Put your audience first. Achieve your objective | OIConf 2018
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Put Your Audience First as presented by Chris Gee MD of Rixxo at OIConf 2018 in Bristol. Includes case studies, examples and supporting stats.
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Put your audience first. Achieve your objective | OIConf 2018
- 1. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf Put your audience first! Achieve your objectives. WE’RE REDEFINING AUDIENCE ENGAGEMENT. WANT TO JOIN IN?
- 2. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf CHRIS GEE | Managing Director WANT TO JOIN IN? Share with #oiconf & mention @rixxoHQ @chrisgeetweets
- 3. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf
- 4. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf ways to PUT YOUR audience first 3
- 5. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf 1. Make it EASY
- 6. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf
- 7. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf 323% BETTER PEOPLE FOLLOWING INSTRUCTIONS DO WITH ILLUSTRATIONS Effects of text illustrations W. H. Levie & R. Lentz WOW FACT #oiconf
- 8. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf Leave if layout unattractive. Adobe 38% OF USERS
- 9. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf 61% OF USERS LEAVE WOW FACT Think with Google Can’t find something?
- 10. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf BRANDING? ? ...?
- 11. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf 113% INCREASE IN REFERRALS 58% INCREASE IN SIGNUPS
- 12. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf Make it easy ● 38 Users leave if layout unattractive ● 61% of user leave if something doesn't work as expected or they can’t find it ● 323% improvement with illustrations ● Consider Fogg's behavior model ● Messenger and Whatsapp sharing +113% Try these:
- 13. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf 2.8 BILLION By the year 2022 there will be WEBSITES Internet Live Stats WOW FACTWOW FACT Share me with #oiconf
- 14. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf Go to your 2. audience!
- 15. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf TIME USERS SPEND ON DEVICES IS 4 HOURS A DAY Tech Crunch
- 16. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf Facebook 1.3 BILLION How many phones have facebook messenger installed?
- 17. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf YOUR BENCHMARK for Sign Ups is 34% Marketing Profs hello@rixxo.com 0117 207 7504 THANK YOU FOR SIGNING UP!
- 18. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf BOT LAUNCHED COMMENT
- 19. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf 3658% INCREASE IN ENGAGEMENT 238% increase in organic reach
- 20. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf Go to your audience ● Signup benchmark for forms is 34% ● On devices for 4 hours + ● 1.3 Billion Messenger users ● Entry rates are higher via Messenger ● Keep your entry mechanism simple ● Try a bot for large entry numbers Try these:
- 21. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf Empower your audience to tell your story 3.
- 22. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf CONVERSIONS HubSpot Share the love! WOW FACT USER GENERATED CONTENT 40% INCREASES Share with #oiconf
- 23. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf A BRAND’S QUALITY Tint Up 86% of millennials USE UGC TO MEASURE
- 24. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf DO NOT FOLLOW BRANDS Brandwatch 96% OF PEOPLE THEY TALK ABOUT ONLINE
- 25. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf WANT THE BRAND TO TELL THEM WHAT TO SHARE Tint Up #oiconf Share the slide! 50% OF CONSUMERS
- 26. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf
- 27. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf NO. OF UGC COLLECTED 65,000
- 28. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf 40% INCREASE IN UK SESSIONS 285% INCREASE IN GOAL CONVERSION
- 29. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf Empower your audience stories ● 86% use UGC as a measure of quality ● UGC converts 40% ● Your audience wants to get involved ● Tell your audience what to do ● User generated content is cheaper Try these:
- 30. rixxo.com | @rixxoHQPut your audience first! Achieve your objectives #oiconf THANK YOU WANT TO JOIN IN? Visit Rixxo.com
Editor's Notes
- Hello everybody! I’m Chris Gee and along with my brother Richard we founded Rixxo, an agency hell bent on changing internet. We are a digital agency full of curious, innovative, and excitable minds with a belief in better and have joined together on a mission to redefine audience engagement.
- My career started in sales and following a family tragedy, I took over an investment, a chain of failing music shops, helping them to recover and allowing a positive exit in 2012. My experience during this time exposed the lack of quality digital marketing driven by business minded people like myself. Instead I found myself being coerced by agencies to do the things that they knew. I knew my clients and my business but most wanted to provide an off the shelf solution. So my brother and I decided to establish an agency that took the time to understand the objectives, resources and wants of the client. My role now is to challenge the team at Rixxo to PUSH BOUNDARIES | TAKE EDUCATED RISKS | AND UNDERSTAND HUMAN BEHAVIOUR. We have the utmost respect for budget limitations and the need for carefully considered planning. This enables us to deliver On Time and In Budget. When I'm not in the office you’ll find me cycling, gyming or more than likely taking something apart to understand how it works. Most recently I decided to take myself apart whilst cycling with several other agency owners so I won't be waving my arms a lot today.
- So that's enough about me!! At Rixxo we start with the objective in mind not the solution and this means we need to find innovative and captivating ways in which we engage our audiences to get us to our goals. I’m going to show you 3 philosophies we have developed to help us that will help you convert more business, retain clients attention for longer and develop a bond with your audience. I’ll show you some statistics to support our views and a couple of case studies to show that it really does work.
- So this behavioural scientist from Stanford University, Dr BJ Fogg did a lot of research into the phycology behind conversion and design and created a really useful chart that helps us forecast the likelihood of success and record it. This helps us to make it easy
- This is Foggs Behavioural Model in action It shows how likely a trigger is to succeed or fail based on increasing motivation and difficulty. Rixxo uses this model to predict how successful call to actions, campaigns and competitions are going to be -- A competition to win a 5 star holiday for entering an email address and sharing a link is likely to succeed -- A campaign to win a discount for filling out a 2 page questionnaire is likely to fail. -- But we can’t give away huge prizes all of the time so we must make it easier and easier to allow us to succeed when motivation is lower.
- A picture speaks a thousand words and can convey far more than text. A great way to make it easier for people is to give them instructions. People following visual instructions will perform over 300% better in your campaign. And is this surprising? We are communicating more and more with pictures instead of text. Emojis have taken over our messages, stickers adorn our text streams and who doesn’t carry a camera now?
- So we know we are going to put pictures on our pages cause we want that 300% performance increase. But we can’t just dump them on the page. The content that's on the page is not as important as the layout for those first few seconds. Usertesting.com has undertaken research that shows visitors will react differently to layouts as well as the content. We are big picture first brains and then the detail so when a page loads we need to think about where everything is going to be, and what order we load it in. The top tip here is keep it familiar and logical.
- Whether it’s website design, a competition page, or app this logic and familiarity makes it safe and easy for our users to find what they are looking for. It is tempting to make a website do something new or amazing but starting with the objective in mind means we go for simplest optiion first. If your user can’t find what they are looking a few seconds they leave.
- Travelzoo, seen here, were seeing diminishing numbers of sign-ups on their referral campaign. This was the campaign before. There were no visual instructions or illustrations to guide their audience. The instructions present were last on the page and in those first we seconds it looked like a lot of reading and therefore hard work. The audience were expected to undertake a time consuming and complicated process to sign up. Or at least that what it seemed like. And although it was a referral campaign entrants were not sharing the campaign as much as was desired, especially on mobile. Despite the amazing prize pools they had on offer people were not taking the time to do all of the steps.
- First we made it look and feel like Travelzoo so the audience trusted the experience. We brought the campaign design in line with the brand and the new website adding familiarity. We optimised the campaign for mobile as this was where most of their audience were active and made it easier to use on a small screen. We added clear instructions and signposting to let the users know what they needed to do whilst making the form visually striking on the page highlighting the simplicity of it. And finally Whatsapp and Messenger share buttons were added to the mobile experience increasing sharing by a whopping 113% One person even shared the campaign with over 300 of his Whatsapp contacts. And why hadn’t he done this before? Because the users didn’t have visual prompts, sharing tools and clear instructions in front of them or perhaps because it wasn't easy to do so We helped Travelzoo deliver an experience to their audience that was clear, simple and effective, and it didn’t break the bank.
- There are 10 NEW WEBSITES added to the net EVERY SECOND of the day! This means that in 5 years time there will be 2.8 BILLION websites! Thats 1 website per 2.5 people. And right now there is a choice of 6 million apps between the Android and Apple App Stores Thats a lot of competition a lot of choice for audiences and a growing number of ways in which they consume their daily content. And as much as we’d like to think they are, they are not looking for you!! And if they were they may not be looking in the right place or the right way. So our next philosophy is...
- Go to your audience! With the rate of mobile growth, competition online and technology offering There are more and more ways to engage and it’s becoming increasingly challenging to get your audience to come to you. At Rixxo we are always looking into where the audience is hanging out, what they are doing and trying to anticipate the next trend.
- In terms of numbers of devices available out there in the world there are already more devices such as tablets and mobiles in the world than people and they are growing at a rate 5x faster than we are. By 2022, mobile device usage is expected to reach more than 5.5 BILLION USERS Thats 70% of the global population! On average, users will spend 4 hours a day on their device! But the thing is they are not searching for you. They are gaming and messaging mostly and they spend 92% of those 4 hours in mobile apps.
- Mobile apps like Messenger and Whatsapp. And the usage of Messenger apps is now larger than social networks making up 31% of time spent on devices. So that's roughly 72 minutes a day spent messaginh. So it seems to us like our audience prefers to be messaging rather than browsing websites. Something about the too and fro of messaging, the anticipation of a response the interaction and conversation appeals to their human brains.
- In competitions, the coveted industry signup rate is around 34%. If you can get 34% of users who see your competition to enter you have your motivation and ease in perfect balance and are getting top notch results. But we’ve just learned that users prefer spending most of their time on their mobiles and in messenger apps I’d like to show you, how you can more than double that completion rate by utilising the power of messenger apps and replace forms.
- Famous inventor and thought leader Joy Mangano who was played by Jennifer Laurence in the recent movie is not afraid of trying new things. Instead of the normal lnading paging signup competition e invited users to join in with a 3-day long sweepstakes via messenger The campaign has a Limited ad budget on Facebook and Instagram one single Facebook (image) post And The prize pool in total was Under $500. Commenting on the post launched a bot that undertook a normal signup process in chat rather than a boring old form.
- The campaign achieved some mind-blowing results. There was a 3658% increase in engagement. The organic reach was nearly 2.5 times better than their normal activity. And was their highest performing post to date. But the most staggering takeaway was that 81% of users completed the signup in full! Smashing the 34% most marketing teams would have been pleased with, meaning that the cost per acquisition on this campaign was phenomenally reduced. In fact is was around 60% We’ve run this campaign model several times now including for an airline, and major movie studio and see the same patterns and similar stats across them all.
- So, to recap, We’ve shown that find the balance of motivation and ease helps to increase conversions, we’ve seen users prefer interacting with chat and using their messenger apps and that by embracing these ideas we can impact the success of campaigns. We’re gonna take a look at our final philosophy. Empower your audience to tell your story!
- Content created by your audience is more engaging, authentic and costs much less to produce. Paid ads that use a user generated image instead of a stock or product image will convert 40% better. On platforms like Facebook using these images in your ads can also reduce the cost as an added benefit.
- It is a fact that the majority of us will make a purchasing decision based on other people’s opinions and advice. And the younger our audience gets the more they rely on this peer content. We recently returned from SXSW listening to the world leaders on UX, design and engagement speaking about Generation Z and their use of imagery and digital media to communicate and express feelings. Alex Chung CEO Giphy They trust images and videos because they see with their own eyes. They can also experience with their own eyes what to expect if they buy the same product or attend the same venue.
- Proof of this desire for content created by peers rather than brands is demonstrated in who our audience follow. 96% of people don’t actually follow the brand they’re talking about online. They may love your product but they not as interested in your content, rather, they’re interested in other people's content about you. They desire authentic, real world views that had been created by people who are like them. We encourage our clients, and you to capture this content and use it in your marketing. And why not!! Its cheaper, its better, it converts more and there is sooooo much of it. If you are struggling to find content to post to your socials, or inspiration for the latest blog or campaign look to your audience and see what they are creating. We consider them to be the best creative agency at our disposal.
- So how do we tap into this source of great content? Well first is the realisation that your audience DO want to engage with you despite not following you. 50% of consumers who are happy to share content and tell your story, want to be told what to share and where to share it. As we saw earlier, users perform better with instructions. Start simple with some posts encouraging people to feedback their images and video and comments, then use those to create the next lot of adverts inviting more. They’ll convert 40% better...apparently...and then you’ll have more. And create or use your hashtag to collect content. You’ll see here today the UGC wall showing content from #oiconf that is powered by RIxxo. We are ingesting images and video from the social networks to moderate and display them today.
- One our favourite examples of this process was RI River Island took the hashtag #ImWearingRI and promoted the campaign using giveaways and an opportunity for entrants to take pride of place on their .com website in a streaming gallery! Today, River Island have gathered over 65,000 authentic images, they also allow consumers to “shop the look” by matching products with UGC.
- I mean, how great is it to see somebody similar to yourself, wearing the item you are thinking of buying, right there on the page? Would it help you make a purchasing decision? It would have helped me when I bought this shirt! The images that have collected has fuelled them with marketing assets for every scenario, with a model and look for every occasion. And once you have all this UGC you can start to get creative with what you do with it.
- Here’s another example. 7th Heaven famous for their vegetarian and vegan facemasks use UGC to drive traffic to their site and share new products. They use UGC everyday and also for seasonal campaigns. Their halloween face mask competition had fans uploading their ghoulish looks. Since using these authentic photos of real people on their site, 7th Heaven has seen a 285% increase in goal conversion, and a further increase in sessions on their website. We see again as we did previously with River Island audiences interact with other audience content better.
- I hope that today has given you an insight into why you should put your audience first and how you can begin to do so to see the same amazing results we do As we’ve seen by making our interaction easy and increasing motivation we can increase success. Foggs model can help us predict whats going to happen. We’ve seen by developing an understanding of where your audience is and by going to the, you can drive forward greater returns! And finally, it’s been proven that empowering your audience to become your best creative agency can influence the success and image of your brand and campaigns. I’m Chris Gee Founder & MD of Rixxo, an agency that is hellbent on redefining audience engagement. If you would like to join in with our mission, then please visit our website at rixxo.com or come and speak with us today. Thanks again for being so awesome! Any questions