A topic to which I dedicated much attention, in my role at Dialog Solutions, is to make sure that companies make the best out of online dialogue. So many people are coming back with statements like ‘We have tried Facebook but have capped at 500 fans (or less) – this cannot justify any ROI whatsoever’. Actually, this is right. Until now.
First, let’s get the metrics right. It’s not solely about the number of fans or followers you get. We know that, on most web sites, 95% of visitors are passive. It’s about the ‘social currency’ you build. A social currency is simply a positive sentiment for a brand, created by someone…and shared to its social network (and/or the world). There are two ways to play with that: generate more of those actions through the famous ‘Like’ buttons, testimonials, comments, etc…And give them more exposure, by republishing them (e.g. retweets), including on your web site. Amplifying them. This is precisely the point of our new service, Dialogfeed.
Today (disclosure: I work for the company), Dialog Solutions is launching Dialogfeed, a unique tool to gather your Facebook & Twitter social feeds on your web site, with smart control – for instance you can ‘highlight’ a conversation, which will appear on top of the list on the site, or hide others (spams or irrelevant messages). It can open up as well the conversation by enabling on site messages, sharing a Tweet to Facebook or vice-versa, etc….Dialogfeed is a very simple way to make your website social.
Why do it ? You will humanize your site, generate viral loops, but especially show that you are credible, you have a community behind you…and convert more people. With Raz*War (e-commerce for shaving products), we have seen conversion rates (visitors who end up buying something) going up by 30 to 40%.
Touring, the travel & assistance company just implemented it on its new home page – to showcase its community, stimulate debate, and drive revisits through simple animation.
So, the good news is that you don’t need millions of people to ‘like’ you on Facebook, as long as you have quality conversations with a good community, and you amplify their voice where it matters for you: typically on your web site.
If you have a presence on Facebook and/or Twitter, start now amplifying their voice on your site. If you don’t, I hope this is one more reason to get started, because you will quickly see that it pays off.
Take a look by yourself on www.dialogfeed.com and let me know what you think about it. We need your feedback to make it better.