social fresh west 2014: how to test everything in social, and where to put your money
TRANSCRIPT
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How To Test
EVERYTHING In Social…
And Where To Put Your $$$Money$$$
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RACHAEL KING Head of Communications,
DogVacay
@rachaelgking
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SPENDING = SCARY But it doesn’t have to be...
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Social is actually a science
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WHAT to test?
TIME OF DAY LENGTH OF POSTS
TYPES OF POSTS
TARGETING
DIFFERENT VERSIONS
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LENGTH OF POSTS
USE EXISTING DATA TO FORMULATE SMART TESTS… (VIA BUFFER.COM)
100 characters
40 characters
60 characters
SHORT & SWEET (WITH LOTS OF
HASHTAGS)
TESTING METHODOLOGY
A/B TEST EV-ER-Y-THING
1. 2. 3. 4.
LEAN STARTUP METHOD
SURVEYS & FEEDBACK
QUANTITATIVE & QUALITATIVE
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IT’S ALL ABOUT THE GOAL
Track twice, report once!
Sign ups ENGAGEMENT USER
ACQUISITION
FAN GROWTH
User-Generated content SALES
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MEASUREMENT FRAMEWORK
Choose a focus
Check in often
Report W/M/Q Debrief
1. 2.
3. 4.
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4 WEEK PLAN: TIME OF DAY
Content Type B @ 7am
Content Type B @ 9am
Content Type B @ 11am
Content Type B @ 12Pm
Content Type A @ 10am
Content Type A @ 12Pm
Content Type A @ 2Pm
Content Type A @ 4Pm
Content Type A @ 7AM
Content Type A @ 9am
Content Type A @ 11am
Content Type A @ 12pm
Content Type B @ 10am
Content Type B @ 12pm
Content Type B @ 2pm
Content Type B @ 4pm
Content Type D @ 7am
Content Type D @ 9am
Content Type D @ 11am
Content Type D @ 12Pm
Content Type D @ 10AM
Content Type D @ 12pm
Content Type D @ 2pm
Content Type D @ 4pm
Content Type C @ 8AM
Content Type C @ 12pm
Content Type C @ 8am
Content Type C @ 12pm
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4 WEEK PLAN: A/B Test
Content Type A:
QUESTION
Content Type a:
QUESTION
Content Type A:
STATEMENT
Content Type A:
STATEMENT
Content Type B:
CTA FIRST
Content Type B:
CTA FIRST
Content Type B:
CTA LAST
Content Type B:
CTA LAST
Content Type C:
w/ IMAGE
Content Type c:
W/o IMAGE
Content Type C:
w/ IMAGE
Content Type c:
W/o IMAGE
Content Type A: CTA 1
Content Type a: CTA 2
Content Type A: CTA 1
Content Type a: CTA 2
Content Type B: VOTE
Content Type B:
“LIKE THIS”
Content Type B: VOTE
Content Type B:
“LIKE THIS”
Content Type C: OPINION
Content Type c: YES/NO
Content Type C: OPINION
Content Type c: YES/NO
Content Type D:
LINK + PIC
Content Type D:
LINK ONLY
Content Type D:
LINK + PIC
Content Type D:
LINK ONLY
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FANTASTIC TOOLS Mostly free, too!
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*NOW* comes the money
Invest in and amplify your wins!
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SPEND THAT PAPER
BE A SCROOGE (AT FIRST)
INCREASE SPENDING AT KEY MOMENTS
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WHEN TO DOUBLE DOWN
CONSTANT MONITORING = NEVER MISS AN OPPORTUNTY
ONCE PROVEN, DON’T BE AFRAID TO BET BIG
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Facebook promoted posts ($230 spent) – 37k impressions – $0.82 COST PER ENGAGEMENT
Twitter ads ($444 spent) – 60K Impressions – $0.69 cost per engagement
SIDECAR: #MAKEMYHOLIDAY
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DOGVACAY: HOST ACQUISITION ADS
Highest conversion rates: targeting other
community marketplaces
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Questions? Bring ‘em on.
ThankS!
