Awesome finds awesome! Creating shareable content in a social world
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These slides describe why creating content that gets shared matters in today's online marketing environment, presents some high level tips for what types of content get shared and walks through a variety of different ways brands can create shareable content.
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Awesome finds awesome! Creating shareable content in a social world
- 1. Awesome finds awesome! Creating shareable content in a social world. Sean McGinnis Marketing GM, Director of Digital Marketing http://SearsPartsDirect.com
- 2. About Me Marketing GM Sears PartsDirect 14 years digital marketing experience Dad, Husband, Son, Golfer, Gadfly, Lawyer, Leader, Lunatic PLEASE Connect with me! Twitter – @SeanMcGinnis Facebook - @SMcGinnis LinkedIn - @SeanMcGinnis
- 3. Agenda • Why does share-ability matter? • What types of content tend to get shared? • Examples of share-able content + tips & tricks
- 5. Direct Traffic Massive traffic can come from direct share.
- 6. Links http://moz.com/article/search-ranking-factors Links remain the #1 search ranking factor
- 7. Direct Traffic Case Study
- 8. 12 Most Ridiculous Job Titles in Social Media • July 26, 2011
- 9. 12 Most Enchanting Things About Google Plus • August 1, 2011
- 10. 12 Most Compelling Reasons to Home School Your Children • February 12, 2012
- 11. What Types of Content Tend to Get Shared?
- 12. Arousal is the key! “Content that evokes either positive (awe) or negative (anger or anxiety) emotions characterized by high arousal is more viral. Content that evokes low arousal emotion (sadness) is less viral.” - Social Transmission, Emotion, and the Virality of Online Content Jonathan Berger & Katherine L. Milkman
- 13. ANGER
- 14. AWE
- 15. ANXIETY
- 16. Examples of Share-able Content + Tips & Tricks
- 17. Don’t Just Share Your Own Work
- 18. Curate and Re-Share Content! • Ads of the world took content from Neutron. Re- packaged it. • Links to Ads of the World re-shared post = 471 • Links to the original post by Neutron = 2
- 19. Manage & Encourage Ongoing Re-Shares • Ask for a link back if not provided. • List yourself or site as creator of work. • Embed links into content or other works. Many scrapers take everything whole cloth, including links. • Encourage sharing through social sharing buttons. • Have an easy to find policy outlining and encouraging sharing & re-use with attribution and links back. • Build a kick-ass community (more on this later).
- 20. What Types of Content Get Shared? • Anecdotal examples from my personal Facebook sharing habits.
- 21. A Hilarious Spin
- 22. Subtle (from a branding perspective)
- 23. Flow Chart • Can be very effective. • Apply to both a B2C and B2B context. • Can be informative or humorous.
- 24. Cheeky
- 25. Clarify the Complicated: With Style • Hits home for everyone who spends any time in social media. • Funny, Rings pretty true, explanatory.
- 26. Create a Meme Or just participate in one
- 31. About Us Page Hat tip to the amazing @ShellyKramer for the find & share on her blog http://www.v3im.com Be Creative! Dare to try something different.
- 32. Create a list 243 Blog posts listed in this end of year round up
- 33. Hold a contest
- 34. Contests have multiple benefits
- 36. And even more benefits
- 37. We don’t need no stinking ________! • Let people BRAG! • I bet we can come up with 20 right now! • Brainstorm reasons to use a badge with me!
- 38. Give of yourself first Does anyone remember the Blogroll these days?
- 39. Engage in Your Community Awesome isn’t JUST about sharing
- 40. Take a position • Taking a position feels SCARY as a brand. • Fear of alienating half your constituents. • Find safe ground to test it out. • Stay away from religion & politics, unless that is your core. • Will help clarify brand essence and vision of business!
- 41. Show emotion • Be human. • Do NOT be afraid to do something different! • Speak with a human voice (no matter the company). h/t Cluetrain Manifesto • Be remarkable – that’s what awesome is all about!
- 42. Appeal to the Human Condition
- 44. Real Connections Matter Asked two friends same question via Facebook message. Two answers within 10 minutes.
- 45. People Are Awesome! • http://www.youtube.com/watch?v=Vo0Cazxj_yc
- 46. Questions?
- 47. Connect with me! Twitter – @SeanMcGinnis Facebook - @SMcGinnis LinkedIn - @SeanMcGinnis
Hinweis der Redaktion
- This is truly universal! EVERYONE who has been inside any decent sized company can identify with this!