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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
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
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