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Be Shareworthy: Microsharing and healthcare brands


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The big idea is that "going viral" isn't a realistic metric for most brands (and budgets). But, microsharing (recommendations and pass along in small friend networks) is not only repeatable and realistic, it can provide incredible value for brands. In the presentation, we looked at the basic strategy for creating more shareworthy marketing and at five types of creative approaches that really deliver on it.

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Be Shareworthy: Microsharing and healthcare brands

  1. 1. Be Shareworthy<br />The ultimate metric is what we recommend to each other <br />
  2. 2. Every conversation about digital and social marketing should start with these six words:<br />What do you want to accomplish? <br />
  3. 3. The scariest answer in advertising starts with just two words:<br />We want to create a<br />VIRAL VIDEO<br />
  4. 4. What went viral in 2010?<br />35 million views of a certain dreamy double rainbow<br />12 million views of American Idol’s “pants on the floor” outtake<br />14 million views of chat roulette piano improv<br />
  5. 5. A few brands broke out, too…Each backed by hundreds of millions of dollars in TV ad spend<br />10 million rocked out to the Swagger Wagon<br />22 million watched the man your man could smell like Super Bowl ad<br />
  6. 6. Every minute, 24 hours of video is uploaded to YouTube.<br />3.1%<br />What are your real chances of going viral?<br />>1,000 views<br />0.3%<br />>10,000 views<br />0.02%<br />>100,000 views<br />Slate, 2009<br />
  7. 7. If viral isn’t the answer? What is?<br />What does success look like?<br />VIRAL<br />Exponential sharing among millions of people<br />Impressions<br />Buying one set of eyes at a time<br />
  8. 8. What does success look like?<br />If viral isn’t the answer? What is?<br />Maybe there’s something in the middle that builds on impressions with personal, micro sharing. <br />VIRAL<br />Exponential sharing among millions of people<br />Impressions<br />Buying one set of eyes at a time<br />
  9. 9. Shareworthy is: Something we can’t wait to pass on<br /><br />
  10. 10. Not with the whole world on YouTube or Twitter, but with our personal networks – our real friends.<br />
  11. 11. Why it mattersThe real impact of micro sharing<br />
  12. 12. 1<br />Health influencers have a multiplier effect<br />20% of Americans are “health influencers”<br />They share health info and answer friend’s questions<br />They directly impact at least 2.8 people each<br />Reach those 36 million, you effectively reach 101 million<br />Manhattan Research, 2010<br />
  13. 13. In 2006, we turned our collective attention to the impact of social media. The value of peer opinion had risen to surpass that of doctors and academic experts for the first time. Today, that decision making is much more balanced. We look for both content and context.<br />2<br />Supports the way we make decisions today<br />Advice from experts<br />Materials from brands<br />Perspectives of people like me<br />Research I do on my own<br />RIGHT DECISION FOR ME OR MY PATIENT<br />MEDICAL & MARKETING<br />COMMUNITY CONTEXT<br />Edelman Trust Barometer, 2006, 2010<br />Pew Research, 2009<br />
  14. 14. 3<br />Delivers bottom line results<br />PAID MEDIA<br />Buys impressions<br />SHARED MEDIA<br />Creates an impression<br /><ul><li>Women particularly talk about brands ~92x in the course of a week
  15. 15. 43% of women (and 29% of men) have at least one conversation per day that includes a healthcare brand
  16. 16. 51% said they would purchase something based on a conversation</li></ul>NBC, 2010<br />Keller Faye, 2010, 2009<br />
  17. 17. How it worksThe strategy of shareworthy<br />
  18. 18. We always start with a balanced strategy.<br />VALUE TO THE BRAND<br />VALUE TO THE PEOPLE<br />Engaging people with the experience they want<br />Delivering on our brand goals and metrics<br />
  19. 19. Too far to the left is a corporate.commegaphone. <br />BUY ME!!!<br />
  20. 20. Too far to the right is just buzz.<br />
  21. 21. But a strategy right in the middle can make sharing look:<br />
  22. 22. The Secret of ‘shareworthy’ is that the value is not what it gives her, but what it says about her.<br />What does it say about me?<br />
  23. 23. In a split second, she decides if it reflects who she is.<br />
  24. 24. So, why are some brands shared and some not?<br />We looked at lots of brands and campaigns to find the answers<br />Analysis using our Shareworthy Index<br />Proprietary insight mining techniques<br />2010 She Says survey of 1300 women<br />
  25. 25. Shareworthy in actionWhat 5 kinds of campaigns say about the sharer<br />
  26. 26. Shareworthy feels like a gift:<br />WHAT IT SAYS ABOUT ME:<br />I’m thoughtful<br />Other examples:<br /><ul><li>GAP’s give one/get one for Leukemia
  27. 27. Mom’s clubs (Amazon, Similac) </li></li></ul><li>Shareworthy is “my discovery”.<br />WHAT IT SAYS ABOUT ME:<br />I’m wise<br />Other examples:<br />Tampax BeingAGirl<br />Groupon<br />Angie’s List<br />
  28. 28. Shareworthy is when we’re in this together. <br /> The truth about hormones<br />WHAT IT SAYS ABOUT ME:<br />I’m in this with you<br />Other examples:<br /><ul><li>Poise/Light Bladder Leakage
  29. 29. Secret Clinical
  30. 30. Dove Real Beauty</li></li></ul><li>Shareworthy is showing, not telling.<br />WHAT IT SAYS ABOUT ME:<br />I care<br />Other examples:<br /><ul><li>EMD Serono’s Birds and Bees
  31. 31. It Gets Better Project
  32. 32. Nike Girl Effect</li></li></ul><li>Shareworthy is an action we can take together.<br />WHAT IT SAYS ABOUT ME:<br />I am a role model<br />Other examples:<br /><ul><li>Lysol Mission for Health
  33. 33. Tide Loads of Hope
  34. 34. Pepsi Refresh
  35. 35. HERA’s Run Like a Girl</li></li></ul><li>The Shareworthy ChecklistIs your campaign ready to pass on?<br />
  36. 36. POP QUIZ<br />What’s wrong with this picture?(it’s from a river-front music festival in Austin)<br />Thanks to Church of the Customer for this find!<br />
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  39. 39. The ShareworthyChecklist:<br />Familiar voice<br />Speaks like a native<br />Easy to Share<br />FWD, Like, embed, repeat <br />Super Relevant<br />In our “right now” culture<br />Fresh approach<br />To a familiar story or issue<br />
  40. 40. Performance indicators to watch:<br />Peer Context<br />Time Spent<br />Is your investment in digital inspiring echoes in peer-generated content? <br />Are more people choosing to spend time with your brand?<br />Referrals<br />Reputation<br />Where are clicks coming from? Repeatable URLs? Passed along offers?<br />What’s the tone of conversation about your brand? Is sentiment changing?<br />
  41. 41.<br />@leighhouse<br />@iqlab<br />#iqlab<br />@gsw_worldwide<br /><br /><br /><br /><br />Thank you. And, please, keep in touch:<br />