This post is about the second half of Day One at the Social Media Summit. It’s not essential you read Part One but if you’d like to, here it is PART ONE.
Conversion | Louis Grenier
Louis’s session was probably my favourite from Day One. A number of speakers would discuss the topic of conversion on Day Two. For me, this presentation was a gentle reminder to the room that social is great and the tools are fun… But the whole point is to convert the people you engage with into customers.
Otherwise it’s a lot of time and effort wasted.
Louis made this point up front and early by saying ‘there is no such thing as a social media strategy for business. There is a business strategy that uses social media.’
He went on to say… ‘Don’t fall in love with social media tools. Processes eat tools for breakfast.’
Louis outlined his steps to conversion success
- Strategise about your business not the use of tools
- Create a process that harnesses the tools
- Define your objectives for the process, these should be S.M.A.R.T.
- Specific, Measurable, Attainable, Relevant, Time based…
- Define your audience
- Reach out to your audience through social by asking them about their problems and proposing solutions and positioning yourself as the people to provide the solution
The tools you can use are many and social media is just one tool. Within social there are many channels so you need to test and measure to make sure you are active on the right one… The one where your audience is.
Some of the other tools are PPC, SEO, SEM, content marketing, networking to name but a few. So, social may not even play a part.
If you have the right process the tools are easily interchangeable. This is why, as Louis told us, ‘Processes eat tools for breakfast’.
For the full story you can download Louis’s slide deck HERE.
Online Reputation | Wayne Denner
Similar to what happens in Vegas… What happens online, stays online. This can be very damaging on a personal level but it can ruin a business if you don’t pay attention to your online reputation.
Because much of the customer journey now takes place online in the form of research you need to pay attention to the pre-shopping phase as much if not more than the purchasing phase.
Companies work hard to create a ‘brand’. However, in the online world Wayne maintained that customers control your brand by what they say about it.
The good news is you can control or at least directly influence the agenda of the ‘brand discussion. You can do this by consistently creating and refreshing powerful content about your brand. The more this gets read and shared the more likely it is to turn up at the top of the search engine results pages. This in itself is great but it also means the negative stories get pushed down the order. As Wayne said ‘if you want to hide a dead body, put it on the 2nd page of a SERP’.
It’s crucial you pay attention to and manage your online reputation as 92% of consumers trust online recommendations. To help achieve this you should
- secure your social media properties
- keep engaged with your audience
- create a blog (if you havent done so already)
- think SEO – own your search results
- have a plan
Negative Comments | Fin Whycherly
In truth, negative comments are often the main reason why companies are reluctant to open a social channel or be active if they have one. Fear can be the main reason companies sit on the sideline.
In reality, negative comments or getting hit by a troll happens in the minority of online experiences… Unless you deserve it.
Fin highlighted some stats that suggested around 80% of companies believe they offer great customer service while only 8% of their customers agreed.
If you are getting hit with negative comments… Is it a social media problem or a business problem?
There only so much social media management will sugar lessen a bad customer experience. If this is happening regularly you need to ‘hug your hater’ and fix the problem.
In reality, if you were doing a fantastic job you shouldn’t need to deal with (too many, if any) negative comments. If the negative comments are coming from a troll this is really where doing a fantastic job pays off.
According to Fin, the probability of selling to a new customer is somewhere in the order of 15-20%. However, the probability of selling to an existing customer is much higher at 60-70%.
If you have done a fantastic job for you customers and built a loyal following on social media, chances are you have a powerful army of advocates that will go in to bat for you when a troll rears its head. A positive review of your company is always more meaningful when it comes from someone else.
But don’t dismiss all negative comments as trolls. Remember that a genuine complaint is from someone who genuinely gives a damn and took time out of their day to let you know. This person just told you how to get better and really does deserve a hug.
Facebook | Julia Brambles
Facebook is very much the big fish in the social media pond. Given it has 1.5 billion monthly users it is waaaay bigger by a multiple than any other social channel.
For companies, it makes sense to have a Facebook ‘Like’ page. But how do you turn those ‘Likes’ into sales. Julia shared a simple way to do it.
First, up you need a lead magnet; a piece of content that draws your audience in. As Louis outlined above, you need to know your audience and their pain points. Your lead magnet will solve a problem for them and make it compelling for them to click on the link in your Facebook post.
Secondly, once you have secured a click you need to create a landing page where the lead magnet will live. Or rather where access to the lead magnet is available. On the landing page you need to have a form to capture the visitors email. In exchange for their email you send them the lead magnet/piece of compelling content.
Thirdly, you’ll need to use an email CRM, like Mailchimp. Once you’ve captured emails in the CRM you now have a captive audience that you can communicate with regularly. This gives you the opportunity to up-sell some of your other products to them in the future.
Julia’s bonus tip in her process was using Facebook Ads to add some uumph. If you create a Facebook ad based on your lead magnet post you are able to target all the ‘Likers’ of your page, guaranteeing they all see and have an opportunity to click your link.
YouTube | Steve Dotto
The main point I took from Steve Dotto’s brilliant talk on YouTube is that not all video should be or needs to be on YouTube.
For example, I have said in other blog posts that Blab is a nice way to re-purpose content as it creates a video of your live stream and will automatically up load it to YouTube at the push of a button. While this is a nice feature it doesn’t have to be used. If the video is a conversation it may not have much appeal as a YouTube video. If it were an instructional, a meaningful interview or a product comparison then there probably is some merit to adding ti to your channel.
Steve also mentioned a great infographic on YouTube from the good folks at KISSmetrics which you can view HERE.
A great way to decide whether the video has a place on YouTube is by thinking about the searchability of the video. YouTube is the 2nd most popular search engine after Google. YouTube also plays a huge role in what Google describes as capturing the micro-moments in people’s’ lives through search.
If you’re happy your video belongs on YouTube here’s four things you need to do to help it get found.
- Create a custom thumbnail for each video and brand it
- Have a good descriptive title
- In the back-end of the video write a good description and choose the appropriate tags
- Always have a clear call to action that migrates the viewer out of YouTube to your website by using annotations or YouTube cards.
Tools | Ian Anderson Gray
Thankfully, it didn’t matter too much as Ian’s session was largely a demo, so I could just sit back and watch.
Here are the tools Ian covered.
I’ve listed a link to the site, what it does and whether there is a free option available.
- MissingLettr | automated social marketing campaigns, spread out over a year | Yes
- ManageFlitter | helps you work smarter and faster with Twitter | Yes
- Buzzsumo | Analyze what content performs best for any topic or competitor | No
- SocialWarfare | WordPress plugin to help with sharing and email capture | No
- Buffer | Scheduling social posts | Yes
- AgoraPulse | Managing social mentions | No
- IFTTT | Connecting apps, channels and tools together | Yes
Were you there?
If you attended the Social Media Summit I’d love to know what you thought. Drop a comment in the box below if you have time.
Thanks for reading.