shareable content
DESCRIPTION
I tend -- in my highly specialised line of work -- to concentrate on the channel, and not the content. My interest is mainly in the technology and psychology of social media marketing. That said, here are a few things that I've picked up along the way...TRANSCRIPT
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
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
451,043 PEOPLE LIKE THIS