The Science of Social Media
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The Science of Social Media

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How to engineer contagious ideas. ...

How to engineer contagious ideas.

This presentation is the result of over 3 years of research into online social media including blogging, Twitter, Facebook, and Foursquare as well as historic and offline social media like urban legends, proverbs, and homeric poems.

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http://groovemonkey.com 2920
http://www.conseilsmarketing.com 2053
http://blog.hubspot.com 1811
http://www.novavizia.com 1410
http://danzarrella.com 1381
http://www.socialbeta.cn 872
http://www.scoop.it 528
http://blog.campalyst.com 462
http://www.hubspot.com 422
http://www.sociallyperforming.com 398
http://paper.li 330
http://www.emarketinglicious.fr 297
http://www.jornaldoempreendedor.com.br 292
http://midiassociais.blog.br 275
http://eshopperblog.blogspot.com 201
http://www.thepivottable.com 188
http://www.juanmarketing.com 159
http://eshopperblog.blogspot.com.br 147
http://www.bouwtweets.nl 143
http://www.vaninadelobelle.com 138
http://www.upstream.nl 129
http://www.conseilsmarketing.fr 115
http://www.walk-the-net.com 110
http://www.inboundconference.com 100
http://jaichoi.blogspot.com 98
http://www.hubert-senant.com 84
http://eyeonlearning.blogspot.com 83
http://socialmedia.startpagina.nl 71
http://www.20ju.com 69
http://ansteckend.com 64
http://kamilmehmetozkan.com 64
http://resultson.com.br 62
http://lucaconti.nova100.ilsole24ore.com 62
http://www.socialbeta.com 61
http://feeds2.feedburner.com 59
http://victoryias.webs.com 58
http://georgycohen.com 48
http://storify.com 47
http://fernando-comet.blogspot.com 47
http://letsgosocial.nl 47
http://csteacher-tw.blogspot.com 44
http://contentandcopy.com.au 43
http://www.jlins.com.br 42
http://mushbloom.co.uk 40
http://vint.sogeti.nl 39
http://blog.rykte.com.br 39
http://web-consult.blogspot.com 39
http://hagenmanagement.posterous.com 37
http://static.slidesharecdn.com 36
http://www.michaelhartzell.com 34
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The Science of Social Media The Science of Social Media Presentation Transcript

  • The Science of Social Media @DanZarrella
  • Free
  • 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Without "free" With "free"
  • Metric to Improve
  • Metric to Improve Potential Change
  • Metric to Improve Potential Change Discard Implement
  • Metric to Improve Potential Change Discard Implement Potential Change Discard Implement
  • Metric to Improve Potential Change Discard Implement Potential Change Potential Change Discard Implement Discard Implement
  • Metric to Improve Potential Change Discard Implement Potential Change Potential Change Discard Implement Discard Implement
  • Focus: Timing
  • Hour of Day vs ReTweets 0 1 2 3 4 5 6
  • Day of the Week vs ReTweets 0 0.5 1 1.5 2 2.5 3
  • Day of the Week vs Email Opens 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% 0.40% 0.42% 0.44% 0.46% 0.48% 0.50% 0.52% 0.54% Unsubs Clicks
  • Day of Week vs Facebook Like Rate 0.12% 0.13% 0.14% 0.15% 0.16% 0.17% 0.18%
  • Time of Day vs Facebook Like Rate 0.00% 0.02% 0.04% 0.06% 0.08% 0.10% 0.12% 0.14% 0.16% 0.18% 0.20%
  • Takeaway: Experiment with contra-competitive timing.
  • Focus: Conversation
  • @Reply Percentage Vs Followers 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% 18.00% Over 1k Under 1k
  • @Reply Percentage Vs Followers 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% Over 1M Under 1M
  • Non-@ Link Percentage vs Followers 0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45 0.5 Over 1k Under 1k
  • Links vs Followers 0 500 1000 1500 2000 2500 3000 3500 4000 1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 67 70 73 76 79 82 85 88 91 94 97
  • Non-@ Link Percentage vs ReTweets 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  • Reply Percentage vs ReTweets 0% 2% 4% 6% 8% 10% 12% 14% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  • Repin Correlation To Likes and Comments 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 Likes Comments
  • Takeaway: Content is king, not conversation.
  • Focus: Social CTAs
  • Effect of SCTAs on Facebook Likes 0.09% 0.10% 0.11% 0.12% 0.13% Without "Like" With "Like"
  • Effect of SCTAs on Facebook Comments 0.000% 0.002% 0.004% 0.006% 0.008% 0.010% 0.012% 0.014% 0.016% 0.018% Without "Comment" With "Comment"
  • Effect of SCTAs on Facebook Shares 0.000% 0.005% 0.010% 0.015% 0.020% Without "Share" With "Share"
  • Effect of Questions on Facebook Comments 0.00% 0.01% 0.02% 0.03% With Questions Without Questions
  • Effect of “Share” on Blog Metrics -4.0% -2.0% 0.0% 2.0% 4.0% 6.0% Comments Links Views
  • Effect of “Link” on Blog Metrics -2.0% -1.0% 0.0% 1.0% 2.0% Comments Links Views
  • Effect of “Comment” on Blog Metrics -3.0% -2.0% -1.0% 0.0% 1.0% 2.0% Comments Links Views
  • The Word “Like” 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 LpF 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 CpF The Word “Comment”
  • Effect of SCTAs on ReTweets 12% 39% 51% 0% 10% 20% 30% 40% 50% 60% Neither Please RT Please ReTweet
  • Takeaway: Ask for the actions you want.
  • Focus: Visual Content
  • 0% 10% 20% 30% 40% 50% 60% Without Media With Media Effect of Media on ReTweets
  • Facebook Post Types vs Likes -80 -60 -40 -20 0 20 40 60 80 100 Jan-10 Mar-10 May-10 Jul-10 Sep-10 Nov-10 Jan-11 Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12 May-12 Jul-12 Sep-12 Nov-12 Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13 Jan-14 Mar-14 May-14 Jul-14 Photos Links Status Videos
  • Tumbler Photo Post Percentage 83%
  • Tumbler Post Types vs Notes -120% -100% -80% -60% -40% -20% 0% 20%
  • Takeaway: Visual, visual, visual, visual, visual.
  • Number of Tags vs Likes and Comments 0 0.02 0.04 0.06 0.08 0.1 0.12 0.14 0.16 0.18 0 0.5 1 1.5 2 2.5 3 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
  • 0 0.05 0.1 0.15 0.2 0.25 Without #NoFilter With #NoFilter Number of Tags vs Likes and Comments
  • #NoFilter Fakers 28%
  • Effect of Filters on Likes-per-Follower 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1 Normal Willow Valencia Sierra Walden Hudson Mayfair Amaro Rise Sutro Inkwell Unknown Toaster Brannan Hefe X-Pro II Lo-fi Nashville Earlybird 1977 Poprocket Kelvin Apollo Gotham
  • 0 0.1 0.2 0.3 0.4 0.5 0.6 With "face" Without "face" Effect of Faces on Likes-per-Follower
  • Saturation vs Likes and Comments 0 0.2 0.4 0.6 0.8 1 1.2 0 0.01 0.02 0.03 0.04 0.05 0.06 1 2 3 4 5 6 7 8 9 10 11
  • Luminance vs Likes and Comments 0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 1.8 0 0.01 0.02 0.03 0.04 0.05 0.06 0.07 0.08 0.09 0.1 1 2 3 4 5 6 7 8 9 10
  • #Selfies Everything
  • Focus: Relevance
  • One-to-One Sharing Motivations 0% 10% 20% 30% 40% 50%
  • One-to-Many Sharing Motivations 0% 10% 20%
  • Zombies Marketing Me
  • Takeaway: Use combined relevance.
  • Focus: Text Content
  • Sentiment vs Twitter CTR 0 0.01 0.02 0.03 0.04 0.05 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6
  • Facebook Sharing By Linguistic Content -0.2 0 0.2 0.4 0.6 0.8 1
  • Takeaway: Don’t be a Debbie Downer.
  • Link Placement vs CTR
  • Tweet Length vs CTR 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 20 30 40 50 60 70 80 90 100 110 120 130 140
  • Readability vs Likes and Comments 0.00% 0.02% 0.04% 0.06% 0.08% 0.10% 0.12% 0.14% 0.16% 0.18% 0.20% 0.00% 0.00% 0.00% 0.01% 0.01% 0.01% 0.01% 0.01% 0.02% 0.02% 0.02% 1 3 5 7 9 11 13 15 17 19 Comment Rate Like Rate
  • Part-of-Speech vs Likes -0.04 -0.03 -0.02 -0.01 0 0.01 0.02 0.03 Adverb Adjective Noun Verb
  • Takeaway: Write simply and plainly.
  • Thank You!