social media conversion cim ipswich bootcamp 15 nov12

@paulhill_biz paul@further.co.uk

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?

@paulhill_biz

paul@further.co.uk