David Malmborg presented this presentation on February 27, at the Intersect Conference in South Jordan, UT.

1. Creating Content
People Want to Share
David Malmborg
VP of SLC | SEM

2. David Malmborg!
Vice%President%of%SLC%|%SEM%
Utah’s%largest%and%most%consistent%associa;on%for%digital%marketers.%%

5. GUM CHEWING CONTENT!
Better first Impression!
Better Emotional Impression!

6. PSYCHOLOGY OF SHARING:!
WHY%DO%PEOPLE%SHARE%ONLINE?%%
!
!
!
Customer Insight Group Study !

7. Informa(on)Management))
%

8. Informa(on)Management))
%
73%%
say%they%process%
informa;on%more%
deeply,%thoroughly%
and%thoughOully%
when%they%share%it%

9. People share what is important to them.!
!
%

10. MOTIVATIONS FOR SHARING!
!

11. …%to%bring%valuable%and%entertaining%content%to%others%
%

12. …%to%bring%valuable%and%entertaining%content%to%others%
%
49%%
say%sharing%allows%
them%to%inform%
others%of%products%
they%care%about%and%
poten;ally%change%
opinions%or%
encourage%ac;on%%

13. …%to%define%ourselves%to%others%%
%

14. …%to%define%ourselves%to%others%%
%
%68%%%
share%to%give%
people%a%beYer%
sense%of%who%they%
are%and%what%they%
care%about%%

15. …%to%grow%and%nourish%our%rela;onships%%
%

16. %78%%%
share%informa;on%
online%because%it%lets%
them%stay%connected%%
to%people%they%may%
not%otherwise%stay%in%
touch%with%%
…%to%grow%and%nourish%our%rela;onships%%
%

17. %78%%%
share%informa;on%
online%because%it%lets%
them%stay%connected%%
to%people%they%may%
not%otherwise%stay%in%
touch%with%%
%73%%%share%informa;on%
because%it%helps%
them%connect%with%
others%who%share%
their%interests%%
…%to%grow%and%nourish%our%rela;onships%%
%

18. …%SelfZfulfillment%%
%

19. …%SelfZfulfillment%%
%
%69%%%
share%informa;on%
because%it%allows%
them%to%feel%more%
involved%in%the%
world%%

20. …%to%get%the%word%out%about%causes%or%brands%%
%

21. …%to%get%the%word%out%about%causes%or%brands%%
%
%84%%%
share%because%
it%is%a%way%to%
support%causes%or%
issues%they%care%
about%%

22. WHY DO THEY CLICK “SHARE?”!
!

24. BUYING IS A(N) ___________ DECISION. !
!

25. BUYING IS A(N) ___________ DECISION. !
!
Sharing!
Emotional!

26. EMOTIONS)
The%stronger%the%feeling,%the%more%likely%to%
spur%a%responsive%ac;on !

27. ENGAGE%or%DISENGAGE%
%
%
SHARE%or%DON’T%SHARE%
Step%1:%
Step%2:%
When Encountering Content You…!

28. Content%that%evokes%highZarousal%posi;ve%
(%such%as%awe)%or%nega;ve%(anger%or%anxiety)%
emo;ons%is%more%viral.%Content%that%evokes%
lowZarousal,%or%deac;va;ng%emo;ons%(e.g.,%
sadness)%is%less%viral.%%Z%Jonah%Berger!

29. What)You)Need)to)Evoke)Emo(on!

30. Make%it%Visual%

31. Make%it%Interac;ve%

34. Make%it%Personal%

36. “If%we%don’t%make%you%cry,%we%fail.”%%
ZLorrain%Twohill,%%
VP%of%Global%Marke;ng,%Google%%
!

37. DESIGNED TO SERVE!
!

38. Dr.)Marshall)Rosenberg)
Author%of%NonZviolent%Communica;on%

39. “OAen,)instead)of)offering)
empathy,)we)have)a)strong)urge)
to)give)advice)or)reassurance)and)
to)explain)our)own)posi(on)or)
feeling.”%

40. What Is Empathy!
• Cogni(ve)Empathy)or)Perspec(ve)Talking%
This%is%being%able%to%see%things%from%another's%point%of%view.%%
• Emo(onal)Empathy)or)Personal)Distress%
Personal%distress%is%literally%feeling%another's%emo;ons.%When%you%are%watching%
a%scary%movie,%and%you%start%to%empathize%with%the%hero%and%feel%afraid,%that%is%
personal%distress%in%ac;on.%%
• Compassionate)Empathy)or)Empathe(c)Concern%
Not%only%understand%a%person’s%predicament%and%feel%with%them,%but%are%
spontaneously%moved%to%help,%if%needed.%%

42. “Empathy%creates%relevance%because%
it%creates%the%deep%connec;on%that%
brings%people%together”%–%Geoffrey%James,%INC%

43. Three Levels of Empathy for Business!
• OnMdemand)Empathy%
the%ability%to%sense%what%customers%want.%%
• Solu(on)Empathy)
The%ability%to%understand%a%customer's%problem%and%figuring%out%how%to%%
address%it.%%
• Transcendent)Empathy)
you$create$solu,ons$to$problems$that$customers$don't$even$know$that$they$have.$%

44. SERVE THE CUSTOMER JOURNEY!
!

46. IF%YOU%WANT%TO%OWN%THE%
CONSUMER%JOURNEY,%CREATE%
MOMENTS%OF%INSPIRATION!%%
%
–%ANDREW%DAVIS%@TPLDREW%

48. Thank You !
David)Malmborg)
%
TwiYer:%@davidmalmborg%
Linked%In:%/in/davidmalmborg%
%
SLCSEM.org%