Utilisez les r seaux sociaux pour optimiser le taux de conversion
Transcript of Utilisez les r seaux sociaux pour optimiser le taux de conversion
Utilisez les réseaux sociaux
hi whats up?
socialmedia
réseaux sociaux pour optimiser le
taux de conversion de
votre site Internet
hi whats up?
14%
13%
11%
38%
35%
49%
48%
52%
40%
Contextual targeting
Behavioral targeting
Geotargeting
Low ROI - not worth effort High ROI Medium ROI
31%
27%
25%
15%
16%
27%
17%
30%
53%
46%
57%
55%
-40% -20% 0% 20% 40% 60% 80% 100%
Weekparting
Testing different search engines
Dayparting
Demographic targeting
Source: MarketingSherpa, Search Marketing Benchmark Survey, June 2008Methodology: Fielded May 15-27, 2008, N=1,928
C = 4M + 3V + 2(I – F) – 2A ©
C = Conversion probabilityM = Motivation of the userM = Motivation of the user
V = Value proposition clarityI= Incentive to take action
F = Friction elements A = Anxiety
For more information about the conversion index, visit www.MarketingExperiments.com
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(+ 200 IMC present)
– New Internet Marketing Research ToolsResearch Tools
– Landing Page Optimisation– Web 2.0 (Design, WSI
Live, …) – Local Search
–SMO
Social Networking Sites Market Share
What Is Social Media
Social media is an umbrella term that defines the various activities that integrate defines the various activities that integrate
technology, social interaction , and the construction of words, pictures,
videos and audio.
- Wikipedia, July, 2008
Who Is Using Social Media?
• Using Facebook• Using YouTube• Using Twitter• Using Blogs
Social Media is Like Ice Cream
How to Start ?
Types of Social Media
•MySpace•MySpaceSocial
Bookmarking Sites •Wikipedia•WikipediaVideo/Photo/Music
Sharing Sites •Blogger•Blogger•MySpace•Facebook •Bebo•Orkut
•MySpace•Facebook •Bebo•Orkut
Social Networking Sites
•Digg•Technorati•Stumbleupon•Del.icio.us
•Digg•Technorati•Stumbleupon•Del.icio.us
Bookmarking Sites •Wikipedia•Scribd•Twitter•Squidoo•Gather
•Wikipedia•Scribd•Twitter•Squidoo•Gather
Content Sharing Sites
•YouTube•Flickr•Photobucket•Metacafe•Last.fm
•YouTube•Flickr•Photobucket•Metacafe•Last.fm
Sharing Sites •Blogger•Wordpress•Moveable Type•Yahoo 360!•MSN Spaces
•Blogger•Wordpress•Moveable Type•Yahoo 360!•MSN Spaces
Blogging Sites
Social BookmarkingIs a popularity contest
There is a right way
wrongand a wrong way to bookmarking
Social Bookmarking• Google gets suspicious if your webpage
suddenly has hundreds or thousands of bookmarks
Google Cop
• Google thinks that you must have paid them to “hang out with you”
• Build exposure in a natural way
Online Brand Reputation• Online Brand Management
is about protection. It's about knowing everything, about knowing everything, positive and negative that is impacting your brand online
•Maintain the integrity of a carefully nurtured brand
Lets See How Fast Information Spreads Online
parent company of
In 2002 they had a
bankruptcy filing
(6 years ago)
A reporter accidentallyaccidentally
posted the old bankruptcy filing on a current page of a
local newspaper
The site was using social media tools and quickly bumped it up tools and quickly bumped it up
to the “most read” stories section
Through RSS, the information goes out over Bloomberg's news
terminals worldwide.terminals worldwide.
UAL Corporationbankruptcy
Google picked up the news articles on both accounts and it
was quickly optimized
Headline across the Internet read: “United Airlines files for Ch. 11 to cut costs."
• Wallstreet quickly quickly picked up on the news and started to sell in a panic!
UAL's stock crumbled and went from $12.30 to as low as $3!
The price recuperated after the truth was found out , but many stock holders had already sold at rock bottom prices
Market Dive
• Even shares of other carriers, including Continental Airlines Continental Airlines Inc. and AMR Corp the parent of American Airlines, also briefly dived with UAL before rebounding.
1st Moral of the Story: Manage Your Online Brand Reputation
• Ensure that you • Ensure that you know if anything is impacting your brand as soon as possible!
2d Moral of the Story: Leverage the Power of Social
MediaMedia
• Leverage the power of RSS – Real Simple Syndication!• Use social media tools to showcase “top stories”, Google will often look at these!
One of the Ways to Positively Influence Your Brand Reputation Blogging
• Must go in with the right mindset• Must go in with the right mindset• It’s not just about revenue or page views• The primary purpose has to be conversation
and community• If you do those two things right then SEO and
all the other benefits should follow.
Another Ways to Positively Influence Your Brand Reputation
Build a ProfileFill in as much detail as possible
“Build it and they will come”
OK – not exactly true, you need to build out your network
SEO & SMO Work Together
Hello. I’m SEO.
And I’m SMO.And I’m SMO.
Opportunity for YOUIncrease
Brand Awareness
PromoteProductsAwareness
PromoteServices
Get Indexed Quickly
Dominate The Search Engines
DON’TMISS
Social media is now where SEO was
8 YEARS AGO
THIS OPPORTUNITY
DON’TMISS
otherwise you will ….
REGRET IT
COMEJOIN THE CONVERSATION
REGRET IT
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