10 Things Not To Do Adding Social Sharing to Your Site

Download 10 Things Not To Do Adding Social Sharing to Your Site

Post on 07-Nov-2014

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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 #2

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1. 10 Things Not To DoAdding Social Sharing to your sitejonathan@polyvore.com 2. 3. 4. 5. Why share? Page views, visitorsAdvertisingMarketingOrganic, by your own usersPosts by bloggersTweets on TwitterLikes on Facebook5/23/115 6. 7. Facebook500MWord-press19MTwitter200MYouYour SiteTumblr19MThe Organic Game Plan 8. 1. I know whats going onNothing does what you expect5/24/118 9. Nothing does what you expectDont assume something is working the way you think it isFacebook > Twitter > Tumblr StumbleUpon WTF?!Measure, instrument and iterateCTR and actions on your siteGA + your own measuring systemActivity on othersFacebook insights3rd party providers like awe.sm5/23/119 10. 2. Ill focus on the CTR on my siteDont be so narrow. Its part of a larger loop5/24/1110 11. User 1 likes set(20%)Its part of a larger loop 12. User 2 sees like in their stream(10%)Its part of a larger loop 13. User 2 clicks on link(1%)Its part of a larger loop 14. User 2 starts using site(10%)Its part of a larger loop 15. User 2 sees like in their stream(10%)User 2 clicks on link(1%)User 1 likes set(20%)User 2 starts using site(10%)Its part of a larger loop 16. 3. Users want to shareNot really, not all the time5/24/1116 17. 25%75%Not really, not all the time 18. 4. One size fits allNo. Bloggers and social sharers have different goals5/24/1118 19. Bloggers and social sharers have different goalsBloggers want editorial controlDont publish as often, only their stuffCare a lot about presentationSocial sharers like to share oftenCare less about the message they are sharingOpportunistic, any content will doQuick and easy wins Optimize dialogs for one or the other5/24/1119 20. Optimizing Social Sharing on Publish 21. 5. All shares are equalNope. One share isnt as good as the next5/23/1121 22. Facebook, TwitterLots of peopleContent is short-livedEnvironment is noisyViewership may be smallContent may not even show upLow match to reader interest5/23/1122 23. BloggersFewer people to share your contentAdds SEO valueContent richer, lasts longerRendering on multiple platforms is painful5/23/1123 24. 6. Users can readBut they dont and wont5/23/1124 25. They dont and wont 26. 7. Wizards are better than complex formsBreaking a dialog up wont help5/24/1126 27. 28. VS 29. VSProgressive permissions vs Single login 30. Breaking a dialog up wont helpWizards arent always the answer to a complex set of actionsIf cancel is an optionPut something you want them to do with something they want to doOne scary FB dialog > multiple less scary FB dialogs5/23/1130 31. 8. More networks = betterLess is more, or at least the same5/24/1131 32. Less is more, or at least the sameOverlap between networksVertical networks are better than general onesHow many do you really need for 90% coverage? 1? 2? 3?Placing 50 buttons is kind of hardPicking 1 icon from 50 is too5/23/1132 33. 9. Make complex simple by hidingThis really works 5/24/1133 34. This really works it does errr, too well 35. 10. Something we didnt mention?Come work at Polyvore and let us know5/23/1135 36. ConclusionSegment your usersKnow what each group wantsChoose your momentPushing icons everywhere isnt going to workClich: keep it simpleDo your users really need that option?Measure, measure, measureKeep track of the loop5/24/1136 37. Thank YouQuestions? 38. How Big is Polyvore?1M setsSets created monthly10M visitorsUnique visitors to Polyvore monthly7 minutesAverage time on site1.5M clipsImages clipped monthly12.4%Of Polyvores users visit 100+ times monthly140M viewsPageviews on Polyvore monthly 39. Get impressions from FB35M impressionsImpressions on blogs & other websites