digital atlanta 2013 - social media moneyball
DESCRIPTION
Social media marketing is filled with folklore of what to post, when to post, and how to post, but completely decoupled from goals. What if there were a better way, rooted in facts, goals, real actionable tactics to be effective today and to keep your strategies fresh in the future?TRANSCRIPT
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Social Media MoneyBall:Smarter Content,Smarter Strategy,
Better Results
Rob KischukFounder, Badgy
@rkischuk
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Social Media Cat Syndrome
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Where’s the Action?
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Massive Success with 2 Types of Post
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Rhythm of County Outfitter
• 2-3 Posts on non-contest days
• 4-5 posts on contest days
• ALWAYS include a link
• → They love arrows
•Only photo posts
• Why? What can we learn?
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“Likes” establish the base
opportunity for future
interaction
Affinity Step 1: Likes
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Weight - Content Type
Photo Posts - Maximize Engagement & Clicks
Text Posts - Maximize Reach
Link Posts - Historically Terrible
Video Posts - Good with Good Content
“Share A Post” - Awful, don’t do it
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Weight - Engagement
Shares
Comments
Likes
Clicks
“Unread” Posts
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Posts typically lose traction within 3 hours of posting
Decay: Fresh Content Wins
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App Notifications for Re-engagement
20-35% Clickthrough
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Open Graph Actions
Free Fan Acquisition
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How Often to Post?
Depends on Audience and Content
Some suggested frameworks:
Net Likes: New Likes/Follows - Unlikes/Follows
Unlike per fan reached in a week
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