What Gets Shit Shared?

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Explores the motivational drivers which compel people to share their experiences with products & brands and how these can be harnessed more effectively by marketeers, strategists, creatives, planners and anyone who wants to gain more exposure for their brand or business.
It also re-explores the idea of Social Currency and how brands & businesses can maximise their opportunities within social media to earn exposure from their branded communications initiative.

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What Gets Shit Shared?

  1. 1. What gets shit shared?Prepared for: This CompanyPrepared by: Tom PhillipsVersion: 1.0Date: Today
  2. 2. Ideas to inspire participation
  3. 3. Boost Mobile http://vimeo.com/53647220
  4. 4. DISCLAIMER: I’m no psychologist......i just like reading stuff, reinterpreting it & presenting it in a way that hopes to make people think a little differently.
  5. 5. WHAT GETS SHIT SHARED?This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  6. 6. PeopleThis digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  7. 7. SHARING: The OpportunityThis digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  8. 8. Relevance to you... Getting more people to share more about your brand/ products...positively! Social Media being the enabler.This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  9. 9. Zuckʼ Reckons: In 10 years, folks will share 1,000 times what they do now What do you? http://news.cnet.com/8301-1023_3-57536659-93/zuckerberg-in-10-years-folks-will-share-1000-times-what-they-do-now/This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  10. 10. What was the most VIEWED of All Time in JUNE last year? 825 MILLION VIEWS http://youtube.com/ http://youtube-trends.blogspot.com.au/This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  11. 11. Beiber 825 MILLION VIEWS http://youtube.com/ http://youtube-trends.blogspot.com.au/This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  12. 12. Then this happened in JULY...What was it? 825 MILLION VIEWS http://youtube.com/ http://youtube-trends.blogspot.com.au/This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  13. 13. PSY 1.25 BILLION VIEWS 825 MILLION VIEWS http://youtube.com/ http://youtube-trends.blogspot.com.au/This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  14. 14. Sharing is becoming more prevalent 1.25 BILLION VIEWS 6,110,512 SHARES 825 MILLION VIEWS 13,743,000 SHARES 85.6% 1.1% - 0.002% 13.3% 0.003% 0.04% 30/01/13 - http://sharedcount.com/This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  15. 15. SHARING?This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  16. 16. I am here today to... ...so that youʼre more likely to connect with me/us & recommendShare some of our learnings... us to people you know. ...which essentially is a load of information... ...which kinda makes us look MElike we know what weʼre doing... ...which may make you like us more...This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  17. 17. Youʼre here today... Because you got told to come... ... to learn something new... YOU ... because it might be useful... ... to make you better at what you do... ... so you look good in front of peers & potentially become the goto person on a subject!!This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  18. 18. What weʼre talking about is a.... ...so that youʼre more likely to connect with me/us & recommend Because you got told toShare some of our learnings... us to people you know. come... ...which essentially is a load of ... to learn something new... information... ...which kinda makes us look value exchange because it might be useful... ...like we know what weʼre doing... ...which may make you like us ... to make you better at what more... you do... ... so you look good in front of peers & potentially become the goto person on a subject!!This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  19. 19. Value Exchange SOCIAL CURRENCY Information ? Inspiration Education Entertainment Engage OR Engage & Share SATISFY A SOCIAL NEED ADMIRED RESPECTED CONNECTED ACCEPTED http://www.psychologytoday.com/blog/communication-central/200909/the-theory-social-validationThis digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  20. 20. Sharing Defined ...joint or alternating use of an inherently FINITE good... The joint use of a resource or space. In its narrow sense, it refers to joint or alternating use of an inherently FINITE good, such as a common pasture or a shared residence. It is also the process of dividing and distributing. Apart from obvious instances, which we can observe in human activity, we can also find many examples of this happening in nature. When an organism takes in nutrition or oxygen for instance, its internal organs are designed to divide and distribute the energy taken in, to supply parts of its body that need it. Flowers divide and distribute their seeds. In a broader sense, it can also include free granting of use rights to a good that can be treated as a nonrival good, such as information. Still more loosely, “sharing” can actually mean giving something as an outright gift: for example, to “share” ones food really means to give some of it as a gift. [citation needed] Sharing is a basic component of human interaction, and is responsible for strengthening social ties and ensuring a personʼs well-being. [1] http://en.wikipedia.org/wiki/SharingThis digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  21. 21. SOCIAL SHARINGThis digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  22. 22. What do people share? FUNNY (VIDEOS/IMAGES ETC.) MOMENTS INFORMATION CAUSES SECRETS STORIES SHARE MUSIC USEFUL THINGS FOR OTHERS ADVICE OPINIONS/POINT-OF-VIEW THE LOVE CONVERSATIONS LINKSThis digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  23. 23. People & Their Motivations Maslowʼs Hierarchy of Needs To be: Fulfilment - admired Valued - respected Community - connected /accepted SOCIAL INSIGHTS, BEHAVIOURS, ATTITUDES, MOTIVATIONSThis digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  24. 24. Why do people share these things? FUNNY (VIDEOS/IMAGES ETC.) FEEL FUNNY MOMENTS EITHER: INFORMATION CONNECTED BEING SEEN AS... IMPORTANT CAUSES OR FEELING... SECRETS CARE VALUED It all comes down to self. STORIES SHARE Meaning: an individual person as the object of his or MUSIC own her VALUED HAPPY/SAD reflective consciousness USEFUL THINGS FOR ADVICE OTHERS VALUED AUTHORITATIVE OPINIONS/POINT-OF-VIEW THE LOVE CONVERSATIONS INTELLIGENT CONNECTED CONNECTED LINKS INTELLIGENTThis digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  25. 25. Elasticity of Brand Communications EARNING MEDIA Idea Content LUCK Media SWEET SPOTThis digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  26. 26. Two-Parts EARNING MEDIA PEOPLE Idea Content LUCK BRAND Media SOCIAL INSIGHTS, BEHAVIOURS, ATTITUDES, MOTIVATIONS SWEET SPOTThis digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  27. 27. MOTIVATIONSThis digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  28. 28. Observe your own behaviourThis digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  29. 29. Personas http://nytmarketing.whsites.net/mediakit/pos/This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  30. 30. “How WOM Advertising Works” Nov-Dec 1966 Product [Service] Self Involvement Involvement 25% Sharing knowledge or opinions is 34% a way to gain attention, show The experience is so novel and connoisseurship, feel like a pleasurable that it must be pioneer, have inside information, shared. seek confirmation of a persons own judgment, or assert superiority. The person wants to reach out and help to express The message is so entertaining neighbourliness, caring and or informative that it person is friendship. compelled to share. 20.5% Cause [other] 20.5% Involvement Message Involvement Ernst Dichter http://www.ignitesocialmedia.com/social-media-promotion/why-people-share-content/This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  31. 31. http://www.youtube.com/watch?v=aaSC7qVRL0w EXAMPLES www.elfyourself.com/ Product [Service] Self Involvement Involvement Cause [other] Involvement Message Involvementhttp://invisiblechildren.com/kony/ http://www.youtube.com/watch?v=IJNR2EpS0jw
  32. 32. Pedigree http://vimeo.com/40705555
  33. 33. Product [Service] Self InvolvementInvolvement 25% Sharing knowledge or opinions is34% a way to gain attention, showThe experience is so novel and connoisseurship, feel like apleasurable that it must be pioneer, have inside information,shared. seek confirmation of a persons own judgment, or assert superiority.The person wants to reach outand help to express The message is so entertainingneighbourliness, caring and or informative that it person isfriendship. compelled to share.20.5%Cause [other] 20.5%Involvement Message Involvement
  34. 34. SONY http://vimeo.com/36877483
  35. 35. Product [Service] Self InvolvementInvolvement 25% Sharing knowledge or opinions is34% a way to gain attention, showThe experience is so novel and connoisseurship, feel like apleasurable that it must be pioneer, have inside information,shared. seek confirmation of a persons own judgment, or assert superiority.The person wants to reach outand help to express The message is so entertainingneighbourliness, caring and or informative that it person isfriendship. compelled to share.20.5%Cause [other] 20.5%Involvement Message Involvement
  36. 36. Coca-Cola http://www.youtube.com/watch?v=Sq1Dx_AETJU
  37. 37. Product [Service] Self InvolvementInvolvement 25% Sharing knowledge or opinions is34% a way to gain attention, showThe experience is so novel and connoisseurship, feel like apleasurable that it must be pioneer, have inside information,shared. seek confirmation of a persons own judgment, or assert superiority.The person wants to reach outand help to express The message is so entertainingneighbourliness, caring and or informative that it person isfriendship. compelled to share.20.5%Cause [other] 20.5%Involvement Message Involvement
  38. 38. Earning MediaThis digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  39. 39. Two-Parts EARNING MEDIA PEOPLE Idea Content LUCK BRAND Media SOCIAL INSIGHTS, BEHAVIOURS, ATTITUDES, MOTIVATIONS SWEET SPOTThis digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  40. 40. Inclusive vs Exclusive Lorem ipsum! IDEA www.canneslions.com/inspiration/past_grands_prix.cfm IDEAS SHOULD INVOLVEThis digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  41. 41. Look to build Value into your assets & the creation of them CONTENT BUILD SOCIAL CURRENCY MOST EASIEST WAY TO SHARE BEST FORMATS UTILITY INFORMATION MULTIPLE FORMATS AND ENTERTAINMENT CONVERSATION TELL GREAT STORIES PACKAGED TO TRAVEL OPINION DEBATE http://www.smartinsights.com/wp-content/uploads/2012/05/ content-matrix.jpgThis digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  42. 42. Look to exhaust the FINITE value in your Activity/Assets MEDIA EARNED OWNED SHARED PAID OPTIMISED IN THE 1ST 24HRS TO 1ST WEEK Traditional Media Paid Editorial Partners Brand Channels Influencers Ambassadors Website Incentivised views TV ASSETS Bloggers Retail Entertainment Portals Ad Placements &/OR Editors Portfolio of Social Networks Assets/Sponsorships Database Social Bookmarking power Search ACTIVITY Media Partnerships Brokers PPC Influencer Network HIGH LOW VALUE/EXCLUSIVITY OF ASSET / ACTIVITYThis digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  43. 43. So, What gets shit shared? Stuff with FINITE value New, exclusive, remarkable, unique, extraordinary, Peoples motivation to connect with others E.g. information that may be valuable to others to make them like you more Peoples motivation to elevate perception E.g. share something smart to make me look smart People motivation to help (or being seen to help) others E.g. supporting causes or areas of passion Peoples behaviour to catalogue or bookmark E.g. sharing tweet because you want to come back to it yourself for reference Simple things... On Facebook 80 characters or less gets shared 27% more frequently than 80+ characters http://www.socialmediaexaminer.com/9-reasons-why-your-content-is-not-shared-on-social-networks-new-research/This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  44. 44. How to get more of your shit Shared? Itʼs not just humour explore how you can build the motivations to share within the idea & execution. Why wouldnʼt they share it? often asking this highlight the barriers. What will it say about the person when they share it? considering the many personas and the channels that these are best represented in will significantly affect this. From the start ask how to make it Social by Design? but its never too late, thereʼs always value, you just need to get it infront of the right people at the right time. Social behaviours, motivations & insights are central to creating Shares? these can be mined from the social web...theyʼre there to see! Determine what your audience value from you keep doing it, test and learn to discover more, exceed their expectations.This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  45. 45. Our share to you... 1 - Cinemagr.am 2 - Snapchat 3 - Links - Tools Like Instagram but with Gifs Snapchat http://sharedcount.com/ http://www.google.com.au/trends/hottrends Bang with friends http://www.consumerbarometer.com http://www.youtube.com/charts/This digital file / document contains confidential information and has been prepared for discussion purposes only.  TCO Pty. Ltd. claims ‘commercial in confidence’ with respect to the contents. Please refer to our standard terms at the end of this document.
  46. 46. Prepared by Tom Phillips (@victom)Director of Strategy @TCO

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