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Upworthy: 10 Ways To Win The Internets

  • 1. s ‘ 10 WAYS TO WIN THE INTERWEBS Through Sexier Shares and Epic Visuals*
  • 2.  
  • 5.  o f
  • 6.  testing tons!
  • 10.  hits! optimized
  • 11.  but l
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  • 30.  specia Click
  • 31.  to
  • 32.  see
  • 33.  @ Sara Critchfield Adam Mordecai
  • 34.   @saracritchfield @advodude Netroots Nation 2012 @ #NNUPFTW @upworthy if you are inclined to tweet 1
  • 35. ? Click
  • 36.  to
  • 37.  see
  • 38.  our story
  • 39.  @
  • 40.  
  • 41.  
  • 42.  
  • 43.  
  • 44.  
  • 45.  
  • 46.  
  • 47.  . 2
  • 48. Our Founders Eli Pariser Chris Hughes Peter Koechley 3
  • 49. Blend It All Together ches
  • 52.  2012 Laun = As
  • 53.  of
  • 57.  77
  • 62.  and
  • 66. What Makes Us Fancy Experts? @ @ Sara Adam Critchfield Mordecai Upworthy Editor Upworthy Curator BA in Visual Communications Worked on the Dean campaign from Drexel and maybe caused the scream? MA in Non-Profit Management Used to build websites for Non-Profits From U of Pennsylvania and stuff Did time at Move-On as their Been screwing around on the Community Director internet for decades Helped build their Social Sharing platform Can imitate muppets Is a *shudder* socialist Is a shrill progressive 5
  • 67. Definition of Upworthy Mitt Romney Rumor that Mitt Getting Tied Romney To His Roof* joked about tying the middle class to his roof.* A video of a middle class person catching Romney saying the Mitt Romney roof thing.* Tied His Dog On The Roof *as far as we know this HAS NOT HAPPENED. Yet. 6
  • 68. POP QUIZ - Pick A Headline! The West Wing learns that the map they’ve known for centuries is a lie and that Africa is way bigger. A. We Have Been Mislead By An Erroneous Map Of The World For 500 Years B. You Know That Map Of The World You First Saw As A Kid? That's Wrong. Which headline wins? Answers at the end. 7
  • 69. POP QUIZ - Pick A Headline! The West Wing learns that the map they’ve known for centuries is a lie and that Africa is way bigger. Click
  • 70.  to
  • 71.  see
  • 72.  @
  • 73.   8
  • 74. So Finally 10 Interwebz Things To Know For The Winning 9
  • 75. 1. Nobody Knows Anything. You do not know how to make your video go totally viral. Also, we do not know how to make your video go totally viral. Unless you harness the magical powers of a unicorn horn, you will never know how to make all your stuff go totally viral. 10
  • 76. 2. Virality Can Be Complex 11
  • 77. Math Is Hard Shares Clicks x View Share =virality Shares per View Clicks per Share Viral? LOW LOW nope HIGH LOW kinda LOW HIGH so-so HIGH HIGH Hell Yeah! To
  • 78.  get
  • 80.  you
  • 83.  on
  • 85.   12
  • 86. 3. This Headline Is More Important Than This Talk Obama Blasts Obama's Evasive Stance On Gay Marriage Great
  • 88.  but
  • 89.  now
  • 90.  I
  • 91.  know what
  • 92.  it
  • 93.  is
  • 94.  and
  • 97.  to
  • 98.  click Obama Says Same-Sex Marriage Should Be Legal BOOORING.
  • 100.  done. Now THIS Is Why I Voted For Barack Obama What’s
  • 101.  THIS
  • 103.  I
  • 104.  MUST
  • 108.  click.... 13
  • 109. Upworthy’s Editorial Process 1. You HAVE to crap out 25 headlines for every piece of content 2.You WILL write some really stinky headlines. 3. Once you start getting desperate, you start thinking outside the box. 4.So you HAVE TO WRITE 25 HEADLINES. 5. #24 will suck. Then #25 will be a gift from the headline gods and will make you a legend. 6.Accept that not every headline will be perfect. 7.Then write 25 headlines. 8. With practice, you’ll be writing 25 in 15 minutes. Then I will give you permission to lower your limit. SO PLEASE WRITE 25 HEADLINES 14
  • 110. YOU WILL WRITE 25 HEADLINES!1!!!1 Otherwise, people won’t click your links. so I’d write 25 headlines. 15
  • 111. POP QUIZ - Pick A Headline! One of our biggest hits was an infographic on media consolidation. Guess which headline won? A. Who Controls 90% Of Everything Americans Watch, Hear, And Read?  B. The Real Reason They Still Play 'Mrs. Robinson' On The Radio  Which headline wins? 16
  • 112. POP QUIZ - Pick A Headline! One of our biggest hits was an infographic on media consolidation. Guess which headline won? Click
  • 113.  to
  • 114.  see
  • 115.  @
  • 116.   17
  • 117. Also... Not sure if we mentioned this yet but you should write 25 headlines unless you want the terrorists to win. 18
  • 118. Guess The Winning Headline CALL TO ACTION: Show Your Support For The Very First Gay Father's Day Ad What Heroic Thing Did JC Penney Do After Being Targeted by An Anti-Gay Group? This might seems hilarious, but think deeper Top 10 reasons why men shouldn't be ordained  One Of The Greatest Love Stories I've Ever Seen In 1 Minute And 41 Seconds One Of The Greatest Military Homecomings I've Ever Seen In 1 Minute And 41 Seconds 19
  • 119. Guess The Winning Headline 3X
  • 120.  clicks @ 3X
  • 121.  clicks @ 2X
  • 122.  clicks @ 20
  • 123. When People Share Anger The Sweet Spot Relaxation Happiness Don’t share “just chill, we’re all gonna die anyways.” Sadness Click
  • 124.  to
  • 125.  see
  • 127.   NY
  • 129.  Study 21
  • 130. 4. Make It Easy To Share Click
  • 131.  to
  • 132.  see
  • 133.  @
  • 134.   22
  • 135. We Write Many Thingers 23
  • 136. We Write Many Thingers 24
  • 137. Click
  • 138.  an
  • 139.  image The Share Image Is to
  • 140.  see
  • 142.  page Kind Of A Big Deal Secrets...
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  • 166.  
  • 167.  Secrets... close
  • 168.  up
  • 170.  when Curiousity?
  • 171.  WTF? Hero/villain Photoshopped?
  • 172.  nope. Curiousity?
  • 174.  is
  • 175.  hard... 25
  • 176. Then we kick our curators- er- tires... Does it leave them wanting more? Is it framed to share? Is it ready to go? Do we need an A/B test? 26
  • 177. Case Study: Zach Wahls written
  • 178.  by Zach Wahls Speaks About Family (youtube title) (~1M views) Text Two Lesbians Raised A Baby And This Is What They Got (moveon title) (~17 million views) Click
  • 179.  to
  • 180.  see
  • 181.  @
  • 182.   27
  • 183. Case Study: It’s Time The PERFECT Argument For Gay Marriage Click
  • 184.  to
  • 185.  see
  • 186.  @ Watching This Video Is Like 10
  • 187.   Years In Therapy They Fight. They Love. They Live. Also, They’re Gay. If This Makes You Uncomfortable, You Make Me Uncomfortable share
  • 190.  it
  • 191.  to
  • 192.  11 28
  • 193. Case Study: Get The Facts Click
  • 194.  to
  • 195.  see
  • 196.  @ Original:  Stephanie Cutter: Get the facts on Mitt Romney, Big Oil, and the Koch
  • 197.   Brothers It's About Time: Obama Campaign Calls Out Right Wing Lies Truth In A Campaign Ad? I'm As Surprised As You Are.  300,000 Views This Is How You Kill An Attack Ad 23x
  • 198.  the
  • 199.  clicks 29
  • 200. 5. I Know Your Boss Thinks It’s A Waste Of Time but, I have an idea. You should write 25 headlines and make it easier to share. Then people will want to “click” on your “stuff” and bring “traffic” back to your “website.” Then your boss will “finally get it.” 30
  • 201. 6. Optimize Prime Your website is the gateway drug to sharing. Make sure it shares properly. You should always be testing, always adapting, always challenging what works @
  • 203.  site Art by Tim Doyle of Nakatomi Inc 31
  • 204. If you don’t this will happen... 32
  • 205. Design Case Study: Share Floating Original Link 1 Floating FB Link 2 Floating Overlay Links + Links Above 33
  • 206. Design Case Study: Share Floating 2 Overlay 142% Links + Links Above Increase in sharing Click
  • 207.  to
  • 208.  see
  • 209.  @
  • 210.   34
  • 211. Design Case Study: Share Floating Original Link Floating Hover Overlay Links + Links Above 35
  • 212. Design Case Study: Share Floating Hover Overlay Click
  • 213.  to
  • 214.  see
  • 215.  @ Links
  • 216.   + Links Above 398% Increase in WINNING! 36
  • 217. 7. Prioritize For Where The People Live good
  • 219.  if
  • 220.   hey
  • 221.  ladies! not
  • 222.  that
  • 225.  it
  • 226.  you Pix
  • 227.  please! but
  • 228.  they
  • 229.  like
  • 230.  facts are
  • 231.  a
  • 232.  god. 37
  • 233. 8. Facebook: If You Aren’t There, You Lose Photo posts Links on photo posts Making an ask have 3-4 x to your content get increases interaction the engagement. 10-30% increase in (DO NOT FEEL clicks GUILT IF YOUR CAUSE IS RIGHTEOUS!) 38
  • 234. Links on Photo Posts... 1. Post a link to your content on 2. Make a photo post related to your your site. Wait a bit... content and link it back to the site. Click
  • 235.  to
  • 236.  see
  • 237.  @
  • 238.   39
  • 239. 9. Always. Be. TESTING. Optimize.ly Google Twitter Analytics A/B Test constantly Bit.ly + Facebook + Delete Button Intuition 40
  • 240. 10A. SERIOUSLY, YOU ARE DUMB We are slightly less dumb than you. Our 2 biggest hits were written up by interns. You will be wrong 90% of the time. Accept it, move on. If you find any unicorn horns let me know. No, we can’t make your thinger go viral. 41
  • 241. 10B. Always Make An Ask. Also, can I ask a favor? see
  • 242.  @ Clic k
  • 243.  to
  • 244.  
  • 245.   Like us on Facebook follow @upworthy, @saracritchfield, @advodude on Twittter Share our stuff Ask us some questions... make sure to test things... and always write 25 headlines. and if you downloaded this as a PDF, you can find the internets version here . Upworthy's 10 Ways To Win The Internets by Upworthy is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. Permissions beyond the scope of this license may be available at http://facebook.com/upworthy. 42