Emotional content marketing
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This document discusses the psychology and motivations behind sharing content online. It identifies several "personas of sharers", including altruists who share to help others, careerists who share work-related content, hipsters who see sharing as part of their identity, boomerangs who seek engagement through provocative posts, connectors who share to foster relationships, and selectives who only share what they think will be relevant to the recipient. The document also provides credits for the sources of images and studies referenced.
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Emotional content marketing
- 6. WHAT EVERYONE ELSE IS UP TO
- 8. Whitepaper / report • Lead generation • Social conversation drivers •Truncated, repurposed content Infographics Blogs including 3rd party Webinars Social tools Meeting Take snippets of the report and tweet / update status, creating interest amongst target audience driving along the journey Presentation talking around the reports and how to action the information within your business Excerpt from report with full access after data capture Email data capture
- 11. HOW DID THAT MAKE YOU FEEL?
- 13. SHARING MOTIVATIONS To bring valuable and entertaining content to others To define ourselves to others To grow and nourish our relationships Self- fulfillment
- 16. I sent a couple of articles on nutrition and wellness to a friend with health issues. She e-mailed me to thank me; she appreciated that I had been thinking about her. “ “ Altruists
- 17. I share [things related to] business interests and exchange ideas on how to improve our company’s offerings to our customers. “ “ Careerists
- 18. Sharing is actually part of who I am. “ “ Hipsters
- 19. When I post controversial things, it makes me look engaged and provocative, and I want to be perceived that way. If I don’t get a response then I know I’ve missed my mark. “ “ Boomerangs
- 20. I got a deal to the bar at the Gansevoort Hotel e-mailed to me. I forwarded it to a bunch of friends and we turned it into a girls night out. “ “ Connectors
- 21. I only share things with someone specific if I think they will enjoy it. If they aren’t relevant to the material, there is no point in sharing it with them. “ “ Selectives
- 23. Joe Edwards Head of Strategy Brand Engage Joe.edwards@brandengage.co.uk @brandjoe +44 (0) 1753 866 444 CONTACT DETAILS
- 24. Psychology of Sharing: A study by the New York Times (2011) Emotional wheel: Robert Plutchik's Wheel of Emotions All images taken from various photographers from Flickr Front page: Screen shot from Lock stock and two smoking barrels (Guy Richie Movie) CREDITS
Editor's Notes
- Lots of content 60secs700,000 messages sent72 Hours of video uploaded Speed of adoption google+10million users in 16 days
- People are filtering more - 86% of viewers watching pre-recorded television always fast forward through the commercial breaks (Deloitte 2012)And due to the amount of content our attention span has dropped to 9 seconds -golf fishWell like an explosion it leaves us with very little, hard to be competitive in such a noise landscapeTechnology has had its day
- I could talk about establishing an emotional connection with your audience creates a more effective tie, and chemical imbalances with the brain that produce endorphins and all that fluffy psychological stuff (which I do actually find quite interesting)
- But I’d rather talk about ROI
- There’s plenty of churnIf you can manage to overcome the resource problemYou quickly move onto the next problemDelivering qualityGetting cut through
- But the content your producing is making me a little sick
- Emotional motivationsDesired presentation of selfRole of sharing in lifeValue of being first to share