How Social Listening Can Increase Webinar Signups

How Social Listening Can Increase Webinar Signups

international-cro-day-LogoOn April 9, Unbounce is hosting the very first International Conversion Rate Optimization Day (#CRODAY), a free global event full of meetups, webinars, Twitter chats, and other events dedicated to celebrating conversion rate optimization.

As someone who has been successful using social media in conjunction with conversion optimization tools like landing pages and email marketing, my friends at Unbounce teamed me up with social pros at Buffer, Sprout Social, Mack Web Solutions, and Cloudpeeps to share our stories in a free hangout titled Capturing and Converting Using Social Media.

social-panel-HOA

You can (and should) watch the replay here. It’s free, and you’ll learn a lot!

But while we’re on the topic of capturing and converting using social media, let’s talk about how one of my favorite social network analysis tools, NOD3X, is helping me do just that.

NOD3X (pronounced “No Dex”) is a social network analysis tool, and in this video below I show you how I’m using it to:

  1. Increase my own influence around the #CRODAY hashtag by managing my engagement on a network (Twitter) that has high volume and where my own influence is light, and
  2. Discover opportunities to invite others to my own event and get others to share it with their own networks.

This taps into only one of the many useful features of NOD3X for managing a social presence focused on capturing and converting using social media. I felt it was appropriate to combine the announcement about #CRODAY on my blog with this video because it’s an example of exactly how to use social listening and social network analysis to make big strides when you’re a part of an event.

You could apply these techniques in so many different ways for your own marketing initiatives, too. As you saw in the Relations graph for Twitter, there are so many missed opportunities to engage with people talking about events; we focus too often on cozying up to influencers, and that’s important because of their ability to amplify our own message, but at the same time look at how many more people you can directly impact, and who would be much more likely to respond to an invitation once you’ve built some basic rapport with them.

UPDATE: So, How Did It Go?

After publishing this video and article, I created a trackable link to our event that I would promote anytime I engaged with someone about Conversion Rate Optimization Day using the techniques outlined above. Our event landing page was converting at approximately 25% which means that our average signup rate was 1 out of 4 people. How did my trackable link compare?

(dates reported below: March 31-April 8. On April 9, International Conversion Rate Optimization Day, I used the trackable link for blanket promotional tweets and links, plus we hosted our event on the same page so conversion wasn’t a top priority during the event itself).

Total clicks on my link during this period: 89

Hypothetically attributed signups at 25% conversion: 22

Total signups during period: 71

Without a deeper analysis of specific traffic sources by day, or adding campaign tracking to our trackable URL, it’s difficult to say exactly how many of those 71 signups came from the 89 clicks. Even on April 6th, where I received the exact number of clicks on the link as people who signed up, they could be different people, because the conversion rate on April 6th was not 100% (meaning people came to the landing page that day who did not sign up).

Influence Reality Check

I definitely saw a positive return on my time invested in using NOD3X to listen, analyze, and engage with the people surrounding this event. The two images below illustrate the activity on my Twitter account in the month prior to tracking, and the 3.5 weeks from when I started the project. Looking at the number of clicks, retweets, and follower growth, you can see nothing but upward trends.

twitter-growth-month-before

twitter-growth-month-of

I admit to tripling my Twitter output during this period, so it would be interesting to see what would happen if I kept my tweet volume about the same.

That said, I found myself getting retweeted by the influential users around the event, the ones with the most reach, and that was by design, as you know from above. The reality check is going to be what happens now that the event is over: will I still see the same people engaging with my (much lower volume of) tweets? Will I be able to further the relationship beyond this day we had in common?

twitter-report-month-of

I expect that there will be some sustained engagement because of the rapid follower growth and perceived influence by others, but it’s up to me to continue developing those relationships. Nothing new here, especially given what I’ve learned about building relationships on Google+, but here on Twitter I just have 140 characters to work with 😉

In the meantime, this experiment was a success:

  1. I got a boost in visibility on a network where I don’t have much influence, but where a good portion of networking is done for a market segment in which I provide services.
  2. I signed a lot of people up for a live event I was hosting.
  3. I learned how to use social network analysis for event hashtags.

 

About Stephan Hovnanian

I own Shovi Websites, a website design and email marketing company located outside Boston. I spend my days managing websites and staying up to speed with all the latest trends across the web so you don't have to.

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