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Conversion In A Social World
Tim Ash - CEO
@tim_ash
October 22, 2013 – Las Vegas
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• Conversion-focused website blueprints (full redesigns & quick facelifts)
• Landing page test plans & testing strategy development
• Internal optimization team mentoring & training
• More than 1200 clients since 2002
About SiteTuners
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Social Media Landscape
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We Must Need New Guides!
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Is Social Media Really New?
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Social Media Is About People
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PART I:
What It Is & Why It Works
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Rule of 150
Social Creatures
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Are There Limits to Our “Socialness”?
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Robin I.M Dunbar, "Neocortex size as a constraint on group size in pr imates," Journal of Human Evolut ion (1992), vol. 20, pp. 469-493.
Rule of 150
With a group of 150 or so, formalities are not necessary. Behavior can be controlled on the basis of personal loyalties and direct contacts. With
larger groups, this seems impossible.
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What Do We Value in Social Interactions?
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Inconsistency is Thought of as Undesirable
• Beliefs, words, and deeds don’t match
• Confused
• Two-faced
• Mentally ill
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Consistency is Valued
• Logic
• Rationality
• Stability
• Honesty
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Commitment
“Once we make a choice or take a stand, we will
encounter personal and interpersonal pressures to
behave consistently with that commitment.”
- Dr. Robert Cialdini
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Observations About Commitment
• Simplifies day-to-day operations
• Very difficult to reverse
• Will often lead to much-larger commitments
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The Best Kind of Commitment
• Voluntary
• Public
• Small
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PART II:
Implications For Conversion & Social Media Strategy
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Make Sharing Easy
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“Three elements must converge at the same moment for a behavior
to occur: Motivation, Ability, and Trigger. When a behavior does not
occur, at least one of those three elements is missing.”
– Dr. B.J. Fogg – Stanford Persuasion Lab
Put Hot Triggers in Front of Motivated People
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• Facebook Like
• Tweets of a single phrase within a blog post
• Writing a review
• Rating a product or service
• Clickthrough to another page
Micro-conversions
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Humanize The Computer Experience Humanize The Computer Experience
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Huge Growth in Realistic & Interactive
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Demonstrate Social Proof
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Demonstrate Social Proof
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Go Wide and Deep & Measure Everything
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Reach & Engagement – Shoe Brands
Source:
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Number of Fans
Source:
11,010,154
3,737,028 3,853,635
1,593,682
70,353
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Engagement
Source:
.3%
.1%
0%
.1% .1%
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Case Study – Voting for Photos from Facebook & Twitter
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Case Study – Results
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• Content Domination
• Massive Rejection & Filtering
• Make Sharing Easy & Get The Micro-conversion
• Demonstrate Social Proof
• Humanize the computer experience
Massive Rejection & Filtering Fight Massive Filtering
With Content Domination
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Facebook Displays 0.8% of all Wall Events
0
10
20
30
40
50
60
70
80
90
100
Filtered Out Displayed
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Recycle Content – Minimum Publishable Unit
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Webinar Lead Capture & Social Sharing
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Post Webinar – Replay, Slides, Transcript
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Blog Post – Comments, Social Sharing
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E-Book – Permanent Downloadable Asset
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1. Make Sharing Easy & Embrace the Micro-conversion
2. Demonstrate Social Proof Through Likeness & Large Numbers
3. Humanize the Computer Experience with Video & Interactivity
4. Go Wide & Deep and Measure Everything
5. Fight Massive Filtering with Content Domination
Summary of Strategies
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Express Review - Special Offer
• 45 or 90-min interactive review of your landing page or site
• Video transcript recorded via GoToMeeting
• Includes AttentionWizard “attention heatmap” of page
http://ExpressReviewOffer.com - From $699
$200 Off if you order by Nov 8th (Promo code “PUBCON2013”)
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2014: San Francisco - Chicago - Boston - UK - France - Germany
Tim
Ash
Tom
Davenport
Michael
Summers
Bryan
Eisenberg
Patrick
Bultema
Jakob
Nielsen
Amy
Africa
BJ
Fogg
Steve
Krug Jared
Spool
Roger
Dooley
Susan
Weinschenk Brian
Massey
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Q&A and Contact Info
(619) 990-9062 mobile
(619) 223-8020 work PST
twitter @tim_ash
www.linkedin.com/in/timash
facebook.com/tim.ash1
skype tim_ash1
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