Pugpig Pointers: Seeding content on social media

pugpig-pointers-discovery-and-engagementPugpig Pointers is a series of weekly tips, tricks and tutorials on how to get the most value from your apps, delivered straight to your inbox and to the Pugpig Post. Last week, we explored the ways in which you can use your Share URLs to deep link content from direct mail to your app (see last week’s Pointer).

We want to ensure that you are making the most of all the app discoverability features we have on offer through our sharing framework. Seeding and sharing your content across social media is a fantastic way to reach brand new audiences and we’ve optimised the journey for new users when they first discover your content and also for existing app users who may follow your content across other channels. The use of smart banners encourages readers to install or return to the app, as well as go on to read more content with deep links in the app. Here are a few things you will need to bare in mind when seeding content on social media…

MAKE IT EASY TO SHARE

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We’ve made it easy to use Share URLs for your Pugpig content across all your marketing communications. These will help drive users back into your app so make sure your marketing team know where to find them (in the Pugpig Distribution Service) and are using them. 

One of the many benefits of using Pugpig Share URLs is that we’ve handled all the meta-data needed for sharing to various social media platforms, this takes care of what is shared and how it is formatted, so you don’t have to!

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Not only is it important for you, as an app owner to share your content, but you should also encourage your readers to share your content to increase visibility of your brand across social media. You can choose where your app’s ‘sharing’ icon is placed in the toolbar and adjust the order of the icons and decide what sits inside or outside of the toolbar overflow panel (more information here). We recommend placing it outside of the overflow bar in both mobile and tablet, to encourage readers to share.

POST STRATEGICALLY TO OPTIMISE YOUR SHARES

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There are several factors to consider when thinking about how to optimise your social media sharing, such as optimal time to share or tone of voice. Be platform specific, so include calls to action such as liking, commenting, or retweeting, where appropriate for the platform.

Seeding content on social media channels for the desired level of impact can be achieved by following a few steps. Keep it as simple as putting yourself in the shoes of the audience: how likely are you to be scrolling through Twitter feeds on a Friday evening? Statistics show that seeding content on a weekend give less desired results – try a Wednesday afternoon instead for optimal impact. On Facebook, links posted from 1pm to 4pm result in the highest average click throughs.

If you offer paid content you can still have a sharing strategy around this by adopting a ‘first view for free’ approach: this is already offered as part of our Pugpig distribution service. Users would get to view the shared piece for free and the banners link them through to more content which is paid and can be shown with a paywall too. This should help tempt new readers into converting to paid subscribers.

MONITOR EFFECTIVENESS OF YOUR SHARING WITH CAMPAIGN TRACKING

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To ensure that your social media seeding is as successful as it can be, you need to make sure that you track the analytics from your shares and learn from any trends you discover.

A great way to do this is through campaign tracking, which allows you to add a tracking code to a URL. Google Analytics offers campaign tracking which will work in Pugpig. By using their URL builder, you can track attribution in your GA dashboard, and add custom campaign parameters.Any visits that come through to that particular link can be monitored and you can gauge what sharing methods work well for you and your app.

To learn more about deep links, and all other topics covered within our Distribution and Engagement Series, register for our Pugpig Pointers Workshop taking place in London from 2 – 5pm on Thursday 10th November.If you want to stay ahead of the game, download the Pugpig Post app to access all of our weekly top tips throughout the series.
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