interaction with peers and customers on Twitter. Relatively little has been written about how powerful a tweet by a recognized brand can be or how overrated they can be. Many people involved in social marketing seek out key influencers just in hopes of having them retweet or share specific content. The belief is that support from an influencer will drive inordinate amounts of readership to a particular piece of content which in-turn creates awareness, which should lead to sales.

Let’s examine the power of the Tweet in this specific case study. Please remember that this is a single instance and results will vary based who tweeted what, the targeted sector, subject matter of the tweet, etc…

The Case Study

Tweet from @GoogleAnalyticsOn June 25, 2014 an article I wrote on “How To Prepare for the change from Google Analytics to Universal Analytics” was published on the leading industry website MarketingLand.com. As per Marketing Land’s usual content marketing process a series of tweets over a 24 hour period were made on their Twitter account.

Within 24 hours a high profile twitter account specific to not only the analytics industry but specifically to Google Analytics (@Googleanalytics), tweet out the link to the article with the comment “Good Story”.

 

Google Analytics Twitter AccountWith over 500,000 followers on the @GoogleAnalytics Twitter account one might expect thousands of click-throughs from the tweet with several hundred within minutes. Time for a reality check. What is the life span of a tweet (how long is it visible in someone’s Twitter feed)? How many of these 500,000+ followers were online looking at their twitter stream at the moment of the tweet? How many cared about the subject matter? These are all factors that influence just how many people clicked through the link on that tweet.

The good news is that most URL shorteners capture and report on a variety of analytical data available to the public. To access this data, you simply need append a “+” to the end of the shortened URL. In this case the URL to the analytic data became ” goo.gl/LzHaff+“. This provided the following detailed information about just how effective this tweet was.
Goo.gl analytic data

 

As evident in the above chart, the vast majority (as expected) of click-throughs occurred within the first hour (between 12-1pm Eastern) and dropped off sharply thereafter. There were only a few clicks in subsequent hours. In total over the first 19 hours, the tweet by Google Analytics generated a total of 112 clicks to the article via the shortened URL used in their tweet. This equates to 0.021% of their followers clicking through to read an article that they recommended. Excluded from this count are of the 112 people who clicked to read the article then decided to share the article by click on one of the native social sharing icons on the article page creating a multiplier effect. (Note: people who retweeted the original tweet to their followers who then subsequently click through the shorten URL provided by Google are are counted in the 122 clicks).

Rob Woods TweetCompare this to a re-tweet by Rob Woods (https://twitter.com/robdwoods) who has a respectful 3,326 follower on another trackable shorten URL which generated 3 clicks. This equates to 0.09% of his followers clicking through the link more than 4 times the rate of the Google account.

While getting an additional 112 sets of eyeballs to read an article is valuable, is it worth the effort that might be required to get an influencer to tweet out that link? In the case of this article, there was no effort on my part, yet many involved in content marketing spend countless hours establishing contact with these influencers earning their trust, all to request at some point in the future that they share a piece of content. How much you value a read of your content will determine if your efforts were worthwhile.

The reality is when we publish content we need to market that content via all tools available to us and this includes reaching out to influencers. It just might be easier and less costly to establish a quality relationship with lower profile influencers (not as many followers) who, while not having the same reach, can deliver a higher percentage of their followers clicking through.


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Webcology #299 – Google to Switch to Universal Analytics

Google to Switch to Universal Analytics

Air date: June 26, 2014

webcology - June 26, 2014Alan K’necht, partner at Digital Always Media, discusses how Google is switching from Google Analytics to Universal Analytics, and what business owners and digital marketers should be doing about it. Plus, Google to remove author images from search results, Bing’s Duane Forrester says adding schema markup is important for search engines, and Google announces Android L at Google I/O.

Podcast: Play in new window | Download

Webcology # 298 – Canadian Courts, Google and Privacy

Canadian Courts, Google and Privacy

Air date: June 19, 2014

webcology - June 19, 2014The Supreme Court of British Columbia leveled a ruling instructing Google to remove a listing from its global index.

The Supreme Court of Canada upholds Internet user’s right to privacy.

Also, Amazon’s Fire Phone, SEO advice on Google and 302 redirects and YouTube to delete independent artists from its inventory of video.

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Webcology #297 – DSKNECTD: How Technology Changes The Way We Interact; World Cup Fan Roundtable

DSKNECTD: How Technology Changes The Way We Interact; World Cup Fan Roundtable

Air Date: June 12, 2014

webcology - June 12, 2014In the first segment we interview writer and director Dominic H. White on his newly released motion picture DSKNECTD. We discusses  the various ways technology may be profoundly changing the way we interact with others, and also discuss the pros and cons.

In the second segment, we host a World Cup Fan Roundtable with Thom Craver (Internet Marketing Ninjas), Simon Heseltine (AOL) and Eric Lander ( D50 Media).

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Webcology #297 – Interview with Spy-Fu CEO Mike Roberts – Panda 4.0

Interview with Spy-Fu CEO Mike Roberts – Panda 4.0

Air Date: June 5, 2014

webcologyWith 28% of webmasters saying they were somehow penalized by one or more versions of the Panda update (we’re at 4.0 now), Jim and Dave discuss Panda and penalties. We also cover how Google ranks web pages that have no incoming links.

Later, Mike Roberts, the founder and CEO of the competitive research analytics toolkit, Spy-Fu drops by to give us a glimpse behind the scenes at Spy-Fu.

Podcast: Play in new window | Download

Webcology #296 – Understanding Bitcoins and Google’s Driver-less Cars

Understanding Bitcoins and Google’s Driver-less Cars

Airdate: May 29, 2014

Jim interviews Stephen DeMeulenaere, founder of Complementary Currency Resource Center, about the digital currency Bitcoin.  Jim and Dave also learn about Google’s testing of self-driving cars.

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Webcology #295 – Massive Ebay hack, Panda 4.0 fallout and discussions on Data

Airdate: May 22, 2014

 

Jim and Dave have a fun-filled week discussing the leak of 145,312,663 unique records from Ebay. They discuss the winners and losers of the recent Panda 4.0 update, and welcome special guest Colleen Hardwick from PlaceSpeaks who wows our hosts with her knowledge of Data.

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Webcology #294 – Live from ClickZ Toronto

Airdate: May 15, 2014

Jim reports from location while presenting at ClickZ Live Toronto and addresses the growing Pay To Speak rumours and how it will affect the industry. We also get an account of the Keynote speech from Kristine Stewart where the Former EVP of CBC discusses how Twitter fits into the Marketing Ecosystem.

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SMX London – Day 1 Keynote

“Will Data Save Marketing?” with Ajit Sivadasan, Vice President and General Manager, Lenovo Corporation

In a world that is increasingly digital, shelf lives of marketers will be tied to their ability to constantly experiment and measure effectiveness. The advances in technology (big data, mobile, data management platforms, etc.) coupled with the digital footprint left by customers will help marketers facilitate a a deeper understanding and consequently lead to more effective marketing campaigns.


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