why people share & writing copy for social channels
DESCRIPTION
As humans, we communicate for very specific reasons Social media has not changed the basics of human engagement – community, the levers of influence and how we share information. In fact, the opposite - social networks are fully based around human behavior. To really understand how to write compelling copy for social channels, it is important to understand how and why human beings share. H/T to Paul Adams and WOMMA.TRANSCRIPT
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Gemma CravenEVP, Social@Ogilvy
@gemsie
Writing For Social Media
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Communications In A New World
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Technology is driving dramatic shifts
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We have gone from communicating like this
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To this
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And soon, like this..
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Yet while the places we communicate in may have changed
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The reasons why have not
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So to understand copy writing for social media
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“Our business is infested with idiots who try to impress by using pretentious jargon”
We need to look at why people communicate
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Why People Communicate
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We talk to survive
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Our motivations for sharing online are the same
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We talk to form social bonds
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Online conversations signal connectedness
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We talk to help others
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We talk to manage how others perceive us
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Key takeaways
1. Craft a clear voice and persona for your brand online
2. Create utility to drive sharing3. Have a two way conversation 4. Remember no one likes self obsession 5. Be aware of the world around you
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What We Talk About
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Tip #5Ensure you have the right listening infrastructure
Many of our discussion is about other people
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We share feelings not facts
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People share content that triggers the most arousing emotions
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We talk about the things around us
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And we talk about brands in passing
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Only 9% of conversations about brands are online
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Key takeaways
1. Build campaigns around content that generates strong feelings
2. Ask people to talk about others 3. Use tools such as polls to drive lightweight
conversations about brands4. If you want people to talk about your brand, put it
in their physical environment
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Who We Talk To
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We like to think we speak to a wide group
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We talk to the people closest to us
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And at the center of our social network
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Who is listening changes what we talk about
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Who is listening changes what we talk about
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Key takeaways
1. Put yourself in the shoes of the target you are trying to reach
2. Build programs through connecting authentically with the people closest to that target
3. Understand the audience you are connecting with and their behaviors on the platform you are reaching them on
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Recap: the guiding principles of why we talk
Sharing information makes life
easier, helps grow bonds and manage reputation
We talk about other people, what’s around us and content
that drives strong feelings
We talk about brands in
passing, often driven by our environment
We talk to the same 5 to 10
people 80% of the time
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10 Helpful Tips For Social Media Writing
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Set up a Social Brand Voice
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Create Content Pillars to define content focus
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Tip #4Use a Center of Excellence approach
Image courtesy of the Altimeter Group
Use social listening to inform relevant content
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Create a Conversation Engine to drive scale
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Think about how copy differs across platforms
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Tip #3Content is key on today’s visual web
Don’t forget the power of the visual web
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Use smart tools to help plan social copy
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Tip #2Measurement & analytics are no longer optional
Test and learn to determine how copy works
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Work with different influentials to create copy
WOMMA Influencer Framework
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Always be learning: Red Bull
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Always be learning: Coke
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Always be learning: Netflix