MKT 389 Content that Catches on and Visual Content Pt. 1

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  • 1. MKT 389 CONTENT THAT CATCHES ON
  • 2. PRELIMINARY DISCUSSION • How did the owner of Barclay Prime get people to talk about his restaurant? Why do you think his choices represented good ones? • Give me an example of a social epidemic. Something that diffused through a population. An idea that caught on. • Think about the example. What role did „betterness‟ play in the epidemic? What role did price play? Advertising? • What role do you think social transmission plays (WOM) in things catching on? Give me an example of a recent behavior change or action you took because of WOM. • What have you passed on/socially transmitted today? This week? Why did you pass it on? • Why is it wrong to focus on the messenger as opposed to the message when it comes to social transmission? What does this mean? What can „Will it Blend‟ tell us in this regard?
  • 3. DEVELOPING CONTENT THAT CATCHES ON Why do some things catch on and others don‟t? What role do WOM, social transmission and social influence play in all of this? Berger‟s STEPPS Heath & Heaths focus areas for making ideas stick Visual content that catches on Value and viralness
  • 4. CONCEPTS WOM Social Transmission Social Influence Why do we care (as individuals)? Maslow‟s Hierarchy
  • 5. CONCEPTS WOM Social Transmission Social Influence Why do we care (as marketers)?
  • 6. CONCEPTS WOM Social Transmission Social Influence How do we react to others „caring‟?
  • 7. WHY DO SOME THINGS CATCH ON? Inherently „better‟ or „superior‟ Value is clear without need for stories A problem is solved in a convenient, effective, efficient way Does anyone use a handheld calculator anymore?
  • 8. OTHERS CATCH ON BECAUSE OF SOCIAL INFLUENCE Social „selling‟ is real Social influences and influencers have enormous power, ability, capability for things to self-replicate Happens every day Big question is HOW? Contagiousness and Sticking
  • 9. BERGER’S CONTAGIOUSNESS STEPPS: Social Currency Triggers Emotions Public Practical Value Stories
  • 10. SOCIAL CURRENCY What we choose to talk about influences the way people see us. No different form the choices we make about clothing, cars, etc. As social beings we want to be known for our ideas and what we stand for intellectually. How does it make you look if you are first to know? To share? Buzz factor
  • 11. TRIGGERS Use of subtle clues to remind us of other thing Heuristics, prompts, calls to action Simple statements or ideas that keep things top of mind Top of mind=top of tongue=WOM Value based summaries! (Needs driven…)
  • 12. EMOTIONS Emotional messages get shared more frequently (Not to be confused with social currency which is about the self interest/share imperative that drives social sharing) Funny is not the only emotion! Scary Infuriating Touching Others?
  • 13. PUBLIC Visible but much more than visibility Social proof Can the thing being shared provoke behavioral changes that are visible beyond the message itself?
  • 14. PRACTICAL VALUE Useful Needs are met Represents a „good deal‟ monetarily or otherwise Low effort high return Easily understood and explained so it can be passed on to others
  • 15. STORIES The broader narrative to wrap the idea in Think of them as social packaging for concepts Contains all of the previous (social currency, triggers, emotions, public/social proof, value) Why? Because stories can be retold easily…it‟s what we do socially. Stories are more likely to be contagious.
  • 16. HEATH & HEATH ON MAKING THINGS STICK Focus areas: Simplicity Unexpected Credibility Concreteness Emotional Value Stories (SUCCESS—my acronym not authors‟!!)
  • 17. EXAMPLES? Will it blend? It‟s a snap? Twerking girl Picard let it snow Coachella Lie Witness Taylor Swift Goat Duet Taylor Swift Grammies NFL Bad Lip Reading Carrie Coffee Shop Wrecking Ball Chatroulette Songs in Real Life/Steve Kardynal http://mashable.com/2013/12/27/viral-videos-2013/ http://adage.com/article/the-viral-video-chart/digital-marketing-top-10-viral-adstime/145673/
  • 18. VISUAL SOCIAL MEDIA CONTENT THAT CATCHES ON Some are calling the next phase of social media “visual sociality” Preference for visual messaging and storytelling (Instagram, Pinterest, Vine, Snapchat etc.) What vehicles are available? • Still photos • GIFs and short video • Video • Memes (written too) • Infographics
  • 19. CONSIDER THE FOLLOWING Pinterest visual storytelling page GE Tumblr Samasara NY Humane Society JetBlue SoFly Experience JetBlue Discussion: How would you describe the relationship between visual storytelling and social media? What story is JetBlue trying to tell with it‟s Instagram page?
  • 20. INFOGRAPHICS Been around a long time! William Playfair…know who he is? Edward Tufte is the father of modern data visualization Why so compelling? Why do our brains crave them?! What do they do for storytellers? Listeners? Some great examples…
  • 21. QUALITATIVE OR QUANTITATIVE? Can be one or the other or both Most people think of them as purely quantitative and based upon complex datasets but this is not always the case Can even be narrative driven and lead viewers through a story that ends in a value judgment!
  • 22. MORE OFTEN A COMBINATION OF ALL OF THESE THINGS
  • 23. INFOGRAPHICS AND SOCIAL MEDIA Maslow‟s hierarchy and share imperative combined with social media have created the „perfect storm‟ in order for infographics to explode in popularity. Why? How would brands or marketers use them for storytelling? Creating content that gets shared?
  • 24. CONTENT MARKETING AND INFOGRAPHICS Why do you think marketers like them? Content marketers in particular? What role does credibility play in the choice to convey information or data with graphics?
  • 25. INFOGRAPHICS AND MARKETING Brands can use infographics to start conversations and share complex content in easy, and easily replicated, ways that also provoke engagement. Quiz infographic
  • 26. INFOGRAPHICS AND MARKETING Illustrative infographics Fun fact infographics Facts related to brand Provides context for discussion and sharing
  • 27. INFOGRAPHICS AND MARKETING Product information infographics Good for competitive comparisons
  • 28. INFOGRAPHICS AND MARKETING How to infographics Directional
  • 29. INFOGRAPHICS AND MARKETING Maps Can market places or locations
  • 30. FOR NEXT WEEK Use piktochart or visua.ly to create an infographic for one of your fan sites. Use data to tell a story. Find the data any way you want. Brainstorm possible ideas…