Post on 13-Feb-2017
Internet is a massive testing ground. Let’s learn from the best and do our jobs better!
© Boqiang Liao (CC BY-SA 2.0)
Clothing company’s founder saying we shouldn’t buy his clothes when we don’t need them is a powerful way to tell the company’s story.
In the age of advertising fatigue authenticity creates interest.
Ask these questions to make your brand more story focused:
What are my brand’s core values? What kind of stories can I build around them?
© Adrian Kingsley-Hughes (CC BY-NC-ND 2.0)
Maya Angelou
“People will forget what you said. People will forget what you did, but people will never forget
how you made them feel.”
Learning 1: Build a community and story around your cause. Always keep your core values at the centre of your story.
© hrantstreet (CC BY-NC-ND 2.0)
Some content types are “made to be shared”
The important question to ask yourself is: How can I give my content a more shareable form?
Facebook wants to increase its market share in videos. They are currently giving more organic views for posts with
videos. Autoplay has also dramatically increased (really short) video views on Facebook.
Static vs. content-driven landing pages
The most typical way to fundraise online is to drive traffic to a static landing page.
This works fine but attracts little organic traffic.
What about making your story your landing page?
Combining a donation / signup form with shareable content lets you drive organic traffic turn donations / leads.
Signup form next to shareable content:Conversions from organic traffic
Learning 2: Always look for ways to give your content a more shareable format.
© Daniele Zanni (CC BY-NC-SA 2.0)
Case RokiaSave the Children & Rokia
3.2 million people live on the verge of starvation. 2.4 million had no access to clean water. In a third country, 4 million children needed emergency shelter. Serious, urgent crises affecting a huge number of children.
0255075
100
Hunger Acces to clean water
Save the Children & Rokia
Rokia is a 7-year-old girl from Mali, Africa. She's desperately poor and faces a threat of severe hunger or even starvation. Her life will be changed for the better as a result of your financial gift.
Case Rokia
Emotion
SadnessIn a study on how much New York Times articles are shared: Sadness = -16% sharing
© Elizabeth Haslam
Study on New York Times’ sharing: Physical arousal
boosts sharing
Stuff that makes your heart race
makes you share
Sadness: Johannes doesn’t have a jacket Hope: People are willing to help Sadness: The situation in Syria
Hope: YOU
Learning 3: Always combine low-intensity feelings (e.g. sadness) with activating feelings (e.g. angriness, hope).
© lauren rushing (CC BY-NC-ND 2.0)
80% of your readers will read your headline only
Headline is your only chance.
You have to nail it!
© amanda tipton (CC BY-NC-ND 2.0)
"Curiosity gap”
George Loewenstein: curiosity has two components
1. I notice there’s a gap in my knowledge (heading)
2. I close the gap (click)
People have an inherit need to close the gaps in their knowledge.
© Dia™ (CC BY-NC-ND 2.0)
"Curiosity gap”
Raise interest in your titles but give your audience a reason to click.
© fr4dd (CC BY 2.0)
Graphic: NY Mag
Obama’s campaign email subjects were all about surprise.
Or how does it feel to get a “Meet me for dinner” email from the president?
Use numbers
Readers look for value and specificity. Numbers are a great way to promise you aren’t going to waster their time.
© Sergio Alvarez (CC BY-NC-SA 2.0)
Address your reader
The surest way to make your headline relevant to your reader is to address her in the headline.
© Sergio Alvarez (CC BY-NC-SA 2.0)
Asking for donations and signups is not the only way to build linkages in your digital ecosystem
© Will Montague
Launching a “viral video”? Create a custom audience out of your viewers.
Instagram followers
Facebook Followers
Traffic to landing page
Learning 5: Link between channels in more ways than just driving traffic to your landing page.
© George Chelebiev (CC BY-NC-ND 2.0)
Thoughts, questions, comments?
© Daniele Zanni (CC BY-NC-SA 2.0)
Thank you! Lets keep up the conversation! Follow @Touko_S to stay in touch and get digital marketing updates!
Send in your thoughts, questions & comments on chat or on Twitter @Touko_S
© Boqiang Liao (CC BY-SA 2.0)
Learning 1: Build a community and story around your cause. Always keep your core values at the centre of your story.
Learning 2: Always look for ways to give your content a more shareable format.
Learning 3: Always combine low-intensity feelings (e.g. sadness) with activating feelings (e.g. angriness, hope).
Learning 5: Link between channels in more ways than just driving traffic to your landing page.
Learning 4: Know the psychology behind a click and use it!