eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
YOU’RE BEING CATFISHED:WHY YOUR AUDIENCE DECEIVES YOU
TATIANA MACDESIGN LEAD
@tatianatmac
CHER FULLERDIGITAL STRATEGIST
@cherfuller
@eROIDIGITAL MARKETING
AGENCY IN OLD TOWN
HI.
CATFISH:
To lure someone into a relationship by means of a fictional online persona.
WHY IT DOESN’T WORK
OUR FICTIONAL ONLINE SELVES
after #SOTU?
Sent at 5:03am
YAS!
Fell asleep...
Sent at 6:39pm
50-70
YEARS OLD
LOVES MAKEUP
TVHOST
WHY IT DOESN’T WORK
INDIVIDUALS ARE COMPLEX
WHY DOES THIS MATTER
INDIVIDUALS ARE PROUD TO BE REAL
WHY DOES THIS MATTER
IF YOU RELATE, YOU WILL AUTHENTICATE
CUSTOMER SEGMENTATION JOURNEY
HOW IT WORKS NOW
WELCOME &CONFIRMATION
REVIEWTHE PRODUCT
2d
PRODUCTS YOUMIGHT ENJOY
3d
SALE ON OTHER PRODUCTS
1d
TAKEA SURVEY
2d
➜ONE WAY
CUSTOMER SEGMENTATION JOURNEY
HOW IT COULD WORK INSTEAD
Sorry that didn’t work out. Try these other
options.
THANKS FOR YOUR PURCHASE!
Have you been looking for this or something like it?
YES!This was
AMAZEBALLS.
NOPE.
Hooray!Maybe you can help make it someone else’s favorite
by leaving a review?
We love our faves, too!Let us set up a reminder
for you?
YAS!Hopefully
try 33 is a charm!
No.It’s a gift.
No.I order this
ALL the time.
We would love to hear what you think! Did you like it?
How nice of you. Here’s 25% to TREAT YOURSELF.
We won’t tell.
CUSTOMER SEGMENTATION JOURNEY
MINING FOR INFORMATION
STITCH FIX
SHOW & TELL
ASK TO BE HELPFUL
ADOBE
START A CONVERSATION
WHY WE NEED TO EVOLVE OUR STRATEGIES
SOCIETY IS CHANGING
MAN WOMAN
MARRIEDSINGLE
GAYSTRAIGHT
NON-LATINOLATINO
WOMAN
MARRIEDSINGLE
GAYSTRAIGHT
NON-LATINOLATINO
MAN GENDERQUEERTRANS
CISGENDERDRAG
FLUID
OPEN DIVORCEDWIDOWCOMPLICATEDLADY
ASEXUAL
ASIAN HISPANIC
LATIN-AMERICAN
BLACK
QUESTIONING
GENDER BENDER
GENDER NEUTRAL
HETEROSEXUALHOMOSEXUAL
MIXED RACE
QUEER
COMMITTED
SIGGO
COHABITATINGENGAGEDDOMESTIC PARTNERSHIP
SEPARATED
SEPARATED
ARABBIRACIAL
MIXED RACE
CAUCASIAN
AFRICAN-AMERICAN
BLACK
PACIFIC ISLANDER
JEWISH
INDIAN
ESKIMO
SLAVIC
POLYAMOROUS
MANPIECE
YOU’RE NOT JUST SELLING THINGS,YOU’RE EMPOWERING PEOPLE TO BE
“To be yourself in a world that is constantly tryingto make you something else is the greatest accomplishment.”
RALPH WALDO EMERSON
QUESTIONS
THANK YOU