future of the internet
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• 5 evening network and learning meetings across Dorset
• Expert presentations and discussions on key business issues
• Connecting and growing local businesses
• 3 breakfast meetings in Bournemouth, Dorchester & Blandford
• The essential network for small and micro businesses
• Learn from expert presentations and virtual board discussions
The Future of the Internet The Next 3 Years
Paul Tansey
Paul Tansey – Intergage
The Web Nerd with the Big Chin
A Managing Director’s Job
Why you and I will never know
everything
Slides available tomorrow from
www.intergage.co.uk/wsx-event
Hello
Web design
Content management
Online advertising
Social media
Search engine optimisation
My Company, Intergage
Online & offline PR
Video and multimedia
Training and seminars
Our aim
Introduction
Evolution of search
Evolution of social
Devices & Applications
Summary
Today’s Agenda
Yes, there is a lot about Google
There is a fair bit of video
It will move fast
It is just my opinion…
About This Presentation
“The Death of the Web
A new model is emerging – the App/ Internet
Model. The future architecture is going to combine
the amazing power in the cloud and the Internet
with powerful local devices running very
powerful applications.”
George Colony, Chairman & CEO, Forrester
Research
Forrester Research Says…
“Technology will augment our lives in every way...”
“Tiny powerful sensors will embedded in everything from clothes
to furniture”. A new intelligent infrastructure will emerge (we would
argue heavily powered by Android).
We are beginning to see Science Fiction become reality…The
people who predict that holograms, virtual reality and self-driving
cars will be commonplace quite soon are absolutely right…”
Eric Schmidt, Executive Chairman, Google
Mobile World Congress, February 2012
What Google Thinks
“Google’s cars
have already
driven over
200,000 miles”
93% of
accidents are
the result of
Human Error
Google’s Self Driving Car
Marketing Today
So much more to do
So much more to
learn
Dwindling returns from traditional
spend
Slow economic growth
Less new businesses
around
Savvy competition
Every £ has to be
justified
The Flip Side
New opportunities
“Low cost” tools and
tactics
Easy to use technology
Constant change
Learning, adopting, testing,
measuring, refining
Essential Internet Properties
Website(s)
Blog(s)
Twitter Page
Facebook Page
LinkedIn Profiles
Google Local Pages
Google+ page
Mobile site
Search
Search
First We Discovered Keywords
Then Came Google & PageRank
On-page Vs Off-Page
Anchor text links
All links that drive relevant traffic are good All links are not equal however
Site A Site B Click
Here
More
Information
Cheese Click
here
Cheese
Smells like cheese
Cheese
Interesting
cheese
facts
Cheese More information
Read
more
More Complex Relationships
The Evolution Of Search Engines
Localisation
Personalisation
Realtime Social influences
Recommendations
Lots of ways to create content and leave “Footprints”
So many ways to get found
So many ways to leave
digital footprints
So many content
opportunities
Panda born February 2011
Mission = Kill low quality sites / Reward High Quality
Sites
An algorithm built to mimic what humans really like and
trust
A unique Machine Learning process
Over 500 updates in 2011 alone
Affected 12-13% of all US/ English websites
Google’s Panda Update
Panda loves:
Expert and enthusiast content
Fast loading
Social shares
Sites you love and spend time on
Interlinked content on pages
Dynamic links
Google’s Panda Update
Panda hates
High bounce rates
Lots of Ads (especially above the fold)
Lots of static links
Broken links
Pages that look like article marketing sites
Google’s Panda Update
Penguin born April 2012
Mission = Kill WebSPAM – Over optimised sites
Affected 3.1% of Websites
A filter to remove junk out of SERPS
Google’s Penguin Update
Penguin hates:
Keyword stuffing in content
Scraped / duplicate content
Sites that rank high and engage low
Suspiciously exact inbound keyword links
A lack of link diversity
Google’s Penguin Update
Content still has to be labelled clearly (meta data etc.)
Domain names still matter (although we are told not as
much)
Links important but inbound link profiles need to appear
natural not manufactured
New emphasis on user experience and navigation
Design for users not search engines – create “Wow!”
content
Social shares the biggest predictor of success – make
sure your content can be easily shared
How users engage BY KEYWORD
Search Today
www.photography-courses.biz
Better Results - A Case Study
Search Tomorrow
Moving toward one huge online database
More Social
It’s all going to be about quality, engagement and
sharing
SEO will be about on-going pruning of low engagement
/ high bounce rate content and replacing it with content
that people really like
Social Media
What About Social Media?
Our changed world Old School Marketing
Diagram adapted from the book “Social Media Marketing – An Hour A Day”, by Dave Evans
Diagram adapted from the book “Social Media Marketing – An Hour A Day”, by Dave Evans
The Importance of Happy Customers
Acquire Fans
Turn them into
engaged fans
Become a part of their
life
Their friends become aware of
this engagement
They become
fans
Facebook Marketing
Facebook Advertising Acquire Fans
Turn them into engaged
fans
Become a part of their
life
Their friends become
aware of this engagement
They become fans
The Power of Word of Mouth
14% of people trust Ads
70%+ of people trust recommendations from strangers
90% of people trust peer recommendations
Online Marketing Blurring Adverts and Recommendations
Good Word of Mouth
Detractors – The Problem
The growth of social media
The Last Six Years in Social Media
Thee 3 Cs of Social Media
Consumer
Curator
Creator
“Though the consumption of traditional media hasn't declined significantly
among the executive audience,
various social and digital media have been added to the mix for work-related purposes:
76% watch online video.
71% view webcasts.
65% use professional networking sites
such as LinkedIn
63% read blogs.”
Content Marketing
The Last Seven Years of YouTube
Still growing exponentially
Mobile access tripled in 2011 to 600 million views a day
Total views now 4 Billion every day
It’s main competitor is TV
Google+ The New Social Network
(Do I really need) Yet another social network?
Are people using it?
Why might it be a good idea?
Google+ is built into the Google search engine which means:
It’s very convenient – you’ll have it open anyway
You can share directly from Google when you find something interesting (pages don’t need a “Like” button)
It is very likely to influence search results in future as it takes off
It will be at the heart of everything Google does going forward and integrated with everything
It’s actually a very good product
It will be the default way to communicate, share and recommend on Android devices
Google+ Key Features
Circles makes sharing with the RIGHT people easier
http://youtu.be/dB4Et1Yg30c
Google+ Key Features
Hangouts makes 1:1 or 1:10 video conferencing easy & free
Broadcast live or record to YouTube
Google+ Recommendations
Authorship
Link your content to
your G+ profile
Let Google know you
are the original
author for
preferential search
rankings
Your photo displayed
Why Google+ will be More Important as time goes by
Example 1 - Recommendations for Books Apps & Movies in Google+ & Google Play
+
Example 2 Google Plus & Picasa
+
Example 3 Google Plus & YouTube
+
Anything else?
Local search will move to Google+
Hash tags work in Google+
Reviews will be easy to do and easily found there
Events are great
Fastest evolving social network ever…
Highest user satisfaction scores (Facebook among the lowest)
Clouds, Devices &
Apps
Cloud Computing
Software as a service / Flexible
licenses
Cloud storage
Anytime access from any device
Collaboration & Synchronisation
Security and backup handled
Reduced hardware and
maintenance requirements –
Simple browser or App required.
How We Access The Internet
Laptops / Desktops - the most engaging way to use the internet
Mobiles – will overtake the PC by 2014
Tablets – will be 10% of all website traffic by 2014
TV? – More in a minute
Huge variety of Browser / Device Combinations
Smartphone Usage
Tablet Usage
1 in 10 Smartphone owners has a tablet too
Share of website traffic growing 10 times faster than
smartphones
From 1% to 4% of website traffic in 2010/11
Most commonly used for:
Social media
Browsing the Web
Watching videos
M-Commerce
Google’s Vision
Google’s Vision
Google’s Vision
Google’s Vision
Doesn’t Traditional TV Suck?
Old fashioned “Scheduled” approach not convenient
2000 TiVo Launched in the UK
2001 SKY+ Box Revolutionises TV Viewing
2006 BTVision
2006 4oD
2007 BBC iPlayer
2008 ITV Player (ITV Catch-Up)
2008 Demand 5
2010 Google TV v1 Launched in the US
Cars
Streetlights
Traffic Lights
Lifting bridges
Watches
Bins
Fridges
The Tweet Mirror in store
The Internet of Things
Conclusions / Predictions
The next generation is generation C (for connected).
They are and will be:
Permanently connected to the Internet
More connected to more people than ever before
Adopting technology changes fast
Creating great content should be your number 1 social
and search goal to promote your business
Video is one of the best investments you can make in
marketing your business, for social, search, future TV
applications and the growing mobile / tablet audience.
Conclusions / Predictions
The new model is software and storage in the cloud with Apps & Browsers running powerful applications on a range of devices
Personal mobile devices can replace our traditional
computers, wallets, keys…
This range of devices will become much broader as
everything connects to the Web.
Machines talk to machines via the internet as much
(or more) than people do
Google+ will become a major communication tool as
Google’s ever growing base of cloud based
applications all integrate and become more social
Thank You & Q&A
Fred Reichheld, from his 2006 book “The Ultimate Question”
paul@intergage.co.uk
http://uk.linkedin.com/in/paultanseyatintergage
@PaulTansey
+PaulTansey
www.intergage.co.uk
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