Digital Atlanta 2013 - Social Media Moneyball

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Social media marketing is filled with folklore of what to post, when to post, and how to post, but completely decoupled from goals. What if there were a better way, rooted in facts, goals, real actionable tactics to be effective today and to keep your strategies fresh in the future?

Technologie

Social Media MoneyBall:
Smarter Content,
Smarter Strategy,
Better Results

#DigATL

Rob Kischuk
Founder, Badgy
@rkischuk

@rkischuk

Social Media Cat Syndrome

#DigATL

@rkischuk

Massive Success with 2 Types of Post

#DigATL

@rkischuk

Rhythm of County Outﬁtter
• 2-3 Posts on non-contest days
• 4-5 posts on contest days
• ALWAYS include a link
• → They love arrows
•Only photo posts
• Why? What can we learn?
#DigATL

@rkischuk

Afﬁnity Step 1: Likes

“Likes” establish
the base
opportunity for
future
interaction

#DigATL

@rkischuk

Weight - Content Type
Photo Posts - Maximize Engagement & Clicks
Text Posts - Maximize Reach
Link Posts - Historically Terrible
Video Posts - Good with Good Content
“Share A Post” - Awful, don’t do it

#DigATL

@rkischuk

Weight - Engagement
Shares
Comments
Likes
Clicks
“Unread” Posts

#DigATL

@rkischuk

Decay: Fresh Content Wins

Posts typically lose traction within 3 hours of posting
#DigATL

@rkischuk

App Notiﬁcations for Re-engagement

20-35% Clickthrough

#DigATL

@rkischuk

Open Graph Actions

Free Fan Acquisition
#DigATL

@rkischuk

How Often to Post?
Depends on Audience and Content
Some suggested frameworks:
Net Likes: New Likes/Follows - Unlikes/Follows
Unlike per fan reached in a week

#DigATL

@rkischuk

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