Social media - A story on convers(at)ion

A story on Convers(at)ion By Rob van Alphen Social Business Consultant rob.van.alphen@lbigroup.be

twitter.com/Adgenius

What will we talk about ?

Let’s skip the history lesson …

#FFS STOP SHOUTING !

having second thoughts ? (think again)

Many users 1.700.000.000 internet users 500.000.000 facebook users 150.000.000 blogs 75.000.000 twitter users 60.000.000 linkedin users

Active users 100.000.000 youtube video views 60.000.000 facebook status updates 50.000.000 tweets 10.000.000 facebook photo uploads 4.000.000 blog posts EACH DAY !

Frequent users Facebook surpasses Google as N°1 US website WHAAT ?!

Innovative users Facebook Mobile hits 150.000.000 users, now bigger than Twitter

OK, but what’s in it for us ?

Some benefits : a summary 1. Reach 2. Speed / Ease of use 3. Natural SEO 4. Insights (market and consumer) 5. Targeting 6. 1-to-1 communication (personalization) 7. Relationship building 8. Get a ‘face’ (branding)

You forgot low cost !

Not exactly : It costs money to - plan - develop - engage / moderate

forget SOCIAL MEDIA

A social media strategy is shaped by the corporate strategy …

A social strategy shapes the corporate strategy !

Start the CONVERS(at)ION

This is about reaching the top of the engagement pyramid

6 Degrees of Participation ROI Empower Advocate Collaborate Participate Fan Facilitate Listen Publish Indifferent

Build relationships not databases

Many tools available …

Know your target group: • The average social network user is 31 • The fastest growing demographic on Facebook is women over 55 • The average ‘social gamer’ is a 43-year-old woman WHO WHAT WHERE WHY

listen learn act

identify your evangelists

influential ≠ influencing

People don’t care about the tools …

… they care about getting things done !

BE AN ARTIST

Do good rather than Look good

... what else ?

Focus on building the house (not the hammer)

vs Shotgun Laser

Integration !

cross- fertilization

the molecular brand

Think outside of the (internet-) box…

Take your community OFFLINE !

At the end of the day all happens in real life !

SOCIAL OPTIMIZATION (come again ?!)

Social Optimization : Subset of social media marketing. Optimizing your exposure through social media & generating public interest in your content.

Social Optimization 10 golden rules : 1. Be ever present 2. Provide valuable content 3. Update often 4. Work cross channel 5. Make sharing easy 6. Participate 7. Encourage co-creation 8. Reward loyalty 9. Innovate 10. Be Human

Always remember these wise words of one bald man …

“Can't please everyone, is the secret to being remarkable”

People ask : what about ROI?

Monetization is a consequence …

… not a starting point

ROI : is calculated on your metrics, which are set BEFORE you start.

Metrics : are dual: 1) Quantitative (we know) 2) Qualitative

Quantitative : Qualitative : (fairly easy) (not that easy) • Visitors (unique/recurring) • Net Promotor Score (NPS) • (return) Visits • Conversation share • Customer Referral Value (CRV) • Pageviews • Brand Advocacy Quotient (BAQ) • Time spent • Tone of Voice • Friends / Followers • Sentiment • Interactions (comments, posts, views, votes, sharing, tags, search, installs, downloads, subscriptions) • Page rank KPI: # total % change

i.e. Facebook fanpage analysis

A simple example : Let’s say you are a telecom provider selling mobile subscriptions... 1) Define your customer value: • Product cost: €30/month • Annual value: €360 (12 x €30) 2) Define the lead value by dividing your customer value through the retention rate. Let’s say 70% of your customers remains loyal for a year. • Lead value: €252 (70% x €360) 3) Define the sales conversion rate. Let’s say 5% of leads converts to a sale. • Sale value: €12,6 (5% x €252) This means that every lead on your website is worth €12,6. Integrate this information in your Google Analytics Goals settings to automatically calulate the value. (HT @CSpenn)

There is NO standard but you need to find a way to link performance to sales. Acceptance of management on the chosen way is all you need, no matter if it is perfect or not !

“ He uses statistics as a drunken man uses lamp ” posts – for support rather than for illumination.

[ Important stuff coming up ]

Do not let social media become a face(book)lift !

External changes require internal changes

the 80% RULE

80% of succes is getting your company ready 20% ... only is about technology

This is about becoming the Über-Connected Organization - Harvard Business Review

What we need are reputation architects …

no holy grail

START small !

do as Abraham Lincoln said: “I walk slowly, but I don't walk backwards”

If you wait for perfection, you’ll never launch

Get in touch ! rob.van.alphen@lbigroup.be PS: Thank you !  twitter.com/adgenius

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Social media - A story on convers(at)ion

by Rob van Alphen

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