Data Drive Social Media Marketing

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Presented by Argyle Social CEO Eric Boggs at Social Media Plus Nov 16, 2011.

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Data Drive Social Media Marketing

  1. 1. Presented November 16, 2011 at Social Media Plus@argylesocial
  2. 2. @argylesocial @ericboggs @jthandy@argylesocial
  3. 3. In God we trust. All others must bring data. W. Edwards Deming@argylesocial
  4. 4. In God we trust. All others must bring data. W. Edwards Deming There is no “data” confirming that Deming actually said this.@argylesocial
  5. 5. “On the web, (this quote) has been widely attributed to Deming and Robert W. Hayden; however Prof. Hayden told us that he can claim no credit for this quote, and ironically we could find no ‘data’ confirming Deming actually said this.” The Elements of Statistical Learning, 2nd Edition, Preface Hastie, Tibshirani, Friedmand@argylesocial
  6. 6. “On the web, (this quote) has been widely attributed to Deming and Robert W. Hayden; however Prof. Hayden told us that he can claim no credit for this quote, and ironically we could find no ‘data’ Beware rules of thumb. confirming Deming actually said this.” Data reveals the truth. The Elements of Statistical nd Learning, 2 Edition, Preface Hastie, Tibshirani, Friedmand@argylesocial
  7. 7. A Delicious Slice of Argyle User Data • Aggregated and anonymous • December 2010 through May 2011 • 70k+ posts • 381 organizations; all industries, all sizes@argylesocial
  8. 8. 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
  9. 9. Conversions? • Social Media Marketing = Marketing • Marketing = Driven By Outcomes • If A=B & B=C, then A=C.@argylesocial
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. Balanced Curation Drives Conversions Sample Promoters: link to their own site more than 50% of the time. Breakdown Balanced: link to their own site between 25% and 50% of the time. Curators: link to their own site less than 25% of the time. 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%@argylesocial
  17. 17. Balanced Curation Drives Conversions Sample Promoters: link to their own site more than 50% of the time. Breakdown Balanced: link to their own site between 25% and 50% of the time. Curators: link to their own site less than 25% of the time. Clicks Per Post Click To Conversion Post Conversion Rate Over-curating is ineffective. Over-promoting isn’t as Promoters Promoters Promoters Balanced ineffective as you might think. 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%@argylesocial
  18. 18. Do or do not. There is no try. ~Albus Dumbledore Slides at ar.gy/socialmediaplus Thank you very much. Eric Boggs @ericboggs http://argylesocial.com@argylesocial
  19. 19. A Brief Aside Re: Conversions Two Types of Marketing Channels Intent Generating channels build consumer awareness and interest, creating an intention to purchase a product. Intent Harvesting channels capture consumer intent to purchase and drive them to the cash register. Two Types of Conversion Tracking Multi-touch tracking attributes revenue to all of the channels that touched the consumer on their path through the funnel. Last-touch tracking attributes all of the revenue for a purchase to the last channel that touched the customer prior to the sale.@argylesocial

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