iCrossing - Developing the iCrossing brand in the UK - Case Study
Social Media Week London 2012: iCrossing UK_Winning Attention
Transcript of Social Media Week London 2012: iCrossing UK_Winning Attention
prepared by:
Mark Higginson Director of Social MediaFebruary 2012
How attention scales
Analysis
• ‘Facebook will hit one billions users’ achieved:
• Featured on 300+ websites
• 10,200 tweets (on Mashable)
• 2,326 ‘likes’ (on Mashable)
• 122 ‘+1’s’ (on Mashable)
• However, this resulted in only:
• 3,800 unique page views to our blog
• 158 trackbacks
• 6 comments
Summary
• We are here to win attention
• Distractions are ever-growing
• Time is ultimately finite
• Popularity determines relevance
• Attention is concentrated in popular places
• Create assets in volume for social platforms…
• … to build credibility and demonstrate consistency
• Work on relationships with ‘hub’ websites
• Promote what proves popular to these hubs…
• … by showing you understand their audience
• ‘Social proof’ is all important
References / Further reading• Remembrance of links past
• Internet as cure for boredom
• You just shared a link: how long will people pay attention?
• Linked by Alberto Barabasi
• The starfish and the long tail have trouble getting along
• Nerd talk: the tale of the life of a link on reddit
• Top UK websites (via Quantcast)
• ‘Engagement’: fashionable yet bankrupt
• Debunking the unique visitor: finding your real visitors
• The social graph is neither
• Exploding the ‘influentials’ myth
• Why Instagram is so popular: quality, audience and constraints
• Why Gawker is moving beyond the blog
• How the Boston Globe pulled off HTML5 responsive design
• Three lessons news sites can take from the launch of The Verge
• Nowness
“Attention equals life, or is its only evidence.”Frank O’Hara