10 things not to do adding social sharing to your site

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Discover your style 10 Things Not To Do Adding Social Sharing to your site [email protected]

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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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Page 1: 10 Things Not To Do Adding Social Sharing to Your Site

Discover your style

10 Things Not To DoAdding Social Sharing to your site

[email protected]

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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…

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Facebook500M

Twitter200M

Tumblr19M

Your Site

Word-press19M

You

The Organic Game Plan

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1. I know what’s going on

Nothing does what you expect

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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

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2. I’ll focus on the CTR on my site

Don’t be so narrow. Its part of a larger loop

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User 1 likes set(20%)

Its part of a larger loop

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User 2 sees like in their stream

(10%)

Its part of a larger loop

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User 2 clicks on link(1%)

Its part of a larger loop

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User 2 starts using site

(10%)

Its part of a larger loop

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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

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3. Users want to share

Not really, not all the time

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25%

75%

Not really, not all the time

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4. One size fits allNo. Bloggers and social sharers have different goals

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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

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Optimizing Social Sharing on Publish

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5. All shares are equal

Nope. One share isn’t as good as the next

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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

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Bloggers

o Fewer people to share your content

o Adds SEO valueo Content richer, lasts

longero Rendering on multiple

platforms is painful

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6. Users can read

But they don’t and won’t

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They don’t and won’t

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7. Wizards are better than complex forms

Breaking a dialog up won’t help

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VS

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VS

Progressive permissions vs Single login

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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

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8. More networks = better

Less is more, or at least the same

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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

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9. Make complex simple … by hiding

This really works …

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This really works … it does… errr, too well

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10. Something we didn’t mention?

Come work at Polyvore and let us know

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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

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Thank You

Questions?

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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

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35M impressions

Impressions on blogs & other websites

Get impressions from FB