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"Working for Return on Digital, everything Laura and her team does needs to impact the bottom line. Laura explores the transferable skills learnt through online dating and how they’ve enabled her to run hyper-targeted social advertising campaigns, tailor tweets on a word by word basis to improve conversion rate and build client satisfaction. And it’s (almost) all thanks to Plenty of Fish." This was my presentation from SASCon 2014, excuse the brevity and GIFs that don't play - should you want a re-enactment in all its glory, please do get in touch.
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13 Things Online Dating Taught Me About
Smashing Social KPIs. - LT, #SASCon 2014.
Tweet using the hashtag #SASConDating!
@_eltee
From Teenage PR to Head of Social…
@_eltee#SASConDating
• SKV Communications• Fudge (Now LDA) • Tangerine PR• Auburnise• McCann• Return on Digital
@_eltee @_eltee#SASConDating
@returnondigital @_eltee#SASConDating
Online Dating @_eltee#SASConDating
Where it all began…
Online Dating @_eltee#SASConDating
Online Dating @_eltee#SASConDating
Online Dating @_eltee#SASConDating
Social Media KPIs
• Likes, Comments, Shares• Reach • Invisible Engagement• Engagement Rate• Traffic
Revenue. Conversion Rate. Direct vs. Assisted.
@_eltee#SASConDating
But how are they related? @_eltee#SASConDating
A quick disclaimer. @_eltee#SASConDating
All people who’ve contacted me, unless otherwise stated.
Some are blurred, some not.
No offence intended, they’re just here to illustrate a point.
Lesson One. @_eltee#SASConDating
Lesson One.
Understand who your likely conversions are.
Who already ‘shops’ with you?
Why spend too much effort initially converting the unlikely?
@_eltee#SASConDating
Lesson Two. @_eltee#SASConDating
Lesson Two.
Monitor your performance and create content accordingly.
Have you sent something like that before? Did it work?
No? Don’t bother sending it now, mmkay?
@_eltee#SASConDating
Lesson Three.
@_eltee#SASConDating
Lesson Three.
Know your platform.
POF isn’t the best place to fall in love.
Facebook isn’t the best place to get new training customers for your dishwasher maintenance company.
@_eltee#SASConDating
Lesson Four. @_eltee#SASConDating
Lesson Four.
Hyper-target your message.
Statistics, data, words.
We know which words convert, so should you.
@_eltee#SASConDating
Lesson Five. @_eltee#SASConDating
Lesson Five.
Know when to give space.
If someone doesn’t respond to your ‘advances’ – leave them alone.
This means checking your ad frequencies, your outreach lists, your followees. Hustle, but don’t harass.
@_eltee#SASConDating
Lesson Six. @_eltee#SASConDating
Lesson Six.
Be bloody honest. It’s the only way to build trusted relationships with your clients.
Clients are skeptical about social. They’ve probably been burnt by lesser agencies than you.
Be honest, be transparent and share your insight – they want to learn too.
@_eltee#SASConDating
Lesson Seven. @_eltee#SASConDating
Lesson Seven.
Don’t be afraid to revisit someone/something on another channel.
Your idea didn’t work? Shame.
Would it work on Facebook?
Someone doesn’t like you? Damn.
@_eltee#SASConDating
Lesson Eight. @_eltee#SASConDating
Lesson Eight.
Just because it’s topical, DOESN’T MEAN THAT IT’S RIGHT FOR YOU.
Own the moment? Only if it’s relevant.
Take advantage of the moment invisibly? Always.
@_eltee#SASConDating
Lesson Nine. @_eltee#SASConDating
Lesson Nine.
Split test your social advertising, trial different copy with different audiences.
As soon as something is peaking, reallocate budget. Be agile.
Test your content. Learn your converting words.
@_eltee#SASConDating
Lesson Ten. @_eltee#SASConDating
Lesson Ten.
Don’t spam and call it “proactive engagement” – it’s embarrassing for everyone.
Sharing actual relevant content – yes.
Sharing something for the reach – no.
@_eltee#SASConDating
Lesson Eleven. @_eltee#SASConDating
Lesson Eleven.
Give them something to talk about, seriously.
People won’t just engage with you, even if they like you. Give them something to go off.
A sassy bio, funny cover photo, welcome tweet – something that makes them interested.
@_eltee#SASConDating
Lesson Twelve. @_eltee#SASConDating
Lesson Twelve.
Keep it simple.
Shorter posts engage more.
Header photos convert well. Email subscribers are cost effective fans.
Mo’ words, mo’ problems.
@_eltee#SASConDating
Lesson Thirteen.
@_eltee#SASConDating
Lesson Thirteen.
Don’t forget offline. Forgetting offline means missed opportunities.
Don’t do that.
@_eltee#SASConDating
@_eltee#SASConDatingHere End The Lessons.
So. What can I take away?
• Find out your converting social keywords• Sass up your profile, invite engagement• Call your client or boss, update them • Revisit your old ideas, are they still shit?• Update (or create) proactive engagement lists
@_eltee#SASConDating
Or… If you’re feeling frisky?
5. I’m not saying I’m a sure thing, but in the last 2 weeks my pants have a 100% open rate. 4. How would you like to make a 301 redirect… To my heart?3. If I told you you had a nice pipeline, would you hold it against me? 2. If you take me out for a romantic dinner I’ll guarantee a good ROI.
1. Want to know the difference between Facebook, and a night of passion with me? With Facebook, you only get 2 o’s...
@_eltee#SASConDating
ANY QUESTIONS?