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Twitter Chat: How to Build an End-to-End Social Media Conversion Process - Transcript & Summary

Twitter Chat: How to Build an End-to-End Social Media Conversion Process - Transcript & Summary featured image

Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 28th February 2017.

Madalyn Sklar hosted a Twitter Chat with Ian Cleary around the topic of “How to Build an End-to-End Social Media Conversion Process”.

Details of our next Twitter Chat:

Topic: Tips for Successful Live Broadcasting
Guest: Ian Anderson Gray – FSocial Media Consultant, International Speaker, Founder of Seriously Social & Co-founder of Select Performers
Date & Time: Tuesday, 7th March 2017, 4.00pm EST
Channel: #SocialROI Chat

Click here for more information about our Twitter Chats.

Below is a curated version of the Twitter Chat with Ian Cleary.

Questions

  1. ‘You generate sales from social media, but not on social media’ – Can you unpack this?
  2. You advocate the ‘PRISM’ model. What is it and how does it apply to social media conversion?
  3. P is for People. How do you best build an engaged audience on social media?
  4. R is for Relationships. What are some effective ways of establishing commercially valuable relationships on social media?
  5. I is for Inbound. How do you direct people on social to your website?
  6. S is for Subscribers. How do you capture the details of your website visitors and why is this so important?
  7. S is also for Social Retargeting. What are some clever ways of retargeting ads to your email subscribers list?
  8. M is for Monetization. How do you close sales and profit from your social media efforts?

Q1) ‘You generate sales from social media, but not on social media’ – Can you unpack this? #SocialROI pic.twitter.com/t4ek6sfWFR
— ManageFlitter (@ManageFlitter) February 28, 2017

Guest Answers

A1: When was the last time you bought something on Facebook? You don’t, you just hear about things! #socialroi
— Ian Cleary (@IanCleary) February 28, 2017

A1: But that will change, there will be more sales on social channels as people demand direct ROI #socialroi
— Ian Cleary (@IanCleary) February 28, 2017

Other Answers

A1: You create a want and demand on social. Social is not for advertising but making products appear real. #socialroi
— Sid says (@Sidneytoldme) February 28, 2017

A1 Social Media allows you to tell your story which engages people to buy your product #TellDontSell #SocialROI https://t.co/BYppuVKSk3
— Jade Alberts Consult (@Jade_A_Consult) February 28, 2017

A1) If you plant an Apple tree. You don’t make money from the tree, you make money from the Apples. Same idea here. #SocialROI pic.twitter.com/goL9JlefF4
— Jeff Reno(e) (@Renoe) February 28, 2017

A1 SM is great 4 exploration to set your own digital outlet. Make first contact & facilitate interest that later converts #socialroi
— Zala Bricelj (@ZalkaB) February 28, 2017

A1#SocialSelling = starting point!
Build relationships/trust
Communicate & add value
Inform
Enlight
Then guide towards sell
#socialroi
— Gabriela Cardoza (@CardozaGab) February 28, 2017

A1. Social builds relationships. Let those established relationships and trust bring the consumers to you for the sale. #SocialROI https://t.co/qIOHu0L0Te
— Viamark Carolinas (@ViamarkCarolina) February 28, 2017

A1) Nurture your social following to build brand advocates that make repeat purchases on site. #socialroi https://t.co/zYdm5Nk2y3
— Simple Marketing (@SimpleMStudio) February 28, 2017

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Q2) You advocate the ‘PRISM’ model. What is it and how does it apply to social media conversion? #SocialROI pic.twitter.com/QuQYlNjatN
— ManageFlitter (@ManageFlitter) February 28, 2017

Guest Answers

A2: PRISM is my 5 step model for going from sharing a social update all the day through to a Sale https://t.co/L9Rs5NLxdG #socialroi
— Ian Cleary (@IanCleary) February 28, 2017

A2: P for people, R for relationships, I for Inbound Traffic, S for Subscribers and Socail Retargeting and M for Monetization #socialroi
— Ian Cleary (@IanCleary) February 28, 2017

It’s important to have a systematic process to follow, analyze and optimize for generating sales #socialroi
— Ian Cleary (@IanCleary) February 28, 2017

A2: Over time I came up with system that worked and then just packaged this up as PRISM! #socialroi
— Ian Cleary (@IanCleary) February 28, 2017

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Q3) P is for People.
How do you best build an engaged audience on social media? #SocialROI pic.twitter.com/ZBlepoLM6I
— ManageFlitter (@ManageFlitter) February 28, 2017

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Guest Answers

A3: Attract people in with great content and build relationships by giving them your attention #socialroi
— Ian Cleary (@IanCleary) February 28, 2017

A3: Engage with your audience to drive Engagement with your audience #socialroi
— Ian Cleary (@IanCleary) February 28, 2017

Other Answers

A3. Cultivate community through quality content, engage audience, & treat everyone as important, not just those w/ big followers #SocialROI
— Ai Zhang (@aiaddysonzhang) February 28, 2017

A3 – Be Generous, Add Value, Be Kind #socialroi
— Liam Lally, Zaddle (@ZaddleMarketing) February 28, 2017

A3. A good tip for building an engaged audience is to create and share good content that “you” would personally be interested in. #SocialROI pic.twitter.com/vbryWG8RWX
— Eloquent Content(@eloquentcontent) February 28, 2017

A3. It is easy to forget there are people behind likes, retweets & click throughs – approach your audience as humans not metrics. #socialroi https://t.co/Ew14aSKR69
— Kevin Garber (@Ke_Ga) February 28, 2017

@ManageFlitter A3: No shame in finding the users within your target audience & giving them a follow so they know you exist. #socialroi
— Dave Zoradi (@davezoradi) February 28, 2017

A3. Twitter chats are the bread and butter. If I miss then I follow up with some key points and engage with participants 1:1 #socialroi
— dorothy iltis cooper (@sittingpretty61) February 28, 2017

A3) Social is about being social, not about selling. It’s important to listen more than your heard. People love being heard. #SocialROI pic.twitter.com/9CiVS8ZtK6
— Jeff Reno(e) (@Renoe) February 28, 2017

A3 #socialroi follow industry leaders, competitors, peers and friends #mixitup just keep engaging + have an opinion https://t.co/T4EJUyuzwa
— Steve Leach (@first4retail) February 28, 2017

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Q4) R is for Relationships.
What are some effective ways of establishing commercially valuable relationships on social media? #SocialROI pic.twitter.com/vfYzrw7rZB
— ManageFlitter (@ManageFlitter) February 28, 2017

Guest Answers

A4: Find and connect with people online and take the conversation offline #socialroi
— Ian Cleary (@IanCleary) February 28, 2017

A4: Invite your audience to the next step (e.g. demo, call, visit etc) #socialroi
— Ian Cleary (@IanCleary) February 28, 2017

Other Answers

A4 Connect with people that either align with your business or fit your target client profile. Show them you care! #socialroi
— Nicholas Thickett (@NThickett) February 28, 2017

A4: If you engage with your target market in ways that are valuable to them, often commercial opportunities will flow from there. #socialroi https://t.co/IHnxlrlTqA
— Kevin Garber (@Ke_Ga) February 28, 2017

A4 Engage Influencers as they add huge value, respond promptly to all tweets #SocialROI https://t.co/VFIceKzDeZ
— Jade Alberts Consult (@Jade_A_Consult) February 28, 2017

@ManageFlitter A4) On Twitter you can organise your followers into lists and then make a conscious effort to engage with them. #socialroi
— Kate Frappell (@katefrappell) February 28, 2017

A:4 Post up to date, relative information. Know your niche. Know their problems. #socialroi https://t.co/DM4a4nv5Vg
— HarvestTrailAgency (@Harvest_Agency) February 28, 2017

A4.Using Live Video on can create instant engagement & is gaining in popularity as customer are able to “see” behind the brand. #SocialROI pic.twitter.com/dGp1eAYYA0
— Eloquent Content(@eloquentcontent) February 28, 2017

A4 Nurture relationships. Get people onboard and in your “house” >sign them up >content, offers, tips/hacks that can help them #socialroi
— Zala Bricelj (@ZalkaB) February 28, 2017

A4
All relationships (commercial or not) need:
-Trust
-Engagement
-Follow up
-Added value
-Respect
-Active listening
-Support
#socialroi
— Gabriela Cardoza (@CardozaGab) February 28, 2017

A4) By not being overly sales + ensuring that the content/offers your sharing are relevant + personalised where possible #socialroi https://t.co/Fuc1TDGR1L
— Simple Marketing (@SimpleMStudio) February 28, 2017

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Q5) I is for Inbound.
How do you direct people on social to your website? #SocialROI pic.twitter.com/TGfcXaw5wB
— ManageFlitter (@ManageFlitter) February 28, 2017

Guest Answers

A5: Create valuable content and share it often (don’t forget to pin also) #socialroi
— Ian Cleary (@IanCleary) February 28, 2017

A5: If you content that stands out (blog, video, podcast) people will visit your website #socialroi
— Ian Cleary (@IanCleary) February 28, 2017

Other Answers

A5. Make sure that all social profiles have accurate, working links to move your customer along in the #conversion process. #SocialROI pic.twitter.com/rAohVNFglA
— Eloquent Content(@eloquentcontent) February 28, 2017

A5 Great Question! You can use your profile, add links to posts (get them excited), DM (please no auto-dms) and your responses#socialroi
— Nicholas Thickett (@NThickett) February 28, 2017

A5 – You can use “pieces” of content – esp. video – to capture curiosity and point to the rest of the story… #socialroi
— Amanda Ray (@Amanda_Ray) February 28, 2017

@ManageFlitter A5: I’ve seen success by first find/connect with target audience >create convos first >then give them links #socialroi
— Dave Zoradi (@davezoradi) February 28, 2017

A5 Keep the website structure clear and simple. Don’t make visitors guess what to do or get lost in your ineffective CTAs #socialroi https://t.co/JdIFfVFQN3
— Zala Bricelj (@ZalkaB) February 28, 2017

A5) Rich snippets and blog/article post tasters are a huge driver for us. Relevancy is key to engagement. #socialroi https://t.co/ypmOiJ98g4
— Simple Marketing (@SimpleMStudio) February 28, 2017

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Q6) S is for Subscribers.
How do you capture the details of your website visitors and why is this so important? #SocialROI pic.twitter.com/CNHvbGennm
— ManageFlitter (@ManageFlitter) February 28, 2017

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Guest Answers

A6: Use @optinmonster to capture details of email subscribers, awesome tool #socialroi
— Ian Cleary (@IanCleary) February 28, 2017

A6: If you don’t know your email conversion rate, there is room for improvement! #socialroi
— Ian Cleary (@IanCleary) February 28, 2017

Other Answers

A6. Offer the customer an incentive to provide contact info such as email, or mobile phone so that you can keep them informed. #SocialROI pic.twitter.com/l6QXam00iz
— Eloquent Content(@eloquentcontent) February 28, 2017

A6 No point putting up a website if not tracking what’s going on>where ppl come from, time spent, sing-ups, returning visitors #SocialROI https://t.co/Ujj0xPvKD8
— Zala Bricelj (@ZalkaB) February 28, 2017

A6 – if someone subscribes that should be a massive endorsement to your value – don’t waste it by instantly selling via email etc #socialroi
— Liam Lally, Zaddle (@ZaddleMarketing) February 28, 2017

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Q7) S is also for Social Retargeting.
What are some clever ways of retargeting ads to your email subscribers list? #SocialROI pic.twitter.com/OrEB22gzWI
— ManageFlitter (@ManageFlitter) February 28, 2017

Guest Answers

A7: You can upload your email subscribers to Facebook to retarget. Good for promotions #socialroi
— Ian Cleary (@IanCleary) February 28, 2017

A7: You can retarget email subscribers just after they revisit a sales page! #socialroi
— Ian Cleary (@IanCleary) February 28, 2017

Other Answers

A7 If they’re using the same email addresses w their social properties, you can target them via boosted posts and social ads… #socialroi
— Amanda Ray (@Amanda_Ray) February 28, 2017

A7 – segment and send based on interactions with previous campaigns. #socialroi
— Scott Donald (@scottgwd) February 28, 2017

A7 If you haven’t invested in a google/facebook pixel on your website… you’re sacrificing your paid ad ROI #socialroi
— Nicholas Thickett (@NThickett) February 28, 2017

A7a) Re-targeting can be a dangerous proposition. People are very guarded about their personal information and being watched. #SocialROI
— Jeff Reno(e) (@Renoe) February 28, 2017

A7b) Having been a digital media strategist in another life, the opportunity is lucrative if done right. #socialROI
— Jeff Reno(e) (@Renoe) February 28, 2017

A7c) Just remember that when it comes to retargeting, what you say is as important as where you say it. #SocialROI
— Jeff Reno(e) (@Renoe) February 28, 2017

A7. Sending out special offers like email coupons is a good way of retargeting customers have already expressed an interest. #SocialROI pic.twitter.com/UfhcLTBKfO
— Eloquent Content(@eloquentcontent) February 28, 2017

A7 – don’t forget to use this segmentation info from GA in targeting similar audiences elsewhere #socialroi pic.twitter.com/Txd8u014SC
— Liam Lally, Zaddle (@ZaddleMarketing) February 28, 2017

A7)
– Mailchimp – Facebook list integration.
– Link tacking and segmentation
– Lookalike audiences
– Gathering big data#socialroi https://t.co/rjEuQEcJ76
— Simple Marketing (@SimpleMStudio) February 28, 2017

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Q8) M is for Monetization.
How do you close sales and profit from your social media efforts? #SocialROI pic.twitter.com/vKs5V19apR
— ManageFlitter (@ManageFlitter) February 28, 2017

Guest Answers

A8: Build our your sales funnel using a marketing automation tool – #socialroi
— Ian Cleary (@IanCleary) February 28, 2017

A8: Track your funnel and optimize each stage #socialroi
— Ian Cleary (@IanCleary) February 28, 2017

Other Answers

A:8 make sure y have solved a prob 4 ur customer & ask for the sale- never be afraid to ask for the sale. #socialroi https://t.co/FAA3579w5h
— HarvestTrailAgency (@Harvest_Agency) February 28, 2017

A8 – funnels and sequences all work towards converting to a sale. If they drop off, follow up with a new sequence #socialroi
— Scott Donald (@scottgwd) February 28, 2017

A8. Educate the customer, address all of their concerns prior to closing to allow for the conversion process to complete smoothly #socialROI pic.twitter.com/ZHhpLMfbI3
— Eloquent Content(@eloquentcontent) February 28, 2017

A8) If you do a good job you won’t have to. Your advocates will sell on your behalf because of how much they ID with your brand. #SocialROI pic.twitter.com/LfxLCLhpCx
— Jeff Reno(e) (@Renoe) February 28, 2017

We hope the above has provided some useful information.
Join our next #SocialROI Chat next week on
Tuesday, 7th March 2017, 4.00pm EST.

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