Explores the motivational drivers which compel people to share their experiences with products & brands and how these can be harnessed more effectively by marketeers, strategists, creatives, planners and anyone who wants to gain more exposure for their brand or business. It also re-explores the idea of Social Currency and how brands & businesses can maximise their opportunities within social media to earn exposure from their branded communications initiative.

1. What gets shit shared?
Prepared for: This Company
Prepared by: Tom Phillips
Version: 1.0
Date: Today

2. Ideas to inspire participation

3. Boost Mobile
http://vimeo.com/53647220

4. DISCLAIMER:
I’m no psychologist...
...i just like reading stuff, reinterpreting it & presenting it in a way that hopes to make people think a little differently.

5. WHAT GETS SHIT
SHARED?
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6. People
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7. SHARING:
The Opportunity
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8. Relevance to you...
Getting more people to share
more about your brand/
products...positively!
Social Media being the enabler.
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9. Zuckʼ Reckons:
In 10 years, folks will share
1,000 times what they do now
What do you?
http://news.cnet.com/8301-1023_3-57536659-93/zuckerberg-in-10-years-folks-will-share-1000-times-what-they-do-now/
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10. What was the most VIEWED of All Time in JUNE last year?
825 MILLION VIEWS
http://youtube.com/
http://youtube-trends.blogspot.com.au/
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11. Beiber
825 MILLION VIEWS
http://youtube.com/
http://youtube-trends.blogspot.com.au/
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12. Then this happened in JULY...What was it?
825 MILLION VIEWS
http://youtube.com/
http://youtube-trends.blogspot.com.au/
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13. PSY
1.25 BILLION VIEWS
825 MILLION VIEWS
http://youtube.com/
http://youtube-trends.blogspot.com.au/
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14. Sharing is becoming more prevalent
1.25 BILLION VIEWS
6,110,512 SHARES 825 MILLION VIEWS
13,743,000 SHARES
85.6% 1.1% - 0.002%
13.3% 0.003% 0.04% 30/01/13 - http://sharedcount.com/
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15. SHARING?
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16. I am here today to...
...so that youʼre more likely to
connect with me/us & recommend
Share some of our learnings... us to people you know.
...which essentially is a load of
information...
...which kinda makes us look
ME
like we know what weʼre doing...
...which may make you like us
more...
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17. Youʼre here today...
Because you got told to
come...
... to learn something new...
YOU
... because it might be useful...
... to make you better at what
you do...
... so you look good in front of peers &
potentially become the goto person on a
subject!!
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18. What weʼre talking about is a....
...so that youʼre more likely to
connect with me/us & recommend
Because you got told to
Share some of our learnings... us to people you know.
come...
...which essentially is a load of
... to learn something new...
information...
...which kinda makes us look value exchange because it might be useful...
...
like we know what weʼre doing...
...which may make you like us ... to make you better at what
more... you do...
... so you look good in front of peers &
potentially become the goto person on a
subject!!
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19. Value Exchange
SOCIAL CURRENCY
Information ?
Inspiration
Education
Entertainment
Engage
OR Engage & Share
SATISFY A SOCIAL NEED ADMIRED
RESPECTED
CONNECTED
ACCEPTED
http://www.psychologytoday.com/blog/communication-central/200909/the-theory-social-validation
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20. Sharing Defined
...joint or alternating use of an
inherently FINITE good...
The joint use of a resource or space. In its narrow sense, it refers to joint or alternating use of an inherently FINITE good,
such as a common pasture or a shared residence. It is also the process of dividing and distributing. Apart from obvious
instances, which we can observe in human activity, we can also find many examples of this happening in nature. When an
organism takes in nutrition or oxygen for instance, its internal organs are designed to divide and distribute the energy taken in,
to supply parts of its body that need it. Flowers divide and distribute their seeds. In a broader sense, it can also include free
granting of use rights to a good that can be treated as a nonrival good, such as information. Still more loosely, “sharing” can
actually mean giving something as an outright gift: for example, to “share” one's food really means to give some of it as a gift.
[citation needed] Sharing is a basic component of human interaction, and is responsible for strengthening social ties
and ensuring a personʼs well-being. [1]
http://en.wikipedia.org/wiki/Sharing
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21. SOCIAL SHARING
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22. What do people share?
FUNNY (VIDEOS/IMAGES ETC.)
MOMENTS INFORMATION
CAUSES SECRETS
STORIES SHARE MUSIC
USEFUL THINGS FOR OTHERS ADVICE
OPINIONS/POINT-OF-VIEW THE LOVE CONVERSATIONS
LINKS
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23. People & Their Motivations
Maslowʼs Hierarchy of Needs
To be:
Fulfilment - admired
Valued - respected
Community - connected
/accepted
SOCIAL INSIGHTS, BEHAVIOURS, ATTITUDES, MOTIVATIONS
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24. Why do people share these things?
FUNNY (VIDEOS/IMAGES
ETC.)
FEEL FUNNY
MOMENTS EITHER: INFORMATION
CONNECTED
BEING SEEN AS... IMPORTANT
CAUSES
OR FEELING... SECRETS
CARE VALUED
It all comes down to self.
STORIES SHARE
Meaning: an individual person as the object of his or MUSIC own
her
VALUED HAPPY/SAD
reflective consciousness
USEFUL THINGS FOR
ADVICE
OTHERS
VALUED AUTHORITATIVE
OPINIONS/POINT-OF-VIEW THE LOVE CONVERSATIONS
INTELLIGENT CONNECTED CONNECTED
LINKS
INTELLIGENT
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25. Elasticity of Brand Communications
EARNING MEDIA
Idea Content
LUCK
Media
SWEET SPOT
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26. Two-Parts
EARNING MEDIA PEOPLE
Idea Content
LUCK
BRAND
Media
SOCIAL INSIGHTS, BEHAVIOURS, ATTITUDES, MOTIVATIONS
SWEET SPOT
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27. MOTIVATIONS
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28. Observe your own behaviour
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29. Personas
http://nytmarketing.whsites.net/mediakit/pos/
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30. “How WOM Advertising Works” Nov-Dec 1966
Product [Service] Self Involvement
Involvement 25%
Sharing knowledge or opinions is
34% a way to gain attention, show
The experience is so novel and
connoisseurship, feel like a
pleasurable that it must be
pioneer, have inside information,
shared.
seek confirmation of a person's
own judgment, or assert
superiority.
The person wants to reach out
and help to express The message is so entertaining
neighbourliness, caring and or informative that it person is
friendship. compelled to share.
20.5%
Cause [other] 20.5%
Involvement Message Involvement Ernst Dichter
http://www.ignitesocialmedia.com/social-media-promotion/why-people-share-content/
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31. http://www.youtube.com/watch?v=aaSC7qVRL0w
EXAMPLES www.elfyourself.com/
Product [Service] Self Involvement
Involvement
Cause [other]
Involvement Message Involvement
http://invisiblechildren.com/kony/
http://www.youtube.com/watch?v=IJNR2EpS0jw

32. Pedigree
http://vimeo.com/40705555

33. Product [Service] Self Involvement
Involvement 25%
Sharing knowledge or opinions is
34% a way to gain attention, show
The experience is so novel and
connoisseurship, feel like a
pleasurable that it must be
pioneer, have inside information,
shared.
seek confirmation of a person's
own judgment, or assert
superiority.
The person wants to reach out
and help to express The message is so entertaining
neighbourliness, caring and or informative that it person is
friendship. compelled to share.
20.5%
Cause [other] 20.5%
Involvement Message Involvement

34. SONY
http://vimeo.com/36877483

35. Product [Service] Self Involvement
Involvement 25%
Sharing knowledge or opinions is
34% a way to gain attention, show
The experience is so novel and
connoisseurship, feel like a
pleasurable that it must be
pioneer, have inside information,
shared.
seek confirmation of a person's
own judgment, or assert
superiority.
The person wants to reach out
and help to express The message is so entertaining
neighbourliness, caring and or informative that it person is
friendship. compelled to share.
20.5%
Cause [other] 20.5%
Involvement Message Involvement

36. Coca-Cola
http://www.youtube.com/watch?v=Sq1Dx_AETJU

37. Product [Service] Self Involvement
Involvement 25%
Sharing knowledge or opinions is
34% a way to gain attention, show
The experience is so novel and
connoisseurship, feel like a
pleasurable that it must be
pioneer, have inside information,
shared.
seek confirmation of a person's
own judgment, or assert
superiority.
The person wants to reach out
and help to express The message is so entertaining
neighbourliness, caring and or informative that it person is
friendship. compelled to share.
20.5%
Cause [other] 20.5%
Involvement Message Involvement

38. Earning Media
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39. Two-Parts
EARNING MEDIA PEOPLE
Idea Content
LUCK
BRAND
Media
SOCIAL INSIGHTS, BEHAVIOURS, ATTITUDES, MOTIVATIONS
SWEET SPOT
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40. Inclusive vs Exclusive
Lorem ipsum!
IDEA www.canneslions.com/inspiration/past_grands_prix.cfm
IDEAS SHOULD INVOLVE
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41. Look to build Value into your assets & the creation of them
CONTENT
BUILD SOCIAL CURRENCY MOST EASIEST WAY TO SHARE BEST FORMATS
UTILITY INFORMATION
MULTIPLE FORMATS AND
ENTERTAINMENT CONVERSATION TELL GREAT STORIES PACKAGED TO TRAVEL
OPINION DEBATE
http://www.smartinsights.com/wp-content/uploads/2012/05/
content-matrix.jpg
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42. Look to exhaust the FINITE value in your Activity/Assets
MEDIA
EARNED OWNED SHARED PAID
OPTIMISED IN THE 1ST 24HRS TO 1ST WEEK Traditional Media
Paid Editorial
Partners
Brand Channels
Influencers Ambassadors
Website Incentivised views TV
ASSETS Bloggers Retail Entertainment Portals Ad Placements
&/OR Editors Portfolio of Social Networks Assets/Sponsorships
Database Social Bookmarking power Search
ACTIVITY Media Partnerships Brokers PPC
Influencer Network
HIGH LOW
VALUE/EXCLUSIVITY OF ASSET / ACTIVITY
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43. So, What gets shit shared?
Stuff with FINITE value New, exclusive, remarkable, unique, extraordinary,
Peoples motivation to connect with others E.g. information that may be valuable to others to make them like
you more
Peoples motivation to elevate perception E.g. share something smart to make me look smart
People motivation to help (or being seen to help) others E.g. supporting causes or areas of passion
Peoples behaviour to catalogue or bookmark E.g. sharing tweet because you want to come back to it
yourself for reference
Simple things... On Facebook 80 characters or less gets shared 27% more frequently than 80+ characters
http://www.socialmediaexaminer.com/9-reasons-why-your-content-is-not-shared-on-social-networks-new-research/
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44. How to get more of your shit Shared?
Itʼs not just humour explore how you can build the motivations to share within the idea & execution.
Why wouldnʼt they share it? often asking this highlight the barriers.
What will it say about the person when they share it? considering the many personas and the channels
that these are best represented in will significantly affect this.
From the start ask how to make it Social by Design? but its never too late, thereʼs always value, you just
need to get it infront of the right people at the right time.
Social behaviours, motivations & insights are central to creating Shares? these can be mined
from the social web...theyʼre there to see!
Determine what your audience value from you keep doing it, test and learn to discover more, exceed their
expectations.
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45. Our share to you...
1 - Cinemagr.am 2 - Snapchat 3 - Links - Tools
Like Instagram but with Gifs Snapchat
http://sharedcount.com/
http://www.google.com.au/trends/hottrends
Bang with friends
http://www.consumerbarometer.com
http://www.youtube.com/charts/
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46. Prepared by
Tom Phillips (@victom)
Director of Strategy @TCO