Let‘s Get Technical: How to Make Social Work for You! · PDF fileNOEO GmbH | Let‘s Get Technical: How to Make Social Work for You! Michael Praetorius 1

NOEO GmbH | www.noeo.com

Let‘s Get Technical: How to Make Social Work for You!Michael Praetorius

1


First: my takeouts for you

‣Own your platform ‣Own your content ‣Know your users ‣get your own algorithm!

2


The Algorithm as a business model

3

‣ How many people click yes or no?‣ Do people who click have common close friends or specific

friends when they take a decision‣ Do people have similar interests?‣ Are there interests that influence user’s habit‣ Are there common contacts who influence user’s habit

‣ Question answered with the algorithm:‣ how desperate are people‣ how attractive are people to others‣ Who (even not registered) and what influences users



4



‣ Question answered with the algorithm:‣ how desperate are people‣ how attractive are people to others‣ Who (even not registered) and what influences users





‣ Question answered with the algorithm:‣ how trustworthy are people‣ how reliable are people to others‣ Who (even not registered) and what influences users

5

Michael, 36

would you lend money to me?


The ROI of Social Media

Do not count the people you reach but reach the people who count:

The return on invest of social media is an active, long-term customer relation.

6


what drives conversions?

critical mass critical density

7


Virals drive search traffic but no conversations:

‣ Cat content is great and works like old media models. You get attractions and views and you can monetize both with ad-sales.

‣ Viral videos do not grow in one niche community, virals spread through different communities with totally different demands.

‣ If you plan a viral for your Fans and Followers you will neither reach mass nor density. (broad topic vs. small interest group)

8


Virals drive search traffic but no conversations:

9

„Epic Split“

Google Trends


Dont’t count your likes! Validate your network and content

Example: irrelevant content posted to two different communities

Two check shirts (of YouTuber Christoph Krachten and Michael Praetorius on a table cloth in an Italian restaurant have totally different reactions in different communities.

10


max density: Ice Bucket Challenge

11


Content & Activation

‣Activation inside your community = dialog‣Activation on your website = information‣SEO = new contacts‣Viral Video = One Hit Wonder

12


Activate people over different channels

‣ Print / TV / Radio

‣ SEO

‣ Social Media

‣ Newsletters

‣ Notifications

13

‣ recognize users‣ care about demands‣ match content

‣ ask less‣ motivate more

activation content interaction


The important questions

‣Why should I use my social login instead of my email

‣ I do not want to provide my emailaddress, ask fo it later

‣ I want to use a service that is combined with twitter or facebook

‣Why should I share more data with you?

‣ What data do you really need at this point?

‣ How often can you update this data and ask for little more details?

‣What data are you allowed to store?

‣ Friendlist and interests are not legal in all usecases within the EU.

‣ Split „fun apps“ and „business cases“ in two different experiences, but combine them in the backend.

‣ Engage users to come back more often and do not collect all at at the same time

14


Don’t tell my friends what I would not tell them…

15


The reason why „frictionsless sharing“ did not work

16


interesting workaround:

17

NOEO GmbH | www.noeo.com 18




Beta-test instead of contest

‣ invite people to sign up via social logins‣measure the network density among all registered users

‣ roll out the first product-version to weak-connected early adopters and optimize the user-experience through user-data

‣ roll out the tested version to well-connected influencers with strong interest, add untested features for your first group only.

21


@praetorius

Thanks for your questions…right now or later via [email protected]

22

Documents

Let‘s Get Technical: How to Make Social Work for You! · PDF fileNOEO GmbH | Let‘s Get Technical: How to Make Social Work for You! Michael Praetorius 1