The 5-Minute SEO Playbook (Mom 2.0 Summit 2016)
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Kick Your Social Strategy Into Overdrive: The Ins & Outs of Testing Social
- By Jennifer Sable Lopez! Director of Community at Moz! @jennita! The Ins & Outs of Testing Social
- You’re on the right networks (For your community)
- You’re on the right networks You’ve gained a following
- You’re on the right networks You’re ready to go into overdrive
- You’re on the right networks Where do you start?
- Don’t stop here. ?
- Don’t stop here.
- For best results? Use your own data.
- What’s the best time of day to _____?
- @jennita #mpb2b! Send a tweet? Tweet #1! Tweet #2!
- @jennita #mpb2b! When are you active? Tweet #1! Tweet #2!
- @jennita #mpb2b! You can also use Twitter Analytics
- @jennita #mpb2b! Post to Facebook? “The average number of your fans who saw any posts on Facebook by day of the week.”!
- @jennita #mpb2b! A wee bit more helpful?
- Notice a trend?! Try PageLever Now
- @jennita #mpb2b! Or SimplyMeasured
- @jennita #mpb2b! Publish a blog post? Publishing time 2-3am Pacific!
- @jennita #mpb2b! Test a different time Publishing time ~Midnight Pacific!
- @jennita #mpb2b! When do you get the most clicks?
- What type of content gets the best engagement?
- @jennita #mpb2b! Use Facebook Insights Largest Reach Most Engagement
- @jennita #mpb2b! In May 2013… We were posting more links…! But our photos had better engagement!!
- @jennita #mpb2b! And in October 2013 We had started posting more photos! Plus we started adding just text posts !
- In March 2014 We were still posting more photos…! But look at the engagement on Links!! @jennita #mpb2b!
- @jennita #mpb2b! Now, In September 2014 We started posting more links again.! And now text gets highest engagement.!
- @jennita #mpb2b! And Twitter? What gets retweeted?!
- Content w/ the most reach!
- @jennita #mpb2b! Well hello, Google+
- @jennita #mpb2b! Well hello, Google+ Google+ posts with most engagement!
- Now, measure that engagement!
- Conversation Rate Applause Rate Amplification Rate Number of Audience Comments (or Replies) Per Post Number of Favorites/Likes/Plusses Per Post Number of Retweets/Shares/Clicks Per Post
- @jennita ! TrueSocialMetrics
- Relative engagement metrics @jennita #mpb2b!
- Capture numbers weekly @jennita #mpb2b!
- Create a dashboard http://moz.com/blog/social-engagement- metrics-that-matter! @jennita #mpb2b!
- Tell everyone about it @jennita #mpb2b! http://mz.cm/aug-mozcc!
- What changes month over month? Twitter Engagement J! @jennita #mpb2b!
- How do the networks compare? Facebook Engagement L! @jennita #mpb2b!
- Check individual posts, too @jennita #mpb2b!
- Try some of your own tests
- @jennita #mpb2b! Use location to “A/B” test FB posts We picked 2 cities with similar number of fans + in same time zone.!
- @jennita #mpb2b! We picked the cities And we made sure they had similar engagement on our page!
- @jennita #mpb2b! 2 cities, same content: Image vs. Link We posted at the exact same time. !
- @jennita #mpb2b! Text won? Time to test more! 671 saw post! 2 shares! 5 likes! 347 saw post! 0 shares! 1 like! Link Post! Image Post!
- Who are *my* influencers?
- @jennita #mpb2b! Google Ripples http://www.blindfiveyearold.com/ripples-bookmarklet!
- @jennita #mpb2b! TrueSocialMetrics Find out who is most engaged: Top repliers, sharers and likers!
- @jennita #mpb2b! Bitly https://bitly.com/17k1usV+!
- @jennita #mpb2b! Twitter Card Analytics
- How can the negatives help?
- Followerwonk
- Spammers or real people?
- @jennita #mpb2b! Facebook unlikes? What happened here?!
- @jennita #mpb2b! Too many posts?
- Check on your competitors
- Rival IQ @jennita #mpb2b!
- Rival IQ @jennita #mpb2b!
- Rival IQ Alerts @jennita #mpb2b!
- Not much data to start with? Use a study as a base.
- @jennita #mpb2b!
- @jennita #mpb2b! This is definitely more like Moz Community But, what works for YOU?
- @jennita! http://blog.bufferapp.com/best-time-to-tweet-post-to- facebook-send-emails-publish-blogposts A good place to start
- Test. Figure out what works, then test again.
- Make Social work for you.
- Jennifer Sable Lopez Director of Community at Moz @jennita jen@moz.com Thank You
- Free/Freemium Tools Mentioned Bitly https://bitly.com/ Buffer https://bufferapp.com/ Facebook https://www.facebook.com/insights/ FollowerWonk https://followerwonk.com/ Simply Measured http://simplymeasured.com/ TrueSocialMetrics http://www.truesocialmetrics.com/ Twitter https://ads.twitter.com/
- Paid Tools Mentioned SproutSocial http://sproutsocial.com/ Unified (aka PageLever) http://www.unifiedsocial.com/ platform/insights/
