we like to make friends withHomophily people who share our values
we unconsciously copy ourSocial Proof friends
Maslow Hierarchy of Needs
Clip Art clichés reveal the truth
Good ways to think Social media cues deﬁne content Reward sharing Make it about them
Social media cues deﬁne content
Not just lifting content...
Big niche meme-hooking
Toyota Leeroy Jenkins
Will it Blend? Chuck Norris Facts
Search and Social Why the iPhone 5 was a thingdemand lead content
Clicks on @HuffingtonPost, 2011-09-05 iPhone 5 Twitter Pixar iPad Amazon Teachers Cheney Astronomy Rick Perry Mubarak 0 1750 3500 5250 7000Social feedback determines editorial placement
Without just copying... Most of these examples were powered by Facebook. None of them required that the user became a Fan. All of them encouraged sharing. Today with Sponsored Stories, these “Platform” products have become even more compelling.
Extrinsic value is always the worst option
Innovative Thunder:Pay with a Tweet (2010) Where we used to offer content or value in return for an email address or a like… …we should now ask for a share or endorsement to the users’ social networks.
ASOS: Exclusive SalePreview (June 2011) ASOS created a virtual queue to enter their online Summer Sale. Queue positions had real value: the ﬁrst in would get the widest choice of sale products. Users could jump places in the queue by recruiting their friends. With 27K fans joining the queue on day 1, ASOS went on to generate over 500K clicks and 166K new fans (ASOS can convert fans into trafﬁc and sales.)
Volkswagen Brazil: PlanetaTerra / Twitter Zoom (2010)• Volkswagen supported their sponsorship of the Planeta Terra music festival by hiding tickets to the event around Sao Paolo.• The locations of the tickets were marked on a Google Map- powered competition site. The more tweets that contained the hashtag #foxatplanetaterra, the more the map zoomed in to reveal the hiding places.• #foxatplanetaterra trended for four days.
False scarcity creates value
Reward sharing Avoid one-to-one thinking Find (or create) scarcity value Avoid extrinsic value Switch from market norms to social norms Target psychic value
Make it about them, not you
a few seconds offame.
Face in the game
My few seconds of fame
Intel: Museum of Me(May 2011)• People are more likely to share things that are about them. A simple way to do this is to “put their face in the game”.• Intel created a technically beautiful visualisation of users’ Facebook photos and friends.• Users can share photos to their Facebook Wall.• 1 million visits in 5 days. No media support.
Desperados(April 2011)• Desperados YouTube channel takeover lets users connect with Facebook to see a personalised version of the video.• Users can share photos and invitations to the experience with their social graph.
Nike: We Run Paris(October 2011)• RFID shoe tags are linked to Facebook; runners’ times are shared to their Facebook time line as they pass the 5K mark.• Facebook is used to share rankings, and to download and share Nike-branded photos of each runner crossing the ﬁnishing line.
Gamiﬁcation. Handle with care.
Make it about them, not you All of these examples were powered by Facebook. None of them required that the user became a Fan. All of them encouraged sharing. Today with Sponsored Stories, these “Platform” products have become even more compelling.