Tools and metrics to create a social media presence that is focused on driving conversion.

1. LEAD CONVERSION WITH SOCIAL MEDIA
Social Commerce 2017
@saraohman

2. SARA=
EXPERT ON
BEHAVIORS +
ALGORITHMS
YOU =
EXPERTS ON
CONTENT

3. 1. AUDIENCE - BEHAVIORAL
2. WORKFLOW – SEQUENTIAL
3. CONTENT – BEING CREATIVE VS.
BEING SPECIFC
CONTENT

4. PAID MEDIA
+
DYNAMIC MEDIA
SOCIAL MEDIA
MAGIC

5. BUDGET
CONVERSION
REACH
VIRALITY VS.
BUDGET

6. THE HUNT FOR
INTERACTIONS
INCREASE
REACH

7. PART 1: AUDIENCE
USE DATA TO UNDERSTAND
THEIR BEHAVIOR

8. RELEVANCE
TO BE CONNECTED
TO THE SUBJECT OR
SERVICE OFFERED.

9. YOUR CONTENT IN
THE SOCIAL MEDIA
UNIVERSE

10. SAVED CUSTOM LOOKALIKE
• Geography
• Demographics
• Interest
Ø Be quite specific
• Web traffic
• Customer list
• Interactions
Ø The more data the
better
• Twin profiles
• Customer list or
Facebook fans
Ø Your selection can
not be to small

11. ”BUBBLES”
MAP
CONNECTIONS
WITHIN YOUR
TARGET GROUP.

12. SUPER FANS
SCEPTICS
THE CROWD
Users most likely to interact with your content
Likely to promote / High engagement
Users in need of ”proof” before they interact
Neutral / Neutral engagement
Users that are influenced by their peers
Neurtal / Low engagement

13. SCEPTICS
THE CROWD
SUPER
FANS

14. “FAMILY LIFE”
“EARLY ADOPTERS”
“FINE TASTING”
PAYING
CUSTOMERS
INFLUENCE INSTRUCT
DISTRIBUTE
SUPER FANS
SCEPTICSTHE
CROWD
Married Children
+ 45 Travel
Single + 35
Partner 35-45
Politics Fine dining
WHO ARE THEY?
Tech at Reddit Stockholm

15. SEGMENTTO
BECOME RELEVANT
(EVEN IN SOCIAL MEDIA)
COLLECT
DATA

16. PART 2: ACT SEQUENTIAL
HOW TO ACTIVATE USER IN A
WORLD OF DISPOSABLE MEDIA

17. PREP FOR THE
BEST SCENARIO
SEQUENTIAL
MARKETING

18. CRITICAL
ACTIVITY 1
CRITICAL
ACTIVITY 2
CRITICAL
ACTIVITY 3
SUPPORTING ACTIVITIES SUPPORTING ACTIVITIESSUPPORTING ACTIVITIES

19. Once upon a time I was driving through a dessert when suddenly a unicorn crossed the road. He waved and told me “Make sure you stop at Dagnys for burgers”
SUPPORTING
CONTENT
SUPPORTING
CONTENT
SUPPORTING
CONTENT

20. “This is our awesome service that will make your life easier because of factor X,Y, Z. It provides you with content like this and that.. “
SUPPORTING
CONTENT
SUPPORTING
CONTENT
SUPPORTING
CONTENT

21. THE
MYSTICAL
CLICK
”I MIGHTAS WELL
CONVERT IF I HAVE
CLICKED ON IT.”

22. ATTRACT
ENGAGE
ACTIVATE
CONVERT
INTERACTIONS
ENGAGEMENT
CLICKS
$

24. CLICK TO
SITE
SIGN UP
ON SITE
FIRST
INTERACTION
PRODUCT
COLLAGE
BRAND
VIDEO/PIC
CLICK AD
2
CLICK AD
3
REACH
AD
ENGAGEMENT
AD
VIDEO
AD
CLICK
AD
LEAD
AD
CONVERSION
AD
CONVERSION
AD
1 SEK 2 SEK 5 SEK 12 SEK 25 SEK 37 SEK 50 SEK
LOOKALIKE
AUDIENCE
CUSTOM
INTERACTIONS
SAVED
AUDIENCE
CUSTOM
TRAFFIC
CUSTOM
TRAFFIC
CUSTOM
TRAFFIC

25. PART 3: CONTENT
HOW TO GET INTERACTIONS

26. 1. FEELINGS
2. RELATEBLE
4. CHARISMA
3. EDUCATIONAL
5. SHAREBLE
RECEPIE FOR
GREAT CONTENT

27. FEELINGS
Make people feel

28. RELATEBLE
Everyday moments
and big happenings

29. EDUCATIONAL
Provide insigts

30. CHARISMATIC
Desire to achieve someting

31. SHARABLE
Message likely to be
share in their own
channels/to friends

32. ”VIRAL” CONTENT
POP CONTENT
VIP CONTENT
PRODUCT FOCUS
Unique and sticky content spread widely
🦄 🦄🦄 / Feelings / Shareble
Memes and other popular content easy to relate to
Relateble / Shareble
Content focusing on product/service specifications
Feelings / Educational
Unique content/offers for selected users
Relateble / Educational

33. VIP
OFFER
UNIQUE
”VIRAL”
CONTENT
CREATIVE
FAMILIAR
DIRECT
PRODUCT
OFFER
POPULAR
CONTENT

34. ATTRACT
ENGAGE
ACTIVATE
CONVERT
”VIRAL” CONTENT
POP CONTENT
VIP
PRODUCT
BROAD AUDINCE
FANS+FRIENDS
ENGAGED FANS
LOYAL USERS

35. 3 TYPES OF CONTENT
ENTERTAININGSTORY EDUCATIONAL

36. STRUCTURE
YOUR CREATIVE
PROCESS
CONTENT
TEMPLATE

37. C
R
E
A
T
I
V
E
C
O
N
C
E
P
T
STORY
ENTERTAIN
TEACH
Brand
News
Opin-
ion
Humor
Drama
Everyday
Tutorial
Guide
Statistics

38. 1. AUDIENCE - BEHAVIORAL
2. WORKFLOW – SEQUENTIAL
3. CONTENT – BEING CREATIVE VS.
BEING SPECIFC
THREE
STEPTS

39. QUESTIONS
HEJ@SARAOHMAN.SE
SARA ÖHMAN