This document provides guidance on testing social media strategies through A/B testing and measuring key metrics like engagement, user acquisition, and sales. It recommends testing at different times of day and with different content types, creative elements, and calls to action. Once effective strategies are identified through testing, the document suggests increasing spending on those strategies, especially at key moments, to acquire more users and drive more engagement and sales. Case studies on successful social media ad campaigns achieving low costs per engagement are also presented.

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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