Tech Talk with AddThis: Content Engagement and the Quest for a Personalized Web
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Today's most popular tools for social marketing and content engagement are installed on over 14 million domains and counting. Combined with data insights and analytics, AddThis solutions are empowering publishers to maximize engagement strategies and visitor reach.
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Published by Flat World Knowledge, Inc.
© 2014 by Flat World Knowledge, Inc. All rights reserved. Your use of this work is subject to the License Agreement available
here http://www.flatworldknowledge.com/legal. No part of this work may be used, modified, or reproduced in any form or by
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You Name Here1. List several products or services subject to n.docx
You Name Here
1. List several products or services subject to network effects. What factors do you believe helped each of these efforts achieve dominance?
2. Which firm do you suspect has stronger end0user network effects: Google’s online search tool or Microsoft’s Windows operating system? Why?
3. Network effects are often associated with technology, but tech isn’t a prerequisite for the existence of network effects. Name a product, service, or phenomenon that is not related to information technology that still dominates due to network effects.
4. Why is staying power particularly important to many technology products and services?
5. What is the difference between same-sided exchange benefits and cross-sided exchange benefits?
6. What is the difference between a one-sided market and a two-sided market?
7. Give examples of one-sided and two-sided markets.
8. Is market entry timing important for network effects markets? Explain and offer an example to back up your point.
9. How might a firm subsidize adoption? Give an example.
10. What makes for a “wise” crowd? When might a crowd not be so wise?
Published by Flat World Knowledge, Inc.
© 2014 by Flat World Knowledge, Inc. All rights reserved. Your use of this work is subject to the License Agreement available
here http://www.flatworldknowledge.com/legal. No part of this work may be used, modified, or reproduced in any form or by
any means except as expressly permitted under the License Agreement.
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By John Gallaugher
Chapter 8
Social Media, Peer Production, and Web 2.0
Learning objectives
Recognize the unexpected rise and impact of social media and peer production systems, and understand how these services differ from prior generation tools.
List the major classifications of social media services.
Web 2.0
Peer production: Collaboration between users to create content, products, and services.
Leveraged to create open source software that supports Web 2.0.
Collaborative consumption: Participants share access to products and services, rather than having ownership.
Internet services that foster collaboration and information sharing
Web 1.0 and web 2.0WEB 1.0WEB 2.0Domain name speculation
Publishing
Content management systems
Directories (taxonomy)
Britannica Online, Encarta
Personal websites
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RealNetworks
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Travelocity
Vonage
Catalogs
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Wikis
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Blogging, Status updates, Link Sharing
Instagram, Flickr, Facebook, Twitter
Twitter, Facebook, SnapChat, WhatsApp
LinkedIn
YouTube
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Unlike social analytics solutions, we focus on the participation that happens on your sites.
NOT on social media. And provide data-driven content publishers and brands that need to understand who is engaging with their website content, with insights as to theis users are saying and how to target them.
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Open Source Software Version 5
1. Open Source Software has enabled collaboration and connection through shared circulation of software. It addresses technological challenges in online learning.
2. Open Source Software is widely used in education from primary to post-secondary levels. It can be used on older hardware, benefiting lower-income individuals. Savings on software allows investing in other education.
3. Open Source Software development involves public collaboration on projects. Others can modify code to suit individual/group needs. It is compatible with most hardware/applications and used in business and education communities worldwide.
Towards the Open Geospatial Web (eurogeographics edition)
A further iteration of the talk given in Trinidad and Finland. This one goes in to creation of geospatial information in addition to the sharing.
RockYou 4-22-08
- RockYou is a leading provider of social widgets and applications for sites like MySpace, Facebook, and OpenSocial platforms, with over 50 applications and 105 million unique users.
- They discuss designing effective viral loops to drive exponential growth through optimal conversion funnels, distribution channels, and end user value.
- OpenSocial provides opportunities to write applications once and deploy across multiple social networks, but each platform has different audiences, viral channels, and levels of maturity that must be considered.
Filipe Barroso - Google Developers Group - OSL19
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The Flutter SDK by Google, is the new Open Source UI SDK to create native applications in one codebase.
But, what is Flutter and why should you care about it? What are the implications and key differences from all other mobile development SDKs? How is the community reacting to it?
At the end of the talk, you’ll understand the decisions behind Flutter, why is it so different from others mobile development tools and platforms and why so many developers are already addicted to it. Let’s understand together the power of a community that grabbed a new open-source project to help others.
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Amazon has a 47% share of the US ecommerce market compared to 14.5% for the next three competitors combined. Consumer goods leaders see Amazon as a critical threat and 68% believe consumers are more loyal to Amazon than their own brands. The document seeks to debunk common myths about investing and advertising on Amazon, noting that the right approach depends on short and long-term goals, requires understanding multiple metrics and the whole business model, and that Amazon reviews and custom creative are important factors for success on the platform.
Amazon Strategies January 2019 | Perpetua
This document provides 3 predictions to guide Amazon advertising strategy in 2020 from Perpetua, an Amazon advertising company. Prediction 1 is that opportunities will open up for richer creative content on Amazon Ads like sponsored brand video. Prediction 2 is that demand for Amazon DSP advertising will grow for its custom targeting abilities, while attribution features will also become more important. Prediction 3 is that success metrics will acknowledge organic sales and total sales, not just attributed metrics, to better reflect business health. Perpetua positions itself as an expert able to help with sponsored brand campaigns, DSP management, and advanced analytics.
Amazon Strategies January 2019 | Podean
The document outlines Mark Power's approach to developing a strategic plan for Amazon advertising and marketing. It recommends conducting an audit of a brand's current Amazon presence, developing a holistic strategy that integrates Amazon across marketing channels, and fixing foundations like product pages before launching performance advertising campaigns. The approach aims to help brands succeed on Amazon by planning across the full ecosystem beyond just the online store.
Amazon Strategies January 2019 | eos
This document summarizes an advertising strategy for eos lip balm on Amazon to unlock growth on the platform. The strategy has three main goals: 1) Defend and own the brand by protecting priority products and retaining loyal customers. 2) Drive incremental reach within and outside of Amazon using always-on acquisition efforts. 3) Drive brand equity through storytelling about eos' purpose and innovative products. The strategy outlines tactics like sponsored brand and product ads, remarketing, video content, and partnerships to achieve these goals and metrics like sales growth, return on ad spend, new customer acquisition, and impressions.
Amazon Strategies January 2019 | iCrossing
This document provides an introduction to advertising on Amazon. It discusses different types of advertising options on Amazon including paid media like banners and search ads, earned media like reviews, and merchandising strategies. It highlights key differences between Amazon's Sponsored Ads and Amazon DSP programs, and provides tips on setting goals and leveraging placement, audience, creative assets, and messaging to align ad campaigns with goals. It also discusses measurement metrics to track return on investment and effectiveness of Amazon advertising.
Amazon Strategies January 2019 | Dash Hudson
This document summarizes Dash Hudson's visual marketing platform, which allows brands to predict creative performance, distribute content across channels, and measure and improve photo and video engagement. It focuses on helping brands leverage existing high-quality creative by bringing it to new audiences and channels to increase traffic and revenue. Dash Hudson's AI tool called Vision can analyze content to understand what performs best for a brand and provide recommendations. It has helped brands like Kendra Scott and REVOLVE increase their return on ad spend by 48% and 70% respectively by using Vision-recommended creative.
Amazon Strategies January 2019 | Direct Agents & Carhartt
This document provides information about Direct Agents, an Amazon management agency. It discusses how Direct Agents helps build and transform brands through media, strategy, analytics, and creative services. Direct Agents provides a full suite of Amazon services including new product launches, product and account management, organic ranking optimization, paid media management, promotions, and measurement. The document also provides background on speakers Suzanne Perry from Carhartt and Daniel Owen from Direct Agents.
Amazon Strategies January 2019 | WellPath
The document discusses strategies for building a brand on Amazon. It outlines that WellPath leveraged assets developed for their brand and audience to launch products on Amazon. Three key learnings are discussed: 1) Brand matters on Amazon and consumers will pay a premium for recognized brands; 2) First party data from owned channels is valuable for directing traffic to Amazon listings; 3) Building an engaged community establishes brand authority and mobilizes fans for new product launches. The strategies focus on developing four pillars of consumer trust, acquiring first party data, and building a community through content and social media.
Amazon Strategies January 2019 | Tinuiti
This document discusses Amazon as a full-funnel marketing solution. It covers three main topics:
1) Sponsored ads advertising is becoming more competitive and important. Strategic harvesting of product IDs (ASINs) through sponsored product campaigns can help target new products.
2) Re-engaging high-intent audiences by adopting and investing in Amazon DSP to target customers at different stages of the purchasing funnel. This includes remarketing to those who viewed but didn't buy products.
3) Key takeaways around adoption, investment, and optimization of Amazon advertising. Brands should adopt new ad products like DSP and invest appropriately to optimize performance over time as Amazon continues changing.
Amazon Strategies January 2019 | Belkin
Belkin utilizes data from sources like search terms, conversion rates, and reviews to inform product development and marketing strategies aimed at conquering new categories and defending market share positions. They focus on providing the best products at competitive price points while maintaining a commitment to customer and consumer value. Belkin also protects its brand across marketplaces and evaluates consumer preferred platforms to engage with customers and generate new growth opportunities.
Amazon Strategies January 2019 | Stella Rising
The document discusses research from Stella Rising on consumer beauty shopping behavior, particularly on Amazon. It finds that Amazon is the top starting point for many consumers' digital shopping searches. The majority of beauty discovery now happens online, especially on Amazon, Instagram, and YouTube. Convenience is the top reason consumers choose Amazon, citing fast shipping and the ability to shop anytime. When researching products on Amazon, consumers primarily search by brand or category name. Reviews, descriptions, and images are most important for influencing purchase decisions.
Amazon Strategies January 2019 | Moroccanoil
This document provides tips for luxury brands on Amazon to create a premium customer experience. It recommends that luxury brands own their brand by controlling the product title, price, seller information, and description. It also suggests elevating product pages with high-quality images and video, expanded specifications, and reviews. Brand stores should have a clear brand identity, premium visuals and copy, and highlight best sellers to build the brand image and differentiate the luxury experience on Amazon.
Digiday Brand Summit December 2019 | Recess
A consumer wellness brand creates products using CBD and adaptogens to help people feel balanced, centered, and inspired to be productive despite stress. The brand sees CBD as the new caffeine and markets feelings of calm and recess rather than ingredients, using a creative voice and visual identity to attract creatives and provide a solution for anxiety through experiences and products.
Digiday Brand Summit December 2019 | LipLove
Inclusivity is Not an Option or a Trend
The document discusses 3 rules brands must follow to be truly inclusive. Rule 1 is to avoid cultural appropriation and respect other cultures. Rule 2 is to be genuine and authentic by doing research to understand minority customer needs. Rule 3 is to be transparent, ask questions, and gain feedback to improve inclusiveness. The document emphasizes that inclusivity requires more than just meeting diversity quotas and urges brands to reflect on how to champion inclusiveness internally.
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みなさんこんにちはこれ何文字まで入るの？40文字以下不可とか本当に意味わからないけどこれ限界文字数書いてないからマジでやばい文字数いけるんじゃないの？えこ...
ここ3000字までしか入らないけどタイトルの方がたくさん文字入ると思います。
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みなさんこんにちはこれ何文字まで入るの？40文字以下不可とか本当に意味わからないけどこれ限界文字数書いてないからマジでやばい文字数いけるんじゃないの？えこ...
みなさんこんにちはこれ何文字まで入るの？40文字以下不可とか本当に意味わからないけどこれ限界文字数書いてないからマジでやばい文字数いけるんじゃないの？えこ...
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Tech Talk with AddThis: Content Engagement and the Quest for a Personalized Web
- 2. AddThis helps drive traffic and increase engagement with your content, anywhere.
- 3. Largest Social Sharing & Engagement Platform 14M+ Websites 253M+ 140+ US uniques Actions/Users
- 4. Multiple Tools, One Piece of Code In one piece of easy-to-install code, Smart Layers delivers a full suite of social & engagement tools. Each layer dynamically serves on top of any site to add powerful, custom functionality without disrupting page design. Share Layer Follow Layer Recommended Content Layer What’s Next Layer 4
- 5. Smart Layers Drives Up to 3x Engagement On average, Smart Layers partners have seen: 69% 2x Increase in on-site engagement Follows across all devices 70% 57% Rise in mobile shares Lift in desktop shares Source: AddThis Smart Layers pilot test, Spring 2013
- 6. Robust analytics, for full social lifecycle
- 7. Thank you!
Editor's Notes
- Consumers are more connected today then every beforeThey have short attention spans, are continuously interrupted and switch between mobile, desktop and tabletAddThis can help you develop strategies that will maximize your pad, owned and earned content strategiesThe reach of AddThis enables us to drive engagement across the Web and across devicesAddThis can find consumers in the far corners of the Web that are engaging (or likely to engage) with your brandWe then present them with your ad or your content to drive brand engagement in ways that reach your specific objectives
- How is AddThis able to do this?It’s all about our scale and reach.More Websites use our tools for streamlining social sharing and content engagement than any of our competitorsOur Advertisers are able to tap into the power of that reach by using our advertising serviices
- Smart Layers puts AddThis years of experience and expertise in social infrastructure, analytics and data to work for you.In a three month testing period, we worked with eight pilot partners of varying sizes that were already using AddThis on their sitesIn some cases, showing the right layer to the right user increased on-site click rates by more than 200% (that’s where the 3X engagement comes from)On average, those partners saw69% increase in overall site engagement across devices – measured b click rate to include social and non-social engagement / recirculationdouble the amount of follows (actual percentage = 128%)70% rise in mobile share rates once smart layers was added57% lift in desktop sharesAlso increased total pageviews 12% (use at discretion of size of publisher)