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Global confectionery brand KitKat used Instagram to connect with a passionate audience in India, to drive brand awareness and message association. The challenge Each year, 12 billion KitKat fingers are consumed around the globe. KitKat is one of Nestlé’s most successful chocolate brands in India, with the brand recently releasing a premium “slow churned” chocolate, KitKat Senses. Nestlé wanted to use Instagram to amplify its ‘Celebrate the Breakers’ campaign, to drive awareness and message association (using website clicks and video views) among passionate 15 to 34-year-old Instagrammers. The solution Nestlé launched a new global advertising campaign to provide a fresh take on the well-known tag line ‘Have a break, have a KitKat’. The new concept focused on ‘Celebrate the breakers’, to recognize the many different types of breaks that ‘breakers’ take. The concept was captured beautifully using animated videos where each break was brought alive using KitKat finge...

After a couple of years waiting, and various algorithm fluctuations described as ‘normal turbulence’, Google has finally confirmed today that its Penguin algorithm update is rolling out in all languages. The last update in 2014 – Penguin 3.0 – may have only affected less than 1% of US/UK searches, but that ultimately translated to 12 billion queries. Here we’ll detail all the changes you can expect from Penguin 4.0 according to Google’s blog post . But first a little refresher… What is Penguin? According to Adam Stetzer in his post on the delayed Penguin update, Google first launched the Penguin update in April 2012 to catch sites spamming the search results. Specifically the ones who used link schemes to manipulate search rankings. Penguin basically hunts down inorganic links; the ones bought or placed solely for the sake of improving search rankings. Before Penguin, bad links were simply devalued and needed to be replaced in order to recover search rankings. ...

I was a mint-fresh graduate, terribly new to ‘computers’ and a Yahoo! fan when a college senior who was crushing on me asked me to check out another search engine. I promptly did and there opened a rather empty page with a logo using all primary colours declaring ‘Google!’ (Yes, with the exclamation mark) urging me to use it (and only it, said the tone) to search the web. And then there were more exclamation marks. How young and naïve were we! It was still a BETA version but that didn’t deter it from being quirky; it told me I could ‘feel lucky’ and I decided to test my luck by searching for my Cancer yearly horoscope. Yeah, droll. Google is home Eighteen years later, Google, now a strapping teenager who has thankfully lost that exclamation mark, is in our lexicon, in our grammar, in our sensibilities, in our jokes, in our bloodstream really. Google is home, with a still sparse homepage. As an aside, there is an apocryphal story about the homepage too. The homepage ap...

“I’ve missed more than 9,000 shots in my career. I’ve lost almost 300 games. 26 times I’ve been trusted to take the game winning shot and missed. I’ve failed over and over and over again in my life and that is why I succeed.” –  Micheal Jordan This is a sentiment which all founders in the Indian startup space will swear by. They have faced ridicule, disapproval and adversity before overcoming it all and building corporate empires. 1. Sachin and Binny Bansal – Flipkart For the Bansals, it’s a story of resilience. Flipkart initially would only sell books online. Sachin and Binny Bansal used to stand outside Gangaram Book Stores on Church Street and hand over Flipkart bookmarks to the people coming out of the shop. In order to make sure that their targeting was right, they would give bookmarks to only those who were coming out with books in hands; the people who have made purchases. Initially when their volumes were very low, their courier partners would refus...

Facebook is testing a variation of its Reactions in which users’ profile pictures replace the count of likes, etc. Reader Meg Coffey, managing director of Coffey & Tea, shared the screenshot to the right with SocialTimes.  A Facebook spokesperson said in an email to SocialTimes: This is a feature we’re testing to a small number of people globally. We don’t have any plans to roll it out more widely at this time. Have you seen anything similar? tell us in comment  source

Facebook is making purchasing through Messenger easier with a new "buy" button that lets users make payments directly in the app. The tool is being tested by several retailers, and the company is planning a wider launch this year. Roughly five months after Facebook opened its Messenger app to let retailers and brands to build e-commerce-enabled chat bots, the social network today launched Messenger Platform v1.2. The updated platform gives retailers more tools to drive shoppers to buy and makes it easier for shoppers to complete purchases through Facebook. Previously, to buy something like a bouquet through 1-800-Flowers’ Messenger bot, you had to click a button that took you out of Messenger to a web page where you had to type in your credit card and shipping information. It was annoying, especially if you had already attached that information to your Facebook Messenger profile in order to send and receive money from friends. Now, people can have Messen...

Consumers can access a website 24 hours and 365 days of the year. We know that the traffic coming to your website plays a crucial role in the ROI. Still, I have seen several small businesses neglecting the analytics part of the website while taking strategic decisions. What they don’t know is that website analytics could be a great marketing toolbox. By measuring and monitoring the Google Analytics metrics, businesses can have a successful marketing strategy. Let me explain you how: Audience location metric It reveals the geographic areas where the content of your website is reaching. If you see a majority of traffic coming from regions outside your primary geographic market, you may have to create new geo-specific strategies for the target audience. Audience engagement metric It shows how effectively your are capturing the attention of the audience. Also, you will get metrics of visitor’s visit duration, number of pages accessed, number of pages viewed etc. If ...

Google definitely wasn’t the first search engine that surfaced the Internet. But Google did things in a better way and provided results that were actually useful. Google hasn’t stopped expanding as a company since that very day. Though SEO is done for all the search engines that exist today, one major search engine that handles most of the traffic on the Internet is Google. Whenever we talk about SEO, people automatically assume that we are talking about optimizing the website for Google. When it comes to SEO, we need to check many factors, both onsite as well as offsite. But if your onsite SEO is not up to the mark, no matter how well you do your offsite SEO, you will not get the results you are expecting. I was checking one of the websites I was doing SEO on, and I found that the website had some serious issues related to Canonicalization. I fixed the issues in no time but also decided that I would work on a post for explaining what Canonicalization means and how can one...

We must be close if Google is actively working on their announcement for when Penguin 4.0 goes live. John Mueller of Google said this at the 44:30 mark into yesterday's hangout on YouTube Live. He said "we are working on an announcement for that there, so like when it's ready we will let you know." That means, Google is already working with press and whomever to make sure they get the Penguin announcement clear and right. John then answered if the Penguin announcement will come before or after it goes live and John said "I don't know about before but we will try to get the the timing so that we don't confuse everyone." So clearly, Google is taking this Penguin release seriously and if they are working on the announcement, it has to be coming fairly soon? As you know, some thought the weekend update was related to Penguin, it was not. It is now over a year and 10 months, almost two years since Penguin 3.0 launched in October 2014. sou...

During InsideLocal webinars, we survey the audience, which consists of 500+ local search consultants and SMB owners. The vast majority of attendees are search consultants/agencies, with 90-95% located in USA and Canada (so the data are skewed to that sector’s experience and location). The results of these polls help to illuminate the scale of specific issues impacting local businesses and the local search community. Q1. What Are The Most Common Local Ranking Issues That Local Businesses Have? Respondents: 336 We gave attendees 5 options to choose from and asked them to pick the 2 most common issues that they find across all the clients they work with or businesses they audit. Given that eachlocal search consultant handles 9 clients on average, we can assume that these experiences are drawn from in excess of 3,000 businesses. Key Findings: Inconsistent citation and NAP (Name, Address, Phone) data is by far the most common issue at 41%. Duplicate Google Places/+Local...

The SEO community is vigorously talking about two Google updates, one with the core web search results and one with the local pack results. Have you checked your Google organic search traffic this morning? If not, you may want to. It seems Google may have tweaked their search ranking algorithm, your site may be ranking higher or lower or the same depending on if this update has impacted your web pages. Google has not yet confirmed the update but based on a lot of chatter in the search community, it seems like an update is indeed happening. To be clear, it seems like there were two updates in the past twenty-four hours. The large update seems to be around core web search, which kicked off earlier this morning or late last night. The second update was likely around local rankings in Google. Google core search ranking update Again, Google has not confirmed that there was an update – we’ve emailed them this morning and we hope they get back to us soon. The search community overall s...

Now only reviews "directly produced by your site" can have local reviews markup, according to Google. Google has updated their local business reviews guidelines around when you can use the schema markup on the reviews and when you cannot. Here is the new list of guidelines: Snippets must not be written or provided by the business or content provider unless they are genuine, independent, and unpaid editorial reviews. Reviews must allow for customers to express both positive and negative sentiments. They may not be vetted by the business or restricted by the content provider based on the positive/negative sentiment of the review before submission to Google. Reviews cannot be template sentences built from data or automated metrics. For example, the following is not acceptable: “Based on X number of responses, on average people experienced X with this business.” Reviews for multiple-location businesses such as retail chains or franchises can only be submit...