digital atlanta 2013 - social media moneyball

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#DigATL @rkischuk Social Media MoneyBall: Smarter Content, Smarter Strategy, Better Results Rob Kischuk Founder, Badgy @rkischuk

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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?

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Page 1: Digital Atlanta 2013 - Social Media Moneyball

#DigATL @rkischuk

Social Media MoneyBall:Smarter Content,Smarter Strategy,

Better Results

Rob KischukFounder, Badgy

@rkischuk

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#DigATL @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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