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The importance of shareability

A short presentation with some tips on the importance of shareability in viral advertising campaign.

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The importance of shareability

  1. 1. The importance of shareability <ul><li>Learning lessons from the BBC and OK GO </li></ul>
  2. 2. What is “shareability” The shareability of a piece of content is how easy it for someone to share it with others. Sharing can mean emailing it to a friend, tweeting, Facebooking, embedding in a blog . . . Emailing to friends > < Embedding in a blog Tweeting > < Facebooking
  3. 3. What happens when you make things not shareable . . . The BBC disabled the embed function on Youtube at certain points during their BBC Life campaign, resulting in a marked dip in views of these clips, as influencers couldn’t embed the clips in their blogs.
  4. 4. . . . and what happened when OK GO did the same with their new music video . . . EMI disabled embedding of the new video, meaning that viewers have to go to YouTube to watch it. OK GO have issued an official apology on their fan forum.
  5. 5. Key features of “shareability” <ul><li>Email to friend : make it easy to email to a friend </li></ul><ul><li>Embed : make it easy to embed in a blog </li></ul><ul><li>Tweet : make it easy to tweet / retweet </li></ul><ul><li>Facebook : make it easy to share via Facebook </li></ul><ul><li>Digg / social sharing sites : make it easy to Digg or Buzz up </li></ul>These are the 5 key things to consider when looking at the shareability of a piece of content. Importantly these should be considered early on in the creative planning process, as there’s nothing worse than not being able to properly seed a viral asset because of the way it’s been made. The 5 key features of shareability >>
  6. 6. One thing to take away with you . . . <ul><li>“ Plan content shareability at the beginning </li></ul><ul><li>of a campaign, as it will mean your campaign </li></ul><ul><li>is optimised for virality” </li></ul><ul><li>: - ) </li></ul><ul><li> </li></ul>