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?

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Digital Atlanta 2013 - Social Media Moneyball

  1. 1. Social Media MoneyBall: Smarter Content, Smarter Strategy, Better Results #DigATL Rob Kischuk Founder, Badgy @rkischuk @rkischuk
  2. 2. #DigATL @rkischuk
  3. 3. #DigATL @rkischuk
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  8. 8. Social Media Cat Syndrome #DigATL @rkischuk
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  14. 14. Where’s the Action? #DigATL @rkischuk
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  16. 16. Massive Success with 2 Types of Post #DigATL @rkischuk
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  18. 18. 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
  19. 19. #DigATL @rkischuk
  20. 20. Affinity Step 1: Likes “Likes” establish the base opportunity for future interaction #DigATL @rkischuk
  21. 21. 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
  22. 22. Weight - Engagement Shares Comments Likes Clicks “Unread” Posts #DigATL @rkischuk
  23. 23. Decay: Fresh Content Wins Posts typically lose traction within 3 hours of posting #DigATL @rkischuk
  24. 24. #DigATL @rkischuk
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  30. 30. App Notifications for Re-engagement 20-35% Clickthrough #DigATL @rkischuk
  31. 31. Open Graph Actions Free Fan Acquisition #DigATL @rkischuk
  32. 32. #DigATL @rkischuk
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  34. 34. 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
  35. 35. #DigATL @rkischuk
  36. 36. SEO for Social info@bad.gy @Badgy

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