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#socialtiming Presented by Jay Baer & Eric Boggs October 27, 2011

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#socialtiming

Presented by Jay Baer & Eric Boggs

October 27, 2011

#socialtiming

Who are these people talking to me?

Jay Baer

@jaybaer

convinceandconvert.com

Eric Boggs

@ericboggs

argylesocial.com

#socialtiming

Details

• Jay will lead Q/A at the end of the call.

• Tag your tweets/questions with #socialtiming.

• We’re recording this shin dig.

• We’ll send an email follow up to everyone.

• Eric is @ericboggs.

• Jay is @jaybaer.

#socialtiming

- The NOW Revolution: 7 Shifts to Make Your Business Faster, Smarter, & More Social- ConvinceandConvert.com

- How Far Should You Open the Kimono?

The NOW Revolution:7 Shifts to Make Your Business Faster, Smarter, & More Social

convinceandconvert.com

How Far Should You Open the Kimono?

#socialtiming

15-SECOND COMMERCIAL:

ERIC

Sign up at ar.gy/oninfluence

ON INFLUENCEOnline influence matters. Or does it? How do you measure what may or may not matter?

Thursday, Nov 10, 3pm EST

#socialtiming

Why does timing matter?Can timing help you cut through the noise?

Ken Bloch Photography

#socialtiming

DIVING INTO THE DATA

#socialtiming

Data SourceA slice of aggregate, anonymous Argyle user data.

• December 2010 through September 2011

• 250k+ posts, 5M+ clicks

• 500+ organizations

– All industries, all sizes

– Human-categorized into B2B and B2C

• Networks: Twitter and Facebook only

#socialtiming

Our ApproachReal statistics. Not just averages.

• In every category we look at two things:

– Posts: content published to FB or TW.

– Engagement: clicks per post per follower

– Ignored: likes, comments, retweets, conversions

• All results statistically validated.

– We normalized time zones.

– We conducted experiments.

– We ignored LOTS of flimsy “insights”.

#socialtiming

• Your business probably isn’t average.

The correct answer to most timing questions is usually “It depends.”

• Make sure to calculate the pay-off.

1% lift is earth shattering for some, meaningless for others…

• Hang around until the end.

We’ll help you put this stuff into practice.

DisclosureYour mileage may vary.

#socialtiming

WHEN DO MARKETERS

POST?

Question #1:

#socialtiming

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Post Volume By Day of Week

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Weekday Post Volume by Hour

Post TimingB2B

#socialtiming

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Post Volume by Day of Week

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Weekday Post Volume by Hour

Post TimingB2C

#socialtiming

B2C

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Post Volume by Day of Week

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Weekday Post Volume by Hour

Marketers overwhelmingly post when

they’re at work.

#socialtiming

ARE THERE SPECIFIC TIMING

CHARACTERISTICS FOR B2B?

Question #2:

#socialtiming

Weekday vs WeekendB2B

Do weekdays or weekends produce higher levels of engagement for B2B

marketers?

-50%

-40%

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Weekday Weekend

En

ga

ge

me

nt R

ate

Va

ria

nce

% o

f B

ran

d P

osts

Facebook

Posts Engagement

-50%

-40%

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Weekday Weekend

En

ga

ge

me

nt R

ate

Va

ria

nce

% o

f B

ran

d P

osts

Twitter

Posts Engagement

Significant!

#socialtiming

-50%

-40%

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

4am-9am 9am-7pm 7pm-4am

En

ga

ge

me

nt R

ate

Va

ria

nce

% o

f B

ran

d P

osts

Facebook

Posts Engagement

-50%

-40%

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

4am-9am 9am-7pm 7pm-4am

En

ga

ge

me

nt R

ate

Va

ria

nce

% o

f B

ran

d P

osts

Twitter

Posts Engagement

Time of DayB2B, Weekdays

What portion of the day produces higher levels of engagement for B2B marketers

on weekdays?

Significant! Significant!

#socialtiming

Day of the WeekB2B, Weekdays, Workday

What day of the week produces higher levels of engagement for B2B marketers

during the work day?

-50%

-40%

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

0%

5%

10%

15%

20%

25%

30%

35%

40%

M T W Th F

En

ga

ge

me

nt R

ate

Va

ria

nce

% o

f B

ran

d P

osts

Facebook

Posts Engagement

-50%

-40%

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

0%

5%

10%

15%

20%

25%

30%

35%

40%

M T W Th F

En

ga

ge

me

nt R

ate

Va

ria

nce

% o

f B

ran

d P

osts

Twitter

Posts Engagement

#socialtiming

Some More Theories Tested…B2B, Weekdays, Workdays

If I post in the first five minutes of

an hour, do I get better

engagement?

If I post during the last five minutes of

an hour, do I get better engagement?

Are there meaningful differences in

engagement levels when you break

down hours into ten-minute segments?

As if.

Nuh-uh.

Nope.

#socialtiming

B2B Timing Lessons

• Our data shows no meaningful timing

considerations for B2B marketers on

Facebook.

• B2B marketers on Twitter achieve better

results on weekdays during the work day.

• There is no “right day” or “right minute” to

post.

#socialtiming

DOES TIMING DIFFER FOR

B2C?

Question #3:

#socialtiming

Weekend vs. WeekdayB2C

Do weekends or weekdays produce higher levels of engagement for B2C

marketers?

-50%

-40%

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Weekday Weekend

En

ga

ge

me

nt R

ate

Va

ria

nce

% o

f B

ran

d P

osts

Facebook

Posts Engagement

-50%

-40%

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Weekday Weekend

En

ga

ge

me

nt R

ate

Va

ria

nce

% o

f B

ran

d P

osts

Twitter

Posts Engagement

Significant!

#socialtiming

0%

20%

40%

60%

80%

100%

120%

140%

160%

180%

200%

Weekday Weekend

Facebook

Posts Engagement

Weekend vs. WeekdayB2C

27%

0%

20%

40%

60%

80%

100%

120%

140%

160%

180%

200%

Weekday Weekend

Twitter

Posts Engagement

B2C marketers on Facebook get better

engagement on weekends.

#socialtiming

-50%

-40%

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

4am-9am 9am-7pm 7pm-4am

En

ga

ge

me

nt R

ate

Va

ria

nce

% o

f B

ran

d P

osts

Facebook

Posts Engagement

-50%

-40%

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

4am-9am 9am-7pm 7pm-4am

En

ga

ge

me

nt R

ate

Va

ria

nce

% o

f B

ran

d P

osts

Twitter

Posts Engagement

Time of DayB2C, Weekends

What portion of the day produces higher levels of engagement for B2C marketers

on weekends?

Significant!

#socialtiming

0%

20%

40%

60%

80%

100%

120%

140%

160%

180%

200%

Evening Morning Workday

Facebook

Posts Engagement

Time of DayB2B, Weekends

27%

What portion of the day produces higher levels of engagement for B2C marketers

on weekends?

0%

20%

40%

60%

80%

100%

120%

140%

160%

180%

200%

Evening Morning Workday

Twitter

Posts Engagement

27%

B2C marketers on Facebook get very

poor engagement on weekend

mornings.

#socialtiming

-50%

-40%

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Saturday Sunday

En

ga

ge

me

nt R

ate

Va

ria

nce

% o

f B

ran

d P

osts

Facebook

Posts Engagement

Saturday vs SundayB2C, Weekends

Does Saturday or Sunday produce higher levels of engagement for B2C

marketers?

Significant!

-50%

-40%

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Saturday Sunday

En

ga

ge

me

nt R

ate

Va

ria

nce

% o

f B

ran

d P

osts

Twitter

Posts Engagement

#socialtiming

-50%

-40%

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Saturday Sunday

En

ga

ge

me

nt R

ate

Va

ria

nce

% o

f B

ran

d P

osts

Facebook

Posts Engagement

Saturday vs SundayB2C, Weekends

Does Saturday or Sunday produce higher levels of engagement for B2C

marketers?

Significant!

-50%

-40%

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Saturday Sunday

En

ga

ge

me

nt R

ate

Va

ria

nce

% o

f B

ran

d P

osts

Twitter

Posts Engagement

B2C marketers get bumps on Sunday

vs Saturday, especially on Facebook.

#socialtiming

B2B:• Our data shows no timing

considerations for

Facebook.

• B2B marketers on Twitter

achieve better results on

weekdays during the

work day.

Summary of ConclusionsRules of thumb you can put to work immediately

B2C:• Weekends significantly

outperform weekdays on

Facebook.

• Weekend afternoons and

evenings outperform

weekend

mornings, especially

Sundays.

#socialtiming

SOCIAL TIMING SCIENCE

Practicing:

#socialtiming

First, the Wrong WayTaking a random walk…

#socialtiming

• Average people worry about averages:– Avg (48, 52, 49, 51) = 50– Avg (0, 100, 125, -75) = 50

• Changing variables changes the story:– If you’re testing time, you should only change time– Changing multiple variables invalidates the test

• The best time to tweet is 5pm…– Not really. Your business is different.– Be wary of rules of thumb.

More About the Wrong Way…Numbers lie, variables matter, aggregates don’t matter

#socialtiming

The Right WayUse the Scientific Method!

• Start with a hypothesis

“I think that I will get more lift by scheduling my morning

posts at 8am instead of 10am.”

• Design and execute experiment

“If I tweet similar content at 8am and 10am everyday for 2

weeks, I’ll have enough data to know.”

• Analyze and conclude

“Hmmm! The data tells me that my hypothesis is correct!”

(…or not)

#socialtiming

You can pull this off with…

PLANNING

• …and a link tracker, a scheduler, and Excel.

• …or a tool like (ahem!) Argyle to helps with campaign organization.

#socialtiming

Share our infographic!

Available at ar.gy/socialtiming

#socialtiming

Questions & Answers & Thank You!

Sign up at ar.gy/oninfluence

ON INFLUENCEOnline influence matters. Or does it? How do you measure what may or may not matter?

Thursday, Nov 10, 3pm EST

Tom WebsterVP, MarketingEdison Research