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

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FRAMEWORK FOR MEASURING SOCIAL QUALITY OF CONTENT BASED ON USER SHARING BEHAVIOR Nanda Kishore Chief Technology Officer, ShareThis [email protected] Leader in Sharing & Social Targeting.

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

Nanda Kishore

Chief Technology Officer, ShareThis

[email protected]

leader in sharing social targeting
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

sharing is bigger than any single platform
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

social quality index sqi
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%

sqi methodology
SQI Methodology

19+ Billion Monthly Events

Domain & Category SQI Scores

Hadoop/HDFS framework

sqi for publishers summary
SQI for Publishers – Summary

SQI score – social activity relative to network “Social PageRank”

sqi for publishers content insights
SQI for Publishers – Content Insights

Network-wide insights & editorial guidance drives engaged users

high sqi sites examples
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

sqi for advertisers brand study electronics
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

sqi for advertisers food drink example
SQI for Advertisers – Food & Drink Example

AverageCTR – 0.09%

AverageCTR – 0.15%

SQI Campaign start

social quality index sqi1
Social Quality Index - SQI

Subhead (20pt)

Subsubhead (16pt)

Body copy (12pt)

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