Algorithms are the new gatekeepers

Marketing

die-socialisten
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Content Distribution and Workflow in the Social Web - Andreas Klinger @ Smart Content Day, Vienna, October 17th, 2013
Text
  • 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
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