Download - The We Heart It Platform - POV
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We heart it presentation
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Agenda
§ The WeHeartIt scene § How does it work? § Some WeHeartIt inspiration and brand’s winning tactics § Top level recommendations for brands
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The WeHeartIt scene
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A big social network sharing brand’s content addicted target
• One eighth the size of Twitter. • 30 million monthly active users in the world. • 4.5 billion page views per month. • 70% are women. • 80% of users are under 25 y.o. versus 80% of
Pinterest users are over 24 y.o. Top tags are “girly” “friendship” “pastel” and “kitten”.
• More than 80% of We Heart It's traffic comes from mobile.
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WeHeartIt
Content discovery: suggestion-based, like on Amazon or
Dashboard: in between Twitter
(profile style), Tumblr (look and
feel), and Pinterest (content
organization).
Content gathering and engagement:
“heart”/”collection”/no comments, like
on Pinterest
User Experience: Single page scroll
like on Tumblr
A hybrid format it looks like tumblr, behaves like pinterest
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How does it work?
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The user flow a path to content engagement and advocacy
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A similar ecosystem to pinterest
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a two level content experience 1. Initial content discovery - Follow people - Top Tags - Dates (latest content) 2. Further organic discovery creates content engagement
- Each item of content links to its original source, driving further discovery and driving blogger/website engagement.
- Associated content and tags and suggestions (“You may like these too”) create content engagement, leveraging on the internet serendipity.
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Some WeHeartIt inspiration and brand’s winning tactics
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The platform offers different options for brands with a heavy content focus § Brands can use the WeHeartIt buttons
§ The Weheartit and Follow buttons on their website/blogs to allow people to “collect” the brands’ content, and follow them. They can also have a widget to iframe the WeHearIt content onto their owned platforms.
§ Brands can create their own profile page § Create content and contest (similar to Pinterest
content contest).
§ Brands can advertise on WeHeartIt § An ad on the Weheartit homepage. § Promoted content within the user feed
(dashboard) in a very native in stream format.
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Weheartit highlights its existing partners on a dedicated section of the website magazines, brands, social networks, targeting teens
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Teenvogue - 240K followers the WeHeartIt button on the brand’s website, to promote its weheartit presence
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Hollister co. - 42K followers the brand’s profile page to promote its content, and A summer theme contest § Hollister doubled its efforts with a WeHeartIt
homepage ad.
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candies- 47K followers the new in stream native ad format, to promote the brand’s content § Within the feed without, it doesn’t interrupt the
experience. § The content has a small “promoted”mention.
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Top level recommendations
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Next steps: what should brands do? § Create a page on the platform. § Place the buttons on the brand’s website. § Launch a content contest on the new page, to
leverage the UGC strength before there is a campaign need.
§ Iframe WeHeartIt into the brand’s website.
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