10 things not to do adding social sharing to your site
DESCRIPTION
Integrating your web site with social media and blogging platforms, like Facebook, Twitter or Tumblr, seems like a no brainer. Just throw up some share buttons and watch the traffic flow in. This will present a number of different approaches that Polyvore (www.polyvore.com) tried, some of the technical pain points and show what worked… and what didn't.Slides from Polyvore Tech Talk #2TRANSCRIPT
Discover your style
Discover your style
Discover your style
04/08/2023
5Discover your style
Why share? Page views, visitors
o Advertisingo Marketingo Organic, by your own users
o Posts by bloggerso Tweets on Twittero Likes on Facebooko…
Discover your style
Discover your style
Facebook500M
Twitter200M
Tumblr19M
Your Site
Word-press19M
You
The Organic Game Plan
04/08/2023
8Discover your style
1. I know what’s going on
Nothing does what you expect
04/08/2023
9Discover your style
Nothing does what you expect
o Don’t assume something is working the way you think it iso Facebook > Twitter > Tumblr …o StumbleUpon WTF?!
o Measure, instrument and iterateo CTR and actions on your site
oGA + your own measuring systemo Activity on others
o Facebook insightso3rd party providers like awe.sm
04/08/2023
10Discover your style
2. I’ll focus on the CTR on my site
Don’t be so narrow. Its part of a larger loop
Discover your style
User 1 likes set(20%)
Its part of a larger loop
Discover your style
User 2 sees like in their stream
(10%)
Its part of a larger loop
Discover your style
User 2 clicks on link(1%)
Its part of a larger loop
Discover your style
User 2 starts using site
(10%)
Its part of a larger loop
Discover your style
User 2 sees like in their stream
(10%)
User 2 clicks on link(1%)
User 2 starts using site
(10%)
User 1 likes set(20%)
Its part of a larger loop
04/08/2023
16Discover your style
3. Users want to share
Not really, not all the time
Discover your style
25%
75%
Not really, not all the time
04/08/2023
18Discover your style
4. One size fits allNo. Bloggers and social sharers have different goals
04/08/2023
19Discover your style
Bloggers and social sharers have different goals
o Bloggers want editorial controlo Don’t publish as often, only their stuffo Care a lot about presentation
o Social sharers like to share ofteno Care less about the message they are sharingo Opportunistic, any content will doo Quick and easy wins
o Optimize dialogs for one or the other
Discover your style
Optimizing Social Sharing on Publish
04/08/2023
21Discover your style
5. All shares are equal
Nope. One share isn’t as good as the next
04/08/2023
22Discover your style
Facebook, Twitter
o Lots of peopleo Content is short-livedo Environment is noisyo Viewership may be smallo Content may not even show upo Low match to reader interest
04/08/2023
23Discover your style
Bloggers
o Fewer people to share your content
o Adds SEO valueo Content richer, lasts
longero Rendering on multiple
platforms is painful
04/08/2023
24Discover your style
6. Users can read
But they don’t and won’t
Discover your style
They don’t and won’t
04/08/2023
26Discover your style
7. Wizards are better than complex forms
Breaking a dialog up won’t help
Discover your style
Discover your style
VS
Discover your style
VS
Progressive permissions vs Single login
04/08/2023
30Discover your style
Breaking a dialog up won’t help
o Wizards aren’t always the answer to a complex set of actionso If “cancel” is an option…
o Put something you want them to do with something they want to do
o One scary FB dialog > multiple less scary FB dialogs
04/08/2023
31Discover your style
8. More networks = better
Less is more, or at least the same
04/08/2023
32Discover your style
Less is more, or at least the same
o Overlap between networkso Vertical networks are better than general
oneso How many do you really need for 90%
coverage? 1? 2? 3?o Placing 50 buttons is kind of hardo Picking 1 icon from 50 is too
04/08/2023
33Discover your style
9. Make complex simple … by hiding
This really works …
Discover your style
This really works … it does… errr, too well
04/08/2023
35Discover your style
10. Something we didn’t mention?
Come work at Polyvore and let us know
04/08/2023
36Discover your style
Conclusion
o Segment your userso Know what each group wants
o Choose your momento Pushing icons everywhere isn’t going to work
o Cliché: keep it simpleo Do your users really need that option?
o Measure, measure, measureo Keep track of the loop
Discover your style
Thank You
Questions?
Discover your style
How Big is Polyvore?
1M sets
Sets created monthly
1.5M clips
Images clipped monthly
10M visitors
Unique visitors to Polyvore monthly
140M views
Pageviews on Polyvore monthly
7 minutes
Average time on site
12.4%
Of Polyvore’s users visit 100+ times monthly
Discover your style
35M impressions
Impressions on blogs & other websites
Get impressions from FB