CONTENT?

I’D RATHER BE

BADLY BEHAVED

Content.

Content.

Content.

But we have no term for what I call…

Behaviour

This started as an ad:

But it became behaviour

This is pure behaviour:

“I’ve spent no money and I’m no 1.”

Using the news cycle beats advertising.

So where does your brand

fit in to this?

Donald Trump Protein World

Your Brand Here?

AXIS OF

EVIL

Kim Jong Il

People who put bags on seats in rush hour

Kale

It doesn’t always have to be

bad behaviour

Good behaviour is rewarded

#pizzaonatrain  

(The ££ of a Promoted Trend…)

Good behaviour can even be

repeated

The thing about it is –

behaviour is inherently social

Content is not

Behaviour orbits and loops.

Content is inert.

BEHAVIOUR  

I think we’ve all moved

from these days

(Like this please!)

(Share if you agree!)

(ReTweet this!)

Can your content be more

behavioural?

+

Can your behaviour replace your

content?

Making behavioural content

Copy-able is behavioural

Behavioural  content  

A ‘movement’ is behavioural

Ridiculous-ness is behavioural

Behaviour > content

Deliberately bad behaviour

Unusual behaviour

Timely behaviour

Participative behaviour

Because here’s the thing

Behaviour is often a ‘small bet’

Content Behaviour

Expensive Cheap / free

Paid media Earned media

Planned Opportunist

So while most of it doesn’t pay off…

the behaviour that does

makes it all worthwhile.

Great!

I’m convinced!

So how can I get more behaviour

into my brand?

Use your brand purpose to

stimulate behavioural actions.

Create to be talked about.

Open up & let people get involved

(if they want to).

Follow through on what you say.

(That pizza had to get delivered.)

Think broader:

Hire a comedian for Twitter?

Hire a cartoonist for Instagram?

Find more of this behaviour:

@PhilippaDunjay