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Amplifying Timely Content
The Growth Of Social Media Users & Content
Number of Users in 2007: 464,437,000

Number of Users in 2012: 1,430,000,000*
                          Social Media Users Worldwide
                                              1,430,000,000




                         464,437,000




                       2007                 2012

ComScore: http://bit.ly/Ix1cBm
Search Engine Watch: http://bit.ly/Jl0B7H             *Estimated
Leveraging the Social Media Ecosystem
Leveraging the Social Media Ecosystem
Leveraging the Social Media Ecosystem
Is The Source
• Monthly active users now total 901 million (up
  from 680 million a year ago).
• Daily active users are up to 526 million (up from
  372 million last year).
• Monthly mobile users now total 488 million.
• 300 million photos are uploaded to the site each
  day.
• 3.2 billion Likes and Comments are posted daily.
• 125 billion friendships are forged per day.
EdgeRank Algorithm – Relevancy Calculation

• Affinity: User relationship

• Weight: Type of object (Photo, Video, Link)

• Time Decay: The older the content, the lower
  the score
• Post Photos and Videos: Posts including a photo album, a
  picture or a video generate about 180%, 120%, and 100% more engagement than
  the average post, respectively.*


• Be Seasonable and Timely: Posts mentioning Independence
  Day on July 4th generated about 90% more engagement than all posts published
  on that day.*


• Use Bold Visuals In Ads: Top performing ads feature close-up
  images and a single color that stands out.
Leveraging the Social Media Ecosystem
Leveraging the Social Media Ecosystem
Leveraging the Social Media Ecosystem
1. Larger Reach (organic post only reach 13-16% of
   PAGE FANS)
2. Upgraded Insights
3. Low Cost Conversions and Impressions (If done
   properly)




              88.4%
                          $.30 Per Fan
            Conversion
               Rate
• Post photos and videos that are compelling,
  seasonal and relevant

• Offer Facebook Fans exclusivity and develop
  content that is interactive yet simple to
  comprehend
• Allocate advertising budget to Facebook to
  amplify social marketing efforts
Leveraging the Social Media Ecosystem
Users 2007: 340,000 - 2,000 new users per day

Users 2012: 465,000,000 (100,000,000
active) – 1,000,000 Accounts added
every day
44% Follow                         69% follow       31% follow
because it was                     because it was   because of
suggested by                       suggested by     promotions
Twitter                            friends


Mediabistro http://bit.ly/I6Vme8
Leveraging the Social Media Ecosystem
Leveraging the Social Media Ecosystem
Leveraging the Social Media Ecosystem
Facts:

Only 1.63% of all retweets happen
in the second hour

Only 0.94% in the third hour

97% of all replies happen within the
first hour.
Leveraging the Social Media Ecosystem
Leveraging the Social Media Ecosystem
Leveraging the Social Media Ecosystem
Leveraging the Social Media Ecosystem
Leveraging the Social Media Ecosystem
Leveraging the Social Media Ecosystem
Leveraging the Social Media Ecosystem
Leveraging the Social Media Ecosystem
Leveraging the Social Media Ecosystem
• Find a unused content launch date
  – Days to Avoid: major sporting
    events, holidays, entertainment award shows, popular
    TV show premiers, popular movie premiers, Tuesdays
    (DVD, Book, Music releases) & Fridays (Movie
    Premiers)
• Create tweets using topical and relevant hashtags
  and measurable hyperlinks
  – 7 days of tweets at 23 per day (161 planned tweets)
• Identify appropriate time zones for largest
  audience
• Do not redundantly repost (auto removes from
• Allocate advertising budget to promote your
  tweets for 7 days
• Allocate budget to promote your profile to follow
• Analyze results via link analytics, hashtag usage
  and follower growth for both Advertising and
  Organic efforts
• Your Goals Should be:
  –   Follower Increase
  –   Increased Click-Throughs
  –   Hashtag Usage
  –   Trending Topic (regional and globally)
Key Takeaways for Twitter Campaigns
  1. Stop wasting time and resources on pure
     organic trend creation
  2. Amplify positive brand and trending
     conversations
  3. Strategically use Twitter advertising to save
     time and resources while increasing your
     odds to trend

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Leveraging the Social Media Ecosystem

  • 2. The Growth Of Social Media Users & Content Number of Users in 2007: 464,437,000 Number of Users in 2012: 1,430,000,000* Social Media Users Worldwide 1,430,000,000 464,437,000 2007 2012 ComScore: http://bit.ly/Ix1cBm Search Engine Watch: http://bit.ly/Jl0B7H *Estimated
  • 7. • Monthly active users now total 901 million (up from 680 million a year ago). • Daily active users are up to 526 million (up from 372 million last year). • Monthly mobile users now total 488 million. • 300 million photos are uploaded to the site each day. • 3.2 billion Likes and Comments are posted daily. • 125 billion friendships are forged per day.
  • 8. EdgeRank Algorithm – Relevancy Calculation • Affinity: User relationship • Weight: Type of object (Photo, Video, Link) • Time Decay: The older the content, the lower the score
  • 9. • Post Photos and Videos: Posts including a photo album, a picture or a video generate about 180%, 120%, and 100% more engagement than the average post, respectively.* • Be Seasonable and Timely: Posts mentioning Independence Day on July 4th generated about 90% more engagement than all posts published on that day.* • Use Bold Visuals In Ads: Top performing ads feature close-up images and a single color that stands out.
  • 13. 1. Larger Reach (organic post only reach 13-16% of PAGE FANS) 2. Upgraded Insights 3. Low Cost Conversions and Impressions (If done properly) 88.4% $.30 Per Fan Conversion Rate
  • 14. • Post photos and videos that are compelling, seasonal and relevant • Offer Facebook Fans exclusivity and develop content that is interactive yet simple to comprehend • Allocate advertising budget to Facebook to amplify social marketing efforts
  • 16. Users 2007: 340,000 - 2,000 new users per day Users 2012: 465,000,000 (100,000,000 active) – 1,000,000 Accounts added every day 44% Follow 69% follow 31% follow because it was because it was because of suggested by suggested by promotions Twitter friends Mediabistro http://bit.ly/I6Vme8
  • 20. Facts: Only 1.63% of all retweets happen in the second hour Only 0.94% in the third hour 97% of all replies happen within the first hour.
  • 30. • Find a unused content launch date – Days to Avoid: major sporting events, holidays, entertainment award shows, popular TV show premiers, popular movie premiers, Tuesdays (DVD, Book, Music releases) & Fridays (Movie Premiers) • Create tweets using topical and relevant hashtags and measurable hyperlinks – 7 days of tweets at 23 per day (161 planned tweets) • Identify appropriate time zones for largest audience • Do not redundantly repost (auto removes from
  • 31. • Allocate advertising budget to promote your tweets for 7 days • Allocate budget to promote your profile to follow • Analyze results via link analytics, hashtag usage and follower growth for both Advertising and Organic efforts • Your Goals Should be: – Follower Increase – Increased Click-Throughs – Hashtag Usage – Trending Topic (regional and globally)
  • 32. Key Takeaways for Twitter Campaigns 1. Stop wasting time and resources on pure organic trend creation 2. Amplify positive brand and trending conversations 3. Strategically use Twitter advertising to save time and resources while increasing your odds to trend