Data Drive Social Media Marketing
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Presented by Argyle Social CEO Eric Boggs at Social Media Plus Nov 16, 2011.
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Data Drive Social Media Marketing
- 1. Presented November 16, 2011 at Social Media Plus @argylesocial
- 2. @argylesocial @ericboggs @jthandy @argylesocial
- 3. In God we trust. All others must bring data. W. Edwards Deming @argylesocial
- 4. In God we trust. All others must bring data. W. Edwards Deming There is no “data” confirming that Deming actually said this. @argylesocial
- 5. “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, Preface Hastie, Tibshirani, Friedmand @argylesocial
- 6. “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’ Beware rules of thumb. confirming Deming actually said this.” Data reveals the truth. The Elements of Statistical nd Learning, 2 Edition, Preface Hastie, Tibshirani, Friedmand @argylesocial
- 7. A Delicious Slice of Argyle User Data • Aggregated and anonymous • December 2010 through May 2011 • 70k+ posts • 381 organizations; all industries, all sizes @argylesocial
- 8. 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
- 9. Conversions? • Social Media Marketing = Marketing • Marketing = Driven By Outcomes • If A=B & B=C, then A=C. @argylesocial
- 10. Insight #1 RSS Automation Works Clicks by Posting Method Revenue by Posting Method 30 $300 25 $250 20 $200 Revenue Clicks 15 $150 10 $100 5 $50 0 $0 RSS Manual RSS Manual Posting Method Posting Method @argylesocial
- 11. Insight #1 RSS Automation Works Clicks by Posting Method Revenue by Posting Method 30 $300 25 $250 20 RSS automation is just as $200 Revenue Clicks 15 effective as posting manually. $150 10 $100 5 $50 0 $0 RSS Manual RSS Manual Posting Method Posting Method @argylesocial
- 12. Insight #2 Scheduled Posts Generate Clicks, Not Conversions 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. Insight #2 Scheduled Posts Generate Clicks, Not Conversions Timeliness vs. Traffic Timeliness vs. Influenced Revenue 25 $400 $350 20 $300 Influenced Revenue $250 15 Scheduled posts drive traffic. Clicks $200 10 $150 5 Timeliness drives conversions. $100 $50 0 $- Posted Immediately Scheduled for Later Posting Timeframe Posting Delay @argylesocial
- 14. Insight #3 Hashtag Stuffing Doesn’t Work 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. Insight #3 Hashtag Stuffing Doesn’t Work How Effective are Posts with Relative Performance of Hashtag vs Non- Hashtags? Hashtag Posts 25 # of Twiter Accounts Don’t target content to hashtags. 20 26% 15 Target hashtags to content when relevant. 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
- 16. Balanced Curation Drives Conversions 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
- 17. Balanced Curation Drives Conversions 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 Over-curating is ineffective. Over-promoting isn’t as Promoters Promoters Promoters Balanced ineffective as you might think. 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
- 18. Do or do not. There is no try. ~Albus Dumbledore Slides at ar.gy/socialmediaplus Thank you very much. Eric Boggs @ericboggs http://argylesocial.com @argylesocial
- 19. A Brief Aside Re: Conversions Two Types of Marketing Channels Intent Generating channels build consumer awareness and interest, creating an intention to purchase a product. Intent Harvesting channels capture consumer intent to purchase and drive them to the cash register. Two Types of Conversion Tracking Multi-touch tracking attributes revenue to all of the channels that touched the consumer on their path through the funnel. Last-touch tracking attributes all of the revenue for a purchase to the last channel that touched the customer prior to the sale. @argylesocial
Editor's Notes
- 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.