A guy meets a girl at a bar and is interested in pursuing a relationship. Similarly, a brand launches on Facebook and wants to attract loyal consumers. The document provides advice on how to initially get someone's attention ("The Rules of Approach"), how to keep them engaged over time ("The Rules of Engagement"), ways to continue building the relationship through shared experiences ("The Rules of Dating"), properly proposing to take the relationship to the next level ("The Rules of Proposing"), and maintaining a strong relationship through communication and shared experiences ("The Rules of Marriage"). The overall goal is to transform initial interest into a lifelong loyal customer or committed relationship.

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