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Why People Share & Writing Copy for Social Channels

Why People Share & Writing Copy for Social Channels



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 ...

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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    Why People Share & Writing Copy for Social Channels Why People Share & Writing Copy for Social Channels Presentation Transcript

    • Writing For Social Media Gemma Craven EVP, Social@Ogilvy @gemsie
    • 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
    • 1. Craft a clear voice and persona for your brand online 2. Create utility to drive sharing 3. Have a two way conversation 4. Remember no one likes self obsession 5. Be aware of the world around you Key takeaways
    • What We Talk About
    • Tip #5 Ensure you have the right listening Many of our discussion is about other people infrastructure 20
    • 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
    • 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 brands 4. If you want people to talk about your brand, put it in their physical environment Key takeaways
    • 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
    • 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 Key takeaways
    • 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 Recap: the guiding principles of why we talk
    • 10 Helpful Tips For Social Media Writing
    • Understand the consumer’s use case VW Smileage
    • Set up a Social Brand Voice 37
    • We are part of the US community and will continue to support in many ways... We are a company of people who live and work in your community. Each is committed.... BP America Supports Team USA We have learned and remain committed to the safe and production exploration of sustainable energy sources Meet the Faces of BP Safety and Innovation to Find Tomorrow’s Energy Sources Our Enduring Commitment to the Gulf While people’s attention may have moved on, we remain in place, strengthening the economic and environmental circumstances of the Gulf of Mexico and its people Create Content Pillars to define content focus
    • Tip #4 Use a Center of Excellence approach Use social listening to inform relevant content 39 Image courtesy of the Altimeter Group
    • Planning Discover Discover BlackRock business objectives and all assets and social brand architecture Creating Establish Stories Create Content Define BlackRock’s “ownable” topics and story territories using social data Create content types for BlackRock from blog posts to videos to infographics and more Distributing Optimizing Target Publish Amplify Evaluate Insights Use data to target content and engage the right audiences Aggregate relevant content across channels from many sources Use paid media and partnerships to extend reach of BlackRock content Review performance against goals Derive Insights and apply to strategy and content Create a Conversation Engine to drive scale
    • Think about how copy differs across platforms
    • Tip #3 Content is key on today’s visual web Don’t forget the power of the visual web
    • Use smart tools to help plan social copy
    • Tip #2 Measurement & analytics are no longer Test and learn to determine how copy works optional 44
    • WOMMA Influencer Framework Work with different influentials to create copy
    • Always be learning: Red Bull
    • Always be learning: Coke
    • Always be learning: Netflix
    • Always be learning: Hunger Games
    • Thank You Gemma Craven @gemsie www.linkedin.com/gemsiecraven