Social media conversion cim ipswich bootcamp 15 nov12
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Transcript of Social media conversion cim ipswich bootcamp 15 nov12
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@paulhill_biz [email protected]
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THE FORBIDDEN TOPIC OF
SOCIAL MEDIA CONVERSION
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STAND UP
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STAND UP (PLEASE)
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STAY STANDING IF…
YOU MEASURE SOCIAL
“LIKES” OR FOLLOWS?
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STAY STANDING IF…
YOU MEASURE SOCIAL
COMMENTS, MENTIONS OR
RETWEETS?
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STAY STANDING IF…
YOU MEASURE SOCIAL
MEDIA SHARE OF VOICE?
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STAY STANDING IF…
YOU MEASURE SENTIMENT
ON SOCIAL MEDIA?
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STAY STANDING IF…
YOU MEASURE TRAFFIC
REFERRALS FROM SOCIAL
MEDIA TO YOUR OWN
WEBSITE?
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STAY STANDING IF…
YOU MEASURE “LAST
TOUCH” SALES, LEADS OR
SIGN-UPS GENERATED BY
SOCIAL MEDIA?
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STAY STANDING IF…
YOU MEASURE
“ASSISTED CONVERSIONS”
GENERATED BY SOCIAL
MEDIA?
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SOCIAL MEDIA CONVERSION
IS EASY, RIGHT?
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SOCIAL MEDIA
NORMS #1
WE ARE HERD
ANIMALS
PEOPLE FAVOUR
WHAT FRIENDS LIKE
REVIEWS FROM
STRANGERS ARE
PERSUASIVE
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SOCIAL MEDIA
NORMS #2
ENTERTAIN ME,
DON’T SELL TO ME
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THE EXCEPTIONS
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FORD’S 2010 FIESTA MOVEMENT
100 BLOGGERS WERE
GIVEN A FREE FORD
FIESTA FOR SIX MONTHS
THEY WERE GIVEN
“MISSIONS” AND ASKED TO
REPORT RESULTS ON
SOCIAL MEDIA
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23,000 SALES H2 2010 67,000 SALES FY 2011
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67,000 SALES @ $14,000 =
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ENGAGING INFLUENCERS CREATED SOCIAL
ADVOCATES WHO “SOLD” THE PRODUCT
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ENGAGING FANS
OUTSIDE SOCIAL
MEDIA CAN REPLAY
AS A CALL TO
ACTION WITHIN
SOCIAL MEDIA
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CONVERSION:
A PROBLEM OF DEFINITION
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HANDS UP IF YOU THINK
COMPETITIONS BUILD A
LOYAL AUDIENCE OF
CONSUMERS?
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CONVERSION IS AN ACTIVE AND
MEASURABLE EXCHANGE OF VALUE
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SO WHY NOT COUNT SOCIAL LIKES,
PINS AND FOLLOWS AS CONVERSION?
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AFFINITY WEIGHT TIMELINESS
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A LIKE IS NO
GUARANTEE
CONTENT
WILL BE
SEEN…
…LET ALONE
ACTED UPON
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A PROBLEM OF MEASUREMENT
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HOW I BOUGHT A NEW WATCH
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HOW I BOUGHT A NEW WATCH
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HOW I BOUGHT A NEW WATCH
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WHAT WERE THE SALES/MARKETING
TOUCH POINTS ON THE JOURNEY?
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“SEVEN TO 28 TOUCH POINTS
BEFORE A SALE CLOSES”
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SO WHERE DOES A MARKETER
ASSIGN CONVERSION VALUE?
LAST TOUCH = PPC £44.50
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FIRST TOUCH = SEO £44.50
SO WHERE DOES A MARKETER
ASSIGN CONVERSION VALUE?
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SO WHERE DOES A MARKETER
ASSIGN CONVERSION VALUE?
ASSISTED CONVERSION £44.50
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A FINAL THOUGHT…
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WHERE CAN LEARN WHICH
BRANDS ARE GETTING IT
RIGHT?
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BUT WE KNOW THAT, RIGHT?