Spreadable Content - Artez Webinar
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Why types of content engages? Inspires? Spreads? Creating spreadable content is a great and cost effective way for nonprofits to reach more people for their cause.
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Spreadable Content - Artez Webinar
- 2. Meaningful for your audience who are the heroes of the story but need some help.
- 5. 2 WAYS YOUR CONTENT SPREADS 1. Sharing • The message you create gets passed on 2. Empowering • People create/co- create, remix, build off, etc. your message and pass it on Third Circle Secon d Circle First Circle You
- 7. SPREADABLE IDEA FRAMEWORK Exposure • They must know about your content. Attention • They must engage with your content. Motivation • They must want to share your content. Exposure Attention Motivation
- 8. WHAT/WHY WE SHARE • Social proof • Reputation enhancing • Scarce information • Combined relevance • Evokes emotion • Images
- 9. WAYS TO GET IDEAS TO SPREAD • Use uncomplicated language • Ask people to spread them • Build – Measure – Learn • Use best practices as starting points • Question experts
- 10. HABITAT FOR HUMANITY GREATER VANCOUVER
- 11. YOUR HOME. YOUR HABITAT.
- 12. • “We spread awesome.” – Scott Stratten
- 13. HOW CAN YOU GET YOUR CONTENT SHARED? • What content evokes emotion from your audience? • How can you make your message even more simple and shareable? • Do you make it easy for people to share? Do you ask them to share? • Do you want to focus more on exposure, attention or motivation?
- 14. EMPOWERING #artezwebinar @bradyjosephson They are the heroes of the story but need some help.
- 15. CORE ELEMENTS OF HERO STORY Hero • Primary audience you want to reach Adventure • Something bigger than ourselves Mentor • You and your brand Gift • Creative wildcard that makes you unique
- 16. charity: water Adventure: • Meaningful life Mentor Role: • Normal people can do amazing things. Special Gift: • 100% model • Birthday campaigns
- 17. #KONY2012 Adventure: • Fight against tyranny Mentor Role: • You have a voice. You can actually make a difference. Special Gift: • Tool kit • Missions/coordination
- 18. KIVA Adventure: • Unlock human potential Mentor Role: • Technology connects us. Special Gift: • Gift card • Direct giving platform
- 19. COMMON TRAITS • Tools • Support • Customer Service • Simple • Clear • Tell hero stories
- 21. DALIT FREEDOM NETWORK Adventure: • End slavery Brand Role: • It is our duty, our calling, to fight for the oppressed. Special Gift: • Matching donation • Fundraising page & support
- 22. WHAT WILL YOU DO FOR FREEDOM? CAMPAIGN
- 23. “Some of the most contagious brands serve as boxes of crayons, not rubber stamps” – Dan Zarella
- 24. WHAT ABOUT YOUR STORY • Who is your hero? • What is the adventure you are them to? • How do you mentor them on their quest? • What is your special gift to them?
- 25. YOUR TRAITS? • What tools do you have to offer your heroes? • How can you proactively encourage and support your heroes? • How can you improve your customer service? Donor experience? User experience? • How can you make your message even more simple and clear? • Which hero stories can you tell to provide social proof and encourage others?
- 26. REACH THE THIRD CIRCLE Create meaningful content for your audience who are the heroes of the story but need some help. Third Circle Secon d Circle First Circle You
Notas del editor
- Messages that inspire people to be messengers. What I want to do today: Framework for sharing content and empowering content Find the common threads from some thought leaders, provide some practical tips and some language and tools you can use to start thinking about how you can create and empower content that spreads.
- What I want to do today: Framework for sharing content and empowering content Find the common threads from some thought leaders, provide some practical tips and some language and tools you can use to start thinking about how you can create and empower content that spreads.
- Your goal is to reach the third circle with your story, your content Messenger is as important as the message What we share: things that evoke emotion. Why we share: because it’s awesome and we want to be associated with awesome. Not all content is supposed to spread
- Two frameworks
- Options: Increase those getting exposed to your content Increase the amount of attention your content gets Tap into the motivation of people engaging with your content to get them to share
- Humans are crazy and we are all not the same but… Not all content is meant to spread Novelty: Car blow up in my neighbourhood, people wanted to be the first to “break it” Social proof: Obama Reputation enhancing: If you’ve tweeted anything today or will (hopefully) it’s because you want to be perceived a certain way or enhance our reputation in some way Scarce information: tips, blog posts, insights or for you stories and information about your work Combined relevance: Care about a cause AND area (children in Zambia) Evokes emotion: Cain’s arcade What we share Pictures more than videos, videos more than text
- Cain’s arcade Simple story of one kid who started making cardboard arcade games in LA and a videographer told his story
- Hero – primary audience you want to reach Everything is created for them They are called to the adventure Adventure – something bigger than ourselves or your cause What the hero can and wants to contribute to our world Mentor – your role as brand/organization You help the hero on their quest Empower, equip and support Gift – creative wildcard that makes you unique Makes your hero believe they can succeed
- Scott Harrison, their founder, and his story is the embodiment of THEIR story. Club proomoter gone astray, searning for meaning, goes on a trip, comes back and wants to help, gives up 30th birthday. This is woven into the very fabric of their organization and story.
- We didn’t know
- Matt, CEO, said “just got lucky” by getting in NY Times, people picking it up and running with it.
- DFN had this story, this structure already in place but didn’t have the right story framework.
- Show examples of the past (social proof, take away fear) Gave fundraisers the tools and support Had matching donations as a special gift Built trigger emails to go out to champions as they signed up and went about their campaign. Told emotionally compelling story leading to asks
- “Brands that provide their users with a vocabulary and tools that allow them to play with and remix their own ideas succeed because these brands step back and let evolution do what it does best.”