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@STEVENGRADIDGE
@STEVENGRADIDGE
INTRODUCTION – STEVEN GRADIDGE
THIS TALK – NOT ENGAGING
ENGAGEMENT
THIS TALK – SHARING
SHARING
@STEVENGRADIDGE
MYTHS– GIVES PEOPLE POWER
80% OF BLOGS
MYTHS – YOUNG PEOPLE USE IT
MYTHS – IS QUICK AND EASY
MYTHS – IS CHEAP, EVEN FREE
$4-8K A MONTH
MYTHS –ANYONE CAN BE A CM
MYTHS – MEASUREMENT IS EASY
MYTHS – IS A MARKETING SAVIOUR
MYTHS – IS ABOUT LIKES
@STEVENGRADIDGE
$174 A LIKE
MYTHS – PROMISES THE WORLD
@STEVENGRADIDGE
14%
69%
18%
7%
@STEVENGRADIDGE
ADVICE– IT’S ALL ABOUT CONTENT
@STEVENGRADIDGE
ADVICE– IT’S ALL ABOUT INFLUENCERS
@STEVENGRADIDGE
ADVICE– SOCIAL DOESN’T STOP. 24/7
@STEVENGRADIDGE
ADVICE– REMEMBER YOUR E’S
@STEVENGRADIDGE
THE ENGAGING
ECONOMIC
ENTERTAINING
EDUCATIONAL
EMOTIONAL
5 E’SOF CONTENT MARKETI...
SAME OLD
LET’S DO IT DIFFERENTLY
@STEVENGRADIDGE
WHAT ARE THE– STEPPS
@STEVENGRADIDGE
CURRENCY– PEOPLE LIKE THEMSELVES
880 MILLION IN 2013
CURRENCY– WHY DO PEOPLE SHARE?
CURRENCY– PLEASE DON’T TELL
CURRENCY– PLEASE DON’T TELL
CURRENCY– WILL IT BLEND
TRIGGERS– TOP OF MIND, TIP OF TONGUE
CHEERIOS > DISNEY
TRIGGERS– CHEERIOS O’CLOCKMidnight
2
4
6
8
9
10
11
Noon
14
16
17
18
19
20
22
Midnight
Weekday
Weekend
TRIGGERS– COLOURS
DRINKS SOCIAL
@STEVENGRADIDGE
FLIGHTS
TRIGGERS– COLOURS
@STEVENGRADIDGE
FLIGHTS UNHAPPY SG
TRIGGERS– COCA-COLA (XMAS)
@STEVENGRADIDGE
TRIGGERS– PLASTIC CARRIER BAGS
TRIGGERS– MARS SALES INVASION
1997 - PATHFINDER
EMOTIONS – GIVE IT TO THEM
SHARING IS CARING
EMOTIONS– THERE ARE SO MANY
@STEVENGRADIDGE
HIGH AROUSAL LOW AROUSAL
+TIVE
Awe
Excitement
Amusement
Humour
Contentment
-TI...
EMOTIONS– AWE IS THE WINNER
@STEVENGRADIDGE
“THE SENSE OF WONDER AND AMAZEMENT
THAT OCCURS WHEN SOMEONE IS INSPIRED BY
GRE...
EMOTIONS–FEELINGS > FUNCTION
@STEVENGRADIDGE
EMOTIONS – SUSAN BOYLE
WE NEED TO FOCUS ON FEELINGS, NOT FACTS. EMOTIONS THAT
MOTIVATE PEOPLE TO TAKE, AND MAKE ACTION!
PUBLIC– BUILT TO SHOW, BUILT TO GROW
@STEVENGRADIDGE
MONKEY SEE-MONKEY DO
PUBLIC– COPY CAT
PUBLIC– MAKING THE PRIVATE, SEEN
@STEVENGRADIDGE
£92 MILLION RAISED
2.7 BILLION CONVERSATIONS
1.1 MILLION REGISTRANTS
21 C...
PUBLIC– MAKING THE PRIVATE, SEEN
@STEVENGRADIDGEMOVEMBER
FUNDS FOR MENS HEALTH
CONVERSATION AROUND
MENS HEALTH
GREATER AWA...
PUBLIC– #NOMAKEUPSELFIE
PUBLIC– #NOMAKEUPSELFIE
£2worth of donations
in 48 hours.
MILLION
PUBLIC – SUSAN BOYLE
VALUE – USEFUL IS SHAREABLE
PUBLIC VISIBILITY
VALUE– NEWS, YOU CAN USE
@STEVENGRADIDGE
•  PEOPLE LIKE TO PASS ALONG PRACTICAL, USEFUL INFORMATION
•  PEOPLE DON’T JUST V...
VALUE– NEWS, YOU CAN USE
@STEVENGRADIDGE
BROADLY RELEVANT CONTENT COULD BE MORE
SHAREABLE, CONTENT THAT IS MORE NARROWLY
T...
VALUE– NEWS, YOU CAN USE
@STEVENGRADIDGE
CURRENCY?
EMOTIVE?
TRIGGERS?
USEFUL?
STORIES–ARE VESSELS
STORIES–PACKAGED NUGGETS
@STEVENGRADIDGE
STORIES–HELPFUL MARKETING TOOLS
CONTEXT
EMOTIVE
TRIGGERED
USEFUL
WITH THE STORY, INFORMATION COMES ALONG FOR THE RIDE
STORIES–GOLDENPAL-ARSE.COM
MEET RON
STORIES–SUBWAY GOODNESS
MEET JARED
DOES TALKING ABOUT YOUR PRODUCT MAKE PEOPLE LOOK GOOD?
WHAT CUES PEOPLE TO THINK ABOUT YOUR PRODUCT?
DOES TALKING ABOUT YO...
"SMALL ACTS, WHEN MULTIPLIED BY
MILLIONS OF PEOPLE, CAN TRANSFORM
THE WORLD.”
HOWARD ZINN
@STEVENGRADIDGE
Lets Get Sharing | iCommunity Summit 2014 | Romania, Bucharest
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Lets Get Sharing | iCommunity Summit 2014 | Romania, Bucharest

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Marketers are great communicators, right? Very often, they are great at speaking. But perhaps not always as great at listening. When the modern consumer talks, listens and shares the things they know, like and love, are we doing all we can to encourage that? If we aren’t listening, what are our chances of getting our finely honed content shared…

http://icommunity.ro/

Published in: Social Media, Travel, Business
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Lets Get Sharing | iCommunity Summit 2014 | Romania, Bucharest

  1. 1. @STEVENGRADIDGE
  2. 2. @STEVENGRADIDGE INTRODUCTION – STEVEN GRADIDGE
  3. 3. THIS TALK – NOT ENGAGING ENGAGEMENT
  4. 4. THIS TALK – SHARING SHARING
  5. 5. @STEVENGRADIDGE
  6. 6. MYTHS– GIVES PEOPLE POWER 80% OF BLOGS
  7. 7. MYTHS – YOUNG PEOPLE USE IT
  8. 8. MYTHS – IS QUICK AND EASY
  9. 9. MYTHS – IS CHEAP, EVEN FREE $4-8K A MONTH
  10. 10. MYTHS –ANYONE CAN BE A CM
  11. 11. MYTHS – MEASUREMENT IS EASY
  12. 12. MYTHS – IS A MARKETING SAVIOUR
  13. 13. MYTHS – IS ABOUT LIKES @STEVENGRADIDGE $174 A LIKE
  14. 14. MYTHS – PROMISES THE WORLD @STEVENGRADIDGE
  15. 15. 14%
  16. 16. 69%
  17. 17. 18%
  18. 18. 7%
  19. 19. @STEVENGRADIDGE
  20. 20. ADVICE– IT’S ALL ABOUT CONTENT @STEVENGRADIDGE
  21. 21. ADVICE– IT’S ALL ABOUT INFLUENCERS @STEVENGRADIDGE
  22. 22. ADVICE– SOCIAL DOESN’T STOP. 24/7 @STEVENGRADIDGE
  23. 23. ADVICE– REMEMBER YOUR E’S @STEVENGRADIDGE THE ENGAGING ECONOMIC ENTERTAINING EDUCATIONAL EMOTIONAL 5 E’SOF CONTENT MARKETING
  24. 24. SAME OLD
  25. 25. LET’S DO IT DIFFERENTLY
  26. 26. @STEVENGRADIDGE
  27. 27. WHAT ARE THE– STEPPS @STEVENGRADIDGE
  28. 28. CURRENCY– PEOPLE LIKE THEMSELVES 880 MILLION IN 2013
  29. 29. CURRENCY– WHY DO PEOPLE SHARE?
  30. 30. CURRENCY– PLEASE DON’T TELL
  31. 31. CURRENCY– PLEASE DON’T TELL
  32. 32. CURRENCY– WILL IT BLEND
  33. 33. TRIGGERS– TOP OF MIND, TIP OF TONGUE CHEERIOS > DISNEY
  34. 34. TRIGGERS– CHEERIOS O’CLOCKMidnight 2 4 6 8 9 10 11 Noon 14 16 17 18 19 20 22 Midnight Weekday Weekend
  35. 35. TRIGGERS– COLOURS DRINKS SOCIAL @STEVENGRADIDGE FLIGHTS
  36. 36. TRIGGERS– COLOURS @STEVENGRADIDGE FLIGHTS UNHAPPY SG
  37. 37. TRIGGERS– COCA-COLA (XMAS) @STEVENGRADIDGE
  38. 38. TRIGGERS– PLASTIC CARRIER BAGS
  39. 39. TRIGGERS– MARS SALES INVASION 1997 - PATHFINDER
  40. 40. EMOTIONS – GIVE IT TO THEM SHARING IS CARING
  41. 41. EMOTIONS– THERE ARE SO MANY @STEVENGRADIDGE HIGH AROUSAL LOW AROUSAL +TIVE Awe Excitement Amusement Humour Contentment -TIVE Anger Anxiety Sadness Anguish
  42. 42. EMOTIONS– AWE IS THE WINNER @STEVENGRADIDGE “THE SENSE OF WONDER AND AMAZEMENT THAT OCCURS WHEN SOMEONE IS INSPIRED BY GREAT KNOWLEDGE, BEAUTY, OR MIGHT” INSPIRED DEFINE: AWE
  43. 43. EMOTIONS–FEELINGS > FUNCTION @STEVENGRADIDGE
  44. 44. EMOTIONS – SUSAN BOYLE WE NEED TO FOCUS ON FEELINGS, NOT FACTS. EMOTIONS THAT MOTIVATE PEOPLE TO TAKE, AND MAKE ACTION!
  45. 45. PUBLIC– BUILT TO SHOW, BUILT TO GROW @STEVENGRADIDGE MONKEY SEE-MONKEY DO
  46. 46. PUBLIC– COPY CAT
  47. 47. PUBLIC– MAKING THE PRIVATE, SEEN @STEVENGRADIDGE £92 MILLION RAISED 2.7 BILLION CONVERSATIONS 1.1 MILLION REGISTRANTS 21 COUNTRIES IN ACTION MOVEMBER
  48. 48. PUBLIC– MAKING THE PRIVATE, SEEN @STEVENGRADIDGEMOVEMBER FUNDS FOR MENS HEALTH CONVERSATION AROUND MENS HEALTH GREATER AWARENESS AND UNDERSTANDING
  49. 49. PUBLIC– #NOMAKEUPSELFIE
  50. 50. PUBLIC– #NOMAKEUPSELFIE £2worth of donations in 48 hours. MILLION
  51. 51. PUBLIC – SUSAN BOYLE
  52. 52. VALUE – USEFUL IS SHAREABLE PUBLIC VISIBILITY
  53. 53. VALUE– NEWS, YOU CAN USE @STEVENGRADIDGE •  PEOPLE LIKE TO PASS ALONG PRACTICAL, USEFUL INFORMATION •  PEOPLE DON’T JUST VALUE PRACTICAL INFORMATION, THEY SHARE IT •  SHARING FURTHER CEMENTS ABOUT SOCIAL CONNECTIONS •  PRACTICAL ADVICE IS SHARABLE ADVICE
  54. 54. VALUE– NEWS, YOU CAN USE @STEVENGRADIDGE BROADLY RELEVANT CONTENT COULD BE MORE SHAREABLE, CONTENT THAT IS MORE NARROWLY TARGETED MAY ACTUALLY BE MORE VIRAL. RESONATE > REACH
  55. 55. VALUE– NEWS, YOU CAN USE @STEVENGRADIDGE CURRENCY? EMOTIVE? TRIGGERS? USEFUL?
  56. 56. STORIES–ARE VESSELS
  57. 57. STORIES–PACKAGED NUGGETS @STEVENGRADIDGE
  58. 58. STORIES–HELPFUL MARKETING TOOLS CONTEXT EMOTIVE TRIGGERED USEFUL WITH THE STORY, INFORMATION COMES ALONG FOR THE RIDE
  59. 59. STORIES–GOLDENPAL-ARSE.COM MEET RON
  60. 60. STORIES–SUBWAY GOODNESS MEET JARED
  61. 61. DOES TALKING ABOUT YOUR PRODUCT MAKE PEOPLE LOOK GOOD? WHAT CUES PEOPLE TO THINK ABOUT YOUR PRODUCT? DOES TALKING ABOUT YOUR PRODUCT GENERATE AN EMOTION? DOES YOUR PRODUCT ADVERTISE ITSELF? DOES TALKING ABOUT YOUR PRODUCT HELP OTHERS? IS YOUR PRODUCT EMBEDDED INTO A WIDER NARRATIVE?
  62. 62. "SMALL ACTS, WHEN MULTIPLIED BY MILLIONS OF PEOPLE, CAN TRANSFORM THE WORLD.” HOWARD ZINN
  63. 63. @STEVENGRADIDGE

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