1) The document discusses factors that influence whether content spreads widely through social transmission, including Berger's STEPPS framework and Heath and Heath's focus areas for making ideas stick.
2) It covers concepts like word-of-mouth (WOM), social transmission, and social influence. Triggers, emotions, practical value, and stories are identified as important drivers of content that catches on.
3) Visual social media content is discussed as an area of growing importance, with examples of how brands like JetBlue use Instagram and Tumblr to tell visual stories that engage audiences. Infographics are analyzed as a type of visual content that can be compelling and help spread complex ideas.
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The creation of a social marketing plan shouldn't have to be complicated. In this talk, I outline two major themes of a social marketing strategy, and six specific 'checklist items' that one needs to design, create, and answer in order to build a basic social marketing strategy.
This talk was hosted by Writer's Block Philippines.
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I shared with the audience of Writer's Block Philippines' (WBP) WIRED 2.0 my personal basic framework and thought-processes on how to create a social marketing strategy for virtually any brand or business out there.
Of course, it starts with the brand's meaningful truth... And how well we tell it through the platform we know as social.
How to Build a (Basic) Social Marketing PlanJason Cruz
The creation of a social marketing plan shouldn't have to be complicated. In this talk, I outline two major themes of a social marketing strategy, and six specific 'checklist items' that one needs to design, create, and answer in order to build a basic social marketing strategy.
This talk was hosted by Writer's Block Philippines.
Wired 2.0 - Social Marketing Strategies and ImplementationsJason Cruz
I shared with the audience of Writer's Block Philippines' (WBP) WIRED 2.0 my personal basic framework and thought-processes on how to create a social marketing strategy for virtually any brand or business out there.
Of course, it starts with the brand's meaningful truth... And how well we tell it through the platform we know as social.
Most social media marketers struggle to measure ROI. Why? It’s not always easy to see how likes and shares relate to your core marketing and business goals. Escape the “posting just to post” mentality and learn how to focus your social marketing efforts on what will have the most impact for your brand.
This presentation is perfect for social marketers who need to prove the ROI of their efforts, C-level marketing execs who aren’t sure what social media is supposed to do for their business, and anyone looking for a common-sense approach to social media that actually helps drive real results.
Originally presented to the Uptown Marketing Professionals Breakfast by Megan Van Groll, Digital Journalism & Content Strategy at Richards Partners. Special thanks to Uptown Dallas, Inc. for organizing these quarterly breakfasts for marketing professionals in the Uptown neighborhood!
Social Analysis and Insight: Why Your Customer's Conversations and Social Obj...The Socializers
"Social Analysis and Insight: Why Your Customer's Conversations and Social Objects are Vital to Community Growth and Sales"
Something very powerful emerges when one knows what others are interested in talking about. Agencies and brands MUST hire individuals or contract to organizations who specialize in community and conversation analysis. Storytellers working with insights from social intelligence are vital to community conception and creation. Brand stories that emerge FROM your customer's conversations are far more powerful than the one's originating within the agency. Collaboration between a brand and its customers is the most potent mix.
http://bit.ly/boussias_conference2011
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The Philippine Association of National Advertisers hosted its 2016 GMM and I had the privilege to share on how brands can use content to tell better (more effective, more relevant) brand stories.
5 Ways Influencers Help You Sell (Social Selling)Traackr
By connecting people to people, the social web created an ecosystem for consumers, users, employees to talk to one another, exchange ideas, transact, and organize at a scale we have yet to grasp. In this collaborative web, ruled by the social customer, modern sales professionals need to reinvent the Art of Selling to incorporate social into their selling strategy.
To bring social into your selling process, you need to build a foundation for success. Much like a modern marketer will set up a process for creating content that educates their audience, a social selling expert will find ways to share useful content at meaningful moments with their potential buyers. Your goal will be to establish and nurture a strong personal brand and find the right types of content to share. Building up your social selling foundation won’t happen overnight, but when the effects kick in, you’ll be in a strategic position very difficult to unseat.
Influencers can accelerate your ramp-up and help you get the most out of your efforts. Here are a few ways influencers can help you excel at social selling.
Telling your brand story in the social media agePete Durant
54% of brands have the same thing to say and no point of difference. In this new social media age, this proposes what your true story should be, a new marketing planning and strategic framework to help tell it and a new content strategy to bring these to life.
Building brands in the social media agePete Durant
A new marketing planning and strategic framework and best practice content strategy that'll build brands for now, for tomorrow, brands that'll last. Learn how to tell a modern story with this framework.
Making The Most of Your Digital CampaignNationBuilder
Digital campaigns can take many forms. Advocating for policy change, fundraising for your nonprofit, building awareness around a public health issue, or mobilizing people to participate in global day of action. Regardless of your mission, community organizing can help you build and grow your movement. Join us for a session breaking down the key principles of organizing with practical applications of how you can leverage tech to scale your campaign and stories of folks who've seen it work!
The workshop will was led by Organizers:
Nikki Batchelor
Lena Ellingboe
This quick and to the point presentation highlights 10 recent studies and findings in the influencer marketing world. Complete with takeaways to add to your outreach marketing strategy.
Most social media marketers struggle to measure ROI. Why? It’s not always easy to see how likes and shares relate to your core marketing and business goals. Escape the “posting just to post” mentality and learn how to focus your social marketing efforts on what will have the most impact for your brand.
This presentation is perfect for social marketers who need to prove the ROI of their efforts, C-level marketing execs who aren’t sure what social media is supposed to do for their business, and anyone looking for a common-sense approach to social media that actually helps drive real results.
Originally presented to the Uptown Marketing Professionals Breakfast by Megan Van Groll, Digital Journalism & Content Strategy at Richards Partners. Special thanks to Uptown Dallas, Inc. for organizing these quarterly breakfasts for marketing professionals in the Uptown neighborhood!
Social Analysis and Insight: Why Your Customer's Conversations and Social Obj...The Socializers
"Social Analysis and Insight: Why Your Customer's Conversations and Social Objects are Vital to Community Growth and Sales"
Something very powerful emerges when one knows what others are interested in talking about. Agencies and brands MUST hire individuals or contract to organizations who specialize in community and conversation analysis. Storytellers working with insights from social intelligence are vital to community conception and creation. Brand stories that emerge FROM your customer's conversations are far more powerful than the one's originating within the agency. Collaboration between a brand and its customers is the most potent mix.
http://bit.ly/boussias_conference2011
Content Creation - Consumer Communication in the Digital EconomyJason Cruz
The Philippine Association of National Advertisers hosted its 2016 GMM and I had the privilege to share on how brands can use content to tell better (more effective, more relevant) brand stories.
5 Ways Influencers Help You Sell (Social Selling)Traackr
By connecting people to people, the social web created an ecosystem for consumers, users, employees to talk to one another, exchange ideas, transact, and organize at a scale we have yet to grasp. In this collaborative web, ruled by the social customer, modern sales professionals need to reinvent the Art of Selling to incorporate social into their selling strategy.
To bring social into your selling process, you need to build a foundation for success. Much like a modern marketer will set up a process for creating content that educates their audience, a social selling expert will find ways to share useful content at meaningful moments with their potential buyers. Your goal will be to establish and nurture a strong personal brand and find the right types of content to share. Building up your social selling foundation won’t happen overnight, but when the effects kick in, you’ll be in a strategic position very difficult to unseat.
Influencers can accelerate your ramp-up and help you get the most out of your efforts. Here are a few ways influencers can help you excel at social selling.
Telling your brand story in the social media agePete Durant
54% of brands have the same thing to say and no point of difference. In this new social media age, this proposes what your true story should be, a new marketing planning and strategic framework to help tell it and a new content strategy to bring these to life.
Building brands in the social media agePete Durant
A new marketing planning and strategic framework and best practice content strategy that'll build brands for now, for tomorrow, brands that'll last. Learn how to tell a modern story with this framework.
Making The Most of Your Digital CampaignNationBuilder
Digital campaigns can take many forms. Advocating for policy change, fundraising for your nonprofit, building awareness around a public health issue, or mobilizing people to participate in global day of action. Regardless of your mission, community organizing can help you build and grow your movement. Join us for a session breaking down the key principles of organizing with practical applications of how you can leverage tech to scale your campaign and stories of folks who've seen it work!
The workshop will was led by Organizers:
Nikki Batchelor
Lena Ellingboe
This quick and to the point presentation highlights 10 recent studies and findings in the influencer marketing world. Complete with takeaways to add to your outreach marketing strategy.
A library social media manifesto | #VALA2022Ned Potter
My talk for the #VALA2022 conference in Melbourne. Watch the full video of it here: https://youtu.be/rkLFM2SddCM
This is inended to apply to all sectors of librarianship, and is potentially relevant to all non-profits. Discussing purpose, personality, coordination, empathy and analytics - to refresh and re-energise your organisational social media and marketing.
If you want to book a marketing or social media workshop for your organisation, get in touch at www.ned-potter.com
Flexing Content Strategy to Reach Millennials and Gen ZCarolyn Kent
Steps to craft a foundational content strategy that is still flexible enough to connect with Millennials and Gen Z in spite of their mindset differences.
Social Media for Nonprofits | National Philanthropy Day ConferenceWahine Media
What if you could incite the next ice bucket challenge?
What if you knew what to say and how to say it? What if you could share your essence... affordably? What if you could target your outreach to capture the attention of donors, partners, volunteers and attendees? What if you could talk to the world?
Learn about the lure of social media and why campaigns go viral; how to succeed by showing up; the power of the “social” relationship; what constitutes a perfect post; storytelling over pitch; content creators are your gold; creating cool captions and positive spin; the do’s and don’ts of asking for money on social; organic vs paid visibility; best social platforms and listening tools; and what metrics you should be watching, and how to find them.
Why Behavioral Psychology Should Inform Your Social Media StrategyCallahan
"Measure First, Make Last: A Study in Social Media Behaviors"
Social Media Content Strategist Kyle Babson's presentation helps content marketers create better content for their social media channels, focusing their efforts on specific targeted outcomes. Understanding how social media content motivates action is key to achieving your company's goals. This informative and entertaining presentation shows why you should be using behavioral psychology to inform your social media strategy.
How to build an amazing social media presenceTerre Chartrand
A lunch and learn I build for the staff of Communitech on how to support their company through social media. Useful information for startups, SMEs, organisations. Email me to arrange a presentation.
Talk I gave recently for some senior execs on getting started in social media. Why we share, what to share and how. Won't make so much sense without the commentary but hopefully some interesting slides...
MKT 420 SEO Week 4 Steps for performing an SEO Audit including SERP page analysis, content analysis, review of code, measuring trustworthiness, evaluating potential keywords and content organization.
High Impact Strategies for Enhancing Student Engagement Online and Hybrid Ma...Michael Germano
Strategies for impacting student success and satisfaction in online and hybrid classes via increasing social presence in digital learning environments.
2. PRELIMINARY DISCUSSION
• How did the owner of Barclay Prime get people to talk about his
restaurant? Why do you think his choices represented good ones?
• Give me an example of a social epidemic. Something that diffused
through a population. An idea that caught on.
• Think about the example. What role did „betterness‟ play in the
epidemic? What role did price play? Advertising?
• What role do you think social transmission plays (WOM) in things
catching on? Give me an example of a recent behavior change or
action you took because of WOM.
• What have you passed on/socially transmitted today? This week?
Why did you pass it on?
• Why is it wrong to focus on the messenger as opposed to the
message when it comes to social transmission? What does this
mean? What can „Will it Blend‟ tell us in this regard?
3. DEVELOPING CONTENT
THAT CATCHES ON
Why do some things catch on and
others don‟t?
What role do WOM, social
transmission and social influence
play in all of this?
Berger‟s STEPPS
Heath & Heaths focus areas for
making ideas stick
Visual content that catches on
Value and viralness
7. WHY DO SOME
THINGS CATCH ON?
Inherently „better‟ or
„superior‟
Value is clear without need
for stories
A problem is solved in a
convenient, effective, efficient
way
Does anyone use a handheld
calculator anymore?
8. OTHERS CATCH ON BECAUSE
OF SOCIAL INFLUENCE
Social „selling‟ is real
Social influences and
influencers have enormous
power, ability, capability for
things to self-replicate
Happens every day
Big question is HOW?
Contagiousness and Sticking
10. SOCIAL CURRENCY
What we choose to talk about
influences the way people see us. No
different form the choices we make
about clothing, cars, etc.
As social beings we want to be known
for our ideas and what we stand for
intellectually.
How does it make you look if you are
first to know? To share?
Buzz factor
11. TRIGGERS
Use of subtle clues to remind us
of other thing
Heuristics, prompts, calls to
action
Simple statements or ideas that
keep things top of mind
Top of mind=top of tongue=WOM
Value based summaries! (Needs
driven…)
12. EMOTIONS
Emotional messages get shared
more frequently (Not to be
confused with social currency
which is about the self
interest/share imperative that
drives social sharing)
Funny is not the only emotion!
Scary
Infuriating
Touching
Others?
13. PUBLIC
Visible but much more
than visibility
Social proof
Can the thing being
shared provoke
behavioral changes that
are visible beyond the
message itself?
14. PRACTICAL VALUE
Useful
Needs are met
Represents a „good
deal‟ monetarily or
otherwise
Low effort high return
Easily understood and
explained so it can be
passed on to others
15. STORIES
The broader narrative to wrap the
idea in
Think of them as social packaging
for concepts
Contains all of the previous (social
currency, triggers, emotions,
public/social proof, value)
Why? Because stories can be
retold easily…it‟s what we do
socially. Stories are more likely to
be contagious.
16. HEATH & HEATH ON
MAKING THINGS STICK
Focus areas:
Simplicity
Unexpected
Credibility
Concreteness
Emotional Value
Stories
(SUCCESS—my
acronym not
authors‟!!)
17. EXAMPLES?
Will it blend?
It‟s a snap?
Twerking girl
Picard let it snow
Coachella Lie Witness
Taylor Swift Goat Duet
Taylor Swift Grammies
NFL Bad Lip Reading
Carrie Coffee Shop
Wrecking Ball Chatroulette
Songs in Real Life/Steve Kardynal
http://mashable.com/2013/12/27/viral-videos-2013/
http://adage.com/article/the-viral-video-chart/digital-marketing-top-10-viral-adstime/145673/
18. VISUAL SOCIAL MEDIA CONTENT
THAT CATCHES ON
Some are calling the next phase of social media “visual
sociality”
Preference for visual messaging and storytelling
(Instagram, Pinterest, Vine, Snapchat etc.)
What vehicles are available?
• Still photos
• GIFs and short video
• Video
• Memes (written too)
• Infographics
19. CONSIDER THE FOLLOWING
Pinterest visual storytelling page
GE Tumblr
Samasara
NY Humane Society
JetBlue SoFly
Experience JetBlue
Discussion:
How would you describe the relationship between
visual storytelling and social media?
What story is JetBlue trying to tell with it‟s
Instagram page?
20. INFOGRAPHICS
Been around a long time!
William Playfair…know who he
is?
Edward Tufte is the father of
modern data visualization
Why so compelling? Why do
our brains crave them?!
What do they do for
storytellers? Listeners?
Some great examples…
21. QUALITATIVE OR
QUANTITATIVE?
Can be one or the other
or both
Most people think of
them as purely
quantitative and based
upon complex datasets
but this is not always
the case
Can even be narrative
driven and lead viewers
through a story that
ends in a value
judgment!
23. INFOGRAPHICS AND SOCIAL
MEDIA
Maslow‟s hierarchy and share
imperative combined with social
media have created the „perfect
storm‟ in order for infographics
to explode in popularity.
Why?
How would brands or marketers
use them for storytelling?
Creating content that gets
shared?
24. CONTENT MARKETING
AND INFOGRAPHICS
Why do you think marketers
like them?
Content marketers in
particular?
What role does credibility play
in the choice to convey
information or data with
graphics?
25. INFOGRAPHICS AND
MARKETING
Brands can use
infographics to start
conversations and
share complex
content in easy, and
easily replicated,
ways that also
provoke
engagement.
Quiz infographic
30. FOR NEXT WEEK
Use piktochart or visua.ly to create an infographic for one of
your fan sites.
Use data to tell a story.
Find the data any way you want.
Brainstorm possible ideas…