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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, Stumbleupon
Site        URL                 Audience         Classification:              Year       Alexa          Pros                 Cons
                                demographics     Distinguishing Features,     Launched   global/us
                                                 Claim to Fame                           traffic rank
Delicious   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
                                education

Digg        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 with

Reddit      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 with

Pinterest   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.                                                      waitlist
Stumble-    www.stumbleupon     Primarily        Discovery/                   2001       125/82         Especially good      No support for
upon        .com/               female, 18-24,   Recommendation engine                                  for traffic          Safari
                                some college                                                            generation
Social Bookmarking and News Tools: Cheat Sheet, Part 2:
                            Trover, Slashdot, Instapaper, Flipboard
Site         URL                Audience         Classification:            Year       Alexa          Pros                  Cons
                                demographics     Distinguishing Features,   Launched   global/us
                                                 Claim to Fame                         traffic rank
Trover       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
                                                                                                      community
Slashdot     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 discussions
Instapaper   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 a
So 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 site's
                      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
                                                                                                               Alexa

Lets users create, share, and
invite contributors to stacks,                                                   ComScore
“playlists for the web.”
                                      Household Income
Lets 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
                                                  Quantcast
founders 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 stacks
share 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                                   Shareaholic
Is a social bookmarking tool
                                                                   Unique visitors increased by
                                                                   429% from Sep to Dec 2011
Is a virtual pinboard that
allows users to “pin” images                                                            Compete

they find on the web.

Images are “re-pinned”,               11 million visits a week
shared 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
Delicious pinterest and other social bookmarking and news tools
Delicious pinterest and other social bookmarking and news tools
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 (Where's 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.                                            It's 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,
                                                                                                                       founder

PINTEREST FOR NON-PROFITS
Aggregate content and tools that          Keep the story alive       Connect with people and                 Collaboration
empower your supporters to                As new pins are added to   build the community                     and product
spread the word                           a board, they appear in    People find content because it’s re-    development
They have a blog and a Facebook — but     followers’ streams,        shared by their friends, or by          Boards are perfect for
Pinterest gives them the opportunity to   generating likes,          searching on Pinterest around           collaborate on a
collect all of those resources in one     comments and re-pins,      keywords or browsing content            prototype or generate
central 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 USE PINTEREST?
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

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Delicious pinterest and other social bookmarking and news tools

  • 1. Social Bookmarking & Social News Tools Connie Rock (@rock_writes) Melissa de Andrade (@MelissdeAndrade)
  • 2. 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
  • 3. 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
  • 4. Social Bookmarking and News Tools: Cheat Sheet, Part 1: Delicious, Digg, Reddit, Pinterest, Stumbleupon Site URL Audience Classification: Year Alexa Pros Cons demographics Distinguishing Features, Launched global/us Claim to Fame traffic rank Delicious 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 education Digg 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 with Reddit 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 with Pinterest 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. waitlist Stumble- www.stumbleupon Primarily Discovery/ 2001 125/82 Especially good No support for upon .com/ female, 18-24, Recommendation engine for traffic Safari some college generation
  • 5. Social Bookmarking and News Tools: Cheat Sheet, Part 2: Trover, Slashdot, Instapaper, Flipboard Site URL Audience Classification: Year Alexa Pros Cons demographics Distinguishing Features, Launched global/us Claim to Fame traffic rank Trover 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 community Slashdot 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 discussions Instapaper 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
  • 6. 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 a So 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 site's 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
  • 7. 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 Alexa Lets users create, share, and invite contributors to stacks, ComScore “playlists for the web.” Household Income Lets 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 Quantcast founders 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
  • 8. 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 stacks share content links Delicious? Create Follow actiontags stacks Track backlinks
  • 9. 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 Shareaholic Is a social bookmarking tool Unique visitors increased by 429% from Sep to Dec 2011 Is a virtual pinboard that allows users to “pin” images Compete they find on the web. Images are “re-pinned”, 11 million visits a week shared 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
  • 12. 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.
  • 13. CASE STUDY WTF for Lung Cancer Non-profit "WTF (Where's 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. It's 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, founder PINTEREST FOR NON-PROFITS Aggregate content and tools that Keep the story alive Connect with people and Collaboration empower your supporters to As new pins are added to build the community and product spread the word a board, they appear in People find content because it’s re- development They have a blog and a Facebook — but followers’ streams, shared by their friends, or by Boards are perfect for Pinterest gives them the opportunity to generating likes, searching on Pinterest around collaborate on a collect all of those resources in one comments and re-pins, keywords or browsing content prototype or generate central 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.
  • 14. 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
  • 15. 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
  • 16. HOW TO USE PINTEREST?
  • 17. 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

Editor's Notes

  1. 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