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URLs are
the new cookies
(HT: @acroll of http://www.watchingwebsites.com/)




           BarCampLA 7
           May 2, 2009

                © 2009 Snowball Factory, Inc.
URLs are the highest
 common denominator

• “Links are the currency of the web
  and traffic is money so these are
  important trends for our portfolio
  companies and for everyone who does
  business on the web.” - Fred Wilson,
  The Rising Power Of Social Media As A
  Traffic Driver (3/12/09)


               © 2009 Snowball Factory, Inc.
This shit is for realz!
• Facebook users share 28M pieces of content a month
• >18M Facebook users update their status messages
      ≥1x per day

• 8.70% of visits to PerezHilton.com came from
      Facebook compared to 7.62% from Google the week
      ending February 20, 2009

• Referrals to video sites in February 2009:
     • 3.32% from Facebook (+112% Y/Y)
     • 0.084% from Twitter (+ 41,900% Y/Y)
Source: http://newteevee.com/2009/03/06/changing-nature-of-virality-facebook-and-twitter/


                                                  © 2009 Snowball Factory, Inc.
But it’s incredibly
   hard to track!




Your site analytics are lying to you.



             © 2009 Snowball Factory, Inc.
But it’s incredibly
   hard to track!

            Not really!




Your site analytics are lying to you.



             © 2009 Snowball Factory, Inc.
© 2009 Snowball Factory, Inc.
© 2009 Snowball Factory, Inc.
© 2009 Snowball Factory, Inc.
259,439 people via 133 tweets
Source: http://tweetreach.com

                                © 2009 Snowball Factory, Inc.
259,439 people via 133 tweets
Source: http://tweetreach.com

                                © 2009 Snowball Factory, Inc.
Where did they
        come from?
• 50+ unique referring domains
  • Only 59% came from twitter.com
• 37.2% clicks with no referrer info
  • 23.6% from desktop clients
  • 11.1% from mobile clients
    • 9.7% from iPhone/iPod Touch
               © 2009 Snowball Factory, Inc.
Page Web vs People Web




        © 2009 Snowball Factory, Inc.
Page Web vs People Web
         <html>


                                 <html>




                  <html>
<html>
                                          <html>




                             <html>
     <html>




                    <html>



                                          © 2009 Snowball Factory, Inc.
Page Web vs People Web
         <html>


                                 <html>




                  <html>
<html>
                                          <html>




                             <html>
     <html>




                    <html>



                                          © 2009 Snowball Factory, Inc.
Page Web vs People Web
         <html>


                                 <html>




                  <html>
<html>
                                          <html>




                             <html>
     <html>




                    <html>



                                          © 2009 Snowball Factory, Inc.
Page Web vs People Web
         <html>


                                 <html>




         Fundamentally Different
                  <html>
<html>


           Network Dynamics
                                          <html>




                             <html>
     <html>




                    <html>



                                          © 2009 Snowball Factory, Inc.
Page Web vs People Web
         <html>


                                 <html>




                  <html>
<html>
                                          <html>




                             <html>
     <html>




                    <html>



                                          © 2009 Snowball Factory, Inc.
Page Web vs People Web
         <html>

                     Links Endorsements Shares
                        <html>



              Publishers                                        Consumers
                                      Curators
                <html>
<html>
                                <html>

                  PageRank                                      Influence
                                     Authority

                       <html>

         Pull (Search)                                          Push (Comms)
     <html>
                                    Discovery



                  Aggregate                                     Personal
                                    Relevance
                    <html>



                                © 2009 Snowball Factory, Inc.
Page Web vs People Web
         <html>

                     Links Endorsements Shares
                        <html>



              Publishers                                        Consumers
                                      Curators
                <html>
<html>
                                <html>

                  PageRank                                      Influence
                                     Authority

                       <html>

         Pull (Search)                                          Push (Comms)
     <html>
                                    Discovery



                  Aggregate                                     Personal
                                    Relevance
                    <html>



                                © 2009 Snowball Factory, Inc.
Page Web vs People Web
         <html>

                     Links Endorsements Shares
                        <html>



              Publishers                                        Consumers
                                      Curators
                <html>
<html>
                                <html>

                  PageRank                                      Influence
                                     Authority

                       <html>

         Pull (Search)                                          Push (Comms)
     <html>
                                    Discovery



                  Aggregate                                     Personal
                                    Relevance
                    <html>



                                © 2009 Snowball Factory, Inc.
Page Web vs People Web
         <html>

                     Links Endorsements Shares
                        <html>



              Publishers                                        Consumers
                                      Curators
                <html>
<html>
                                <html>

                  PageRank                                      Influence
                                     Authority

                       <html>

         Pull (Search)                                          Push (Comms)
     <html>
                                    Discovery



                  Aggregate                                     Personal
                                    Relevance
                    <html>



                                © 2009 Snowball Factory, Inc.
Page Web vs People Web
         <html>

                     Links Endorsements Shares
                        <html>



              Publishers                                        Consumers
                                      Curators
                <html>
<html>
                                <html>

                  PageRank                                      Influence
                                     Authority

                       <html>

         Pull (Search)                                          Push (Comms)
     <html>
                                    Discovery



                  Aggregate                                     Personal
                                    Relevance
                    <html>



                                © 2009 Snowball Factory, Inc.
People Web needs
       new tools
• Page Web
 • Backlinks = Flow of Content
 • Referrers = Flow of Attention
• People Web
 • Share channels are opaque
 • Referrers are useless
               © 2009 Snowball Factory, Inc.
Capturing Context

• Every share action is rich with
  valuable metadata

  • Who, What, When, Where, Why, How
• There is a unique opportunity to
  capture it at the point of sharing
• Add value by encoding it in a
  standardized structured form

               © 2009 Snowball Factory, Inc.
Social Media as marketing

    Creative




  Call-to-Action




   Landing Page




   Conversion



                   © 2009 Snowball Factory, Inc.
Social Media as marketing
                                    Compelling content produced/
    Creative                        published within existing social
                                    media services


                                    Links in content description back to
  Call-to-Action
                                    Branded Site


                                    Contextually relevant page on
   Landing Page
                                    Branded Site

                                    • Branded Site Traffic
                                    • Content Interactions
   Conversion
                                    • Subscription Actions
                                    • Buzz


                   © 2009 Snowball Factory, Inc.
Social Media as marketing
                                    Compelling content produced/
    Creative                        published within existing social
                                    media services


                                    Links in content description back to
  Call-to-Action
                                    Branded Site


                                    Contextually relevant page on
   Landing Page
                                    Branded Site

                                    • Branded Site Traffic
                                    • Content Interactions
   Conversion
                                    • Subscription Actions
                                    • Buzz


                   © 2009 Snowball Factory, Inc.
Social Media as marketing
                                    Compelling content produced/
    Creative                        published within existing social
                                    media services


                                    Links in content description back to
  Call-to-Action
                                    Branded Site


                                    Contextually relevant page on
   Landing Page
                                    Branded Site

                                    • Branded Site Traffic
                                    • Content Interactions
   Conversion
                                    • Subscription Actions
                                    • Buzz


                   © 2009 Snowball Factory, Inc.
Social Media as marketing
                                    Compelling content produced/
    Creative                        published within existing social
                                    media services


                                    Links in content description back to
  Call-to-Action
                                    Branded Site


                                    Contextually relevant page on
   Landing Page
                                    Branded Site

                                    • Branded Site Traffic
                                    • Content Interactions
   Conversion
                                    • Subscription Actions
                                    • Buzz


                   © 2009 Snowball Factory, Inc.
Thanks!
    http://awe.sm • @awesm
jonathan@jonathanhstrauss.com




           © 2009 Snowball Factory, Inc.

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URLs are the new cookies

  • 1. URLs are the new cookies (HT: @acroll of http://www.watchingwebsites.com/) BarCampLA 7 May 2, 2009 © 2009 Snowball Factory, Inc.
  • 2. URLs are the highest common denominator • “Links are the currency of the web and traffic is money so these are important trends for our portfolio companies and for everyone who does business on the web.” - Fred Wilson, The Rising Power Of Social Media As A Traffic Driver (3/12/09) © 2009 Snowball Factory, Inc.
  • 3. This shit is for realz! • Facebook users share 28M pieces of content a month • >18M Facebook users update their status messages ≥1x per day • 8.70% of visits to PerezHilton.com came from Facebook compared to 7.62% from Google the week ending February 20, 2009 • Referrals to video sites in February 2009: • 3.32% from Facebook (+112% Y/Y) • 0.084% from Twitter (+ 41,900% Y/Y) Source: http://newteevee.com/2009/03/06/changing-nature-of-virality-facebook-and-twitter/ © 2009 Snowball Factory, Inc.
  • 4. But it’s incredibly hard to track! Your site analytics are lying to you. © 2009 Snowball Factory, Inc.
  • 5. But it’s incredibly hard to track! Not really! Your site analytics are lying to you. © 2009 Snowball Factory, Inc.
  • 6. © 2009 Snowball Factory, Inc.
  • 7. © 2009 Snowball Factory, Inc.
  • 8. © 2009 Snowball Factory, Inc.
  • 9. 259,439 people via 133 tweets Source: http://tweetreach.com © 2009 Snowball Factory, Inc.
  • 10. 259,439 people via 133 tweets Source: http://tweetreach.com © 2009 Snowball Factory, Inc.
  • 11. Where did they come from? • 50+ unique referring domains • Only 59% came from twitter.com • 37.2% clicks with no referrer info • 23.6% from desktop clients • 11.1% from mobile clients • 9.7% from iPhone/iPod Touch © 2009 Snowball Factory, Inc.
  • 12. Page Web vs People Web © 2009 Snowball Factory, Inc.
  • 13. Page Web vs People Web <html> <html> <html> <html> <html> <html> <html> <html> © 2009 Snowball Factory, Inc.
  • 14. Page Web vs People Web <html> <html> <html> <html> <html> <html> <html> <html> © 2009 Snowball Factory, Inc.
  • 15. Page Web vs People Web <html> <html> <html> <html> <html> <html> <html> <html> © 2009 Snowball Factory, Inc.
  • 16. Page Web vs People Web <html> <html> Fundamentally Different <html> <html> Network Dynamics <html> <html> <html> <html> © 2009 Snowball Factory, Inc.
  • 17. Page Web vs People Web <html> <html> <html> <html> <html> <html> <html> <html> © 2009 Snowball Factory, Inc.
  • 18. Page Web vs People Web <html> Links Endorsements Shares <html> Publishers Consumers Curators <html> <html> <html> PageRank Influence Authority <html> Pull (Search) Push (Comms) <html> Discovery Aggregate Personal Relevance <html> © 2009 Snowball Factory, Inc.
  • 19. Page Web vs People Web <html> Links Endorsements Shares <html> Publishers Consumers Curators <html> <html> <html> PageRank Influence Authority <html> Pull (Search) Push (Comms) <html> Discovery Aggregate Personal Relevance <html> © 2009 Snowball Factory, Inc.
  • 20. Page Web vs People Web <html> Links Endorsements Shares <html> Publishers Consumers Curators <html> <html> <html> PageRank Influence Authority <html> Pull (Search) Push (Comms) <html> Discovery Aggregate Personal Relevance <html> © 2009 Snowball Factory, Inc.
  • 21. Page Web vs People Web <html> Links Endorsements Shares <html> Publishers Consumers Curators <html> <html> <html> PageRank Influence Authority <html> Pull (Search) Push (Comms) <html> Discovery Aggregate Personal Relevance <html> © 2009 Snowball Factory, Inc.
  • 22. Page Web vs People Web <html> Links Endorsements Shares <html> Publishers Consumers Curators <html> <html> <html> PageRank Influence Authority <html> Pull (Search) Push (Comms) <html> Discovery Aggregate Personal Relevance <html> © 2009 Snowball Factory, Inc.
  • 23. People Web needs new tools • Page Web • Backlinks = Flow of Content • Referrers = Flow of Attention • People Web • Share channels are opaque • Referrers are useless © 2009 Snowball Factory, Inc.
  • 24. Capturing Context • Every share action is rich with valuable metadata • Who, What, When, Where, Why, How • There is a unique opportunity to capture it at the point of sharing • Add value by encoding it in a standardized structured form © 2009 Snowball Factory, Inc.
  • 25. Social Media as marketing Creative Call-to-Action Landing Page Conversion © 2009 Snowball Factory, Inc.
  • 26. Social Media as marketing Compelling content produced/ Creative published within existing social media services Links in content description back to Call-to-Action Branded Site Contextually relevant page on Landing Page Branded Site • Branded Site Traffic • Content Interactions Conversion • Subscription Actions • Buzz © 2009 Snowball Factory, Inc.
  • 27. Social Media as marketing Compelling content produced/ Creative published within existing social media services Links in content description back to Call-to-Action Branded Site Contextually relevant page on Landing Page Branded Site • Branded Site Traffic • Content Interactions Conversion • Subscription Actions • Buzz © 2009 Snowball Factory, Inc.
  • 28. Social Media as marketing Compelling content produced/ Creative published within existing social media services Links in content description back to Call-to-Action Branded Site Contextually relevant page on Landing Page Branded Site • Branded Site Traffic • Content Interactions Conversion • Subscription Actions • Buzz © 2009 Snowball Factory, Inc.
  • 29. Social Media as marketing Compelling content produced/ Creative published within existing social media services Links in content description back to Call-to-Action Branded Site Contextually relevant page on Landing Page Branded Site • Branded Site Traffic • Content Interactions Conversion • Subscription Actions • Buzz © 2009 Snowball Factory, Inc.
  • 30. Thanks! http://awe.sm • @awesm jonathan@jonathanhstrauss.com © 2009 Snowball Factory, Inc.

Notas do Editor

  1. The web is a content network that is fragmenting into two sub-networks: - Static Web: network nodes = *pages* - Social Web: network nodes = *people*
  2. The web is a content network that is fragmenting into two sub-networks: - Static Web: network nodes = *pages* - Social Web: network nodes = *people*
  3. The web is a content network that is fragmenting into two sub-networks: - Static Web: network nodes = *pages* - Social Web: network nodes = *people*
  4. The web is a content network that is fragmenting into two sub-networks: - Static Web: network nodes = *pages* - Social Web: network nodes = *people*
  5. The web is a content network that is fragmenting into two sub-networks: - Static Web: network nodes = *pages* - Social Web: network nodes = *people*
  6. The web is a content network that is fragmenting into two sub-networks: - Static Web: network nodes = *pages* - Social Web: network nodes = *people*
  7. The web is a content network that is fragmenting into two sub-networks: - Static Web: network nodes = *pages* - Social Web: network nodes = *people*
  8. The web is a content network that is fragmenting into two sub-networks: - Static Web: network nodes = *pages* - Social Web: network nodes = *people*
  9. The web is a content network that is fragmenting into two sub-networks: - Static Web: network nodes = *pages* - Social Web: network nodes = *people*
  10. The web is a content network that is fragmenting into two sub-networks: - Static Web: network nodes = *pages* - Social Web: network nodes = *people*
  11. The web is a content network that is fragmenting into two sub-networks: - Static Web: network nodes = *pages* - Social Web: network nodes = *people*
  12. The web is a content network that is fragmenting into two sub-networks: - Static Web: network nodes = *pages* - Social Web: network nodes = *people*
  13. The web is a content network that is fragmenting into two sub-networks: - Static Web: network nodes = *pages* - Social Web: network nodes = *people*
  14. The web is a content network that is fragmenting into two sub-networks: - Static Web: network nodes = *pages* - Social Web: network nodes = *people*
  15. The web is a content network that is fragmenting into two sub-networks: - Static Web: network nodes = *pages* - Social Web: network nodes = *people*