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FRAMEWORK FOR MEASURING SOCIAL QUALITY OF CONTENT BASED ON USER SHARING BEHAVIOR Nanda Kishore

FRAMEWORK FOR MEASURING SOCIAL QUALITY OF CONTENT BASED ON USER SHARING BEHAVIOR Nanda Kishore Chief Technology Officer, ShareThis nanda@sharethis.com. Leader in Sharing & Social Targeting.

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FRAMEWORK FOR MEASURING SOCIAL QUALITY OF CONTENT BASED ON USER SHARING BEHAVIOR Nanda Kishore

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  1. FRAMEWORK FOR MEASURING SOCIAL QUALITY OF CONTENT BASED ON USER SHARING BEHAVIOR Nanda Kishore Chief Technology Officer, ShareThis nanda@sharethis.com

  2. Leader in Sharing & Social Targeting Proprietary sharing platform enables mass data collection, advanced analytics, and effective ad targeting that powers superior monetization Massive Data Collection Ubiquitous Sharing Platform All shared content is indexed via keywords and user is cookied by keyword categories User shares content to their social media channel of choice via ShareThis widget Social Targeting Superior Monetization Ads are served to users who have shared or consumed content related to keywords Highly effective ad campaigns have resulted in significant traction from premium brands Targeted Ad Here

  3. Largest Ecosystem For Sharing & Engagement

  4. ShareThis Sharing Solutions

  5. Sharing Is Bigger Than Any Single Platform SHARING IS PEOPLE-CENTRIC, DYNAMIC AND NUANCED Each share = 8-10x visits For each FB share there are 2x more shares happening across web Social visitors are more engaged SHARING IS USER-CURATION AT SCALE – A GOOD PREDICTOR OF CONTENT QUALITY

  6. Social Quality Index - SQI For Publishers: editorial guidance, engaged audiences For Advertisers: new, powerful way to target audiences engaged and sharing the most social content SQI Ranking Based on Social Engagement Social Component of Total Traffic Low SQI High SQI Users on SQI sites are 40% more likely to click through to an advertiser site 40% Total Traffic Avg. Targeted audiences on SQI sites are 2x more likely to visit the advertiser site 2x High Social Component Low Social Component Sites are scored on 27 content categories SQI sites drive 15% more new visitors to an advertisers site 15%

  7. SQI Methodology 19+ Billion Monthly Events Domain & Category SQI Scores Hadoop/HDFS framework

  8. Distribution of SQI Sites SQI 5+ SQI > 9

  9. SQI for Publishers – Summary SQI score – social activity relative to network “Social PageRank”

  10. SQI for Publishers – Content Insights Network-wide insights & editorial guidance drives engaged users

  11. High SQI Sites - Examples Fashion collegefashionista.com neimanmarcus.com vogue.com stylisheve.com nicolerichie.com Tech itworld.com mashable.com tech.fortune.cnn.com infoworld.com visual.ly Sports Boxingscene.com Nikeinc.com Espn.go.com Cowboysblog.dallas.news.com Thepostgame.com

  12. SQI for Advertisers – Brand Study (Electronics) Control 40% Exposed 30% 63%lift Metric: Which brand do you consider to be leading the home appliance market? 31%lift 20% 10% 0 High SQI Regular Overall Campaign High SQI Sites = Higher propensity to respond to brand messages

  13. SQI for Advertisers – Food & Drink Example AverageCTR – 0.09% AverageCTR – 0.15% SQI Campaign start

  14. Thank You

  15. Social Quality Index - SQI Subhead (20pt) Subsubhead (16pt) Body copy (12pt)

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