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Presented November 16, 2011 at Social Media Plus

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@argylesocial@ericboggs@jthandy

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In God we trust. All others must bring data.

W. Edwards Deming

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In God we trust. All others must bring data.

W. Edwards DemingThere is no “data” confirming that Deming actually said this.

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“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, PrefaceHastie, Tibshirani, Friedmand

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“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, PrefaceHastie, Tibshirani, Friedmand

Beware rules of thumb. Data reveals the truth.

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A Delicious Slice of Argyle User Data

• Aggregated and anonymous• December 2010 through May 2011• 70k+ posts• 381 organizations; all industries, all sizes

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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.

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Conversions?

• Social Media Marketing = Marketing• Marketing = Driven By Outcomes

• If A=B & B=C, then A=C.

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Insight #1 RSS Automation Works

RSS Manual0

5

10

15

20

25

30

Clicks by Posting Method

Posting Method

Clic

ks

RSS Manual$0

$50

$100

$150

$200

$250

$300

Revenue by Posting Method

Posting MethodR

ev

en

ue

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Insight #1 RSS Automation Works

RSS Manual0

5

10

15

20

25

30

Clicks by Posting Method

Posting Method

Clic

ks

RSS Manual$0

$50

$100

$150

$200

$250

$300

Revenue by Posting Method

Posting MethodR

ev

en

ue

RSS automation is just as effective as posting manually.

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Insight #2 Scheduled Posts Generate Clicks, Not Conversions

<2min 2-30min 30min-3hrs

3-12hrs 12-24hrs

>24hrs $-

$50

$100

$150

$200

$250

$300

$350

$400

Timeliness vs. Influenced Revenue

Posting Delay

Infl

uen

ced

Rev

enu

e

Posted Immediately Scheduled for Later0

5

10

15

20

25

Timeliness vs. Traffic

Posting Timeframe

Cli

cks

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Insight #2 Scheduled Posts Generate Clicks, Not Conversions

<2min 2-30min 30min-3hrs

3-12hrs 12-24hrs

>24hrs $-

$50

$100

$150

$200

$250

$300

$350

$400

Timeliness vs. Influenced Revenue

Posting Delay

Infl

uen

ced

Rev

enu

e

Posted Immediately Scheduled for Later0

5

10

15

20

25

Timeliness vs. Traffic

Posting Timeframe

Cli

cks Scheduled posts drive traffic.

Timeliness drives conversions.

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Insight #3Hashtag Stuffing Doesn’t Work

52%

21%

26%

How Effective are Posts with Hashtags?

Posts with Hashtags UnderperformNo Significant DifferencePosts with Hashtags Outperform

-70%

-50%

-30%

-10% 10

%30

%50

%70

%90

%11

0%

0

5

10

15

20

25

Relative Performance of Hashtag vs Non-Hash-tag Posts

Performance Increase (Decrease) of Posts with Hashtags

# o

f T

wit

er

Ac

co

un

ts

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Insight #3Hashtag Stuffing Doesn’t Work

52%

21%

26%

How Effective are Posts with Hashtags?

Posts with Hashtags UnderperformNo Significant DifferencePosts with Hashtags Outperform

-70%

-50%

-30%

-10% 10

%30

%50

%70

%90

%11

0%

0

5

10

15

20

25

Relative Performance of Hashtag vs Non-Hash-tag Posts

Performance Increase (Decrease) of Posts with Hashtags

# o

f T

wit

er

Ac

co

un

tsDon’t target content to hashtags. Target hashtags to content when relevant.

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Balanced Curation Drives Conversions

Curators

Balanced

Promoters

0 10 20 30 40 50 60

Clicks Per Post

Curators

Balanced

Promoters

0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0%

Click To Conversion

Curators

Balanced

Promoters

0.0% 50.0% 100.0% 150.0%

Post Conversion Rate

Sample BreakdownPromoters: link to their own site more than 50% of the time.

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.

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Balanced Curation Drives Conversions

Curators

Balanced

Promoters

0 10 20 30 40 50 60

Clicks Per Post

Curators

Balanced

Promoters

0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0%

Click To Conversion

Curators

Balanced

Promoters

0.0% 50.0% 100.0% 150.0%

Post Conversion Rate

Sample BreakdownPromoters: link to their own site more than 50% of the time.

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.

Over-curating is ineffective. Over-promoting isn’t as

ineffective as you might think.

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Slides at ar.gy/socialmediaplus

Thank you very much.Eric Boggs@ericboggshttp://argylesocial.com

Do or do not. There is no try.

~Albus Dumbledore

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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.