GitLab Social Media at GitLab, 30 Apr 2021

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From YouTube: Organic Social: Features Campaign Results: 13.9 & 13.10

Description

Disclaimer: the Ad Equivalency reported on the slide is actually $183.88.

The Social Media Team created a social first campaign that highlights must know features of GitLab on a monthly basis. These are preliminary results. You can view the campaign epic here: https://bit.ly/3t829uU

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Hi there, my name is kristen sonberg, I'm a senior social marketing manager here at get lab, and today I'm going to quickly cover the first round of results of the new features campaign. This results recording includes the get lab, 13.9 and 13.10 released features.

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Though this campaign has only been running for two months, we still wanted to dive into the metrics and see how it was performing. This is a new campaign to our organic social strategy, and what makes it unique is that it has our community in mind.

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We let go of some typical social media practices so that we can connect with our followers on a more personal level. So we scrap the catchy copy. We don't always ensure there's a clickable social card either, because in many instances of this campaign we are able to quickly show a visual of a feature with just a simple screen. Grab clicks to engagements are almost one to one and clicks actually slightly outperform engagements.

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This is a strong measure of success, because the majority of posts don't actually pull a clickable social card. The assets provided in the release are added as attachments, which means folks are clicking directly on the url that is provided within the text of the post.

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There is a social standard to typically always provide a clickable card when you can so I was pleasantly surprised to see the top performing posts all have that same asset press url format.

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This goes to show our audience responds to the visuals of the corresponding feature and that they opt to interact with a feature that excites them.

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Measuring engagement rate is a good way to determine if your content is performing well with your audience. That said, our engagement rate average for the feature campaign posts is, above all engagement rate benchmarks at 2.4 percent.

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Our top performing post alone saw a 6.1 percent engagement rate.

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I truly think this campaign resonates with our audience because it is matter of fact gritty and provides a valuable update that makes devops life well easier.

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So that's everything that I have for you today we'll be doing a more thorough report. Once this campaign has a few more releases to share.