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 Marketing Developer program. swat.io social-media workflows and ticketing

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-media workflows and ticketing

Sidenote: Algorithms are instructions for
computers that specify how to act (eg. handle data.) swat.io social-media workflows and ticketing

Algorithms Algorithms decide which emails
get more attention. - Spam - Tabs - “Important” swat.io social-media workflows and ticketing

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 content to more humans. swat.io social-media workflows and ticketing

Understand the algorithms of distribution
channels.

Content Distribution Content / Story
Hosting Medium Distribution Channels Audience swat.io social-media workflows and ticketing

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

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 and ticketing

Example Facebook: “We want more
shares of our blog posts” “We want more likes on our fanpage” swat.io social-media workflows and ticketing

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 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

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

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

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 social-media workflows and ticketing

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 ticketing

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

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

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-media workflows and ticketing

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 learn.

Thanks Feel free to connect:
andreas.klinger@swat.io @andreasklinger www.swat.io