Embed Size (px)
Citation preview
SPREADABLE CONTENT
#artezwebinar@bradyjosephs
on
Messages that Inspire People
to be Messengers
Meaningfulfor your audience
who are the heroes of the story
but need some help.
THANK YOU!
#artezwebinar@bradyjosephs
on
Cont
ent S
prea
ds
REACHING THE THIRD CIRCLE
Third Circle
Second Circle
First Circle
You
2 WAYS YOUR CONTENT SPREADS
1. Sharing• The message you
create gets passed on
2. Empowering• People create/co-
create, remix, build off, etc. your message and pass it on
Third Circle
Second
CircleFirst
Circle
You
SHARING
#artezwebinar@bradyjosephs
on
We share meaningful content for us.
SPREADABLE IDEA FRAMEWORK
Exposure• They must know
about your content.
Attention• They must engage
with your content.
Motivation• They must want to
share your content.
Exposure
Attention
Motivation
WHAT/WHY WE SHARE
• Social proof• Reputation
enhancing• Scarce information• Combined
relevance• Evokes emotion• Images
WAYS TO GET IDEAS TO SPREAD
• Use uncomplicated language
• Ask people to spread them
• Build – Measure – Learn
• Use best practices as starting points
• Question experts
HABITAT FOR HUMANITY GREATER VANCOUVER
YOUR HOME. YOUR HABITAT.
• “We spread awesome.” – Scott Stratten
HOW CAN YOU GET YOUR CONTENT SHARED?
• What content evokes emotion from your audience?
• How can you make your message even more simple and shareable?
• Do you make it easy for people to share? Do you ask them to share?
• Do you want to focus more on exposure, attention or motivation?
EMPOWERING
#artezwebinar@bradyjosephs
on
They are theheroes of the story
but need some help.
CORE ELEMENTS OF HERO STORY
Hero• Primary audience you want
to reach
Adventure • Something bigger than
ourselves
Mentor• You and your brand
Gift• Creative wildcard that
makes you unique
charity: water
Adventure:• Meaningful life
Mentor Role:• Normal people can
do amazing things.
Special Gift:• 100% model• Birthday campaigns
#KONY2012
Adventure:• Fight against tyranny
Mentor Role:• You have a voice. You
can actually make a difference.
Special Gift:• Tool kit• Missions/coordination
KIVA
Adventure:• Unlock human
potential
Mentor Role:• Technology connects
us.
Special Gift:• Gift card• Direct giving platform
COMMON TRAITS
• Tools • Support• Customer Service• Simple• Clear• Tell hero stories
DALIT FREEDOM NETWORK
DALIT FREEDOM NETWORK
Adventure:• End slavery
Brand Role:• It is our duty, our
calling, to fight for the oppressed.
Special Gift:• Matching donation• Fundraising page &
support
WHAT WILL YOU DO FOR FREEDOM? CAMPAIGN
“Some of the most contagious brands serve as boxes of
crayons, not rubber stamps” – Dan Zarella
WHAT ABOUT YOUR STORY
• Who is your hero?• What is the adventure you are them
to?• How do you mentor them on their
quest?• What is your special gift to them?
YOUR TRAITS?
• What tools do you have to offer your heroes? • How can you proactively encourage and
support your heroes?• How can you improve your customer service?
Donor experience? User experience?• How can you make your message even more
simple and clear?• Which hero stories can you tell to provide
social proof and encourage others?
REACH THE THIRD CIRCLE
Create meaningful content for your audience who are the heroes of the story but need some help.
Third Circle
Second
CircleFirst
Circle
You
