day 2: using facebook as a landing page & converting in the social eco-system
TRANSCRIPT
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$$
Social$Marketology$coming$June$2012$
$
$
LEAD$GOLD$
• To$be$recognized$• To$be$liked$• To$be$safe$
THEM$US$
• They$buy$something$from$you$• Social$proof$
• They$buy$something$from$you$• Social$proof$• Influencer$outreach$• Share$of$voice$in$community$• Engagement$• AmplificaLon$• Like$more$
• They$buy$something$from$you$• Social$proof$• Influencer$outreach$• Share$of$voice$in$community$• Engagement$• AmplificaLon$• Like$more$
Financial$
Learning$&$Growth$
Internal$Business$Process$
Customer$
Balanced$Scorecard$
hRp://darmano.typepad.com/logic_emoLon/2007/08/theYmarkeLngYs.html$
hRp://socialsteve.wordpress.com/$
• They$buy$something$from$you$• Social$proof$• Influencer$outreach$• Share$of$voice$in$community$• Engagement$• Shared$• Like$more$
Understand$Social$Conversions$$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
#convcon!
News & Bookmark Aggregators !
Q&A Sites/Forums!Blogs & Community Boards!
Don’t spread yourself too thin!!Think ‘Divide and Conquer’!
So you want to go social…
#convcon!
• Facebook is nearing 800 Million users!
• It also dominates!user time spent online!
WARNING Don’t start on Facebook unless you have created these types of goals
#convcon!
Clear!Measurable!Realistic!
Designs are Critical on Facebook
Look how these pages stand out Bose Doesn’t!
Quite Get the Picture!
!!
#convcon!
They are all established brands
#convcon!
What do all of the !previous pages have in common?!
90% of your Fans NEVER Return to Your Page!
Social Media is about community, you need a great looking & persuasive landing tab to turn visitors into fans.
Designs are the first and most crucial
step to reap the benefits of Facebook
REMEMBER!90% of Your Fans will!
NEVER Return to Your Page!You Need to Make your impact!
#convcon!
Fan Cycle & Social Reach 1. Fan Visits Page 2. Likes Page 3. Interacts with Page 4. People within the Fan’s
Network see activity 5. Fan’s friend visits page 6. Repeat 2-4
Your Design generates!a micro conversion!
Community Building!Turn Likes into Leads!
and Leads !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 Landing Tab for "
New Visitors!Look at how!Many tabs!They have!
Even though only!10% of your Fans!Return to your page!Perricone gives them!Plenty to look at!
It’s no wonder!Why they have !22,626 Fans!
#convcon!
Tools To Help Create Landing Tabs
#convcon!
Free Tools! Paid Tools!
Increase Traffic to Your Page Facebook Ads
#convcon!
Social Plug Ins
Measure Your Influence
#convcon!
Facebook Insights !
Crowdbooster!TwentyFeet!
EdgeRank Checker!
Social Bakers!Unilyzer!
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!
