Thread by @rebootdude

1/ An author interested in selling digital books/media, which social platform should you focus on?

What performance metrics should you track? How do you go about measuring them? A thread

@jehan_ara
@sanasaleem
@TheNestiO
@babushka99
@snajmi
@Sameerpeace
#authors #writing

2/ Recently introduced to @dvassallo + @david_perell
Both exceedingly generous and open with their advice and models.

I am based in Pakistan with a #desi network. I wondered if their models would work and scale on the other side of the planet.

3/ For my digital book pre-orders launch campaign this week I designed a simple experiment

Put up a @Bitly link for pre-orders.
Launched organic campaign posts on Facebook, Linkedin and Twitter at the same time.
Collated results at the end of 4 days.

Here is what I learnt

4/ If you just tracking reach or clicks, Facebook wins hands down.

But reach and clicks don't pay bills; conversions and orders do.

Which social network wins if you are interested in orders and conversions?

Especially if you are using an organic only model.

5/ @dvassallo has it right. And the model works on this side of the planet.

The short answer is @Twitter

It's the how that is interesting. I thought about relative metrics that I could use to track conversion performance across networks.

I tried four.

6/ Measure what matters.

Here are the metrics I tracked

One. Reach multiple.
Defined as impressions received over network footprint.
Footprint = connections, contacts, friends or followers (F&F)

Here is my social footprint.
FB = 14,000
LinkedIn = 10,000
Twitter = 2,654

7/ Measure quality.

Not all clicks are equal. Some are more equal than others.

Two. Network Clicks quality.
==> as orders / clicks received.
Three. Network Order Yield.
==> Orders / Network footprint
Four. Network Clicks Yield.
==> Clicks/ Network footprint

8/ What do you think the numbers look like for FB, Linkedin and Twitter?

I know I give the game away earlier, but how big is the difference between the three social platforms when it comes to converting organic traffic?

9/ Here are the results based on 4 days of data from the launch campaign so far

Twitter organic order conversion (orders/clicks) is roughly twice of FB.

Linkedin is 70% better when compared to FB.

Twitter is 20% better when compared with Linkedin

Twitter >> LinkedIn >> FB

10/ Twitter Reach Factor (organic impressions / size of network), metric number 2 is even more impressive.

With content that works, appeals, is organically shared across your network FB & Linkedin throttle reach to about half of your network footprint.

Twitter doesn't.

11/ Network Yield.

Metric three + four deal with orders and network yield.

Twitter is 5 times better than FB, 4 times better than Linkedin on order yield (orders/network footprint)

Twitter is 3 times better than both FB and Linkedin on click yield (clicks/network footprint)

12/ Qualifications

Only four days of data and orders by network are a few orders short of being statistically credible.

The total pool is credible. By weekend all segments should be credible as orders by network cross the statistical threshold.

The book. Founder Puzzles.

13/ Payment options

For my local friends. Only 2 payment options were offered for pre-orders. Payment by cards /payment through online bank transfers

Surprisingly split is 50% / 50%. I thought it would be more in favor of #IBFT than cards.

I was wrong. @Atyab @babushka99

14/ Order distribution

Despite smallest footprint, Twitter had the highest number of orders, followed by Linkedin, followed by FB.

Also more twitter orders came for multiple copies and gifts compared to LinkedIn and FB.

Twitter followers are more giving.

15/ The landing page for Founder Puzzles. Just in case you were interested.

The landing page sucked. Put together in a rush on Monday morning in zombie mood. But clocked in average conversion of 30%. Again a big surprise.

16/ Which social network should you sell your books on? How should you track performance? What metrics should you use?

A thread for #authors and #writers
@babushka99
@sanasaleem
@jehan_ara
@kayzafar
@Sameerpeace
@Huk06
@norbalm
@TheNestiO
@PalgraveFinance