Applying Science to Social Media by Afif Khoury

Applying Science to Social Media

2016 Home Design Digital Marketing Summit

About Me / The Scientist

Total Science Nerd

• Contributor to the Human Genome Project

• Published in Journal of Cell Biology

- Degrees in Neuroscience & Physi-ology

- Genetics Research on Cholesterol Degradation

- Discovered & Cloned AK23

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 invest-ments in last 6 years

, Software Entrepreneur and Venture Capital

• High Tech M&A Attorney

What’s The Common Thread

Data…

…collection and analysis of data to deliver targeted results is what science is built on

Data is Used in Dozens of Major Applications

1. Targeting Customers2. Optimizing Business Processes3. Personal Quantification4. Improving Healthcare5. Security6. Financial Trading

So, anywhere that we can gather data, we can help make better decisions,

including social media

• “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…

Social Media Has Data…

Facebook posts every minute

… 12 Billion Data points per hour

2.4 million

80+ data points for each post

So Let’s Look At What The Data Is Telling Us…

Data-Driven Tipsfor a Better Social Media

Based on >2.5million Data Points

1. WHAT Should I Post?

The TYPE of post you publish affects your en-gagement

2. WHEN Should I Post?

Weekends and evenings are quiet…

…so you may actually be heard

3. How Often Should I Engage?Forget about being a part of the

conversation… just create GREAT CONTENT

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

5. Where Do I Place My Links?

6. How Do I Drive More Shares?

Certain words drive more Shares

7. How Do I Get More Comments?

Certain types of questions drive more Com-ments

Tweet 120 - 130 characters

8. What Is The Ideal Message Length?

Facebook post <100 or >350

Tweet a Lot of Links… 80% or more of your posts

9. How Do I Get More Followers?

9b. How Do I Get More Followers?

Call yourself an ‘Expert’

‘Please ReTweet’ gets 4x more ReTweets

10. How Do I Get More Retweets?

Just Ask…

What does the data tell us about so-cial

media for home design?

Home Design Specific Data

Net

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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

Tips n’ Tricks to Getting the Most Out of Your Posts

Design Specific Data

1. Embedded links get more reach than bit.ly’s or other shortened links



2. Décor, Recipe & DIY posts are the best for getting Likes and

Shares

*Seasonal recipes do better!



3. Appetizers and snack

recipes get >2X engagement than

entrée recipes



4. Localized content gets

nearly 2X more Comments and Shares

Than non-localized



5. More clicks from features & amenities!

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

Comments4. Ask a question to get more Comments

COMMENTS are the most powerful social signal

Over 7x more impactful than a ‘Like’

Let’s Get Social

THANK YOU!

Afif KhouryCEO, SOCi, Inc.

[email protected]

@meetsocifacebook.com/meetsoci