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AZIMA event February 2014


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Jodi Gersh, director of social media and engagement for Gannett, spoke at AZIMA's February event.

Take-aways from the night's event:
- What emotions drive people to spread your posts
- What types of information people share with their connections
- How to position your content to maximize its reach on social networks
- Real life case studies on successful social media campaigns
- Competitive strategies for maximizing the effectiveness of your social media campaigns

Published in: Marketing
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AZIMA event February 2014

  1. 1. Contagious
  2. 2. S Status by association. People like to look smart, funny, and in-the-know, so they talk about things that help them portray a positive image. People want things that make them look good rather than bad.
  3. 3. T People talk about things that are topof-mind. Using subtle reminders to help them think about your idea will make them more likely to share.
  4. 4. E When we care, we share. High arousal emotions—like excitement, anger, and awe -fire people up. This activation, in turn, drives them to share.
  5. 5. P People often imitate others. But you can’t imitate what you can’t observe. Making behavior more public enables social influence.
  6. 6. News you can use. People share things to help others, whether it is advice on saving time, saving money, or making them healthier. P
  7. 7. Stories are like Trojan Horses: Information travels under the guise of idle chatter. People are more likely to share a memorable story than a list of technical facts and features about a product. S
  8. 8. 1 Every city has traits, quirks and habits that are begging to be dissected. These characteristics are well-known to locals, but no one ever stops to explain why they even exist in the first place. Place Explainers investigate, answer and explain these questions.
  9. 9. 2 We all love to brag every once in a while about the area we call home. Crowd Pleasers zero in on that feeling of pride. These stories provide an opportunity to celebrate everything from beautiful weather in the Pacific Northwest to the athletic prowess of California athletes who won 93 Olympic gold medals.
  10. 10. 3 You know those stories you come across that you can’t turn down? The ones that have you hooked at the headline? It’s the type of story that captures a geeky or quirky side of a city.
  11. 11. 4 Event-based stories chronicle the news of a city. This bill was passed. This person was hired. That person was fired. News Explainers make sense of the news. Rather than just telling you what happened, News Explainers dissect why or how it happened.
  12. 12. 5 Cities are saturated with everyday news stories such as traffic jams and fires. But Major Breaking News has a much bigger impact on a city or a region. Massive storms are an easy example of this because they tend to make life difficult for entire regions. But Major Breaking News doesn’t happen often.
  13. 13. 6 Think “awww,” think “awesome,” think “hilarious.” Most of all, think positive: this category is made up of happy stories. Humor, which tends to make people feel good, also plays a role in Feel-Good Smiler content.
  14. 14. 7 A Topical Buzzer is the story of the moment that everyone’s talking about locally. The key to deploying a Topical Buzzer on your site: knowing when something is beginning to buzz.
  15. 15. 8 Have you ever come across a story about your city and you could feel your blood beginning to boil? That’s usually what happens when people encounter a Provocative Controversy – they get ticked off and highly opinionated.
  16. 16. 9 “Whoa...” You know that feeling? We already know people like to gaze at beautiful images. People love to goggle at beautiful images of their city. Awe-Inspiring Visuals capture that wonderment through photos and videos.
  17. 17. o Think about your audience o Think about their day/schedule o Use tools to determine when your audience is active on social media – Facebook Insights, PageLever Now – Tweriod, TweetWhen, WhenToTweet – Timing+ (for Google+)