social timing insights
DESCRIPTION
Understanding the science behind timing and its impact on social media marketing performance. Featuring Jay Baer from Convince & Convert and Eric Boggs from Argyle Social.TRANSCRIPT
#socialtiming
Presented by Jay Baer & Eric Boggs
October 27, 2011
#socialtiming
Who are these people talking to me?
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
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Why does timing matter?Can timing help you cut through the noise?
Ken Bloch Photography
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DIVING INTO THE DATA
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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”.
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• 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.
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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.
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ARE THERE SPECIFIC TIMING CHARACTERISTICS FOR B2B?
Question #2:
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Weekday vs WeekendB2B
Do weekdays or weekends produce higher levels of engagement for B2B marketers?
Weekday Weekend0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
Posts Engagement
% o
f Bra
nd
Po
sts
En
ga
ge
me
nt R
ate
Va
ria
nce
Weekday Weekend0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
Posts Engagement
% o
f Bra
nd
Po
sts
En
ga
ge
me
nt R
ate
Va
ria
nce
Significant!
#socialtiming
4am-9am 9am-7pm 7pm-4am0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
Posts Engagement
% o
f Bra
nd
Po
sts
En
ga
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me
nt R
ate
Va
ria
nce
4am-9am 9am-7pm 7pm-4am0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
Posts Engagement
% o
f Bra
nd
Po
sts
En
ga
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me
nt R
ate
Va
ria
nce
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?
M T W Th F0%
5%
10%
15%
20%
25%
30%
35%
40%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
Posts Engagement
% o
f Bra
nd
Po
sts
En
ga
ge
me
nt R
ate
Va
ria
nce
M T W Th F0%
5%
10%
15%
20%
25%
30%
35%
40%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
Posts Engagement
% o
f Bra
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Po
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En
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ate
Va
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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.
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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.
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DOES TIMING DIFFER FOR B2C?
Question #3:
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Weekend vs. WeekdayB2C
Do weekends or weekdays produce higher levels of engagement for B2C marketers?
Weekday Weekend0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
Posts Engagement
% o
f Bra
nd
Po
sts
En
ga
ge
me
nt R
ate
Va
ria
nce
Weekday Weekend0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
Posts Engagement
% o
f Bra
nd
Po
sts
En
ga
ge
me
nt R
ate
Va
ria
nce
Significant!
#socialtiming
Weekday Weekend0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
200%
Posts Engagement
Weekend vs. WeekdayB2C
27%
Weekday Weekend0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
200%
Posts Engagement
B2C marketers on Facebook get better engagement on weekends.
#socialtiming
4am-9am 9am-7pm 7pm-4am0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
Posts Engagement
% o
f Bra
nd
Po
sts
En
ga
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me
nt R
ate
Va
ria
nce
4am-9am 9am-7pm 7pm-4am0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
Posts Engagement
% o
f Bra
nd
Po
sts
En
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me
nt R
ate
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nce
Time of DayB2C, Weekends
What portion of the day produces higher levels of engagement for B2C marketers on weekends?
Significant!
#socialtiming
Evening Morning Workday0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
200%
Posts Engagement
Time of DayB2B, Weekends
27%
What portion of the day produces higher levels of engagement for B2C marketers on weekends?
Evening Morning Workday0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
200%
Posts Engagement
27%
B2C marketers on Facebook get very poor engagement on weekend
mornings.
#socialtiming
Saturday Sunday0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
Posts Engagement
% o
f Bra
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En
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nt R
ate
Va
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nce
Saturday vs SundayB2C, Weekends
Does Saturday or Sunday produce higher levels of engagement for B2C marketers?
Significant!
Saturday Sunday0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
Posts Engagement
% o
f Bra
nd
Po
sts
En
ga
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me
nt R
ate
Va
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nce
#socialtiming
Saturday Sunday0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
Posts Engagement
% o
f Bra
nd
Po
sts
En
ga
ge
me
nt R
ate
Va
ria
nce
Saturday vs SundayB2C, Weekends
Does Saturday or Sunday produce higher levels of engagement for B2C marketers?
Significant!
Saturday Sunday0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
Posts Engagement
% o
f Bra
nd
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En
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nt R
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Va
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nce
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.
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SOCIAL TIMING SCIENCEPracticing:
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First, the Wrong WayTaking a random walk…
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• 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
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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)
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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.
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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