1. It started with a click…

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6. 5 the Penguin guide to (digitally) falling in love…

7. THE PRINCIPLES BE ATTRACTIVE Focus on discoverability, prioritise metadata & SEO BE FLIRTATIOUS Create social objects and sharable content ENGINEER A MEANINGFUL ENCOUNTER Include a (light to start with) data collection mechanic in your engagement

8. 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

9. THE PITFALLS DON’T BE A STALKER Ensure you have a proper contact management strategy in place, invest in a CRM system and expertise. DON’T PLAY HARD-TO-GET Resource and prioritise best practise community management.

10. 9 Thank you