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Social Success: Using
 Facebook as a Landing
Page & Converting in the
   Social Eco-system
Ric Dragon, DragonSearch
Justin Rondeau, TemplateZone
Ric$Dragon$
CEO$DragonSearch$
@ricdragon$
$
Author$of$$
Social$Marketology$
coming$June$2012$

$
$
LEAD$
GOLD$
US$      THEM$
      •  To$be$recognized$
          •  To$be$liked$
          •  To$be$safe$
• They$buy$something$from$you$
• Social$proof$
• They$buy$something$from$you$
• Social$proof$
• Influencer$outreach$
• Share$of$voice$in$community$
• Engagement$
• AmplificaLon$
• Like$more$
• They$buy$something$from$you$
• Social$proof$
• Influencer$outreach$
• Share$of$voice$in$community$
• Engagement$
• AmplificaLon$
• Like$more$
Balanced$Scorecard$


                        Financial$




                                     Learning$&$
            Customer$
                                      Growth$




                        Internal$
                        Business$
                        Process$
hRp://darmano.typepad.com/logic_emoLon/2007/08/theYmarkeLngYs.html$
hRp://socialsteve.wordpress.com/$
• They$buy$something$from$you$
• Social$proof$
• Influencer$outreach$
• Share$of$voice$in$community$
• Engagement$
• Shared$
• Like$more$
Understand$Social$Conversions$
$
Don’t$just$measure$the$easy$things$
$
Understand$Business$ObjecLves$
$
Map$the$two$to$one$another$
$
Educate$stakeholders$
$
$

                                      Ric$Dragon$
                                      CEO$DragonSearch$
                                      @ricdragon$
                                      $
                                      Author$of$$
                                      Social$Marketology$
                                      coming$June$2012$
                                      $
Collaboration
Conversation
Conversion
Justin Rondeau
Director of Marketing
@jtrondeau
#convcon




                         #convcon!
Social Media is More than
     just Facebook & Twitter
Blogs & Community   Q&A Sites/Forums!   News & Bookmark
      Boards!                             Aggregators !

     Don t spread yourself too thin!!
      Think Divide and Conquer !




                                               #convcon!
• Facebook is
     So you want
nearing 800 Million    to go social…
users!
                       
• It also dominates!
user time spent        
online!



                                  #convcon!
WARNING
Don t start on Facebook unless you
                Clear!
 have created these types of goals
                                 
              Measurable!
              Realistic!




                               #convcon!
Designs are Critical on
      Facebook
             
Look how these
                 Bose Doesn  t!
              pages stand out
                 Quite Get the
                       Picture!
            !!



                        #convcon!
They are all all of the !
       What do established
previous pages have in common?!
            brands  




                            #convcon!
90% of your Fans NEVER
  Return to Your Page!
Social Media is about community, you
  90% of Your Fans will!
  You Need to Make your impact!
need a great looking & persuasive landing
    REMEMBER!
NEVER Return to Your Page!
tab to turn visitors into fans.

Designs are the first and most crucial
step to reap the benefits of Facebook




                                    #convcon!
Fan Cycle & SocialDesign generates!
                 Your Reach
                             a micro conversion!
1.  Fan Visits Page
2.  Likes Page
3.  Interacts with Page
4.  People within the Fan s

                        Community Building!
    Network see activity
 Turn Likes into Leads!
5.  Fan s friend visits page 
        and Leads !
6.  Repeat 2-4
                into Conversions!


                                        #convcon!
Crafting Your Page
•  Fan-Gated
   Content
•  Clear Call to
   Action, e.g., Like
   Us 
•  Incentive to Act




                              #convcon!
Perricone MD Gets it
   
 thoughno wonder!
       It show!
Landing Tabonly!
Look at for"
Even
10% of Why they have !
New Visitors!
Many your Fans!
       tabs!
Return 22,626page!
        to your Fans!
They have! them!
Perricone gives
Plenty to look at!




                             #convcon!
Tools To Help Create Landing
             Tabs
                
 Free Tools!       Paid Tools!




                          #convcon!
Increase Traffic to Your Page
                            
Facebook Ads
    Social Plug Ins




                            #convcon!
Measure Your Influence
                            
 Facebook Insights !             EdgeRank Checker!




                                                TwentyFeet!
                 Crowdbooster!



                                    Unilyzer!
Social Bakers!




                                                     #convcon!
Be Careful with 3rd Party
            Tools!
In a study by
  EdgeRank Checker
  decreases
  engagement by
  80%
Great for analyzing,
  not for engaging 



                          #convcon!
Remember:

Have Fun &
Engage Your 

Fans



                #convcon!
Social Page Builder
         
Create a Facebook
          Page in minutes
         
250+ Agency Quality
          Templates to Craft a
          landing tab
           Amazing Additional
          Features



                       #convcon!
Day 2: Using Facebook as a Landing Page & Converting in the Social Eco-system

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Day 2: Using Facebook as a Landing Page & Converting in the Social Eco-system