what is your social conversion rate? brian massey innotech pdx
Post on 17-Oct-2014
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DESCRIPTION
In his book "Social Media Marketing: An Hour a Day", Dave Evans extends the marketing funnel beyond the purchase to include "use," "opinion," and "talk." This is the social portion of the funnel, and each phase requires a conversion, which we call a "Social Conversion." When you complete a social conversion, you increase the traffic to the pre-purchase portion of your marketing funnel where prospects can become customers. Brian Massey of Conversion Sciences tackles this issue to teach you: · How to measure social conversion rates · Which strategies can be used to generate social conversions · The best practices for increasing social conversion rates · Where to invest for social media ROITRANSCRIPT
What is YourSocial Conversion Rate?
Brian Massey, Conversion Sciencesbrian@ConversionScientistcom
with Dave [email protected]
Advertising was designed to simulate word of mouth
when word of mouth was very inefficient.
It isn’t any longer.
http://www.sxc.hu/profile/barunpatro
TalkOpinionUseAwareness Consideration Action
Help VisitsService CallsSupport Forums
Unique LoginsRenewalsReg. CardsReturns
NP ScoreSurveysBuzzCommentsRatingsReviews
RenewalsUpgradesUp-sellsAdd-on PurchAffinity MembershipReturnsBookmarksLoyalty Programs
FriendsFollowsAuthoritySearch RankFavoritesBookmarks
No. CommentsNo. ReviewsNo. RatingsLink backsSharesDiscount CodesInvitationsUser Group Membership
ImpressionsRSS SubscribesSearches
Unique VisitsClick -thruPageviewsContest Entries
Return VisitsBookmarksKey Page VisitsSearches
DownloadsLeadsAttendeesRSS SubsNewsletter Circ.CallsCompareChats
Add to CartCoupons
PurchasesSubscriptionsRenewalsUpgradesUp-sellsAdd-on Purchases
PredictiveMetrics
DefinitiveMetrics
Paid Media Earned Media
Paid
Med
ia
Put a quarter in and connect with someone.
Photo courtesy http://www.sxc.hu/profile/dinny
Earn
ed M
edia
Do something well and connect THROUGH someone
Photo courtesy http://www.sxc.hu/profile/lusi
Pred
ictiv
e M
etric
s
Tell you what to expect.Photo Courtesy http://www.sxc.hu/profile/fishmonk
Defi
nitiv
e M
etric
s
Tell you what is happening, what has happened.
Photo Courtesy http://www.sxc.hu/profile/Abyla
Conv
ersi
on to
Aw
aren
ess
Someone becomes aware of the problems your company solves.
Photo courtesy http://www.sxc.hu/profile/bigevil600
The
Pre-
Purc
hase
Fun
nel
Those who are becoming aware of what you offer, problems you solve.
Awareness
ImpressionsRSS SubscribesSearches
Predictive
Unique VisitsClick -thrusPageviewsContest EntriesBounce Rate
Definitive
Conv
ersi
on to
Con
side
ratio
n
The process of developing a preference for what you provide.
Photo courtesy http://www.sxc.hu/profile/sundstrom
The
Pre-
Purc
hase
Fun
nel
Those who are becoming aware of what you offer, problems you solve.
ConsiderationAwareness
Return VisitsBookmarksKey Page VisitsSearchesTime on Site
Predictive
DownloadsLeadsAttendeesRSS SubscribesNewsletter Circ.
CallsCompareChats
Definitive
Conv
ersi
on to
Acti
on
Someone buys your product or service.
Photo courtesy http://www.sxc.hu/profile/vlastka
The
Pre-
Purc
hase
Fun
nel
Those who are becoming aware of what you offer, problems you solve.
ActionConsiderationAwareness
Add to CartCoupons
Predictive
Definitive PurchasesSubscriptionsRenewalsUpgradesUp-sells
Add-on Purchases
The
Not
Soc
ial F
unne
l
Trying to use Blogs, Facebook, Twitter to Build Awareness
Awareness Consideration Action
The
Post
-pur
chas
e Fu
nnel
Use Opinion Talk
Conv
ersi
on to
Use
They gotta use it if they're gonna talk about it.
Photo courtesy http://www.sxc.hu/profile/intuitives
Use
The
Post
-pur
chas
e Fu
nnel
Yes, you have to get them to use it.
Help VisitsService CallsSupport Forum Visits
Predictive
Definitive Unique LoginsRenewalsRegistration CardsReturns
Conv
ersi
on to
Opi
nion
Help customers form an opinion of what you offer.
Photo courtesy http://www.sxc.hu/profile/kikashi
Use OpinionThe
Soci
al F
unne
l
Opinion is Influenced by their experience + the opinion of others.
NP ScoreSurveysBuzzComments
RatingsReviews
Predictive
Definitive RenewalsUpgradesUp-sellsAdd-on PurchasesAffinity Membership
ReturnsBookmarks
Conv
ersi
on to
Tal
k
Give your customers ways to talk about you.
Photo courtesy http://www.sxc.hu/profile/nem_youth
Use OpinionThe
Soci
al F
unne
l
Give them ways to tell others about their experience.
Talk
FriendsFollowsAuthoritySearch Rank
FavoritesBookmarks
Predictive
Definitive No. CommentsNo. ReviewsNo. RatingsLink backsSharesDiscount Codes
InvitationsUser Group Membership
Soci
al L
andi
ng P
ages
: Blo
gs Information to enhance Use
Soci
al L
andi
ng P
ages
: Blo
gs Information to enhance Use
User commentary to influence Opinion
Soci
al L
andi
ng P
ages
: Blo
gs Information to enhance Use
User commentary to influence Opinion
Calls to Action to generate Talk
Oth
er S
ocia
l Lan
ding
Pag
es
Help Pages
Oth
er S
ocia
l Lan
ding
Pag
es
Help Pages
Forums
Oth
er S
ocia
l Lan
ding
Pag
es
Help Pages
Forums
Microblogs
Oth
er S
ocia
l Lan
ding
Pag
es
Help Pages
Forums
Microblogs
Affinity Groups
Oth
er S
ocia
l Lan
ding
Pag
es
Help Pages
Forums
Microblogs
Affinity Groups
Bacn
Bria
n M
asse
y, C
onve
rsio
n Sc
ienti
stThe Conversion Scientist Blogwww.conversionscientist.comEmail: [email protected]: bmasseyLinkedIn: brian.massey.name/LinkedInFacebook: brian.massey.name/Facebook
Social MediaMarketing: AnHour a Dayby David EvansAvailable frommy blog.