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525,600 Minutes:
Using Time to Guide
Social Media Efforts
Adam Schoenfeld
RowFeeder is a Product from Untitled Startup Inc.
CONFIDENTIAL
Assumptions
•When (time/day) you choose to
act in social media impacts
success
•Understanding time factors ca...
CONFIDENTIAL
Timing Elsewhere: Email
3
Email Marketers are scientific about time. Timing has an impact on open and click r...
CONFIDENTIAL
Timing Elsewhere: TV/Radio
4
TV programming and advertising is tuned for the times we are sitting on our couch
CONFIDENTIAL
Why is Social Media Different?
• Activity is on someone else’s property, but
we have figure out how to measur...
CONFIDENTIAL
Timing Generally (Twitter)
6
Concentration from
11am-5pm EST
There is a general trajectory of activity and at...
CONFIDENTIAL
Timing Generally (Twitter)
7
Weekdays trump
Weekends on Twitter
Different networks will have different distri...
CONFIDENTIAL
Social Media Monitoring Example
8
Day of Week and Time Breakdown for “Social Media Monitoring”
CONFIDENTIAL
Social Media Monitoring Example
9
TAKE AWAYS:
• People are talking about this at
work (likely as part of thei...
CONFIDENTIAL
Mad Men Example
10
When do you talk about Mad Men?
CONFIDENTIAL
Mad Men Example
11
Event driven timeline with level of engagement declining over time
Hot on Monday AM (oppor...
CONFIDENTIAL
Time in Context to Goals
• Impressions/Reach?
• Actions/Clicks/Purchases?
• Viral Distribution?
• Reaching In...
CONFIDENTIAL
Inception Example
13
Similar to TV, but over a long period with new renewal each week. But interest is still
...
CONFIDENTIAL
Inception Example
14
Different types of posts follow different trajectories even within the same topic
US Onl...
CONFIDENTIAL
Kindle Example
15
What can we glean from an average looking distribution? Not everything is as clear cut
as M...
CONFIDENTIAL
Kindle Example - Influencers
Potential Next Steps: Drill down to a small set of influencers and monitor
them ...
CONFIDENTIAL
Take Aways/Recap
• There is a ton of data available in to help
inform questions of “when?” in social media
• ...
CONFIDENTIAL
Contact Info
• @Schoeny or @RowFeeder
• adam@rowfeeder.com
• www.rowfeeder.com
18
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Adam Schoenfeld: 525,600 Minutes: Using Time to Guide Social Media Efforts

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In this session Adam will discuss how different audiences and different types of conversations appear at different times and how to makes sense of these dynamics. We'll discuss how you can use monitoring to research, measure, and plan the right time to run campaigns or engage with your audience

Published in: Technology, Business
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Transcript of "Adam Schoenfeld: 525,600 Minutes: Using Time to Guide Social Media Efforts "

  1. 1. 525,600 Minutes: Using Time to Guide Social Media Efforts Adam Schoenfeld RowFeeder is a Product from Untitled Startup Inc.
  2. 2. CONFIDENTIAL Assumptions •When (time/day) you choose to act in social media impacts success •Understanding time factors can inform big picture decisions about building a social media presence 2
  3. 3. CONFIDENTIAL Timing Elsewhere: Email 3 Email Marketers are scientific about time. Timing has an impact on open and click rates Source: eROI EMAIL MARKETING OUTCOMES BY DAY
  4. 4. CONFIDENTIAL Timing Elsewhere: TV/Radio 4 TV programming and advertising is tuned for the times we are sitting on our couch
  5. 5. CONFIDENTIAL Why is Social Media Different? • Activity is on someone else’s property, but we have figure out how to measure it (Facebook or Twitter don’t tell us when your audience is the most engaged) • We don’t set the schedule. Conversations develop organically. It’s our job to find the opportunities • It’s a real-time world. Poorly timed actions will fail faster 5 Social media has some fundamental differences, but we can still be scientific about time
  6. 6. CONFIDENTIAL Timing Generally (Twitter) 6 Concentration from 11am-5pm EST There is a general trajectory of activity and attention to be aware of (step 1)
  7. 7. CONFIDENTIAL Timing Generally (Twitter) 7 Weekdays trump Weekends on Twitter Different networks will have different distributions of attention and activity
  8. 8. CONFIDENTIAL Social Media Monitoring Example 8 Day of Week and Time Breakdown for “Social Media Monitoring”
  9. 9. CONFIDENTIAL Social Media Monitoring Example 9 TAKE AWAYS: • People are talking about this at work (likely as part of their job) • Engage during the week and play golf on Saturday
  10. 10. CONFIDENTIAL Mad Men Example 10 When do you talk about Mad Men?
  11. 11. CONFIDENTIAL Mad Men Example 11 Event driven timeline with level of engagement declining over time Hot on Monday AM (opportunity still alive) Cooling down on Tuesday, Quiet on Wednesday
  12. 12. CONFIDENTIAL Time in Context to Goals • Impressions/Reach? • Actions/Clicks/Purchases? • Viral Distribution? • Reaching Influencers? 12 A big part of how you look at time data is determined by your goals and objectives
  13. 13. CONFIDENTIAL Inception Example 13 Similar to TV, but over a long period with new renewal each week. But interest is still strong for several weeks and opportunities remain
  14. 14. CONFIDENTIAL Inception Example 14 Different types of posts follow different trajectories even within the same topic US Only Tweets
  15. 15. CONFIDENTIAL Kindle Example 15 What can we glean from an average looking distribution? Not everything is as clear cut as Mad Men
  16. 16. CONFIDENTIAL Kindle Example - Influencers Potential Next Steps: Drill down to a small set of influencers and monitor them over time. Get more granular with time. Layer location information. 16 Looking at Influencers vs. General Audience shows a potential trend
  17. 17. CONFIDENTIAL Take Aways/Recap • There is a ton of data available in to help inform questions of “when?” in social media • Finding opportunities will be specific to targeting due to considerable variability time/day across conversations, markets, demographics, and audience type • Clear objectives are the first step to turning time data into something actionable 17
  18. 18. CONFIDENTIAL Contact Info • @Schoeny or @RowFeeder • adam@rowfeeder.com • www.rowfeeder.com 18

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