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Danny Ashton - The Science Behind Sharable Content

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Published on

Linkdex Think Tank 31st October 2013

‘Psychology Of Sharing – Uncovering The Secret Strategies That Make Us Click’

Published in: Marketing, Technology, Travel
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Danny Ashton - The Science Behind Sharable Content

  1. 1. The Science Behind Sharable Content Danny Ashton @dannyashton @neomammalian
  2. 2. Sharable content starts with an idea
  3. 3. Contagious Jonah Berger The 6 STEPPS • • • • • • Social Currency Triggers Emotion Practical Value Public Stories
  4. 4. Social Currency “We share things that make us look good”
  5. 5. Triggers “Top of mind, tip of tongue”
  6. 6. Emotion “When we care, we share”
  7. 7. Public “Built to show, built to grow”
  8. 8. Practical Value “News you can use”
  9. 9. Stories “Info travels under the guise of idle chatter”
  10. 10. How NeoMam Use Them
  11. 11. The Idea Process We start with a brief
  12. 12. Understand the needs Q&A Q: Can you explain your niche and what you want from this content? The aims? Q: Can you name 5 large audiences your site could benefit from? Ideal placements? Q: Any strict guidelines? What’s the tone? Q: What would be the absolute worst topic idea for you? No-go areas?
  13. 13. The Idea Process Next, we contribute to an ideas dump
  14. 14. The Idea Process We meet to discuss the ideas
  15. 15. The Idea Process We score the ideas based on STEPPS
  16. 16. Infographic Case Study Practical Value
  17. 17. Infographic Case Study - Results Practical Value
  18. 18. Infographic Case Study - Results Practical Value 100 Backlinks 25 Ref. Domains
  19. 19. Infographic Case Study Social Currency
  20. 20. Infographic Case Study - Results Social Currency
  21. 21. Infographic Case Study - Results Social Currency 600 Backlinks 125 Ref. Domains
  22. 22. Infographic Case Study Triggers
  23. 23. Infographic Case Study - Results Triggers
  24. 24. Infographic Case Study - Results Triggers 110 Backlinks 30 Ref. Domains
  25. 25. Thank you

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