0
Algorithms
are the new
gatekeepers.
Content Distribution and Workflow in the Social Web.
@andreasklinger, 2013-10-17
Hello.
@andreasklinger
Co-Founder of @diesocialisten
Head of Product www.swat.io
Goal of this talk:

“We need more
engagement”
vs
“We need more
engagement
of type X,
because…”
re
ak
om
m
er
ci a
lB

C

Die
Socialisten
Custom Apps for
Social Media
Marketing

Official member of Facebook's Preferred
M...
re
ak
om
m
er
ci a
lB

C

Swat.io
“Manage
Social Media
As A Team”

swat.io
social-media workflows and ticketing
re
ak
om
m
er
ci a
lB

C

Content Planning
- incl approval / workflow
swat.io
social-media workflows and ticketing
re
ak
om
m
er
ci a
lB

C

Community Management
- incl customer care
swat.io
social-media workflows and ticketing
re
ak
er
cia
lB
m
om

C

vs

www.Swat.io - Manage Social Media As A Team.

swat.io
social-media workflows and ticketing
Goal of this talk:

“We need more
engagement”
vs
“We need more
engagement
of type X,
because…”
Why do we
produce
content?
If we produce it...
.... will they come?
Content
Distribution
In Social Web
False Web 2.0 claim:
“Gatekeepers are dead”

swat.io
social-media workflows and ticketing
The Internet didn’t kill gatekeepers.
It just introduced new ones.

Algorithms
are the new
gatekeepers
swat.io
social-medi...
Sidenote:
Algorithms are
instructions for
computers
that specify
how to act
(eg. handle data.)

swat.io
social-media workf...
Algorithms

Algorithms decide
which emails get
more attention.
- Spam
- Tabs
- “Important”
swat.io
social-media workflows ...
Algorithms decide
which blog posts
get more attention.
swat.io
social-media workflows and ticketing
...what movies you
are more likely to
watch.
swat.io
social-media workflows and ticketing
...which websites
you are going to read.
swat.io
social-media workflows and ticketing
...what news of friends
you are more likely to
hear about.
swat.io
social-media workflows and ticketing
brands
...what news of friends
you are more likely to
hear about.
swat.io
social-media workflows and ticketing
... and this is just the
beginning.
swat.io
social-media workflows and ticketing
“But humans decide...”
“Blogger blog”, “Facebookers like”, etc...

Humans act as curators for machines
to feed the best co...
Understand the algorithms of
distribution channels.
Content Distribution

Content /
Story

Hosting
Medium

Distribution
Channels

Audience

swat.io
social-media workflows and...
You like a page
and the brand earns privileges
in the real distribution channel.

swat.io
social-media workflows and ticke...
Facebook Newsfeed is
the real distribution channel.

swat.io
social-media workflows and ticketing
It doesn’t matter how
your post looks on your page.
People consume it in their newsfeed.
swat.io
social-media workflows an...
Example Facebook:
“We want more shares of our blog posts”
“We want more likes on our fanpage”

swat.io
social-media workfl...
Example Facebook:
“Edgerank” = Affinity x Weight x Decay*
*... simplified

swat.io
social-media workflows and ticketing
us

er

li

ke

s

th

e

pa

ge

likely to see
in newsfeed

user

friend likes
the post
friend

Affinity = I liked the pa...
Users likes a object,
becomes “story tellers”
(Aka “talking about”)
“EdgeRank” decides if i
am going to see it.

swat.io
s...
Like button aggregates all storytellers.

- including likes, shares & comments of like-stories
{
  "data": [
    {
      "...
Facebook wants
multiple people
posting the same.
(Affinity, Weight)

swat.io
social-media workflows and ticketing
Try to reach different clusters of people.
5 shares within one cluster < 5 shares within seperated clusters

vs

swat.io
s...
Channels change, always.
Measure to learn, always.

swat.io
social-media workflows and ticketing
New
Facebook
Insights

swat.io
social-media workflows and ticketing
Which posts worked?

swat.io
social-media workflows and ticketing
But there is more....

Which time works?
Do Weekends?

swat.io
social-media workflows and ticketing
But there is more....

Which time works?
Do Weekends?
Do people visit our tabs?

swat.io
social-media workflows and ticket...
But there is more....

Which time works?
Do Weekends?
Do people visit our tabs?
Where do people like us?
swat.io
social-me...
But there is more....

Which time works?
Do Weekends?
Do people visit our tabs?
Where do people like us?
Which post type w...
Other channels.
Other rules/algorithms.

swat.io
social-media workflows and ticketing
Eg some channels
punish
re-postings
swat.io
social-media workflows and ticketing
In some channels
you benefit from
reposting.

swat.io
social-media workflows and ticketing
In some channels
you have almost no
distribution unless
you get featured.
swat.io
social-media workflows and ticketing
Focus on the channels you understand.
Optimise content for those channels.

swat.io
social-media workflows and ticketing
Eg. Facebook - experiment with titles, images
and description text.

<- changeme

changeme -^
<- changeme

swat.io
social-...
Highly recommend:
Upworthy’s Slideshare:
http://bit.ly/up-viral
swat.io
social-media workflows and ticketing
Create great content, but focus on distribution.

Tools come and go.

Understand your channels.

Be able to measure and le...
Thanks
Feel free to connect:

andreas.klinger@swat.io
@andreasklinger
www.swat.io
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Algorithms are the new gatekeepers

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Content Distribution and Workflow in the Social Web - Andreas Klinger @ Smart Content Day, Vienna, October 17th, 2013

Published in: Marketing, Technology, Business
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  • Уважаемый Партнёр! Спасибо большое, что обратили внимание на мой проект 'Матрицы Аникеева' - Вы поняли, что в будущем развитии человечества сознательное управление здоровьем с заранее планируемым - программируемым результатом изменений - очень востребован и потребности не ограничены уже даже сегодня, будет иметь глобальный мировой бизнес проект. Я являюсь автором и разработчиком инновационной технологии нейропрограммирования человека, управление нервной системой (Древопунктура), всеми процессами в организме человека с помощью программирования матриц из деревянной роликовой поверхности с проектируемой по рецептам воздействия в точки, в гармоничную схему действия по точкам пунктуры. Как известно Вам, я программируемую матрицу креативно адаптирую в товары народного потребления и расширяю ассортимент инновационных продуктов. Товары приобретают новые свойства и несут возможности профилактики, лечения, реабилитации и развитие новых возможностей человека. Уже имеются 500 готовых образцов различного товара - готовых к масштабному тиражированию - только нужны достаточные от Вас инвестиции. Проект очень высокодоходный, потому, что и я и Вы и все люди на земле нуждаются в коррекции и управлении своего здоровья. А если будете у меня стратегическим инвестором - то за год я со своей командой профессионалов разработаю ещё 500 наименований уникальной эксклюзивной продукции и через год будем выпускать 1000 наименований инновационной продукции и по франчайзенгу можем запустить по всему миру. Только остаётся разработать компьютерную программу и запустить по сети интернет - со всех стран мира будут заказывать и покупать нашу продукцию. Детальный бизнес-план мы можем обсудить по скайпу: sergeivladimirovich9 только пожалуйста возьмите переводчика на Русский язык, а то я по Арабски и английски не понимаю. Надеюсь, что Вы сможете быть стратегическим инвестором проекта 'Матрицы Аникеева'. С уважением, автор технологии нейропрограммирования Сергей Владимирович.
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  • I love how you took the time to share the definition of algorithm. Unfortunately it's become an overused buzz word... where a very few users of the word, actual know it's definition.
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  • Really enjoyed this enlightened perspective on how, if and when our content is displayed on the various platforms. Really important to understand what drives the rules at each platform to gain the best outcome. Thanks!
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  • you are good :)
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  • Awesome, very important for new agriculture!
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Transcript of "Algorithms are the new gatekeepers"

  1. 1. Algorithms are the new gatekeepers. Content Distribution and Workflow in the Social Web. @andreasklinger, 2013-10-17
  2. 2. Hello. @andreasklinger Co-Founder of @diesocialisten Head of Product www.swat.io
  3. 3. Goal of this talk: “We need more engagement” vs “We need more engagement of type X, because…”
  4. 4. re ak om m er ci a lB C Die Socialisten Custom Apps for Social Media Marketing Official member of Facebook's Preferred Marketing Developer program. swat.io social-media workflows and ticketing
  5. 5. re ak om m er ci a lB C Swat.io “Manage Social Media As A Team” swat.io social-media workflows and ticketing
  6. 6. re ak om m er ci a lB C Content Planning - incl approval / workflow swat.io social-media workflows and ticketing
  7. 7. re ak om m er ci a lB C Community Management - incl customer care swat.io social-media workflows and ticketing
  8. 8. re ak er cia lB m om C vs www.Swat.io - Manage Social Media As A Team. swat.io social-media workflows and ticketing
  9. 9. Goal of this talk: “We need more engagement” vs “We need more engagement of type X, because…”
  10. 10. Why do we produce content?
  11. 11. If we produce it... .... will they come?
  12. 12. Content Distribution In Social Web
  13. 13. False Web 2.0 claim: “Gatekeepers are dead” swat.io social-media workflows and ticketing
  14. 14. The Internet didn’t kill gatekeepers. It just introduced new ones. Algorithms are the new gatekeepers swat.io social-media workflows and ticketing
  15. 15. Sidenote: Algorithms are instructions for computers that specify how to act (eg. handle data.) swat.io social-media workflows and ticketing
  16. 16. Algorithms Algorithms decide which emails get more attention. - Spam - Tabs - “Important” swat.io social-media workflows and ticketing
  17. 17. Algorithms decide which blog posts get more attention. swat.io social-media workflows and ticketing
  18. 18. ...what movies you are more likely to watch. swat.io social-media workflows and ticketing
  19. 19. ...which websites you are going to read. swat.io social-media workflows and ticketing
  20. 20. ...what news of friends you are more likely to hear about. swat.io social-media workflows and ticketing
  21. 21. brands ...what news of friends you are more likely to hear about. swat.io social-media workflows and ticketing
  22. 22. ... and this is just the beginning. swat.io social-media workflows and ticketing
  23. 23. “But humans decide...” “Blogger blog”, “Facebookers like”, etc... Humans act as curators for machines to feed the best content to more humans. swat.io social-media workflows and ticketing
  24. 24. Understand the algorithms of distribution channels.
  25. 25. Content Distribution Content / Story Hosting Medium Distribution Channels Audience swat.io social-media workflows and ticketing
  26. 26. You like a page and the brand earns privileges in the real distribution channel. swat.io social-media workflows and ticketing
  27. 27. Facebook Newsfeed is the real distribution channel. swat.io social-media workflows and ticketing
  28. 28. It doesn’t matter how your post looks on your page. People consume it in their newsfeed. swat.io social-media workflows and ticketing
  29. 29. Example Facebook: “We want more shares of our blog posts” “We want more likes on our fanpage” swat.io social-media workflows and ticketing
  30. 30. Example Facebook: “Edgerank” = Affinity x Weight x Decay* *... simplified swat.io social-media workflows and ticketing
  31. 31. us er li ke s th e pa ge likely to see in newsfeed user friend likes the post friend Affinity = I liked the page, a friend liked the post Weight = a lot of people liked the post Decay = It’s a new post swat.io social-media workflows and ticketing
  32. 32. Users likes a object, becomes “story tellers” (Aka “talking about”) “EdgeRank” decides if i am going to see it. swat.io social-media workflows and ticketing
  33. 33. Like button aggregates all storytellers. - including likes, shares & comments of like-stories {   "data": [     {       "like_count": 249,       "comment_count": 44,       "share_count": 129,       "total_count": 422,       "url": "http://klinger.io/post/36585126176/the-founders-lie-aboutcomfort-zones"     }   ] } swat.io social-media workflows and ticketing
  34. 34. Facebook wants multiple people posting the same. (Affinity, Weight) swat.io social-media workflows and ticketing
  35. 35. Try to reach different clusters of people. 5 shares within one cluster < 5 shares within seperated clusters vs swat.io social-media workflows and ticketing
  36. 36. Channels change, always. Measure to learn, always. swat.io social-media workflows and ticketing
  37. 37. New Facebook Insights swat.io social-media workflows and ticketing
  38. 38. Which posts worked? swat.io social-media workflows and ticketing
  39. 39. But there is more.... Which time works? Do Weekends? swat.io social-media workflows and ticketing
  40. 40. But there is more.... Which time works? Do Weekends? Do people visit our tabs? swat.io social-media workflows and ticketing
  41. 41. But there is more.... Which time works? Do Weekends? Do people visit our tabs? Where do people like us? swat.io social-media workflows and ticketing
  42. 42. But there is more.... Which time works? Do Weekends? Do people visit our tabs? Where do people like us? Which post type works? it’s usually different for each page. swat.io social-media workflows and ticketing
  43. 43. Other channels. Other rules/algorithms. swat.io social-media workflows and ticketing
  44. 44. Eg some channels punish re-postings swat.io social-media workflows and ticketing
  45. 45. In some channels you benefit from reposting. swat.io social-media workflows and ticketing
  46. 46. In some channels you have almost no distribution unless you get featured. swat.io social-media workflows and ticketing
  47. 47. Focus on the channels you understand. Optimise content for those channels. swat.io social-media workflows and ticketing
  48. 48. Eg. Facebook - experiment with titles, images and description text. <- changeme changeme -^ <- changeme swat.io social-media workflows and ticketing
  49. 49. Highly recommend: Upworthy’s Slideshare: http://bit.ly/up-viral swat.io social-media workflows and ticketing
  50. 50. Create great content, but focus on distribution. Tools come and go. Understand your channels. Be able to measure and learn.
  51. 51. Thanks Feel free to connect: andreas.klinger@swat.io @andreasklinger www.swat.io
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