To best market your blog, you need to develop different types of messages & then test them in the

marketplace.
following are the steps you need to do.

Step Activity
1 Write the blog article
2 Publish it
3 Get a Bitly tracking link for it
4 Develop 4 Maslow messages
5 Develop A/B Split Test Schedule
6 Excute & check results daily
7 Learn what works
8 Use what works for this and
subsequent blogs
st them in the marketplace. This is a template to help you accomplish this task. The
ps you need to do.
File:Maslow's Hierarchy of Needs.svg
From Wikimedia Commons, the free media repository
eds.svg
Test Messages Safety
I want to avoid risk so appeal to my
Maslow Focus concerns about missing out or my need to
be safe.

Strategists, don't be left behind! Discover

how #brands embrace the latest #digital
Example 1 #trend: bit.ly/TjYP9E2 #marketing
@NUSocialMktg

#Digital #marketing is constantly changing.

Example 2 Discover how #brands embrace the latest
#digital #trend: bit.ly/TjYP9E2

Now you try it

Now you try it

Tips
Keep them short - remember you will be adding hashtags
Keep them consistent - Use 1-2 hashtags to find you
Don't go to influencers yet
 Belonging Esteem / Prestige
This Maslow level focuses on our desire to
Embrace my need to be a part of the group.
stand out from our peers or to have "inside
I want to know what my peers know
knowledge" that makes us special

Strategists are focusing their attention on Digital deotx is the newest trend in social
digital deotx Learn why at bit.ly/TjYP9E2 branding. Check it out at bit.ly/TjYP9E2
#marketing @NUSocialMktg #marketing #NUSocialIMC

#Businesses using #digital #detox are

#Digital #strategies are studying how
surging in the digital marketplace. Learn
#brands embrace #digital #trends. See how
why @ bit.ly/TjYP9E2 #management
@ bit.ly/TjYP9E2 #strategy #strategist
#strategy

ember you will be adding hashtags and influencer @handles when you ro
- Use 1-2 hashtags to find your primary market
yet
 Self-Actualization
This Maslow level focuses of achieving your
life goals. It is the highest level aspiration of
an individual

What's the new mantra for brand

strategists? Check out my post on NU Social
IMC's blog at bit.ly/TjYP9E2 #marketing
#NUSocialIMC!

Position your #organization for the #future.

See how #digital #detox helps @
bit.ly/TjYP9E2 #strategy #CEO #CFO
#strategist
 Test Messages Safety Belonging

I want to avoid risk so appeal to Embrace my need to be a part of

Maslow Focus my concerns about missing out the group. I want to know what
or my need to be safe. my peers know

Strategists, don't be left behind! Strategists are focusing their

Discover how #brands embrace
attention on digital deotx Learn
Example 1 the latest #digital #trend: why at bit.ly/TjYP9E2
bit.ly/TjYP9E2 #marketing
#marketing @NUSocialMktg
@NUSocialMktg

#Digital #marketing is constantly #Digital #strategies are studying

how #brands embrace #digital
changing. Discover how
Example 2 #brands embrace the latest
#trends. See how @
bit.ly/TjYP9E2 #strategy
#digital #trend: bit.ly/TjYP9E2 #strategist
Color Codes

Doing you’re A/B Split Test

You want to test each message by time period to find what works best overall
1 Monday and each cell corresponds to the type of message you will be testing
Set up a test of your 4 Maslow messages across 4 time periods - each 6 hours
2 We use all 24 hours because social is global.
You can copy the creative test copy into the cells. Use either message but I ge
3 then alternate them for the entire test.
Now that you have your schedule, open HootSuite and work day by day and se
4 to use. I load up an entire week but do it in whatever frequency you want to us
Each day, look at your bitly performance page by hour. You will see each hou
5 to your test message
Identify the winning messages. It will likely be just one of the Maslow levels.
6 minor. In an actual A/B test, we would be using sites with more people who w
Now, take the winners and craft messages for your social communities on Lin
7 use HootSuite to push out aggressively for the last 2 weeks before MOOC 5.

A/B Test Split Grid

Time Period Monday Tuesday
Morning 4 AM to 10 AM
Afternoon 10 AM to 4 PM
Evening 4 PM to 10 PM
Late Night 10 PM to 4 AM
 Esteem / Prestige Self-Actualization
This Maslow level focuses on This Maslow level focuses of
our desire to stand out from our
achieving your life goals. It is
peers or to have "inside the highest level aspiration of an
knowledge" that makes us
individual
special

Digital deotx is the newest trend What's the new mantra for
brand strategists? Check out my
in social branding. Check it out
at bit.ly/TjYP9E2 #marketing post on NU Social IMC's blog at
bit.ly/TjYP9E2 #marketing
#NUSocialIMC
#NUSocialIMC!

#Businesses using #digital Position your #organization for

#detox are surging in the digital
the #future. See how #digital
marketplace. Learn why @
#detox helps @ bit.ly/TjYP9E2
bit.ly/TjYP9E2 #management
#strategy #strategy #CEO #CFO #strategist

d what works best overall & by time period. Looking at the color table below, we start on a
ssage you will be testing each day part. We will be testing your message for 2 weeks
me periods - each 6 hours long. You can put your message on twitter any time in this time period.

se either message but I generally do message 1 on the first day, message 2 on the second and

nd work day by day and set up the messages to automatically transmit on the day/time you want
frequency you want to use
ur. You will see each hour's clicks. The ones happening between the messages can be attributed

ne of the Maslow levels. Remember, this is a small scale test so the differences will likely be
s with more people who would be explosed to your message
ocial communities on LinkedIn and Google+, your influencers & using your hashtags and really
weeks before MOOC 5.

Wednesday Thursday Friday

 Tip - Don't be afraid to do some minor
adjustments on your messages. If you see
one not working, try a little different message.
If you see one winning, do fine tuning like
Steffi discussed to see if a slight change in
wording will improve performance. Keep fine
tuning your best messages as you learn what
works!

Saturday Sunday Monday Tuesday

Wednesday Thursday Friday Saturday
Sunday
Maegan C. Paniewski
Article Bit.ly Link: http://bit.ly/TjYP9E2

Types of Promos
Social Media Channels Aspirations/ Self-Actualization Esteem/ Prestige

# of Promos # of Click-Thrus # of Promos

Twitter 3 1 1
LinkedIn 1 1 1
Facebook 2 0 1
TOTAL 6 2 3

Discussion of Results
After reviewing the above matrix, the greatest number of click-thru's I received by type of promotion and social med
appeal on Twitter to my audience's sense of security/fear of not being in the know (highlighted in yellow). I did, how
appeal three times. The total number of click-thru's I received were highest on Twitter and Facebook, tied at four eac
by type of promotion regardless of social media channel, the appeal to security/fear of not being in the know resulte
total clicks (five). Since I could not assign individual bit.ly links to each type of promotion and media channel, I waite
posts and then checked my bit.ly status to identify the corresponding number of clicks. I don't think my results are co
not have an equal number of posts per social media channel and I did not have an equal number of promotions acro
different times of the day and during different days of the week. I received the greatest number of clicks on posts ma
early afternoons, a finding that confirmed a belief I've held about people being less active on social media on weeken
material related to their industry or profession.

Types of Promos
Aspirations/ Self-Actualization Esteem/ Prestige

#digital, #blog, #strategy, #creative, #trendwatching, #leader, #insights

Hashtags #NUSocialIMC, #marketing, #CMO #NUSocialIMC, #blog, @VitaminIM

Screenshot
Aspirations/ Self-Actualization Esteem/ Prestige
LinkedIn Facebook
"What's the new mantra for brand strategists? Check out my post on NU
Social IMC's blog!" "Discover how brands are embracing the
deotx trend—check out my post on the NU
IMC blog!"
Bitly Stats Results:
 "Digital Detox" Blog Post Matrix
Types of Promos
Esteem/ Prestige Belonging Security

# of Click-Thrus # of Promos # of Click-Thrus # of Promos

0 1 0 3
0 1 0 2
2 1 2 2
2 3 2 7

of promotion and social media channel was the emotional

lighted in yellow). I did, however, promote this type of
nd Facebook, tied at four each. When looking at the results
not being in the know resulted in the highest number of
n and media channel, I waited six to eight hours between
don't think my results are conclusive, though, because I did
number of promotions across types. I also posted at
number of clicks on posts made on weekday mornings and
ve on social media on weekends, especially when reading

Types of Promos
Esteem/ Prestige Fear of Not Being in the Know/Security

dwatching, #leader, #insights, #brands, #digital, #trend, #consumertrends,

cialIMC, #blog, @VitaminIMC #blog, #marketing, #NUSocialIMC

Screenshots of Sample Promos by Type

Esteem/ Prestige Fear of Not Being in the Know/Security
Facebook Twitter
"Strategists, don't be left behind! Discover how #brands embrace the latest #digital #tr
w brands are embracing the digital #NUSocialIMC"
—check out my post on the NU Social
IMC blog!"
 Security TOTALS
TOTAL # of Promos per TOTAL # of Click-Thrus
# of Click-Thrus Channel per Channel
3 8 4
0 5 1
2 6 6
5 19 11

he Know/Security
er
race the latest #digital #trend: bit.ly/TjYP9E2 #marketing
lIMC"
Now that you know what works, roll out your campaign. Remember to use different hashtags &
influencers. If they retweet or like you, you will better reach your target market. Remember - ha

Remember - Always Test & Learn … The market will tell you how to best con

Log each time in your HootSuite and ke

Source Community Date / Time

Twitter

Twitter

Twitter

LinkedIn

LinkedIn

LinkedIn

LinkedIn Groups

LinkedIn Groups

LinkedIn Groups

Google+

Google+

Google+

Google+ Communities

Google+ Communities

Google+ Communities

Other

Other

Other
ign. Remember to use different hashtags & keywords to impact your target market. Also, be sure to mess
er reach your target market. Remember - have fun! Also, you won't break social so see what you can acco

n … The market will tell you how to best connect with them if you test messages and learn from your result

Log each time in your HootSuite and keep track of every message.

Message # of Promos
pact your target market. Also, be sure to message every one of your
ou won't break social so see what you can accomplish! GOOD LUCK!

f you test messages and learn from your results!

y message.

# of Click-Thrus