What is Your Social Conversion Rate? Brian Massey Innotech PDX

4,335 views

Published on

In his book "Social Media Marketing: An Hour a Day", Dave Evans extends the marketing funnel beyond the purchase to include "use," "opinion," and "talk." This is the social portion of the funnel, and each phase requires a conversion, which we call a "Social Conversion."

When you complete a social conversion, you increase the traffic to the pre-purchase portion of your marketing funnel where prospects can become customers.

Brian Massey of Conversion Sciences tackles this issue to teach you:

· How to measure social conversion rates
· Which strategies can be used to generate social conversions
· The best practices for increasing social conversion rates
· Where to invest for social media ROI

Published in: Business, Technology, Design

What is Your Social Conversion Rate? Brian Massey Innotech PDX

  1. 1. What is Your Social Conversion Rate? Brian Massey, Conversion Sciences brian@ConversionScientistcom with Dave Evans Dave.Evans@digital-voodoo.com
  2. 2. It isn’t any longer. http://www.sxc.hu/profile/barunpatro
  3. 3. Paid Media Earned Media Impressions Return Visits Add to Cart Help Visits NP Score Friends Predictive RSS Subscribes Bookmarks Coupons Service Calls Surveys Follows Metrics Searches Key Page Visits Support Forums Buzz Authority Searches Comments Search Rank Ratings Favorites Reviews Bookmarks Unique Visits Downloads Purchases Unique Logins Renewals No. Comments Definitive Click -thru Leads Subscriptions Renewals Upgrades No. Reviews Metrics Pageviews Attendees Renewals Reg. Cards Up-sells No. Ratings Contest Entries RSS Subs Upgrades Returns Add-on Purch Link backs Newsletter Circ. Up-sells Affinity Membership Shares Calls Add-on Purchases Returns Discount Codes Compare Bookmarks Invitations Chats Loyalty Programs User Group Membership
  4. 4. Photo courtesy http://www.sxc.hu/profile/dinny
  5. 5. Do something well and connect THROUGH someone Photo courtesy http://www.sxc.hu/profile/lusi
  6. 6. Photo Courtesy http://www.sxc.hu/profile/fishmonk
  7. 7. Photo Courtesy http://www.sxc.hu/profile/Abyla
  8. 8. Someone becomes aware of the problems your company solves. Photo courtesy http://www.sxc.hu/profile/bigevil600
  9. 9. Predictive Impressions RSS Subscribes Searches Definitive Unique Visits Click -thrus Pageviews Contest Entries Bounce Rate
  10. 10. The process of developing a preference for what you provide. Photo courtesy http://www.sxc.hu/profile/sundstrom
  11. 11. Predictive Return Visits Bookmarks Key Page Visits Searches Time on Site Definitive Downloads Newsletter Circ. Leads Calls Attendees Compare RSS Subscribes Chats
  12. 12. Photo courtesy http://www.sxc.hu/profile/vlastka
  13. 13. Predictive Add to Cart Coupons Definitive Purchases Up-sells Subscriptions Add-on Renewals Purchases Upgrades
  14. 14. Trying to use Blogs, Facebook, Twitter to Build Awareness
  15. 15. They gotta use it if they're gonna talk about it. Photo courtesy http://www.sxc.hu/profile/intuitives
  16. 16. Predictive Help Visits Service Calls Support Forum Visits Definitive Unique Logins Renewals Registration Cards Returns
  17. 17. Help customers form an opinion of what you offer. Photo courtesy http://www.sxc.hu/profile/kikashi
  18. 18. Predictive NP Score Comments Surveys Ratings Buzz Reviews Definitive Renewals Affinity Membership Upgrades Returns Up-sells Bookmarks Add-on Purchases
  19. 19. Give your customers ways to talk about you. Photo courtesy http://www.sxc.hu/profile/nem_youth
  20. 20. Predictive Friends Rank Follows Favorites Authority Bookmar Search ks Definitive No. Comments Discount Codes No. Reviews Invitations No. Ratings User Group Link backs Membership Shares
  21. 21. Social Landing Pages: Blogs Information to enhance Use
  22. 22. Social Landing Pages: Blogs Information to enhance Use User commentary to influence Opinion
  23. 23. Social Landing Pages: Blogs Information to enhance Use User commentary to influence Opinion Calls to Action to generate Talk
  24. 24. Other Social Landing Pages Help Pages
  25. 25. Other Social Landing Pages Forums Help Pages
  26. 26. Other Social Landing Pages Help Pages Forums Microblogs
  27. 27. Other Social Landing Pages Help Pages Forums Microblogs Affinity Groups
  28. 28. Other Social Landing Pages Help Pages Forums Microblogs Affinity Groups Bacn
  29. 29. The Conversion Scientist Blog www.conversionscientist.com Email: brian@conversionscientist.com Twitter: bmassey LinkedIn: brian.massey.name/LinkedIn Facebook: brian.massey.name/Facebook Social Media Marketing: An Hour a Day by David Evans Available from my blog.

×