Fresh Egg's Digital Marketing News – 30 November to 14 December 2015
In this fortnight’s digital marketing news, find out about the delayed Google Penguin algorithm update, live video streaming on Facebook, Twitter’s no-longer cropped photos and changes to Google’s local and entertainment search results.
You can also listen to our podcast, which discusses the news here:
Google Penguin update delayed until 2016
Google has announced that the highly awaited update to its Penguin Algorithm will not be releasing until 2016 due to the proximity of the Christmas holidays.
A Google spokesperson told Search Engine Land:
“With the holidays upon us, it looks like the penguins won’t march until next year.”
It seems likely that the rollout of Penguin 4.0 will be in real time compared to previous iterations where it was required to be manually refreshed in order to see any changes. This means that websites will not see sudden drops or gains as has been the case since the Penguin algorithm first rolled out in April 2012.
Unfortunately, Google hasn’t announced any information other than the link-based algorithm will be rolling out next year.
Facebook rolls out Live streaming to all
Facebook Live streaming is now rolling out to all users on iOS following a successful test on verified users using the Facebook Mentions app. The live-streaming functionality will be available on Android in early 2016.
The live-streaming market is becoming increasingly crowded following the rise of Meerkat and the Twitter-owned Periscope (the two leading apps in the live-streaming market). But, with the full viral backing of its News Feed and its 1 billion-strong daily audience, Facebook could look to take a healthy lead in the real-time video wars.
Image source: newsroom.fb.com/news/2015/12/introducing-live-video-and-collages
The live-streaming functionality is found within the status update options on the mobile app and allows for a short description before going live.
“During your broadcast, you’ll see the number of live viewers, the names of friends who are tuning in, and a real-time stream of comments. When you end your broadcast, it will be saved on your Timeline like any other video, which you can then delete or keep for your friends to watch later.” – Vadim Lavrusik, Product Manager at Facebook.
Facebook has also enabled a ‘subscribe’ button, so users can be notified whenever the broadcaster is next live streaming.
Unfortunately for businesses and brands, there is currently no access for Facebook Pages. We expect this to change as the medium gains traction within Facebook and we’ll be testing this as soon as it is possible for us to.
You can find out more from Facebook’s official announcement here.
Businesses can now use Facebook Messenger as their live chat
Facebook released its Page Plugin in June 2015 which allowed businesses to embed Facebook Pages on websites. The plugin included features such as:
- Allowing users to like your Facebook Page
- The ability for users to see which of their friends
- Call to action buttons with the same functionality as your Page
At the beginning of December, Facebook announced events and messaging functionality within multiple tabs for the Page Plugin.
Your Facebook Page Plugin will always highlight the most relevant event, depending on where the person is located. As well as this, a subscribe button allows people to be notified whenever a new event is created in their local area.
The messaging functionality allows people to message your business directly through Facebook, without having to ever leave your website, similar to other live chat solutions. However, unlike existing live chat tools, these conversations can be continued using Facebook itself and Facebook Messenger, allowing businesses a 1-on-1 direct communication channel with existing or potential customers. With 1.5 billion people using Facebook across the world, this new functionality could revolutionise customer service as it enables customers to discuss complaints or queries with any business on Facebook or its website.
To support the growth of Facebook as a customer service tool along with its many other uses, extra features include a new comment activity page and notes for customers. A Facebook spokesperson shared this on their official blog.
Now when Page admins message with people, they’ll see past interactions the person has had with the Page, as well as information the person shares publicly on their profile, like their current city. Admins can also add notes about the person, like current orders, past customer service preferences, or any other relevant information. Admins can also add tags to categorize conversations and make them easier to find and respond to later. Notes and tags are visible to Page admins only and, especially for Pages with more than one admin, empower Pages to communicate with customers in a personalized and seamless way.
Facebook has also added rules and options to the ‘Response’ badge available to Business Pages. Typically these were calculated algorithmically by how many messages were sent and the typical response time.
Businesses now have the option to change the visible response time out of the options “within minutes,” “within an hour,” “within hours” or “within a day”. This allows each business to set their customer expectations higher or lower depending on how quickly they can respond to customer queries on Facebook.
More information can be found in Facebook’s official announcements here.
Twitter's Images Are No Longer Cropped
If it works on Facebook then it’ll work everywhere else? Twitter has announced that images will now appear in full within the timeline compared to their previous cropped format. Twitter said this allows users to “experience and present them as they were meant to be viewed”.
However, Twitter accounts may see the number of engagements reported within Twitter Analytics change. Historically, opening the photo to see the full-sized version was counted as an engagement, but with photos now seen in full within the Twitter Timeline, users will be less likely to click on the image to see more.
You can see more information on Marketing Land’s blog post here.
Google’s update to Musician, TV and film search results
As mobile search traffic overtakes desktop, Google are rolling out more features on mobiles that enable additional information for specific queries, such as an upgraded knowledge graph result. These results will include biographies, song lyrics, discography, and upcoming live shows. Importantly, these are found above both paid and organic links.
Image source: insidesearch.blogspot.co.uk/2015/12/get-more-details-on-your-favorite_4.html
Additional information is now available for TV show and movie search terms too, allowing users to look through information about past and future episodes, the cast and movie times local to you.
You can see more information in Google’s official blog post on the announcement.
Has Google removed the Local One Box in search?
Although, it has not been confirmed by Google as being officially removed, Mike Blumenthal, local search expert, has reported that the Local One Box result is no longer appearing in search results. This looks to have been replaced by the knowledge graph on the right of search results whenever the information is available.
This decision makes sense as it provides a better user experience and delivers fewer distractions for users in the search results.
Image source: searchengineland.com/google-local-one-box-details-removed-from-web-search-listings-237575
You can see more about this on, Mike Blumenthal’s blog here.
You can find our previous digital marketing news roundup here for more, recent news and analysis.
Hints, tips and rumours
- Google Says AMP Will Come to Google Search "early next year"
- Easily Get Back to the Images You've Found on Google
- News Feed FYI: Using Surveys to Better Understand Viral Stories
- Black Friday & Cyber Monday Email Marketing Results: Mobile Open Rates Exceed 60%
- Yahoo's Testing Big, Autoplay Video Ads on Search Pages
- Google Drops Display of Local Business Reviews in New Google+
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