5 Psych Secrets: How to create content they will want to share

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5 psychological tips to craft content people will want to share.

5 psychological tips to craft content people will want to share.

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  • 1. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH_____ _____  How to create content they’ll  5 PSYCH SECRETSWANT TO SHARE
  • 2. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.1 INTRODUCTION2 ASK THE RIGHT QUESTIONS3 FIVE PSYCHOLOGICAL TIPS2NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  • 3. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.1 INTRODUCTION3NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  • 4. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.WEB PSYCHOLOGYThe empirical study of howonline environments influenceour attitudes and behaviours- Nathalie Nahai4“ ”NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  • 5. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.WEBPSYCHOLOGY5NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHhuman-computerinteractionneuroaesthetics user experiencesocial psychologycognitivepsychologyneurosciencecross-culturalpsychologybehaviouraleconomics
  • 6. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.IT’S ABOUT6CONTEXTPSYCHOLOGYINDIVIDUALCULTURALNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  • 7. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.SO, HOW DO YOU CREATECONTENT PEOPLE WILLWANT TO SHARE?7NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  • 8. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.2 ASK THE RIGHTQUESTIONS8NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  • 9. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.1.WHY DO YOU WANT PEOPLETO SHARE YOUR CONTENT?9NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  • 10. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.2.WHAT’S IN IT FOR THEM?10NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  • 11. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.3.WHICH MEDIUM IS BEST?11NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  • 12. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.3 FIVE PSYCHOLOGICAL TIPS12NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  • 13. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.13NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHNews articles that are positive are morehighly shared than negative ones. 1Tip: Make your content funny, heart-warming or uplifting.1 GO POSITIVE
  • 14. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.14NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH“Kids” | P&G London 2012 Olympic Games 2CASE STUDY
  • 15. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.15NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHWe generally tend to share content that wefind stimluating or that enables us toachieve our goals.Tip: Research your audience and createsomething that they’ll find interesting,surprising or practically useful.2 SURPRISE & ENABLE
  • 16. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.16NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHSea Otters | ‘I F*cking Love Science’ 2013 3CASE STUDY
  • 17. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.17NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH‘Cakeage’ | Steve Hewlett 2012 4CASE STUDY
  • 18. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.18NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHReal Beauty Sketches | Dove 2013 5CASE STUDY
  • 19. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.19NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHContent that induces high-arousal statesare more likely to result in socialtransmission. 1Tip: Induce high arousal states, whetherpositive (awe and joy) or negative (angerand anxiety) to boost shareability.3 AROUSE THEM
  • 20. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.20NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHMayhem: Snow | Allstate 2012 6CASE STUDY
  • 21. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.21NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHLow-arousal ‘deactivating’ emotions (suchas sadness) reduce shareability - even if thecontent’s interesting, surprising orpractically useful. 1Tip: If you have a sad story to tell, find away to tap into a stronger, more visceralemotion to get wider sharing.4 AVOID SOB STORIES
  • 22. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.22NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHKONY 2012 | Invisible Children Inc 2012 7CASE STUDY
  • 23. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.23NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHWe have limited attentional capacity, so beselective and choose which content youwant people to share.Tip: Once you’ve chosen your primarycontent, give it pride of place on the pagewhere you’re displaying it.5 PROMINENT POSITIONING
  • 24. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.24NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHDaily Mail website 2013 8CASE STUDY
  • 25. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.WANT TO KNOW MORE?25Contact my agent:Jacq@londonwritersclub.comThe Web Psychologist . com@TheWebPsychNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  • 26. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.261.  J. Berger & K. L. Milkman (2012). What Makes Online Content Viral? Journal of Marketing Research, 49(2), pp 192-205.2.  P&G (2012). Kids 2012 Olypmic Games. http://www.youtube.com/watch?v=zRaQRbAxXaA3.  I F*cking Love Science (2013). Sea Otters rape baby seals to death. https://www.facebook.com/IFeakingLoveScience?fref=ts4.  Steve Hewlett (2012). ‘Cakeage’. https://twitter.com/steve_hewlett/status/2622757688543969285.  Dove (2013). Real Beauty Sketches. http://www.youtube.com/watch?v=XpaOjMXyJGk6.  Allstate (2012). Mayhem: Snow. http://www.youtube.com/watch?v=inVzCPkPTI07.  Invisible Children (2012). KONY 2012. http://www.youtube.com/watch?v=Y4MnpzG5Sqc8.  Daily Mail (2013). http://www.dailymail.co.uk/home/index.htmlNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHREFERENCES