Argyle Social is on a mission to help marketers drive meaningful business outcomes through social media marketing. Learn about our view of the world and some research we've done into effective social media strategies.
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Data driven social and argyle slideshare
1. Data Driven Social Media
Marketing
Adam Covati
CTO, Founder
@covati
@argylesocial
2. What does Argyle do?
Argyle Social is a Social Media Marketing
Dashboard that combines:
• Social publishing
• Customer engagement
• Social analytics
@argylesocial
3. Why?
• We come from marketing backgrounds
• We saw how social was being treated
• We knew people could do better
@argylesocial
4. We’re on a mission…
Argyle Social is on a mission to help
marketers drive meaningful business
outcomes through social media marketing.
• Founded in Dec 2009
• Based in Downtown Durham, NC
• Over $1.5 million in total funding
@argylesocial
5. Social is difficult to measure because…
Two Types of Marketing Channels
Intent Generating channels:
Build awareness, interest, desire
Intent Harvesting channels:
Call to Action (Purchase, Form, etc)
Two Types of Conversion Tracking
Multi-touch tracking attributes
revenue to all of the channels on their
path through the funnel.
Last-touch tracking attributes all of the
revenue to the last channel prior to sale.
@argylesocial
6. You (Probably) Under-Report Social
• Day 0: Person follows your Co on Twitter.
• Day 0 – 30: Person clicks, socializes, etc.
• Day 30: Person makes buying decision,
Googles your Co, clicks an ad, converts.
• You chalk up a conversion to Google.
• Your social media team gets the shaft.
@argylesocial
7. For example…
Google Analytics shows 178 social
media “assisted conversions” for
a time period…
…but we tracked over 1,100 socially
Influenced conversions for the same
chunk of time.
@argylesocial
8. For example…
Google Analytics shows 178 social
media “assisted conversions” for
this time period…
Scenario 1: Social Media gets scrutinized.
Scenario 2: Social Media is the hero.
…but we tracked over 1,300 socially
Influenced conversions for the same
chunk of time.
@argylesocial
9. How do I measure my success?*
*How can Argyle help me measure my success?
Key Metrics
Clicks and click analysis
Interactions and interpretation
Conversions and the bottom line
@argylesocial
10. Save Time and Stay Organized
Schedule content
ahead of time and
add posts to
ongoing campaigns
with a click of a
button.
@argylesocial
11. Increase Workflow Efficiency
Take away the Excel
editorial calendars
and submit content
for approval straight
from Argyle.
Assign specific posts
to people for
response
@argylesocial
12. Engage More Effectively
The latest Argyle
release is Tweetdeck
for Business.
All the functionality
of Tweetdeck
wrapped up with
Argyle’s advanced
analytics.
@argylesocial
13. Engage More Effectively
The latest Argyle
release is Tweetdeck
for Business.
Can you assign posts
in Tweetdeck?
@argylesocial
14. Avoid Social Media Blunders
Create email
notifications for
immediate response.
Make sure the right
people are responding
to the right messages.
Manually assign posts
to team members for
any posts that slip
through the cracks.
@argylesocial
16. Increase Social Conversions
Goal reports from Argyle show non-social and social
conversions
This slide deck includes sample charts from
Argyle Social reports.
@argylesocial
17. Decrease Scrutiny of Social
Do you know which posts are the most effective in driving
interactions and revenue?
Charts like this one show
you on a post-by-post basis
which content is most
effective.
@argylesocial
18. Improve Evaluation of Social Media
How do you know which campaigns are most effective?
@argylesocial
19. Organize your team
Publish compelling content
Drive customer engagement
Measure and optimize your results
Grow your business
@argylesocial
20. Conversions Tracking
• Social Media Marketing = Marketing
• Marketing = Driven By Outcomes
• If A=B & B=C, then A=C.
@argylesocial
21. Some Insights we’ve gained
• Aggregated and anonymous
• December 2010 through May 2011
• 70k+ posts
• 381 organizations; all industries, all sizes
@argylesocial
22. Definitions
• Post: a single piece of content published via
Argyle Social.
• Click: a redirection from an Argyle short URL,
published via Argyle Social.
• Conversion: direct or indirect completion of
an Argyle Goal as a result of a click on a post
published via Argyle Social.
@argylesocial
27. Insight #3
Hashtag Stuffing Doesn’t Work
How Effective are Posts with Relative Performance of Hashtag vs Non-
Hashtags? Hashtag Posts
25
# of Twiter Accounts
20
26%
15
53%
21% 10
5
Posts with Hashtags Underperform 0
-70% -30% 10% 50% 90%
No Significant Difference
Posts with Hashtags Outperform Performance Increase (Decrease) of Posts with Hashtags
@argylesocial
28. Insight #3
Hashtag Stuffing Doesn’t Work
How Effective are Posts with Relative Performance of Hashtag vs Non-
Hashtags? Hashtag Posts
25
# of Twiter Accounts
Don’t target content to hashtags.
20
26%
15
Target hashtags to content when relevant.
53%
21% 10
5
Posts with Hashtags Underperform 0
-70% -30% 10% 50% 90%
No Significant Difference
Posts with Hashtags Outperform Performance Increase (Decrease) of Posts with Hashtags
@argylesocial
30. Insight #4
Curating Drives Clicks…Creating Drives Conversions
Clicks Per Post Click To Conversion Post Conversion Rate
Promoters Promoters Promoters
Over-curating is ineffective.
Balanced Balanced Balanced
Over-promoting isn’t as ineffective
Curators
as you might think.
Curators Curators
0 20 40 60 0.0% 1.0% 2.0% 3.0% 0.0% 50.0% 100.0% 150.0%
Sample
Breakdown
@argylesocial
31. Thanks!
Adam Covati @covati
http://argylesocial.com
@argylesocial
Notes de l'éditeur
It happens in real-time.It involves massive amounts of content.…It happens at the tippy-top of the funnel.It isn’t a direct ‘Call To Action’ channel.
quickly explains the data source for the next few slides.
explain context of the data.suggest the action: use a service to automate posts via RSS. (Note: most RSS posts publish immediately, are not scheduled. Might need to delineate in the next slide.) if possible, schedule homegrown content to post multiple times. consider publishing content from other RSS feeds, can filter by tag or category.
explain context of the data.suggest the action: use a service to automate posts via RSS. (Note: most RSS posts publish immediately, are not scheduled. Might need to delineate in the next slide.) if possible, schedule homegrown content to post multiple times. consider publishing content from other RSS feeds, can filter by tag or category.
explain the graph.explain the takeaways:Timeliness premium when it comes to transactions. The further into the future Argyle users scheduled posts, the less influence the posts had on revenue.Suggests a few things:- Marketers aren’t scheduling posts with a strong call-to-action- Followers are less responsive to “planned” content.- Time-sensitive call-to-action is compelling
explain the graph.explain the takeaways:Timeliness premium when it comes to transactions. The further into the future Argyle users scheduled posts, the less influence the posts had on revenue.Suggests a few things:- Marketers aren’t scheduling posts with a strong call-to-action- Followers are less responsive to “planned” content.- Time-sensitive call-to-action is compelling
commentary:Data suggests that posts with hashtags rarely outperform posts without hashtags.Scenarios that work:- Moderately sized, well-targeted conferences – SocialFresh…not SXSW- Charitable causes- Highly engaged groups and chatsScenarios that don’t work:- Huge conferences- Generic tags- Trending topic spamRemember that your followers are your primary source of attention.
commentary:Data suggests that posts with hashtags rarely outperform posts without hashtags.Scenarios that work:- Moderately sized, well-targeted conferences – SocialFresh…not SXSW- Charitable causes- Highly engaged groups and chatsScenarios that don’t work:- Huge conferences- Generic tags- Trending topic spamRemember that your followers are your primary source of attention.