Make	
  content	
  “social”
                                   	
  

The	
  key	
  to	
  online	
  WOM	
  is	
  NOT	
  to	...
The	
  art	
  of	
  the	
  possible	
  
                        mastering	
  the	
  tension	
  between	
  brand	
  limitaD...
The	
  tests	
  …	
  
Is	
  the	
  content	
  in	
  quesDon	
  authen4c	
  (true	
  +	
  real);	
  
does	
  it	
  strike	
...
The	
  tests	
  …	
  
  Does	
  the	
  content	
  tell	
  you	
  something	
  (surprising)	
  you	
  
  didn’t	
  know;	
 ...
The	
  tests	
  …	
  
Is	
  the	
  content	
  either	
  jaw-­‐dropping,	
  funny	
  or	
  
outrageous	
  and/or	
  make	
 ...
The	
  tests	
  …	
  
Is	
  it	
  44lla4ng	
  or	
  does	
  it	
  push	
  an	
  edge?	
  




                            ...
The	
  tests	
  …	
  
Is	
  it	
  entertaining	
  or	
  touching?
P	
                                                                                 B	
  




P	
  
                      ...
universal access to safe water & sanitation
what if you didn’t have safe water?
inform to understand
 provoke to care
 motivate to give [reputation, time, money]


our social media goals
easy install | confirmation bias | meta tags



like button
[http://developers.facebook.com/plugins]
fundraising
 friendraising
 & fussraising


parting thoughts
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Mike McCamon of Water.org and Mike Lundgren of VML Social Media Presentation

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Mike McCamon, Chief Community Officer of Water.org, and Mike Lundgren, Partner and Director of Creative Technology at VML, share thoughts at the Children's Mercy Social Media Panel Discussion

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Mike McCamon of Water.org and Mike Lundgren of VML Social Media Presentation

  1. 1. Make  content  “social”   The  key  to  online  WOM  is  NOT  to  make  the  brand   look  good—it’s  making  someone  look  good          to  their  social  network while  they  are  talking  about  your  brand.   make  “me”  look  more  hip,  socially  responsible,   smart,  caring,  helpful,  in-­‐the-­‐know,  funny…    
  2. 2. The  art  of  the  possible   mastering  the  tension  between  brand  limitaDons   and  what  makes  content  go  viral   THE POSSIBLE R   Regulatory  restricDons   P   Best  pracDces   B   Brand  limitaDons    
  3. 3. The  tests  …   Is  the  content  in  quesDon  authen4c  (true  +  real);   does  it  strike  an  emo4onal  chord     or  say  something  “that  needed  to  be  said”  in  a  way   “we”  wish  we  had  said  it?   …  delivered  in  a  parDcularly  innovaDve  or  engaging  way?  
  4. 4. The  tests  …   Does  the  content  tell  you  something  (surprising)  you   didn’t  know;  an  ah-­‐ha  moment,  great  insight  or   lifehack  
  5. 5. The  tests  …   Is  the  content  either  jaw-­‐dropping,  funny  or   outrageous  and/or  make  you  say     “how  did  they  do  that?”  or  “was  that  real?”  
  6. 6. The  tests  …   Is  it  44lla4ng  or  does  it  push  an  edge?   SNL:  Junk  In  A  Box   Funny  or  Die:  Landlord   Sarah  Palin  @  Pool  Party   Paris,  Britney  or  Lindsey  
  7. 7. The  tests  …   Is  it  entertaining  or  touching?
  8. 8. P   B   P   X   B   B   B   R   Regulatory  restricDons   P   Best  /  Possible   B   Brand  limitaDons    
  9. 9. universal access to safe water & sanitation
  10. 10. what if you didn’t have safe water?
  11. 11. inform to understand provoke to care motivate to give [reputation, time, money] our social media goals
  12. 12. easy install | confirmation bias | meta tags like button [http://developers.facebook.com/plugins]
  13. 13. fundraising friendraising & fussraising parting thoughts

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