Conversion In A Social World
Tim Ash - CEO
@tim_ash

October 22, 2013 – Las Vegas
Copyright © 2013 SiteTuners - All Rights...
About SiteTuners
• Conversion-focused website blueprints (full redesigns & quick facelifts)
• Landing page test plans & te...
Social Media Landscape

Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reser...
We Must Need New Guides!

Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Res...
Is Social Media Really New?

Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights ...
Social Media Is About People

Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights...
PART I:
What It Is &
Why It Works

Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All R...
Social Creatures
Rule of 150

Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights...
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- A...
Rule of 150
With a group of 150 or so, formalities are not necessary. Behavior can be
controlled on the basis of personal ...
What Do We Value in Social Interactions?

Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners...
Inconsistency is Thought of as Undesirable
• Beliefs, words, and deeds don’t match
• Confused
• Two-faced
• Mentally ill

...
Consistency is Valued
• Logic
• Rationality
• Stability
• Honesty

Copyright
Copyright © 2013, SiteTuners - All Rights Res...
Commitment

“Once we make a choice or take a stand, we will
encounter personal and interpersonal pressures to

behave cons...
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-lar...
The Best Kind of Commitment
• Voluntary
• Public
• Small

Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © ...
PART II:
Implications For Conversion
& Social Media Strategy

Copyright
Copyright © 2013, SiteTuners - All Rights Reserved...
Make Sharing Easy

Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
...
Put Hot Triggers in Front of Motivated People

“Three elements must converge at the same moment for a behavior
to occur: M...
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 prod...
Humanize The Computer Experience
Humanize The ComputerExperience

Copyright
Copyright © 2013, SiteTuners - All Rights Rese...
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- ...
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 Res...
Demonstrate Social Proof

Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Res...
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- A...
Reach & Engagement – Shoe Brands

Source:
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners...
Number of Fans
11,010,154

3,853,635

3,737,028
1,593,682
70,353

Source:
Copyright
Copyright © 2013, SiteTuners - All Rig...
Engagement

.3%
.1%

.1%

.1%
0%

Source:
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners...
Case Study – Voting for Photos from Facebook & Twitter

Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 20...
Case Study – Results

Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserve...
Fight Massive Filtering
Massive Rejection & Filtering
With Content Domination
•

Content Domination

•

Massive Rejection ...
Facebook Displays 0.8% of all Wall Events

100
90
80
70
60
50
40
30
20
10
0

Filtered Out

Displayed

Copyright
Copyright ...
Recycle Content – Minimum Publishable Unit

Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTune...
Webinar Lead Capture & Social Sharing

Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- A...
Post Webinar – Replay, Slides, Transcript

Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuner...
Blog Post – Comments, Social Sharing

Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- Al...
E-Book – Permanent Downloadable Asset

Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- A...
Summary of Strategies
1. Make Sharing Easy & Embrace the Micro-conversion
2. Demonstrate Social Proof Through Likeness & L...
Express Review - Special Offer
•

45 or 90-min interactive review of your landing page or site

•

Video transcript record...
2014: San Francisco - Chicago - Boston - UK - France - Germany

Susan
Weinschenk

Bryan
Eisenberg

Steve
Krug

Michael
Sum...
Q&A and Contact Info
tim@sitetuners.com
(619) 990-9062 mobile
(619) 223-8020 work PST

twitter @tim_ash
www.linkedin.com/i...
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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 offer a week-long look at the future of technology presented by many of the world's top speakers.

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Transcript of "PubCon Las Vegas 2013"

  1. 1. Conversion In A Social World Tim Ash - CEO @tim_ash October 22, 2013 – Las Vegas Copyright © 2013 SiteTuners - All Rights Reserved.
  2. 2. 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
  3. 3. Social Media Landscape Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  4. 4. We Must Need New Guides! Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  5. 5. Is Social Media Really New? Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  6. 6. Social Media Is About People Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  7. 7. PART I: What It Is & Why It Works Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  8. 8. Social Creatures Rule of 150 Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  9. 9. Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  10. 10. Are There Limits to Our “Socialness”? Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  11. 11. 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
  12. 12. What Do We Value in Social Interactions? Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  13. 13. 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
  14. 14. Consistency is Valued • Logic • Rationality • Stability • Honesty Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  15. 15. 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
  16. 16. Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  17. 17. Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  18. 18. 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
  19. 19. The Best Kind of Commitment • Voluntary • Public • Small Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  20. 20. PART II: Implications For Conversion & Social Media Strategy Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  21. 21. Make Sharing Easy Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  22. 22. 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
  23. 23. Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  24. 24. 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
  25. 25. Humanize The Computer Experience Humanize The ComputerExperience Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  26. 26. Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  27. 27. Huge Growth in Realistic & Interactive Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  28. 28. Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  29. 29. Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  30. 30. Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  31. 31. Demonstrate Social Proof Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  32. 32. Demonstrate Social Proof Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  33. 33. Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  34. 34. Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  35. 35. Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  36. 36. Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  37. 37. Go Wide and Deep & Measure Everything Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  38. 38. Reach & Engagement – Shoe Brands Source: Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  39. 39. 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
  40. 40. Engagement .3% .1% .1% .1% 0% Source: Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  41. 41. Case Study – Voting for Photos from Facebook & Twitter Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  42. 42. Case Study – Results Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  43. 43. 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
  44. 44. 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
  45. 45. Recycle Content – Minimum Publishable Unit Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  46. 46. Webinar Lead Capture & Social Sharing Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  47. 47. Post Webinar – Replay, Slides, Transcript Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  48. 48. Blog Post – Comments, Social Sharing Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  49. 49. E-Book – Permanent Downloadable Asset Copyright Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved. @tim_ash #pubcon
  50. 50. 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
  51. 51. 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
  52. 52. 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
  53. 53. 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
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