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SSMM Week 8
Tom Mason, Delineo
About me
Head of Social Media at
Delineo
Strategy, planning and
execution of social media
campaigns
@totmac
What do we share?
@totmac
What do we share?
Gossip
Opinions
News
Ideas
@totmac
Graffiti from Pompeii
The man I am having
dinner with is a
barbarian.
On April 19th
, I
made bread.
Satura was here
on September 3rd
@totmac
As a species, we have always shared
@totmac
A constant behaviour
“Our behaviour tends to stay the same…we are
social beings.
To believe that technology is able to alter us is to fall
into the trap of thinking that machines are alien…
They reflect our needs and desires.”
David
Shariatmadari
@totmac
How we would like people to use social media
@totmac
How people actually use social media
Why do we share?
Tell stories
Social currency
Practical value
Makes us
emotional
@totmac
Social currency
• People share content to make
them look good to other
• 40% of content is people talking
about themselves
• Reinforces their identity
• Vanity
• Exclusivity
• Update friendship networks
@totmac
Social currency and marketing
@totmac
Emotion
• When we care, we share
• Emotions, not facts, invite
people to share
• Proactive emotions are
more likely to be shared
• Excitement, anger,
pleasure vs sadness,
boredom
@totmac
Emotion and marketing
@totmac
Practical value
• Altruism
• People share deals/tips
• People answer
questions
• People provide
knowledge for the sake
of knowledge
@totmac
Practical value and marketing
@totmac
Telling Stories
• As a species, we
have always told
stories
• Way to communicate
lessons, advice,
knowledge
• We share in
narratives
@totmac
Stories and marketing
@totmac
Using social media for marketing
Social media is a technology, not a
strategy
@totmac
@totmac
Communicating with your audience
• What story are you going to tell them? What’s your USP?
• What content are you going to create to explain this
message?
• What value are you going to add?
• What do you want them to do?
@totmac
Further reading
@totmac
Any questions?
@totmac

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Why people share on social media - Tom Mason, Delineo

Editor's Notes

  1. Thomas Paine – Common Sense – first piece arguing for American independence 18th century - 500,000 copies sold in the first year. CoffeeHouse 17th century – place for debate and news exchanged - where you have the right to read all the papers for and against the government Martin Luther – posting the nintey-five theses in the 16th century. These were copied from Latin into German – start of the protestant reformation
  2. Perugia, Italy – Aesop’s Fables