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The7Principlesof
HowtoMakeContentShareable
Social
design
It’s All Word
of Mouth
By
J ohn
B e l l
The7Principlesof
HowtoMakeContentShareable
Social
design
Is the content
valuable to the end
user in some way?
Entertainment has
value, but so does utility.
In either case, you need
to understand what your
audience values rather
than just assuming
they have an innate
fascination in your brand
talking about itself.
ValueExchange
The7Principlesof
HowtoMakeContentShareable
Social
design
Ideas
Disruptive
We stop to notice ideas
or concepts that challenge
our understanding of the
way the world works. The
Museum of Memory and
Tolerance in Mexico asked
the question “what if
tweets that discriminated
against races and genders
were bullets aimed at the
heart of Mexico?” A social
media fueled paint gun
stained the word “Mexico”
every time someone
posted a discriminatory
tweet. This social data-
driven demo shocked
citizens around the hate
speech going on around
them.
The7Principlesof
HowtoMakeContentShareable
Social
design
Story
Great
So many of our decisions
are based upon emotional
drivers, not the rational
features and benefits of the
latest widget. Great stories
are not only dramatic, they are
also emotional. Our team in
Amsterdam created a deeply
emotional story—for funeral
insurance, of all things—
when they asked people to
share what they would want
to tell a loved one before
they died. These stories are
so emotionally touching, we
want to pass them along and
reach out to our own parents,
favorite aunt, or close friend
to tell them how important
they are to us.
The7Principlesof
HowtoMakeContentShareable
Social
design
FreshInterest
What is new or
interesting about a
topic? Finding that fresh
area of interest when you
are launching a product
that’s not as sexy as the
next Tesla Roadster is
every marketer’s job.
People want news they
can share around the
vending machine at work
or via their Twitter handle.
The7Principlesof
HowtoMakeContentShareable
Social
design
Proof
Social
When we see others
doing something, we
are often more apt to
make that same choice
ourselves. Why else
do we have counters
next to Tweet icons or
Facebook tallies that
tell us how many others
have already thought that
content valuable enough
to share? The beauty of
Facebook advertising
is that the ads tell me
which of my friends find
a product interesting
enough to “like” it.
The7Principlesof
HowtoMakeContentShareable
Social
design
I wrote a chapter
in the ebook
“Social@Scale.” Since
I participated and
was able to be highly
creative—those were my
words and thoughts—I
am now far more likely
to pass that content
along. Nutella has
applied that principle
to its product label as
content. In Belgium
and other countries,
users can customize the
iconic product label with
their name in place of
the logo and have that
product delivered.
Creative
Participation
The7Principlesof
HowtoMakeContentShareable
Social
design
SimpleAdvocacy
When we make it
simple and then
actually ask people to
share, they aremore
likely to do so. Reducing
the number of button
clicks it takes to share
a white paper is worth
sweating bullets over.
And don’t forget the ask.
The7Principlesof
HowtoMakeContentShareable
Social
design
Like most good suits, shareable
content doesn’t come off the rack ready-
made. But if you start weaving the fabrics
of these principles together, trimming
a little length here, broadening the
shoulders over there, you can wind up
looking like a million bucks.
The7Principlesof
HowtoMakeContentShareable
Social
design
Clickheretoread
thefullarticleon
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The 7 Principles of Social Design - How to Make Content Shareable