• Content featured on tab applications is much less visible
  Similar to how personal profiles are designed, tab applications are now listed on the left-hand side of the profile underneath the profile picture rather than in page tabs across the top of the profile. While this provides a consistent user experience for Facebook users (and brands can have longer tab-titles), brand content hosted on tab applications is now much less likely to be discovered without guidance. Now, more than ever, brands need well designed welcome tabs that introduce new visitors to the content housed in the tab applications of the brand-page. Brands will also have to use wall posts and conversation tactically to guide fans to content housed in tab applications.

• Profile images are now competing with page navigation
  Previously brands often used a tall profile image (up to 200×600 px) to include attractive imagery, feature messages and even guide users to content on the page. However, because the page navigation links are now below the profile image, a tall graphic will push navigation to “below the fold” (below the first level of visible screen real-estate). Given this, brands should be more conservative with their profile images moving forward, rather than using the whole allotment (which is now a slightly smaller 180×540 px).

• Album photos are now much more visible to visitors
  The new brand-page designfeatures the 5 latest photos a brand has uploaded to one of their albums directly on the top of their info page (no fan-uploaded photos are featured, and individual photos can be removed as well). This makes photo albums a significantly more valuable asset. Brands launching new Facebook pages should start their albums with at least five interesting photos and plan out how albums are organized because users will likely spend more time in the photos application. Brands should also think about how they can use comments on their featured photos to drive viewers from photos to other relevant pieces of content.

• Brands can now show off their admins for more transparency
  Brand-pages can now feature some or all of their admins on the left-hand side of the page below the page navigation. While this may not make sense for everyone, brands can use this to be much more upfront about who from their organization is participating in the management of the page. This also means brands need to payattention to how their admins present themselves on Facebook on their own personal pages. To prevent conflicts of interest, brands who make their admins visible may want to recommend that the admins turn their own profiles “private” to the public.

• Admins can now navigate + interact across Facebook on behalf of the brand
  Previously brand-page admins were only able to interact on the brand page, but now admins can ‘like’ and comment on other brand pages on behalf of the brand. These interactions will show up in brand-page follower news-feeds just like if a friend of theirs was interacting in Facebook. There will be many interesting ways for brands to leverage this, such as having sister brands or products & parent companies interact with each other across their respective Facebook walls.

• Conversation on the wall will be more compelling to visitors
  Facebook has made several upgrades to help improve the value of the conversation on the wall. Previously posts were displayed completely chronologically. Now visitors will see interesting posts first: posts from their friends, similar users, and posts that have received a lot of likes + comments. For additional control, brands can choose to set the default view to show only wall posts from the brand itself. Brands can also keep the wall clean bysetting a “moderation blocklist” that automatically marks any inappropriate posts as spam.

This latest Facebook redesign is available to all brand pages starting now (admins will be alerted the next time they visit one of the brand-pages they control), but admins have the option to hold off on activating the transition until March 10th. This gives brand teams a one-month window to analyze how these changes will impact their brand page specifically and plan a strategy that most effectively leverages the layout. SS+K will also be actively exploring the new Facebook landscape over the coming weeks to identify further implications and opportunities to take advantage of. In the mean time, please let us know if you have any specific questions or concerns.

1. Total search volume is up significantly (impressions), but click-through rate (CTR) is down. The rapid nature of search and discovery with new Google Instant is enabling users to search faster, view more results and make decisions on content right on Google. Because of this users are viewing more organic results and ad-impressions, but clicking less often. Overall click-volume is up all-together though, and at least in the short term that appears to be decreasing the cost-per-click (CPC) of paid ads.
2. While search volume is increasing all around, shorter + broader search phrases are growing disproportionately in search share. This is because users are apt to notice a result that is suitable to them when they are only part-way through typing their intended query, and stop typing all-together. Because of this change in search behavior, brands who are focusing on generating awareness through search advertising impressions need to focus more on shorter / broader search terms. This is true as well in site content optimization for organic search optimization.
   Still, it is important to remember that effective conversion often comes from more precise long-tail search matches, even if impressions decrease. It will be more important than ever to consider brand objectives and optimize campaigns accordingly.
3. Google’s coveted top-of-page ad placements may be less valuable in the new page design. Now that Google Instant causes a drop-down of search suggestions as you type, the top three ad placements can, at times, drop below the fourth ad spot on the right which sits right next to the suggested queries box. Previously the rule of thumb was to bid for 3rd position or better, but for some searches brands could potentially bid less aggressively now and still be well positioned for exposure (see image above).

This is just the beginning of how the search marketing experience is going to evolve. Google continues to iterate on the search experience- infact, they launched Instant Previews and Product Image Ads just this week. I will continue to share results as they surface. Let me know if you have any questions.

For further reading:
How Google Instant Changes Behavior (MediaPost)
Google Instant’s Impact on SEM (Compete)
Google Instant…(@danbrough)

Why is this important?  Social endorsement has a huge impact on performance metrics.  Nielsen published a study in April that shows the social endorsement (i.e. your friend’s likes) has a significant impact on ad recall, awareness, and purchase intent (e.2. below).  Interaction with the social ads also generates Facebook newsfeed stories, which lead to further reach and engagement.

This is an early test of a feature that probably won’t be available to a lot of advertisers soon, and it definitely has the chance to trigger privacy concerns, but it has the potential to disrupt online display ads significantly.

UPDATE: A Facebook employee has responded that this isn’t really instant personalization as Facebook defines it because data isn’t being passed to the publisher (see comment below)

A big announcement from Facebook + Microsoft today: Facebook’s social graph will now be incorporated into Microsoft’s Bing search results. What this means is when you search for anything using Bing, articles your friends have ‘liked’ anywhere on the web will start to gain priority in the search results. This is the deepest integration of Facebook’s personal social graph into search content ever, and it’s only happening on Bing.

What does this mean for brands:

1. This gives Bing a valuable layer of data that Google doesn’t have, and it sounds like Facebook won’t allow Google to have it any time soon. Mark Zuckerberg (Facebook’s founder) said on stage today “the thing that makes Microsoft such a great partner for us is they’re the underdog in search…We’re interested in working with companies that are really scrappy, that are underdogs… they have an incentive go to all out and innovate”. Bing is already growing, and a full alliance with Facebook could help them steal market share from Google.
   
2. As more and more social data gets layered into search results, it underscores the importance for brands to have a successful social strategy. Brands need to be talked about, and their content needs to be shared. Content generated and endorsed by people’s personal connections is going to be increasingly prioritized in search results. That means social is increasingly a search engine optimization strategy.

This should be going live soon on Bing, and it will happen automatically for you unless you’ve opted out of instant personalization on Facebook. Read more about the Facebook + Microsoft Bing partnership here.

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Additional reading on the power of social in search:

• The Emergence of the Facebook Search Engine + Facebook SEO Needs
• The Importance of Social Media in Search Engine Optimization
• 9 Reasons Social Media Marketing is Important For the Bottom Line

Ever since the Twitter’s launch there have been thousands of tools that help expand the experience.  Most people tend to think of the Twitter clients (e.g. Tweetdeck), but there are also a lot of really valuable analytics tools.  Using these periodically will help you to optimize your efforts.  We’ve listed 7 free tools (many have paid premium options) and their best case uses below; tell us which tools you use regularly and how you use them, and we’ll add them to our list!

1. People-powered search results
Every site that incorporates Facebook open social graph tools (like buttons, comment boxes, etc.) is being indexed and ranked by Facebook based on how much Facebook users engage with the content.  As more and more users ‘like’ websites Facebook is beginning to include the popular sites in the Facebook.com search box.  This approach is different from Google, which ranks sites based on linking and content relevancy.  Instead Facebook is prioritizing search results based on what the Facebook audience is saying about sites on the web.  Facebook will also likely prioritize search content based on what your specific friends recommend as well.  Brands can get a head start in ensuring they’re in the Facebook.com search results by implementing Facebook open social graph plug-ins in a smart way and fueling users to start ‘liking’ their content.  Brands can also influence how their sites are listed in Facebook’s search engine by including special meta-data in their site code.

2. Socially powered content farm
Facebook is now automatically building what they call “community pages” for any topics that users list as interests in their profiles.  These community pages enable Facebook to serve up content through their search box that “locks in” users by providing them internal site content rather than sending them out of Facebook the public web.  The community pages are filled with pictures + text pulled directly from Wikipedia about the topic, as well as a stream of status updates that Facebook users have posted on their walls about the topic (any status updates from a viewer’s friends are highlighted first).  Currently the “community pages” are not able to be edited by anyone, and brands cannot claim pages.  However, brands should monitor the conversation that is being aggregated on community pages, and they can join in the stream by publishing content on their own pages about the subjects.

Though we’re still at the early stages of Facebook’s search product and the changes aren’t very visible yet, it’s important for us to pay attention to this on behalf of our brands.  With over 500 million users, Facebook has the ability to make major waves in search very quickly.  We can help prepare our clients for this by recommending smart Facebook SEO tactics- building a robust Facebook presence, leveraging the social graph plug-ins, and watching the community pages.  We need to lead this forward thinking as social search hits prime-time.

Read about how Google is tackling Social Search

Further reading on Facebook SEO:
http://www.allfacebook.com/2010/06/facebook-unleashes-open-graph-search-engine-declares-war-on-google/
http://staynalive.com/articles/facebook-and-the-new-seo/

Promoted Tweets are promoted content, not promoted ads
Ad tweets aren’t separate ad content, they are regular tweets that appear in an advertiser’s actual Twitter stream.  That means they need to provided value to a brand’s regular followers, not just new recruits.  If brands don’t respect that, they will lose the followers they’re recruiting by spamming them.

Promoted Tweets are promoted or demoted based on the value they deliver to consumers
Twitter’s new “resonance” score judges  Promoted Tweets based on how users interact with them.  That means if PT’s are getting RT’d, favorited, clicked on, or @replied then the PT’s will stay highly visible.  If users aren’t engaging, the Promoted Tweet will dissapear with the Normal tweet stream.  The resonance score will force advertisers to really think about what content they pay to promote, and to provide real value, otherwise it will again be a waste of money.

Promoted Tweets are tied to intent not eyeballs
Since at least Twitter’s first evolution of Promoted Tweets is tied to search, the ad content will only appear when a user is looking for related information.  Between search inciting relevancy and the pressure as illustrated above on the ad content being highly valuable from to users / followers, I expect the Promoted Tweets to deliver a positive ad experience.  One that, if done correctly, could change user expectations and demand for advertising content across the board.

To begin with, if you are happy with your Ning community (your audience is engaged and you are seeing the ROI you are looking for) we strongly recommend you consider spending the money to upgrade to one of the paid options.  For a relatively minimal cost you will have added features, custom domains, and the ability to remove ads- all things that will be nice for your budding community.

However, if anyone needs a community presence at no cost, or is simply looking for another option, there are a variety of alternatives.  Many social platforms are quickly announcing that they are building migration tools for brands to shift their community over.  Popular blog service Posterous is opening a migration to a private community contribution blog.  Grou.ps , another (less well known) white-label social networking tool has set up a forum to help people port over their communities as well.

The most important thing to do right now however is to really think about what your needs are, and which social platform is right for your brand.  Certainly there are differences between a blogging-centric community on Posterous versus a private social network on grou.ps, and identifying your objectives & laying out your strategy are the only clear way to start identifying which next step will have the best chance of success.

[For examples of strategic blogging, read our previous post Chris Brogan Teaches Strategic Blogging]

1) Why Corporate Social Responsibility (CSR) is so critical now for brands

• People voice interest in wanting to buy products from brands that align with their personal values, but often don’t due to factors such as awareness, perceived cost, and availability
• CSR is important to brands because it helps them differentiate themselves between competitors and connect people to the personality of the brand
• Stat: 70% of people believe that companies can make a bigger difference in the world than governments can
• CSR is now a standard expectation by consumers rather than a progressive opportunity; consumers require brands to give returns on the investment they’ve received in the market
• Measurement of CSR needs to move beyond the incremental advertising impact to how much social value a company is generating; this forces brands to invest not only in the funding of programs but execution of them as well
  • ex: Pepsi Refresh Project- Not only is Pepsi funding projects, but has partnered with organizations that can help bring people’s ideas to life
  • ex: Time Warner gives money to help young people get educated in science, math, & technology fields, and ROI is judged based on the “number of minds with new educational opportunities”
• New brands are entering the market that maintain CSR a their core, and legacy brands need to prove they’re truly embracing SCR to compete in the public eye
  • ex: Method & Greenworks are “CSR” brands from their origin; A legacy behemoth though like Pepsi will effect significantly more change by making improvements, such as when they reduced the plastic in their bottles and started making bio-degradable chip bags

2) Why social media plays a critical in activating in Corporate Social Responsibility (CSR)

• Social media is an important channel to help maintain transparency & authenticity around how funds are being allocated
  • ex: (RED) needs to ensure the public that donated money is allocated responsibly
• Social media enables people to spread the word about brands that represent their ideals
• Social is also the environment where companies that are socially irresponsible are discussed, and it’s important to be part of the conversation to make sure consumers know the brand’s efforts

Pepsi’s efforts with the Refresh Project that they kicked off in replacement of their normal Super Bowl spend is getting a lot of attention as one of the most high profile CSR efforts. Pepsi stated that they are tapping into the generational undercurrent of “seeing the power of the individual’s idea”, the same way they would have tapped another cultural trend as the core of their business. They’re giving control of the program over to their consumers, and providing the resources to the public to ensure their investment doesn’t go wasted. They’re investing heavily overall in transforming their company to one that matches performance with purpose, which has lead to their green efforts along with their CSR efforts. It’s a long term shift that will be manifested throughout their company, not just the marketing side.

Why is this critical for companies to recognize and incorporate in their SEO? Because your corporate website, no matter how well it’s ranked, is being quickly overshadowed by all of the social content g your brand.  Now results are filled with a slew if blog posts, tweets as they happen, and the links a person’s friend shared about the brand on Facebook.

Don’t worry, though- brands don’t have to be left in the cold.  They do need to start engaging consumers in social spaces, producing content of value, and making their content sharable.  That way the valuable information is getting shared and enforced by advocates and being included by Google in the spaces reserved for the user’s social graph.

This, by the way, is why SEO was on my list of 9 Reasons Why Social Media is important for the bottom line.