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MKT 389
CONTENT THAT CATCHES ON
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?
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
CONCEPTS
WOM
Social Transmission
Social Influence
Why do we care (as individuals)?
Maslow’s Hierarchy
CONCEPTS
WOM
Social Transmission
Social Influence
Why do we care (as marketers)?
CONCEPTS
WOM
Social Transmission
Social Influence
How do we react to others ‘caring’?
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?
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
BERGER’S CONTAGIOUSNESS
STEPPS:
Social Currency
Triggers
Emotions
Public
Practical Value
Stories
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
TRIGGERSUse 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…)
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?
PUBLIC
Visible but much more than visibility
Social proof
Can the thing being shared provoke behavioral changes that are visible beyond the message itself?
PRACTICAL VALUEUseful
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
STORIESThe 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.
HEATH & HEATH ON MAKING THINGS STICK
Focus areas:
Simplicity
Unexpected
Credibility
Concreteness
Emotional Value
Stories
(SUCCESS—my acronym not authors’!!)
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-ads-time/145673/
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
CONSIDER THE FOLLOWINGPinterest 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?
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…
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!
MORE OFTEN A COMBINATION OF ALL OF THESE THINGS
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?
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?
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
INFOGRAPHICS AND MARKETING
Illustrative infographics
Fun fact infographics
Facts related to brand
Provides context for discussion and sharing
INFOGRAPHICS AND MARKETING
Product information infographics
Good for competitive comparisons
INFOGRAPHICS AND MARKETING
How to infographics
Directional
INFOGRAPHICS AND MARKETING
Maps
Can market places or locations
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…