Explain the statement “People share things that make them look good
to others.” Provide a recent example.
What role do personal experiences and relationships play in social
currency and sharing?
What people talk about affects what people think of them. Why is this
concept important to marketing?
What role do triggers play in the difference between immediate and
ongoing word of mouth?
Why is „gimme a break…gimme a break…break me off a piece of that kit
kat bar” a great example of a trigger?
Good trigger? Bad trigger?
SOCIAL CURRENCY DEFICIT?
How can something catch on when it is the object of so
REMARKABILITY & SOCIAL
What role does
unusualness or being
extraordinary play in social
currency and transmission?
What happens if what you
are trying to transmit is
Creatives solve this
problem all the time
BORING BRANDS VISUALLY
EXCITING ON SOCIAL MEDIA
BORING BRANDS BORING
VISUALLY ON SOCIAL MEDIA
What makes them boring?
Why do you think they are
Do they need to be?
How could them improve?
BE VISUALLY COMPELLING
• Use images that are remarkable and therefore shareable
• Use images that tell a story
• Use composition that is clear, uncluttered and friendly to
mobile devices (pay attention to background, symmetry,
intentional off-balance/rule of thirds)
• Use contrasting colors
• Use creative framing
• Use filters and color boosting in ways that enhance your
story not distract or detract from it
• What emotional response are you trying to provoke?
(Think more than funny!)
HIT ME WITH YOUR BET SHOT
Working in your teams…
5 pictures that represent a typical brand promise/value
Ideally a story in 5 parts
1 hour to take pictures. Reconvene in library to share at 7:30.
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.