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Psychology of sharing stephen croome
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Psychology of sharing stephen croome


A Digital Marketing slideshow on how I can make you influence other people for me …

A Digital Marketing slideshow on how I can make you influence other people for me

Published in Technology , News & Politics
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  • Majored in bio
  • Minored in psych and my mom is a psychologist, so I grew up surrounded by psychology
  • Naturally marketing interested me as it lies at the intersection of those – a glorious puzzle of how someone an be made to want and how you can make them decide to buy it
  • Social came along and marketing now has a different puzzle
  • 3 years ago I went back to Uni and earned a MA in Social media
  • And then opened a social advertising agency to help people tell their stories
  • Talk about silicon milk roundabout
  • Talk about silicon milk roundabout
  • Dunning kruger effect but when people learn mechanical bit they think they have learnt the whole thing
  • Unlike Google ads, the mechanics of placing facebook ads tell you nothing about whether it will be successful for you or not
  • Conversion rates are generally going to be the same –you improve your ads, yourconversin rate goes up
  • Image draws attentionHeadline is a yes or no that confirms if this ad is for me or notText encourages the click
  • If you get those things right, you win. It is no longer an advert. It is a personal recommendation


  • 1. Stephen Croome @firstconversion
  • 2. Stephen Croome @firstconversion
  • 3. Stephen Croome @firstconversion
  • 4. Stephen Croome @firstconversion
  • 5. Marketing is now not about how I can influence you Marketing is about how I can make you influence other people for me
  • 6. Stephen Croome @firstconversion
  • 7. Stephen Croome @firstconversion
  • 8. Because I believe the future of digital marketing is going to be dominated by stories, not ads
  • 9. Stephen Croome @firstconversion You can win if you talk to your Audience… …about a Story they care about… …inside a Distribution and Sharing Framework
  • 10. Stephen Croome @firstconversion
  • 11. Stephen Croome @firstconversion Thinking beyond the first click in Social Advertising
  • 12. 1:1 vs 1:many
  • 13. Stephen Croome @firstconversion @firstconversion vs
  • 14. Stephen Croome @firstconversion How do I teach myself to understand what my customers like?
  • 15. Stephen Croome @firstconversion The fake learning curve Competent with the mechanics of getting ads running
  • 16. Stephen Croome @firstconversion The real learning curve Competent with the mechanics of getting ads running Implement method of testing messages to Facebook segments
  • 17. Stephen Croome @firstconversion The difference between Google ads and Facebook ads
  • 18. Stephen Croome @firstconversion Google visitors are in streams
  • 19. Stephen Croome @firstconversion Facebook visitors are in ponds
  • 20. You can compare Google ads over time
  • 21. Stephen Croome @firstconversion CTR or Conv Rate or Shares Because purchase intent stays the same over time, your variable is the ad which you can slowly improve over time
  • 22. You cannot compare Facebook ads over time
  • 23. Stephen Croome @firstconversion CTR or Conv Rate over Time or Shares
  • 24. Stephen Croome @firstconversion How to bait the first click
  • 25. Stephen Croome @firstconversion @firstconversion
  • 26. Multivariate analysis of Facebook ads helps you learn what people react to very quickly
  • 27. @firstconversion Hands are losing
  • 28. @firstconversion Addressing the issue works here for a title
  • 29. @firstconversion Clear winner in body text
  • 30. Learning Example Test 1
  • 31. The bug CTRS were the best
  • 32. Bug CPL also won
  • 33. @firstconversion Text 1 had significantly better CPL
  • 34. @firstconversion Titles were similar
  • 35. Why the first click is a lie
  • 36. @firstconversion
  • 37. Testing the winning bug against the more dramatically allergic man and a more ugly bug. Ugly bug attracts more clicks!
  • 38. But the allergic guy converts better…
  • 39. …which gives the allergic guy the best CPL so far The best relevance match is having the biggest impact
  • 40. What I learned 1. Easy to get clicks 2. Measure what you care about 3. A testing process will tell you what language or USPs your customers react to
  • 41. Stephen Croome @firstconversion @firstconversion
  • 42. Stephen Croome @firstconversion How to win the second click
  • 43. Stephen Croome @firstconversion How to work the second click • Audience • Story or content • Sharing and distribution framework
  • 44. How to fail
  • 45. Stephen Croome @firstconversion No audience + no story + no reason to share
  • 46. How to win some and lose some
  • 47. Some audience + no story + no reason to share
  • 48. Beer promo
  • 49. Someone in marketing has a bright idea
  • 50. Baileys promo
  • 51. Customers are moaners Its not my fault Customers are fighting
  • 52. Customers are greedy Its not my fault Customers are dishonest
  • 53. Happy people Happy people Pissed off people
  • 54. What is the solution?
  • 55. 1 Stop treating Facebook like a billboard
  • 56. 2 Realise that money is not your bottleneck, time is your bottleneck Stop racing to the bottom with initiatives that don’t engender loyalty
  • 57. 3 If your promotion is not valid in Scotland, don’t show it in Scotland Or create alternatives for Scotland
  • 58. 4 Have people on Facebook during the promotion to monitor what is going on and reply to users
  • 59. 5 Use Facebook dark posts to target people in very tight geographic locations
  • 60. Each store should get its own advert so that you can control the story
  • 61. 6 If a store runs out of goods, change the ad in the Dark Post that are seen by the people in the specific location or remove the ad altogether to stop people becoming angry at you for not delivering on your promise
  • 62. You end up with • better stock control • happier customers • a more effective Facebook campaign with more shares and likes
  • 63. How to win
  • 64. Stephen Croome @firstconversion audience + story + reason to share
  • 65. Stephen Croome @firstconversion It is no longer an advert It is a personal recommendation shared amongst friends
  • 66. How am I going to get my customers to share my marketing with my future customers
  • 67. Stephen Croome @firstconversion @firstconversion
  • 68. Stephen Croome @firstconversion Images • Sea turtle • brain
  • 69. Stephen Croome @firstconversion
  • 70. @firstconversion Round 1 Round 2 When we have winners, its best to create a new campaign with the winner and new tests, so that old data does not corrupt the new test data
  • 71. @firstconversion Round 1 Round 2 Round 3