10 Things Not To Do Adding Social Sharing to Your Site
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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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10 Things Not To Do Adding Social Sharing to Your Site
- 1. 10 Things Not To DoAdding Social Sharing to your site jonathan@polyvore.com
- 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
- 7. Facebook 500M Word- press 19M Twitter 200M You Your Site Tumblr 19M The Organic Game Plan
- 8. 1. I know what’s going on Nothing does what you expect 5/24/11 8
- 9. Nothing does what you expect Don’t 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. I’ll focus on the CTR on my site Don’t 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 Don’t 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 isn’t 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 don’t and won’t 5/23/11 24
- 25. They don’t and won’t
- 26. 7. Wizards are better than complex forms Breaking a dialog up won’t help 5/24/11 26
- 28. VS
- 29. VS Progressive permissions vs Single login
- 30. Breaking a dialog up won’t help Wizards aren’t 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 didn’t 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 isn’t going to work Cliché: keep it simple Do your users really need that option? Measure, measure, measure Keep track of the loop 5/24/11 36
- 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 Polyvore’s users visit 100+ times monthly 140M views Pageviews on Polyvore monthly
- 39. Get impressions from FB 35M impressions Impressions on blogs & other websites
Editor's Notes
- AdvertisingCosts moneyMarketingCosts moneyOrganic, by your own usersPosts by bloggersLinks shared on TwitterLikes on FacebookFree
- So heres the game plan. You slap those lovely share buttons all over your site and watch this huge surge of traffic come back…
- Polyvore has spent a lot of time creating ways of measuring site activity.Can instrument, push to production and measure get results in under an hour
- Think about what needs to happen before you get the return trafficYou’ll loose potential people at all points on the loopIs better to increase a step where you loose 90% of the clicks than where you loose 10% But you may not have much control over it
- Think about what needs to happen before you get the return trafficYou’ll loose potential people at all points on the loopIs better to increase a step where you loose 90% of the clicks than where you loose 10% But you may not have much control over it
- Think about what needs to happen before you get the return trafficYou’ll loose potential people at all points on the loopIs better to increase a step where you loose 90% of the clicks than where you loose 10% But you may not have much control over it
- Think about what needs to happen before you get the return trafficYou’ll loose potential people at all points on the loopIs better to increase a step where you loose 90% of the clicks than where you loose 10% But you may not have much control over it
- Think about what needs to happen before you get the return trafficYou’ll loose potential people at all points on the loopIs better to increase a step where you loose 90% of the clicks than where you loose 10% But you may not have much control over it
- Just because you add the links won’t get people to click on itAlign sharing opportunities with other actions the user is takingShare on publish vs Share from set page75% of set shares happen at publish time
- Just because you add the links won’t get people to click on itAlign sharing opportunities with other actions the user is takingShare on publish vs Share from set page75% of set shares happen at publish time
- People don’t read explanatory textHave to make it easy to understand and straight forward without textMakes no difference to completion
- Wizardsarent always good
- Publish setProgressive Facebook login not worth it
- Will users do this? NoAutomatic cross postingUI clutter
- How do you get all those possibilities and configuration choices in your UI?No-one will click on “advanced” or “edit” or toggles or zippies or …It should be in the dialog or it shouldn’tMake the decision