Part IV: Your Influence: Measuring And Optimizing Social Conversion
1:00 P.M. – 2:15 P.M.
Your customers now have the tools to broadcast their opinion of your product, company and brand. No, you can’t take these tools away. But, these same tools make it possible for you to listen in on what is being said, and even encourage customers to talk about their experience. This is Earned Media, and it will be an important part of your marketing strategy.
Takeaways:
1. Which is more valuable: paid media or “earned media?”
2. The post-purchase funnel: what is a social conversion?
3. What can you measure to determine your social conversion success?
4. Where are your touch points, the social equivalents of landing pages?
Exercise:
Define your social touch points: those you have and those you need.