Using Social Proof to Increase Conversion Rates (Pubcon Cyber 2020)

Presentation given at Pubcon Cyber 2020

Transcript

1. Social Proofing Presented by: Brandon Schmidt 5,328 other marketers are doing it, and so should you
5. General message about water consumption 75% of guests in this hotel use their towels more than once 75% of guests in this room use their towels more than once +26% +33%
6. Social Validation Pack Mentality Consensus
7. Social Proof
8. Social Proof
9. “…one means we use to determine what is correct is to find out what other people think is correct.” (p.116)
10. Professional Clappers in 1820s France Claquers
13. Uncertainty Similarity Numbers Expertise Levers of Social Proof 👩 💯 👯 🤔
14. Types of Social Proof Individual Crowd Expert
15. Individual Proof • Curated Review • User Generated Review • User Generated Content • Case Study
16. Individual Proof / Curated Review
17. Individual Proof / Curated Review
18. Individual Proof / User Generated Review
19. Individual Proof / User Generated Review
20. Individual Proof / User Generated Content
21. Individual Proof / Case Study
22. Individual Proof / Case Study
23. Individual Proof / Case Study
24. Wisdom of the Crowd • Aggregated Review • Visual Display • Brag Worthy Numbers • Name Dropping
25. Crowd Proof / Aggregated Review
26. Crowd Proof / Aggregated Review
27. Crowd Proof / Visual Display
28. Crowd Proof / Visual Display
29. Crowd Proof / Brag Worthy Numbers
30. Crowd Proof / Brag Worthy Numbers
31. Crowd Proof / Brag Worthy Numbers
32. Crowd Proof / Name Dropping
33. Expert Proof • Critic Review • Award • Certification
34. Expert Proof / Critic Review
35. Expert Proof / Award
36. Expert Proof / Award
37. Expert Proof / Local Awards Guide to Winning Local Business Awards: bit.ly/localawards
38. Expert Proof / Certification
39. Negative Effects of Social Proofing
40. “weapon of influence” Liability Ripe for manipulation Negative Effects / Unethical Means
41. Negative Effects / Reverse Response
42. Negative Effects / Fake
43. Negative Effects / Fake
44. Negative Effects / Fake
45. Negative Effects / Block Out
46. Case Study:
48. Week 1 Week 2
51. Basecamp’s Before & After Page
55. Thank You! @brandonschmidt Brandon Schmidt Director of Digital Strategy YDOP Internet Marketing brandon@ydop.com