In this session Adam will discuss how different audiences and different types of conversations appear at different times and how to makes sense of these dynamics. We'll discuss how you can use monitoring to research, measure, and plan the right time to run campaigns or engage with your audience

1. 525,600 Minutes:
Using Time to Guide
Social Media Efforts
Adam Schoenfeld
RowFeeder is a Product from Untitled Startup Inc.

2. CONFIDENTIAL
Assumptions
•When (time/day) you choose to
act in social media impacts
success
•Understanding time factors can
inform big picture decisions about
building a social media presence
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3. CONFIDENTIAL
Timing Elsewhere: Email
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Email Marketers are scientific about time. Timing has an impact on open and click rates
Source: eROI
EMAIL MARKETING OUTCOMES BY DAY

4. CONFIDENTIAL
Timing Elsewhere: TV/Radio
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TV programming and advertising is tuned for the times we are sitting on our couch

5. CONFIDENTIAL
Why is Social Media Different?
• Activity is on someone else’s property, but
we have figure out how to measure it
(Facebook or Twitter don’t tell us when your
audience is the most engaged)
• We don’t set the schedule. Conversations
develop organically. It’s our job to find the
opportunities
• It’s a real-time world. Poorly timed actions
will fail faster
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Social media has some fundamental differences, but we can still be scientific about time

6. CONFIDENTIAL
Timing Generally (Twitter)
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Concentration from
11am-5pm EST
There is a general trajectory of activity and attention to be aware of (step 1)

7. CONFIDENTIAL
Timing Generally (Twitter)
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Weekdays trump
Weekends on Twitter
Different networks will have different distributions of attention and activity

8. CONFIDENTIAL
Social Media Monitoring Example
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Day of Week and Time Breakdown for “Social Media Monitoring”

9. CONFIDENTIAL
Social Media Monitoring Example
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TAKE AWAYS:
• People are talking about this at
work (likely as part of their job)
• Engage during the week and play
golf on Saturday

10. CONFIDENTIAL
Mad Men Example
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When do you talk about Mad Men?

11. CONFIDENTIAL
Mad Men Example
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Event driven timeline with level of engagement declining over time
Hot on Monday AM (opportunity still alive)
Cooling down on Tuesday,
Quiet on Wednesday

12. CONFIDENTIAL
Time in Context to Goals
• Impressions/Reach?
• Actions/Clicks/Purchases?
• Viral Distribution?
• Reaching Influencers?
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A big part of how you look at time data is determined by your goals and objectives

13. CONFIDENTIAL
Inception Example
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Similar to TV, but over a long period with new renewal each week. But interest is still
strong for several weeks and opportunities remain

14. CONFIDENTIAL
Inception Example
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Different types of posts follow different trajectories even within the same topic
US Only Tweets

15. CONFIDENTIAL
Kindle Example
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What can we glean from an average looking distribution? Not everything is as clear cut
as Mad Men

16. CONFIDENTIAL
Kindle Example - Influencers
Potential Next Steps: Drill down to a small set of influencers and monitor
them over time. Get more granular with time. Layer location information.
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Looking at Influencers vs. General Audience shows a potential trend

17. CONFIDENTIAL
Take Aways/Recap
• There is a ton of data available in to help
inform questions of “when?” in social media
• Finding opportunities will be specific to
targeting due to considerable variability
time/day across conversations, markets,
demographics, and audience type
• Clear objectives are the first step to turning
time data into something actionable
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18. CONFIDENTIAL
Contact Info
• @Schoeny or @RowFeeder
• adam@rowfeeder.com
• www.rowfeeder.com
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