Pubcon Las Vegas 2013, supported by the industry's leading businesses, speakers, exhibitors, and sponsors involved in social media, Internet marketing, search engines, and online advertising, will offer a week-long look at the future of technology presented by many of the world's top speakers.

1. Conversion In A Social World
Tim Ash - CEO
@tim_ash
October 22, 2013 – Las Vegas
Copyright © 2013 SiteTuners - All Rights Reserved.

2. About SiteTuners
• Conversion-focused website blueprints (full redesigns & quick facelifts)
• Landing page test plans & testing strategy development
• Internal optimization team mentoring & training
• More than 1200 clients since 2002
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

3. Social Media Landscape
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

4. We Must Need New Guides!
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

5. Is Social Media Really New?
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

6. Social Media Is About People
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

7. PART I:
What It Is &
Why It Works
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

8. Social Creatures
Rule of 150
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

9. Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

10. Are There Limits to Our “Socialness”?
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

11. Rule of 150
With a group of 150 or so, formalities are not necessary. Behavior can be
controlled on the basis of personal loyalties and direct contacts. With
larger groups, this seems impossible.
R obin I.M Dunba r, " Ne ocorte x size a s a constra in t on group size in prim a tes," Journal of Human
Evolution (1992 ), vol. 20, pp. 469 -4 9 3.
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

12. What Do We Value in Social Interactions?
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

13. Inconsistency is Thought of as Undesirable
• Beliefs, words, and deeds don’t match
• Confused
• Two-faced
• Mentally ill
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

14. Consistency is Valued
• Logic
• Rationality
• Stability
• Honesty
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

15. Commitment
“Once we make a choice or take a stand, we will
encounter personal and interpersonal pressures to
behave consistently with that commitment.”
- Dr. Robert Cialdini
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

16. Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

17. Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

18. Observations About Commitment
• Simplifies day-to-day operations
• Very difficult to reverse
• Will often lead to much-larger commitments
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

19. The Best Kind of Commitment
• Voluntary
• Public
• Small
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

20. PART II:
Implications For Conversion
& Social Media Strategy
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

21. Make Sharing Easy
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

22. Put Hot Triggers in Front of Motivated People
“Three elements must converge at the same moment for a behavior
to occur: Motivation, Ability, and Trigger. When a behavior does not
occur, at least one of those three elements is missing.”
– Dr. B.J. Fogg – Stanford Persuasion Lab
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

23. Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

24. Micro-conversions
•
Facebook Like
•
Tweets of a single phrase within a blog post
•
Writing a review
•
Rating a product or service
•
Clickthrough to another page
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

25. Humanize The Computer Experience
Humanize The ComputerExperience
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

26. Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

27. Huge Growth in Realistic & Interactive
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

28. Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

29. Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

30. Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

31. Demonstrate Social Proof
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

32. Demonstrate Social Proof
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

33. Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

34. Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

35. Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

36. Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

37. Go Wide and Deep & Measure Everything
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

38. Reach & Engagement – Shoe Brands
Source:
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

39. Number of Fans
11,010,154
3,853,635
3,737,028
1,593,682
70,353
Source:
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

40. Engagement
.3%
.1%
.1%
.1%
0%
Source:
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

41. Case Study – Voting for Photos from Facebook & Twitter
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

42. Case Study – Results
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

43. Fight Massive Filtering
Massive Rejection & Filtering
With Content Domination
•
Content Domination
•
Massive Rejection & Filtering
•
Make Sharing Easy & Get The Micro-conversion
•
Demonstrate Social Proof
•
Humanize the computer experience
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

44. Facebook Displays 0.8% of all Wall Events
100
90
80
70
60
50
40
30
20
10
0
Filtered Out
Displayed
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

45. Recycle Content – Minimum Publishable Unit
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

46. Webinar Lead Capture & Social Sharing
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

47. Post Webinar – Replay, Slides, Transcript
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

48. Blog Post – Comments, Social Sharing
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

49. E-Book – Permanent Downloadable Asset
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

50. Summary of Strategies
1. Make Sharing Easy & Embrace the Micro-conversion
2. Demonstrate Social Proof Through Likeness & Large Numbers
3. Humanize the Computer Experience with Video & Interactivity
4. Go Wide & Deep and Measure Everything
5. Fight Massive Filtering with Content Domination
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

51. Express Review - Special Offer
•
45 or 90-min interactive review of your landing page or site
•
Video transcript recorded via GoToMeeting
•
Includes AttentionWizard “attention heatmap” of page
http://ExpressReviewOffer.com - From $699
$200 Off if you order by Nov 8th (Promo code “PUBCON2013”)
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon

52. 2014: San Francisco - Chicago - Boston - UK - France - Germany
Susan
Weinschenk
Bryan
Eisenberg
Steve
Krug
Michael
Summers
BJ
Fogg
Tom
Davenport
Jared
Spool
Tim
Ash
Patrick
Bultema
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
Roger
Dooley
Jakob
Nielsen
Brian
Massey
Amy
Africa
@tim_ash #pubcon

53. Q&A and Contact Info
tim@sitetuners.com
(619) 990-9062 mobile
(619) 223-8020 work PST
twitter @tim_ash
www.linkedin.com/in/timash
facebook.com/tim.ash1
skype tim_ash1
Copyright
Copyright © 2013, SiteTuners - All Rights Reserved. © 2012, SiteTuners- All Rights Reserved.
@tim_ash #pubcon