1. Social Success: Using
Facebook as a Landing
Page & Converting in the
Social Eco-system
Ric Dragon, DragonSearch
Justin Rondeau, TemplateZone

2. Ric$Dragon$
CEO$DragonSearch$
@ricdragon$
$
Author$of$$
Social$Marketology$
coming$June$2012$
$
$

6. LEAD$
GOLD$

9. US$ THEM$
• To$be$recognized$
• To$be$liked$
• To$be$safe$

11. • They$buy$something$from$you$
• Social$proof$

12. • They$buy$something$from$you$
• Social$proof$
• Influencer$outreach$
• Share$of$voice$in$community$
• Engagement$
• AmplificaLon$
• Like$more$

13. • They$buy$something$from$you$
• Social$proof$
• Influencer$outreach$
• Share$of$voice$in$community$
• Engagement$
• AmplificaLon$
• Like$more$

15. Balanced$Scorecard$
Financial$
Learning$&$
Customer$
Growth$
Internal$
Business$
Process$

18. hRp://darmano.typepad.com/logic_emoLon/2007/08/theYmarkeLngYs.html$

19. hRp://socialsteve.wordpress.com/$

20. • They$buy$something$from$you$
• Social$proof$
• Influencer$outreach$
• Share$of$voice$in$community$
• Engagement$
• Shared$
• Like$more$

21. 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$2012$
$

22. Collaboration
Conversation
Conversion
Justin Rondeau
Director of Marketing
@jtrondeau
#convcon
#convcon!

23. Social Media is More than
just Facebook & Twitter
Blogs & Community Q&A Sites/Forums! News & Bookmark
Boards! Aggregators !
Don t spread yourself too thin!!
Think Divide and Conquer !
#convcon!

24. • Facebook is
So you want
nearing 800 Million to go social…
users!
• It also dominates!
user time spent
online!
#convcon!

25. WARNING
Don t start on Facebook unless you
Clear!
have created these types of goals
Measurable!
Realistic!
#convcon!

26. Designs are Critical on
Facebook
Look how these
Bose Doesn t!
pages stand out
Quite Get the
Picture!
!!
#convcon!

27. They are all all of the !
What do established
previous pages have in common?!
brands
#convcon!

28. 90% of your Fans NEVER
Return to Your Page!
Social Media is about community, you
90% of Your Fans will!
You Need to Make your impact!
need a great looking & persuasive landing
REMEMBER!
NEVER Return to Your Page!
tab to turn visitors into fans.
Designs are the first and most crucial
step to reap the benefits of Facebook
#convcon!

29. Fan Cycle & SocialDesign generates!
Your Reach
a micro conversion!
1. Fan Visits Page
2. Likes Page
3. Interacts with Page
4. People within the Fan s
Community Building!
Network see activity
Turn Likes into Leads!
5. Fan s friend visits page
and Leads !
6. Repeat 2-4
into Conversions!
#convcon!

30. Crafting Your Page
• Fan-Gated
Content
• Clear Call to
Action, e.g., Like
Us
• Incentive to Act
#convcon!

31. Perricone MD Gets it
thoughno wonder!
It show!
Landing Tabonly!
Look at for"
Even
10% of Why they have !
New Visitors!
Many your Fans!
tabs!
Return 22,626page!
to your Fans!
They have! them!
Perricone gives
Plenty to look at!
#convcon!

32. Tools To Help Create Landing
Tabs
Free Tools! Paid Tools!
#convcon!

33. Increase Traffic to Your Page
Facebook Ads
Social Plug Ins
#convcon!

34. Measure Your Influence
Facebook Insights ! EdgeRank Checker!
TwentyFeet!
Crowdbooster!
Unilyzer!
Social Bakers!
#convcon!

35. Be Careful with 3rd Party
Tools!
In a study by
EdgeRank Checker
decreases
engagement by
80%
Great for analyzing,
not for engaging
#convcon!

36. Remember:
Have Fun &
Engage Your
Fans
#convcon!

37. Social Page Builder
Create a Facebook
Page in minutes
250+ Agency Quality
Templates to Craft a
landing tab
Amazing Additional
Features
#convcon!