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Social media conversion cim ipswich bootcamp 15 nov12
 

Social media conversion cim ipswich bootcamp 15 nov12

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Social Media Conversion presentation by Paul Hill, Further Online Marketing at CIM Digital Marketing Bootcamp, 15 November Ipswich

Social Media Conversion presentation by Paul Hill, Further Online Marketing at CIM Digital Marketing Bootcamp, 15 November Ipswich

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    Social media conversion cim ipswich bootcamp 15 nov12 Social media conversion cim ipswich bootcamp 15 nov12 Presentation Transcript

    • @paulhill_biz paul@further.co.uk
    • THE FORBIDDEN TOPIC OFSOCIAL MEDIA CONVERSION
    • STAND UP
    • STAND UP (PLEASE)
    • STAY STANDING IF…YOU MEASURE SOCIAL“LIKES” OR FOLLOWS?
    • STAY STANDING IF… YOU MEASURE SOCIALCOMMENTS, MENTIONS OR RETWEETS?
    • STAY STANDING IF… YOU MEASURE SOCIALMEDIA SHARE OF VOICE?
    • STAY STANDING IF…YOU MEASURE SENTIMENT ON SOCIAL MEDIA?
    • STAY STANDING IF… YOU MEASURE TRAFFICREFERRALS FROM SOCIAL MEDIA TO YOUR OWN WEBSITE?
    • STAY STANDING IF… YOU MEASURE “LASTTOUCH” SALES, LEADS ORSIGN-UPS GENERATED BY SOCIAL MEDIA?
    • STAY STANDING IF… YOU MEASURE“ASSISTED CONVERSIONS” GENERATED BY SOCIAL MEDIA?
    • SOCIAL MEDIA CONVERSIONIS EASY, RIGHT?
    • SOCIAL MEDIA NORMS #1 WE ARE HERD ANIMALS PEOPLE FAVOUR WHAT FRIENDS LIKE REVIEWS FROM STRANGERS ARE PERSUASIVE
    • SOCIAL MEDIANORMS #2ENTERTAIN 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 SOCIALADVOCATES WHO “SOLD” THE PRODUCT
    • ENGAGING FANSOUTSIDE SOCIALMEDIA CAN REPLAYAS A CALL TOACTION WITHINSOCIAL MEDIA
    • CONVERSION:A PROBLEM OF DEFINITION
    • HANDS UP IF YOU THINKCOMPETITIONS BUILD A LOYAL AUDIENCE OF CONSUMERS?
    • CONVERSION IS AN ACTIVE ANDMEASURABLE EXCHANGE OF VALUE
    • SO WHY NOT COUNT SOCIAL LIKES,PINS AND FOLLOWS AS CONVERSION?
    • AFFINITY WEIGHT TIMELINESS
    • A LIKE IS NOGUARANTEECONTENTWILL BESEEN……LET ALONEACTED 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/MARKETINGTOUCH POINTS ON THE JOURNEY?
    • “SEVEN TO 28 TOUCH POINTSBEFORE A SALE CLOSES”
    • SO WHERE DOES A MARKETERASSIGN CONVERSION VALUE?LAST TOUCH = PPC £44.50
    • SO WHERE DOES A MARKETERASSIGN CONVERSION VALUE?FIRST TOUCH = SEO £44.50
    • SO WHERE DOES A MARKETERASSIGN CONVERSION VALUE?ASSISTED CONVERSION £44.50
    • A FINAL THOUGHT…
    • WHERE CAN LEARN WHICHBRANDS ARE GETTING ITRIGHT?
    • BUT WE KNOW THAT, RIGHT?
    • @paulhill_bizpaul@further.co.uk