#3 the content ﬂow. All 43 tiles posted on Day1. Pinterest.com/espnW #ColdList Pinboard Tiles post 1/day. Link back to espnW.com/ColdList Tiles post 1/day. Tried links to espnW.com/ColdList & Pinboard. Tiles uploaded & tweeted 1/day as Twitter Photos. Tried with and without links to espnW.com/ColdList. Infographics seeded on sub-reddits.Thursday, April 18, 13
espnW.com Shareables All Categories PopularThursday, April 18, 13
#6 TAKE THE TIME. Do a POSTMORTEM.Thursday, April 18, 13
#6 POSTMORTEM FINDINGS WHAT WORKED: 1. Pinterest tiles drive LINKS to W.com/ColdList page. 2. Uploading Cold List tiles as Twitter Photos. 3. Reddit sub-boards drove tons of traﬃc (more...) 4. Driving to the URL was on-point. Our partners will ‘own’ a skinnable environment there. 5. Making each tile a page view on the site. 6. Site sharing is simple. Good UX. 7. Using SHAREABLE OBJECTS to drive to SITE CONTENT.Thursday, April 18, 13
#6 POSTMORTEM FINDINGS WHAT DIDN’T: 1. Our initial goals for increase in Facebook Likes was too high. 2. Also think that goal was oﬀ-base to begin with. 3. Content ﬂow from platforms was oﬀ at ﬁrst. 4. We can better optimize adjacent content on W.com. 5. Need to seed these with more ‘aﬃliates’ and package out. SPLITTING OUR GOALS ALWAYS HURTS US.Thursday, April 18, 13
#6 POSTMORTEM FINDINGS WHAT WAS UNEXPECTED?:Thursday, April 18, 13
TEAMS POSTING TO FB (this is the BU Women’s LAX Team--posted unasked)Thursday, April 18, 13
#6 REDDIT Traﬃc to espnW. Sub-reddits drove 34% of external traﬃc to espnW.com/ColdList!Thursday, April 18, 13
#6 Tiles with text no photos worked best.Thursday, April 18, 13
#6 Most popular... We made up the saying. Stock photo diamond.Thursday, April 18, 13
#7 USE YOUR FINDINGS TO... ADJUST YOUR BENCHMARKS. ADJUST YOUR RESOURCES.Thursday, April 18, 13
#8 DOCUMENT. CREATE A HOW-TO GUIDE TO KEEP THE ‘GEARS’ IN PLACE FOR THE NEXT TIME.Thursday, April 18, 13
#8 The angry eagle documentation test. If an enormous angry eagle swooped down to kidnap you tomorrow: Would your team be able to replicate your social content program? THAT, my friend, is the question.Thursday, April 18, 13
The end of the ONE-OFF How to build reskinnable content packages katie richman - @espn_prodgirlThursday, April 18, 13
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