1. How To Test
EVERYTHING
In Social…
And Where To Put Your
$$$Money$$$
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2. RACHAEL KING
Head of Communications,
DogVacay
@rachaelgking
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3. 3

4. SPENDING = SCARY
But it doesn’t have to be...
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5. Social is actually a science
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6. WHAT to test?
TIME OF DAY LENGTH OF
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POSTS
TYPES OF
POSTS
DIFFERENT
VERSIONS
TARGETING

7. LENGTH OF POSTS
USE EXISTING DATA TO FORMULATE SMART TESTS… (VIA BUFFER.COM)
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100
characters
40
characters
60
characters
SHORT & SWEET
(WITH LOTS OF
HASHTAGS)

8. TESTING METHODOLOGY
1. 2. 3. 4.
A/B TEST
EV-ER-Y-THING
LEAN STARTUP
METHOD
SURVEYS &
FEEDBACK
QUANTITATIVE &
QUALITATIVE
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9. IT’S ALL ABOUT THE GOAL
Track twice, report once!
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Sign ups ENGAGEMENT
USER
ACQUISITION
FAN
GROWTH
User-
Generated
content SALES

10. MEASUREMENT FRAMEWORK
1. 2.
3. 4.
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Choose
a focus
Check in
often
Report
W/M/Q Debrief

11. 4 WEEK PLAN: TIME OF DAY
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Content
Type B
@ 7am
Content
Type B
@ 9am
Content
Type B
@ 11am
Content
Type B
@ 12Pm
Content
Type A
@ 10am
Content
Type A
@ 12Pm
Content
Type A
@ 2Pm
Content
Type A
@ 4Pm
Content
Type A
@ 7AM
Content
Type A
@ 9am
Content
Type A
@ 11am
Content
Type A
@ 12pm
Content
Type B
@ 10am
Content
Type B
@ 12pm
Content
Type B
@ 2pm
Content
Type B
@ 4pm
Content
Type D
@ 7am
Content
Type D
@ 9am
Content
Type D
@ 11am
Content
Type D
@ 12Pm
Content
Type D
@ 10AM
Content
Type D
@ 12pm
Content
Type D
@ 2pm
Content
Type D
@ 4pm
Content
Type C
@ 8AM
Content
Type C
@ 12pm
Content
Type C
@ 8am
Content
Type C
@ 12pm

12. 4 WEEK PLAN: A/B Test
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Content
Type A:
QUESTION
Content
Type A:
STATEMENT
Content
Type a:
QUESTION
Content
Type A:
STATEMENT
Content
Type B:
CTA FIRST
Content
Type B:
CTA LAST
Content
Type B:
CTA FIRST
Content
Type B:
CTA LAST
Content
Type C:
w/ IMAGE
Content
Type c:
W/o IMAGE
Content
Type C:
w/ IMAGE
Content
Type c:
W/o IMAGE
Content
Type A:
CTA 1
Content
Type a:
CTA 2
Content
Type A:
CTA 1
Content
Type a:
CTA 2
Content
Type B:
VOTE
Content
Type B:
“LIKE THIS”
Content
Type B:
VOTE
Content
Type B:
“LIKE THIS”
Content
Type C:
OPINION
Content
Type c:
YES/NO
Content
Type C:
OPINION
Content
Type c:
YES/NO
Content
Type D:
LINK + PIC
Content
Type D:
LINK ONLY
Content
Type D:
LINK + PIC
Content
Type D:
LINK ONLY

13. FANTASTIC TOOLS
Mostly free, too!
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14. *NOW* comes the money
Invest in and amplify your wins!
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15. SPEND THAT PAPER
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BE A SCROOGE (AT FIRST)
INCREASE SPENDING AT KEY MOMENTS

16. WHEN TO DOUBLE DOWN
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CONSTANT MONITORING =
NEVER MISS AN OPPORTUNTY
ONCE PROVEN, DON’T BE
AFRAID TO BET BIG

17. SIDECAR: #MAKEMYHOLIDAY
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Facebook promoted posts ($230 spent)
– 37k impressions
– $0.82 COST PER ENGAGEMENT
Twitter ads ($444 spent)
– 60K Impressions
– $0.69 cost per engagement

18. DOGVACAY: HOST ACQUISITION ADS
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Highest conversion rates:
targeting other
community marketplaces

19. ThankS!
Questions?
Bring ‘em on.
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20. Get in touch:
@rachaelgking
or
rachaelgking@gmail.com
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