social media the big sexy buzz | nvi (november 11th 2008)

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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

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Presentation gave by Guillaume Bouchard, NVI, at Pubcon 08 in Vegas

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Page 1: Social Media The Big Sexy Buzz | NVI (November 11th 2008)

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

Page 2: Social Media The Big Sexy Buzz | NVI (November 11th 2008)

SOCIAL MEDIA & SEO

INTERACTIVE STRATEGY – NVISOLUTIONS.COM

“It’s better to be popular than right.” - Mark Twain

Page 3: Social Media The Big Sexy Buzz | NVI (November 11th 2008)

MAIN PRINCIPLE

> Catalyzing Natural Link Growth

REALISTIC ROLE

> Producing Link-Worthy Content> Taking Luck Out of the Equation

INTERACTIVE STRATEGY – NVISOLUTIONS.COM

Page 4: Social Media The Big Sexy Buzz | NVI (November 11th 2008)

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

Page 5: Social Media The Big Sexy Buzz | NVI (November 11th 2008)

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

Page 6: Social Media The Big Sexy Buzz | NVI (November 11th 2008)

INTERACTIVE STRATEGY – NVISOLUTIONS.COM

DIGG STRATEGIES & CONCERNS

 > CONTENT

> PLATFORM

> SUBMITTER

> CATEGORY

> (VOTE) SOLICITATION

Page 7: Social Media The Big Sexy Buzz | NVI (November 11th 2008)

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

Page 8: Social Media The Big Sexy Buzz | NVI (November 11th 2008)

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

Page 9: Social Media The Big Sexy Buzz | NVI (November 11th 2008)

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 ;)

Page 10: Social Media The Big Sexy Buzz | NVI (November 11th 2008)

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

Page 11: Social Media The Big Sexy Buzz | NVI (November 11th 2008)

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

Page 12: Social Media The Big Sexy Buzz | NVI (November 11th 2008)

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

Page 13: Social Media The Big Sexy Buzz | NVI (November 11th 2008)

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

Page 14: Social Media The Big Sexy Buzz | NVI (November 11th 2008)

INTERACTIVE STRATEGY – NVISOLUTIONS.COM

WEIGHTED FACTORS FOR DIGG SUCCESS

 Platform:

Content:

Submitter:

Category:

Solicitation:

Page 15: Social Media The Big Sexy Buzz | NVI (November 11th 2008)

INTERACTIVE STRATEGY – NVISOLUTIONS.COM

WEIGHT VS ACTUAL DIFFICULTY

 

Platform:Difficulty:

Content:Difficulty:

Submitter:Difficulty:

Category:Difficulty:

Solicitation:Difficulty:

Page 16: Social Media The Big Sexy Buzz | NVI (November 11th 2008)

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…

Page 17: Social Media The Big Sexy Buzz | NVI (November 11th 2008)

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.