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Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.
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Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.

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Find out what cake, blending I-Pads, subway sandwich baby, and Willy Wonka have in common. Discover what makes content go viral and how marketers can design content to influence sharing.

Find out what cake, blending I-Pads, subway sandwich baby, and Willy Wonka have in common. Discover what makes content go viral and how marketers can design content to influence sharing.

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  • 1. Sweet Emotion
  • 2. PART TWOTHE PSYCHOLOGY OF SHARING In PART ONE we learned what motivates people to share content online 1. . To bring valuable and entertaining content to others 2. . To grow and nourish our relationships 3. To define ourselves to others 4. Self-fulfillment 5. To get the word out about causes or brands
  • 3. AS MARKETERS WE LEARNED Sharing on social media networks fills an innate human need to be SOCIAL It is CRITICAL for any serious business to share content with users that satisfies there NEED to be SOCIAL and encourages them to SHARE. Create your content with the intention of satisfying your customer‟s SOCIAL NEEDS. Design your content specifically to be SHARED and turn customers into advocates of YOUR BRAND.
  • 4. WHAT WE ARE GOING That‟s TO LEARN Hot! What are the  How marketers can characteristics of influence sharing viral content? when creating What role does content? emotion play in  How can marketers determining create content that whether or not is more likely to get something gets shared? shared?
  • 5. SOCIAL MEDIA MARKETING ISUSELESS IF…  In some cases Content marketing content can even and social media harm your brand if marketing are a users see your waste of time if no content in a one shares your negative light content Your brand’s success is based on influencing the digital word of mouth in a positive way
  • 6. LET’S WORK TOWARDS THEBERMUDA TRIANGULATION What MOTIVATES people to SHARE?✓ Content that gets shared What are the What role does characteristics EMOTION play? of VIRAL content?
  • 7. THE PSYCHOLOGICAL APPROACH TO VIRALITY Here‟s a question to challenge you. Do people tend to share positive or negative content? I am Wicked SMAHT!Positive Content = Contentthat has more “positive”words compared to“negative” words.
  • 8. AND THE ANSWER IS… Contrary to public wisdom, POSITIVE content is much more likely to be highly shared than negative content. In Part One of The Psychology of Sharing we learned that one of the reasons people are motivated to share things is to define themselves to others. If people are transmitting content digitally that is a reflection of some part of their IDENTITY, it is likely that the content they share is going to be POSITIVE. Just hanging out
  • 9. SEEMS SIMPLE RIGHT…WRONG The likelihood that a piece of content becomes viral is much more complex than whether it is positive or negative alone.IT’S ALL ABOUT THE SWEEEET EMOTION!! Online content that evokes a STRONG EMOTIONAL RESPONSE is more likely to go VIRAL, regardlessof whether those emotions are of positive (awe) or negative (anger, anxiety) nature. Yummy: food is associated with high levels of emotional activation
  • 10. TRIGGER HIGH LEVELS OF EMOTIONAL ACTIVATION When marketing content triggers strong emotional responses both positive and negative, it is significantly more likely to get shared TREAD LIGHTLY – remember why people are motivated to share. Don’t be another Celeb Boutique Celeb Boutique disaster tweeted this after the Aurora Massacre and may never recover
  • 11. NEGATIVE EMOTIONAL CONTENT IS OK IF IT MAKES SENSE BMW created a series of suspenseful short films that elicit anxiety in viewers. The film series has accumulated over 1 million YouTube views. They also have a lot of money, which helps
  • 12. NOT QUITE BUT…STILL ON THE PODIUM SURPRISING INTERESTING USEFUL Consistent with the notion that people are motivated to provide valuable and entertaining content to others, SURPRISING and INTERESTING content is also highly VIRAL. Also, consistent with the idea that people are motivated to share content to contribute and define themselves, practically USEFUL content is VIRAL too.
  • 13. MEAT AND POTATOESHOW TO INFLUENCE SHARING 1. Evoke a strong positive emotional response (be careful with negative) 2. Appeal to consumers motivation to connect with each other 3. Build your reputation as a trusted source 4. Keep it simple 5. Be human, appeal to consumers sense of humor
  • 14. EVOKE A STRONG POSITIVE Don’t be anotherEMOTIONAL RESPONSE bobble-head in the world! Think this when creating content: Would I share this with the Dalai Lama? If not, don‟t worry just try to be PASSIONATE with what you share. People appreciate PASSION because it‟s REAL and UNIQUE.
  • 15. DON’T JUST PROMOTE – EVOKE EMOTION AND ENDORSE A LIFESTYLEA picture of a Celtics Jacket Valuable content that triggers a strong emotional response OR Cake is tasty, it is also associated with strong positive emotions. From Celtics Pinterest Page WINNER!!
  • 16. APPEAL TO CONSUMERS MOTIVATION TOCONNECT WITH EACH OTHER Another motivation people have for sharing is to GROW and nourish relationships. Make it easy for them. Provide short post titles for Tweets, proper context, make sharing buttons visible (above and below your posts), encourage them to share.
  • 17. BUILD YOUR REPUTATION AS A TRUSTEDSOURCE  Everything you create doesn‟t have to WOW your audience, but it must show your CHARACTER.  People are motivated to share things that define themselves – empower your customer with do-it- yourself articles, tips and tricks to do things easier, and ideas to impress theirLook at these sharing numbers, pretty friends. sweet!
  • 18. KEEP IT SIMPLE – LESS IS MORE  There‟s way too much information out there, make your content concise if you can  Blog posts in list format are gaining VIRAL status every day. I have trouble with this one, really.
  • 19. YOU DON’T HAVE TO BE A COMEDIANJUST DON’T BE A ROBOT Humor is real Humor builds trust Humor is memorable, you want people to remember you, right? Is that a Chicken, Bacon, and Baby?
  • 20. HOW TO TRIGGER AN EMOTIONALRESPONSE AND GET SHAREDGet VisualKinda Like this presentation 90% of the information transmitted to the brain is visual, visuals are processed 60,000 times faster than plain text. (source: 3m Corporation) According to Facebook, posts that include an image are 120% more likely to be shared. Include at least one emotionally engaging photo in EVERY POST, if not more.
  • 21. HAVE FUN WITH YOUR CONTENTMARKETING This I-Pad blended up like a margarita! Be creative and have fun, I know it‟s hard. Make sure to follow through with your content and interact with customer comments. Blendtec got silly with their blender and created a YouTube video series called “Will it Blend?” – whattya know it went VIRAL.
  • 22. TRY MEMES – THEY’RE ALREADY VIRAL They are SHAREABLE Their funny I don‟t always include images They humanize your brand in posts…but when I do it They evoke strong emotion works. They cut through the clutter
  • 23. WHAT I HOPE WE LEARNED Viral content is likely POSITIVE and it almost always evokes a strong EMOTIONAL RESPONSE. To influence Sharing and create VIRAL content your content MUST: Evoke a strong emotional response Appeal to users motivation to connect Build trust with each other Be funny Be simple
  • 24. HOW TO TRIGGER AN EMOTIONAL RESPONSE Get Visual When in Rome…SHARE this presentation Thanks for listening…stay classy
  • 25. SOURCES „What Makes Content Go Viral?‟, Journal of Marketing Research „The Psychology of Sharing‟, The New York Times Consumer Insight Group Stock Exchange Photographs All other images are linked to original sources
  • 26. ABOUT US We‟re a blogging and social media company that love to help our clients grow their site trafficVisit us at magic.indivly.comPhone: 617-334-5702 @indivlymagic Join our +1 Communityfacebook.com/indivlymagic Peter Abbott Tweet at me! Connect with me on Linkedin