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Socialised Content
Socialised Content
Socialised Content
Socialised Content
Socialised Content
Socialised Content
Socialised Content
Socialised Content
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Socialised Content

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  • Then cross your fingers.
  • Buttery Biscuit Base
  • Museum of MeNike World Cup: Write the FutureAvivaOrange: Glastotag
  • Old SpiceDavid Beckham/Pepsi/Trick ShotRoger Federer/Gillette/Trick Shot
  • Transcript

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

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