#socialtiming Presented by Jay Baer & Eric Boggs October 27, 2011
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#socialtiming
Presented by Jay Baer & Eric Boggs
October 27, 2011
#socialtiming
Who are these people talking to me?
Jay Baer
@jaybaer
convinceandconvert.com
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
#socialtiming
Why does timing matter?Can timing help you cut through the noise?
Ken Bloch Photography
#socialtiming
DIVING INTO THE DATA
#socialtiming
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”.
#socialtiming
• 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.
#socialtiming
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.
#socialtiming
ARE THERE SPECIFIC TIMING
CHARACTERISTICS FOR B2B?
Question #2:
#socialtiming
Weekday vs WeekendB2B
Do weekdays or weekends produce higher levels of engagement for B2B
marketers?
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Weekday Weekend
En
ga
ge
me
nt R
ate
Va
ria
nce
% o
f B
ran
d P
osts
Posts Engagement
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Weekday Weekend
En
ga
ge
me
nt R
ate
Va
ria
nce
% o
f B
ran
d P
osts
Posts Engagement
Significant!
#socialtiming
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
4am-9am 9am-7pm 7pm-4am
En
ga
ge
me
nt R
ate
Va
ria
nce
% o
f B
ran
d P
osts
Posts Engagement
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
4am-9am 9am-7pm 7pm-4am
En
ga
ge
me
nt R
ate
Va
ria
nce
% o
f B
ran
d P
osts
Posts Engagement
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?
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
0%
5%
10%
15%
20%
25%
30%
35%
40%
M T W Th F
En
ga
ge
me
nt R
ate
Va
ria
nce
% o
f B
ran
d P
osts
Posts Engagement
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
0%
5%
10%
15%
20%
25%
30%
35%
40%
M T W Th F
En
ga
ge
me
nt R
ate
Va
ria
nce
% o
f B
ran
d P
osts
Posts Engagement
#socialtiming
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.
#socialtiming
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.
#socialtiming
DOES TIMING DIFFER FOR
B2C?
Question #3:
#socialtiming
Weekend vs. WeekdayB2C
Do weekends or weekdays produce higher levels of engagement for B2C
marketers?
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Weekday Weekend
En
ga
ge
me
nt R
ate
Va
ria
nce
% o
f B
ran
d P
osts
Posts Engagement
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Weekday Weekend
En
ga
ge
me
nt R
ate
Va
ria
nce
% o
f B
ran
d P
osts
Posts Engagement
Significant!
#socialtiming
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
200%
Weekday Weekend
Posts Engagement
Weekend vs. WeekdayB2C
27%
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
200%
Weekday Weekend
Posts Engagement
B2C marketers on Facebook get better
engagement on weekends.
#socialtiming
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
4am-9am 9am-7pm 7pm-4am
En
ga
ge
me
nt R
ate
Va
ria
nce
% o
f B
ran
d P
osts
Posts Engagement
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
4am-9am 9am-7pm 7pm-4am
En
ga
ge
me
nt R
ate
Va
ria
nce
% o
f B
ran
d P
osts
Posts Engagement
Time of DayB2C, Weekends
What portion of the day produces higher levels of engagement for B2C marketers
on weekends?
Significant!
#socialtiming
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
200%
Evening Morning Workday
Posts Engagement
Time of DayB2B, Weekends
27%
What portion of the day produces higher levels of engagement for B2C marketers
on weekends?
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
200%
Evening Morning Workday
Posts Engagement
27%
B2C marketers on Facebook get very
poor engagement on weekend
mornings.
#socialtiming
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Saturday Sunday
En
ga
ge
me
nt R
ate
Va
ria
nce
% o
f B
ran
d P
osts
Posts Engagement
Saturday vs SundayB2C, Weekends
Does Saturday or Sunday produce higher levels of engagement for B2C
marketers?
Significant!
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Saturday Sunday
En
ga
ge
me
nt R
ate
Va
ria
nce
% o
f B
ran
d P
osts
Posts Engagement
#socialtiming
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Saturday Sunday
En
ga
ge
me
nt R
ate
Va
ria
nce
% o
f B
ran
d P
osts
Posts Engagement
Saturday vs SundayB2C, Weekends
Does Saturday or Sunday produce higher levels of engagement for B2C
marketers?
Significant!
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Saturday Sunday
En
ga
ge
me
nt R
ate
Va
ria
nce
% o
f B
ran
d P
osts
Posts Engagement
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.
#socialtiming
SOCIAL TIMING SCIENCE
Practicing:
#socialtiming
First, the Wrong WayTaking a random walk…
#socialtiming
• 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
#socialtiming
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)
#socialtiming
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.
#socialtiming
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
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