I attended an online marketing webinar on Tuesday called “The Science of Timing: When to Do Anything” featuring Dan Zarrella, Social Media Scientist for HubSpot.

As a current HubSpot client with HSM and the lead person involved in working with their tools, I can vouch for the fact that the folks at HubSpot know what they are talking about.

For anyone interested in picking some of these strategies up, I also personally recommend their Inbound Marketing University program.

Anyway, returning to today’s webinar, there were over 23K registered participants (pretty massive for a webinar) and given that Dan provided a Twitter Hashtag #TimeSci – there was just as much action going on inside the webinar as outside in the Twittersphere.

The focus of the session was to present the results of a large body of research conducted by Dan on the effects of timing different marketing actions and their impact on the measurable results (open rates, clickthroughs, shares, etc.)

Should you wish to see the slides presented, here is a link to the presentation:

http://www.slideshare.net/HubSpot/the-science-of-timing

The premise of the presentation is that improving the performance of marketing actions many times consists of “Contra-Competitive Timing.”

The essence of Contra-Competitive Timing is to execute your marketing actions at times which will not compete with as many other similar actions from your competition. ie. You do not want to send out your marketing campaign, post your blogs or Tweets at the same time as your competitors.

Some interesting elements I took away from today’s presentation include the following:

On Twitter:

  • To get the most Retweets, send your Tweets later in the day, from 1pm all the way to 2am.
  • Best results from Tweeting comes from Tweeting around 22-25 times a day.

On Facebook:

  • On Facebook pages, posting status updates once every 2 days provides the most likes and least unsubscribes.
  • Sharing on Facebook is most effective on Saturday, followed by Sunday.

On Email:

  • 80% of people have only 1 email for both personal & business, not 2 separate accounts.
  • Social/eMail marketing communications should be on a 7 day week schedule – highest open and click rate for email communications takes place on weekends and in the morning.
  • Only downside of sending emails on weekends – it also increases the number of SPAM complaints. (Makes sense as the field is not as crowded with other business related emails)
  • Sending out more emails per month does not have an increased impact on the unsubscribe rate. (Note from personal experience: People who opt out from your list are doing you a favor as they are not interested… Trust me, you don’t need them lowering your list performance and you’d much rather they unsubscribe than mark you as SPAM or permanently ignore your emails.)

The webinar was filled with valuable information and with such a massive audience Tweeting under the hashtag #TimeSci, it felt like a huge party (complete with DJ mixed On Hold music [download the playlist here] and a Twitter After-Party.)

Overall, Dan and the folks at HubSpot delivered a great event and I feel that attending was definitely time well-invested.

What do you think about this “Science of Timing”?

Do you agree with Dan’s observations?




 

Music video by Quietdrive performing Time After Time. (C) 2006 SONY BMG MUSIC ENTERTAINMENT
 
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