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Community, Conversation,
Conversion – Social Tips You Need




                           Justin Rondeau
                     Director of Marketing
                            TemplateZone
                               @jtrondeau
                                   #asw12
#asw12
             Social Media is More than just
@jtrondeau
                  Facebook & Twitter
                  News & Bookmark Aggregators
                    Blogs & Community Boards
                       Q&A Sites/Forums
Facebook Time Spent Online
#asw12
@jtrondeau




             Nearly 17% of all time spent online
                 in the US is on Facebook
Social Adoption of Online
#asw12
@jtrondeau           Consumers
My Point?
#asw12
@jtrondeau




               Social Media is an integral
             part of an online consumer’s life
Getting Started on Social
#asw12
@jtrondeau




                      Clear
                    Measurable
                     Realistic
Ask Yourself the Magic
#asw12
@jtrondeau            Question?
             What value am I adding to
                     My fans?
It’s Easy to Get Lost
#asw12
@jtrondeau
Piece of Advice
#asw12
@jtrondeau




             Don’t Spread
             Yourself Too Thin!
Social Media Network Traits
    Facebook - – For Pros
 Google+ – Niched Knowledge Base
Twitter – LinkedInSocial Connector &
          Content Aggregation & Collaboration
 Social Search
                   Great Professional Syndication Content
                    Great for Content
                    In-depth Viewing & Sharing
                    Very for Conversation

                   Very CasualStagnant search
                    Brief implemented in
                    Being More
                    MuchMicro Blog

                    Constant Feed
                    Tech for Thought Leadership
                    GreatOriented of Information
                   Community Focused
Facebook accounts for 95% of social
#asw12
                 networking time in the U.S.
@jtrondeau
What a Fan Wants
#asw12
@jtrondeau
What a Fan Sees
#asw12
@jtrondeau
Variables in the Eye Tracking
#asw12
@jtrondeau                 Study
             • Landing on the Wall
               – Presupposes a connection
             • Major Brands
             • Regarding the page as static
               – Victoria Secret is Constantly Updating their
                 Profile Picture, the eye is very good at
                 noticing changes.
Designs are Critical on
#asw12
@jtrondeau         Facebook
                            Look how these
                                      Bose Doesn’t
                            pages stand out
                               Quite Get the Picture
                              
Crafting Your Page
#asw12
@jtrondeau

             • Fan-Gated
               Content
             • Clear Call to
               Action, e.g., ‘Like
               Us’
             • Incentive to Act
Tools To Help Create Landing
#asw12
@jtrondeau                Tabs
             Free Tools          Paid Tools
The Wall is the Worst Landing Page…EVER
#asw12
@jtrondeau
Increase Traffic to Your Page
#asw12
@jtrondeau


             Facebook Ads      Social Plug Ins
Facebook Ad Best Practice
#asw12
@jtrondeau

             • The image is the most important asset on
                Anatomy of Title: Text
                Anatomy of Body
               your advertisement.Action
                •Clear Call to
                •Benefits
               – Study by ShoeMoney concluded the
               •Facebook Tone (Casual)
                •Consistent CTA that
                 following:
                •Simple with the title
                resonates
                •Sense of Urgency
Support for Ads
#asw12
@jtrondeau
Fan Cycle Your Design generates
                          & Social Reach
#asw12
@jtrondeau                       a micro conversion
       1. Fan Visits Page
       2. Likes Page
       3. Interacts with Page
       4. People within theCommunity Building
                              Fan’s
          Network see activity Turn Likes into Leads
       5. Fan’s friend visits page        and Leads
       6. Repeat 2-4                into Conversions
Don’t forget this!
#asw12
@jtrondeau



             Post Like Gate Content            EdgeRank –
                                               Dictates how often your content
                                               comes up in your fan’s newsfeed
              90% of people interact with a brand
                 SOLELY through Increase your EdgeRank by
             Add a Lead Generation Form! status updates
             This may be your only chance to   posting fresh content of various
             get a user’s email address        weights, e.g., videos & photos.

                                               Encourage Discussion/Interaction

                                               Protip – Comments help your ER
                                               more than likes, so ask lots of
                                               questions.
Key Facebook Metrics
#asw12
@jtrondeau

             • People Reached (Private)
                 – Note: Was previously an Impression Count
             •   Engaged Users (Private)
             •   Unlikes (Private)
             •   People Talking About This (Public)
             •   Like Count (Public)
Measure Your Influence
#asw12
@jtrondeau

             Facebook Insights



                                            EdgeRank Checker
                             Crowdbooster


                                                          TwentyFeet
             Social Bakers


                                               Unilyzer
Influence – The New Wild West
#asw12
@jtrondeau




               Never neglect a fan because they
               Aren’t considered an influencer
Recap
#asw12
@jtrondeau
                   Remember this long-winded ‘To Do’ List?

             Here’s My Shortened Version:
             -Design a Like Gated Page with form capabilities
              post like
             - Post 1-2 times a day with fresh content of
               different types
             - Increase your fans with ads and social
               plug ins on your site
             - Track EVERYTHING
             - Have Fun
We’ve Conquered Facebook
#asw12
@jtrondeau




               Questions?

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Community, Conversation, Conversion – Social Tips You Need

  • 1. Community, Conversation, Conversion – Social Tips You Need Justin Rondeau Director of Marketing TemplateZone @jtrondeau #asw12
  • 2. #asw12 Social Media is More than just @jtrondeau Facebook & Twitter News & Bookmark Aggregators Blogs & Community Boards Q&A Sites/Forums
  • 3. Facebook Time Spent Online #asw12 @jtrondeau Nearly 17% of all time spent online in the US is on Facebook
  • 4. Social Adoption of Online #asw12 @jtrondeau Consumers
  • 5. My Point? #asw12 @jtrondeau Social Media is an integral part of an online consumer’s life
  • 6. Getting Started on Social #asw12 @jtrondeau Clear Measurable Realistic
  • 7. Ask Yourself the Magic #asw12 @jtrondeau Question? What value am I adding to My fans?
  • 8. It’s Easy to Get Lost #asw12 @jtrondeau
  • 9. Piece of Advice #asw12 @jtrondeau Don’t Spread Yourself Too Thin!
  • 10. Social Media Network Traits Facebook - – For Pros Google+ – Niched Knowledge Base Twitter – LinkedInSocial Connector & Content Aggregation & Collaboration Social Search Great Professional Syndication Content Great for Content In-depth Viewing & Sharing Very for Conversation Very CasualStagnant search Brief implemented in Being More MuchMicro Blog Constant Feed Tech for Thought Leadership GreatOriented of Information Community Focused
  • 11. Facebook accounts for 95% of social #asw12 networking time in the U.S. @jtrondeau
  • 12. What a Fan Wants #asw12 @jtrondeau
  • 13. What a Fan Sees #asw12 @jtrondeau
  • 14. Variables in the Eye Tracking #asw12 @jtrondeau Study • Landing on the Wall – Presupposes a connection • Major Brands • Regarding the page as static – Victoria Secret is Constantly Updating their Profile Picture, the eye is very good at noticing changes.
  • 15. Designs are Critical on #asw12 @jtrondeau Facebook Look how these Bose Doesn’t pages stand out Quite Get the Picture 
  • 16. Crafting Your Page #asw12 @jtrondeau • Fan-Gated Content • Clear Call to Action, e.g., ‘Like Us’ • Incentive to Act
  • 17. Tools To Help Create Landing #asw12 @jtrondeau Tabs Free Tools Paid Tools
  • 18. The Wall is the Worst Landing Page…EVER #asw12 @jtrondeau
  • 19. Increase Traffic to Your Page #asw12 @jtrondeau Facebook Ads Social Plug Ins
  • 20. Facebook Ad Best Practice #asw12 @jtrondeau • The image is the most important asset on Anatomy of Title: Text Anatomy of Body your advertisement.Action •Clear Call to •Benefits – Study by ShoeMoney concluded the •Facebook Tone (Casual) •Consistent CTA that following: •Simple with the title resonates •Sense of Urgency
  • 22. Fan Cycle Your Design generates & Social Reach #asw12 @jtrondeau a micro conversion 1. Fan Visits Page 2. Likes Page 3. Interacts with Page 4. People within theCommunity Building Fan’s Network see activity Turn Likes into Leads 5. Fan’s friend visits page and Leads 6. Repeat 2-4 into Conversions
  • 23. Don’t forget this! #asw12 @jtrondeau Post Like Gate Content EdgeRank – Dictates how often your content comes up in your fan’s newsfeed 90% of people interact with a brand SOLELY through Increase your EdgeRank by Add a Lead Generation Form! status updates This may be your only chance to posting fresh content of various get a user’s email address weights, e.g., videos & photos. Encourage Discussion/Interaction Protip – Comments help your ER more than likes, so ask lots of questions.
  • 24. Key Facebook Metrics #asw12 @jtrondeau • People Reached (Private) – Note: Was previously an Impression Count • Engaged Users (Private) • Unlikes (Private) • People Talking About This (Public) • Like Count (Public)
  • 25. Measure Your Influence #asw12 @jtrondeau Facebook Insights EdgeRank Checker Crowdbooster TwentyFeet Social Bakers Unilyzer
  • 26. Influence – The New Wild West #asw12 @jtrondeau Never neglect a fan because they Aren’t considered an influencer
  • 27. Recap #asw12 @jtrondeau Remember this long-winded ‘To Do’ List? Here’s My Shortened Version: -Design a Like Gated Page with form capabilities post like - Post 1-2 times a day with fresh content of different types - Increase your fans with ads and social plug ins on your site - Track EVERYTHING - Have Fun