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How to Build a Time Machine - LearnInbound

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According to Stephen Hawking, all you need is a wormhole, the Large Hadron Collider or a rocket that goes really, really fast.

Hannah has none of those things. But she has spent more time than is probably healthy on the internet and was once described as having an overactive imagination. Armed with only her GCSE in physics she’ll teach you how to build a time machine, and explore other ways to create content which resonates.

Published in: Marketing
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How to Build a Time Machine - LearnInbound

  1. 1. how to build a time machine (& other stories) @hannah_bo_banna
  2. 2. @hannah_bo_banna hello there!
  3. 3. I’ve just started working with this lovely lot @VerveSearch
  4. 4. but for most of this year I’ve been on sabbatical
  5. 5. prior to that I worked at distilled
  6. 6. @hannah_bo_banna I’ve been involved in making stuff that gets coverage, links & social shares since 2011
  7. 7. @hannah_bo_banna there’s some stuff I’m really proud of
  8. 8. this was my first taste of success
  9. 9. @hannah_bo_banna but it’s been a pretty bumpy ride
  10. 10. @hannah_bo_banna there have been good days…
  11. 11. @hannah_bo_banna 250 LRDs in 24 hours
  12. 12. @hannah_bo_banna but it doesn’t always go down like that…
  13. 13. failure really hurts
  14. 14. @hannah_bo_banna who’s failed like me?
  15. 15. @hannah_bo_banna who wants to fail less often?
  16. 16. @hannah_bo_banna I heart you
  17. 17. I heart you
  18. 18. @hannah_bo_banna let’s do this!
  19. 19. @hannah_bo_banna first, let’s talk a bit about failing…
  20. 20. @hannah_bo_banna want to know why we fail?
  21. 21. @hannah_bo_banna I get emails like this fairly frequently:
  22. 22. Hey Hannah! We made this thinger, and we all think it’s great! We’ve gone to 200 journalists, but no one’s picked it up, and we’ve seen no social shares either. Any idea where we’re going wrong?
  23. 23. @hannah_bo_banna these next slides may sound mean (but they’re meant with love)
  24. 24. @hannah_bo_banna when people tell me their piece isn’t working, & I take a look, I typically feel one (or more) of these things
  25. 25. @hannah_bo_banna this is shallow, or patronising
  26. 26. @hannah_bo_banna I don’t think this shows what you’re claiming it shows or you’ve promised me something but haven’t delivered
  27. 27. @hannah_bo_banna this isn’t something I care about or this isn’t something I’ve ever wondered or there’s nothing I can identify with here
  28. 28. @hannah_bo_banna I’m confused – I don’t get it
  29. 29. @hannah_bo_banna there’s nothing new or different here
  30. 30. @hannah_bo_banna cool, but so what?
  31. 31. @hannah_bo_banna for the sake of clarity, I feel the same things about some of my own work
  32. 32. @hannah_bo_banna but what do all those things mean?
  33. 33. @hannah_bo_banna when people tell me their piece isn’t working, & I take a look, I typically feel one (or more) of these things this is shallow, or this is patronising if I shared this it would say nothing good about me I don’t think this shows what you’re claiming it shows there’s nothing I can identify with here there’s nothing new or different here I’m confused – I don’t get it this isn’t something I care about this isn’t something I’ve ever wondered you’ve promised me something but haven’t delivered cool, but so what?
  34. 34. @hannah_bo_banna “this piece doesn’t resonate with me”
  35. 35. @hannah_bo_banna resonance is *really* important
  36. 36. @hannah_bo_banna people link to your stuff or share your stuff only if it resonates with them
  37. 37. @hannah_bo_banna if your content makes them feel something
  38. 38. @hannah_bo_banna if you create something which doesn’t resonate, people won’t feel anything
  39. 39. @hannah_bo_banna when we don’t feel anything, we don’t share, comment, or do anything, we simply move on
  40. 40. @hannah_bo_banna so, if we want to succeed we need to focus on making people feel something
  41. 41. @hannah_bo_banna *not* these things this is shallow, or this is patronising if I shared this it would say nothing good about me I don’t think this shows what you’re claiming it shows there’s nothing I can identify with here there’s nothing new or different here I’m confused – I don’t get it this isn’t something I care about this isn’t something I’ve ever wondered you’ve promised me something but haven’t delivered cool, but so what?
  42. 42. @hannah_bo_banna people link to your stuff or share your stuff only if it resonates with them
  43. 43. @hannah_bo_banna but what resonates with people?
  44. 44. @hannah_bo_banna have you ever thought about *why* you share what you share on social media?
  45. 45. @hannah_bo_banna most of the time I don’t think before I tweet
  46. 46. @hannah_bo_banna why did I tweet this?
  47. 47. @hannah_bo_banna I was on my own & I was bored
  48. 48. @hannah_bo_banna it worked like a charm
  49. 49. @hannah_bo_banna but I don’t just tweet stuff like that; I also tweet stuff like this
  50. 50. @hannah_bo_banna
  51. 51. @hannah_bo_banna I also share stuff like this
  52. 52. @hannah_bo_banna & this
  53. 53. @hannah_bo_banna I share things to give people a sense of who I am & what I care about
  54. 54. I’m a literary nerd…
  55. 55. I’m exasperated by marketing doublespeak…
  56. 56. I’m a feminist
  57. 57. @hannah_bo_banna on social media we have two modes: i) cries for attention & ii) defining ourselves to others
  58. 58. @hannah_bo_banna what does ‘defining ourselves to others’ mean?
  59. 59. @hannah_bo_banna human beings are pack animals, we need to feel like we belong
  60. 60. @hannah_bo_banna we feel most comfortable when surrounded by people who are similar to us
  61. 61. @hannah_bo_banna how we define ourselves is important because it allows others to relate to us
  62. 62. @hannah_bo_banna the very act of self-definition makes us relatable, it’s how we connect with people
  63. 63. @hannah_bo_banna this desire to define ourselves to others is why we share what we share
  64. 64. @hannah_bo_banna I think that creating content which allows people to define themselves to others is a great place to play
  65. 65. @hannah_bo_banna but what does that look like in the real world?
  66. 66. @hannah_bo_banna what follows isn’t an exhaustive list, but hopefully you’ll find it useful
  67. 67. @hannah_bo_banna hang on to your hats
  68. 68. @hannah_bo_banna let’s talk about time travel
  69. 69. @hannah_bo_banna so, I promised to teach you how to build a time machine…
  70. 70. @hannah_bo_banna according to Stephen Hawking, all you need is…
  71. 71. a wormhole
  72. 72. @hannah_bo_banna or
  73. 73. the large hadron collider
  74. 74. @hannah_bo_banna or
  75. 75. a rocket that goes really, really fast
  76. 76. @hannah_bo_banna sadly, my clients can’t afford any of those things
  77. 77. @hannah_bo_banna but you can take people back in time without any of those things
  78. 78. @hannah_bo_banna 248k facebook ‘likes’
  79. 79. @hannah_bo_banna 248k facebook ‘likes’204k facebook ‘likes’
  80. 80. @hannah_bo_banna 80k facebook ‘likes’
  81. 81. @hannah_bo_banna so taking people back in time clearly resonates
  82. 82. @hannah_bo_banna we made a time machine of our own
  83. 83. @hannah_bo_banna it allows you to relive any major festival from the past 20 years
  84. 84. @hannah_bo_banna
  85. 85. 750k visits
  86. 86. @hannah_bo_banna if you’re seeking coverage I strongly recommend you do more than create a listicle
  87. 87. @hannah_bo_banna if you want to create your own time machine, it’s not just music that takes people back in time
  88. 88. @hannah_bo_banna 362k facebook ‘likes’
  89. 89. @hannah_bo_banna 223k facebook ‘likes’
  90. 90. @hannah_bo_banna 157k facebook ‘likes’
  91. 91. @hannah_bo_banna why do we share nostalgic content?
  92. 92. @hannah_bo_banna we share nostalgic content (or time machines) because how we grew up shaped who we are today
  93. 93. @hannah_bo_banna sharing nostalgic content allows us to instantly connect with others who shared similar experiences
  94. 94. @hannah_bo_banna regardless of whether or not we actually shared those experiences in real life
  95. 95. @hannah_bo_banna sharing nostalgic content allows us to define ourselves to others
  96. 96. @hannah_bo_banna but we don’t just define ourselves through nostalgic content
  97. 97. @hannah_bo_banna polarising content
  98. 98. @hannah_bo_banna polarise to divide into two sharply contrasting groups, or sets of opinions, or beliefs
  99. 99. @hannah_bo_banna love it? or hate it?
  100. 100. 250 LRDs in 24 hours
  101. 101. 1,400 LRDs
  102. 102. @hannah_bo_banna 533 LRDs
  103. 103. @hannah_bo_banna we share polarising content to let others know where we stand
  104. 104. @hannah_bo_banna it’s another way of defining ourselves to others
  105. 105. @hannah_bo_banna for this sort of content to work you need to provoke a strong, emotional response
  106. 106. @hannah_bo_banna but you walk a fine line
  107. 107. @hannah_bo_banna if you’re doing this sort of thing, keep it light
  108. 108. @hannah_bo_banna content that allows us to see things more clearly
  109. 109. @hannah_bo_banna there’s a bunch of stuff we struggle to get our heads around
  110. 110. @hannah_bo_banna for this sort of content to work, you need to be talking about something people care about
  111. 111. @hannah_bo_banna & if you want coverage you’ll need to support existing editorial, or be breaking news
  112. 112. @hannah_bo_banna content that gives us hope
  113. 113. @instachaz reminds me I’m not alone…
  114. 114. @hannah_bo_banna stuff like that looks easy, but is *really* hard to do well
  115. 115. @hannah_bo_banna so far I’ve not managed to persuade anyone to let me make anything like it
  116. 116. @hannah_bo_banna but I have made some stuff that gives people hope
  117. 117. @hannah_bo_banna we love finding out that we’re more like our heroes than we think
  118. 118. we want to know that there’s still time for us to make it
  119. 119. @hannah_bo_banna for this sort of content to work, you need to create things that really speak to people & they can relate to
  120. 120. @hannah_bo_banna & if you want coverage you’ll need to support existing editorial
  121. 121. @hannah_bo_banna content that allows us to discover something about ourselves in a reasonably legitimate way
  122. 122. @hannah_bo_banna say what?
  123. 123. @hannah_bo_banna most of the time content like this takes the form of either a quiz or game
  124. 124. @hannah_bo_banna however, not all quizzes & games fit into this category
  125. 125. @hannah_bo_banna I suspect the popularity of this quiz has more to do with nostalgia
  126. 126. @hannah_bo_banna let’s look at a game which does allow you to find something out about yourself
  127. 127. @hannah_bo_banna we secured coverage at launch
  128. 128. @hannah_bo_banna then we garnered a 2nd wave of coverage based on the data we’d gathered from players
  129. 129. @hannah_bo_banna a couple of warnings…
  130. 130. @hannah_bo_banna quizzes & games are just formats
  131. 131. @hannah_bo_banna if making a quiz or a game = guaranteed success then no quizzes or games would ever fail
  132. 132. @hannah_bo_banna & they do fail, frequently
  133. 133. @hannah_bo_banna in my experience, quizzes or games that allow people to find out something about themselves in a reasonably legitimate way have a better chance of success
  134. 134. @hannah_bo_banna but it’s worth noting that even quizzes & games which are widely played & shared don’t always get much coverage
  135. 135. @hannah_bo_banna cause-related content
  136. 136. over 50 LRDs to date
  137. 137. it’s been turned into a fan-made-mod for The Sims
  138. 138. @hannah_bo_banna people have been calling our office trying to BUY the posters
  139. 139. over 500 signatures…
  140. 140. @hannah_bo_banna but again, I’d exercise caution here – this sort of thing can go very badly wrong
  141. 141. @hannah_bo_banna so it’s nearly time for me to wrap this thing up
  142. 142. @hannah_bo_banna I’d like to leave you with a few thoughts
  143. 143. which will hopefully help you fail less often
  144. 144. @hannah_bo_banna be curious
  145. 145. @hannah_bo_banna study successful content & try to figure out why it worked
  146. 146. @hannah_bo_banna why did it resonate?
  147. 147. is it nostalgic?
  148. 148. is it polarising?
  149. 149. does it help you see things more clearly?
  150. 150. @hannah_bo_banna does it give you hope?
  151. 151. does it allow you to find something out about yourself?
  152. 152. is it related to a cause?
  153. 153. @hannah_bo_banna something else? (this is not an exhaustive list)
  154. 154. @hannah_bo_banna don’t be lazy
  155. 155. @hannah_bo_banna read the coverage!
  156. 156. @hannah_bo_banna read the comments!
  157. 157. @hannah_bo_banna read what people said on social media!
  158. 158. @hannah_bo_banna those tools we’re all so fond of can tell us *what* was successful, but not *why*
  159. 159. @hannah_bo_banna knowing why is infinitely more useful
  160. 160. @hannah_bo_banna don’t get distracted by formats
  161. 161. @hannah_bo_banna a game is a format, not an idea
  162. 162. @hannah_bo_banna a quiz is a format, not an idea
  163. 163. @hannah_bo_banna an infographic is a format, not an idea
  164. 164. @hannah_bo_banna a video is a format, not an idea
  165. 165. @hannah_bo_banna people don’t share formats, they share ideas
  166. 166. @hannah_bo_banna & finally, when you start working on that next ‘thinger’
  167. 167. @hannah_bo_banna focus on making people feel something
  168. 168. @hannah_bo_banna *not* these things this is shallow, or this is patronising if I shared this it would say nothing good about me I don’t think this shows what you’re claiming it shows there’s nothing I can identify with here there’s nothing new or different here I’m confused – I don’t get it this isn’t something I care about this isn’t something I’ve ever wondered you’ve promised me something but haven’t delivered cool, but so what?
  169. 169. @hannah_bo_banna revisit this throughout the process
  170. 170. @hannah_bo_banna does this content make people feel any of these things? this is shallow, or this is patronising if I shared this it would say nothing good about me I don’t think this shows what you’re claiming it shows there’s nothing I can identify with here there’s nothing new or different here I’m confused – I don’t get it this isn’t something I care about this isn’t something I’ve ever wondered you’ve promised me something but haven’t delivered cool, but so what?
  171. 171. @hannah_bo_banna if the answer is yes, try to find a way to fix it
  172. 172. @hannah_bo_banna you may not be able to solve all the issues
  173. 173. @hannah_bo_banna but do the best that you can
  174. 174. @hannah_bo_banna launch things!
  175. 175. @hannah_bo_banna learn things!
  176. 176. @hannah_bo_banna & seek to continually evolve & improve!
  177. 177. @hannah_bo_banna good luck out there x
  178. 178. @hannah_bo_banna Hannah Smith Head of Creative Verve Search send questions and/or pictures of cats to: hannah@vervesearch.com tweet things @hannah_bo_banna
  179. 179. Big love to the team at Verve who helped me put this together. Images: delorean: https://en.wikipedia.org/wiki/DeLorean_time_machine rat: http://banksy.co.uk nobody likes me: http://www.iheartthestreetart.com/street-2/#lightbox[group-26481]/39/ phone lovers: http://banksy.co.uk wormhole: http://www.popsci.com/article/technology/will-wormhole-travel-ever-be-possible large hadron collider: http://thecomeback.com/tech/weasel-temporarily-shuts-down-the-large-hadron-collider.html rocket: https://pixabay.com/p-67643/?no_redirect danbo - https://www.flickr.com/photos/nomadic_lass/6889892777/in/set-72157629144987013 unicorn - http://queenofheartsonthesleeve.tumblr.com/post/58736423727/ok-not-much-but-here-it-is-3 Credits

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