Why People Share & Writing Copy for Social Channels


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As humans, we communicate for very specific reasons Social media has not changed the basics of human engagement – community, the levers of influence and how we share information. In fact, the opposite - social networks are fully based around human behavior.
To really understand how to write compelling copy for social channels, it is important to understand how and why human beings share. H/T to Paul Adams and WOMMA.

Published in: Business, Technology

Why People Share & Writing Copy for Social Channels

  1. 1. Writing For Social Media Gemma Craven EVP, Social@Ogilvy @gemsie
  2. 2. Communications In A New World
  3. 3. Technology is driving dramatic shifts
  4. 4. We have gone from communicating like this
  5. 5. To this
  6. 6. And soon, like this..
  7. 7. Yet while the places we communicate in may have changed
  8. 8. The reasons why have not
  9. 9. So to understand copy writing for social media
  10. 10. “Our business is infested with idiots who try to impress by using pretentious jargon” We need to look at why people communicate
  11. 11. Why People Communicate
  12. 12. We talk to survive
  13. 13. Our motivations for sharing online are the same
  14. 14. We talk to form social bonds
  15. 15. Online conversations signal connectedness
  16. 16. We talk to help others
  17. 17. We talk to manage how others perceive us
  18. 18. 1. Craft a clear voice and persona for your brand online 2. Create utility to drive sharing 3. Have a two way conversation 4. Remember no one likes self obsession 5. Be aware of the world around you Key takeaways
  19. 19. What We Talk About
  20. 20. Tip #5 Ensure you have the right listening Many of our discussion is about other people infrastructure 20
  21. 21. We share feelings not facts
  22. 22. People share content that triggers the most arousing emotions
  23. 23. We talk about the things around us
  24. 24. And we talk about brands in passing
  25. 25. Only 9% of conversations about brands are online
  26. 26. 1. Build campaigns around content that generates strong feelings 2. Ask people to talk about others 3. Use tools such as polls to drive lightweight conversations about brands 4. If you want people to talk about your brand, put it in their physical environment Key takeaways
  27. 27. Who We Talk To
  28. 28. We like to think we speak to a wide group
  29. 29. We talk to the people closest to us
  30. 30. And at the center of our social network
  31. 31. Who is listening changes what we talk about
  32. 32. Who is listening changes what we talk about
  33. 33. 1. Put yourself in the shoes of the target you are trying to reach 2. Build programs through connecting authentically with the people closest to that target 3. Understand the audience you are connecting with and their behaviors on the platform you are reaching them on Key takeaways
  34. 34. Sharing information makes life easier, helps grow bonds and manage reputation We talk about other people, what’s around us and content that drives strong feelings We talk about brands in passing, often driven by our environment We talk to the same 5 to 10 people 80% of the time Recap: the guiding principles of why we talk
  35. 35. 10 Helpful Tips For Social Media Writing
  36. 36. Understand the consumer’s use case VW Smileage
  37. 37. Set up a Social Brand Voice 37
  38. 38. We are part of the US community and will continue to support in many ways... We are a company of people who live and work in your community. Each is committed.... BP America Supports Team USA We have learned and remain committed to the safe and production exploration of sustainable energy sources Meet the Faces of BP Safety and Innovation to Find Tomorrow’s Energy Sources Our Enduring Commitment to the Gulf While people’s attention may have moved on, we remain in place, strengthening the economic and environmental circumstances of the Gulf of Mexico and its people Create Content Pillars to define content focus
  39. 39. Tip #4 Use a Center of Excellence approach Use social listening to inform relevant content 39 Image courtesy of the Altimeter Group
  40. 40. Planning Discover Discover BlackRock business objectives and all assets and social brand architecture Creating Establish Stories Create Content Define BlackRock’s “ownable” topics and story territories using social data Create content types for BlackRock from blog posts to videos to infographics and more Distributing Optimizing Target Publish Amplify Evaluate Insights Use data to target content and engage the right audiences Aggregate relevant content across channels from many sources Use paid media and partnerships to extend reach of BlackRock content Review performance against goals Derive Insights and apply to strategy and content Create a Conversation Engine to drive scale
  41. 41. Think about how copy differs across platforms
  42. 42. Tip #3 Content is key on today’s visual web Don’t forget the power of the visual web
  43. 43. Use smart tools to help plan social copy
  44. 44. Tip #2 Measurement & analytics are no longer Test and learn to determine how copy works optional 44
  45. 45. WOMMA Influencer Framework Work with different influentials to create copy
  46. 46. Always be learning: Red Bull
  47. 47. Always be learning: Coke
  48. 48. Always be learning: Netflix
  49. 49. Always be learning: Hunger Games
  50. 50. Thank You Gemma Craven @gemsie www.linkedin.com/gemsiecraven