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
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What is YourSocial Conversion Rate?
Brian Massey, Conversion Sciencesbrian@ConversionScientistcom
with Dave [email protected]
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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
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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
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Paid
Med
ia
Put a quarter in and connect with someone.
Photo courtesy http://www.sxc.hu/profile/dinny
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Earn
ed M
edia
Do something well and connect THROUGH someone
Photo courtesy http://www.sxc.hu/profile/lusi
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Pred
ictiv
e M
etric
s
Tell you what to expect.Photo Courtesy http://www.sxc.hu/profile/fishmonk
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Defi
nitiv
e M
etric
s
Tell you what is happening, what has happened.
Photo Courtesy http://www.sxc.hu/profile/Abyla
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Conv
ersi
on to
Aw
aren
ess
Someone becomes aware of the problems your company solves.
Photo courtesy http://www.sxc.hu/profile/bigevil600
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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
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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
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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
![Page 12: What is Your Social Conversion Rate? Brian Massey Innotech PDX](https://reader033.vdocuments.site/reader033/viewer/2022061105/5441200fb1af9f034c8b4638/html5/thumbnails/12.jpg)
Conv
ersi
on to
Acti
on
Someone buys your product or service.
Photo courtesy http://www.sxc.hu/profile/vlastka
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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
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The
Not
Soc
ial F
unne
l
Trying to use Blogs, Facebook, Twitter to Build Awareness
Awareness Consideration Action
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The
Post
-pur
chas
e Fu
nnel
Use Opinion Talk
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Conv
ersi
on to
Use
They gotta use it if they're gonna talk about it.
Photo courtesy http://www.sxc.hu/profile/intuitives
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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
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Conv
ersi
on to
Opi
nion
Help customers form an opinion of what you offer.
Photo courtesy http://www.sxc.hu/profile/kikashi
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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
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Conv
ersi
on to
Tal
k
Give your customers ways to talk about you.
Photo courtesy http://www.sxc.hu/profile/nem_youth
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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
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Soci
al L
andi
ng P
ages
: Blo
gs Information to enhance Use
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Soci
al L
andi
ng P
ages
: Blo
gs Information to enhance Use
User commentary to influence Opinion
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Soci
al L
andi
ng P
ages
: Blo
gs Information to enhance Use
User commentary to influence Opinion
Calls to Action to generate Talk
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Oth
er S
ocia
l Lan
ding
Pag
es
Help Pages
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Oth
er S
ocia
l Lan
ding
Pag
es
Help Pages
Forums
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Oth
er S
ocia
l Lan
ding
Pag
es
Help Pages
Forums
Microblogs
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Oth
er S
ocia
l Lan
ding
Pag
es
Help Pages
Forums
Microblogs
Affinity Groups
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Oth
er S
ocia
l Lan
ding
Pag
es
Help Pages
Forums
Microblogs
Affinity Groups
Bacn
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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.