@hedenius, a distinguished and most prominent colleague of mine came up with the idea for this post. The 100th post of jesperastrom.com. Social Media and conversion is one of those questions I think about all the time. The foundation for my analysis lies within the presentation I held at Searchmeet in 2009. It is all about baby steps, looking for small conversions leading to the final goal of a financial transaction.
This post will display one of those matrixes. Maybe not as useful as the one linked to above, but for organizations stuck in SEO-land, it might help with the visualization of where to go and what to do in order to go there.
Irrational economic decisions are made all the time in order to get something now, that will really cost us more in the long run than the value it gives us right away. Theories on irrational economic decisions are quite interesting when discussing social media KPIs as the basis of recommendation, word-of-mouth marketing, which is the basis of social media marketing, is really quite irrational in itself.
It is all about creating an artificial value that is placed on top of an actual value. I feel I need an example for this one.
The example of the Red ball
Imagine a red ball. It is spherical and red. Now imagine another red ball. It is spherical and red. Which ball is worth the most? Read More
A Key Performance Indicator is a measure of how good or bad you are performing on some measurements that are key to your business success. Generally a KPI is constructed as the sum or regression of some specific success events that you have pre-determined to be good for your company’s performance. Ie. a KPI should produce an indicator whether or not you will be successfull in reaching your goals.
For an e-commerce website these KPIs and success events are quite easy to determine and measure as anything that leads to a sale, or is in fact a sale, makes up the core of your existance. Hence, any kind of event that leads the user to commit the most profitable choice for you should also count as success events in your KPI.
With regards to corporate communication, events such as downloads of quarterly reports or whitepapers can be crucial for your corporate communication and should hence be defined and measured as success events leading to your aggregated KPI.
Social media and KPIs
With the introduction of social media in the toolbox for analyzing web success the regular model has to be extended. Problems in defining what actually determines your success has appeared on the skyline. What are the success events of social media? What can you as a company measure to know whether or not you are successful in what you do in social media? Read More
Here you see a picture of my newly added Google docs account. If you are working with any type of affiliate marketing this is the best launch pad for your viral campaigns. Using this, the pirate bay and YouTube, you can create an under ground viral campaign targeting special target groups.
How to prepare the Google Docs viral campaign
Create a Google Docs account. Depending on what your purpose is, you should create a user name that sounds pretty under cover. For example, if you work with sales of computer games or web hosting, you should create some kind of techy name that plays upon some well known profile within a game or within the industry. Read More
If you are looking to convert through social media, you have to recognize that it is a completely different task than converting traffic from a search engine.
In this post I will quickly run through two situations where the mindset of a person will enable you to make a sale through social media.
- The must have buy
- The viral buy
First of all you have to take the mindset of people engaged in social media into consideration. Imagine the off line activity when you sit with your loved one in a restaurant and all of a sudden one of those flower guys shows up to harrass you.
In any circumstance other than this one you would probably flick him off and hope he/she goes to hell for intruding with a sales proposal whilst you are trying to engage in some quality time with your babe. However, you see your loved ones face, how desparately he/she wants a flower, whether or not Read More