10 Things Not To Do Adding Social Sharing to Your Site

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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

TRANSCRIPT

  • 1. 10 Things Not To DoAdding Social Sharing to your site
    jonathan@polyvore.com
  • 2.
  • 3.
  • 4.
  • 5. Why share? Page views, visitors
    Advertising
    Marketing
    Organic, by your own users
    Posts by bloggers
    Tweets on Twitter
    Likes on Facebook

    5/23/11
    5
  • 6.
  • 7. Facebook
    500M
    Word-
    press
    19M
    Twitter
    200M
    You
    Your Site
    Tumblr
    19M
    The Organic Game Plan
  • 8. 1. I know whats going on
    Nothing does what you expect
    5/24/11
    8
  • 9. Nothing does what you expect
    Dont assume something is working the way you think it is
    Facebook > Twitter > Tumblr
    StumbleUpon WTF?!
    Measure, instrument and iterate
    CTR and actions on your site
    GA + your own measuring system
    Activity on others
    Facebook insights
    3rd party providers like awe.sm
    5/23/11
    9
  • 10. 2. Ill focus on the CTR on my site
    Dont be so narrow. Its part of a larger loop
    5/24/11
    10
  • 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 share
    Not really, not all the time
    5/24/11
    16
  • 17. 25%
    75%
    Not really, not all the time
  • 18. 4. One size fits all
    No. Bloggers and social sharers have different goals
    5/24/11
    18
  • 19. Bloggers and social sharers have different goals
    Bloggers want editorial control
    Dont publish as often, only their stuff
    Care a lot about presentation
    Social sharers like to share often
    Care less about the message they are sharing
    Opportunistic, any content will do
    Quick and easy wins
    Optimize dialogs for one or the other
    5/24/11
    19
  • 20. Optimizing Social Sharing on Publish
  • 21. 5. All shares are equal
    Nope. One share isnt as good as the next
    5/23/11
    21
  • 22. Facebook, Twitter
    Lots of people
    Content is short-lived
    Environment is noisy
    Viewership may be small
    Content may not even show up
    Low match to reader interest
    5/23/11
    22
  • 23. Bloggers
    Fewer people to share your content
    Adds SEO value
    Content richer, lasts longer
    Rendering on multiple platforms is painful
    5/23/11
    23
  • 24. 6. Users can read
    But they dont and wont
    5/23/11
    24
  • 25. They dont and wont
  • 26. 7. Wizards are better than complex forms
    Breaking a dialog up wont help
    5/24/11
    26
  • 27.
  • 28. VS
  • 29. VS
    Progressive permissions vs Single login
  • 30. Breaking a dialog up wont help
    Wizards arent always the answer to a complex set of actions
    If cancel is an option
    Put something you want them to do with something they want to do
    One scary FB dialog > multiple less scary FB dialogs
    5/23/11
    30
  • 31. 8. More networks = better
    Less is more, or at least the same
    5/24/11
    31
  • 32. Less is more, or at least the same
    Overlap between networks
    Vertical networks are better than general ones
    How many do you really need for 90% coverage? 1? 2? 3?
    Placing 50 buttons is kind of hard
    Picking 1 icon from 50 is too
    5/23/11
    32
  • 33. 9. Make complex simple by hiding
    This really works
    5/24/11
    33
  • 34. This really works it does errr, too well
  • 35. 10. Something we didnt mention?
    Come work at Polyvore and let us know
    5/23/11
    35
  • 36. Conclusion
    Segment your users
    Know what each group wants
    Choose your moment
    Pushing icons everywhere isnt going to work
    Clich: keep it simple
    Do your users really need that option?
    Measure, measure, measure
    Keep track of the loop
    5/24/11
    36
  • 37. Thank You
    Questions?
  • 38. How Big is Polyvore?
    1M sets
    Sets created monthly
    10M visitors
    Unique visitors to Polyvore monthly
    7 minutes
    Average time on site
    1.5M clips
    Images clipped monthly
    12.4%
    Of Polyvores users visit 100+ times monthly
    140M views
    Pageviews on Polyvore monthly
  • 39. Get impressions from FB
    35M impressions
    Impressions on blogs & other websites