Y!OS Rise of Social ReferralsPresentation Transcript
The Rise of Social Referrals Michael Tadlock Director Product Management – Y!OS
Social Referrals = More, Better, Leads “ For the 1st time ever, more people are finding my blog from Twitter and Facebook referrals than via Google . The total number of people coming to my blog is increasing” - Mark Cuban – Owner Dallas Mavericks & Internet Investor – 5/14/09 “ We have investments in about 25 portfolio companies… Google continued to be a dominant source of traffic (in referral trend analysis)… Facebook and Twitter (referrals) are growing at 30 to 40 percent per month … they’re getting close to 20% of Google… The combined power of Facebook & Twitter will surpass Google for many sites in the next year" - Fred Wilson - Flatiron Partners & Union Square Ventures – 5/22/09 “… page views increased 75% year-over-year, with individual page views per person going up 55% in the same time period . Internal data reveals page view increases were driven by an increase in users sharing and consuming content via social media tools like Twitter and Yahoo! Buzz.” - USAToday Press Release – 5/14/09
Social Referrals Produce Loyal Users http://mashable.com/2009/10/06/study-traffic-sources/
Social Referrals Drive Engagement Most traffic to Yahoo! Local comes from search and Yahoo.com Users from Yahoo! 360 were 50 times more likely to participate
Social Referrals vs. Search Search Referrals (paid + organic) Search Referrals (paid + organic) Social Referrals Quantity Value $ $$$$$ (loyalty and participation)
Today’s Social Referrals Are Mostly Link Shares
Link Shares Are The ‘Fast Food’ Of Social Referrals
Offer ‘Fast Food’ And ‘Fine Dining’ to Maximize Return + “ Mike shared foo link” + “ Mike rated foo” “ Mike commented on foo” “ Mike uploaded foo” “ Mike created foo” “ Mike is a fan of foo” Etc. Etc. Etc.
Fast Food And Fine Dining Are Both Important “ Interestingness” Of Update # of Users Consume Participate Produce Fast Food Fine Dining Click Through Rate
Fine Dining in Four Courses Distribution Consumption Production Conversion Failure in any course ruins the entire meal!
Production Distribution Consumption Production Conversion
Leverage Existing Participation Add Album Rating Answer Install Blog Comment Blog Post Buzz Up Bookmark Comment Connect Create Event Attend Favorite Follow Join Location Note Photo Upload Playlist Profile Update Rating Review We found more than 150 publishable ‘verbs’ on the Yahoo! Network
Give The User A Voice Fast food: Fine dining :
Include Meta Data
Distribution Distribution Consumption Production Conversion
Support Many Outlets. Promote Few.
How to choose:
Look at http referrers
Log what Tom has used
Use Tools With Bundled Distribution
Know Which Users Offer The Highest Return Key metric: referrals per update produced
Consumption Distribution Consumption Production Conversion
Include Media, Especially Photos Updates with photos are clicked on 4.5 times more often than updates without photos.
Conversion Distribution Consumption Production Conversion
Show The User What They Expect To See Beware of Comment Pagination Consider A Public View Think through all four courses as the user will experience them
Acknowledge The Relationship
Four Course Recap
Leverage existing user participation
Give the user a voice
Include relevant meta data
Support many outlets. Promote the relevant few.
Use tools with built-in distribution
Identify your high value users
Publish meta-data, especially images
Show the user what they expect to see
Acknowledge the relationship
Round the corner
Three Key Take Aways
Social referrals are growing and valuable
‘ Fast food’ and ‘fine dining’ to maximize return
Four important courses to ‘fine dining’
And Now The Shameless Plug
Yahoo! Updates will generate billions of social referrals in the next 12 months
120 MM Users 330 MM Users 300 MM Users
The Yahoo! Updates platform is open. http://developer.yahoo.com/updates
3. How many referrals will lead users to your application?
Thank you! – Ask A Yahoo! For Updates Handouts http://developer.yahoo.com/updates/ Mike Tadlock – firstname.lastname@example.org