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IF IT’S NOT SOCIAL, IT’S BROKEN
Mark W. Smith@markdubya
FIRST:HELLO!
A YEAR OF UNPRECEDENTED
GROWTH
A NEW FOCUS ON NATIONAL
PRODUCTS
LET’S TAKE SOME AIR OUT OF THE ROOM.
SOCIAL ISN’T AS SPECIAL OR AS
INTERESTING AS SOME SAY IT IS
YOUR SOCIAL TRAFFIC IS
MOBILE TRAFFIC
“IF SOMETHING IS IMPORTANT, IT
WILL FIND ME.”
IT’S OK TO FOCUS ON FACEBOOK
THE STATE OF SOCIAL IN 2016
SOURCE: MARY MEEKER’S INTERNET TRENDS 2016
SOURCE: MARY MEEKER’S INTERNET TRENDS 2016
SOURCE: MARY MEEKER’S INTERNET TRENDS 2016
SOURCE: MARY MEEKER’S INTERNET TRENDS 2016
SOURCE: MARY MEEKER’S INTERNET TRENDS 2016
CREATING CONTENT THAT
DIES
TENETS OF SOCIAL CONTENT
IT’S DECLARATIVE
It’s declarative
Before
• News organizations wrestle with whether to publish Charlie Hebdo cartoons after attack
It’s declarative
Before
• News organizations wrestle with whether to publish Charlie Hebdo cartoons after attack
After
• Why some newspapers are choosing to publish Charlie Hebdo cartoons
IT FIGURES SOMETHING
OUT
It figures something
out
Before
• A scientific explanation of what makes Indian food so delicious
It figures something
out
Before
• A scientific explanation of what makes Indian food so delicious
After
• Scientists have figured out what makes Indian food so delicious
IT SURPRISES US
It surprises us
Before
• Why blizzards make us go crazy for milk and bread
It surprises us
Before
• Why blizzards make us go crazy for milk and bread
After
• Milk and bread are actually pretty terrible survival foods
IT’S COMPREHENSIVE
IT’SVISUAL
IT DELIVERS ON ITS PROMISE
IT TELLS US WHO WE ARE
IT CREATES TENSION
IT’S OF THE MOMENT
HOW TO BUILD HEALTHY SOCIAL PLATFORMS
YOUR NEWS FEED IS
SCIENCE
THE RULE OF 5
TWEET MORE THAN YOU THINK
YOU SHOULD
USE TWITTER FOR FREE A/B
TESTING
SNAPCHAT
TRY NEW ONES
OK, SO HOW DO I DO THIS?
OWN EVERY OUNCE OF THAT
SOCIAL SHARE
MOVE WITH INTENTION
CREATE THE CURIOSITY GAP
BUT BE CAREFUL …
IT’S OK TO STEAL*
IT’S OK TO STEAL*
* (BUT MAKE SURE YOU KNOW WHAT YOU’RE STEALING.)
NO ONE CLICKS YOUR SHARE
BUTTONS
THE RISE OF DARK SOCIAL
DESIGNING A SOCIAL PROGRAM
THINK ABOUT THE LIFE CYCLE
OF CONTENT
SOMETIMES IT’S JUST ABOUT
BEING BIG
HOW ELSE CAN YOU ENCOURAGE
SHARING?
WATCH OUT FOR CONSTRUCTION
BARRELS!
TRICKS YOU MAY NOT KNOW
http://atmlb.com/2axddPj+
FINDING YOUR CONTENT ON
HOW YOU MOVE A BIG SHIP
WORK WITH PEOPLE 1:1
SHOW THEM THE NUMBERS
"Metrics won’t be our only guide about how we go about our work – nor
should they be — but they will be one guide. We will have to pay attention.”
— Marty Baron, Executive Editor,
The Washington Post
BE MINDFUL OF YOUR TIME
CREATE A ROOM OF STUDENTS
OF THE WEB
THANK YOU!
QUESTIONS?
Let’s connect: @markdubya
