This presentation investigates why people share things and how marketing can design for the share. It consequently zooms in on specific social networks Twitter and LinkedIn.

1. Write for the share
How to raise the odds
of being shared?

2. 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.

3. Increasing the Share-ability
Why do people share?
How to tailor content for the share?

4. Why do people share?
SOCIAL sciences:
Psychology, Sociology.

5. Why People Share?
Psychology of Motivations – Maslow
Self-actualization, Esteem, Belonging. Without the academic words …

6. Why People Share?
Or really really simplified.

7. Why People Share?
When do they consider sharing what?
Humor, Useful, Relationship. Involvement, Identity Building.

8. 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.

9. The Viral Formula “Contagious”
Jonah Berger
Book , #stimac2013 Create for the share

10. Contagious Content
Berger’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?

11. Why People Share
Local differences

12. Encourage Sharing
People share things when it’s easy.

13. Encourage Sharing
People share things when it’s easy.
Facebook’s Open Graph Tags…

14. Encourage Sharing
People share things when it’s easy.
Twitter Cards

15. Encourage Sharing
People share things when it’s easy.
LinkedIn editing control.

16. Encourage Sharing
People share things when asked.

17. Encourage Sharing
People share things when asked.

18. Optimize Sharing
Frame Everything.

19. Optimize Sharing
Measure all. Website analytics.

20. Optimize Sharing
Measure all. Twitter analytics.

21. Optimize Sharing
Measure all. LinkedIn analytics.

22. Visuals are key.
But …

23. Headlines are key too.
TL;DR

24. Headlines are the package!
Sometimes an article has more
shares than reads …
so people share without reading ;)

25. The Science of Headlines

26. 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, …

27. Headlines are numerous…
• TITLE of article
• SUBTITLES within an article
• LISTS within an article
• Tweet
• LinkedIn status, …

28. Sharing on specific networks
• Twitter
• LinkedIn

29. 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

30. Share on Twitter
Insert a picture (maybe even 2) and draw attention.

31. Share on Twitter
Optimize every aspect: linked Twitter card

32. Share on Twitter
Pinned tweet. Make the most of it …

33. Updates on LinkedIn
Update on LinkedIn. Edit image in case automated is not good.

34. Updates on LinkedIn
Short.
Simple.
Images.
Call-to-Action (it’s a business platform).
Post useful content in relevant groups.

35. Long copy on LinkedIn
Storytelling / Write for the web
Show on corporate page.

36. Long copy on LinkedIn
Integrate on company page?

37. Visual Storytelling.
Results previous brainstorm.
Improvements?
Use cases: channel? What headline?