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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  • 1. The Science of Social Media @DanZarrella
  • 2. Free
  • 3. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Without "free" With "free"
  • 4. Metric to Improve
  • 5. Metric to Improve Potential Change
  • 6. Metric to Improve Potential Change Discard Implement
  • 7. Metric to Improve Potential Change Discard Implement Potential Change Discard Implement
  • 8. Metric to Improve Potential Change Discard Implement Potential Change Potential Change Discard Implement Discard Implement
  • 9. Metric to Improve Potential Change Discard Implement Potential Change Potential Change Discard Implement Discard Implement
  • 10. Focus: Timing
  • 11. Hour of Day vs ReTweets 0 1 2 3 4 5 6
  • 12. Day of the Week vs ReTweets 0 0.5 1 1.5 2 2.5 3
  • 13. 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
  • 14. Day of Week vs Facebook Like Rate 0.12% 0.13% 0.14% 0.15% 0.16% 0.17% 0.18%
  • 15. 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%
  • 16. Takeaway: Experiment with contra-competitive timing.
  • 17. Focus: Conversation
  • 18. @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
  • 19. @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
  • 20. 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
  • 21. 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
  • 22. 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%
  • 23. Reply Percentage vs ReTweets 0% 2% 4% 6% 8% 10% 12% 14% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  • 24. 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
  • 25. Takeaway: Content is king, not conversation.
  • 26. Focus: Social CTAs
  • 27. Effect of SCTAs on Facebook Likes 0.09% 0.10% 0.11% 0.12% 0.13% Without "Like" With "Like"
  • 28. 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"
  • 29. Effect of SCTAs on Facebook Shares 0.000% 0.005% 0.010% 0.015% 0.020% Without "Share" With "Share"
  • 30. Effect of Questions on Facebook Comments 0.00% 0.01% 0.02% 0.03% With Questions Without Questions
  • 31. Effect of “Share” on Blog Metrics -4.0% -2.0% 0.0% 2.0% 4.0% 6.0% Comments Links Views
  • 32. Effect of “Link” on Blog Metrics -2.0% -1.0% 0.0% 1.0% 2.0% Comments Links Views
  • 33. Effect of “Comment” on Blog Metrics -3.0% -2.0% -1.0% 0.0% 1.0% 2.0% Comments Links Views
  • 34. 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”
  • 35. Effect of SCTAs on ReTweets 12% 39% 51% 0% 10% 20% 30% 40% 50% 60% Neither Please RT Please ReTweet
  • 36. Takeaway: Ask for the actions you want.
  • 37. Focus: Visual Content
  • 38. 0% 10% 20% 30% 40% 50% 60% Without Media With Media Effect of Media on ReTweets
  • 39. 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
  • 40. Tumbler Photo Post Percentage 83%
  • 41. Tumbler Post Types vs Notes -120% -100% -80% -60% -40% -20% 0% 20%
  • 42. Takeaway: Visual, visual, visual, visual, visual.
  • 43. 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
  • 44. 0 0.05 0.1 0.15 0.2 0.25 Without #NoFilter With #NoFilter Number of Tags vs Likes and Comments
  • 45. #NoFilter Fakers 28%
  • 46. 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
  • 47. 0 0.1 0.2 0.3 0.4 0.5 0.6 With "face" Without "face" Effect of Faces on Likes-per-Follower
  • 48. 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
  • 49. 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
  • 50. #Selfies Everything
  • 51. Focus: Relevance
  • 52. One-to-One Sharing Motivations 0% 10% 20% 30% 40% 50%
  • 53. One-to-Many Sharing Motivations 0% 10% 20%
  • 54. Zombies Marketing Me
  • 55. Takeaway: Use combined relevance.
  • 56. Focus: Text Content
  • 57. 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
  • 58. Facebook Sharing By Linguistic Content -0.2 0 0.2 0.4 0.6 0.8 1
  • 59. Takeaway: Don’t be a Debbie Downer.
  • 60. Link Placement vs CTR
  • 61. 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
  • 62. 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
  • 63. Part-of-Speech vs Likes -0.04 -0.03 -0.02 -0.01 0 0.01 0.02 0.03 Adverb Adjective Noun Verb
  • 64. Takeaway: Write simply and plainly.
  • 65. Thank You!