Date post: | 21-Oct-2014 |
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Technology |
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INTERACTIVE STRATEGY - 55, AV. MT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 T 514.524.7149 NVISOLUTIONS.COM
SOCIAL MEDIA:Do Big Companies Get It?
SOCIAL PLATFORMS
Digg.com
> Onsite + toolbar voting> All or none> Tough to succeed> Can get “buried”> Large 1-day sharp traffic spike> Success = home page
StumbleUpon.com
> Toolbar voting> Proportional results> Not as tough to succeed> Can get down-thumbed> Gradual, multiple day spike> Success = recommendation
surge
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
Worth a look- Propeller.comAOL.com showcase
- Reddit.comIntelligent, savvy crowd
- Mixx.comDo-follow links
- Buzz.yahoo.comYahoo.com showcase
DIGG
Then and Now
> Less “illegitimate” content> Hot in any upcoming ≠ home page> Toolbar> Keyword recommendations> No more shouts
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
STUMBLEUPON
Strategies
> Sending a page to a friend forces a view> Supplementing with bought traffic> Reviews increase chances of views exploding
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
IMPORTANCE VS ACTUAL DIFFICULTY
DIGG STUMBLEUPON
Platform:Difficulty:
Content:Difficulty:
Submitter:Difficulty:
Category:Difficulty:
Solicitation:Difficulty:
Platform:Difficulty:
Content:Difficulty:
Submitter:Difficulty:
Category:Difficulty:
Solicitation:Difficulty:
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
CONTENT – GENERAL STRATEGIES
Approval =
Perception of Quality and Enjoyment
Time Taken to EnjoyGive Quality
> They like to laugh, but deride FAILed attempts at humor> They appreciate hard work. No build-content-quick schemes> They like learning (How-tos work well on StumbleUpon)> They tend to follow their community’s (dis)approval> They do not like spam, or SEO & marketing, for that matter
Save Time
> They don’t want too much text> They want to be able to skim and get the basic idea> They don’t like having to click unnecessarily> They resent when your server can’t handle their visitorship> They like being able to vote right away
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CONTENT – SEO CONCERNS
Keyword Use
> Blog titles for backlink with great anchor text> Page titles can have more keywords
Interlinking
> Wait until after the push to interlink strategically
> Post regularly to dilute
301 Redirection
> Resist the temptation; let the content be
PLATFORM - OPTIONS
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Platform Type
Pros Cons
/blog > Direct Domain Links> Established trust / pagerank> Brand Extension Via Community
> Content Limited by Brand> Flaggable as Spam (Nearly Inevitable Digg Ban)
Client Owned External Blog(new domain)
> Content Freedom> Not Non-Trusted> Link Exchange Potential
> “Wasted” Link juice> More Involved Development (New Brand)> Optimization Increasingly Suspicious Over Time
SEO/SMO Company Owned External Blogs
> Ultimate Content Flexibility> Content & Link Variety Means Less Suspicion> Subsidized Asset Building> New Income Stream
> Tough Sell> Development Costs> Zero Client Brand Extension
PLATFORM - TRUST
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
DIGG:
> Trusted domains account for +90% of home pages> Of non-trusted domains, 30% are images, 10% are videos> ~100-125 stories hit the home page every day> Only 6-8 text articles with juicy text from non-trusted domains are likely to hit the front page of Digg.com per day> This means you either need to work for trusted domains or we should all coordinate ourselves sharing a piece of the pie ;)
STUMBLEUPON:
> Platform trust not as much of an issue. The site still shouldn’t seem commercial, but users aren’t as strict, and comments aren’t as easily
visible
SUBMITTER
DIGG:
> Domains are trusted, but so are people.> Less likely to be buried> Immediate friend votes> +30% of home pages are from top submitters> Some top submitters will eventually find out you work for a
client as you ask them to submit or vote often for the same sites;
they can bypass your company and contact the sites directly
(sweet!)
STUMBLEUPON:
> Not as important as with Digg. Although popular users are more
likely to get views and reviews
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
CATEGORIES & TAGS
DIGG:
> Different categories, different voting requirements> Proportional home page breakdown by category> Still a news site, after all
World & Business is very likely news Sports is 50/50 Lifestyle is less likely and more random
STUMBLEUPON:
> Choose best combination of most popular and most relevant tags for submission (humor, bizarre, etc.)
VOTE SOLICITATION
DIGG:
Method
> Instant Messaging> Twitter (replacing shouts)> Vote on lots of stories
Number of votes to hit the home
> Less than 50: 10%> 50-100: 40%> 101-150: 30%> 151-200: 9%> 200+: 11%
Less votes required on weekend… but less help around… and less traffic!
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
STUMBLEUPON:
Method
> Instant Messaging> Sharing with stumble friends
(many at once now!)> Contacting stumblers in
“groups”
SOCIAL MEDIA METRICS: LINKS
> Generally peak between 1-3 months after the push> Content determines Digg success, but also backlinks> Time of day hitting the home page
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
Levels of Success
Total Y! Site Explorer Links
Total Y! Minus Social Sites (-site: command)
Total Minus Social Sites & Repeated Domain
links
Minimum Success
100 – 300 15 – 50 1 – 5
Good Success
500 – 1,000 50 – 100 6 – 19
Strong Success
1,000 - 10,000 100 – 200 20 – 50+
Of course, whichever totals you want to work with are up to you…
SOCIAL MEDIA METRICS:TRAFFIC
> Digg traffic spike much sharper than SU> Multiple pushes with the same content on
SU> Time of day hitting the home page
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
Levels of Success Digg Spike Total Visits StumbleUpon Spike Total Visits
Minimum Success 500 - 3,000 1,000 - 5,000
Good Success 3,000 - 50,000 5,000 - 15,000
Strong Success 50,000 - 200,000+ 15,000 - 75,000+
After the spike, traffic tends to level off slightly above the pre-push mark.
THANKS!
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