shareable content

CONTENT SHAREABLE

(A LIMITED REVIEW)

HELLO MY NAME IS @MEDIACZAR

MUHTAR KENT CEO THE COCA-COLA COMPANY

THE VALUE IS YOU CAN TALK WITH THEM. THEY TELL YOU THINGS THAT ARE IMPORTANT FOR YOUR BUSINESS AND BRANDS

WHAT ARE THEY SAYING?

HARNESSING SLACKTIVISM & F.U.D.

HOLD ON A MO…

NO-ONE LIKES MR PEDANTIC

SELF-DELUSION

“PINK COKE” POSTS PER HOUR OVER 144 HOURS

0

5

10

15

20

25

30

Oct 02 Oct 03 Oct 04 Oct 05 Oct 06 Oct 07 Oct 08

AUSTIN POSTS AROUND NOW

JOHN POSTS AROUND NOW

I WANT SOME OF THIS VIRAL MAGIC

BUT MOST CONTENT NEVER GOES VIRAL

MAKE SOMETHING BEAUTIFUL

(THEN CROSS YOUR FINGERS)

JONAH PERETTI FOUNDER & CEO BUZZFEED

AGENCIES HAVE BEEN MAKING CONTENT FOR 100 YEARS THAT TARGETS INDIVIDUALS, BUT THE SOCIAL WEB REQUIRES AD CREATIVE BE RE-ENVISIONED FOR SHARING AMONG GROUPS.

SOME TACTICAL OBSERVATIONS

LET SOCIAL MEDIA CUES DEFINE CONTENT

COMBINE SHARING WITH SELF-INTEREST

MAKE IT ABOUT THEM, NOT YOU

LET SOCIAL MEDIA CUES DEFINE CONTENT

NEWS HOOKING: WHY WAS THE iPHONE 5 A “THING”?

iPhone 5

Twitter

Pixar

iPad

Amazon

Teachers

Cheney

Astronomy

Rick Perry

Mubarak

CLICKS ON 10 @HUFFINGTONPOST LINKS, 2011-09-05

PRO TIP: TRY ADDING + TO SHORT LINKS TO SEE CLICK DATA

“BIG NICHE” MEME-HOOKING

WILL IT BLEND?

TOYO

TA T

ACOM

A: L

EERO

Y JE

NKI

NS

(OCT

OBER

200

7)

1.75 M VIEWS ON USER REPOSTS

ÉSPR

IT D

E L'E

SCAL

IER

SOCIAL MEDIA CUES DEFINE CONTENT

JOURNALISTS SOCIAL

EXPLOIT NICHE INTERESTS

HOP ON MEMES

RESPONDING BEATS OWNING

MAKE IT ABOUT THEM, NOT YOU

MASLOW’S HIERARCHY OF NEEDS

HUMANITY’S ULTIMATE GOAL IS A SENSE OF PERSONAL MEANING AND IMMORTALITY. FAILING THAT, A PERSONALISED NUMBER PLATE WILL DO.

OFFICE MAX: ELF YOURSELF (XMAS 2006)

36 million visits in 5 weeks.

Still running 6 years later.

INTEL: MUSEUM OF ME (MAY 2011)

1 million visits in 5 days. No media support.

MY

FEW

SEC

ONDS

OF

FAM

E AS

A S

OCIA

L OB

JECT

(201

2)

MAKE IT ABOUT THEM

POWERED BY FACEBOOK

DON’T REQUIRE FANS

SPREAD THROUGH NEWSFEED

TARGET EGO NEEDS

COMBINE SHARING WITH SELF-INTEREST

EXTRINSIC VALUE IS USUALLY THE WORST OPTION

“SHOP A FRIEND FOR A FIVER”

INNOVATIVE THUNDER: PAY WITH A TWEET (2010)

Where we used to offer content or value in return for an email address or a like… …we can now ask for a share or endorsement to the users’ social networks.

VOLKSWAGEN BRAZIL: TWITTER ZOOM (2010)

VW hides tickets to Planeta Terra music festival around city Locations of the tickets marked on a Google Map-powered campaign site Zoom in by tweeting #foxatplanetaterra Hashtag trends for 4 days

TOYO

TA F

J CR

UISE

R:

LIKE

MY

RIDE

(MAR

CH 2

011)

DAN ARIELY BEHAVIOURAL ECONOMIST

SOCIAL NORMS ARE WRAPPED UP IN OUR SOCIAL NATURE AND OUR NEED FOR COMMUNITY. THEY ARE USUALLY WARM AND FUZZY. INSTANT PAYBACKS ARE NOT REQUIRED

ASOS: EXCLUSIVE SALE PREVIEW (JUNE 2011)

ASOS creates a virtual queue to enter their online Summer Sale. Users can jump places in the queue by recruiting their friends. 27K fans join queue on day 1 ASOS generate over 500K store visits

FALSE SCARCITY CREATES VALUE

SOCIAL ACTIONS REINFORCE VALUE

SOCIAL MARKETING GENIUS

REWARD SHARING

AVOID ONE-TO-ONE THINKING

FIND (OR CREATE) VALUE

AVOID EXTRINSIC VALUE

EXPLOIT SOCIAL NORMS

VERY QUICK RECAP

LET SOCIAL MEDIA CUES DEFINE CONTENT

COMBINE SHARING WITH SELF-INTEREST

MAKE IT ABOUT THEM, NOT YOU

KTHXBAI

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