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SMX Melbourne Social Marketer - How to Incentivise, Convert & Leverage Social Media Followers


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How to Incentivise, Convert & Leverage Social Media Followers Presentation by Dave Cupples at SMX Melbourne Social Marketer Workshop 2011

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SMX Melbourne Social Marketer - How to Incentivise, Convert & Leverage Social Media Followers

  1. 1. <ul><li>Dave Cupples </li></ul><ul><li> </li></ul>FatCowBusiness @FatCowBusiness Tweets LIVE #SMX #OMXMEL11 Retweet, Comment, Share!
  2. 2. Don’t just blindly create content … Image: Tactically choose what people are demanding and what is working for your competitors
  3. 3. Spy on competitors and find their most shared content <ul><li>PostRank Topics - Free </li></ul>Example:
  4. 4. <ul><li>Open Site Explorer – Free </li></ul>Find competitors top linked to pages Example:
  5. 5. Scrape Google Suggest -> Übersuggest <ul><li> </li></ul>
  6. 6. Question and Answer sites <ul><li>Quora -> Social Q & A site for influencers who share and retweet </li></ul><ul><li>Top 10 Q & A sites -> </li></ul>
  7. 7. If you want visitors to Opt-In, Follow, Share on Social Media … Make it happen -> INCENTIVIZE! Image:
  8. 8. / Strongmail Case Study <ul><li>Split test -> 3 different incentives to refer friends to join via email or social media </li></ul>
  9. 9. A – Competition to Win iPod Nano B – No incentive (control group) C – Beta access to exclusive features Source: -
  10. 10. How to supercharge email opt-ins <ul><li>You MUST give an incentive -> free eBook or video or digital content </li></ul><ul><li>Email subscribe form BIG, BOLD, TOP RIGHT </li></ul>THIS is the business asset you are building! Screenshot:
  11. 11. <ul><li>Pop it up and force them to make a decision </li></ul><ul><li>PopupDomination -> increases signups 500% </li></ul>Screenshot:
  12. 12. How to Incentivize users to LIKE your Facebook Page using an iFrame Reveal Tab BEFORE clicking LIKE AFTER clicking LIKE
  13. 13. Free app - Static HTML: iframe tabs <ul><li>Add Reveal Tab Tutorial -> </li></ul>
  14. 14. How to incentivise visitors to share on Facebook & Twitter - <ul><li>Cloudflood – create free share button to access link </li></ul><ul><li>Social Easy Share – Unlock content by sharing - Build Email List from Facebook App </li></ul>
  15. 15. <ul><li>PunchTab – Uses Facebook Connect, earn loyalty points for liking, commenting, sharing </li></ul><ul><li>List Eruption – No app access needed, Reward sharing special link on Social Media with gifts </li></ul>
  16. 16. Comparison Effect – People buy based on what is next to it <ul><li>Which orange circle is bigger? </li></ul>
  17. 17. Psychological framing – 3 Options <ul><li>Question becomes not “should I buy” but which one? </li></ul>Screenshot:
  18. 18. How Facebook and Social Media differ from Search Marketing <ul><li>Facebook says “find users before they search” </li></ul><ul><li>Earlier stage of sales funnel </li></ul><ul><li>Different approach -> more “soft” sell </li></ul><ul><li>Give value first and create desire </li></ul><ul><li>Not “hunting” but more like “fishing” </li></ul>Image:
  19. 19. Social Media Fans are a lot like women … Image:
  20. 21. Case Study – Started by a surfer who posted photos of Bondi Beach every morning …
  21. 22. Started emailing a few mates to cheer them up at the office …
  22. 26. <ul><li>Give value first, build up desire, credibility and trust, and the $$$ will follow </li></ul>
  23. 27. Strategic Partnerships <ul><li>Find influencers with similar target market </li></ul><ul><li>Leverage off other databases </li></ul><ul><li>Reciprocal email broadcasts </li></ul><ul><li>Sharing on Facebook / retweeting on Twitter </li></ul><ul><li> – mash up other blogs RSS feeds & tweet </li></ul><ul><li>Start partnering with similar size and work up </li></ul><ul><li>Interviews, Testimonials, Reviews, Comments </li></ul>Image:
  24. 28. Guest Blogging: Write Content - Get Links <ul><li>MyBlogGuest -> connects Guest Bloggers to websites looking for Guest Posts </li></ul><ul><li>Technorati Top 100, Invesp Blog Rank </li></ul><ul><li>Top Blogs seeking Guest Posts - </li></ul>
  25. 29. <ul><li>FollowerWonk – Find influencers in your Niche, search keywords in Twitter Bio </li></ul>
  26. 30. <ul><li>Klout – Measure influence & reach </li></ul>
  27. 31. <ul><li>WeFollow – lists top influencers tagged in each category like photography, wine, tech … </li></ul>
  28. 32. Leveraging your Content to Other Websites <ul><li>Zemanta – Firefox Add-on </li></ul>
  29. 33. Give value first + partner with influencers -> potential for exponential reach … Your audience now has an audience Image:
  30. 34. Keep in Touch <ul><li>Slides, Links, Free Videos + Tutorials at: </li></ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul> @FatCowBusiness , @DaveCupples <ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul></ul>