Emerging Social and New Media Landscape | NVI (March 11th 2009)

INTERACTIVE STRATEGY - 55, AV. MT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 T 514.524.7149 NVISOLUTIONS.COM

SOCIAL MEDIA:Emerging Social & New Media Landscape

SOCIAL PLATFORMS

Digg.com

> Onsite voting> All or none> Tough to succeed> Can get “buried”> Large traffic spike> Success = home page

StumbleUpon.com

> Toolbar voting> Proportional results> 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

DIGG

Then and Now

> Many more votes required > Less “illegitimate” content> Hot in any upcoming ≠ home page> Recommendation engine


STUMBLEUPON

Strategies

> Sending a page to a friend forces a view> Supplementing with bought traffic> Reviews increase chances of views exploding


IMPORTANCE VS ACTUAL DIFFICULTY

DIGG STUMBLEUPON

Platform:Difficulty:

Content:Difficulty:

Submitter:Difficulty:

Category:Difficulty:

Solicitation:Difficulty:

Platform:Difficulty:

Content:Difficulty:

Submitter:Difficulty:

Category:Difficulty:

Solicitation:Difficulty:


CONTENT – GENERAL 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, and deride build-content-quick schemes> They like learning (How-tos work especially well on StumbleUpon)> 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


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

PLATFORM - OPTIONS


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

PLATFORM - TRUST


DIGG:

> 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> Only 6-8 text articles with juicy text from non-trusted domains are 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 sharing a piece of the pie ;)

STUMBLEUPON:

> Platform trust not as much of an issue. The site still shouldn’t seem commercial, but users aren’t as strict

SUBMITTER

DIGG:

> Domains are trusted, but so are people.> Less likely to be buried> Immediate friend votes> +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!)

STUMBLEUPON:

> Not as important as with Digg. although popular users are more

likely to get views and reviews



CATEGORIES & TAGS

DIGG:

> 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

STUMBLEUPON:

> Choose best combination of most popular and most relevant tags for submission (humor, bizarre, etc.)

VOTE SOLICITATION

DIGG:

Method

> Instant Messaging> In-Site Communication (shouts)> Vote on lots of stories

Number of votes to hit the home

> Less than 50: 10%> 50-100: 40%> 101-150: 30%> 151-200: 9%> 200+: 11%

Less votes required on weekend… but less help around…


STUMBLEUPON:

Method

> Instant Messaging> Sharing with stumble friends> Contacting stumblers in “groups”

SOCIAL MEDIA METRICS - LINKS

> Generally peak between 1-3 months after the push> Content determines Digg success, but also backlinks> Time of day hitting the home page


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…

SOCIAL MEDIA METRICS - TRAFFIC

> Digg traffic spike much sharper than SU> You can try multiple pushes with the same content on SU> Time of day hitting the home page


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.

THANKS!

> Site: www.nvisolutions.com/index_en.php> Blog: www.nvisolutions.com/blog> Email: [email protected] > Phone: 1-514-524-7149


Emerging Social and New Media Landscape | NVI (March 11th 2009)

Technology