Social Media Conversion presentation by Paul Hill, Further Online Marketing at CIM Digital Marketing Bootcamp, 15 November Ipswich

2. @paulhill_biz paul@further.co.uk

12. THE FORBIDDEN TOPIC OF
SOCIAL MEDIA CONVERSION

13. STAND UP

14. STAND UP (PLEASE)

15. STAY STANDING IF…
YOU MEASURE SOCIAL
“LIKES” OR FOLLOWS?

16. STAY STANDING IF…
YOU MEASURE SOCIAL
COMMENTS, MENTIONS OR
RETWEETS?

17. STAY STANDING IF…
YOU MEASURE SOCIAL
MEDIA SHARE OF VOICE?

18. STAY STANDING IF…
YOU MEASURE SENTIMENT
ON SOCIAL MEDIA?

19. STAY STANDING IF…
YOU MEASURE TRAFFIC
REFERRALS FROM SOCIAL
MEDIA TO YOUR OWN
WEBSITE?

20. STAY STANDING IF…
YOU MEASURE “LAST
TOUCH” SALES, LEADS OR
SIGN-UPS GENERATED BY
SOCIAL MEDIA?

21. STAY STANDING IF…
YOU MEASURE
“ASSISTED CONVERSIONS”
GENERATED BY SOCIAL
MEDIA?

24. SOCIAL MEDIA CONVERSION
IS EASY, RIGHT?

26. SOCIAL MEDIA
NORMS #1
WE ARE HERD
ANIMALS
 PEOPLE FAVOUR
WHAT FRIENDS LIKE
 REVIEWS FROM
STRANGERS ARE
PERSUASIVE

28. SOCIAL MEDIA
NORMS #2
ENTERTAIN ME,
DON’T SELL TO ME

29. THE EXCEPTIONS

31. FORD’S 2010 FIESTA MOVEMENT
100 BLOGGERS WERE
GIVEN A FREE FORD
FIESTA FOR SIX MONTHS
THEY WERE GIVEN
“MISSIONS” AND ASKED TO
REPORT RESULTS ON
SOCIAL MEDIA

34. 23,000 SALES H2 2010 67,000 SALES FY 2011

35. 67,000 SALES @ $14,000 =

36. ENGAGING INFLUENCERS CREATED SOCIAL
ADVOCATES WHO “SOLD” THE PRODUCT

41. ENGAGING FANS
OUTSIDE SOCIAL
MEDIA CAN REPLAY
AS A CALL TO
ACTION WITHIN
SOCIAL MEDIA

42. CONVERSION:
A PROBLEM OF DEFINITION

47. HANDS UP IF YOU THINK
COMPETITIONS BUILD A
LOYAL AUDIENCE OF
CONSUMERS?

51. CONVERSION IS AN ACTIVE AND
MEASURABLE EXCHANGE OF VALUE

52. SO WHY NOT COUNT SOCIAL LIKES,
PINS AND FOLLOWS AS CONVERSION?

54. AFFINITY WEIGHT TIMELINESS

56. A LIKE IS NO
GUARANTEE
CONTENT
WILL BE
SEEN…
…LET ALONE
ACTED UPON

57. A PROBLEM OF MEASUREMENT

58. HOW I BOUGHT A NEW WATCH

59. HOW I BOUGHT A NEW WATCH

60. HOW I BOUGHT A NEW WATCH

69. WHAT WERE THE SALES/MARKETING
TOUCH POINTS ON THE JOURNEY?

70. “SEVEN TO 28 TOUCH POINTS
BEFORE A SALE CLOSES”

71. SO WHERE DOES A MARKETER
ASSIGN CONVERSION VALUE?
LAST TOUCH = PPC £44.50

72. SO WHERE DOES A MARKETER
ASSIGN CONVERSION VALUE?
FIRST TOUCH = SEO £44.50

73. SO WHERE DOES A MARKETER
ASSIGN CONVERSION VALUE?
ASSISTED CONVERSION £44.50

76. A FINAL THOUGHT…

77. WHERE CAN LEARN WHICH
BRANDS ARE GETTING IT
RIGHT?

82. BUT WE KNOW THAT, RIGHT?

83. @paulhill_biz
paul@further.co.uk