be shareworthy: microsharing and healthcare brands
DESCRIPTION
The big idea is that "going viral" isn't a realistic metric for most brands (and budgets). But, microsharing (recommendations and pass along in small friend networks) is not only repeatable and realistic, it can provide incredible value for brands. In the presentation, we looked at the basic strategy for creating more shareworthy marketing and at five types of creative approaches that really deliver on it.TRANSCRIPT
Be ShareworthyThe ultimate metric is what we recommend to each other
Every conversation about digital and social marketing should start with these six words:
What do you want to accomplish?
The scariest answer in advertising starts with just two words:
VIRAL VIDEOVIRAL VIDEO
We want to create a
What went viral in 2010?
12 million views of American Idol’s “pants on the floor” outtake
35 million views of a certain dreamy double rainbow
14 million views of chat roulette piano improv
A few brands broke out, too…Each backed by hundreds of millions of dollars in TV ad spend
10 million rocked out to the Swagger Wagon
22 million watched the man your man could smell like Super Bowl ad
Every minute, 24 hours of video is uploaded to YouTube.
3.1%
0.3%
0.02%
>1,000 views
>10,000 views
>100,000 views
What are your real chances of going viral?
Slate, 2009
If viral isn’t the answer? What is?
IMPRESSIONSBuying one set of
eyes at a time
What does success look like?
VIRALExponential sharing
among millions of people
What does success look like?
If viral isn’t the answer? What is?
IMPRESSIONSBuying one set of
eyes at a time
VIRALExponential sharing
among millions of people
Maybe there’s something in the middle
that builds on impressions with
personal, micro sharing.
Shareworthy is: Something we can’t
wait to pass onhttp://www.flickr.com/photos/creativecommons/2294317199/
Not with the whole world on YouTube or Twitter, but with our personal networks – our real friends.
Why it mattersThe real impact of micro sharing
Health influencers have a multiplier effect1
Reach those 36 million, you effectively reach 101 million
They share health info and answer friend’s questions
20% of Americans are “health influencers”
They directly impact at least 2.8 people each
Manhattan Research, 2010
Supports the way we make decisions today
In 2006, we turned our collective attention to the impact of social media. The value of peer opinion had risen to surpass that of doctors and academic experts for the first time. Today, that decision making is much more balanced. We look for both content and context.
2
Advice from experts
Materials from brands
Perspectives of people like
me
Research I do on my
own
ME
DIC
AL
& M
AR
KE
TIN
GC
OM
MU
NIT
Y C
ON
TE
XT
RIGHT DECISION
FOR ME OR MY PATIENT
Edelman Trust Barometer, 2006, 2010Pew Research, 2009
Delivers bottom line results3
PAID MEDIABuys impressions
SHARED MEDIACreates an impression
Women particularly talk about brands ~92x in the course of a week
43% of women (and 29% of men) have at least one conversation per day that includes a healthcare brand
51% said they would purchase something based on a conversation
NBC, 2010Keller Faye, 2010, 2009
How it worksThe strategy of shareworthy
We always start with a balanced strategy.
VALUE TO THE BRAND
VALUE TO THE PEOPLE
Engaging people with the experience they want
Delivering on our brand goals and metrics
Too far to the left is a corporate.com megaphone.
BUY ME!!!
Too far to the right is just buzz.
But a strategy right in the middle can make sharing look:
What does it say about me?
The Secret of ‘shareworthy’ is that the value is not what it gives her, but what it says about her.
In a split second, she decides if it reflects who she is.
So, why are some brands shared and some not?
We looked at lots of brands and campaigns to find the answers Analysis using our Shareworthy Index Proprietary insight mining techniques 2010 She Says survey of 1300 women
Shareworthy in actionWhat 5 kinds of campaigns say about the sharer
Shareworthy feels like a gift:
WHAT IT SAYS ABOUT ME:
I’m thoughtful
Other examples: GAP’s give one/get one for Leukemia Mom’s clubs (Amazon, Similac)
Shareworthy is “my discovery”.
WHAT IT SAYS ABOUT ME:
I’m wise
Other examples: Tampax BeingAGirl Groupon Angie’s List
Shareworthy is when we’re in this together.
The truth about hormones
WHAT IT SAYS ABOUT ME:
I’m in this with you
Other examples: Poise/Light Bladder Leakage Secret Clinical Dove Real Beauty
Shareworthy is showing, not telling.
WHAT IT SAYS ABOUT ME:
I care
Other examples: EMD Serono’s Birds and Bees It Gets Better Project Nike Girl Effect
Shareworthy is an action we can take together.
WHAT IT SAYS ABOUT ME:
I am a role model
Other examples: Lysol Mission for Health Tide Loads of Hope Pepsi Refresh HERA’s Run Like a Girl
The Shareworthy ChecklistIs your campaign ready to pass on?
What’s wrong with this picture?
(it’s from a river-front music festival in Austin)
POP QUIZ
Thanks to Church of the Customer for this find!
The Shareworthy Checklist:
Familiar voiceSpeaks like
a native
Easy to ShareFWD, Like,
embed, repeat
Super RelevantIn our
“right now” culture
Fresh approachTo a familiar story
or issue
Performance indicators to watch:
ReferralsReputation
Peer Context
Time Spent
Are more people choosing to spend time with your brand?
Where are clicks coming from? Repeatable URLs? Passed along offers?
Is your investment in digital inspiring
echoes in peer-generated content?
What’s the tone of conversation about
your brand? Is sentiment changing?
[email protected] @leighhouse@iqlab#iqlab@gsw_worldwide
Advergirl.comWhatsYourDigitaliQ.comBeSharworthy.comBrandLiberators.com
Thank you. And, please, keep in touch: