smx melbourne social marketer - how to incentivise, convert & leverage social media followers
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http://fatcowbusiness.com/melHow to Incentivise, Convert & Leverage Social Media Followers Presentation by Dave Cupples at SMX Melbourne Social Marketer Workshop 2011TRANSCRIPT
Dave CupplesFatCowBusiness.com
FatCowBusiness
@FatCowBusiness
Tweets LIVE #SMX #OMXMEL11
Retweet, Comment, Share!
Don’t just blindly create content …
Image: edoyo.co.tv
Tactically choose what people are demanding and what is working for your competitors
Spy on competitors and find their most shared content
• PostRank Topics - Free http://fcow.co/PR
Example:marismith.com
• Open Site Explorer – Free http://fcow.co/OS
Find competitors top linked to pages
Example: incomediary.com
• Quora → Social Q & A site for influencers who share and retweet
• Top 10 Q & A sites → http://fcow.co/QA
Question and Answer sites
If you want visitors to Opt-In, Follow, Share on Social Media …
Make it happen → INCENTIVIZE!Image: braincram.co.uk
Mint.com / Strongmail Case Study• Split test → 3 different incentives to refer friends
to join Mint.com via email or social media
A – Competition to Win iPod NanoB – No incentive (control group)
C – Beta access to exclusive features
Source: strongmail.com - http://fcow.co/ST
How to supercharge email opt-ins • You MUST give an incentive → free eBook or
video or digital content• Email subscribe form BIG, BOLD, TOP RIGHT
THIS is the business asset you are building!
Screenshot:FatCowBusiness.com
• Pop it up and force them to make a decision• PopupDomination → increases signups 500%
Screenshot: AnthillOnline.com
How to Incentivize users to LIKE your Facebook Page using an iFrame Reveal Tab
BEFORE clicking LIKE AFTER clicking LIKE
How to incentivise visitors to share on Facebook & Twitter - http://fcow.co/IN
• Cloudflood – create free share button to access link• Social Easy Share – Unlock content by sharing
- Build Email List from Facebook App
• PunchTab – Uses Facebook Connect, earn loyalty points for liking, commenting, sharing
• List Eruption – No app access needed, Reward sharing special link on Social Media with gifts
Comparison Effect – People buy based on what is next to it
• Which orange circle is bigger?
Psychological framing – 3 Options• Question becomes not “should I buy” but which
one?
Screenshot: basecamphq.com
How Facebook and Social Media differ from Search Marketing
• Facebook says “find users before they search” • Earlier stage of sales funnel• Different approach → more “soft” sell• Give value first and create desire • Not “hunting” but more like “fishing”
Image: designdamage.com
Social Media Fans are a lot like women …
Image: desktopdolls.blogspot.com
Case Study – Aquabumps.com
Started by a surfer who posted photos of Bondi Beach every morning …
Started emailing a few mates to cheer them up at the office …
Give value first, build up desire, credibility and trust, and the $$$ will follow
Strategic Partnerships
• Find influencers with similar target market• Leverage off other databases• Reciprocal email broadcasts• Sharing on Facebook / retweeting on Twitter• Paper.li – mash up other blogs RSS feeds & tweet• Start partnering with similar size and work up• Interviews, Testimonials, Reviews, Comments
Image: totalmerchant.net
Guest Blogging: Write Content - Get Links• MyBlogGuest → connects Guest Bloggers to
websites looking for Guest Posts• Technorati Top 100, Invesp Blog Rank • Top Blogs seeking Guest Posts - http://fcow.co/GB
• FollowerWonk – Find influencers in your Niche, search keywords in Twitter Bio
• Klout – Measure influence & reach
• WeFollow – lists top influencers tagged in each category like photography, wine, tech …
Leveraging your Content to Other Websites
• Zemanta – Firefox Add-on http://fcow.co/ZE
Give value first + partner with influencers → potential for exponential reach …
Your audience now has an audience
Image: venturebeat.com
Keep in Touch
• Slides, Links, Free Videos + Tutorials at:
FatCowBusiness.com/MELFacebook.com/FatCowBusiness
@FatCowBusiness, @DaveCupples