Lead conversion in social media

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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.

Marketing

LEAD CONVERSION WITH SOCIAL MEDIA
Social Commerce 2017
@saraohman

SARA=
EXPERT ON
BEHAVIORS +
ALGORITHMS
YOU =
EXPERTS ON
CONTENT

1. AUDIENCE - BEHAVIORAL
2. WORKFLOW – SEQUENTIAL
3. CONTENT – BEING CREATIVE VS.
BEING SPECIFC
CONTENT

PAID MEDIA
+
DYNAMIC MEDIA
SOCIAL MEDIA
MAGIC

BUDGET
CONVERSION
REACH
VIRALITY VS.
BUDGET

THE HUNT FOR
INTERACTIONS
INCREASE
REACH

PART 1: AUDIENCE
USE DATA TO UNDERSTAND
THEIR BEHAVIOR

RELEVANCE
TO BE CONNECTED
TO THE SUBJECT OR
SERVICE OFFERED.

YOUR CONTENT IN
THE SOCIAL MEDIA
UNIVERSE

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

”BUBBLES”
MAP
CONNECTIONS
WITHIN YOUR
TARGET GROUP.

SUPER FANS
SCEPTICS
THE CROWD
Users most 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

“FAMILY LIFE”
“EARLY ADOPTERS”
“FINE TASTING”
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

SEGMENTTO
BECOME RELEVANT
(EVEN IN SOCIAL MEDIA)
COLLECT
DATA

PART 2: ACT SEQUENTIAL
HOW TO ACTIVATE USER IN A
WORLD OF DISPOSABLE MEDIA

PREP FOR THE
BEST SCENARIO
SEQUENTIAL
MARKETING

CRITICAL
ACTIVITY 1
CRITICAL
ACTIVITY 2
CRITICAL
ACTIVITY 3
SUPPORTING ACTIVITIES SUPPORTING ACTIVITIESSUPPORTING ACTIVITIES

Once upon a time 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

“This is our awesome 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

THE
MYSTICAL
CLICK
”I MIGHTAS WELL
CONVERT IF I HAVE
CLICKED ON IT.”

ATTRACT
ENGAGE
ACTIVATE
CONVERT
INTERACTIONS
ENGAGEMENT
CLICKS
$

1. FEELINGS
2. RELATEBLE
4. CHARISMA
3. EDUCATIONAL
5. SHAREBLE
RECEPIE FOR
GREAT CONTENT

RELATEBLE
Everyday moments
and big happenings

SHARABLE
Message likely to be
share in their own
channels/to friends

”VIRAL” CONTENT
POP CONTENT
VIP CONTENT
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

VIP
OFFER
UNIQUE
”VIRAL”
CONTENT
CREATIVE
FAMILIAR
DIRECT
PRODUCT
OFFER
POPULAR
CONTENT

ATTRACT
ENGAGE
ACTIVATE
CONVERT
”VIRAL” CONTENT
POP CONTENT
VIP
PRODUCT
BROAD AUDINCE
FANS+FRIENDS
ENGAGED FANS
LOYAL USERS

3 TYPES OF CONTENT
ENTERTAININGSTORY EDUCATIONAL

STRUCTURE
YOUR CREATIVE
PROCESS
CONTENT
TEMPLATE

1. AUDIENCE - BEHAVIORAL
2. WORKFLOW – SEQUENTIAL
3. CONTENT – BEING CREATIVE VS.
BEING SPECIFC
THREE
STEPTS

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Lead conversion in social media

1. LEAD CONVERSION WITH SOCIAL 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 SOCIAL MEDIA MAGIC

5. BUDGET CONVERSION REACH VIRALITY VS. BUDGET

6. THE HUNT FOR INTERACTIONS INCREASE REACH

7. PART 1: AUDIENCE USE DATA TO UNDERSTAND THEIR BEHAVIOR

8. RELEVANCE TO BE CONNECTED TO THE SUBJECT OR SERVICE OFFERED.

9. YOUR CONTENT IN THE SOCIAL 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

11. ”BUBBLES” MAP CONNECTIONS WITHIN YOUR TARGET GROUP.

12. SUPER FANS SCEPTICS THE CROWD Users most 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

13. SCEPTICS THE CROWD SUPER FANS

14. “FAMILY LIFE” “EARLY ADOPTERS” “FINE TASTING” 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 IN SOCIAL MEDIA) COLLECT DATA

16. PART 2: ACT SEQUENTIAL HOW TO ACTIVATE USER IN A WORLD OF DISPOSABLE MEDIA

17. PREP FOR THE BEST SCENARIO SEQUENTIAL MARKETING

18. CRITICAL ACTIVITY 1 CRITICAL ACTIVITY 2 CRITICAL ACTIVITY 3 SUPPORTING ACTIVITIES SUPPORTING ACTIVITIESSUPPORTING ACTIVITIES

19. Once upon a time 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 our awesome 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 CONVERT IF I HAVE CLICKED ON IT.”

22. ATTRACT ENGAGE ACTIVATE CONVERT INTERACTIONS ENGAGEMENT CLICKS $

23.

24. CLICK TO SITE SIGN UP ON SITE 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 HOW TO GET INTERACTIONS

26. 1. FEELINGS 2. RELATEBLE 4. CHARISMA 3. EDUCATIONAL 5. SHAREBLE RECEPIE FOR GREAT CONTENT

27. FEELINGS Make people feel

28. RELATEBLE Everyday moments and big happenings

29. EDUCATIONAL Provide insigts

30. CHARISMATIC Desire to achieve someting

31. SHARABLE Message likely to be share in their own channels/to friends

32. ”VIRAL” CONTENT POP CONTENT VIP CONTENT 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

33. VIP OFFER UNIQUE ”VIRAL” CONTENT CREATIVE FAMILIAR DIRECT PRODUCT OFFER POPULAR CONTENT

34. ATTRACT ENGAGE ACTIVATE CONVERT ”VIRAL” CONTENT POP CONTENT VIP PRODUCT BROAD AUDINCE FANS+FRIENDS ENGAGED FANS LOYAL USERS

35. 3 TYPES OF CONTENT ENTERTAININGSTORY EDUCATIONAL

36. STRUCTURE YOUR CREATIVE PROCESS CONTENT TEMPLATE

37. C R E A T I V E C O N C E P T STORY ENTERTAIN TEACH Brand News Opin- ion Humor Drama Everyday Tutorial Guide Statistics

38. 1. AUDIENCE - BEHAVIORAL 2. WORKFLOW – SEQUENTIAL 3. CONTENT – BEING CREATIVE VS. BEING SPECIFC THREE STEPTS

39. QUESTIONS HEJ@SARAOHMAN.SE SARA ÖHMAN