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Effect on CTR Tweet later in the day. I found that tweets posted in the afternoon hours had higher CTRs than twees posted in the morning. 1.5% 1.0% 0.5% 0% –0.5% –1.0% –1.5% –2.0% –2.5% Twitter 73 12 am 1 am 2 am 3 am 4 am 5 am 6 am 7 am 8 am 9 am 10 am 11 am 12 pm 1 pm 2 pm 3 pm 4 pm 5 pm 6 pm 7 pm 8 pm 9 pm 10 pm 11 pm Figure 4.23 Relationship between Time of Tweet and CTR I also looked at the hour of data and its relationship to CTRs and found a pattern familiar if you think back to my data on retweeting and time of day. Tweets posted later in the day—afternoon Eastern time— tended to have higher CTRs than tweets posted early in the morning (Figure 4.23 ). As with all timing data, be careful to test and experiment with these fi ndings, as your audience may behave differently than the average of a very large data set. And when I looked at day of the week and its relationship to CTR, I found something surprising. Tweets that were posted toward the end of the week got more clicks than those posted on Monday through Wednesday (Figure 4.24 ). But it wasn ’t just Thursday and Friday that performed well; Saturday and Sunday also both have high CTRs. I follow thousands of accounts on Twitter. My Twitter stream is very active during the business day Monday through Friday. On the weekends, it moves much slower, and what content does come
74 Channels 0.2% 0% –0.2% –0.4% –0.6% Mon Tue Wed Thu Fri Sat Sun Figure 4.24 Effect of Day of the Week on CTR through is often about sports and other non-work-related topics. The few times something interesting about marketing does show up on a Saturday or Sunday, it gets more of my attention because there are fewer other things fi ghting for it. I call this contra-competitive timing, and we ’ll see examples of it throughout this book. Don ’t take these data to mean that you should tweet links only on the weekends. Instead, take it as an invitation to experiment with the weekends if you hadn ’t already been using them.
Page 1 and 2: SXSW ® 2013 Sampler Foreword by Je
Page 3 and 4: Contents Acknowledgements ix Introd
Page 5 and 6: 4 Twitter 53
Page 7 and 8: 56 Channels Percentage of Tweets Th
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Page 17 and 18: 66 Channels life, feel free to talk
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[ ] DISRUPTIVE TECHNOLOGY IS A CATA
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They include: Blockbuster Borders C
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Case Study: What’s the Worst That
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world—faster, more competitive, a
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No one can pinpoint where we exist
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xx INTRODUCTION
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To that end, we’ve engaged a tale
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Contents Foreword: The Benchmark of
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Introduction In my last corporate j
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Introduction xxvii day, I gain insi
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Introduction xxix from studying bas
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Introduction xxxi is happening in r
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Introduction xxxiii Part Three allo
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INTRODUCTION Properly organized and
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● Fortune 500 companies that are
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● How to evaluate results ● The
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In 2000, Goldcorp CEO Rob McEwen wa
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4 CROWDSTORM What LEGO discovered w
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6 CROWDSTORM While Coase is focused
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8 CROWDSTORM Finally, in business a
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10 CROWDSTORM then-candidate Barack
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12 CROWDSTORM together collaborativ
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14 CROWDSTORM In 2010, what was uni
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16 CROWDSTORM We have focused so fa
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18 Key Partners Key Activities Valu
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20 CROWDSTORM few of the success st
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viii CONTENTS Chapter 3 Take Stock
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x CONTENTS Chapter 29 Celebrate Suc
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xiv YOU CHOOSE THE PATH TO FOLLOW o
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xvi PREFACE it became that focusing
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Short On Time, But Still Crave Amaz
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Short On Time 3 If all these pages
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Why a Guide? 5 If it were as simple
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Why a Guide? 7 4. Taking the Road L
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How to Be a Passion Hit 33 Those wh
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How to Be a Passion Hit 35 Each of
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viii Contents The Direct Approach
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x Contents Recording and Distributi
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xviii Introduction and make good gr
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xx Introduction more informed decis
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xxii Introduction The next question
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4 The Art of Explanation Trevor had
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BETH KANTER KATIE DELAHAYE PAINE FO
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x SIX The Ladder of Engagement: How
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The Secret Sauce for Nonprofi ts Ne
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United States (HSUS), the nation
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without a measurement plan is a was
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An important part of MomsRising ’
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Theme 9: Measurement Is Valuable at
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I N T R O I INTRODUCTION A BRIEF HI
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C H A P T E R 04 EDITORIAL INFOGRAP
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C H A P T E R 08 WHAT MAKES A GOOD
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fig. 1.1-1.17 01 02 03 08 09 10 IMP
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I M P O R TA N C E A N D E F F I C
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vi Contents 13 How to Apologize to
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1 How One Man Changed a Billion-Dol
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How One Man Changed a Billion-Dolla
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Marketing Is a Verb 5 haven’t eve
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3 Companies Aren’t Awesome; Peopl
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Companies Aren’t Awesome; People
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Contents 1 Usually High Call Volume
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Contents vii 33 Hall of Shame 103 3
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2 The Book of Business UnAwesome do
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4 The Book of Business UnAwesome If
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3 Customers Don’t See Silos Being
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4 How to Flip Off Your Customers It
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10 The Book of Business UnAwesome T
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xii Contents The Toilet Business 31
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xiv Contents Hypnotizing Chickens 1
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xxviii Introduction: Likeability, R
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xxx Introduction: Likeability, Rogu
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xxxviii Introduction: Likeability,
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xl Introduction: Likeability, Rogue
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CONTENTS Foreword vii by Jeff Dachi
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FOREWORD Everything that can be soc
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Foreword ix commit to the path of s
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2 SOCIAL BUSINESS BY DESIGN future
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4 SOCIAL BUSINESS BY DESIGN moving
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viii Contents 9 Connected TVs: Blen
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x Preface screen” companion conte
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2 Introduction see Granny chase a k
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4 Introduction us to watch and expe
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6 Introduction share the programmin
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Contents Introduction 1 1 The Art o
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Introduction Though I’ve run a sm
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Introduction 3 Small businesspeople
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Introduction 5 the ads that refl ec
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Introduction 7 Consider any job or
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Introduction 9 You might say that,
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Introduction 11 of your customers c
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Contents Foreword by David Meerman
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Contents ix Off-Page SEO: The Power
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Contents xi Chapter 13. Picking and
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4 Inbound Marketing well. More rece
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6 Inbound Marketing Ten years ago,
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8 Inbound Marketing co-founder of F
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