48
By Jennifer Sable Lopez Director of Community at Moz @jennita The Ins & Outs of Testing Social

The Ins & Outs of Testing Social + Lots of Tools

Embed Size (px)

DESCRIPTION

Given at #BrightonSEO, this presentation covers many tools and ways to test your social media efforts.

Citation preview

Page 1: The Ins & Outs of Testing Social + Lots of Tools

By Jennifer Sable Lopez!Director of Community at Moz!

@jennita!

The Ins & Outs of Testing Social

Page 2: The Ins & Outs of Testing Social + Lots of Tools

Testing Social is Hard

Page 3: The Ins & Outs of Testing Social + Lots of Tools

Everyone Wants the Easy Answer

Page 4: The Ins & Outs of Testing Social + Lots of Tools

Don’t stop here.

Page 5: The Ins & Outs of Testing Social + Lots of Tools

Don’t stop here.

Page 6: The Ins & Outs of Testing Social + Lots of Tools

For Best Results?

Use Your Own Data.

Page 7: The Ins & Outs of Testing Social + Lots of Tools

What’s the best time of day to

_____?

Page 8: The Ins & Outs of Testing Social + Lots of Tools

@jennita #BrightonSEO!

Send a Tweet?

Tweet #1!Tweet #2!

Page 9: The Ins & Outs of Testing Social + Lots of Tools

@jennita #BrightonSEO!

When are you active?

Tweet #1!

Tweet #2!

Page 10: The Ins & Outs of Testing Social + Lots of Tools

@jennita #BrightonSEO!

You can also use Twitter Analytics

Page 11: The Ins & Outs of Testing Social + Lots of Tools

@jennita #BrightonSEO!

Post to Facebook?

“The average number of your fans who saw any posts on Facebook by day of the week.”!

Page 12: The Ins & Outs of Testing Social + Lots of Tools

@jennita #BrightonSEO!

A wee bit more helpful?

Page 13: The Ins & Outs of Testing Social + Lots of Tools

Notice a trend?!

Try PageLever Now

Page 14: The Ins & Outs of Testing Social + Lots of Tools

@jennita #BrightonSEO!

Or SimplyMeasured

Page 15: The Ins & Outs of Testing Social + Lots of Tools

@jennita #BrightonSEO!

Publish a Blog Post?

Publishing time 2-3am Pacific!

Page 16: The Ins & Outs of Testing Social + Lots of Tools

@jennita #BrightonSEO!

Test a Different Time

Publishing time ~Midnight Pacific!

Page 17: The Ins & Outs of Testing Social + Lots of Tools

@jennita #BrightonSEO!

When do you get the most clicks?

Page 18: The Ins & Outs of Testing Social + Lots of Tools

What content gets the

best engagement?

Page 19: The Ins & Outs of Testing Social + Lots of Tools

@jennita #BrightonSEO!

On Facebook – Using Insights

Page 20: The Ins & Outs of Testing Social + Lots of Tools

@jennita #BrightonSEO!

In May 2013… We weren’t paying attention

We were posting more links…!

But our photos had better engagement!!

Page 21: The Ins & Outs of Testing Social + Lots of Tools

@jennita #BrightonSEO!

How about today? Four months later

Well, we post more photos!!

Plus we started adding just text posts !

Page 22: The Ins & Outs of Testing Social + Lots of Tools

@jennita #BrightonSEO!

And Twitter?

What gets retweeted?!

Page 23: The Ins & Outs of Testing Social + Lots of Tools

Content w/ the most reach!

Page 24: The Ins & Outs of Testing Social + Lots of Tools

@jennita #BrightonSEO!

Well hello, Google+

Page 25: The Ins & Outs of Testing Social + Lots of Tools

@jennita #BrightonSEO!

Well hello, Google+

Google+ posts with most engagement!

Page 26: The Ins & Outs of Testing Social + Lots of Tools

Try some of your own tests

Page 27: The Ins & Outs of Testing Social + Lots of Tools

@jennita #BrightonSEO!

Using Location to “A/B” Test FB Posts

We picked 2 cities with similar number of fans + in same time zone.!

Page 28: The Ins & Outs of Testing Social + Lots of Tools

@jennita #BrightonSEO!

We picked the cities

And we made sure they had similar engagement on our page!

Page 29: The Ins & Outs of Testing Social + Lots of Tools

@jennita #BrightonSEO!

2 Cities > Same Content > Image vs. Link We posted at the exact same time. !

Page 30: The Ins & Outs of Testing Social + Lots of Tools

@jennita #BrightonSEO!

Text won? We should test more!

671 saw post!2 shares!5 likes!

347 saw post!0 shares!1 like!

Link Post!

Image Post!

Page 31: The Ins & Outs of Testing Social + Lots of Tools

Who are *my* influencers?

Page 32: The Ins & Outs of Testing Social + Lots of Tools

@jennita #BrightonSEO!

Google Ripples

Page 33: The Ins & Outs of Testing Social + Lots of Tools

@jennita #BrightonSEO!

TrueSocialMetrics

Page 34: The Ins & Outs of Testing Social + Lots of Tools

@jennita #BrightonSEO!

SocialEngage

Page 35: The Ins & Outs of Testing Social + Lots of Tools

How can the negatives help?

Page 36: The Ins & Outs of Testing Social + Lots of Tools

Followerwonk

Page 37: The Ins & Outs of Testing Social + Lots of Tools

Spammers or real people?

Page 38: The Ins & Outs of Testing Social + Lots of Tools

@jennita #BrightonSEO!

Facebook Unlikes?

What happened here?!

Page 39: The Ins & Outs of Testing Social + Lots of Tools

@jennita #BrightonSEO!

Too many posts?

Page 40: The Ins & Outs of Testing Social + Lots of Tools

Not Much to Start With?

Use a Study as a Base

Page 41: The Ins & Outs of Testing Social + Lots of Tools

@jennita #BrightonSEO!

Page 42: The Ins & Outs of Testing Social + Lots of Tools

@jennita #BrightonSEO!

This is definitely more like Moz Community

But, what works for YOU?

Page 43: The Ins & Outs of Testing Social + Lots of Tools

@jennita #BrightonSEO!

http://blog.bufferapp.com/best-time-to-tweet-post-to-facebook-send-emails-publish-blogposts

A Good Place to Start

Page 44: The Ins & Outs of Testing Social + Lots of Tools

Test. Figure out what works,

and then test again.

Page 45: The Ins & Outs of Testing Social + Lots of Tools

Make Social work for you.

Page 46: The Ins & Outs of Testing Social + Lots of Tools

Jennifer Sable Lopez !Director of Community at Moz!

@[email protected]!

Thank You

Page 47: The Ins & Outs of Testing Social + Lots of Tools

Free/Freemium Tools Mentioned Bitly https://bitly.com/

Buffer https://bufferapp.com/

Facebook https://www.facebook.com/insights/

FollowerWonk https://followerwonk.com/

Simply Measured http://simplymeasured.com/

TrueSocialMetrics http://www.truesocialmetrics.com/

Twitter https://ads.twitter.com/

Page 48: The Ins & Outs of Testing Social + Lots of Tools

Paid Tools Mentioned SocialEngage http://www.exacttarget.com/products/social-media-marketing

SproutSocial http://sproutsocial.com/

Unified (aka PageLever) http://www.unifiedsocial.com/platform/insights/