2. #LIFTSocial
What is About.com? • Founded in 1996.
• 85 million people visit about.com
every month.
• 13th largest site on the Internet.
• 1,000 Experts on topics from parenting
to technology, healthcare and cooking.
• Each month more people check out
About.com than Pandora, Twitter,
Buzzfeed, Linkedin or Netflix.
12. #LIFTSocial
4 Steps To A Social Discovery Workflow
Understand how your content is created and
structured.
1
Define your KPI and tools you need to measure
them.
Operationalize the learnings.
2
3
4
Embrace the anomalies.
14. #LIFTSocial
Why is content created?
Breaking
News
0-60 min
Reaction
60 min-24 hrs 24 hrs-7 days
Analysis Evergreen
7 days-until stale
Stale
Stale until
updated
Time since subject of content happened
15. #LIFTSocial
How long is content useful?
Real-Time
Good for 48 hours
after event
Good for 30-60 days a year Good any day of the year
EvergreenSeasonal
16. #LIFTSocial
Where will it be consumed?
On site Off site
• Website
• Mobile site
• Apps
• Social networks
• Facebook Instant Articles
• Google AMP
• Native content
• Email
17. #LIFTSocial
Which platform is content likely to be consumed on most often?
Desktop Tablet Mobile iOT
• Desktop
• Laptop
• Netbook
• iPad
• Android Tablet
• iPhone
• Android Phone
• Apple Watch
• Amazon Echo
• VR
19. #LIFTSocial
What matters most for us?
• Total sessions (all sources)
• Total page views (all sources)
• Page views per visit (all sources)
• Total sessions from social (all
sources)
• Total PV from social networks
• PPV from social networks
• % of total page views from social
• Share rate (% of times people
clicked share / total PV)
• Total Facebook Shares (lifetime)
• Total Pinterest Pins (lifetime)
• Total engagement on our O&O
social pages
• Total PV from our O&O social
pages
20. #LIFTSocial
Real-Time EvergreenSeasonal
On site:
• Google Real-Time
Off site:
• CrowdTangle
• Buffer Analytics
• Tailwind Analytics
On site:
• Google Analytics
Off site:
• Simply Measured
• Tailwind Analytics
On site
• Tableau
• Hue
Off site
• Simply Measured
• Tailwind Analytics
Line up dashboards against these
22. #LIFTSocial
Find duplicity / margin of error
• How “wrong” is the data compared to other
sources?
• What data sets can be unified? Which others
are duplicative?
• Is the data you’re making decisions on
reliable?
24. #LIFTSocial
The Sugar Glider Effect
Sugar Gliders are marsupials; that is their young start life off in a pouch (like
a kangaroo). They originally hail from Australia, Indonesia and New Guinea,
and live in forests. Their name is derived from their diet (in part they feed on
nectar and the sap of eucalyptus), and from the flap of skin they have
between their wrists and ankles that allows them to glide between trees.
They are omnivorous, meaning they will eat plant material and meat - food
in the wild include nectar, fruit, insects and even small birds or rodents. They
live in social family units in the wild, a trait which makes them inclined to
bond well with their human family. However, if they are deprived of social
interaction they will not thrive (in fact they can become depressed to the
point where they may die).
From: http://exoticpets.about.com/cs/sugargliders/a/sgaspets.htm
“
”
25. #LIFTSocial
Wait, what?
Sugar Gliders are marsupials; that is their young start life off in a pouch (like
a kangaroo). They originally hail from Australia, Indonesia and New Guinea,
and live in forests. Their name is derived from their diet (in part they feed on
nectar and the sap of eucalyptus), and from the flap of skin they have
between their wrists and ankles that allows them to glide between trees.
They are omnivorous, meaning they will eat plant material and meat - food
in the wild include nectar, fruit, insects and even small birds or rodents. They
live in social family units in the wild, a trait which makes them inclined to
bond well with their human family. However, if they are deprived of social
interaction they will not thrive (in fact they can become depressed to the
point where they may die).
From: http://exoticpets.about.com/cs/sugargliders/a/sgaspets.htm
“
”
33. #LIFTSocial
Where About.com content lives
Breaking
News
0-60 min
Reaction
60 min-24 hrs 24 hrs-7 days
Analysis Evergreen
7 days-until stale
Stale
Stale until
updated
Time since subject of content happened
34. #LIFTSocial
Which social networks are relevant when
Breaking
News
0-60 min
Reaction
60 min-24 hrs 24 hrs-7 days
Analysis Evergreen
7 days-until stale
Stale
Stale until
updated
Time since subject of content happened
39. #LIFTSocial
Daily stand up meeting
• Contains representatives from email, social, site programming and
data science teams.
Typical agenda:
• Review Trending topics in the news.
• Review Seasonal / Today in History possibilities.
• Review yesterday’s greatest hits on social, email, site programming.
• Recommendations on what content to share today.