About
Wetpaint—A Next-Generation Media Platform Company
Wetpaint is a next-generation media platform company that uses its proprietary state-of-the-art technologies and expertise in social media to capture, engage and activate audiences.
The company’s vision is to power a portfolio of best-in-class media properties; the first, Wetpaint Entertainment, delights 18- to 34-year-old women with in-depth coverage of their favorite TV shows, stars and fashion. Wetpaint Entertainment attracts more than 10 million monthly unique visitors and has over 1.7 million Facebook fans.
The rapid success of Wetpaint Entertainment is due to the company’s obsessive innovation around knowing its audience. This is made possible through Wetpaint’s proprietary Social Distribution System, a patent-pending technology-based social experimentation platform. This system is Wetpaint’s competitive advantage; it optimizes the packaging and distribution of every item of content to the right audience at the right place at the right time on the social web.
Founded by Internet pioneer Ben Elowitz, and with offices in Seattle and New York, Wetpaint is backed by Accel Partners, the investors behind Facebook and Groupon.
About the Wetpaint Social Distribution System
Over the last two years, Wetpaint has developed the world’s most advanced technology and expertise in social publishing and distribution. This patent-pending system, called the Wetpaint Social Distribution System, is based on cutting-edge analytical methods that provide an accurate, real-time, and continuously updating picture of audience interests and responsiveness. The system revolutionizes the relationship between publisher and audience by bringing real-time data to content-creation and programming; all by using the social web to both gather data about, and drive engagement of, the audience.
The Social Distribution System is made up of two primary components: the Social Experimentation Platform and the Social Playbook.
Social Experimentation Platform
Wetpaint’s proprietary and scalable technology includes a dynamic A/B testing framework, prescriptive content programming guides, a real-time data warehouse and robust analytical tools to deliver best practices for social distribution. More details are below.
- A/B testing framework that allows for statistics-based testing of content merchandizing techniques and programs on relevant social channels.
- Prescriptive content programming guides for social marketers that ensures every communication with the audience is not just to drive traffic, but also an opportunity to learn something about the audience.
- Real-time data warehouse that combines impression, click, interaction, and conversion data from sources such as Google Analytics, Facebook, and Bitly to drive data-driven insights for the social program.
- A set of best practices for social distribution that is integrated directly into the tools for social marketers. These tools offer just-in-time, contextually-relevant recommendations around best social merchandizing tactics for a particular piece of content.
- A scalable and extensible system that allows for quick discovery of best practices for new audiences and social channels.
- Testing plan, including areas for intense testing focus as well as current tests and a prioritized list of future tests.
Social Playbook
Wetpaint captures all of its operational guidelines, methodology, dashboards, metrics, analyses, distribution targets and testing plans in a highly confidential playbook. It contains the following:
- A set of operational best practices across each area of social marketing activity from page set-up to advertising execution.
- Documented methodology and procedures to enable decision-making across each niche target audience and interest segment.
- Dashboards, metrics and analyses that guarantee consistent focus on social distribution goals.
- Current distribution targets for each page which are displayed for everyone in the company to view and optimized daily based on real-time information.
Our Social Distribution System creates a constantly self-tuning engine that generates compounding results. With Facebook, for example, results are maximized by optimizing the relationship of the destination website, the growing base of fans, and the engagement and activation of fans via the newsfeed. Wetpaint is the first to crack the code on social distribution and is positioned to use this advantage to power a growing portfolio of properties.
Driving Incredible Results
For more information about the Wetpaint Social Distribution System, please email Chris Kollas, Senior Vice President, Strategy and Business Development, at chris@wetpaint.com.
