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@argylesocial
Presented November 30, 2011 at Social Fresh Baltimore
@argylesocial
@argylesocial@ericboggs@jthandy
@argylesocial
In God we trust. All others must bring data.
W. Edwards Deming
@argylesocial
In God we trust. All others must bring data.
W. Edwards DemingThere is no “data” confirming that
Deming actually said this.
@argylesocial
“On the web, (this quote) has been widely attributed to Deming and Robert W. Hayden; however Prof. Hayden told us that he can claim no credit for this quote, and ironically we could find no ‘data’ confirming Deming actually said this.”
The Elements of Statistical Learning, 2nd
Edition, PrefaceHastie, Tibshirani,
Friedmand
@argylesocial
“On the web, (this quote) has been widely attributed to Deming and Robert W. Hayden; however Prof. Hayden told us that he can claim no credit for this quote, and ironically we could find no ‘data’ confirming Deming actually said this.”
The Elements of Statistical Learning, 2nd Edition, PrefaceHastie, Tibshirani, Friedmand
Beware rules of thumb.
Data reveals the truth.
@argylesocial
A Delicious Slice of Argyle User Data
• Aggregated and anonymous• December 2010 through May 2011• 381 organizations; all industries, all
sizes
@argylesocial
Definitions
• Post: a single piece of content published via Argyle Social.
• Click: a redirection from an Argyle short URL, published via Argyle Social.
• Conversion: direct or indirect completion of an Argyle Goal as a result of a click on a post published via Argyle Social.
@argylesocial
Insight #1 RSS Automation Works
RSS Manual0
5
10
15
20
25
30
Clicks by Posting Method
Posting Method
Clic
ks
RSS Manual$0
$50
$100
$150
$200
$250
$300
Revenue by Posting Method
Posting MethodR
ev
en
ue
@argylesocial
Insight #1 RSS Automation Works
RSS Manual0
5
10
15
20
25
30
Clicks by Posting Method
Posting Method
Clic
ks
RSS Manual$0
$50
$100
$150
$200
$250
$300
Revenue by Posting Method
Posting MethodR
ev
en
ue
RSS automation is just as effective as posting
manually.
@argylesocial
Insight #2 Scheduled Posts Generate Clicks, Not Conversions
<2min 2-30min 30min-3hrs
3-12hrs 12-24hrs
>24hrs $-
$50
$100
$150
$200
$250
$300
$350
$400
Timeliness vs. Influenced Revenue
Posting Delay
Infl
uen
ced
Rev
enu
e
Posted Immediately Scheduled for Later0
5
10
15
20
25
Timeliness vs. Traffic
Posting Timeframe
Cli
cks
@argylesocial
Insight #2 Scheduled Posts Generate Clicks, Not Conversions
<2min 2-30min 30min-3hrs
3-12hrs 12-24hrs
>24hrs $-
$50
$100
$150
$200
$250
$300
$350
$400
Timeliness vs. Influenced Revenue
Posting Delay
Infl
uen
ced
Rev
enu
e
Posted Immediately Scheduled for Later0
5
10
15
20
25
Timeliness vs. Traffic
Posting Timeframe
Cli
cks Scheduled posts drive traffic.
Timeliness drives conversions.
@argylesocial
Insight #3Hashtag Stuffing Doesn’t Work
52%
21%
26%
How Effective are Posts with Hashtags?
Posts with Hashtags UnderperformNo Significant DifferencePosts with Hashtags Outperform
-70%
-50%
-30%
-10% 10
%30
%50
%70
%90
%11
0%
0
5
10
15
20
25
Relative Performance of Hashtag vs Non-Hash-tag Posts
Performance Increase (Decrease) of Posts with Hashtags
# o
f T
wit
er
Ac
co
un
ts
@argylesocial
Insight #3Hashtag Stuffing Doesn’t Work
52%
21%
26%
How Effective are Posts with Hashtags?
Posts with Hashtags UnderperformNo Significant DifferencePosts with Hashtags Outperform
-70%
-50%
-30%
-10% 10
%30
%50
%70
%90
%11
0%
0
5
10
15
20
25
Relative Performance of Hashtag vs Non-Hash-tag Posts
Performance Increase (Decrease) of Posts with Hashtags
# o
f T
wit
er
Ac
co
un
ts
Don’t target content to hashtags.
Target hashtags to content when relevant.
@argylesocial
Curators
Balanced
Promoters
0 10 20 30 40 50 60
Clicks Per Post
Curators
Balanced
Promoters
0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0%
Click To Conversion
Curators
Balanced
Promoters
0.0% 50.0% 100.0% 150.0%
Post Conversion Rate
Sample BreakdownPromoters: link to their own site more than 50% of the time.
Balanced: link to their own site between 25% and 50% of the time.Curators: link to their own site less than 25% of the time.
Insight #4A balanced content strategy drives conversions
@argylesocial
Curators
Balanced
Promoters
0 10 20 30 40 50 60
Clicks Per Post
Curators
Balanced
Promoters
0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0%
Click To Conversion
Curators
Balanced
Promoters
0.0% 50.0% 100.0% 150.0%
Post Conversion Rate
Sample BreakdownPromoters: link to their own site more than 50% of the time.
Balanced: link to their own site between 25% and 50% of the time.Curators: link to their own site less than 25% of the time.
Over-curating is ineffective.
Over-promoting isn’t as ineffective as you might
think.
Insight #4A balanced content strategy drives conversions
@argylesocial
Saturday Sunday0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
B2C Facebook Engagement by Saturday/Sunday
Posts Engagement
% o
f Bra
nd
Po
sts
En
ga
ge
me
nt R
ate
Va
ria
nce
Significant!
Weekday Weekend0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
B2C Facebook Engagement by Weekday/Weekend
Posts Engagement
% o
f Bra
nd
Po
sts
En
ga
ge
me
nt R
ate
Va
ria
nce
Significant!
Insight #5Timing isn’t an exact science.
@argylesocial
Saturday Sunday0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
B2C Facebook Engagement by Saturday/Sunday
Posts Engagement
% o
f Bra
nd
Po
sts
En
ga
ge
me
nt R
ate
Va
ria
nce
Significant!
Weekday Weekend0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
B2C Facebook Engagement by Weekday/Weekend
Posts Engagement
% o
f Bra
nd
Po
sts
En
ga
ge
me
nt R
ate
Va
ria
nce
Significant!
Insight #5Timing isn’t an exact science.
Timing matters! But it matters in
different ways according to your business.
@argylesocial
Becoming Data-DrivenUse the Scientific Method!
• Start with a hypothesis
“I think that I will get more lift by scheduling my morning posts at 8am instead of 10am.”
• Design and execute experiment“If I tweet similar content at 8am and 10am everyday for 2 weeks, I’ll have enough data to know.”
• Analyze and conclude
“Hmmm! The data tells me that my hypothesis is correct!” (…or not)
@argylesocial
Slides at ar.gy/socialbaltimore
Thank you very much.Eric Boggs@ericboggshttp://argylesocial.com
Do or do not. There is no try.
~Albus Dumbledore
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