Olga's talk at The Inbounder conference Triggers that drive conversions on social media. - Basic principles and latests trends marketers should keep in mind - Image A/B testing: colours, fonts and text - Human-to-human interaction and ways to build a community with social media - Templates, conversation funnel examples and tools to help marketers customise their messages

2. Olga Andrienko
User psychology and
social media: triggers
that drive conversions
@olgandrienko

3. 10
User experience on
social media starts
with the #1 user –
the person who is
behind the brand.
Ground zero
@olgandrienko #TheInbounder

4. How people saw
SEMrush
10 @olgandrienko #TheInbounder

5. How people saw
SEMrush
10
VS.
A person behind
the brand
@olgandrienko #TheInbounder

6. 10
A brand will reflect
the personality of
the marketer who
works on social
media, agency or
in-house.
Personality
matters
@olgandrienko #TheInbounder

7. So Olga,
Where to start?

8. Research your competition
and identify where you’re
better than anybody else.
Focus on these strengths and
you’ll be unbeatable.
@olgandrienko #TheInbounder

9. Rival IQ: Research your competition
Check how they position themselves, top performing posts, posts/conversation ratio, response rates etc
@olgandrienko #TheInbounder

10. LinkedIn: Research your competition
Research the profiles of people who are behind the brands of your competitors
@olgandrienko #TheInbounder

11. 4 Components of a good social media presence
CREATIVITY FREEDOM BUDGETS RESPONSIBILITY

12. 10
Discover your
properties,
audience,
marketing activities.
Often no issues here, but then…
Next step
@olgandrienko #TheInbounder

13. You can do anything, but not everything!
Pick only relevant social platforms. Tool: Buzzsumo
@olgandrienko #TheInbounder

14. Then this happens…
I NEED TO BE POSTING
SOMETHING!
@olgandrienko #TheInbounder

15. Broadcasting
Budgets, videos, designers, copywriters
Networking
Time-consuming, low-cost, long term ROI
@olgandrienko #TheInbounder

16. Web changes
FAST (almost in
real-time)
10
More devices,
more data, more
content
Attention span is
decreasing

17. All social platforms want
users to dwell on their sites,
not to be redirected
somewhere.
@olgandrienko #TheInbounder

18. Most brands will never make it to user’s feeds
So why reinvent a wheel? Choose your best content and support other activities
@olgandrienko #TheInbounder

19. But Olga…
I still need to be
posting something

20. Diversity
ADD VISUALS
and emojis
Put text over the picture and don’t
use stock images
Tag
PEOPLE
Topic + tips by + @expert1 @expert2
@expert3 & others + link + image.
Celebrate
YOUR FANS Documenting vs. creating. Share the
posts your audience has published
People love
DATA Use catchy graphs, emphasize bits with
Skitch or other similar tools
@olgandrienko #TheInbounder

21. Various ways to share one piece of content
So why reinvent a wheel? Choose your best content and support other activities
1
2
3
4
1. GIF
2. Custom theme
image
3. Repost from
personal to
brand profile
4. Tweet on my
personal page
@olgandrienko #TheInbounder

22. Employees are your biggest
asset. Ask them to share
content or tag a few people
below the brand’s post that
content might be relevant to.
@olgandrienko #TheInbounder

23. Colours matter
Make sure you match colours with positive emotions for target markets
10Image source: http://www.informationisbeautiful.net/2010/colours-in-cultures/ @olgandrienko #TheInbounder

24. 10
Fonts speak a lot louder than
we think they do.
You might create the most
high-converting copy in the
world, but it would fail to
perform if presented in the
wrong font.
Fonts
@olgandrienko #TheInbounder

25. Psychology behind the font choices
How different fonts correlate with emotions
10Image source: https://www.crazyegg.com/blog/psychology-of-fonts-infographic/
Typefaces have
personality.
Typography = visual
summary of your copy.
@olgandrienko #TheInbounder

26. Repurposing
example
User Generated Content
#SEMrushchat example Users share their knowledge
Creating a
RECAP POST
Blog post with the top tips from
participants
CHECKLISTS
for every chat question High quality shareable content (5-6 images)
Images for
BEST QUOTES Pick top 10-15 quotes and create a SlideShare
deck + schedule on social to promote chat recap
In total: 20+ images with high quality images leading to your property
@olgandrienko #TheInbounder

27. BROADCASTIN
G
Audience
10
HAVING
AMAZING
CONTENT
ON SOCIAL
IS NOT
ENOUGH
NETWORKING
Community
@olgandrienko #TheInbounder

28. Social media integration + networking
Two pillars of winning on social media today

29. Take over the online feeds at conferences
While your team is networking offline, back office can check the best posts from all attendees and gather quotes
@olgandrienko #TheInbounder

30. Not everything should be done instantly!
Analyze the hashtag (Twitter/ Instagram), export data to Excel, filter audiences for further contact & conversions. Tool:
TweetBinder
@olgandrienko #TheInbounder

31. Listen to relevant discussion and respond
Hilton tracks questions about hotels and restaurants in the US cities where they have presence and responds
@olgandrienko #TheInbounder

32. Help users who are ready to buy
Boost sales with Facebook Shop section on pages. Company: Dressific
@olgandrienko #TheInbounder

33. 10
People are ready to buy
products and services they see
on social. Instagram ads work!
Target interests and accounts.
And make sure you know where
to guide users, put the right
link!
Ads
@olgandrienko #TheInbounder

34. GREY HAT TIP
on converting users with
Instagram/Facebook posts

35. Website + Social: Embedded Twitter feed.
People need social proof
10Image source: culturedcode.com @olgandrienko #TheInbounder

36. Make it easier for people to share your content
Use Highlighter & Click2tweet to amplify content sharing
10 @olgandrienko #TheInbounder

37. Amplify your reach: Help users spread the word
Ask your audience to share once they have registered to your activities/ bought your products
10 @olgandrienko #TheInbounder

38. Networking and customer support
How to talk to your audience
10

39. The only way you can make a
difference now is do
something machines can't
do. And that is empathy and
care.
@olgandrienko #TheInbounder

40. “YOU” VS. PERSON’S NAME
Using person’s name is the easiest way to make a
difference. Name is a lot more powerful and personal.
@olgandrienko #TheInbounder

41. Social media is about retaining your clients
Listen and take care of people who are upset
10

42. One great thing about unhappy
customers is…
Neutral
Unhappy
@olgandrienko #TheInbounder

43. If you fix the issue, they become
your biggest advocates
NeutralUnhappy Happy
@olgandrienko #TheInbounder

44. Proper customer success is your time to shine
Skyscanner case with a bug on a website and employee’s response
@olgandrienko #TheInbounder

45. Engaged
community
10
SEMrush built it’s community
using Twitter
Tools: Audience, Followerwonk,
TweetBinder
Exporting and filtering the audience by
keywords in bios, following/follows, last
activity and time zone.
Personalised invitation tweets to chats
@olgandrienko #TheInbounder

46. Facebook is all about
private groups. With such
information overload
people tend to hang out in
closed communities and
group chats in messengers.
@olgandrienko #TheInbounder

47. CASE STUDY: SEMRUSH EASTER EGG HUNT
Campaign to engage with existing clients where social media has played a core role
@olgandrienko #TheInbounder

48. CASE STUDY: SEMRUSH EASTER EGG HUNT
Campaign to engage with existing clients where social media has played a core role
@olgandrienko #TheInbounder

49. CASE STUDY: SEMRUSH EASTER EGG HUNT
Campaign to engage with existing clients where social media has played a core role
@olgandrienko #TheInbounder

50. CASE STUDY: SEMRUSH EASTER EGG HUNT
Campaign to engage with existing clients where social media has played a core role
@olgandrienko #TheInbounder

51. SOCIAL MEDIA IS WHERE MAGIC HAPPENS
Most of your existing and potential clients use social. Connect with
them in most informal way possible

52. Key
Takeaways
Don't bother about winning the feed
Diversify, test & repurpose
Integrate social in the marketing mix
Listen and respond to feedback
Use tools to get the necessary data
@olgandrienko #TheInbounder

53. And do what machines can’t
PEOPLE DON'T CARE ABOUT YOUR BRAND. THEY
ONLY FOLLOW YOU IF YOU MAKE THEM FEEL
COOLER, SMARTER, MORE BEAUTIFUL, SPECIAL
OR IF YOU MAKE THEM FEEL … LOVED.
@olgandrienko #TheInbounder

54. Olga Andrienko
Head of Global Marketing
@olgandrienko
o.andrienko@semrush.com
Thank you!