Social Media

A/B Test Social Media With ShareProgress

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1. SHAREPROGRESS TRAINING 2. WHY SHAREPROGRESS? 3. 4 FINDING NEW SUPPORTERS Go where your supporters are. 4. 5 “The Facebook Effect On the News,” The Atlantic,…
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  • 1. SHAREPROGRESS TRAINING
  • 2. WHY SHAREPROGRESS?
  • 3. 4 FINDING NEW SUPPORTERS Go where your supporters are.
  • 4. 5 “The Facebook Effect On the News,” The Atlantic, February 12, 2014. THE NEW HOMEPAGE
  • 5. 6 SECRET TO UPWORTHY’S GROWTH * They have full-time staff testing, tinkering and don’t exclusively do politics
  • 6. 7 HOW CAN SHAREPROGRESS HELP? Don’t worry about design • Take advantage of optimized and tested share pages • Theme your share page to match your action page Easy-to-use for organizers • Optimize your petitions for Facebook easily • Caught a typo? Change your social media headlines on the fly Be data smart without a math degree • A/B Test what headlines ACTUALLY work • Get access to analytics to find out when your stuff will get popular
  • 7. CASE STUDY CREDO ACTION PETITION: “STOP THE MONSANTO PROTECTION ACT”
  • 8. CASE STUDY CREDO ACTION PETITION: “STOP THE MONSANTO PROTECTION ACT”
  • 9. 10 OPTIMIZED SHARE PAGE CREDO used a share page designed by ShareProgress. In head-to-head tests, the ShareProgress page performed 50% better than the CREDO share page.
  • 10. OPTIMIZED SHARE LANGUAGE CREDO tested share language to convert more shares into viral visitors In one example, the tested share language performed 63% better Facebook Title Shares Driving Action / Total Shares Success Rate Improvement Monsanto shouldn’t be above the law 341/1041 32.8% (±2.9%) -- “One of the most outrageous special interest provisions in years” 322/962 33.5% (±3.0%) 2.2% Tell the Senate: Repeal the Monsanto Protection Act 458/972 47.1% (±3.1%) 43.8% Sign the Petition: Repeal the Monsanto Protection Act 555/1037 53.5% (±3.0%) 63.4%
  • 11. 12 RESULTS: MORE SUPPORTERS The average petition gets less than 2% of signatures from social sharing CREDO received 13% of signatures from social sharing or 24,000 new names from social sharing CREDO used optimized ShareProgress share pages and optimized their share language asks
  • 12. HOW TO SET UP AN A/B TEST IT’S EASY!
  • 13. 14 HOME PAGE
  • 14. 15 PASTE IN YOUR URL
  • 15. 16 ENTER AND TEST SHARE LANGUAGE
  • 16. 17 WE MAKE IT EASY TO A/B TEST SHARE LANGUAGE The average petition gets less than 2% of shares from social sharing CREDO received 13% or 24,000 new names from social sharing
  • 17. 18 SET UP A REDIRECT!
  • 18. 19 USE SHAREPROGRESS BUTTONS TO RUN TESTS ON SHARE LANGUAGE A/B test to find what share language brings back the most visitors/signups
  • 19. 20 AND EVALUATE THE BEST PERFORMING SHARE LANGUAGE IMMEDIATELY ShareProgress provides real-time analytics on metrics that matter: • how many shares are driving action, • your share language success rate, and • improvement from your new share language Not just number of shares and clicks on shares.
  • 20. 21 AND EVALUATE THE BEST PERFORMING SHARE LANGUAGE IMMEDIATELY ShareProgress detects the best performing version And dynamically moves future traffic to the best version until 99% confident your A/B test is statistically significant and not chance.
  • 21. BEYOND PETITIONS
  • 22. CASE STUDY CREDO ACTION PETITION: “STOP THE MONSANTO PROTECTION ACT”
  • 23. 24 SAME ANALYTICS BACKEND Real-time answers and traffic auto-routing to best performing version!
  • 24. WHAT TO TEST?
  • 25. 26 ALWAYS BE TESTING All organizations are different. Test to see what works for yours. Things to Test in Order of Impact • Facebook Title • Email Share Subject Lines • Facebook Image • Email Share Content • Twitter Share Text • Facebook Description
  • 26. 27 MAINTAIN A CULTURE OF TESTING Culture of testing – A commitment to measure the effectiveness of your choices and make decisions with data, not intuition • Come up with hypotheses and test them (Will people share more if…) • Run a test on every action (Even if it’s not on social) • Schedule check-ins on what you’ve learned from testing
  • 27. A/B TESTS WE’VE TRIED
  • 28. 29 POTENTIAL TESTS TO TRY: ON PETITIONS Try direct titles for petitions on Facebook In four different experiments on petitions, including “Sign the Petition” increased action rates by 20% or more
  • 29. 30 POTENTIAL TESTS TO TRY: ON CONTENT Going for clicks and not actions? Cultivate a curiosity gap Upworthy does this by creating 25 headlines for each piece of content and A/B testing the best ones.
  • 30. 31 POTENTIAL TESTS TO TRY: ON EMAIL SHARES Email shares come from your members, not your organization • Personal subject lines like “I signed this, now will you” performed at least 30% better than descriptive subject lines. • Shorter emails tend to perform better than longer ones.
  • 31. USE IT WITH YOUR CRM
  • 32. 33 TRACK ACTIONS FROM SOCIAL How can you find out how many folks are coming from Facebook? Source codes! http://act.yourorg.org/petition?source=fb
  • 33. 34 TRACK ACTIONS FROM SOCIAL How can you find out which folks came in through ShareProgress? Source codes!
  • 34. 35 TRACK ACTIONS FROM SOCIAL Go to Your Settings > Advanced Options
  • 35. 36 TRACK ACTIONS FROM SOCIAL 1. Change the source parameter to “source” 2. Pick your source codes Tip: Use codes like “fb_sp” to differentiate from other social programs
  • 36. 37 WHY? Smarter Segmenting. Track the giving rates of your social media supporters. Integrated analytics with your CRM.
  • 37. QUESTIONS? EMAIL KIMBERLY@ SHAREPROGRESS.ORG
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