Social media conversion cim ipswich bootcamp 15 nov12

417 views

Published on

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

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
417
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Social media conversion cim ipswich bootcamp 15 nov12

  1. 1. @paulhill_biz paul@further.co.uk
  2. 2. THE FORBIDDEN TOPIC OFSOCIAL MEDIA CONVERSION
  3. 3. STAND UP
  4. 4. STAND UP (PLEASE)
  5. 5. STAY STANDING IF…YOU MEASURE SOCIAL“LIKES” OR FOLLOWS?
  6. 6. STAY STANDING IF… YOU MEASURE SOCIALCOMMENTS, MENTIONS OR RETWEETS?
  7. 7. STAY STANDING IF… YOU MEASURE SOCIALMEDIA SHARE OF VOICE?
  8. 8. STAY STANDING IF…YOU MEASURE SENTIMENT ON SOCIAL MEDIA?
  9. 9. STAY STANDING IF… YOU MEASURE TRAFFICREFERRALS FROM SOCIAL MEDIA TO YOUR OWN WEBSITE?
  10. 10. STAY STANDING IF… YOU MEASURE “LASTTOUCH” SALES, LEADS ORSIGN-UPS GENERATED BY SOCIAL MEDIA?
  11. 11. STAY STANDING IF… YOU MEASURE“ASSISTED CONVERSIONS” GENERATED BY SOCIAL MEDIA?
  12. 12. SOCIAL MEDIA CONVERSIONIS EASY, RIGHT?
  13. 13. SOCIAL MEDIA NORMS #1 WE ARE HERD ANIMALS PEOPLE FAVOUR WHAT FRIENDS LIKE REVIEWS FROM STRANGERS ARE PERSUASIVE
  14. 14. SOCIAL MEDIANORMS #2ENTERTAIN ME,DON’T SELL TO ME
  15. 15. THE EXCEPTIONS
  16. 16. 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
  17. 17. 23,000 SALES H2 2010 67,000 SALES FY 2011
  18. 18. 67,000 SALES @ $14,000 =
  19. 19. ENGAGING INFLUENCERS CREATED SOCIALADVOCATES WHO “SOLD” THE PRODUCT
  20. 20. ENGAGING FANSOUTSIDE SOCIALMEDIA CAN REPLAYAS A CALL TOACTION WITHINSOCIAL MEDIA
  21. 21. CONVERSION:A PROBLEM OF DEFINITION
  22. 22. HANDS UP IF YOU THINKCOMPETITIONS BUILD A LOYAL AUDIENCE OF CONSUMERS?
  23. 23. CONVERSION IS AN ACTIVE ANDMEASURABLE EXCHANGE OF VALUE
  24. 24. SO WHY NOT COUNT SOCIAL LIKES,PINS AND FOLLOWS AS CONVERSION?
  25. 25. AFFINITY WEIGHT TIMELINESS
  26. 26. A LIKE IS NOGUARANTEECONTENTWILL BESEEN……LET ALONEACTED UPON
  27. 27. A PROBLEM OF MEASUREMENT
  28. 28. HOW I BOUGHT A NEW WATCH
  29. 29. HOW I BOUGHT A NEW WATCH
  30. 30. HOW I BOUGHT A NEW WATCH
  31. 31. WHAT WERE THE SALES/MARKETINGTOUCH POINTS ON THE JOURNEY?
  32. 32. “SEVEN TO 28 TOUCH POINTSBEFORE A SALE CLOSES”
  33. 33. SO WHERE DOES A MARKETERASSIGN CONVERSION VALUE?LAST TOUCH = PPC £44.50
  34. 34. SO WHERE DOES A MARKETERASSIGN CONVERSION VALUE?FIRST TOUCH = SEO £44.50
  35. 35. SO WHERE DOES A MARKETERASSIGN CONVERSION VALUE?ASSISTED CONVERSION £44.50
  36. 36. A FINAL THOUGHT…
  37. 37. WHERE CAN LEARN WHICHBRANDS ARE GETTING ITRIGHT?
  38. 38. BUT WE KNOW THAT, RIGHT?
  39. 39. @paulhill_bizpaul@further.co.uk

×