Socialised Content

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  • Then cross your fingers.
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  • Old SpiceDavid Beckham/Pepsi/Trick ShotRoger Federer/Gillette/Trick Shot
  • Socialised Content

    1. 1. Creating Socialised Content<br />
    2. 2. Most content won’t ever “go viral”<br />2 hours of video are uploaded to YouTube every second.<br />This includes TV shows, music videos advertising and user-generated content.<br />And your commercial content.<br />
    3. 3. Big Seed<br />Approach<br />Make something beautiful and compelling (i.e. invest heavily in content)<br />Pay for seeding<br />Stagger seeding across multiple channels to reach incremental audience<br />
    4. 4. Incentives<br />Approach<br />Reward or require engagement & pass-along behaviour.<br />
    5. 5. False Scarcity/Early Access Invitation Systems<br />Approach<br />Restricting access can make content more desirable. <br />Make sharing a valuable social action.<br />Most often used by web app vendors.<br />
    6. 6. Big Niche<br />Approach<br />Certain content is just more likely to be shared on the web:Cats & kittens. Star Wars. Apple. Lego. Unicorns. Mashups. Autotune. Trick shots. Infographics.<br />And anything about Twitter will be shared on Twitter.<br />
    7. 7. Face-in-the-Game<br />Approach<br />People want to promote themselves, and they’re prepared to let brands help.<br />Make the content about them, and they’ll share it.<br />
    8. 8. Celebrity content<br />Approach<br />Old Spice combines multiple approaches: Big Seed, Big Niche, and Face-in-the-Game.<br />But don’t underestimate the celebrity content.<br />

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