PubCon Las Vegas 2013
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PubCon Las Vegas 2013

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Pubcon Las Vegas 2013, supported by the industry's leading businesses, speakers, exhibitors, and sponsors involved in social media, Internet marketing, search engines, and online advertising, will ...

Pubcon Las Vegas 2013, supported by the industry's leading businesses, speakers, exhibitors, and sponsors involved in social media, Internet marketing, search engines, and online advertising, will offer a week-long look at the future of technology presented by many of the world's top speakers.

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    PubCon Las Vegas 2013 PubCon Las Vegas 2013 Presentation Transcript

    • Conversion In A Social World Tim Ash - CEO @tim_ash October 22, 2013 – Las Vegas Copyright © 2013 SiteTuners - All Rights Reserved.
    • About SiteTuners • 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 Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Social Media Landscape Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • We Must Need New Guides! Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Is Social Media Really New? Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Social Media Is About People Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • PART I: What It Is & Why It Works Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Social Creatures Rule of 150 Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Are There Limits to Our “Socialness”? Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • 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. R obin I.M Dunba r, " Ne ocorte x size a s a constra in t on group size in prim a tes," Journal of Human Evolution (1992 ), vol. 20, pp. 469 -4 9 3. Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • What Do We Value in Social Interactions? Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Inconsistency is Thought of as Undesirable • Beliefs, words, and deeds don’t match • Confused • Two-faced • Mentally ill Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Consistency is Valued • Logic • Rationality • Stability • Honesty Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • 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 Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Observations About Commitment • Simplifies day-to-day operations • Very difficult to reverse • Will often lead to much-larger commitments Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • The Best Kind of Commitment • Voluntary • Public • Small Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • PART II: Implications For Conversion & Social Media Strategy Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Make Sharing Easy Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Put Hot Triggers in Front of Motivated People “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 Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Micro-conversions • Facebook Like • Tweets of a single phrase within a blog post • Writing a review • Rating a product or service • Clickthrough to another page Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Humanize The Computer Experience Humanize The ComputerExperience Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Huge Growth in Realistic & Interactive Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Demonstrate Social Proof Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Demonstrate Social Proof Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Go Wide and Deep & Measure Everything Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Reach & Engagement – Shoe Brands Source: Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Number of Fans 11,010,154 3,853,635 3,737,028 1,593,682 70,353 Source: Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Engagement .3% .1% .1% .1% 0% Source: Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Case Study – Voting for Photos from Facebook & Twitter Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Case Study – Results Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Fight Massive Filtering Massive Rejection & Filtering With Content Domination • Content Domination • Massive Rejection & Filtering • Make Sharing Easy & Get The Micro-conversion • Demonstrate Social Proof • Humanize the computer experience Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Facebook Displays 0.8% of all Wall Events 100 90 80 70 60 50 40 30 20 10 0 Filtered Out Displayed Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Recycle Content – Minimum Publishable Unit Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Webinar Lead Capture & Social Sharing Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Post Webinar – Replay, Slides, Transcript Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Blog Post – Comments, Social Sharing Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • E-Book – Permanent Downloadable Asset Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • Summary of Strategies 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 Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • 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”) Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
    • 2014: San Francisco - Chicago - Boston - UK - France - Germany Susan Weinschenk Bryan Eisenberg Steve Krug Michael Summers BJ Fogg Tom Davenport Jared Spool Tim Ash Patrick Bultema Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. Roger Dooley Jakob Nielsen Brian Massey Amy Africa @tim_ash #pubcon
    • Q&A and Contact Info tim@sitetuners.com (619) 990-9062 mobile (619) 223-8020 work PST twitter @tim_ash www.linkedin.com/in/timash facebook.com/tim.ash1 skype tim_ash1 Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon