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Using Social Proof to Increase Conversion Rates...
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Brandon Schmidt
December 02, 2020
Marketing & SEO
0
20
Using Social Proof to Increase Conversion Rates (Pubcon Cyber 2020)
Presentation given at Pubcon Cyber 2020
Brandon Schmidt
December 02, 2020
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Transcript
Social Proofing Presented by: Brandon Schmidt 5,328 other marketers are
doing it, and so should you
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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%
Social Validation Pack Mentality Consensus
Social Proof
Social Proof
“…one means we use to determine what is correct is
to find out what other people think is correct.” (p.116)
Professional Clappers in 1820s France Claquers
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Uncertainty Similarity Numbers Expertise Levers of Social Proof 👩 💯
👯 🤔
Types of Social Proof Individual Crowd Expert
Individual Proof • Curated Review • User Generated Review •
User Generated Content • Case Study
Individual Proof / Curated Review
Individual Proof / Curated Review
Individual Proof / User Generated Review
Individual Proof / User Generated Review
Individual Proof / User Generated Content
Individual Proof / Case Study
Individual Proof / Case Study
Individual Proof / Case Study
Wisdom of the Crowd • Aggregated Review • Visual Display
• Brag Worthy Numbers • Name Dropping
Crowd Proof / Aggregated Review
Crowd Proof / Aggregated Review
Crowd Proof / Visual Display
Crowd Proof / Visual Display
Crowd Proof / Brag Worthy Numbers
Crowd Proof / Brag Worthy Numbers
Crowd Proof / Brag Worthy Numbers
Crowd Proof / Name Dropping
Expert Proof • Critic Review • Award • Certification
Expert Proof / Critic Review
Expert Proof / Award
Expert Proof / Award
Expert Proof / Local Awards Guide to Winning Local Business
Awards: bit.ly/localawards
Expert Proof / Certification
Negative Effects of Social Proofing
“weapon of influence” Liability Ripe for manipulation Negative Effects /
Unethical Means
Negative Effects / Reverse Response
Negative Effects / Fake
Negative Effects / Fake
Negative Effects / Fake
Negative Effects / Block Out
Case Study:
None
Week 1 Week 2
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Basecamp’s Before & After Page
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Thank You! @brandonschmidt Brandon Schmidt Director of Digital Strategy YDOP
Internet Marketing brandon@ydop.com