Presentation from Feverbee's SPRINT 2016 event in London.

1. How To Convert
Digital Engagement
Into Leads and Sales
SPRINT LONDON 2016

2. A quick story
To begin, I want to share the story of a creative
campaign we launched on behalf of a client.
We made three pieces of creative content for a photo
printing client. Each piece visualised some surprising
facts about different social photo sharing networks.
We got great results, and even a brand mention in a
Buzzfeed video with 630k+ views.

3. Results
Featured in
862 Linking Root Domains
13,800+ Facebook engagements and 6,000+ Twitter shares
over 1 million Visitor Sessions and 157% increase in YOY traffic

4. sddClient’s reactionasdfs
e smashing our agreed targets, we hadn’t moved the right needles for them, and
n’t shown how our work was going to actually benefit the business’s bottom line.

5. Lesson #1
Sometimes it’s not about creating more
value, it’s about proving value.

6. We have a perception problem.

8. Attribution
Get credit for the work you’re
already doing.
Application
Use the principles of engagement to
move your users more effectively
through the user journey cycle.
2 Ways to Convert Engagement into Leads and Sales

9. We’re all familiar with the linear “funnel” concept

11. Sometimes Engagement Strategies Look Like
This
Step 1: Create Engagement
Step 2:???
= Profit

12. When It Should Look More Like This
Step 1: Create Engagement/Engaged Users
Step 2: Leverage Engaged Users to Move Them
and Their Friends Through The User Journey
= Profit

13. The 4 Phases To Benefit From Engagement
Brand
Awareness
and Loyalty
2.
Research
and Testing
3.
Micro-
Conversions
4.
Incentives
and Offers

14. Engage

15. Brand Awareness and Brand Loyalty

16. Common Mistakes - Too Sales-y and Inauthentic
The popularity of the
‘Condescending
Corporate Brand’
satire pages on
Facebook and Twitter
speaks for itself.

17. Common Mistakes - Off Brand Message
KitchenAid’s poorly judged tweet
after a presidential election
debate between
Romney and Obama had
Romney declared winner.
Problem: tasteless?
Perhaps. But in any case,
nothing to do with
their brand or product.

18. Discover

19. Audience Research and Data Gathering

20. Audience Research: Who are my audience?

21. Attribution
Run a report using DemographicsPro.
Provide to your marketing team for
insights into audience personas.
Send an email survey to your email list
to identify key demographics and
well-performing sales channels.
Application
Use your community, your email list
and/or your social media following as
a ready-made survey sample set.
Audience Research: Take Action

22. Segmentation and Persona Creation:
How does my audience break down in groups?

23. Attribution
Tag campaigns you’re currently
running (or planning to run) in order to
get credit for later sales.
Contact your email list and ask for
quick feedback, and then sort
respondents into ‘positive’ and
‘negative’ segments.
Application
Follow up with ‘positives’ for reviews
and ‘negatives’ for addressing the
issue.
Use insight from tagged campaigns to
better target your next one.
Segmentation and Persona Creation: Take Action

24. Testing and Focus Groups:
What should I say to my ideal customers?
Case study: Obama email campaign

25. Testing and Focus Groups:
What should I say to my ideal customers?
Case study: Obama email campaign

26. Attribution
Use your social media and/or blog and
content analytics to identify popular
content among your core audience.
Use previous campaign results to
identify messaging which resonates
with your core audience.
Application
Push popular content with paid social
promotion to increase reach.
Treat your community and/or
followers as your first testing ground
whenever your team is running tests.
Caveat: be smart and remember choices your
users previously made.
Testing and Focus Groups: Take Action

27. Explore

28. Micro-Conversions and the Sales Funnel

29. What is a micro-conversion?
Anytime a user takes an action, he or she is performing a ‘micro-conversion’.
Some examples:
- email signups
- social post clicks
- app installs
- comments on a forum
- social post shares
- etc.

31. ut they become even more powerful in combination with activation tactics.

32. Example: Distilled email list

33. Example: Google Fit

34. Example: Productivity Content for Client

35. Example: Marie Forleo B-School

36. Example: Sara Dann Beachbody Coach Training

37. Get the Credit: Take Advantage of User Logins
.

38. Track the Person, Not the Device
Attribution + Application
Implement Universal Analytics.
This is a great first step towards user-based tracking. Be aware of the
limitations, however: users have to be logged in to track them across
device.

39. Buy

40. Deals, Offers and Rewards

41. 15% of people follow a
brand for offers and deals
“In Europe and the US, consumers would not care if 92% of brands ceased to exist.”

42. Attribution
Identify value of currently running
campaigns based on micro-
conversions.
Ensure that all offers, deals,
competitions and rewards schemes
are unique to a single platform and
tagged accordingly.
Application
Have different offers for Facebook than
Twitter, and for email subscribers than
for active users. This allows to you
identify differences in behaviour.
Combine research + incentive to create
an irresistible offer for your perfect
customer.
Focus on your super-users.
Incentivising Engagement: Take Action

43. Key Takeaways

44. Engagement activities need to be
integrated within the bigger
marketing picture.

45. You can increase conversions for your
channel just by taking credit for your
own work.

46. Include campaigns for each of
the 4 key areas in your
engagement strategy.

47. The 4 Ways To Benefit From Engagement
Brand
Awareness
and Loyalty
2.
Research
and Testing
3.
Micro-
Conversions
4.
Incentives
and Offers

48. Thank You
questions?