Date post: | 08-May-2015 |
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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:The Big Sexy Buzz
SOCIAL MEDIA & SEO
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
“It’s better to be popular than right.” - Mark Twain
MAIN PRINCIPLE
> Catalyzing Natural Link Growth
REALISTIC ROLE
> Producing Link-Worthy Content> Taking Luck Out of the Equation
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
SOCIAL PLATFORMS
Digg.com
> Onsite voting> Tough to succeed> Can get “buried”> Large traffic spike> Success: home page
StumbleUpon.com
> Toolbar voting> Not as tough to succeed> Can get down-thumbed> Lower total, more gradual 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
> Way more votes required > Less “illegitimate” content> Hot in any upcoming ≠ home page> Recommendation engine
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
STUMBLEUPON
Strategies
> Sending a page to a friend forces a view> Should be tagged with popular categories > Reviews increase chances of views exploding
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
DIGG STRATEGIES & CONCERNS
> CONTENT
> PLATFORM
> SUBMITTER
> CATEGORY
> (VOTE) SOLICITATION
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
CONTENT - STRATEGIES
Approval = Perception of Quality and Enjoyment
Time Taken to Enjoy
Give Quality
> They like to laugh, but deride FAILed attempts at humor> They appreciate hard work, but deride build-content-quick schemes> They like learning> 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
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
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 - TRUST
Both Digg staff and users value trust. Unfortunately, trust isn’t easy to earn.
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
The numbers
> 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
The (frightening) bottom line...
> Only 6-8 text articles with juicy text from non-trusted domainsare 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 to share a piece of the pie ;)
PLATFORM - OPTIONS
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
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 Blog
> Ultimate Content Flexibility> Content & Link Variety Means Less Suspicion> Subsidized Asset Building> New Income Stream
> Tough Sell> Development Costs> Zero Client Brand Extension
SUBMITTER
> Domains are trusted, but so are people.
> Less likely to be buried
> Immediate friend votes
> Strong accounts natural to combine with “shout”
> +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!)
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
CATEGORY
> 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
VOTE SOLICITATION
Solicitation
> Exchanges> Instant Messaging> In-Site Communication Services> Vote on lots of stories
Average time to hit
> ~12-15 hours of work
# of votes to hit the home
> Less than 50: 10%> 50-100: 40%> 101-150: 30%> 151-200: 9%> 200+: 11%
Less votes on weekend… but less help around…
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
WEIGHTED FACTORS FOR DIGG SUCCESS
Platform:
Content:
Submitter:
Category:
Solicitation:
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
WEIGHT VS ACTUAL DIFFICULTY
Platform:Difficulty:
Content:Difficulty:
Submitter:Difficulty:
Category:Difficulty:
Solicitation:Difficulty:
SOCIAL MEDIA METRICS - LINKS
> Generally peak between 1-3 months after the push> Content determines Digg success, but also backlinks> Successful on Digg vs linkability> 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 gets a much sharper spike than StumbleUpon> You can try multiple pushes on StumbleUpon> 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 - 3,000 100 – 1,000
Good Success 3,000 – 50,000 1,000 - 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.