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Social Timing Insights

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Understanding the science behind timing and its impact on social media marketing performance.

Featuring Jay Baer from Convince & Convert and Eric Boggs from Argyle Social.

Published in: Business, Technology
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Social Timing Insights

  1. 1. Presented by Jay Baer & Eric BoggsOctober 27, 2011 #socialtiming
  2. 2. Who are these people talking to me? Jay Baer Eric Boggs @jaybaer @ericboggs convinceandconvert.com argylesocial.com #socialtiming
  3. 3. Details• Jay will lead Q/A at the end of the call.• Tag your tweets/questions with #socialtiming.• We’re recording this shin dig.• We’ll send an email follow up to everyone.• Eric is @ericboggs.• Jay is @jaybaer. #socialtiming
  4. 4. - The NOW Revolution: 7 Shifts to Make Your Business Faster, Smarter, & More Social - ConvinceandConvert.com - How Far Should You Open the Kimono?The NOW Revolution:7 Shifts to Make Your BusinessFaster, Smarter, & More Socialconvinceandconvert.comHow Far Should You Open the Kimono? #socialtiming
  5. 5. 15-SECOND COMMERCIAL:ON INFLUENCEERICOnline influence matters. Or does it? How do you measurewhat may or may not matter?Thursday, Nov 10, 3pm ESTSign up at ar.gy/oninfluence #socialtiming
  6. 6. Why does timing matter?Can timing help you cut through the noise? Ken Bloch Photography #socialtiming
  7. 7. DIVING INTO THE DATA #socialtiming
  8. 8. Data SourceA slice of aggregate, anonymous Argyle user data.• December 2010 through September 2011• 250k+ posts, 5M+ clicks• 500+ organizations – All industries, all sizes – Human-categorized into B2B and B2C• Networks: Twitter and Facebook only #socialtiming
  9. 9. Our ApproachReal statistics. Not just averages.• In every category we look at two things: – Posts: content published to FB or TW. – Engagement: clicks per post per follower – Ignored: likes, comments, retweets, conversions• All results statistically validated. – We normalized time zones. – We conducted experiments. – We ignored LOTS of flimsy “insights”. #socialtiming
  10. 10. DisclosureYour mileage may vary.• Your business probably isn’t average. The correct answer to most timing questions is usually “It depends.”• Make sure to calculate the pay-off. 1% lift is earth shattering for some, meaningless for others…• Hang around until the end. We’ll help you put this stuff into practice. #socialtiming
  11. 11. Question #1:WHEN DO MARKETERSPOST? #socialtiming
  12. 12. Post TimingB2B Post Volume By Day of Week Sunday Monday Tuesday Wednesday Thursday Friday Saturday Weekday Post Volume by Hour 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 #socialtiming
  13. 13. Post TimingB2C Post Volume by Day of Week Sunday Monday Tuesday Wednesday Thursday Friday Saturday Weekday Post Volume by Hour 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 #socialtiming
  14. 14. B2C Post Volume by Day of Week Marketers overwhelmingly post when Sunday Monday they’reWednesday Thursday Friday Tuesday at work. Saturday Weekday Post Volume by Hour 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 #socialtiming
  15. 15. Question #2:ARE THERE SPECIFIC TIMINGCHARACTERISTICS FOR B2B? #socialtiming
  16. 16. Weekday vs Weekend B2B Do weekdays or weekends produce higher levels of engagement for B2B marketers? Facebook Twitter 100% 50% 100% 50% 90% 40% 90% 40% Engagement Rate Variance Engagement Rate Variance 80% 30% 80% 30% 70% 20% 70% 20%% of Brand Posts % of Brand Posts 60% 10% 60% 10% 50% 0% 50% Significant! 0% 40% -10% 40% -10% 30% -20% 30% -20% 20% -30% 20% -30% 10% -40% 10% -40% 0% -50% 0% -50% Weekday Weekend Weekday Weekend Posts Engagement Posts Engagement #socialtiming
  17. 17. Time of DayB2B, WeekdaysWhat portion of the day produces higher levels of engagement for B2B marketerson weekdays? Facebook Twitter 100% 50% 100% 50% 90% 40% 90% 40% Engagement Rate Variance Engagement Rate Variance 80% 30% 80% 30% 70% 20% 70% 20% % of Brand Posts% of Brand Posts Significant! Significant! 60% 10% 60% 10% 50% 0% 50% 0% 40% -10% 40% -10% 30% -20% 30% -20% 20% -30% 20% -30% 10% -40% 10% -40% 0% -50% 0% -50% 4am-9am 9am-7pm 7pm-4am 4am-9am 9am-7pm 7pm-4am Posts Engagement Posts Engagement #socialtiming
  18. 18. Day of the WeekB2B, Weekdays, WorkdayWhat day of the week produces higher levels of engagement for B2B marketersduring the work day? Facebook Twitter 40% 50% 40% 50% 35% 40% 40% 35% Engagement Rate Variance Engagement Rate Variance 30% 30% 30% 30% 20%% of Brand Posts 20% % of Brand Posts 25% 10% 25% 10% 20% 0% 20% 0% 15% -10% -10% 15% -20% -20% 10% 10% -30% -30% 5% -40% 5% -40% 0% -50% 0% -50% M T W Th F M T W Th F Posts Engagement Posts Engagement #socialtiming
  19. 19. Some More Theories Tested…B2B, Weekdays, WorkdaysIf I post in the first five minutes of Nope.an hour, do I get betterengagement?If I post during the last five minutes of Nuh-uh.an hour, do I get better engagement?Are there meaningful differences in As if.engagement levels when you breakdown hours into ten-minute segments? #socialtiming
  20. 20. B2B Timing Lessons• Our data shows no meaningful timing considerations for B2B marketers on Facebook.• B2B marketers on Twitter achieve better results on weekdays during the work day.• There is no “right day” or “right minute” to post. #socialtiming
  21. 21. Question #3:DOES TIMING DIFFER FORB2C? #socialtiming
  22. 22. Weekend vs. WeekdayB2CDo weekends or weekdays produce higher levels of engagement for B2Cmarketers? Facebook Twitter 100% 50% 100% 50% 90% 40% 90% 40% Engagement Rate Variance Engagement Rate Variance 80% 30% 80% 30% 70% 20% % of Brand Posts 70% 20%% of Brand Posts 60% 10% 60% 10% 50% 0% 50% 0% Significant! 40% -10% 40% -10% 30% -20% 30% -20% 20% -30% 20% -30% 10% -40% 10% -40% 0% -50% 0% -50% Weekday Weekend Weekday Weekend Posts Engagement Posts Engagement #socialtiming
  23. 23. Weekend vs. WeekdayB2C Facebook Twitter200% 200%180% 180%160% 160%140% 140%120% B2C marketers on Facebook get better 120%100% engagement on weekends. 27% 100%80% 80%60% 60%40% 40%20% 20% 0% 0% Weekday Weekend Weekday Weekend Posts Engagement Posts Engagement #socialtiming
  24. 24. Time of DayB2C, WeekendsWhat portion of the day produces higher levels of engagement for B2C marketerson weekends? Facebook Twitter 100% 50% 100% 50% 90% 40% 90% 40% Engagement Rate Variance Engagement Rate Variance 80% 30% 80% 30% 70% 20% 70% 20% % of Brand Posts% of Brand Posts Significant! 60% 10% 60% 10% 50% 0% 50% 0% 40% -10% 40% -10% 30% -20% 30% -20% 20% -30% 20% -30% 10% -40% 10% -40% 0% -50% 0% -50% 4am-9am 9am-7pm 7pm-4am 4am-9am 9am-7pm 7pm-4am Posts Engagement Posts Engagement #socialtiming
  25. 25. Time of Day B2B, Weekends What portion of the day produces higher levels of engagement for B2C marketers on weekends? Facebook Twitter200% 200%180% 180% B2C marketers on Facebook get very 160%160%140% poor engagement on weekend 140%120% mornings. 120%100% 100% 27% 27%80% 80%60% 60%40% 40%20% 20% 0% 0% Evening Morning Workday Evening Morning Workday Posts Engagement Posts Engagement #socialtiming
  26. 26. Saturday vs SundayB2C, WeekendsDoes Saturday or Sunday produce higher levels of engagement for B2Cmarketers? Facebook Twitter 100% 50% 100% 50% 90% 40% 90% 40% Engagement Rate Variance Engagement Rate Variance 80% 30% 80% 30% 70% 20% 70% 20% % of Brand Posts% of Brand Posts 60% Significant! 10% 60% 10% 50% 0% 50% 0% 40% -10% 40% -10% 30% -20% 30% -20% 20% -30% 20% -30% 10% -40% 10% -40% 0% -50% 0% -50% Saturday Sunday Saturday Sunday Posts Engagement Posts Engagement #socialtiming
  27. 27. Saturday vs SundayB2C, WeekendsDoes Saturday or Sunday produce higher levels of engagement for B2Cmarketers? Facebook Twitter 100% 50% 100% 50% 90% 40% 90% 40% B2C marketers get bumps 80% Sunday on Engagement Rate Variance Engagement Rate Variance 80% 30% 30% 70% vs Saturday,20% especially on 70% Facebook. 20% % of Brand Posts% of Brand Posts 60% Significant! 10% 60% 10% 50% 0% 50% 0% 40% -10% 40% -10% 30% -20% 30% -20% 20% -30% 20% -30% 10% -40% 10% -40% 0% -50% 0% -50% Saturday Sunday Saturday Sunday Posts Engagement Posts Engagement #socialtiming
  28. 28. Summary of ConclusionsRules of thumb you can put to work immediatelyB2B: B2C:• Our data shows no timing • Weekends significantly considerations for outperform weekdays on Facebook. Facebook.• B2B marketers on Twitter • Weekend afternoons and achieve better results on evenings outperform weekdays during the weekend work day. mornings, especially Sundays. #socialtiming
  29. 29. Practicing:SOCIAL TIMING SCIENCE #socialtiming
  30. 30. First, the Wrong WayTaking a random walk… #socialtiming
  31. 31. More About the Wrong Way…Numbers lie, variables matter, aggregates don’t matter• Average people worry about averages: – Avg (48, 52, 49, 51) = 50 – Avg (0, 100, 125, -75) = 50• Changing variables changes the story: – If you’re testing time, you should only change time – Changing multiple variables invalidates the test• The best time to tweet is 5pm… – Not really. Your business is different. – Be wary of rules of thumb. #socialtiming
  32. 32. The Right WayUse the Scientific Method!• Start with a hypothesis “I think that I will get more lift by scheduling my morning posts at 8am instead of 10am.”• Design and execute experiment “If I tweet similar content at 8am and 10am everyday for 2 weeks, I’ll have enough data to know.”• Analyze and conclude “Hmmm! The data tells me that my hypothesis is correct!” (…or not) #socialtiming
  33. 33. You can pull this off with…PLANNING• …and a link tracker, a scheduler, and Excel.• …or a tool like (ahem!) Argyle to helps with campaign organization. #socialtiming
  34. 34. Share our infographic! Available at ar.gy/socialtiming #socialtiming
  35. 35. Questions & Answers & Thank You! Tom Webster VP, Marketing Edison ResearchON INFLUENCE Online influence matters. Or does it? How do you measure what may or may not matter?Thursday, Nov 10, 3pm ESTSign up at ar.gy/oninfluence #socialtiming

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