Before the 2017 Global Forum descends onto the streets of Sydney, we sat down with the brightest minds that the conference features to give you a peek into the minds to set the pace in the world of business.
In the lead up to the 2017 Global Forum, The Big Smoke chats to some of the industry leaders set to speak at the most influential conference in Sydney this year. Hosted by ADMA, the conference is set to discuss groundbreaking customer experience ideas you won’t hear anywhere else, ideas, case studies and approaches from the pace-setters.
Olivia Liang: Product Manager for eHarmony
TBS: With the influx of apps and platforms in the dating space how does eHarmony stay out in front?
Olivia: Acknowledging the competition to optimise usability but keeping what makes eHarmony- eHarmony. The way the world communicates has vastly changed since eHarmony launched in 2000; the baseline is quick, easy, and pretty. Our goal is to reach a happy medium. We are known as the “serious online dating” site and we like that. So although we acknowledge trends, we want to be sure we’re doing what we always have once swipe fatigue hits. For example, our onboarding questionnaire might be time-consuming but is key to how we match people. The happy medium is making the longer questionnaire optional. We believe investing 10-30 minutes on the questionnaire can save you time wasted on a bad date.“The two of you together” is a cool new feature we introduced last year that gives visibility to your upfront efforts. Based on your questionnaire answers, we show you why it is you and the person you just matched with are compatible.
TBS: What has been the most recent digital trend that eHarmony has integrated into its campaigns?
Olivia: Predictive analysis – working with our data science team, we created a model that would identify users that were unlikely to return and designed a series of emails around this. The campaign reinforces the value of our product and provides an encouraging message at what we hope is exactly the right time. Up next, working on predictive churn pushes!
We are known as the serious online dating”site and we like that. So although we acknowledge trends, we want to be sure we’re doing what we always have once swipe fatigue hits.
TBS: How does eHarmony ensure that all digital activities connect in the best way with various demographics – considering the multiple segments targeted across the site?
Olivia: We ensure that we have one main overarching company goal regardless of our cross-functional and independent roadmaps. This keeps our efforts aligned and connected – customer experience is our top focus this year whether it is in how we interact with customers on our site using our product or via lifecycle marketing efforts such as email or push.
Taryn Williams: CEO of The Right.Fit
TBS: What do you wish CMO’s understood about the ‘influencer’ space?
Taryn: Know what you are trying to achieve: Influencers can be engaged in so many capacities – to create content, amplify content, serve as brand ambassadors, feature in your campaign, and so much more. So to know who to engage and how to engage them effectively, you need to know what you are trying to achieve.
CMOs need to clearly identify what the objective of their campaign is, who the target audience is, what they expect from an influencer (deliverables) and then thoroughly research a range of influencers who fit the brief to ensure that they actually do.
Questions they can ask themselves when deciding on which influencers they want for their campaigns include:
Is it a branding exercise to get more people to know about your company?
Is it a specific call to action to drives sales of a particular product?
Is it to create visual content?
Get really clear about what you are trying to achieve first.
Influencer marketing is only successful if you know your audience and how to speak to them.
The most successful influencer campaigns come about when the brand and influencer are both clear on the strategy of the campaign, and what success looks like and then work closely together on executing it. To do this, you need to create a clear, comprehensive brief outlining the strategy, your audience, the brand values and ethos, any relevant copy and CTA, mood boards, etc. The more information you can empower your influencer with, the better they can understand your requirements, and the more likely you are to achieve success together. Make sure you are aligned on what success looks like (is it a number of likes? Is it sales? Is it website traffic? Is it positive brand sentiment?) and make sure your campaign is adding value to the influencer’s audience.
Influencer marketing is only successful if you know your audience and how to speak to them. Engaging the right influencer really comes down to knowing your audience and knowing who will resonate with them, who is relevant, and who can speak with authenticity and authority in your space. If you are a fashion brand targeting female millennials, the type of influencer you are looking to engage will be very different to if you are a B2B SAAS platform looking to reach key decision makers in a finance role. Get really clear about who your audience is, what channels play to your brand and strategy strengths, and how to communicate with them.
TBS: In your experience, what is the best way to measure ROI for an influencer campaign?
Taryn: It really depends on the previous three points and the campaign objectives put in place by the brand.
Some people will be targeting awareness; others will be targeting likes, engagement on posts, sign ups or product sales.
If the objectives are clearly set from the outset then the ROI should be easier to measure based on whether those objectives were achieved.
TBS: How crucial is it that conferences like the ADMA Global Forum exist, for those in digital?
Taryn: It’s incredibly important. Over the past 3-4 years, the mobile web has impacted the digital landscape significantly and consumers are spending more time on their mobile devices, researching, learning and purchasing.
Having a place to come and share knowledge, learn about the latest tools, and constantly be upskilling is crucial. ADMA is a chance for expert local and global minds to come together and provide a wealth of first-hand experience in a structured, easy to access format.
The fastest way to go backwards is to stand still, right?
This article will be updated with more speakers soon, so please check back often and also register for the Global Forum Conference 2017 today!