It started with a click…

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the Penguin guide to (digitally)

falling in love…

THE PRINCIPLES

BE ATTRACTIVEFocus on discoverability, prioritise metadata & SEO

BE FLIRTATIOUSCreate social objects and sharable content

ENGINEER A MEANINGFUL ENCOUNTERInclude a (light to start with) data collection mechanic in your engagement

MAKE TIME FOR DATES Make time for data – create user journeys that build customer profiles using both explicit preferences and implicit behavioural data

LISTEN TO THEM Analyse the data – invest in insight systems and expertise

SURPRISE AND DELIGHT THEM Create delightful content that triggers further interaction / data collection / purchase

GIVE THEM A BOOST – MAKE THEM LOOK GOOD Positively position your brand to enhance readers’ social currency

THE PITFALLS

DON’T BE A STALKEREnsure you have a proper contact management strategy in place, invest in a CRM system and expertise.

DON’T PLAY HARD-TO-GETResource and prioritise best practise community management.

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Thank you