The 7 Principles of Social Design - How to Make Content Shareable
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The 7 Principles of Social Design - How to Make Content Shareable Click here to read more about each principle on Fast Company: http://bit.ly/FastCoSocialDesign by John Bell, Global Managing Director, Social@Ogilvy
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The 7 Principles of Social Design - How to Make Content Shareable
- 1. The7Principlesof HowtoMakeContentShareable Social design It’s All Word of Mouth By J ohn B e l l
- 2. The7Principlesof HowtoMakeContentShareable Social design Is the content valuable to the end user in some way? Entertainment has value, but so does utility. In either case, you need to understand what your audience values rather than just assuming they have an innate fascination in your brand talking about itself. ValueExchange
- 3. The7Principlesof HowtoMakeContentShareable Social design Ideas Disruptive We stop to notice ideas or concepts that challenge our understanding of the way the world works. The Museum of Memory and Tolerance in Mexico asked the question “what if tweets that discriminated against races and genders were bullets aimed at the heart of Mexico?” A social media fueled paint gun stained the word “Mexico” every time someone posted a discriminatory tweet. This social data- driven demo shocked citizens around the hate speech going on around them.
- 4. The7Principlesof HowtoMakeContentShareable Social design Story Great So many of our decisions are based upon emotional drivers, not the rational features and benefits of the latest widget. Great stories are not only dramatic, they are also emotional. Our team in Amsterdam created a deeply emotional story—for funeral insurance, of all things— when they asked people to share what they would want to tell a loved one before they died. These stories are so emotionally touching, we want to pass them along and reach out to our own parents, favorite aunt, or close friend to tell them how important they are to us.
- 5. The7Principlesof HowtoMakeContentShareable Social design FreshInterest What is new or interesting about a topic? Finding that fresh area of interest when you are launching a product that’s not as sexy as the next Tesla Roadster is every marketer’s job. People want news they can share around the vending machine at work or via their Twitter handle.
- 6. The7Principlesof HowtoMakeContentShareable Social design Proof Social When we see others doing something, we are often more apt to make that same choice ourselves. Why else do we have counters next to Tweet icons or Facebook tallies that tell us how many others have already thought that content valuable enough to share? The beauty of Facebook advertising is that the ads tell me which of my friends find a product interesting enough to “like” it.
- 7. The7Principlesof HowtoMakeContentShareable Social design I wrote a chapter in the ebook “Social@Scale.” Since I participated and was able to be highly creative—those were my words and thoughts—I am now far more likely to pass that content along. Nutella has applied that principle to its product label as content. In Belgium and other countries, users can customize the iconic product label with their name in place of the logo and have that product delivered. Creative Participation
- 8. The7Principlesof HowtoMakeContentShareable Social design SimpleAdvocacy When we make it simple and then actually ask people to share, they aremore likely to do so. Reducing the number of button clicks it takes to share a white paper is worth sweating bullets over. And don’t forget the ask.
- 9. The7Principlesof HowtoMakeContentShareable Social design Like most good suits, shareable content doesn’t come off the rack ready- made. But if you start weaving the fabrics of these principles together, trimming a little length here, broadening the shoulders over there, you can wind up looking like a million bucks.