Creating Content People Want to Share

David MalmborgVP of SLC | SEM

David Malmborg !Vice%President%of%SLC%|%SEM%Utah’s%largest%and%most%consistent%associa;on%for%digital%marketers.%%

GUM CHEWING CONTENT!Better first Impression !

Better Emotional Impression !

PSYCHOLOGY OF SHARING: !WHY%DO%PEOPLE%SHARE%ONLINE?%% !!!

Customer Insight Group Study !

Informa(on)Management))%

Informa(on)Management))%

73%%say%they%process%informa;on%more%deeply,%thoroughly%and%thoughOully%when%they%share%it%

People share what is important to them. ! !%

MOTIVATIONS FOR SHARING ! !

…%to%bring%valuable%and%entertaining%content%to%others%%

…%to%bring%valuable%and%entertaining%content%to%others%%

49%%say%sharing%allows%them%to%inform%

others%of%products%they%care%about%and%poten;ally%change%

opinions%or%encourage%ac;on%%

…%to%define%ourselves%to%others%%%

…%to%define%ourselves%to%others%%%

%68%%%share%to%give%

people%a%beYer%sense%of%who%they%are%and%what%they%

care%about%%

…%to%grow%and%nourish%our%rela;onships%%%

%78%%%share%informa;on%

online%because%it%lets%them%stay%connected%%to%people%they%may%not%otherwise%stay%in%

touch%with%%

…%to%grow%and%nourish%our%rela;onships%%%

%78%%%share%informa;on%

online%because%it%lets%them%stay%connected%%to%people%they%may%not%otherwise%stay%in%

touch%with%%

%73%%%share%informa;on%because%it%helps%

them%connect%with%others%who%share%their%interests%%

…%to%grow%and%nourish%our%rela;onships%%%

…%SelfZfulfillment%%%

…%SelfZfulfillment%%%

%69%%%share%informa;on%because%it%allows%them%to%feel%more%involved%in%the%

world%%

…%to%get%the%word%out%about%causes%or%brands%%%

…%to%get%the%word%out%about%causes%or%brands%%%

%84%%%share%because%it%is%a%way%to%

support%causes%or%issues%they%care%

about%%

WHY DO THEY CLICK “SHARE?”! !

BUYING IS A(N) ___________ DECISION. ! !

BUYING IS A(N) ___________ DECISION. ! !

Sharing!

Emotional!

EMOTIONS)The%stronger%the%feeling,%the%more%likely%to%spur%a%responsive%ac;on !

ENGAGE%or%DISENGAGE%%%

SHARE%or%DON’T%SHARE%

Step%1:%

Step%2:%

When Encountering Content You…!

Content%that%evokes%highZarousal%posi;ve%(%such%as%awe)%or%nega;ve%(anger%or%anxiety)%emo;ons%is%more%viral.%Content%that%evokes%lowZarousal,%or%deac;va;ng%emo;ons%(e.g.,%sadness)%is%less%viral.%%Z%Jonah%Berger!

What)You)Need)to)Evoke)Emo(on!

Make%it%Visual%

Make%it%Interac;ve%

Make%it%Personal%

“If%we%don’t%make%you%cry,%we%fail.”%%ZLorrain%Twohill,%%

VP%of%Global%Marke;ng,%Google%% !

DESIGNED TO SERVE ! !

Dr.)Marshall)Rosenberg)Author%of%NonZviolent%Communica;on%

“OAen,)instead)of)offering)empathy,)we)have)a)strong)urge)to)give)advice)or)reassurance)and)to)explain)our)own)posi(on)or)feeling.”%

What Is Empathy!•  Cogni(ve)Empathy)or)Perspec(ve)Talking%

This%is%being%able%to%see%things%from%another's%point%of%view.%%

•  Emo(onal)Empathy)or)Personal)Distress%Personal%distress%is%literally%feeling%another's%emo;ons.%When%you%are%watching%a%scary%movie,%and%you%start%to%empathize%with%the%hero%and%feel%afraid,%that%is%personal%distress%in%ac;on.%%

•  Compassionate)Empathy)or)Empathe(c)Concern%Not%only%understand%a%person’s%predicament%and%feel%with%them,%but%are%spontaneously%moved%to%help,%if%needed.%%

“Empathy%creates%relevance%because%it%creates%the%deep%connec;on%that%brings%people%together”%–%Geoffrey%James,%INC%

Three Levels of Empathy for Business!•  OnMdemand)Empathy%

the%ability%to%sense%what%customers%want.%%

•  Solu(on)Empathy)The%ability%to%understand%a%customer's%problem%and%figuring%out%how%to%%address%it.%%

•  Transcendent)Empathy)you$create$solu,ons$to$problems$that$customers$don't$even$know$that$they$have.$%

SERVE THE CUSTOMER JOURNEY! !

IF%YOU%WANT%TO%OWN%THE%CONSUMER%JOURNEY,%CREATE%MOMENTS%OF%INSPIRATION!%%%–%ANDREW%DAVIS%@TPLDREW%

Thank You !David)Malmborg)%TwiYer:%@davidmalmborg%Linked%In:%/in/davidmalmborg%%SLCSEM.org%