This document discusses using data and science to optimize social media marketing. It begins by introducing the speaker as both a scientist and technologist. It then outlines how data is used in various applications like targeting customers and improving healthcare. Despite the abundance of data on social media, non-quantitative advice is often followed. The speaker then details various data-driven tips for social media based on over 2.5 million data points, such as what type of posts generate more engagement and which words drive more link clicks and shares. Specific data is also presented on the importance of networks for home design and tips for getting the most engagement from design posts. Comments, rather than likes, are identified as the most powerful social signal.

1. Applying Science to Social Media
2016 Home Design Digital Marketing Summit

2. About Me / The Scientist
Total Science Nerd
• Contributor to the Human Genome Project
• Published in Journal of Cell Biology
- Degrees in Neuroscience & Physiology
- Genetics Research on Cholesterol Degr
adation
- Discovered & Cloned AK23

3. About Me / The Technologist
M&A Attorney
• Founder of SymptomCare.com
• Founder of FanGate Media
• Founder of SOCi
• Manage two Venture Funds - over $80 million in investments in las
t 6 years
, Software Entrepreneur and Venture Capital
• High Tech M&A Attorney

4. What’s The Common Thread
Data…
…collection and analysis of data
to deliver targeted results is what science is built on

5. Data is Used in Dozens of Major Applications
1. Targeting Customers
2. Optimizing Business Processes
3. Personal Quantification
4. Improving Healthcare
5. Security
6. Financial Trading
So, anywhere that we can gather data, we can
help make better decisions, including social
media

6. • “Be personable”
• “Post engaging content”
• “Establish a voice”
So Why Are We Not Using It More In Social Media???
Non-quantifiable ‘measurements’
make scientists mad…
Instead we fall for cliché advice…

7. Social Media Has Data…
Facebook posts every minute
… 12 Billion Data points per hour
2.4 million
80+ data points for
each post

8. So Let’s Look At What The Data Is Telling Us…
Data-Driven Tips
for a Better Social Media
Based on >2.5million Data Points

9. 1. WHAT Should I Post?
The TYPE of post you publish affects your engagement

10. 2. WHEN Should I Post?
Weekends and evenings are quiet…
…so you may actually be heard

11. 3. How Often Should I Engage?
Forget about being a part of the conversation…
just create GREAT CONTENT

12. 4. What Should I Say to Get More Link Clicks?
• “Incredible” drives 3x more links than “Cool”
e.g. ‘What an incredible way to brighten your home’
• “Recent” drives 5x more links than “Great”
e.g. ‘Take a look at this recent article on how to use plants to decorate’
Certain words drive more links than others

13. 5. Where Do I Place My Links?

14. 6. How Do I Drive More Shares?
Certain words drive more Shares

15. 7. How Do I Get More Comments?
Certain types of questions drive more Comments

16. Tweet 120 - 130 characters
8. What Is The Ideal Message Length?
Facebook post <100 or >350

17. Tweet a Lot of Links… 80% or more of your posts
9. How Do I Get More Followers?

18. 9b. How Do I Get More Followers?
Call yourself an ‘Expert’

19. ‘Please ReTweet’ gets 4x more ReTweets
10. How Do I Get More Retweets?
Just Ask…

20. What does the data tell us about social
media for home design?
Home Design Specific Data
NetworksbyImportance

21. Facebook is Dominating Local Search & Reviews
Rank based on engagement. So national
pages don’t show up in local searches. E.g.
“Pizza San Diego” doesn't show a Pizza Hut
unless the local San Diego page is engaging
#2 Search Engine
Users expect to connect with their local stores. Even if
businesses don't choose to be on Facebook, there is likely
an unclaimed Facebook page for their business that is
collecting ratings and reviews.
4X More Reviews

22. Tips n’ Tricks to Getting the Most Out of Your Posts
Design Specific Data
1. Embedded links get m
ore reach than
bit.ly’s or other
shortened links

23. Tips n’ Tricks to Getting the Most Out of Your Posts
Design Specific Data
2. Décor, Recipe & DIY posts are the
best for getting Likes and Shares
*Seasonal recipes do better!

24. Tips n’ Tricks to Getting the Most Out of Your Posts
Design Specific Data
3. Appetizers and snack
recipes get
>2X engagement than
entrée recipes

25. Tips n’ Tricks to Getting the Most Out of Your Posts
Design Specific Data
4. Localized content gets
nearly 2X more
Comments and Shares
Than non-localized

26. Tips n’ Tricks to Getting the Most Out of Your Posts
Design Specific Data
5. More clicks from
features & amenities!

27. Post Specific Data for Home Design
1. Image posts get the most ‘Likes’
2. Shorter posts (>100 characters) get more ‘Likes’
3. Longer posts (>350 characters) get more Comments
4. Ask a question to get more Comments
COMMENTS are the most powerful social signal
Over 7x more impactful than a ‘Like’

28. Let’s Get Social
THANK YOU!
Afif Khoury
CEO, SOCi, Inc.
afif@meetsoci.com
@meetsoci
facebook.com/meetsoci