11. Timeliness vs. Traffic Timeliness vs. Influenced Revenue
25 $400
$350
20 $300
Influenced Revenue
$250
15
Clicks
$200
10 $150
$100
5
$50
0 $-
Posted Immediately Scheduled for Later
Posting Timeframe
Posting Delay
@argylesocial
12. Timeliness vs. Traffic Timeliness vs. Influenced Revenue
25 $400
$350
20 $300
Influenced Revenue
$250
15
Clicks
$200
10 $150
$100
5
$50
0 $-
Posted Immediately Scheduled for Later
Posting Timeframe
Posting Delay
@argylesocial
13. How Effective are Posts with Relative Performance of Hashtag vs Non-
Hashtags? Hashtag Posts
25
# of Twiter Accounts
20
26%
15
53%
21% 10
5
Posts with Hashtags Underperform 0
-70% -30% 10% 50% 90%
No Significant Difference
Posts with Hashtags Outperform Performance Increase (Decrease) of Posts with Hashtags
@argylesocial
14. How Effective are Posts with Relative Performance of Hashtag vs Non-
Hashtags? Hashtag Posts
25
# of Twiter Accounts
20
26%
15
53%
21% 10
5
Posts with Hashtags Underperform 0
-70% -30% 10% 50% 90%
No Significant Difference
Posts with Hashtags Outperform Performance Increase (Decrease) of Posts with Hashtags
@argylesocial
15. Sample
Promoters: link to their own site more than 50% of the time. Breakdown
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.
Clicks Per Post Click To Conversion Post Conversion Rate
Promoters Promoters Promoters
Balanced Balanced Balanced
Curators Curators Curators
0 20 40 60 0.0% 1.0% 2.0% 3.0% 0.0% 50.0% 100.0% 150.0%
@argylesocial
16. Sample
Promoters: link to their own site more than 50% of the time. Breakdown
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.
Clicks Per Post Click To Conversion Post Conversion Rate
Promoters Promoters Promoters
Balanced Balanced Balanced
Curators Curators Curators
0 20 40 60 0.0% 1.0% 2.0% 3.0% 0.0% 50.0% 100.0% 150.0%
@argylesocial
20. Do or do not. There is no try.
~Albus Dumbledore
Slides at ar.gy/socialbaltimore
Thank you very much.
Eric Boggs
@ericboggs
http://argylesocial.com
@argylesocial
Notas del editor
Eric doing the intro.
Eric doing the intro.
Intro slide – Eric frames the presentation.Examples of insights that we’ve gathered from customer data that might change the way you manage social…and as a prelude to a conversation to how you can use data from your own social media marketing efforts to make smarter marketing decisions.
Intro slide – Eric frames the presentation.Examples of insights that we’ve gathered from customer data that might change the way you manage social…and as a prelude to a conversation to how you can use data from your own social media marketing efforts to make smarter marketing decisions.
Intro slide – Eric frames the presentation.Examples of insights that we’ve gathered from customer data that might change the way you manage social…and as a prelude to a conversation to how you can use data from your own social media marketing efforts to make smarter marketing decisions.
Intro slide – Eric frames the presentation.Examples of insights that we’ve gathered from customer data that might change the way you manage social…and as a prelude to a conversation to how you can use data from your own social media marketing efforts to make smarter marketing decisions.
Eric quickly explains the data source for the next few slides.
Eric – explain context of the data.Jason – suggest the action: use a service to automate posts via RSS. (Note: most RSS posts publish immediately, are not scheduled. Might need to delineate in the next slide.) if possible, schedule homegrown content to post multiple times. consider publishing content from other RSS feeds, can filter by tag or category.
Eric – explain context of the data.Jason – suggest the action: use a service to automate posts via RSS. (Note: most RSS posts publish immediately, are not scheduled. Might need to delineate in the next slide.) if possible, schedule homegrown content to post multiple times. consider publishing content from other RSS feeds, can filter by tag or category.
Eric – explain the graph.Jason – explain the takeaways:Timeliness premium when it comes to transactions. The further into the future Argyle users scheduled posts, the less influence the posts had on revenue.Suggests a few things:- Marketers aren’t scheduling posts with a strong call-to-action- Followers are less responsive to “planned” content.- Time-sensitive call-to-action is compelling
Eric – explain the graph.Jason – explain the takeaways:Timeliness premium when it comes to transactions. The further into the future Argyle users scheduled posts, the less influence the posts had on revenue.Suggests a few things:- Marketers aren’t scheduling posts with a strong call-to-action- Followers are less responsive to “planned” content.- Time-sensitive call-to-action is compelling
Eric – explain slide.Jason – commentary:Data suggests that posts with hashtags rarely outperform posts without hashtags.Scenarios that work:- Moderately sized, well-targeted conferences – SocialFresh…not SXSW- Charitable causes- Highly engaged groups and chatsScenarios that don’t work:- Huge conferences- Generic tags- Trending topic spamRemember that your followers are your primary source of attention.
Eric – explain slide.Jason – commentary:Data suggests that posts with hashtags rarely outperform posts without hashtags.Scenarios that work:- Moderately sized, well-targeted conferences – SocialFresh…not SXSW- Charitable causes- Highly engaged groups and chatsScenarios that don’t work:- Huge conferences- Generic tags- Trending topic spamRemember that your followers are your primary source of attention.
Eric - We’ve walked through a few examples that illustrate how data can drive social media marketing performance and – more importantly – marketing decisions. But we’re just talking about aggregates. The story gets more interesting when you start to look at your data in a similar fashion.