FRAMEWORK FOR MEASURING SOCIAL QUALITY OF CONTENT BASED ON USER SHARING BEHAVIOR

Nanda KishoreChief Technology Officer, ShareThis

nanda@sharethis.com

Leader in Sharing & Social Targeting

Proprietary sharing platform enables mass data collection, advanced analytics, and effective ad targeting that powers superior monetization

Ubiquitous Sharing Platform

User shares content to their social media channel of choice via ShareThis widget

Massive Data Collection

All shared content is indexed via keywords and user is cookied by keyword categories

Ads are served to users who have shared or consumed content related to keywords

Targeted Ad HereTargeted Ad Here

Social Targeting

Highly effective ad campaigns have resulted in significant traction from premium brands

Superior Monetization

Largest Ecosystem For Sharing & Engagement

ShareThis Sharing Solutions

Sharing Is Bigger Than Any Single Platform

• Each share = 8-10x visits• For each FB share there are 2x more

shares happening across web• Social visitors are more engaged

SHARING IS PEOPLE-CENTRIC, DYNAMIC AND NUANCED

SHARING IS USER-CURATION AT SCALE – A GOOD PREDICTOR OF CONTENT QUALITY

Social Quality Index - SQI

For Publishers: editorial guidance, engaged audiences

For Advertisers: new, powerful way to target audiences engaged and sharing the most social content

SQI Ranking Based on Social Engagement

Sites are scored on 27 content categories

To

tal

Tra

ffic

High SQI

Low SQI

Avg.

Social Component of Total Traffic

High Social Component

Low Social Component

Users on SQI sites are 40%

more likely to click through to

an advertiser site

Targeted audiences on SQI sites

are 2x more likely to visit the

advertiser site

SQI sites drive 15% more new

visitors to an advertisers site

40%40%

2x2x

15%15%

SQI Methodology

19+ Billion Monthly Events

19+ Billion Monthly Events

Domain & Category

SQI Scores

Domain & Category

SQI Scores

Hadoop/HDFS frameworkHadoop/HDFS framework

Distribution of SQI Sites

SQI 5+SQI 5+

SQI > 9SQI > 9

SQI for Publishers – Summary

SQI score – social activity relative to network “Social PageRank”

SQI for Publishers – Content Insights

Network-wide insights & editorial guidance drives engaged users

High SQI Sites - Examples

Tech

itworld.commashable.com

tech.fortune.cnn.cominfoworld.com

visual.ly

Sports

Boxingscene.comNikeinc.comEspn.go.com

Cowboysblog.dallas.news.comThepostgame.com

Fashion

collegefashionista.comneimanmarcus.com

vogue.comstylisheve.com

nicolerichie.com

SQI for Advertisers – Brand Study (Electronics)

0

10%

20%

30%

40%

63%lift

31%lift

Control

Exposed

High SQI Regular Overall Campaign

Metric: Which brand do you consider to be leading the home appliance market?

High SQI Sites = Higher propensity to respond to brand messages

SQI for Advertisers – Food & Drink Example

AverageCTR – 0.09%

AverageCTR – 0.09%

SQI Campaign

start

SQI Campaign

start

AverageCTR – 0.15%

AverageCTR – 0.15%

Thank You

Social Quality Index - SQI

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