Laura Crimmons – Making the Connection (Turing Fest 2017)

@lauracrimmons #TuringFest Making the Connection Laura Crimmons @lauracrimmons #TuringFest

@lauracrimmons #TuringFest Biggest challenges I hear from clients/agencies/industry friends

@lauracrimmons #TuringFest “How do I get X to work with
me?”

@lauracrimmons #TuringFest “How do I get more page views /
users / links?”

@lauracrimmons #TuringFest It’s all about making a connection with a
person / a group of people

@lauracrimmons #TuringFest Universal rules

@lauracrimmons #TuringFest What’s in a name?

@lauracrimmons #TuringFest A lot…

@lauracrimmons #TuringFest But personalisation is not just using somebody’s name

@lauracrimmons #TuringFest We have two ears and one mouth, so
we should listen twice as much as we speak

@lauracrimmons #TuringFest Harvard researchers found that talking about ourselves can
trigger the same sensation of pleasure in the brain as food, money or sex.

@lauracrimmons #TuringFest We’re drawn to people who are like us
- so show the person how you’re like them

@lauracrimmons #TuringFest “Once you have a little piece of information
about someone being similar to you or different, you seem to take it and run with it. You may think they are similar to you across the board, even though you may not have much reason to think this. It is rather surprising.” Adrianna Jenkins, Harvard University http://bit.ly/telegraphjenkins

@lauracrimmons #TuringFest Stalk people

@lauracrimmons #TuringFest Stalk people (But not in a potential restraining
order way)

@lauracrimmons #TuringFest For example, let’s say I’m meeting Aleyda and
want to make sure I show her we have things in common…

@lauracrimmons #TuringFest

@lauracrimmons #TuringFest But what if someone doesn’t want to work
with you?

@lauracrimmons #TuringFest Summarise back to the other person to get
to “That’s right” Google Talk: http://bit.ly/vosstalk Medium Post: http://bit.ly/RaskinNegotiation

@lauracrimmons #TuringFest Connecting with colleagues/clients

@lauracrimmons #TuringFest Check through your emails to see if you
can find something they’ve emailed about that shows their interests…

@lauracrimmons #TuringFest 1. Compliment them on some great work 2.
Ask for their advice on an upcoming project 3. Find out what their KPIs are/what’s important to them 4. Provide treats

@lauracrimmons #TuringFest “The Branded3/Provident relationship isn’t your standard client/agency relationship.
We’ve built up a really great friendship (after all you only invite friends to your wedding!) which means we all work together as one big team. We’re comfortable enough to question each other when things don’t go right and excited to share success when it happens!”

@lauracrimmons #TuringFest Don’t underestimate the power of a drink

@lauracrimmons #TuringFest Connecting with journalists/influencers

@lauracrimmons #TuringFest Twitter is your best friend.

@lauracrimmons #TuringFest It’s not just about personal interests though, make
sure you’ve researched what they write about / have previously written about

@lauracrimmons #TuringFest “But isn’t that really time consuming?” - training
attendees

@lauracrimmons #TuringFest Connecting with your audience

@lauracrimmons #TuringFest Stop talking about page views and users. We’re
marketing to people we need to think about them as such.

@lauracrimmons #TuringFest Pulling it all together…

@lauracrimmons #TuringFest The Three Whys: Why are people doing something?
Why is it important? (x3)

@lauracrimmons #TuringFest Why do people use taxis? To get to
where they need to be Why is it important to us? Because we want to arrive quickly and safely Why is it important to us? Because we don’t want to travel on unclean transport Why is it important to us? We don’t want to get ill

@lauracrimmons #TuringFest Daily Mail feedback / exclusive

@lauracrimmons #TuringFest London Mayor’s response

@lauracrimmons #TuringFest Online conversations

@lauracrimmons #TuringFest Campaign launch Mayor’s announcement Traffic

@lauracrimmons #TuringFest Campaign launch Search visibility

@lauracrimmons #TuringFest “London Under the Microscope’ is a brilliant example
of how a well structured and planned campaign is able to deliver fantastic results in terms of brand awareness, customer engagement and ROI - even in a relatively niche sector. We were delighted with the results of the campaign and thoroughly enjoyed working with Branded3 to bring it to fruition. Not only are the team at Branded3 extremely talented but they also have the knack of making collaborating on projects fun, without deviating from the final goal.” Client feedback

@lauracrimmons #TuringFest To summarise… 1. We like to talk about
ourselves, so give people space to talk 2. Use subtlety to show that you've listened/taken time to research people 3. Remember we're connecting with other people (with feelings) - not page views or link targets

@lauracrimmons #TuringFest Thanks [email protected] @lauracrimmons

Laura Crimmons – Making the Connection (Turing ...

Laura Crimmons – Making the Connection (Turing Fest 2017)

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