Community, Conversation, Conversion – Social Tips You Need

Justin RondeauDirector of Marketing

TemplateZone@jtrondeau

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Social Media is More than just Facebook & TwitterNews & Bookmark Aggregators Q&A Sites/ForumsBlogs & Community Boards

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Facebook Time Spent Online

Nearly 17% of all time spent online in the US is on Facebook

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Social Adoption of Online Consumers

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My Point?#asw12

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Social Media is an integralpart of an online consumer’s life

Getting Started on Social

ClearMeasurableRealistic

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Ask Yourself the Magic Question?

What value am I adding toMy fans?

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It’s Easy to Get Lost#asw12

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Piece of Advice

Don’t SpreadYourself Too Thin!

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Social Media Network TraitsFacebook - Social ConnectorLinkedIn – For ProsGoogle+ – Niched Knowledge Base &

Social SearchTwitter – Content Aggregation & Collaboration

Great for Viewing & Sharing Content

Very Casual

Community Focused

Very Professional

Much More Stagnant

Great for Thought Leadership

In-depth Conversation

Being implemented in search

Tech Oriented

Great for Content Syndication

Brief Micro Blog

Constant Feed of Information

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Facebook accounts for 95% of social networking time in the U.S.

What a Fan Wants#asw12

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What a Fan Sees#asw12

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Variables in the Eye Tracking Study

• Landing on the Wall– Presupposes a connection

• Major Brands• Regarding the page as static

– Victoria Secret is Constantly Updating their Profile Picture, the eye is very good at noticing changes.

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Designs are Critical on Facebook

Look how these pages stand out

Bose Doesn’tQuite Get the Picture

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Crafting Your Page

• Fan-Gated Content

• Clear Call to Action, e.g., ‘Like Us’

• Incentive to Act

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Tools To Help Create Landing Tabs

Free Tools Paid Tools

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The Wall is the Worst Landing Page…EVER#asw12

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Increase Traffic to Your Page

Facebook Ads Social Plug Ins

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Facebook Ad Best Practice

• The image is the most important asset on your advertisement. – Study by ShoeMoney concluded the

following:

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Anatomy of Title:•Clear Call to Action•Facebook Tone (Casual)•Simple

Anatomy of Body Text•Benefits•Consistent CTA that resonates with the title

•Sense of Urgency

Support for Ads#asw12

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Fan Cycle & Social Reach

1. Fan Visits Page2. Likes Page3. Interacts with Page4. People within the Fan’s

Network see activity5. Fan’s friend visits page 6. Repeat 2-4

Your Design generatesa micro conversion

Community BuildingTurn Likes into Leads

and Leads into Conversions

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Don’t forget this!#asw12

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90% of people interact with a brandSOLELY through status updates

Post Like Gate Content EdgeRank – Dictates how often your content comes up in your fan’s newsfeed

Add a Lead Generation Form! This may be your only chance to get a user’s email address

Increase your EdgeRank by posting fresh content of various weights, e.g., videos & photos.

Encourage Discussion/Interaction

Protip – Comments help your ER more than likes, so ask lots of questions.

Key Facebook Metrics

• People Reached (Private)– Note: Was previously an Impression Count

• Engaged Users (Private)• Unlikes (Private)• People Talking About This (Public)• Like Count (Public)

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Measure Your Influence

Facebook Insights

Crowdbooster

TwentyFeet

EdgeRank Checker

Social Bakers

Unilyzer

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Influence – The New Wild West#asw12

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Never neglect a fan because theyAren’t considered an influencer

Recap#asw12

@jtrondeauRemember this long-winded ‘To Do’ List?

Here’s My Shortened Version:- Design a Like Gated Page with form capabilities

post like- Post 1-2 times a day with fresh content of

different types- Increase your fans with ads and social

plug ins on your site- Track EVERYTHING - Have Fun

We’ve Conquered Facebook#asw12

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Questions?