Sweet Emotion: What makes content go viral and how marketers can design content to influence...

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Sweet Emotion
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    17-Oct-2014
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Find out what cake, blending I-Pads, subway sandwich baby, and Willy Wonka have in common. Discover what makes content go viral and how marketers can design content to influence sharing.

Transcript of Sweet Emotion: What makes content go viral and how marketers can design content to influence...

Page 1: Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.

Sweet Emotion

Page 2: Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.

PART TWO THE PSYCHOLOGY OF SHARING In PART ONE we learned what motivates

people to share content online

Page 3: Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.

AS MARKETERS WE LEARNED

Sharing on social media networks fills an innate human need to be SOCIAL

It is CRITICAL for any serious business to share content with users that satisfies there NEED to be SOCIAL and encourages them to SHARE.

Create your content with the intention of satisfying your customer’s SOCIAL NEEDS.

Design your content specifically to be SHARED and turn customers into advocates of YOUR BRAND.

Page 4: Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.

WHAT WE ARE GOING TO LEARN

What are the characteristics of viral content?

What role does emotion play in determining whether or not something gets shared?

How marketers can influence sharing when creating content?

How can marketers create content that is more likely to get shared?

That’s Hot!

Page 5: Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.

SOCIAL MEDIA MARKETING IS USELESS IF…

Content marketing and social media marketing are a waste of time if no one shares your content

Your brand’s success is based on influencing the digital word of mouth in a positive way

In some cases content can even harm your brand if users see your content in a negative light

Page 6: Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.

LET’S WORK TOWARDS THE BERMUDA TRIANGULATION

Page 7: Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.

THE PSYCHOLOGICAL APPROACH TO VIRALITY

Here’s a question to challenge you. Do people tend to share positive or

negative content?I am

Wicked SMAHT!

Positive Content = Content that has more “positive” words compared to “negative” words.

Page 8: Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.

AND THE ANSWER IS…

Contrary to public wisdom, POSITIVE content is much more likely to be highly shared than negative content.

In Part One of The Psychology of Sharing we learned that one of the reasons people are motivated to share things is to define themselves to others.

If people are transmitting content digitally that is a reflection of some part of their IDENTITY, it is likely that the content they share is going to be POSITIVE.

Just hanging out

Page 9: Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.

SEEMS SIMPLE RIGHT…WRONG

The likelihood that a piece of content becomes viral is much more complex than whether it is positive or negative alone.

IT’S ALL ABOUT THE SWEEEET EMOTION!!

Online content that evokes a STRONG EMOTIONAL RESPONSE is more likely to go VIRAL, regardless of whether those emotions are of positive (awe) or negative (anger, anxiety) nature. Yummy: food is

associated with high levels of

emotional activation

Page 10: Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.

TRIGGER HIGH LEVELS OF EMOTIONAL ACTIVATION

When marketing content triggers strong emotional responses both positive and negative, it is significantly more likely to get shared

TREAD LIGHTLY – remember why people are motivated to share.

Don’t be another Celeb Boutique disaster

Celeb Boutique tweeted this after

the Aurora Massacre and

may never recover

Page 11: Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.

NEGATIVE EMOTIONAL CONTENT IS OK IF IT MAKES SENSE

BMW created a series of suspenseful short films that elicit anxiety in viewers.

The film series has accumulated over 1 million YouTube views.

They also have a lot of money,

which helps

Page 12: Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.

NOT QUITE BUT… STILL ON THE PODIUM

Consistent with the notion that people are motivated to provide valuable and entertaining content to others, SURPRISING and INTERESTING content is also highly VIRAL.

Also, consistent with the idea that people are motivated to share content to contribute and define themselves, practically USEFUL content is VIRAL too.

Page 13: Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.

MEAT AND POTATOESHOW TO INFLUENCE SHARING

Page 14: Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.

EVOKE A STRONG POSITIVE EMOTIONAL RESPONSE Think this when

creating content: Would I share this with the Dalai Lama? If not, don’t worry just try to be PASSIONATE with what you share.

People appreciate PASSION because it’s REAL and UNIQUE.

Don’t be another

bobble-head in the world!

Page 15: Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.

DON’T JUST PROMOTE – EVOKE EMOTION AND ENDORSE A LIFESTYLE

A picture of a Celtics Jacket

Valuable content that triggers a strong emotional response

ORCake is tasty,

it is also associated with strong

positive emotions.

From Celtics Pinterest Page WINNER!!

Page 16: Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.

APPEAL TO CONSUMERS MOTIVATION TO CONNECT WITH EACH OTHER

Another motivation people have for sharing is to GROW and nourish relationships.

Make it easy for them. Provide short post

titles for Tweets, proper context, make sharing buttons visible (above and below your posts), encourage them to share.

Page 17: Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.

BUILD YOUR REPUTATION AS A TRUSTED SOURCE

Everything you create doesn’t have to WOW your audience, but it must show your CHARACTER.

People are motivated to share things that define themselves – empower your customer with do-it- yourself articles, tips and tricks to do things easier, and ideas to impress their friends.

Look at these sharing numbers,

pretty sweet!

Page 18: Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.

KEEP IT SIMPLE – LESS IS MORE

There’s way too much information out there, make your content concise if you can

Blog posts in list format are gaining VIRAL status every day.

I have trouble

with this one, really.

Page 19: Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.

YOU DON’T HAVE TO BE A COMEDIAN JUST DON’T BE A ROBOT Humor is real Humor builds trust Humor is

memorable, you want people to remember you, right?

Is that a Chicken,

Bacon, and Baby?

Page 20: Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.

HOW TO TRIGGER AN EMOTIONAL RESPONSE AND GET SHARED

Get Visual Kinda Like this presentation

90% of the information transmitted to the brain is visual, visuals are processed 60,000 times faster than plain text. (source: 3m Corporation)

According to Facebook, posts that include an image are 120% more likely to be shared.

Include at least one emotionally engaging photo in EVERY POST, if not more.

Page 21: Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.

HAVE FUN WITH YOUR CONTENT MARKETING

Be creative and have fun, I know it’s hard. Make sure to follow through with your content

and interact with customer comments. Blendtec got silly with their blender and

created a YouTube video series called “Will it Blend?” – whattya know it went VIRAL.

This I-Pad blended up

like a margarita!

Page 22: Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.

TRY MEMES – THEY’RE ALREADY VIRAL

They are SHAREABLE Their funny They humanize your brand They evoke strong emotion They cut through the clutter

I don’t always include images in posts…but when I do it

works.

Page 23: Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.

WHAT I HOPE WE LEARNED Viral content is likely POSITIVE and it almost

always evokes a strong EMOTIONAL RESPONSE. To influence Sharing and create VIRAL content your content MUST:

Page 24: Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.

HOW TO TRIGGER AN EMOTIONAL RESPONSE

Get Visual

Thanks for listening…stay classy

When in Rome…

SHARE this presentation

Page 25: Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.

SOURCES

‘What Makes Content Go Viral?’, Journal of Marketing Research

‘The Psychology of Sharing’, The New York Times Consumer Insight Group

Stock Exchange Photographs All other images are linked to original sources

Page 26: Sweet Emotion: What makes content go viral and how marketers can design content to influence sharing.

ABOUT US

We’re a blogging and social media company that love to help our clients grow their site traffic

Visit us at magic.indivly.com Phone: 617-334-5702

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Peter Abbott

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