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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.
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Gemma CravenEVP, Social@Ogilvy
@gemsie
Writing For Social Media
Communications In A New World
Technology is driving dramatic shifts
We have gone from communicating like this
To this
And soon, like this..
Yet while the places we communicate in may have changed
The reasons why have not
So to understand copy writing for social media
“Our business is infested with idiots who try to impress by using pretentious jargon”
We need to look at why people communicate
Why People Communicate
We talk to survive
Our motivations for sharing online are the same
We talk to form social bonds
Online conversations signal connectedness
We talk to help others
We talk to manage how others perceive us
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
What We Talk About
20
Tip #5Ensure you have the right listening infrastructure
Many of our discussion is about other people
We share feelings not facts
People share content that triggers the most arousing emotions
We talk about the things around us
And we talk about brands in passing
Only 9% of conversations about brands are online
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
Who We Talk To
We like to think we speak to a wide group
We talk to the people closest to us
And at the center of our social network
Who is listening changes what we talk about
Who is listening changes what we talk about
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
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
10 Helpful Tips For Social Media Writing
37
Set up a Social Brand Voice
Create Content Pillars to define content focus
39
Tip #4Use a Center of Excellence approach
Image courtesy of the Altimeter Group
Use social listening to inform relevant content
Create a Conversation Engine to drive scale
Think about how copy differs across platforms
Tip #3Content is key on today’s visual web
Don’t forget the power of the visual web
Use smart tools to help plan social copy
44
Tip #2Measurement & analytics are no longer optional
Test and learn to determine how copy works
Work with different influentials to create copy
WOMMA Influencer Framework
Always be learning: Red Bull
Always be learning: Coke
Always be learning: Netflix
Thank You
Gemma Craven@gemsiewww.linkedin.com/gemsiecraven
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