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User psychology and Social Media: triggers that drive conversions by Olga Adrienko at The Inbounder London.

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SEMrush's Head of Global Marketing's presentation slides from The Inbounder London event, May 2017.

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User psychology and Social Media: triggers that drive conversions by Olga Adrienko at The Inbounder London.

  1. 1. Olga Andrienko User psychology and social media: triggers that drive conversions @olgandrienko
  2. 2. 10 User experience on social media starts with the #1 user – the person who is behind the brand. Ground zero @olgandrienko #TheInbounder
  3. 3. How people saw SEMrush 10 @olgandrienko #TheInbounder
  4. 4. How people saw SEMrush 10 VS. A person behind the brand @olgandrienko #TheInbounder
  5. 5. 10 A brand will reflect the personality of the marketer who works on social media, agency or in-house. Personality matters @olgandrienko #TheInbounder
  6. 6. So Olga, Where to start?
  7. 7. Research your competition and identify where you’re better than anybody else. Focus on these strengths and you’ll be unbeatable. @olgandrienko #TheInbounder
  8. 8. Rival IQ: Research your competition Check how they position themselves, top performing posts, posts/conversation ratio, response rates etc @olgandrienko #TheInbounder
  9. 9. LinkedIn: Research your competition Research the profiles of people who are behind the brands of your competitors @olgandrienko #TheInbounder
  10. 10. 4 Components of a good social media presence CREATIVITY FREEDOM BUDGETS RESPONSIBILITY
  11. 11. 10 Discover your properties, audience, marketing activities. Often no issues here, but then… Next step @olgandrienko #TheInbounder
  12. 12. You can do anything, but not everything! Pick only relevant social platforms. Tool: Buzzsumo @olgandrienko #TheInbounder
  13. 13. Then this happens… I NEED TO BE POSTING SOMETHING! @olgandrienko #TheInbounder
  14. 14. Broadcasting Budgets, videos, designers, copywriters Networking Time-consuming, low-cost, long term ROI @olgandrienko #TheInbounder
  15. 15. Web changes FAST (almost in real-time) 10 More devices, more data, more content Attention span is decreasing
  16. 16. All social platforms want users to dwell on their sites, not to be redirected somewhere. @olgandrienko #TheInbounder
  17. 17. 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
  18. 18. But Olga… I still need to be posting something
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. BROADCASTIN G Audience 10 HAVING AMAZING CONTENT ON SOCIAL IS NOT ENOUGH NETWORKING Community @olgandrienko #TheInbounder
  27. 27. Social media integration + networking Two pillars of winning on social media today
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. Help users who are ready to buy Boost sales with Facebook Shop section on pages. Company: Dressific @olgandrienko #TheInbounder
  32. 32. 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
  33. 33. GREY HAT TIP on converting users with Instagram/Facebook posts
  34. 34. Website + Social: Embedded Twitter feed. People need social proof 10Image source: culturedcode.com @olgandrienko #TheInbounder
  35. 35. Make it easier for people to share your content Use Highlighter & Click2tweet to amplify content sharing 10 @olgandrienko #TheInbounder
  36. 36. 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
  37. 37. Networking and customer support How to talk to your audience 10
  38. 38. The only way you can make a difference now is do something machines can't do. And that is empathy and care. @olgandrienko #TheInbounder
  39. 39. “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
  40. 40. Social media is about retaining your clients Listen and take care of people who are upset 10
  41. 41. One great thing about unhappy customers is… Neutral Unhappy @olgandrienko #TheInbounder
  42. 42. If you fix the issue, they become your biggest advocates NeutralUnhappy Happy @olgandrienko #TheInbounder
  43. 43. Proper customer success is your time to shine Skyscanner case with a bug on a website and employee’s response @olgandrienko #TheInbounder
  44. 44. 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
  45. 45. 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
  46. 46. CASE STUDY: SEMRUSH EASTER EGG HUNT Campaign to engage with existing clients where social media has played a core role @olgandrienko #TheInbounder
  47. 47. CASE STUDY: SEMRUSH EASTER EGG HUNT Campaign to engage with existing clients where social media has played a core role @olgandrienko #TheInbounder
  48. 48. CASE STUDY: SEMRUSH EASTER EGG HUNT Campaign to engage with existing clients where social media has played a core role @olgandrienko #TheInbounder
  49. 49. CASE STUDY: SEMRUSH EASTER EGG HUNT Campaign to engage with existing clients where social media has played a core role @olgandrienko #TheInbounder
  50. 50. SOCIAL MEDIA IS WHERE MAGIC HAPPENS Most of your existing and potential clients use social. Connect with them in most informal way possible
  51. 51. 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
  52. 52. 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
  53. 53. Missed something? Check the slides! http://bit.ly/olgatheinbounder @olgandrienko #TheInbounder
  54. 54. Olga Andrienko Head of Global Marketing @olgandrienko o.andrienko@semrush.com Thank you!

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