Algorithms are the new gatekeepers

Algorithms are the new gatekeepersContent Distribution and Workflow in the Social Web.

@andreasklinger, 2013-10-17

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Hello.@andreasklingerCo-Founder of @diesocialistenHead of Product www.swat.io

http://www.swat.io

http://www.swat.io

Goal of this talk:

“We need more engagement”

vs“We need more engagement of type X,because…”

swat.iosocial-media workflows and ticketing

Die Socialisten

Commer

cial B

reak

Custom Apps for Social Media Marketing

Official member of Facebook's Preferred Marketing Developer program.


Swat.io

Commer

cial B

reak

“Manage Social Media As A Team”


Commer

cial B

reak

Content Planning

- incl approval / workflow


Commer

cial B

reak

Community Management

- incl customer care


vsCom

mercia

l Bre

ak

www.Swat.io - Manage Social Media As A Team.

http://www.Swat.io

http://www.Swat.io

Goal of this talk:

“We need more engagement”

vs“We need more engagement of type X,because…”

Why do we produce content?

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

Content Distribution

In Social Web


False Web 2.0 claim: “Gatekeepers are dead”


Algorithmsare the newgatekeepers

The Internet didn’t kill gatekeepers.It just introduced new ones.


Sidenote:Algorithms are instructions for computers that specify how to act (eg. handle data.)


Algorithms

Algorithms decide which emails get more attention.

- Spam- Tabs- “Important”


Algorithms decide which blog posts get more attention.


...what movies you are more likely to watch.


...which websites you are going to read.


...what news of friends you are more likely to hear about.


...what news of friends you are more likely to hear about.

brands


... and this is just the beginning.


“But humans decide...”

“Blogger blog”, “Facebookers like”, etc...

Humans act as curators for machines to feed the best content to more humans.

Understand the algorithms of distribution channels.


Content Distribution

AudienceDistribution Channels

HostingMedium

Content / Story


You like a pageand the brand earns privileges in the real distribution channel.


Facebook Newsfeed is the real distribution channel.


It doesn’t matter how your post looks on your page.People consume it in their newsfeed.


Example Facebook:

“We want more shares of our blog posts”“We want more likes on our fanpage”


Example Facebook:

“Edgerank” = Affinity x Weight x Decay*

*... simplified


user likes the page

friend likesthe post

user

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

likely to seein newsfeed


Users likes a object,becomes “story tellers”(Aka “talking about”)

“EdgeRank” decides if i am going to see it.


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-about-comfort-zones" } ]}

http://klinger.io/post/36585126176/the-founders-lie-about-comfort-zones





Facebook wants multiple people posting the same.(Affinity, Weight)


Try to reach different clusters of people.5 shares within one cluster < 5 shares within seperated clusters

vs


Channels change, always.Measure to learn, always.


NewFacebook Insights


Which posts worked?


But there is more....

Which time works? Do Weekends?




Do people visit our tabs?





Where do people like us?





Where do people like us?Which post type works?it’s usually different for each page.


Other channels.Other rules/algorithms.


Eg some channelspunish re-postings


In some channels you benefit from reposting.


In some channels you have almost no distribution unless you get featured.


Focus on the channels you understand. Optimise content for those channels.


Eg. Facebook - experiment with titles, images and description text.

<- changeme

<- changeme

changeme -^


Highly recommend:Upworthy’s Slideshare:http://bit.ly/up-viral

http://bit.ly/up-viral

http://bit.ly/up-viral

Be able to measure and learn.

Tools come and go.

Understand your channels.

Create great content, but focus on distribution.

ThanksFeel free to connect:

[email protected]@andreasklinger

www.swat.io

mailto:[email protected]

mailto:[email protected]

http://www.swat.io

http://www.swat.io

Algorithms are the new gatekeepers

Marketing

Transcript of Algorithms are the new gatekeepers