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

1. Algorithms
are the new
gatekeepers.
Content Distribution and Workflow in the Social Web.
@andreasklinger, 2013-10-17

2. Hello.
@andreasklinger
Co-Founder of @diesocialisten
Head of Product www.swat.io

3. Goal of this talk:
“We need more
engagement”
vs
“We need more
engagement
of type X,
because…”

4. 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

5. re
ak
om
m
er
ci a
lB
C
Swat.io
“Manage
Social Media
As A Team”
swat.io
social-media workflows and ticketing

6. re
ak
om
m
er
ci a
lB
C
Content Planning
- incl approval / workflow
swat.io
social-media workflows and ticketing

7. re
ak
om
m
er
ci a
lB
C
Community Management
- incl customer care
swat.io
social-media workflows and ticketing

8. 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

9. Goal of this talk:
“We need more
engagement”
vs
“We need more
engagement
of type X,
because…”

10. Why do we
produce
content?

11. If we produce it...
.... will they come?

12. Content
Distribution
In Social Web

13. False Web 2.0 claim:
“Gatekeepers are dead”
swat.io
social-media workflows and ticketing

14. The Internet didn’t kill gatekeepers.
It just introduced new ones.
Algorithms
are the new
gatekeepers
swat.io
social-media workflows and ticketing

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

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

17. Algorithms decide
which blog posts
get more attention.
swat.io
social-media workflows and ticketing

18. ...what movies you
are more likely to
watch.
swat.io
social-media workflows and ticketing

19. ...which websites
you are going to read.
swat.io
social-media workflows and ticketing

20. ...what news of friends
you are more likely to
hear about.
swat.io
social-media workflows and ticketing

21. brands
...what news of friends
you are more likely to
hear about.
swat.io
social-media workflows and ticketing

22. ... and this is just the
beginning.
swat.io
social-media workflows and ticketing

23. “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

24. Understand the algorithms of
distribution channels.

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

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

27. Facebook Newsfeed is
the real distribution channel.
swat.io
social-media workflows and ticketing

28. It doesn’t matter how
your post looks on your page.
People consume it in their newsfeed.
swat.io
social-media workflows and ticketing

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

30. Example Facebook:
“Edgerank” = Affinity x Weight x Decay*
*... simplified
swat.io
social-media workflows and ticketing

31. 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

32. 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

33. 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

34. Facebook wants
multiple people
posting the same.
(Affinity, Weight)
swat.io
social-media workflows and ticketing

35. 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

36. Channels change, always.
Measure to learn, always.
swat.io
social-media workflows and ticketing

37. New
Facebook
Insights
swat.io
social-media workflows and ticketing

38. Which posts worked?
swat.io
social-media workflows and ticketing

39. But there is more....
Which time works?
Do Weekends?
swat.io
social-media workflows and ticketing

40. But there is more....
Which time works?
Do Weekends?
Do people visit our tabs?
swat.io
social-media workflows and ticketing

41. 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

42. 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

43. Other channels.
Other rules/algorithms.
swat.io
social-media workflows and ticketing

44. Eg some channels
punish
re-postings
swat.io
social-media workflows and ticketing

45. In some channels
you benefit from
reposting.
swat.io
social-media workflows and ticketing

46. In some channels
you have almost no
distribution unless
you get featured.
swat.io
social-media workflows and ticketing

47. Focus on the channels you understand.
Optimise content for those channels.
swat.io
social-media workflows and ticketing

48. Eg. Facebook - experiment with titles, images
and description text.
<- changeme
changeme -^
<- changeme
swat.io
social-media workflows and ticketing

49. Highly recommend:
Upworthy’s Slideshare:
http://bit.ly/up-viral
swat.io
social-media workflows and ticketing

50. Create great content, but focus on distribution.
Tools come and go.
Understand your channels.
Be able to measure and learn.

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