copywriting for the share without going click-bait
TRANSCRIPT
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Write for the share
How to raise the odds of being shared?
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Why do people share?Probably the most overlooked aspect of Social Media.
After all, Social comes before Media.
Social = People.
Understanding why people share = Marketing Knowledge.
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Increasing the Share-ability
Why do people share?
How to tailor content for the share?
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Why do people share?
SOCIAL sciences:
Psychology, Sociology.
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Why People Share?
Self-actualization, Esteem, Belonging. Without the academic words …
Psychology of Motivations – Maslow
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Why People Share?Or really really simplified.
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Why People Share?
Humor, Useful, Relationship. Involvement, Identity Building.
When do they consider sharing what?
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Why People Share?Personality matters! Know your audience.
• Altruist sharing: Helpful, reliable, thoughtful, connected, e-mail.
• Career sharing:Intelligent, business networker, LinkedIn.
• Hipster sharing: Creative, young, popular, identity creation, social networks as Twitter.
• Boomerang sharing: Share for the reaction, validation, Twitter, Facebook.
• Connection sharing: Creative, relaxed, thoughtful, plan-driven. E-mail & Facebook.
• Selective sharing: Resourceful, careful, thoughtful, informative content, social + e-mail.
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The Viral Formula “Contagious”
Book , #stimac2013 Create for the share
Jonah Berger
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Contagious ContentBerger’s Formula
Social Currency – This relates to our inner narcissist. What will make us look good?
Trigger – This is all about relevance. What’s on everyone’s minds?
Emotion – This is about appealing to an audience’s emotion. Why should we care?
Public – This is about conformity. Are other people doing it?
Practical Value – This is how valuable it is. Will it help others?
Stories – This is about storytelling. Does it have an interesting narrative?
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Why People ShareLocal differences
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Encourage SharingPeople share things when it’s easy.
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Encourage SharingPeople share things when it’s easy.
Facebook’s Open Graph Tags…
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Encourage SharingPeople share things when it’s easy.
Twitter Cards
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Encourage SharingPeople share things when it’s easy.
LinkedIn editing control.
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Encourage SharingPeople share things when asked.
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Encourage SharingPeople share things when asked.
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Optimize SharingFrame Everything.
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Optimize SharingMeasure all. Website analytics.
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Optimize SharingMeasure all. Twitter analytics.
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Optimize SharingMeasure all. LinkedIn analytics.
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Visuals are key.But …
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Headlines are key too.TL;DR
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Headlines are the package!Sometimes an article has more
shares than reads …
so people share without reading ;)
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The Science of Headlines
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The Science of EFFECTIVE Headlines• BE BOLD, TAKE A STAND• SURPRISE• CURIOSITY • SHOCK • SIMPLE• SHORT (or ridiculously long)• CONVERSATIONAL • STORIES / NARRATIVE• INCLUDE CALL-TO-ACTION • WORDS: YOU, HOW TO, WHY• QUESTIONS• NUMBERS: 7 ways to, 10 questions for, …
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Headlines are numerous…• TITLE of article
• SUBTITLES within an article
• LISTS within an article
• Tweet
• LinkedIn status, …
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Sharing on specific networks
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Share on Twitter
• # Hash tags (keywords, cfr.: SEO) – do not exaggerate • @ Mentions (social, people) & RT • Pictures, videos (draw attention)• Links • (Location)• (Ask for RT / Fav in return)
• TWITTER CARDS! https://dev.twitter.com/docs/cards• Pin a tweet
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Share on Twitter
Insert a picture (maybe even 2) and draw attention.
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Share on Twitter
Optimize every aspect: linked Twitter card
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Share on Twitter
Pinned tweet. Make the most of it …
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Updates on LinkedIn
Update on LinkedIn. Edit image in case automated is not good.
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Updates on LinkedIn
Short. Simple. Images.
Call-to-Action (it’s a business platform).
Post useful content in relevant groups.
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Long copy on LinkedIn
Storytelling / Write for the web
Show on corporate page.
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Long copy on LinkedInIntegrate on company page?
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Visual Storytelling. Results previous brainstorm.
Improvements?
Use cases: channel? What headline?