13 things that online dating taught me about smashing social media kpis

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…

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• SKV Communications• Fudge (Now LDA) • Tangerine PR• Auburnise• McCann• Return on Digital

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@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.

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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?

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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?

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Lesson Three.

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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.

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Lesson Four. @_eltee#SASConDating

Lesson Four.

Hyper-target your message.

Statistics, data, words.

We know which words convert, so should you.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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Lesson Thirteen.

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Lesson Thirteen.

Don’t forget offline. Forgetting offline means missed opportunities.

Don’t do that.

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@_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

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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...

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ANY QUESTIONS?