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