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How to Recognize and Surface Your Best Content

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A presentation on social content discovery from Simply Measured's LIFT Social Conference, October 22, 2015

Published in: Data & Analytics
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How to Recognize and Surface Your Best Content

  1. 1. #LIFTSocial How to Recognize and Surface Your Best Content Matthew Knell – VP of Social Media for About.com
  2. 2. #LIFTSocial What is About.com? • Founded in 1996. • 85 million people visit about.com every month. • 13th largest site on the Internet. • 1,000 Experts on topics from parenting to technology, healthcare and cooking. • Each month more people check out About.com than Pandora, Twitter, Buzzfeed, Linkedin or Netflix.
  3. 3. #LIFTSocial About.com was built to help people find answers and inspiration
  4. 4. #LIFTSocial This would typically happen through search
  5. 5. #LIFTSocial And we’d deliver an answer for you
  6. 6. #LIFTSocial Doing social media must be easy, right?
  7. 7. #LIFTSocial It’s actually more like a game of Clue
  8. 8. #LIFTSocial The Challenge… Finding content we already had that was good for social audiences. Creating content for social
  9. 9. #LIFTSocial Which one would you share?
  10. 10. #LIFTSocial 1.5 million pieces of content created over 19+ years
  11. 11. #LIFTSocial <1%Of our content are solid social candidates
  12. 12. #LIFTSocial 4 Steps To A Social Discovery Workflow Understand how your content is created and structured. 1 Define your KPI and tools you need to measure them. Operationalize the learnings. 2 3 4 Embrace the anomalies.
  13. 13. #LIFTSocial Step #1: Understand how your content is created and structured
  14. 14. #LIFTSocial Why is content created? Breaking News 0-60 min Reaction 60 min-24 hrs 24 hrs-7 days Analysis Evergreen 7 days-until stale Stale Stale until updated Time since subject of content happened
  15. 15. #LIFTSocial How long is content useful? Real-Time Good for 48 hours after event Good for 30-60 days a year Good any day of the year EvergreenSeasonal
  16. 16. #LIFTSocial Where will it be consumed? On site Off site • Website • Mobile site • Apps • Social networks • Facebook Instant Articles • Google AMP • Native content • Email
  17. 17. #LIFTSocial Which platform is content likely to be consumed on most often? Desktop Tablet Mobile iOT • Desktop • Laptop • Netbook • iPad • Android Tablet • iPhone • Android Phone • Apple Watch • Amazon Echo • VR
  18. 18. #LIFTSocial Step #2: Define your KPI and tools you need to measure them.
  19. 19. #LIFTSocial What matters most for us? • Total sessions (all sources) • Total page views (all sources) • Page views per visit (all sources) • Total sessions from social (all sources) • Total PV from social networks • PPV from social networks • % of total page views from social • Share rate (% of times people clicked share / total PV) • Total Facebook Shares (lifetime) • Total Pinterest Pins (lifetime) • Total engagement on our O&O social pages • Total PV from our O&O social pages
  20. 20. #LIFTSocial Real-Time EvergreenSeasonal On site: • Google Real-Time Off site: • CrowdTangle • Buffer Analytics • Tailwind Analytics On site: • Google Analytics Off site: • Simply Measured • Tailwind Analytics On site • Tableau • Hue Off site • Simply Measured • Tailwind Analytics Line up dashboards against these
  21. 21. #LIFTSocial Simply Measured custom report merges on-site/off-site data
  22. 22. #LIFTSocial Find duplicity / margin of error • How “wrong” is the data compared to other sources? • What data sets can be unified? Which others are duplicative? • Is the data you’re making decisions on reliable?
  23. 23. #LIFTSocial Step #3: Embrace the anomalies
  24. 24. #LIFTSocial The Sugar Glider Effect Sugar Gliders are marsupials; that is their young start life off in a pouch (like a kangaroo). They originally hail from Australia, Indonesia and New Guinea, and live in forests. Their name is derived from their diet (in part they feed on nectar and the sap of eucalyptus), and from the flap of skin they have between their wrists and ankles that allows them to glide between trees. They are omnivorous, meaning they will eat plant material and meat - food in the wild include nectar, fruit, insects and even small birds or rodents. They live in social family units in the wild, a trait which makes them inclined to bond well with their human family. However, if they are deprived of social interaction they will not thrive (in fact they can become depressed to the point where they may die). From: http://exoticpets.about.com/cs/sugargliders/a/sgaspets.htm “ ”
  25. 25. #LIFTSocial Wait, what? Sugar Gliders are marsupials; that is their young start life off in a pouch (like a kangaroo). They originally hail from Australia, Indonesia and New Guinea, and live in forests. Their name is derived from their diet (in part they feed on nectar and the sap of eucalyptus), and from the flap of skin they have between their wrists and ankles that allows them to glide between trees. They are omnivorous, meaning they will eat plant material and meat - food in the wild include nectar, fruit, insects and even small birds or rodents. They live in social family units in the wild, a trait which makes them inclined to bond well with their human family. However, if they are deprived of social interaction they will not thrive (in fact they can become depressed to the point where they may die). From: http://exoticpets.about.com/cs/sugargliders/a/sgaspets.htm “ ”
  26. 26. #LIFTSocial http://www.reddit.com/r/todayilearned
  27. 27. #LIFTSocial Will this ever happen again?
  28. 28. #LIFTSocial Will this happen again next winter?
  29. 29. #LIFTSocial Whenever we post it = gold!
  30. 30. #LIFTSocial Every piece of content develops a pattern Take a look at their history to see what it looks like.
  31. 31. #LIFTSocial Step #4: Operationalize the learnings
  32. 32. #LIFTSocial Breaking News 0-60 min Reaction 60 min-24 hrs 24 hrs-7 days Analysis Evergreen 7 days-until stale Stale Stale until updated Time since subject of content happened The content lifecycle
  33. 33. #LIFTSocial Where About.com content lives Breaking News 0-60 min Reaction 60 min-24 hrs 24 hrs-7 days Analysis Evergreen 7 days-until stale Stale Stale until updated Time since subject of content happened
  34. 34. #LIFTSocial Which social networks are relevant when Breaking News 0-60 min Reaction 60 min-24 hrs 24 hrs-7 days Analysis Evergreen 7 days-until stale Stale Stale until updated Time since subject of content happened
  35. 35. #LIFTSocial About.com social traffic by network
  36. 36. #LIFTSocial Double down on what works best
  37. 37. #LIFTSocial
  38. 38. #LIFTSocial
  39. 39. #LIFTSocial Daily stand up meeting • Contains representatives from email, social, site programming and data science teams. Typical agenda: • Review Trending topics in the news. • Review Seasonal / Today in History possibilities. • Review yesterday’s greatest hits on social, email, site programming. • Recommendations on what content to share today.
  40. 40. THANK YOU #LIFTSocial

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