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Write for the share
How to raise the odds of being shared?
Why do people share?Probably the most overlooked aspect of Social Media.
After all, Social comes before Media.
Social = People.
Understanding why people share = Marketing Knowledge.
Increasing the Share-ability
Why do people share?
How to tailor content for the share?
Why do people share?
SOCIAL sciences:
Psychology, Sociology.
Why People Share?
Self-actualization, Esteem, Belonging. Without the academic words …
Psychology of Motivations – Maslow
Why People Share?Or really really simplified.
Why People Share?
Humor, Useful, Relationship. Involvement, Identity Building.
When do they consider sharing what?
Why People Share?Personality matters! Know your audience.
• Altruist sharing: Helpful, reliable, thoughtful, connected, e-mail.
• Career sharing:Intelligent, business networker, LinkedIn.
• Hipster sharing: Creative, young, popular, identity creation, social networks as Twitter.
• Boomerang sharing: Share for the reaction, validation, Twitter, Facebook.
• Connection sharing: Creative, relaxed, thoughtful, plan-driven. E-mail & Facebook.
• Selective sharing: Resourceful, careful, thoughtful, informative content, social + e-mail.
The Viral Formula “Contagious”
Book , #stimac2013 Create for the share
Jonah Berger
Contagious ContentBerger’s Formula
Social Currency – This relates to our inner narcissist. What will make us look good?
Trigger – This is all about relevance. What’s on everyone’s minds?
Emotion – This is about appealing to an audience’s emotion. Why should we care?
Public – This is about conformity. Are other people doing it?
Practical Value – This is how valuable it is. Will it help others?
Stories – This is about storytelling. Does it have an interesting narrative?
Why People ShareLocal differences
Encourage SharingPeople share things when it’s easy.
Encourage SharingPeople share things when it’s easy.
Facebook’s Open Graph Tags…
Encourage SharingPeople share things when it’s easy.
Twitter Cards
Encourage SharingPeople share things when it’s easy.
LinkedIn editing control.
Encourage SharingPeople share things when asked.
Encourage SharingPeople share things when asked.
Optimize SharingFrame Everything.
Optimize SharingMeasure all. Website analytics.
Optimize SharingMeasure all. Twitter analytics.
Optimize SharingMeasure all. LinkedIn analytics.
Visuals are key.But …
Headlines are key too.TL;DR
Headlines are the package!Sometimes an article has more
shares than reads …
so people share without reading ;)
The Science of Headlines
The Science of EFFECTIVE Headlines• BE BOLD, TAKE A STAND• SURPRISE• CURIOSITY • SHOCK • SIMPLE• SHORT (or ridiculously long)• CONVERSATIONAL • STORIES / NARRATIVE• INCLUDE CALL-TO-ACTION • WORDS: YOU, HOW TO, WHY• QUESTIONS• NUMBERS: 7 ways to, 10 questions for, …
Headlines are numerous…• TITLE of article
• SUBTITLES within an article
• LISTS within an article
• Tweet
• LinkedIn status, …
Sharing on specific networks
Share on Twitter
• # Hash tags (keywords, cfr.: SEO) – do not exaggerate • @ Mentions (social, people) & RT • Pictures, videos (draw attention)• Links • (Location)• (Ask for RT / Fav in return)
• TWITTER CARDS! https://dev.twitter.com/docs/cards• Pin a tweet
Share on Twitter
Insert a picture (maybe even 2) and draw attention.
Share on Twitter
Optimize every aspect: linked Twitter card
Share on Twitter
Pinned tweet. Make the most of it …
Updates on LinkedIn
Update on LinkedIn. Edit image in case automated is not good.
Updates on LinkedIn
Short. Simple. Images.
Call-to-Action (it’s a business platform).
Post useful content in relevant groups.
Long copy on LinkedIn
Storytelling / Write for the web
Show on corporate page.
Long copy on LinkedInIntegrate on company page?
Visual Storytelling. Results previous brainstorm.
Improvements?
Use cases: channel? What headline?
