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Integrating your web site with social media and blogging platforms, like Facebook, Twitter or Tumblr, seems like a no brainer. Just throw up some share buttons and watch the traffic flow in. This will present a number of different approaches that Polyvore (www.polyvore.com) tried, some of the technical pain points and show what worked… and what didn't.Slides from Polyvore Tech Talk #2
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Discover your style
10 Things Not To DoAdding Social Sharing to your site
jonathan@polyvore.com
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04/08/2023
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Why share? Page views, visitors
o Advertisingo Marketingo Organic, by your own users
o Posts by bloggerso Tweets on Twittero Likes on Facebooko…
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Facebook500M
Twitter200M
Tumblr19M
Your Site
Word-press19M
You
The Organic Game Plan
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1. I know what’s going on
Nothing does what you expect
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Nothing does what you expect
o Don’t assume something is working the way you think it iso Facebook > Twitter > Tumblr …o StumbleUpon WTF?!
o Measure, instrument and iterateo CTR and actions on your site
oGA + your own measuring systemo Activity on others
o Facebook insightso3rd party providers like awe.sm
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2. I’ll focus on the CTR on my site
Don’t be so narrow. Its part of a larger loop
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User 1 likes set(20%)
Its part of a larger loop
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User 2 sees like in their stream
(10%)
Its part of a larger loop
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User 2 clicks on link(1%)
Its part of a larger loop
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User 2 starts using site
(10%)
Its part of a larger loop
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User 2 sees like in their stream
(10%)
User 2 clicks on link(1%)
User 2 starts using site
(10%)
User 1 likes set(20%)
Its part of a larger loop
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3. Users want to share
Not really, not all the time
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25%
75%
Not really, not all the time
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4. One size fits allNo. Bloggers and social sharers have different goals
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Bloggers and social sharers have different goals
o Bloggers want editorial controlo Don’t publish as often, only their stuffo Care a lot about presentation
o Social sharers like to share ofteno Care less about the message they are sharingo Opportunistic, any content will doo Quick and easy wins
o Optimize dialogs for one or the other
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Optimizing Social Sharing on Publish
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5. All shares are equal
Nope. One share isn’t as good as the next
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Facebook, Twitter
o Lots of peopleo Content is short-livedo Environment is noisyo Viewership may be smallo Content may not even show upo Low match to reader interest
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Bloggers
o Fewer people to share your content
o Adds SEO valueo Content richer, lasts
longero Rendering on multiple
platforms is painful
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6. Users can read
But they don’t and won’t
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They don’t and won’t
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7. Wizards are better than complex forms
Breaking a dialog up won’t help
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VS
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VS
Progressive permissions vs Single login
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Breaking a dialog up won’t help
o Wizards aren’t always the answer to a complex set of actionso If “cancel” is an option…
o Put something you want them to do with something they want to do
o One scary FB dialog > multiple less scary FB dialogs
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8. More networks = better
Less is more, or at least the same
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Less is more, or at least the same
o Overlap between networkso Vertical networks are better than general
oneso How many do you really need for 90%
coverage? 1? 2? 3?o Placing 50 buttons is kind of hardo Picking 1 icon from 50 is too
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9. Make complex simple … by hiding
This really works …
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This really works … it does… errr, too well
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10. Something we didn’t mention?
Come work at Polyvore and let us know
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Conclusion
o Segment your userso Know what each group wants
o Choose your momento Pushing icons everywhere isn’t going to work
o Cliché: keep it simpleo Do your users really need that option?
o Measure, measure, measureo Keep track of the loop
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Thank You
Questions?
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How Big is Polyvore?
1M sets
Sets created monthly
1.5M clips
Images clipped monthly
10M visitors
Unique visitors to Polyvore monthly
140M views
Pageviews on Polyvore monthly
7 minutes
Average time on site
12.4%
Of Polyvore’s users visit 100+ times monthly
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35M impressions
Impressions on blogs & other websites
Get impressions from FB
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