The document discusses social media's role in conversion strategies, emphasizing the importance of understanding human interactions and social dynamics. It outlines various strategies to enhance engagement, such as making sharing easier, demonstrating social proof, and humanizing digital experiences. The presentation also highlights the significance of micro-conversions and the necessity to combat content filtering.

1. Conversion In A Social World
Tim Ash - CEO
@tim_ash
October 22, 2013 – Las Vegas
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2. About SiteTuners
• Conversion-focused website blueprints (full redesigns & quick facelifts)
• Landing page test plans & testing strategy development
• Internal optimization team mentoring & training
• More than 1200 clients since 2002
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3. Social Media Landscape
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4. We Must Need New Guides!
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5. Is Social Media Really New?
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6. Social Media Is About People
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7. PART I:
What It Is &
Why It Works
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8. Social Creatures
Rule of 150
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9. Copyright
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10. Are There Limits to Our “Socialness”?
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11. Rule of 150
With a group of 150 or so, formalities are not necessary. Behavior can be
controlled on the basis of personal loyalties and direct contacts. With
larger groups, this seems impossible.
R obin I.M Dunba r, " Ne ocorte x size a s a constra in t on group size in prim a tes," Journal of Human
Evolution (1992 ), vol. 20, pp. 469 -4 9 3.
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12. What Do We Value in Social Interactions?
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13. Inconsistency is Thought of as Undesirable
• Beliefs, words, and deeds don’t match
• Confused
• Two-faced
• Mentally ill
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14. Consistency is Valued
• Logic
• Rationality
• Stability
• Honesty
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15. Commitment
“Once we make a choice or take a stand, we will
encounter personal and interpersonal pressures to
behave consistently with that commitment.”
- Dr. Robert Cialdini
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16. Copyright
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17. Copyright
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18. Observations About Commitment
• Simplifies day-to-day operations
• Very difficult to reverse
• Will often lead to much-larger commitments
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19. The Best Kind of Commitment
• Voluntary
• Public
• Small
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20. PART II:
Implications For Conversion
& Social Media Strategy
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21. Make Sharing Easy
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22. Put Hot Triggers in Front of Motivated People
“Three elements must converge at the same moment for a behavior
to occur: Motivation, Ability, and Trigger. When a behavior does not
occur, at least one of those three elements is missing.”
– Dr. B.J. Fogg – Stanford Persuasion Lab
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23. Copyright
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24. Micro-conversions
•
Facebook Like
•
Tweets of a single phrase within a blog post
•
Writing a review
•
Rating a product or service
•
Clickthrough to another page
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25. Humanize The Computer Experience
Humanize The ComputerExperience
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26. Copyright
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27. Huge Growth in Realistic & Interactive
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28. Copyright
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29. Copyright
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30. Copyright
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31. Demonstrate Social Proof
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32. Demonstrate Social Proof
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33. Copyright
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34. Copyright
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35. Copyright
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36. Copyright
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37. Go Wide and Deep & Measure Everything
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38. Reach & Engagement – Shoe Brands
Source:
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39. Number of Fans
11,010,154
3,853,635
3,737,028
1,593,682
70,353
Source:
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40. Engagement
.3%
.1%
.1%
.1%
0%
Source:
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41. Case Study – Voting for Photos from Facebook & Twitter
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42. Case Study – Results
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43. Fight Massive Filtering
Massive Rejection & Filtering
With Content Domination
•
Content Domination
•
Massive Rejection & Filtering
•
Make Sharing Easy & Get The Micro-conversion
•
Demonstrate Social Proof
•
Humanize the computer experience
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44. Facebook Displays 0.8% of all Wall Events
100
90
80
70
60
50
40
30
20
10
0
Filtered Out
Displayed
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45. Recycle Content – Minimum Publishable Unit
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46. Webinar Lead Capture & Social Sharing
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47. Post Webinar – Replay, Slides, Transcript
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48. Blog Post – Comments, Social Sharing
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49. E-Book – Permanent Downloadable Asset
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50. Summary of Strategies
1. Make Sharing Easy & Embrace the Micro-conversion
2. Demonstrate Social Proof Through Likeness & Large Numbers
3. Humanize the Computer Experience with Video & Interactivity
4. Go Wide & Deep and Measure Everything
5. Fight Massive Filtering with Content Domination
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51. Express Review - Special Offer
•
45 or 90-min interactive review of your landing page or site
•
Video transcript recorded via GoToMeeting
•
Includes AttentionWizard “attention heatmap” of page
http://ExpressReviewOffer.com - From $699
$200 Off if you order by Nov 8th (Promo code “PUBCON2013”)
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52. 2014: San Francisco - Chicago - Boston - UK - France - Germany
Susan
Weinschenk
Bryan
Eisenberg
Steve
Krug
Michael
Summers
BJ
Fogg
Tom
Davenport
Jared
Spool
Tim
Ash
Patrick
Bultema
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Roger
Dooley
Jakob
Nielsen
Brian
Massey
Amy
Africa
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53. Q&A and Contact Info
tim@sitetuners.com
(619) 990-9062 mobile
(619) 223-8020 work PST
twitter @tim_ash
www.linkedin.com/in/timash
facebook.com/tim.ash1
skype tim_ash1
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