Professional Documents
Culture Documents
Overview
Social network for sharing text posts, images, videos >1 billion users (>600 million active users)
Benefits
Brand pages provide stronger customer/partner experience Ad platform increasingly effective for B2B lead gen High user engagement and content sharing activity
Considerations
Sample Metrics
Likes (Posts/Pages) Comments Shares URL Clicks Referral Traffic
Instagram integration grew user base, image sharing Increasing B2B applications and lead generation
Interactions are relationshipdriven, needing regular engagement Limited control over content sharing or commentary
Professional social network with >200 million users 60% of members live outside the U.S. in >200 countries
Generates more B2B leads than Facebook or Twitter Effective for branding and recruitment Employee interaction can aid reputation and recruitment
Referral traffic limited, but targeted with potential customers or recruits Employee interaction requires clear guidelines for behavior Trend toward more engaging design for brand pages
Users can interact with other professionals, companies and topic-specific groups
Microblogging platform with 140-character text-post limit Share (tweet) text updates, links, images and videos
Can allow for quick customer/ partner communications Strong use among journalists and investors Highly trafficked: 6 million monthly uniques Increasingly indexed in Google search results Strong for product and service education, featuring partners/ customers Integrated into other social media channel experiences (esp. Facebook, Twitter) Videos highly integrated into search results
Short form content can provide challenges for key message communications Requires consistent content syndication and monitoring
>200 million active users Vine service shares sixsecond video clips Video sharing site with >800 million monthly uniques #2 search engine in the world (behind Google)
Video creation can be expensive find a balance of value, exposure and cost Allows for comments to be turned off to limit negative exposure
YouTube
Channel
Overview
Social network sharing status updates, images, videos, etc. >235 million active users Lower overall engagement than Facebook Users +1 content/pages they like Presentation sharing site for uploading slide decks >60 million monthly visitors >130 million monthly pageviews Strong sales force use
Benefits
Highly integrated in Google search results Connect with partners and customers using Circles, Communities or Hangouts Can be integrated into other Google applications Branded channels host multiple elements (slides, videos, documents, etc.) Embed audio tracks for a more engaging experience Presentations can be embedded on other sites Strong platform for syndicating web pages across various consumer interests Paid Discovery can drive significant, cost-effective traffic Audience targeting is accurate to interest categories Heavily indexed by search engines, with image search assisting brand exposure Helps organize and syndicate images from events, product launches, etc. This channel does not require significant time or resource commitment Integrated with Yahoo (owner)
Considerations
More limited adoption/active users than Facebook Administration can be difficult Audience skews male Limited ability to control content sharing or commentary Limited referral traffic or SEO benefit Free accounts limit uploads, tracking and display settings Paid accounts provide more uploads, analytics and lead capture B2B community adoption has been limited Brand presence emerging, with positive effect on search Visual content (images, video, experiential demos) perform best
Sample Metrics
Followers +1s (Posts/Pages) Comments Shares URL Clicks Referral Traffic
Google+
SlideShare
Social bookmarking site and browser application >25 million users Paid Discovery (ad platform) pushes brand content to users in an organic format
Followers Referral Traffic Paid Stumbles Organic Stumbles Cost Per View Effective Cost Per View
StumbleUpon
Image sharing site creating social networks around visual content Upload images/videos, create galleries/groups
Provides little referral traffic Image licensing options can be selected, though Legal department may require monitoring to assure appropriate third-party usage In-depth metrics available only through paid accounts Views Group Members Top Images (paid) Visitor Behavior (paid)
Flickr
Recently added video sharing capabilities >50 million members >80 million monthly uniques
Channel
Overview
Benefits
Has shown ability to provide noticeable referral traffic Business pages create a unique, image-based brand experience Business accounts have access to a free analytics tool Perhaps the most active userdriven community online today If content resonates, referral traffic can be extremely high Interesting subject-matter experts with captivating images can gain strong exposure Other reputable sites pick up front page content Q&A format follows search behavior, providing strong position in search results Q&A threads can provide valuable insights for messaging and content creation
Considerations
Does not facilitate direct consumer engagement Users skew heavily female Emerging B2B business presence and content Copyright holders can request content be removed Sites can opt-out of ability for images to be shared Content perceived as spam will receive strong negative attention Content must be seen as nonpromotional Community can ban users pushing branded content Users skew heavily male and interested in technology Direct brand communications (answering questions) is difficult, but not unheard-of Approved employees would have the best engagement opportunities Referral traffic is limited, with little SEO benefit Little precedent for B2B usage Among the more progressive content syndication and audience engagement tactics Little SEO benefit
Sample Metrics
Followers Clicks/Most Clicked Repins/Most Repinned Reach Visitors
Community site for sharing (pinning) web content, primarily in image collections
Bulletin board-style social news and entertainment site Users submit links and text for community commentary
User-generated Q&A site Login required to see all answers Tags categorize questions
People Viewing Questions People Following Questions Relevant Questions Relevant Answers
Quora
Top answers (as voted by other users) appear at the top >1.5 million monthly uniques
Strong user base and Facebook integration for highlighting images of products and/or services API allows images to be displayed on websites
Channel
Overview
Social bookmarking site Users interact with each other around similar content and interests
Benefits
Stacks feature allow users to follow brands or subjects they like Highly bookmarked links will appear on the sites front page for added visibility
Considerations
There is no direct communication between brands and customers Site experience is geared toward individuals, not overall brands Traffic (and referrals) has trended downward recently Traffic to Digg (and from Digg to other sites) is on a decline
Sample Metrics
Delicious
>5 million users >180 million bookmarks Social news/bookmarking site Users up vote (digg) or down vote (bury) posted content
Digg
Content can be categorized into Reading Lists for easier consumption >3.5 million monthly uniques Location-based social network Users check-in to locations, share images and text posts
No brand presence, but new ad platform allows for content to be pushed to users Little control over user interaction with content
Work spaces and events can be leveraged for greater employee/customer interaction Branded check-ins syndicate socially for greater reach (especially Facebook, Twitter) Does not allow comments on stories (yet)
Greater consumer-product and entertainment usage Special offers and badges havent made a relevant transition into B2B
Foursquare
Foursquare Explore (search engine) provides localized results >25 million users