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

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

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

How people saw
SEMrush
10 @olgandrienko #TheInbounder

How people saw
SEMrush
10
VS.
A person behind
the brand

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

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

Rival IQ: Research your competition
Check how they position themselves, top performing posts, posts/conversation ratio, response rates etc

LinkedIn: Research your competition
Research the profiles of people who are behind the brands of your competitors

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

10
Discover your
properties,
audience,
marketing activities.
Often no issues here, but then…
Next step

You can do anything, but not everything!
Pick only relevant social platforms. Tool: Buzzsumo

Then this happens…
I NEED TO BE POSTING
SOMETHING!

Broadcasting
Budgets, videos, designers, copywriters
Networking
Time-consuming, low-cost, long term ROI

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

All social platforms want
users to dwell on their sites,
not to be redirected
somewhere.

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

But Olga…
I still need to be
posting something

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

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

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.

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

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

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.

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

BROADCASTIN
G
Audience
10
HAVING
AMAZING
CONTENT
ON SOCIAL
IS NOT
ENOUGH
NETWORKING
Community

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

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

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

Listen to relevant discussion and respond
Hilton tracks questions about hotels and restaurants in the US cities where they have presence and responds

Help users who are ready to buy
Boost sales with Facebook Shop section on pages. Company: Dressific

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

GREY HAT TIP
on converting users with
Instagram/Facebook posts

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

Make it easier for people to share your content
Use Highlighter & Click2tweet to amplify content sharing

Amplify your reach: Help users spread the word
Ask your audience to share once they have registered to your activities/ bought your products

Networking and customer support
How to talk to your audience
10

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

“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.

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

One great thing about unhappy
customers is…
Neutral
Unhappy

If you fix the issue, they become
your biggest advocates
NeutralUnhappy Happy

Proper customer success is your time to shine
Skyscanner case with a bug on a website and employee’s response

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

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

CASE STUDY: SEMRUSH EASTER EGG HUNT
Campaign to engage with existing clients where social media has played a core role

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

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

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.

Missed something? Check the slides!
http://bit.ly/olgatheinbounder

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

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

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

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