relationships. digital, physical, human, commercial...it's all relative if you follow some simple rules.

1. *a guy walks into a bar

2. *a guy walks into a bar
*and meets his dream girl

3. a guy walks into a bar
*a brand walks on to the Internet
and meets his dream girl
*looking to meet its dream consumers

4. how does the guy “get the girl”?
*how does the brand “get the consumer”?

5. turn the first glance into a
happily ever after
*turn the “Like” or the “click” into a loyal life long consumer

6. so let’s start again
*remember our guy?

7. a guy walks into a bar
*and orders a

8. a brand walks onto the Internet
*and launches a Facebook Community

9. *and so the flirting begins…

10. first things first…
*know what (and who) you want

11. *find the “right” target audience on Facebook
find the “right” girl at the bar

12. *and bring them to your Facebook page
and get her attention

13. get her number
*get the “Like”
*make them into an active and engaged Fan.
* Your Ultimate Objective

14. the rules of approach
*how to stand out from the crowd and make an impression
the rules of engagement
*how to hold an interesting conversation / spark and hold interest
*awareness and activation through strong creative and targeted ads
*engagement through content

15. *be bold and brave
*be unexpected. stand out from the crowd
*look your best
*have a great conversation starter
*avoid cliches
*know your audience
* The Rules of Approach

16. *daring impactful creative
*unique message
*modern & high quality visuals
*smart copy
*out of the box concept
*targeted, user centric message
* The Rules of Approach

17. *now that you’ve got her attention,
how will you keep her engaged
& focused on you?
*for a looong period of time
*amongst other men vowing for her attention
*through all the noise at the bar
* The Rules of Engagement

18. *content with a clear brand identity
*identify and clearly communicate your USPs
sell yourself (well, the best version of you)
* The Rules of Engagement

19. *interactive content and tone of voice
*open a dialogue that will provoke a reaction, a
comment, tell you something about them
don’t talk too much about yourself
* The Rules of Engagement

20. *rich, animated content
*strong images, videos, gifs & other formats
don’t be a bore / be animated and vibrant
* The Rules of Engagement

21. *brand and product stories
*that the user can connect and see themselves in
tell her a good story
* The Rules of Engagement

22. *social media monitoring, reporting,
measurement
*listen to what users are saying and use that
information to optimise your content
be a good listener
* The Rules of Engagement

23. so, it’s the end of the night
*and you followed all the rules

25. * you got her number
*you made them a Fan

26. * time for the dating to begin

27. * dating is about falling in love

28. *but come on, let’s tell it like it is…

29. * first comes love, then comes marriage

30. getting her to (eventually) say yes
*getting them to say yes to your product
* Your Ultimate Objective

31. * The Rules of Dating
*dating is all about
shared experiences

32. * The Rules of Dating

33. * The Rules of Dating
* your website
* social media
* digital media
*campaigns
& activations

34. *be present on a wide mix of digital media
environments and websites
*mix of social media, lifestyle, culture, news,
blogs, entertainment etc
visit a variety of places together
* The Rules of Dating

35. *don’t just go to the environments that are the
most “popular” / mass.
*find your niche with new innovative media &
environments that your consumers visit often.
be adventurous. discover new places together
* The Rules of Dating

36. *activations & campaigns that will provide a
unique brand experience only shared by you, and
your consumer.
*microsites, minisites, landing pages, applications
create new places and experiences together
* The Rules of Dating

37. *user generated content
*incentivise users to give you their stories,
their content, their experiences
capture the moments and the memories
* The Rules of Dating

38. * The Rules of Dating
* your website
your love nest

39. *always take care of your home
*make sure she feels at ease there
*make sure its hospitable & welcoming
*make sure you have good Feng Shui
*make sure it can change in the future
* The Rules of Dating

40. *always take care of your home / maintenance, design
*make sure she feels at ease there / user friendly (UI/UX)
*make sure its hospitable & welcoming / SEO / content
*make sure you have good Feng Shui / easy to navigate
*make sure it can change in the future / dynamic content
* The Rules of Dating

41. *you’re in love. this is serious stuff now

42. * it’s time to pop the question

43. *the right place
*the right time
*the right mood
*the right message
* The Rules of Proposing

44. *truth is
if you’ve followed all the rules
the perfect moment could be anywhere
at home / your website
out to dinner / banner
at a bar / Facebook post
on a trip / activation
* The Rules of Proposing

45. *all it takes is one moment / one view, one click
* The Rules of Proposing

46. *they bought your product
*they took part
*they clicked
*they signed up
*she said yes

47. * and they (and you and your consumer) lived happily ever after

48. *umm, no

49. *isn't magically achieved with a wedding or a conversion
*the happily ever after

50. after the wedding
*after the sale, after the conversion
*loyalty, ambassadorship, lifelong commitment
it’s about the marriage

51. *making the marriage last to a
happily ever after
*turning a one time consumer into a life long loyal consumer
and ambassador
* Your Ultimate Objective

52. *loyalty
*honesty
*commitment
* The Rules of Marriage

53. * The Rules of Marriage
not forgetting anniversaries, valentines day
and her cousin’s sister’s dog’s birthday
*well, that and

54. * The Rules of Marriage
*that show them you are thinking about them
all the time, that make the difference
it’s the little things

55. * The Rules of Marriage
*rewards, contests, incentives, loyalty
schemes
*eCRM (newsletters, tailored offers…)
surprising her and making her feel loved

56. * The Rules of Marriage
*unexpected, out of the box activations,
content & campaigns
keeping the flame alive

57. * The Rules of Marriage
*keep your content & your design fresh
*on your website, social media, everywhere!
not letting yourself go

58. * The Rules of Marriage
*always on digital presence across all channels
*tell them about your new products, events,
campaigns
*always keep dialogue open and LISTEN!
communication. communication. communication

59. *and they lived happily ever after

60. *now,
even if you don’t remember
or follow any of these rules

61. *remember your wedding vows

62. I, ______
*insert your brands name here
* Your Vows

63. take you
*online user and beer lover
* Your Vows

64. to be my
*beloved, loyal and lawfully wedded consumer
* Your Vows

65. to have
*on Facebook, Instagram, Youtube, my website and
all digital media
* Your Vows

66. and to hold
*through engaging, impactful content & shared unique brand
experiences
* Your Vows

67. from this day forward
*the day you first liked one of my branded posts or tried my
delicious refreshing beer
* Your Vows

68. for better
*on summer vacation with friends, at home with your loved ones
* Your Vows

69. for worse
*when you’ve had a rough day or you’re feeling down
* Your Vows

70. in sickness and in health
* Your Vows

71. until death *or the fall of the Internet* do us part
* Your Vows

72. * Cheers