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Tuesday, June 23, 2015

How You (and the network) Did Last Week - 6/23/15

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Winner of the Week: Do502!

Traffic is one thing you don't have to sacrifice on the solstice.
Now that we've made it past the longest day of the year, it seemed appropriate to send the longest edition of the Winner of the Week. But spend 2 minutes reading, and you'll get all the infoyou need on overhauling your traffic-driving content game.

First off, some stats on Do502's killer week:
  • With over 11K sessions, Louisville had their highest week of traffic since launch. Far and away their biggest traffic driver was their stellar How To Do Summer page.
  • Of their total traffic for the week, 27% of it (~5K pageviews) was to the summer content, making it nearly 3X their traffic to their homepage. And that's not even counting all the subsequent browsing after people land on the page and click into other pieces of content.
  • Of the total traffic coming to their summer content, 85% of that traffic was driven by Facebook.
So really, Do502's extraordinary traffic and subsequent Winner of the Week status can all be tracked back to this one post. That post got 42 shares organically, without a penny spent. How?
  1. Engaging copy that mentions specific value to the reader (Father's day ideas, free movies, local ice cream shops, etc.)
  2. Tagging of other FB pages with large audiences (like Flea Off Market and Iroquois) that are featured in the content, in hopes that they'll share.
  3. Custom eye-catching share image tailored to FB's dimensions
Of course, Do502 could've gone even further to edit the headline and auto-generated link description text (as highlighted in this product update). But all told, a pretty nice Facebook win.

Other metros had varying success sharing on Facebook. This is of course partially dependent on the metros' particular social audience, but can only be helped by sharing things correctly every single time.  
Summer guide shares in order of organic reach:
  • Do317: 5K reach (and 5K paid reach).  Buried the value prop in the link description text, instead of the main text, but great share image and good audience response.
  • Do615: 1.5K reach. Great detailing of value, but no tagged pages or changing of headline/link description text.
  • Do210: 1.1K reach. Brief detailing of value. Link text doesn't tell you much, and no tagged pages.
  • DoLA: 448 reach. Value buried in link text under an auto-generated title.
  • Do617:  441 reach. Shared as an image instead of as a linkshare. Makes it more difficult for a user to click through.
  • DoTheBay: 341 reach. Value buried in link text. No tagged pages.
  • Do214: 331 reach. Value buried in link text. No tagged pages.
These seem like small things, but in the case of Do502, they can make all the difference between an average week, and a winning week. You can't produce content and expect people to click out of their feed on good faith; use all of the tools at your disposal to entice them to leave the comfort of Facebook and discover your glorious content.

Spend some time brushing up on FB best practices, then click through to see your Facebook stats, your traffic stats, and everything in between in this week's updated KPI report:

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Tuesday, June 23, 2015

How You (and the network) Did Last Week - 6/23/15


Winner of the Week: Do502!

Traffic is one thing you don't have to sacrifice on the solstice.
Now that we've made it past the longest day of the year, it seemed appropriate to send the longest edition of the Winner of the Week. But spend 2 minutes reading, and you'll get all the infoyou need on overhauling your traffic-driving content game.

First off, some stats on Do502's killer week:
  • With over 11K sessions, Louisville had their highest week of traffic since launch. Far and away their biggest traffic driver was their stellar How To Do Summer page.
  • Of their total traffic for the week, 27% of it (~5K pageviews) was to the summer content, making it nearly 3X their traffic to their homepage. And that's not even counting all the subsequent browsing after people land on the page and click into other pieces of content.
  • Of the total traffic coming to their summer content, 85% of that traffic was driven by Facebook.
So really, Do502's extraordinary traffic and subsequent Winner of the Week status can all be tracked back to this one post. That post got 42 shares organically, without a penny spent. How?
  1. Engaging copy that mentions specific value to the reader (Father's day ideas, free movies, local ice cream shops, etc.)
  2. Tagging of other FB pages with large audiences (like Flea Off Market and Iroquois) that are featured in the content, in hopes that they'll share.
  3. Custom eye-catching share image tailored to FB's dimensions
Of course, Do502 could've gone even further to edit the headline and auto-generated link description text (as highlighted in this product update). But all told, a pretty nice Facebook win.

Other metros had varying success sharing on Facebook. This is of course partially dependent on the metros' particular social audience, but can only be helped by sharing things correctly every single time.  
Summer guide shares in order of organic reach:
  • Do317: 5K reach (and 5K paid reach).  Buried the value prop in the link description text, instead of the main text, but great share image and good audience response.
  • Do615: 1.5K reach. Great detailing of value, but no tagged pages or changing of headline/link description text.
  • Do210: 1.1K reach. Brief detailing of value. Link text doesn't tell you much, and no tagged pages.
  • DoLA: 448 reach. Value buried in link text under an auto-generated title.
  • Do617:  441 reach. Shared as an image instead of as a linkshare. Makes it more difficult for a user to click through.
  • DoTheBay: 341 reach. Value buried in link text. No tagged pages.
  • Do214: 331 reach. Value buried in link text. No tagged pages.
These seem like small things, but in the case of Do502, they can make all the difference between an average week, and a winning week. You can't produce content and expect people to click out of their feed on good faith; use all of the tools at your disposal to entice them to leave the comfort of Facebook and discover your glorious content.

Spend some time brushing up on FB best practices, then click through to see your Facebook stats, your traffic stats, and everything in between in this week's updated KPI report:
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