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Using Social Proof to Increase Conversion Rates...

Avatar for Brandon Schmidt Brandon Schmidt
December 02, 2020
Marketing & SEO
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Using Social Proof to Increase Conversion Rates (Pubcon Cyber 2020)

Presentation given at Pubcon Cyber 2020

Avatar for Brandon Schmidt

Brandon Schmidt

December 02, 2020
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Transcript

  1. Social Proofing Presented by: Brandon Schmidt 5,328 other marketers are

    doing it, and so should you
  2. None
  3. None
  4. None

  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

  11. None
  12. None

  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:

  47. None

  48. Week 1 Week 2

  49. None
  50. None

  51. Basecamp’s Before & After Page

  52. None
  53. None
  54. None

  55. Thank You! @brandonschmidt Brandon Schmidt Director of Digital Strategy YDOP

    Internet Marketing [email protected]