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Applying Science to Social Media by Afif Khoury
1. The Science of Social Media
2016 Multi-Family Social Media Summit
2. About Me / The Scientist
Total Science Nerd
• Contributor to the Human Genome Project
• Published in Journal of Cell Biology
- Degrees in Neuroscience & Physiology
- Genetics Research on Cholesterol Degr
adation
- Discovered & Cloned AK23
3. About Me / The Technologist
M&A Attorney
• Founder of SymptomCare.com
• Founder of FanGate Media
• Founder of SOCi
• Manage two Venture Funds - over $80 million in investments in las
t 6 years
, Software Entrepreneurand Venture Capital
• High Tech M&A Attorney
4. What’s The Common Thread
Data…
…collection and analysis of data
to deliver targeted results is what science is built on
5. Data is Used in Dozens of Major Applications
1. Targeting Customers
2. Optimizing Business Processes
3. Personal Quantification
4. Improving Healthcare
5. Security
6. Financial Trading
So, anywhere that we can gather data, we can
help make better decisions, including social
media
6. • “Be personable”
• “Post engaging content”
• “Establish a voice”
So Why Are We Not Using It More In Social Media???
Non-quantifiable ‘measurements’
make scientists mad…
Instead we fall for cliché advice…
7. Social Media Has Data…
Facebook posts every minute
… 12 Billion Data points per hour
2.4 million
80+ data points for
each post
8. So Let’s Look At What The Data Is Telling Us…
Data-Driven Tips
for a Better Social Media
Based on >2.5million Data Points
9. 1. WHAT Should I Post?
The TYPE of post you publish affects your engagement
10. 2. WHEN Should I Post?
Weekends and evenings are quiet…
…so you may actually be heard
11. 3. How Often Should I Engage?
Forget about being a part of the conversation…
just create GREAT CONTENT
12. 4. What Should I Say to Get More Link Clicks?
• “Sports” drives 8x more links than “News”
• “Free” drives 8x more engagement than “Giveaway”
Certain words drive more links than others
20. What does the data tell us about social med
ia for property management?
Property Specific Data
NetworksbyImportance
21. Facebook is Dominating Local Search &
Reviews
Rank based on engagement. So national
pages don’t show up in local searches. E.g.
“Pizza San Diego” doesn't show a Pizza Hut
unless the local San Diego page is engaging
#2 Search Engine
Users expect to connect with their local stores. Even if
businesses don't choose to be on Facebook, there is likely
an unclaimed Facebook page for their business that is
collecting ratings and reviews.
4X More Reviews
22. Tips n’ Tricks to Getting the Most Out of Your Posts
Property Specific Data
1. Embedded links get m
ore reach than bit.ly’s
or other shortened lin
ks
23. Tips n’ Tricks to Getting the Most Out of Your Posts
Property Specific Data
2. Décor, Recipe & DIY posts are th
e best for getting Likes and Share
s
*Seasonal recipes do better!
24. Tips n’ Tricks to Getting the Most Out of Your Posts
Property Specific Data
3. Appetizers and snack re
cipes get >2X engagement t
han
entrée recipes
25. Tips n’ Tricks to Getting the Most Out of Your Posts
Property Specific Data
4. Localized content gets
nearly 2X more
Comments and Shares
Than non-localized
26. Tips n’ Tricks to Getting the Most Out of Your Posts
Property Specific Data
5. More clicks from
features & amenities,
than floor plans!
27. Post Specific Data for Property
1. Image posts get the most ‘Likes’
2. Shorter posts (>100 characters) get more ‘Likes’
3. Longer posts (>350 characters) get more Comme
nts
4. Ask a question to get more Comments
COMMENTS are the most powerful social signa
l
Over 7x more impactful than a ‘Like’
28. Let’s Get Social
THANK YOU!
Afif Khoury
CEO, SOCi, Inc.
afif@meetsoci.com
@meetsoci
facebook.com/meetsoci
Notas del editor
To a scientist, its all about the data. We don’t quite understand unquantifiable data. Advice like “Be Awesome”, “Engage” or “Have a Personality” just saden us. Im not saying you should be rude, or be bland, but there is no room for subjectivity in science. Instead, look at the data, run an experiment and repeat.. And from that draw some real conclusions
Target can predict when a customer will expect a baby; Telecom companies can predict churn; Wal-Mart can predict what products will sell
Optimize their stock; supply chain or delivery route optimization; talent acquisition etc
Wearable devices to tell us how many calories we consumed or burned; sleep patterns; even finding love
Decode DNA in minutes which helps us find new cures and predict disease
Preventing Cyber attacks
Algorithms to make trading decisions
To a scientist, its all about the data. We don’t quite understand unquantifiable data. Advice like “Be Awesome”, “Engage” or “Have a Personality” just sadden us. Im not saying you should be rude, or be bland, but there is no room for subjectivity in science. Instead, look at the data, run an experiment and repeat.. And from that draw some real conclusions
1. There are not a lot of well-known twitter account built on lots of replies, but there are >1 million followers that do nothing more than share interesting facts, quotes, links & news
1. There are not a lot of well-known twitter account built on lots of replies, but there are >1 million followers that do nothing more than share interesting facts, quotes, links & news
Let’s look at some tips and tricks that SOCi has learned that are specific to property management.
I’m going to tell you some secrets here and then show you an example of each – get your iPhones ready
