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Argyle Social is on a mission to help marketers drive meaningful business outcomes through social media marketing. Learn about our view of the world and some research we've done into effective social …

Argyle Social is on a mission to help marketers drive meaningful business outcomes through social media marketing. Learn about our view of the world and some research we've done into effective social media strategies.

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  • It happens in real-time.It involves massive amounts of content.…It happens at the tippy-top of the funnel.It isn’t a direct ‘Call To Action’ channel.
  • quickly explains the data source for the next few slides.
  • explain context of the data.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.
  • explain context of the data.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.
  • explain the graph.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
  • explain the graph.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
  • 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.
  • 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 doing the intro.

Transcript

  • 1. Data Driven Social Media Marketing Adam Covati CTO, Founder @covati@argylesocial
  • 2. What does Argyle do? Argyle Social is a Social Media Marketing Dashboard that combines: • Social publishing • Customer engagement • Social analytics@argylesocial
  • 3. Why? • We come from marketing backgrounds • We saw how social was being treated • We knew people could do better@argylesocial
  • 4. We’re on a mission… Argyle Social is on a mission to help marketers drive meaningful business outcomes through social media marketing. • Founded in Dec 2009 • Based in Downtown Durham, NC • Over $1.5 million in total funding@argylesocial
  • 5. Social is difficult to measure because… Two Types of Marketing Channels Intent Generating channels: Build awareness, interest, desire Intent Harvesting channels: Call to Action (Purchase, Form, etc) Two Types of Conversion Tracking Multi-touch tracking attributes revenue to all of the channels on their path through the funnel. Last-touch tracking attributes all of the revenue to the last channel prior to sale.@argylesocial
  • 6. You (Probably) Under-Report Social • Day 0: Person follows your Co on Twitter. • Day 0 – 30: Person clicks, socializes, etc. • Day 30: Person makes buying decision, Googles your Co, clicks an ad, converts. • You chalk up a conversion to Google. • Your social media team gets the shaft.@argylesocial
  • 7. For example… Google Analytics shows 178 social media “assisted conversions” for a time period… …but we tracked over 1,100 socially Influenced conversions for the same chunk of time.@argylesocial
  • 8. For example… Google Analytics shows 178 social media “assisted conversions” for this time period… Scenario 1: Social Media gets scrutinized. Scenario 2: Social Media is the hero. …but we tracked over 1,300 socially Influenced conversions for the same chunk of time.@argylesocial
  • 9. How do I measure my success?* *How can Argyle help me measure my success?  Key Metrics  Clicks and click analysis  Interactions and interpretation  Conversions and the bottom line@argylesocial
  • 10. Save Time and Stay Organized Schedule content ahead of time and add posts to ongoing campaigns with a click of a button.@argylesocial
  • 11. Increase Workflow Efficiency Take away the Excel editorial calendars and submit content for approval straight from Argyle. Assign specific posts to people for response@argylesocial
  • 12. Engage More Effectively The latest Argyle release is Tweetdeck for Business. All the functionality of Tweetdeck wrapped up with Argyle’s advanced analytics.@argylesocial
  • 13. Engage More Effectively The latest Argyle release is Tweetdeck for Business. Can you assign posts in Tweetdeck?@argylesocial
  • 14. Avoid Social Media Blunders Create email notifications for immediate response. Make sure the right people are responding to the right messages. Manually assign posts to team members for any posts that slip through the cracks.@argylesocial
  • 15. Improve Understanding Make the connection between tweeting and conversions obvious@argylesocial
  • 16. Increase Social Conversions Goal reports from Argyle show non-social and social conversionsThis slide deck includes sample charts fromArgyle Social reports.@argylesocial
  • 17. Decrease Scrutiny of Social Do you know which posts are the most effective in driving interactions and revenue? Charts like this one show you on a post-by-post basis which content is most effective.@argylesocial
  • 18. Improve Evaluation of Social Media How do you know which campaigns are most effective?@argylesocial
  • 19.  Organize your team  Publish compelling content  Drive customer engagement  Measure and optimize your results  Grow your business @argylesocial
  • 20. Conversions Tracking • Social Media Marketing = Marketing • Marketing = Driven By Outcomes • If A=B & B=C, then A=C.@argylesocial
  • 21. Some Insights we’ve gained • Aggregated and anonymous • December 2010 through May 2011 • 70k+ posts • 381 organizations; all industries, all sizes@argylesocial
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. 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
  • 27. 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
  • 28. 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
  • 29. Insight #4 Curating Drives Clicks…Creating Drives Conversions 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% Sample Breakdown@argylesocial
  • 30. Insight #4 Curating Drives Clicks…Creating Drives Conversions Clicks Per Post Click To Conversion Post Conversion Rate Promoters Promoters Promoters Over-curating is ineffective. Balanced Balanced Balanced Over-promoting isn’t as ineffective Curators as you might think. Curators Curators 0 20 40 60 0.0% 1.0% 2.0% 3.0% 0.0% 50.0% 100.0% 150.0% Sample Breakdown@argylesocial
  • 31. Thanks! Adam Covati @covati http://argylesocial.com@argylesocial