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Community, Conversation, Conversion – Social Tips You Need

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Community, Conversation, Conversion – Social Tips You Need

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A clearly defined social strategy is integral to your success. Learn to set goals, identify key metrics, increase your market funnel, and turn micro-conversions into qualified marketable leads.

Experience level: Beginner, Intermediate
Target audience: Merchants/Advertisers, Networks
Niche/vertical: Social media

Justin Rondeau, Director of Marketing, TemplateZone (Twitter @jtrondeau)

A clearly defined social strategy is integral to your success. Learn to set goals, identify key metrics, increase your market funnel, and turn micro-conversions into qualified marketable leads.

Experience level: Beginner, Intermediate
Target audience: Merchants/Advertisers, Networks
Niche/vertical: Social media

Justin Rondeau, Director of Marketing, TemplateZone (Twitter @jtrondeau)

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Community, Conversation, Conversion – Social Tips You Need

  1. 1. Community, Conversation, Conversion – Social Tips You Need Justin Rondeau Director of Marketing TemplateZone @jtrondeau #asw12
  2. 2. #asw12 Social Media is More than just @jtrondeau Facebook & Twitter News & Bookmark Aggregators Blogs & Community Boards Q&A Sites/Forums
  3. 3. Facebook Time Spent Online #asw12 @jtrondeau Nearly 17% of all time spent online in the US is on Facebook
  4. 4. Social Adoption of Online #asw12 @jtrondeau Consumers
  5. 5. My Point? #asw12 @jtrondeau Social Media is an integral part of an online consumer’s life
  6. 6. Getting Started on Social #asw12 @jtrondeau Clear Measurable Realistic
  7. 7. Ask Yourself the Magic #asw12 @jtrondeau Question? What value am I adding to My fans?
  8. 8. It’s Easy to Get Lost #asw12 @jtrondeau
  9. 9. Piece of Advice #asw12 @jtrondeau Don’t Spread Yourself Too Thin!
  10. 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. 11. Facebook accounts for 95% of social #asw12 networking time in the U.S. @jtrondeau
  12. 12. What a Fan Wants #asw12 @jtrondeau
  13. 13. What a Fan Sees #asw12 @jtrondeau
  14. 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. 15. Designs are Critical on #asw12 @jtrondeau Facebook Look how these Bose Doesn’t pages stand out Quite Get the Picture 
  16. 16. Crafting Your Page #asw12 @jtrondeau • Fan-Gated Content • Clear Call to Action, e.g., ‘Like Us’ • Incentive to Act
  17. 17. Tools To Help Create Landing #asw12 @jtrondeau Tabs Free Tools Paid Tools
  18. 18. The Wall is the Worst Landing Page…EVER #asw12 @jtrondeau
  19. 19. Increase Traffic to Your Page #asw12 @jtrondeau Facebook Ads Social Plug Ins
  20. 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
  21. 21. Support for Ads #asw12 @jtrondeau
  22. 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. 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. 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. 25. Measure Your Influence #asw12 @jtrondeau Facebook Insights EdgeRank Checker Crowdbooster TwentyFeet Social Bakers Unilyzer
  26. 26. Influence – The New Wild West #asw12 @jtrondeau Never neglect a fan because they Aren’t considered an influencer
  27. 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
  28. 28. We’ve Conquered Facebook #asw12 @jtrondeau Questions?

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