A/B Split Testing On Social Media

Summary: Throughout I will be explaining how A/B split testing is implemented on social media, its importance, and its role in increasing conversation.

Social Media Marketers Are Scientists!

It’s true social media marketers are constantly running different experiments to find the best way of converting consumers into customers and one of the most productive ways of doing this is by performing A/B split testing.

A/B Split Testing; What It Is And How It Works

Split testing is an experimental process that trials different variations against each other in order to find out what will make your audience react the way you want them to. In regards to social media, the winning combination will display:

The right image with the best copy, aimed at a specific target audience, at the perfect time.

It’s this combination that will prompt your audience to click, purchase and visit your webpage more than they did before.

In order to find that winning combination the idea is to keep one variable consistent while changing others. For example; to find the image that is most engaging for your consumers you would continually change this aspect of your campaign while keeping the copy and layout the same. Here is one example:

After discovering the image that generates the most conversation, the next step is to test varying copy while consistently using the most successful image throughout.

Once gaining an understanding of the visual combination that best appeals to consumers, it’s important to discover what target audiences are most responsive to the overall campaign. Then with that data you can test which day of the week and at what times your target audience best engage in conversation.

This is something worth experimenting with when posting daily quotes, as there might be a larger response when posting on #MotivationMonday:

E-Complish #MotivationMonday

As opposed to posting on #WisdomWednesday:

E-Complish #WisdomWednesday

The Importance And Advantages Of Split Testing

• A/B split testing is an important, straightforward process that allows you to validate business ideas before fully deploying them, ultimately saving a company from making expensive, and difficult to change, technical investments.
• It allows you to determine your most profitable market and the best way of engaging them in conversation.
• Defining what elements within you campaign your target markets respond to most positively, providing an insight as to what will work best in the future, saving marketers both time and money.
• It is useful in low-data rate test, if your landing page has only a few conversations per day; it’s an advanced tuning method.
• Ease of test design variations could create new and unexpected vision paths.
• Ease of analysis means you only have to compare the baseline version of each challenger to see if you’ve reached your desired statistical confidence level.

Remember

With new markets occurring all the time A/B testing becomes a never-ending experiment as it is a marketer’s job to continually improve and look for the best way of communicating the brand message and encourage conversation.

Links:
http://www.bluefountainmedia.com/blog/how-to-implement-ab-testing-on-social-media/
http://www.emarketingandcommerce.com/article/advantages-and-disadvantages-ab-split-testing-landing-pages/1
https://www.optimizely.com/resources/multivariate-test-vs-ab-test

The Strategy Behind EE – Kevin Bacon

‘BufferFace’ Campaign

Summary: Throughout this post I will be highlighting the campaigns insight, emotional triggers and EE’s desired consumer response.

Kevin Bacon has yet again stared in the latest multi-million pound advertising campaign from EE. The commercial takes a look at the preventions of ‘BufferFace’.

Insight

Spencer McHugh, director of brand at EE, said: “Whether you’re trying to download a funny video, or are in serious need of a map route, lack of connectivity is a real frustration for smartphone users.

Emotional Trigger

The campaign developed by creative agency; Saatchi & Saatchi London, has finally changed the way technology companies are targeting their audience. The commercial shows actor Kevin Bacon tutting at the ‘BufferFace’ look he observes so many people around him wearing. ‘BufferFace’ is that blank, confused stare we all make the moment our phones stop loading. In short, ‘BufferFace’ is rarely flattering and Bacon is calling all consumers to discard it. ‘BufferFace’ is a comical insight that makes the brand relatable and trusted as EE show they have understand of their audience as really people, a contrast to most mobile networks that overpower their target market with endless amount of information. The campaign is appealing to a wider audience; however early adopter; technological leaders who want to know more about the ‘Super fast coverage’ are unlikely to buy into the very brief explanation about the networks real benefits.

Desired Response

EE’s campaign is all about gaining customer loyalty and increasing sales. Spencer McHugh states: “With our superfast 4G coverage reaching more than 75 per cent of the UK population, 4G on EE removes the hassle of wasted loading time, so you can drop your ‘BufferFace’ and get on with your day.” Although it’s very clear from the campaign that the brand want you to drop your ‘BufferFace’ it’s less clear to viewers that EE can help you achieve this. The lack of information personally leaves me hazy, I remember that the commercial is selling 4G however forget why EE is better than other networks, and although I find the commercial memorable, due to the comical emotional trigger making it relatable, I struggle to remember that the brand behind the ‘BufferFace’ is EE at all. I find it hard to believe that from this campaign EE will gain a substantial amount of custom, with most consumers staying loyal to their current network due to ease and the case of most offering similar services, it takes a noticeable technological improvements for consumers to consider moving to a new network as most of the time it’s a lengthy, complicated process. Unfortunately the brands use of an outdated actor that has an extremely annoying persona distracts the consumer from the true proposition; EE understand smartphone consumers don’t like waiting for downloads, EE leads in super fast 4G, buy into the brands network you’ll see results in every aspect of your life, no waiting around and no awkward facial expressions!

Related:
http://www.marketingmagazine.co.uk/article/1165761/ee-kevin-bacon-fails-champion-ee-4g
http://www.telegraph.co.uk/culture/film/10421556/We-really-need-to-talk-about-Kevins-television-commercials.html
http://creativity-online.com/work/ee-kevin-bacon-battles-bufferface/37502

The Strategy Behind LG

‘Stage Fright – So Real It’s Scary 2’ Campaign

Summary: Within this post I’ll be exploring LG’s campaign proposition, attached emotional triggers and desired consumer response to their product.

With a prankster reputation to up hold after their ‘Falling Elevator – so real it’s scary’ campaign, LG Electronics and ad agency SuperHeroes, Amsterdam, didn’t fail to amuse when launching their sequel video; ‘Stage Fright – so real it’s scary 2’.

Insight

According to Cream Inspiring Innovation: ‘The LG IPS monitor is a product that has been carefully created by experts to ensure the images are clear and the colour changes smooth, this means that watching television or playing games can be enjoyed without any strain on the eyes. The idea behind the IPS monitor is that it offers viewers a colour impression identical to that of the original image for an advanced viewing pleasure. The insight behind the campaign was to find a way that best showed off the new technology and raised awareness about the product.’

Proposition And Emotional Triggers

The campaign directly targeted their desired audience, by using emotional triggers linked to male performance. Although unbeknownst to them at the time LG propositioned its market to discovering just how real images on a LG IPS monitor are; by showcasing its products own exceptional performance qualities by playing a comical, practical joke on the male audience involved.

Rumour has it that a lot of men have issues in the little boys’ room when someone is watching them, so to test this theory LG installed its IPS 21:9 UltraWide monitors above a row of urinals in a public bathroom located in the World Fashion Centre in Amsterdam. As unsuspecting gentlemen attempt to relieve themselves, LG’s monitors displayed faces of beautiful women, causing several men to experience ‘performance issues’ as they genuinely believed they were being observed. By putting the theory of stage fright to the test the brand shows it has an insight and understanding of men, one of its key markets, highlighting they know their audience needs, making them relatable and trusted while demonstrating their innovative lifelike picture quality produced by LG’s IPS display technology.

Understanding

LG has an exceptional understanding when advertising its products, instead of telling its audience what its technology can do; it presents them with first hand experience of it quality. Displaying the product as something to be received both physically and emotionally which helps assure the audience of all the product benefits.

Related:

http://creamglobal.vizioz.net/case-studies/campaign-of-the-week/17798/30881/lg-so-real-it%27s-scary/

http://www.simplyzesty.com/Blog/Article/April-2013/LG-Test-Out-RealistIc-Screens-With-Stage-Fright-Test