Backlink tracking: Backlink is an incoming/inbound link to a website. Important for SEO because # backlinks is one indication of popularity or importance of website. # backlinks to site one of most important factors for determining search engine ranking.Can use Delicious bookmarklet to keep track of backlinking. Whenever you’re on Delicious, you can click on bookmarklet on a page where you’ve gotton or requested a link, tag it by topic, quality, or type, and you can save it to your bookmarks. Can mark links as private to avoid sharing link building with public. You can also add notes to bookmarks.If you do make backlinks public, you can strengthen page that link is on. Bookmarking on Delicious can help it get revisited by search bots faster. Sources: Stay on Search. Keep Track of Banklinks with Delicious Social Bookmarking: http://www.stayonsearch.com/keep-track-of-backlinks-with-delicious-bookmarks, retrieved February 7.Tagging
Social Bookmarking & Social News Tools Connie Rock (@rock_writes)Melissa de Andrade (@MelissdeAndrade)
AGENDA Social bookmarking and social news defined Tools, tools, tools, and what’s an Alexa rank? Social bookmarking tool demo: Delicious Pinterest and corporate marketing
Social Bookmarking Social Bookmarking is a way for Internet users to organize, store, manage, share, promote, comment and search for links of resources online Social News is a type of Social Bookmarking that is dedicated to current news or a specific type of news such as sports or entertainment. Social News
Social Bookmarking and News Tools: Cheat Sheet, Part 1: Delicious, Digg, Reddit, Pinterest, StumbleuponSite URL Audience Classification: Year Alexa Pros Cons demographics Distinguishing Features, Launched global/us Claim to Fame traffic rankDelicious www.delicious.com Primarily Online social 2003 399/540 Easy to use, Can’t post custom male, 35-44, bookmarking/link sharing: attractive layout, photos for links & graduate Pioneered tagging/social good for visually stacks school bookmarking oriented users educationDigg www.digg.com Primarily Social news: Diggs and 2004 189/No US Wide variety of Not very visually male, 25-34, Buries, a lot of tech focus. rank articles appealing, top users some college Pages that get lots of diggs can quickly sink an are displayed on the article they don’t Home page. agree withReddit www.reddit.com Primarily Social news: Votes up or 2005 115/50 Easy to use Not very visually male, 18-24, down, stories get Stories and appealing, top users some college promoted to front page commentary can can quickly sink an based on popularity be quite offbeat article they don’t and interesting agree withPinterest www.pinterest. Primarily Social image sharing: 2010 129/26 Visually Open beta status: com female, 25-34, Users create and label appealing, voted Need invite to join college theme-based image as one of Time immediately; open collections called boards. Magazine’s top sign-up results in Can repin, like, and 50 websites being put on a comment on other pins. waitlistStumble- www.stumbleupon Primarily Discovery/ 2001 125/82 Especially good No support forupon .com/ female, 18-24, Recommendation engine for traffic Safari some college generation
Social Bookmarking and News Tools: Cheat Sheet, Part 2: Trover, Slashdot, Instapaper, FlipboardSite URL Audience Classification: Year Alexa Pros Cons demographics Distinguishing Features, Launched global/us Claim to Fame traffic rankTrover www.trover.com Primarily Mobile discovery 2011 613,217/ Visually appealing, Needs to augment male, 25 – 44, network: Users can 1196,578 new Lists feature feature set to truly graduate share geotagged images adds distinguish itself school with anyone else on the personalization service. and promotes communitySlashdot www.slashdot.org Primarily “News for nerds”: Social 1997 1,730/ Good moderation Trolling, heavy bias male, 25-34, news site focused on 1,010 by community, toward Linux (not some college technology, with heavy interesting necessarily a con, emphasis on Linux and discussions unless you’re not a open source issues, Linux fan ) user-based moderation of discussionsInstapaper www.instapaper. Primarily Social bookmarking 2008 4,829/ Simplicity, over Visually dense, old- com male, 25-34, (originally online 3,658 140 iPhone an school UI. some graduate bookmarking, but added diPad apps reviewers have had school social sharing and supporting trouble sending browsing in March sending pages to stories to their 2011; users can link Instapaper using Kindle accounts to share Developer API stories)Flipboard www.flipboard. Primarily Social magazine; users 2010 19,960/ Visually appealing, Limited to Apple com male, 25-34, “flip” through their 14,617 combines old- iPad and iPhone; graduate social networking feeds school experience can’t read stories school and feeds from websites of flipping pages when offline that have partnered with social sharing without an with Flipboard features Instapaper account
The traffic rank is based on three months of aggregated historical traffic data from millions of Alexa Toolbar users and data obtained from other, diverse traffic data sources, and is a combined measure of page views and users (reach). As a first step, Alexa computes the reach and number of page views for all sites on the Web on aSo what the heck is daily basis. The main Alexa traffic rank is based on a an Alexa rank, value derived from these two quantities averaged over time (so that the rank of a site reflects both the number anyway? of users who visit that site as well as the number of pages on the site viewed by those users). The three- month change is determined by comparing the sites current rank with its rank from three months ago. For example, on July 1, the three-month change would show the difference between the rank based on traffic during the first quarter of the year and the rank based on traffic during the second quarter. Source: Alexa. About the Alexa Traffic Rankings (2012). Retrieved February 6, 2012, from http://www.alexa.com/help/traffic-learn-more Your own footer
Visitor locales: India: 24.1% Attracts U.S. 17.4%Is a social bookmarking tool ~ ½ million Pakistan 4.6%Is a link sharing tool visitors/month AlexaLets users create, share, andinvite contributors to stacks, ComScore“playlists for the web.” Household IncomeLets users follow, comment • O-15K 19%on, contribute to others’stacks, and save stacks to • 50-100K 23%their favorites • 100-150K 26%Was re-launched by new • 150K+32%owners Avos, run by former Quantcastfounders of YouTube Twitter sees something like 200 million tweets a day, but I bet I can’t even read 1,000 a day… There’s a waterfall of content that you’re missing out on. There are a lot of services trying to solve the information discovery problem, and no one has got it right yet. Steve Chen, Avos co-founder
Import bookmarks to use as portfolio Bookmark Share social links profiles Set up a company What can you Curate content account to do with with stacksshare content links Delicious? Create Follow actiontags stacks Track backlinks
Pinterest Drives More Referral Traffic Than Google Plus, YouTube and LinkedIn Combined User base: 3.6% of referral traffic in January (it was .17% in July)Is a visual social network 3.3 million ShareaholicIs a social bookmarking tool Unique visitors increased by 429% from Sep to Dec 2011Is a virtual pinboard thatallows users to “pin” images Competethey find on the web.Images are “re-pinned”, 11 million visits a weekshared and “liked” in December 2011 40 times the number of 6 months before Experian Hitwise I don’t think that every business can benefit from Pinterest’s traffic. Pinterest is a very visual website – if your business is visual, I would definitely say to go for it Phyllis Cheung, LuxeFinds.com
CASE STUDY LuxeFinds.com 1 Million SMS page views per Luxury lifestyle search engine for women uses for: month after 3 months • Brand exposure after business rebrand and expansion First Outcomes Clicks through Pinterest 1 started almost immediately Brand acceptance: Example text pinners constantly Best moment: pin their logo 2 gained up to 10,000 followers a day RESULTS Example text Pins are repinned 3 roughly 50-75 thousand times a week Low bounce rate: picks of 300 page views in one session CEO Phyllis Cheung typically spends about 2-3 hours pinning per day and try to find around a hundred images to pin.
CASE STUDY WTF for Lung Cancer Non-profit "WTF (Wheres the Funding) for Lung Cancer?" uses for: • Develop a line of sock monkeys called SMAC! (Sock Monkeys Against Cancer). They pinned various attributes of the sock monkeys they wanted to design and interacted with others to create them all virtually. Its a powerful storytelling tool and • Build a visual community through the founder a good way for non-profits to get Jennifer Strauss Windrum’s “Faces of Lung Cancer” their messages out while getting people to talk about their cause board that shows how the disease affects people of a variety of ages and backgrounds. Jennifer Stauss Windrum, founderPINTEREST FOR NON-PROFITSAggregate content and tools that Keep the story alive Connect with people and Collaborationempower your supporters to As new pins are added to build the community and productspread the word a board, they appear in People find content because it’s re- developmentThey have a blog and a Facebook — but followers’ streams, shared by their friends, or by Boards are perfect forPinterest gives them the opportunity to generating likes, searching on Pinterest around collaborate on acollect all of those resources in one comments and re-pins, keywords or browsing content prototype or generatecentral location where supporters can and keeping followers channels. Images have a deep helpful tips from users.easily find and re-share them. engaged. ability to inspire action and engage.
WHY WOULD A BRAND USE PINTEREST? Monitor the Brand Search for mentions and images f of the brand or its products; also see what’s being pinned related to competitors @ Augment SEO strategies Use the description section to write keyword filled text about the business; name boards that include the business name or the city where it is located Pinterest As a Business-to-Business Marketing Tool Create a partnership, get on another company’s radar, find a common inspiration to launch a new campaign together Give the Promote the Brand Sell a Lifestyle, Not Track Trends Brand a Face Image Content Products Imagery will display how Visual brands may be the ones Show people using the brand the business is different See in what users are interested to mostly benefit from a visual and how their lives are better and what it stands for social network because of it
CREATIVE WAYS TO USE PINTEREST FOR MARKETING Create a User-Generated Crowdsource Pinboard Allow other Ask fans to pin pictures Use It Like users to of themselves with their a Focus Group contribute their favorite product of own pins to yours and tag you, and your hosted then you can easily pinboards repin those photos onto Look at the pinners who a VIP board follow your brand — see what they’re pinning and who else they’re Great opportunity to Show potential following. They’re sharing involve fans and customers that your a lot of information about customers in your current users really their interests, passions, marketing like using your dreams and sense of product humor Use this information to your advantage to glean insights about your target consumers
HOW TO PROMOTE A BRAND’S PRESENCE IN PINTEREST Write a blog Add the post Pinterest follow button to the website Follow users that would want to follow your Launch the Pinterest brand back presence with some Promote your brand’s presence on kind of promotion Pinterest through your other social such as a contest networks by encouraging followers/ fans on Facebook, LinkedIn, Google+, and Twitter to follow your pins