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Applying Science to Social Media by Afif Khoury

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Applying Science to Social Media by Afif Khoury

  1. 1. The Science of Social Media 2016 Multi-Family Social Media Summit
  2. 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. 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. 4. What’s The Common Thread Data… …collection and analysis of data to deliver targeted results is what science is built on
  5. 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. 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. 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. 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. 9. 1. WHAT Should I Post? The TYPE of post you publish affects your engagement
  10. 10. 2. WHEN Should I Post? Weekends and evenings are quiet… …so you may actually be heard
  11. 11. 3. How Often Should I Engage? Forget about being a part of the conversation… just create GREAT CONTENT
  12. 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
  13. 13. 5. Where Do I Place My Links?
  14. 14. 6. How Do I Drive More Shares? Certain words drive more Shares
  15. 15. 7. How Do I Get More Comments? Certain types of questions drive more Comments
  16. 16. Tweet 120 & 130 characters 8. What Is The Ideal Message Length? Facebook post <100 or >350
  17. 17. Tweet a Lot of Links… 80% or more of your posts 9. How Do I Get More Followers?
  18. 18. 9b. How Do I Get More Followers? Call yourself a ‘Founder’
  19. 19. ‘Please ReTweet’ gets 4x more ReTweets 10. How Do I Get More Retweets? Just Ask…
  20. 20. What does the data tell us about social med ia for property management? Property Specific Data NetworksbyImportance
  21. 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. 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. 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. 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. 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. 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. 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. 28. Let’s Get Social THANK YOU! Afif Khoury CEO, SOCi, Inc. afif@meetsoci.com @meetsoci facebook.com/meetsoci

Hinweis der Redaktion

  • 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

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