Responsible for over two million marriages, eHarmony is the number one trusted online dating site for singles. There’s no denying the success of eHarmony’s match-making algorithms. Based on a recent survey of 17,000 couples, eHarmony couples had a 3.86% divorce rate after seven years compared to a 40% national average.
We spoke with eHarmony to discover how social media marketing drives more signups and improves their match-making success.
Dr. Neil Clark Warren practiced as a clinical psychologist, counseling thousands of couples for 35 years before founding eHarmony. Founded in 2000, the global online dating site matches over one million users every day based on compatibility. Every day, 438 eHarmony members marry as a result of being matched on the site in the U.S. alone.
- response rate within 2 hours
- engagement increase
- greater follower growth over competitors
- growth in overall social community
What they did
In an effort to make meaningful connections, eHarmony is challenged to reach and convert new subscribers. eHarmony traditionally focused marketing spend on television ads, but they’re expensive and lack targeting capabilities. Social media now supports their overall marketing efforts to target people better.
Kerianne Mellott is eHarmony’s Director of Social Media. She’s responsible for increasing the number of database subscribers and converting them into users. “We have a longer funnel in a crowded and highly competitive market,” says Mellott. “Once you decide that eHarmony is a match, you take our relationship questionnaire and then subscribe. We’re challenged to find our target audience on social media and get them to click through to subscribe.”
- Scale resources: Expanding eHarmony’s marketing channels meant shifting resources to better support diverse communities online with real-time customer service, moderation, and content.
- Monetize social media: eHarmony wanted to improve click through rates (CTR) and show the return on investment (ROI) of social media.
- Organize engagement: Mellott needed a way to oversee and moderate all brand-related conversations, organic and paid ads, and campaigns across many social channels.
Social media is a great place for businesses to communicate, but at the end of the day, we’re a business with a bottom line. We need a ROI on resources and time spent to show that we’re earning subscribers. If someone’s scrolling through a Facebook newsfeed, we need them to see our ad, click through, and join eHarmony.
How they did it
The first step Mellott took was to organize efforts by onboarding Hootsuite. For her and the small team, the ability to have one person know what’s happening with all social conversations, whether organic or paid or customer service related, was essential.
“Hootsuite’s great because I have all of eHarmony’s channels in there and can easily source and schedule out great content that promotes signups,” Shannon Gallico, Social Media Specialist at eHarmony says. “There’s no risk—everything’s logged in, organized, and secure.”
Target audiences on social media like never before
eHarmony uses an organic and paid social media strategy to find new customers. Gallico uses Hootsuite to schedule content to be published across all channels. If the content is related to a specific market, she adds targeting capabilities such as demographic, location, and interest within Hootsuite to reach the most relevant audience. Based on initial performance and moderating ads, Mellott will put promotional dollars behind various Twitter and Facebook posts.
Test content to find what works
To prove that social media drives more subscriptions, Mellott launched several small tests. She started with a campaign with some ad spend behind it. “I know people are on social media and it’s just a matter of testing to see how they respond in clicks and conversions,” she shares.
Working with her IT department, she integrated Hootsuite and Google Analytics with existing eHarmony code in order to track all data coming from social. This allows them to track multiple steps of conversions. By tagging all content shared from Hootsuite with UTM parameters, they can track analytics events. “We know which ad or campaign they clicked on that landed them on eHarmony.com to fill out our questionnaire and can track ROI easily,” says Mellott.
From these tests, Mellott discovered that one of eHarmony’s best performing types of content is success stories or testimonials shared by customers on social media. For example, one customer posted on Facebook, ‘My husband is my friend and lover and we met on eHarmony.’ “Powerful testimonials on social media drive more people to our site for signups,” shares Mellott. “As a love-dating relationship company, people look for those success stories as an affirmation.”
“Hootsuite gives us organization instead of chaos,” says Gallico. “Even with a small team and limited resources, the platform lets us see everything in a clear, non-overwhelming way.”
eHarmony has improved their response time and established a clear way to track subscriptions from social media. They find that if their community is well-looked after, then customers are more likely to engage and subscribe.
Today, they have an 84% response rate within two hours of a customer reaching out. Compared to many of their competitors who don’t respond or moderate social, this approachability sets them apart in a saturated market. As a result, they’ve seen 10% greater increase in follower growth over competitors.
We value being one of those brands that welcome public conversations. There’s a power in being able to reach out to customers easily, especially in a highly saturated market. Hootsuite has been key to getting us here.