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Lead conversion in social media
This document discusses strategies for lead conversion using social media. It recommends focusing on the audience's behaviors using data to understand them. Content should aim to attract, engage, activate and convert users through a sequential workflow. There are three types of effective content - entertaining stories to attract, educational to engage and teach, and a combination of both. The goal is to create relevant, relatable and shareable content that increases interactions and conversions.
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Lead conversion in social media
- 1. LEAD CONVERSION WITHSOCIAL MEDIA Social Commerce 2017 @saraohman
- 2. SARA= EXPERT ON BEHAVIORS + ALGORITHMS YOU= EXPERTS ON CONTENT
- 3. 1. AUDIENCE -BEHAVIORAL 2. WORKFLOW – SEQUENTIAL 3. CONTENT – BEING CREATIVE VS. BEING SPECIFC CONTENT
- 4. PAID MEDIA + DYNAMIC MEDIA SOCIALMEDIA MAGIC
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- 7. PART 1: AUDIENCE USEDATA TO UNDERSTAND THEIR BEHAVIOR
- 8. RELEVANCE TO BE CONNECTED TOTHE SUBJECT OR SERVICE OFFERED.
- 9. YOUR CONTENT IN THESOCIAL MEDIA UNIVERSE
- 10. SAVED CUSTOM LOOKALIKE •Geography • Demographics • Interest Ø Be quite specific • Web traffic • Customer list • Interactions Ø The more data the better • Twin profiles • Customer list or Facebook fans Ø Your selection can not be to small
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- 12. SUPER FANS SCEPTICS THE CROWD Usersmost likely to interact with your content Likely to promote / High engagement Users in need of ”proof” before they interact Neutral / Neutral engagement Users that are influenced by their peers Neurtal / Low engagement
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- 14. “FAMILY LIFE” “EARLY ADOPTERS” “FINETASTING” PAYING CUSTOMERS INFLUENCE INSTRUCT DISTRIBUTE SUPER FANS SCEPTICSTHE CROWD Married Children + 45 Travel Single + 35 Partner 35-45 Politics Fine dining WHO ARE THEY? Tech at Reddit Stockholm
- 15. SEGMENTTO BECOME RELEVANT (EVEN INSOCIAL MEDIA) COLLECT DATA
- 16. PART 2: ACTSEQUENTIAL HOW TO ACTIVATE USER IN A WORLD OF DISPOSABLE MEDIA
- 17. PREP FOR THE BESTSCENARIO SEQUENTIAL MARKETING
- 18. CRITICAL ACTIVITY 1 CRITICAL ACTIVITY 2 CRITICAL ACTIVITY3 SUPPORTING ACTIVITIES SUPPORTING ACTIVITIESSUPPORTING ACTIVITIES
- 19. Once upon atime I was driving through a dessert when suddenly a unicorn crossed the road. He waved and told me “Make sure you stop at Dagnys for burgers” SUPPORTING CONTENT SUPPORTING CONTENT SUPPORTING CONTENT
- 20. “This is ourawesome service that will make your life easier because of factor X,Y, Z. It provides you with content like this and that.. “ SUPPORTING CONTENT SUPPORTING CONTENT SUPPORTING CONTENT
- 21. THE MYSTICAL CLICK ”I MIGHTAS WELL CONVERTIF I HAVE CLICKED ON IT.”
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- 24. CLICK TO SITE SIGN UP ONSITE FIRST INTERACTION PRODUCT COLLAGE BRAND VIDEO/PIC CLICK AD 2 CLICK AD 3 REACH AD ENGAGEMENT AD VIDEO AD CLICK AD LEAD AD CONVERSION AD CONVERSION AD 1 SEK 2 SEK 5 SEK 12 SEK 25 SEK 37 SEK 50 SEK LOOKALIKE AUDIENCE CUSTOM INTERACTIONS SAVED AUDIENCE CUSTOM TRAFFIC CUSTOM TRAFFIC CUSTOM TRAFFIC
- 25. PART 3: CONTENT HOWTO GET INTERACTIONS
- 26. 1. FEELINGS 2. RELATEBLE 4.CHARISMA 3. EDUCATIONAL 5. SHAREBLE RECEPIE FOR GREAT CONTENT
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- 28. RELATEBLE Everyday moments and bighappenings
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- 30. CHARISMATIC Desire to achievesometing
- 31. SHARABLE Message likely tobe share in their own channels/to friends
- 32. ”VIRAL” CONTENT POP CONTENT VIPCONTENT PRODUCT FOCUS Unique and sticky content spread widely 🦄 🦄🦄 / Feelings / Shareble Memes and other popular content easy to relate to Relateble / Shareble Content focusing on product/service specifications Feelings / Educational Unique content/offers for selected users Relateble / Educational
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- 34. ATTRACT ENGAGE ACTIVATE CONVERT ”VIRAL” CONTENT POP CONTENT VIP PRODUCT BROADAUDINCE FANS+FRIENDS ENGAGED FANS LOYAL USERS
- 35. 3 TYPES OFCONTENT ENTERTAININGSTORY EDUCATIONAL
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- 38. 1. AUDIENCE -BEHAVIORAL 2. WORKFLOW – SEQUENTIAL 3. CONTENT – BEING CREATIVE VS. BEING SPECIFC THREE STEPTS
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