10 Things Not To Do Adding Social Sharing to Your Site

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Integrating your web site with social media and blogging platforms, like Facebook, Twitter or Tumblr, seems like a no brainer. Just throw up some share buttons and watch the traffic flow in. This will present a number of different approaches that Polyvore (www.polyvore.com) tried, some of the technical pain points and show what worked… and what didn't.

Slides from Polyvore Tech Talk #2

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  • AdvertisingCosts moneyMarketingCosts moneyOrganic, by your own usersPosts by bloggersLinks shared on TwitterLikes on FacebookFree
  • So heres the game plan. You slap those lovely share buttons all over your site and watch this huge surge of traffic come back…
  • Polyvore has spent a lot of time creating ways of measuring site activity.Can instrument, push to production and measure get results in under an hour
  • Think about what needs to happen before you get the return trafficYou’ll loose potential people at all points on the loopIs better to increase a step where you loose 90% of the clicks than where you loose 10% But you may not have much control over it
  • Think about what needs to happen before you get the return trafficYou’ll loose potential people at all points on the loopIs better to increase a step where you loose 90% of the clicks than where you loose 10% But you may not have much control over it
  • Think about what needs to happen before you get the return trafficYou’ll loose potential people at all points on the loopIs better to increase a step where you loose 90% of the clicks than where you loose 10% But you may not have much control over it
  • Think about what needs to happen before you get the return trafficYou’ll loose potential people at all points on the loopIs better to increase a step where you loose 90% of the clicks than where you loose 10% But you may not have much control over it
  • Think about what needs to happen before you get the return trafficYou’ll loose potential people at all points on the loopIs better to increase a step where you loose 90% of the clicks than where you loose 10% But you may not have much control over it
  • Just because you add the links won’t get people to click on itAlign sharing opportunities with other actions the user is takingShare on publish vs Share from set page75% of set shares happen at publish time
  • Just because you add the links won’t get people to click on itAlign sharing opportunities with other actions the user is takingShare on publish vs Share from set page75% of set shares happen at publish time
  • People don’t read explanatory textHave to make it easy to understand and straight forward without textMakes no difference to completion
  • Wizardsarent always good
  • Publish setProgressive Facebook login not worth it
  • Will users do this? NoAutomatic cross postingUI clutter
  • How do you get all those possibilities and configuration choices in your UI?No-one will click on “advanced” or “edit” or toggles or zippies or …It should be in the dialog or it shouldn’tMake the decision
  • 10 Things Not To Do Adding Social Sharing to Your Site

    1. 1. 10 Things Not To DoAdding Social Sharing to your site<br />jonathan@polyvore.com<br />
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    5. 5. Why share? Page views, visitors<br />Advertising<br />Marketing<br />Organic, by your own users<br />Posts by bloggers<br />Tweets on Twitter<br />Likes on Facebook<br />…<br />5/23/11<br />5<br />
    6. 6.
    7. 7. Facebook<br />500M<br />Word-<br />press<br />19M<br />Twitter<br />200M<br />You<br />Your Site<br />Tumblr<br />19M<br />The Organic Game Plan<br />
    8. 8. 1. I know what’s going on<br />Nothing does what you expect<br />5/24/11<br />8<br />
    9. 9. Nothing does what you expect<br />Don’t assume something is working the way you think it is<br />Facebook > Twitter > Tumblr …<br />StumbleUpon WTF?!<br />Measure, instrument and iterate<br />CTR and actions on your site<br />GA + your own measuring system<br />Activity on others<br />Facebook insights<br />3rd party providers like awe.sm<br />5/23/11<br />9<br />
    10. 10. 2. I’ll focus on the CTR on my site<br />Don’t be so narrow. Its part of a larger loop<br />5/24/11<br />10<br />
    11. 11. User 1 likes set<br />(20%)<br />Its part of a larger loop<br />
    12. 12. User 2 sees like in their stream<br />(10%)<br />Its part of a larger loop<br />
    13. 13. User 2 clicks on link(1%)<br />Its part of a larger loop<br />
    14. 14. User 2 starts using site(10%)<br />Its part of a larger loop<br />
    15. 15. User 2 sees like in their stream<br />(10%)<br />User 2 clicks on link(1%)<br />User 1 likes set<br />(20%)<br />User 2 starts using site(10%)<br />Its part of a larger loop<br />
    16. 16. 3. Users want to share<br />Not really, not all the time<br />5/24/11<br />16<br />
    17. 17. 25%<br />75%<br />Not really, not all the time<br />
    18. 18. 4. One size fits all<br />No. Bloggers and social sharers have different goals<br />5/24/11<br />18<br />
    19. 19. Bloggers and social sharers have different goals<br />Bloggers want editorial control<br />Don’t publish as often, only their stuff<br />Care a lot about presentation<br />Social sharers like to share often<br />Care less about the message they are sharing<br />Opportunistic, any content will do<br />Quick and easy wins <br />Optimize dialogs for one or the other<br />5/24/11<br />19<br />
    20. 20. Optimizing Social Sharing on Publish <br />
    21. 21. 5. All shares are equal<br />Nope. One share isn’t as good as the next<br />5/23/11<br />21<br />
    22. 22. Facebook, Twitter<br />Lots of people<br />Content is short-lived<br />Environment is noisy<br />Viewership may be small<br />Content may not even show up<br />Low match to reader interest<br />5/23/11<br />22<br />
    23. 23. Bloggers<br />Fewer people to share your content<br />Adds SEO value<br />Content richer, lasts longer<br />Rendering on multiple platforms is painful<br />5/23/11<br />23<br />
    24. 24. 6. Users can read<br />But they don’t and won’t<br />5/23/11<br />24<br />
    25. 25. They don’t and won’t<br />
    26. 26. 7. Wizards are better than complex forms<br />Breaking a dialog up won’t help<br />5/24/11<br />26<br />
    27. 27.
    28. 28. VS<br />
    29. 29. VS<br />Progressive permissions vs Single login<br />
    30. 30. Breaking a dialog up won’t help<br />Wizards aren’t always the answer to a complex set of actions<br />If “cancel” is an option…<br />Put something you want them to do with something they want to do<br />One scary FB dialog > multiple less scary FB dialogs<br />5/23/11<br />30<br />
    31. 31. 8. More networks = better<br />Less is more, or at least the same<br />5/24/11<br />31<br />
    32. 32. Less is more, or at least the same<br />Overlap between networks<br />Vertical networks are better than general ones<br />How many do you really need for 90% coverage? 1? 2? 3?<br />Placing 50 buttons is kind of hard<br />Picking 1 icon from 50 is too<br />5/23/11<br />32<br />
    33. 33. 9. Make complex simple … by hiding<br />This really works …<br />5/24/11<br />33<br />
    34. 34. This really works … it does… errr, too well<br />
    35. 35. 10. Something we didn’t mention?<br />Come work at Polyvore and let us know<br />5/23/11<br />35<br />
    36. 36. Conclusion<br />Segment your users<br />Know what each group wants<br />Choose your moment<br />Pushing icons everywhere isn’t going to work<br />Cliché: keep it simple<br />Do your users really need that option?<br />Measure, measure, measure<br />Keep track of the loop<br />5/24/11<br />36<br />
    37. 37. Thank You<br />Questions?<br />
    38. 38. How Big is Polyvore?<br />1M sets<br />Sets created monthly<br />10M visitors<br />Unique visitors to Polyvore monthly<br />7 minutes<br />Average time on site<br />1.5M clips<br />Images clipped monthly<br />12.4%<br />Of Polyvore’s users visit 100+ times monthly<br />140M views<br />Pageviews on Polyvore monthly<br />
    39. 39. Get impressions from FB<br />35M impressions<br />Impressions on blogs & other websites<br />

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