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
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
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
Four Course Recap <ul><li>Production </li></ul><ul><ul><li>Leverage
existing user participation </li></ul></ul><ul><ul><li>Give the user a voice </li></ul></ul><ul><ul><li>Include relevant meta data </li></ul></ul><ul><li>Distribution </li></ul><ul><ul><li>Support many outlets. Promote the relevant few. </li></ul></ul><ul><ul><li>Use tools with built-in distribution </li></ul></ul><ul><ul><li>Identify your high value users </li></ul></ul><ul><li>Consumption </li></ul><ul><ul><li>Publish meta-data, especially images </li></ul></ul><ul><li>Conversion </li></ul><ul><ul><li>Show the user what they expect to see </li></ul></ul><ul><ul><li>Acknowledge the relationship </li></ul></ul><ul><ul><li>Round the corner </li></ul></ul>
Three Key Take Aways <ul><li>Social
referrals are growing and valuable </li></ul>+ <ul><li>‘ Fast food’ and ‘fine dining’ to maximize return </li></ul><ul><li>Four important courses to ‘fine dining’ </li></ul>
And Now The Shameless Plug
<ul><li>Yahoo! Updates will generate billions of social referrals in the next 12 months </li></ul>120 MM Users 330 MM Users 300 MM Users <ul><li>The Yahoo! Updates platform is open. http://developer.yahoo.com/updates </li></ul>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
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