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Using Social Media to Increase Revenue

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This is a copy of the presentation that I used for my talk at iDate London 2009.

This is a copy of the presentation that I used for my talk at iDate London 2009.

Published in: Technology, News & Politics

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  • 1. How Dating Sites Can Work With Social Media to Maximise Revenues Mel Kirk Social Media Manager White Label Dating Harnessing Communities to Build Your Brand Tuesday, 29 September 2009 SOCIAL MEDIA ISN'T JUST FLUFFY, IF DONE WELL, IT CAN EARN YOU MONEY
  • 2. 78% of consumers said that they would believe their social network about a product or service, compared to 55% who trust TV ads! Tuesday, 29 September 2009 78% OF CONSUMERS SAID THAT THEY WOULD BELIEVE THEIR SOCIAL NETWORK ABOUT A PRODUCT OR SERVICE, COMPARED TO 55% WHO TRUST TV ADS! THATʼS WHY YOU NEED TO PAY ATTENTION TO SOCIAL MEDIA.
  • 3. Business to consumer relationships have always existed! Tuesday, 29 September 2009
  • 4. As has word of mouth! Tuesday, 29 September 2009 THIS IS NOTHING NEW, ITʼS ALWAYS EXISTED
  • 5. 33% 60% Tuesday, 29 September 2009 NOT CONVINCED? 60% OF PEOPLE WHEN QUESTIONED SAID THAT THEY WILL TELL 10 OR MORE PEOPLE ABOUT A PRODUCT OR SERVICE THAT THEY LIKE 1/3 OF PEOPLE WILL TELL 20 OR MORE THE POPULARITY OF TWITTER IS NOW INCREASING THIS TO HUNDREDS IF NOT THOUSANDS
  • 6. The Changing Landscape Tuesday, 29 September 2009 THINGS ARE CHANGING. CONSUMERS ARE MORE EDUCATED AND EXPECT A BETTER LEVEL OF SERVICE THAN EVER BEFORE. IT'S IMPORTANT TO STAY AHEAD OF THE GAME.
  • 7. Social media will not go away, it’s not a fad. It’s a fundamental shift in the way that we communicate and will continue to evolve. Tuesday, 29 September 2009 ITʼS A CULTURAL SHIFT AND THE EMPHASIS IS NOW ON COMPANIES TO COMMUNICATE EFFECTIVELY. ITʼS YOUR RESPONSIBILITY TO BE A PART OF THE COMPETITION.
  • 8. Changes in Brands The interwebs have redefined communications, regaining intimacy People talk about everything Brands are socialised, there’s no “going social” Product information and expertise is no longer controlled by the brand Either you are proactive or reactive Tuesday, 29 September 2009 WITH INTERNATIONAL TRAVEL BECOMING THE NORM, PEOPLE ARE NOW ABLE TO KEEP IN CONTACT WITH THEIR FRIENDS AND FAMILY VIA THE USE OF SOCIAL NETWORKS. THIS MEANS THAT NO MATTER WHERE THEY ARE IN THE WORLD, THEY ARE STILL ABLE TO COMMUNICATE AND SHARE THEIR EXPERIENCES. YOU CANʼT DETERMINE THE EXACT TALK YOU WANT ABOUT THE BRAND, YOU CAN ONLY ENSURE THAT YOU DO EVERYTHING THAT YOU CAN TO MAKE SURE THAT THEY HAVE A POSITIVE EXPERIENCE. ITʼS ABOUT BEING TRANSPARENT. BEING PROACTIVE WILL SHOW A REAL INTEREST IN YOUR CONSUMERS AND WILL MAKE YOU SEEM MORE OF AN “APPROACHABLE” COMPANY
  • 9. Tuesday, 29 September 2009 IT'S NO LONGER ENOUGH TO BECKON PEOPLE TO YOUR SITE WITH THE LIKES OF SEO AND PPC
  • 10. Tuesday, 29 September 2009 SEARCH ENGINE PLACEMENT WILL BE ENOUGH TO HOOK PEOPLE IN BUT NOT ENOUGH TO ENGAGE THEM AND KEEP THEM COMING BACK FOR MORE.
  • 11. Tuesday, 29 September 2009 YOU HAVE TO FLOCK TO YOUR USERS, TO LEARN HOW THEY COMMUNICATE, WHAT INTERESTS THEM AND TO PROVIDE THEM WITH SOMETHING THAT WILL APPEAL TO THEM.
  • 12. The Benefits of Social Media Customer Engagement Direct Customer Communications Speed of Feedback / Results Learning Customer Preferences Low Cost Brand Building Market Research Credibility of the Crowd Reach Tuesday, 29 September 2009 CUSTOMER ENGAGEMENT - YOU'RE HELPING THEM WITH ONE OF THE MOST IMPORTANT ASPECTS OF THEIR LIFE AND THEY WANT TO FEEL LIKE YOU RECOGNISE THEM AS AN INDIVIDUAL - SETTING YOU APART FROM YOUR COMPETITORS DIRECT COMMS / SPEED OF FEEDBACK - YOU CAN DEAL WITH CUSTOMER ENQUIRIES, PROVIDING AN OUTSTANDING LEVEL OF SERVICE & REDUCING COMPLAINTS - INCREASING RETENTION LOW COST - TRAFFIC IS MUCH MORE TARGETED - THROUGH TWO WAY CONVERSATION, THEY KNOW EXACTLY YOUR OFFERING AND ARE MORE LIKELY TO SIGN UP REACH - RATHER THAN ONLY GETTING THOSE PEOPLE LOOKING FOR DATING RELATED KEYWORDS, YOU CAN REACH THOSE PEOPLE WHO HAVEN'T REACHED THAT STAGE OF THE DATING CYCLE
  • 13. You need to start to:- Listening Giving people something to talk about Entering into a dialogue with your customers Building places for your customers to gather Make sure that you’re linked from trusted sites Tuesday, 29 September 2009 LISTENING IS IMPORTANT - YOU NEED TO UNDERSTAND THEIR DESIRES AND DRIVERS. YOU ALREADY HAVE THE PLACE FOR THEM TO GATHER, SO THAT'S ONE THING DOWN TRUSTED SITES - NOW WHEN PEOPLE WANT TO KNOW ANYTHING, THEY'LL WIKIPEDIA IT! MAKE SURE THAT YOU'RE IN ON THE ACTION AS IT WILL BUILD YOUR CREDIBILITY. LINKS FROM OTHER TRUSTED SITES WILL ALSO HELP YOUR SITE'S RANKING.
  • 14. How do you do this? Conversation Monitoring Tools Constant Engagement Total Transparency Listening to Feedback Tuesday, 29 September 2009 CONVERSATION MONITORING TOOLS - GOOGLE ALERTS, GOOGLE BLOG SEARCH, TWITTER SEARCH / TWEETDECK YOU'LL BE KEPT IN THE FOREFRONT OF PEOPLES MINDS RATHER THAN A ONE HIT ATTEMPT THERE WON'T BE ANYWHERE TO HIDE. PEOPLE WANT TO SEE THE PEOPLE BEHIND THE BRAND. ADMIT WHEN YOU'VE MADE A MISTAKE. HAVE CHARACTER. BE DIFFERENT. NO POINT ASKING FOR FEEDBACK UNLESS YOU'RE GOING TO DO ANYTHING ABOUT IT OR EVEN ACKOWLEDGE IT
  • 15. Tuesday, 29 September 2009 THERE'S A NEW EVOLUTION OF DATING SITES - THEY'RE BECOMING MORE SOCIAL AND DISPERSING THE STIGMA. NOT ONLY WILL THESE SITES DO WELL, THEY HELP EXPAND THE MARKET AND NORMALISE DATING. THESE SITES ARE FOCUSSED AROUND SOCIAL NETWORKS - THE PLACE WITH MASS SATURATION THAT'S ALREADY TRUSTED
  • 16. Tuesday, 29 September 2009 THE THING THAT MADE THIS ALL POSSIBLE.
  • 17. Benefits of Social Network Integration:- Access to an unprecedented amount of user data * Photographs * Personal Interests * FRIENDS LISTS Fewer barriers to signup encouraging greater conversion from site visitor to member Tuesday, 29 September 2009 IN RESPECT OF THE APPLICATION, THIS IS THE DIFFERENCE THAT FACEBOOK CONNECT CAN MAKE. FRIENDS LISTS ARE THE MAIN THING HERE. IT ENCOURAGES WORD OF MOUTH (THAT THING THAT EVERYONE TRUSTS) AND OPENS UP YOUR SERVICE TO NEW AUDIENCES.
  • 18. •In a relationship •Happy not looking elsewhere •Sick of being single •Newly single •Moaning a bit •Not really looking, •Become less picky, will •Fancying a few people take anything from circle of friends/ •Looking a bit desperate work •Happily single / dating •Being set up by friends, •Getting worried about being single •meeting in bars •Want to get back in the game •Relaxed & carefree •Still selective, looking for Mr/Mrs Right •Most attractive because •Prepared to make serious commitment not actively shopping Tuesday, 29 September 2009 BY TARGETING PEOPLE IN THE ENVIRONMENT THAT THEY'RE COMFORTABLE, YOU SHOULD BE DISPERSING ANY STIGMA AND CAPTURING MEMBERS EARLIER IN THE DATING CYCLE.
  • 19. Tuesday, 29 September 2009 SOCIAL NETWORK INTEGRATION HAS THE BENEFIT OF BEING TWO- WAY
  • 20. Tuesday, 29 September 2009 BRANDS GET CONTENT INTO FACEBOOK'S VIRAL CHANNELS BY LETTING VISITORS POST NEWS FEED STORIES, STATUS MESSAGES, PHOTOS, EVENTS & MORE WITHOUT HAVING TO LEAVE THE PLATFORM. GREAT FOR BRAND AWARENESS.
  • 21. Tools for Engagement Blog Twitter Account Dedicated Product page on social networks Forums Newsletters / Email Communications Groups Social Bookmarking Tools Photo and Video Platforms Tuesday, 29 September 2009 HAVING A BLOG IS A GREAT WAY OF ADDING NEW CONTENT TO YOUR SITE (ALSO HELPING WITH SEO) AND ASSUMING ITʼS INTERESTING CONTENT - PROVIDES A REASON FOR VISITORS TO COME BACK TWITTER IS A GREAT WAY OF INTERACTING BUT ALSO PROVIDING A VOICE TO THE BRAND AND AMAZING FOR CUSTOMER SERVICE SOCIAL NETWORKS - GREAT FOR CUSTOMER SERVICE, PEOPLE SHOWING THEIR PREFERENCES FOR A BRAND ETC FORUMS / GROUPS ETC - GOOD TO RAISE AWARENESS OF YOUR BRAND, JOIN THE CONVERSATION.
  • 22. Choose your tone of voice. Ensure you add value. Tuesday, 29 September 2009 PEOPLE WANT TO KNOW THE PEOPLE BEHIND THE BRAND - IT GIVES THEM A PERSON TO CONNECT TO AND A CHARACTER TO YOUR BRAND. THEY’LL BE MORE FORGIVING AND ENCOURAGE WORD OF MOUTH.
  • 23. Don’t spam. It’s not big or clever. Tuesday, 29 September 2009 MORE IMPORTANTLY IT WILL DAMAGE YOUR CREDIBILITY.
  • 24. Be Smart! Tuesday, 29 September 2009 TRACK EVERYTHING THAT YOU DO. IF YOU DON'T KNOW WHAT WORKS BEST FOR YOU, YOU WON'T KNOW WHERE TO FOCUS YOUR ATTENTIONS. EVEN URL SHORTENING SERVICES OFFER TRACKING NOW.
  • 25. Why Take Facebook Seriously? The 35-54yr old demo is growing fastest, with a 276.4% growth rate in the past 6 months The 55yr+ demo isn’t far behind, growing by 194.3% The 25-34yr old demo is doubling every 6 months More females (55.7%) than males (42.2%) Tuesday, 29 September 2009 35-35YR OLDS THE DEMO HAS GROWN BY 276.4% 55+YR OLD DEMO HAS GROWN BY 194.3% 25-34YR OLD DEMO IS DOUBLING EVERY 6 MONTHS MORE FEMALES 55.7% AND WE ALL KNOW WHAT THAT MEANS....
  • 26. = £ Tuesday, 29 September 2009 GET GIRLS ON THE SITE AND MONEY WILL FOLLOW AS WHERE THERE ARE GIRLS, BOYS FLOCK... IT'S THE BOYS THAT WILL PAY!
  • 27. Tuesday, 29 September 2009 ULTIMATELY, THE MORE PEOPLE THAT YOU BRING TO YOUR SITE, THE MORE REVENUE THAT YOU'LL BE EARNING AND THE MORE PEOPLE'S LIVES THAT YOU'LL BE IMPROVING. YOU'RE CHANGING PEOPLE'S LIVES. THAT'S SOMETHING TO BE PROUD OF.
  • 28. http://www.youtube.com/watch? v=FYuKTEVgVmI&feature=player_embedded#t=42 Tuesday, 29 September 2009
  • 29. Mel Kirk Social Media Manager White Label Dating www.whitelabeldating.com Twitter.com/melkirk Tuesday, 29 September 2009