Be Shareworthy: Microsharing and healthcare brands

1. Be Shareworthy The ultimate metric is what we recommend to each other

2. Every conversation about digital and social marketing should start with these six words: What do you want to accomplish?

3. The scariest answer in advertising starts with just two words: We want to create a VIRAL VIDEO

4. What went viral in 2010? 35 million views of a certain dreamy double rainbow 12 million views of American Idol’s “pants on the floor” outtake 14 million views of chat roulette piano improv

5. A few brands broke out, too…Each backed by hundreds of millions of dollars in TV ad spend 10 million rocked out to the Swagger Wagon 22 million watched the man your man could smell like Super Bowl ad

6. Every minute, 24 hours of video is uploaded to YouTube. 3.1% What are your real chances of going viral? >1,000 views 0.3% >10,000 views 0.02% >100,000 views Slate, 2009

7. If viral isn’t the answer? What is? What does success look like? VIRAL Exponential sharing among millions of people Impressions Buying one set of eyes at a time

8. What does success look like? If viral isn’t the answer? What is? Maybe there’s something in the middle that builds on impressions with personal, micro sharing. VIRAL Exponential sharing among millions of people Impressions Buying one set of eyes at a time

9. Shareworthy is: Something we can’t wait to pass on http://www.flickr.com/photos/creativecommons/2294317199/

10. Not with the whole world on YouTube or Twitter, but with our personal networks – our real friends.

11. Why it mattersThe real impact of micro sharing

12. 1 Health influencers have a multiplier effect 20% of Americans are “health influencers” They share health info and answer friend’s questions They directly impact at least 2.8 people each Reach those 36 million, you effectively reach 101 million Manhattan Research, 2010

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. 2 Supports the way we make decisions today Advice from experts Materials from brands Perspectives of people like me Research I do on my own RIGHT DECISION FOR ME OR MY PATIENT MEDICAL & MARKETING COMMUNITY CONTEXT Edelman Trust Barometer, 2006, 2010 Pew Research, 2009

14. 3 Delivers bottom line results PAID MEDIA Buys impressions SHARED MEDIA Creates an impression <ul><li>Women particularly talk about brands ~92x in the course of a week

15. 43% of women (and 29% of men) have at least one conversation per day that includes a healthcare brand

16. 51% said they would purchase something based on a conversation</li></ul>NBC, 2010 Keller Faye, 2010, 2009

17. How it worksThe strategy of shareworthy

18. We always start with a balanced strategy. VALUE TO THE BRAND VALUE TO THE PEOPLE Engaging people with the experience they want Delivering on our brand goals and metrics

19. Too far to the left is a corporate.commegaphone. BUY ME!!!

20. Too far to the right is just buzz.

21. But a strategy right in the middle can make sharing look:

22. The Secret of ‘shareworthy’ is that the value is not what it gives her, but what it says about her. What does it say about me?

23. In a split second, she decides if it reflects who she is.

24. So, why are some brands shared and some not? We looked at lots of brands and campaigns to find the answers Analysis using our Shareworthy Index Proprietary insight mining techniques 2010 She Says survey of 1300 women

25. Shareworthy in actionWhat 5 kinds of campaigns say about the sharer

26. Shareworthy feels like a gift: WHAT IT SAYS ABOUT ME: I’m thoughtful Other examples: <ul><li>GAP’s give one/get one for Leukemia

27. Mom’s clubs (Amazon, Similac) </li></li></ul><li>Shareworthy is “my discovery”. WHAT IT SAYS ABOUT ME: I’m wise Other examples: Tampax BeingAGirl Groupon Angie’s List

28. Shareworthy is when we’re in this together. The truth about hormones WHAT IT SAYS ABOUT ME: I’m in this with you Other examples: <ul><li>Poise/Light Bladder Leakage

29. Secret Clinical

30. Dove Real Beauty</li></li></ul><li>Shareworthy is showing, not telling. WHAT IT SAYS ABOUT ME: I care Other examples: <ul><li>EMD Serono’s Birds and Bees

31. It Gets Better Project

32. Nike Girl Effect</li></li></ul><li>Shareworthy is an action we can take together. WHAT IT SAYS ABOUT ME: I am a role model Other examples: <ul><li>Lysol Mission for Health

33. Tide Loads of Hope

34. Pepsi Refresh

35. HERA’s Run Like a Girl</li></li></ul><li>The Shareworthy ChecklistIs your campaign ready to pass on?

36. POP QUIZ What’s wrong with this picture?(it’s from a river-front music festival in Austin) Thanks to Church of the Customer for this find!

39. The ShareworthyChecklist: Familiar voice Speaks like a native Easy to Share FWD, Like, embed, repeat Super Relevant In our “right now” culture Fresh approach To a familiar story or issue

40. Performance indicators to watch: Peer Context Time Spent Is your investment in digital inspiring echoes in peer-generated content? Are more people choosing to spend time with your brand? Referrals Reputation Where are clicks coming from? Repeatable URLs? Passed along offers? What’s the tone of conversation about your brand? Is sentiment changing?

41. leigh.householder@gsw-w.com @leighhouse @iqlab #iqlab @gsw_worldwide Advergirl.com WhatsYourDigitaliQ.com BeSharworthy.com BrandLiberators.com Thank you. And, please, keep in touch:

Be Shareworthy: Microsharing and healthcare brands

GSW

Be Shareworthy: Microsharing and healthcare brands