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