I tend -- in my highly specialised line of work -- to concentrate on the channel, and not the content. My interest is mainly in the technology and psychology of social media marketing. That said, here are a few things that I've picked up along the way...

1. SHAREABLE
CONTENT
(A LIMITED REVIEW)

2. HELLO MY NAME IS @MEDIACZAR

4. THE VALUE IS YOU CAN TALK
WITH THEM. THEY TELL YOU
THINGS THAT ARE IMPORTANT
FOR YOUR BUSINESS AND
BRANDS
MUHTAR KENT
CEO THE COCA-COLA COMPANY

5. WHAT ARE
THEY SAYING?

6. HARNESSING
SLACKTIVISM
& F.U.D.

7. HOLD ON A
MO…

8. NO-ONE LIKES MR PEDANTIC

9. SELF-DELUSION

10. “PINK COKE” POSTS PER HOUR OVER 144 HOURS
30
JOHN POSTS
25
AROUND NOW
AUSTIN POSTS
20
AROUND NOW
15
10
5
0
Oct 02 Oct 03 Oct 04 Oct 05 Oct 06 Oct 07 Oct 08

11. I WANT SOME OF THIS VIRAL MAGIC

12. BUT MOST CONTENT NEVER GOES VIRAL

13. MAKE SOMETHING BEAUTIFUL
(THEN CROSS YOUR FINGERS)

14. AGENCIES HAVE BEEN MAKING
CONTENT FOR 100 YEARS THAT
TARGETS INDIVIDUALS, BUT THE
SOCIAL WEB REQUIRES AD CREATIVE
BE RE-ENVISIONED FOR SHARING
AMONG GROUPS.
JONAH PERETTI
FOUNDER & CEO BUZZFEED

15. SOME TACTICAL OBSERVATIONS
LET SOCIAL MEDIA CUES DEFINE CONTENT
MAKE IT ABOUT THEM, NOT YOU
COMBINE SHARING WITH SELF-INTEREST

16. LET SOCIAL MEDIA CUES DEFINE CONTENT

17. NEWS HOOKING: WHY WAS THE iPHONE 5 A “THING”?

19. CLICKS ON 10 @HUFFINGTONPOST LINKS, 2011-09-05
iPhone 5
Twitter
Pixar
PRO TIP: iPad
TRY ADDING
+ TO SHORT Amazon
LINKS TO Teachers
SEE CLICK Cheney
DATA
Astronomy
Rick Perry
Mubarak

20. “BIG NICHE” MEME-HOOKING

21. WILL IT
BLEND?

22. TOYOTA TACOMA: LEEROY
JENKINS (OCTOBER 2007)
1.75 M VIEWS ON USER REPOSTS

23. ÉSPRIT DE
L'ESCALIER

24. SOCIAL MEDIA CUES DEFINE CONTENT
JOURNALISTS SOCIAL
EXPLOIT NICHE INTERESTS
HOP ON MEMES
RESPONDING BEATS OWNING

25. MAKE IT ABOUT THEM, NOT YOU

26. MASLOW’S HIERARCHY OF NEEDS

27. HUMANITY’S ULTIMATE GOAL IS A SENSE OF PERSONAL MEANING AND IMMORTALITY.
FAILING THAT, A PERSONALISED NUMBER PLATE WILL DO.

28. OFFICE MAX:
ELF YOURSELF (XMAS 2006)
36 million visits in 5 weeks.
Still running 6 years later.

29. INTEL:
MUSEUM OF ME (MAY 2011)
1 million visits in 5 days. No media
support.

30. MY FEW SECONDS OF FAME
AS A SOCIAL OBJECT (2012)

31. MAKE IT ABOUT THEM
POWERED BY FACEBOOK
DON’T REQUIRE FANS
SPREAD THROUGH NEWSFEED
TARGET EGO NEEDS

32. COMBINE SHARING WITH SELF-INTEREST

33. EXTRINSIC VALUE IS USUALLY
THE WORST OPTION
“SHOP A FRIEND FOR A FIVER”

34. INNOVATIVE THUNDER:
PAY WITH A TWEET (2010)
Where we used to offer content or
value in return for an email address or a
like…
…we can now ask for a share or
endorsement to the users social
networks.

35. VOLKSWAGEN BRAZIL:
TWITTER ZOOM (2010)
VW hides tickets to Planeta Terra music
festival around city
Locations of the tickets marked on a
Google Map-powered campaign site
Zoom in by tweeting #foxatplanetaterra
Hashtag trends for 4 days

36. TOYOTA FJ CRUISER:
LIKE MY RIDE (MARCH 2011)

37. SOCIAL NORMS ARE WRAPPED
UP IN OUR SOCIAL NATURE
AND OUR NEED FOR
COMMUNITY. THEY ARE
USUALLY WARM AND FUZZY.
INSTANT PAYBACKS ARE NOT
REQUIRED
DAN ARIELY
BEHAVIOURAL ECONOMIST

38. ASOS: EXCLUSIVE SALE
PREVIEW (JUNE 2011)
ASOS creates a virtual queue to enter
their online Summer Sale.
Users can jump places in the queue by
recruiting their friends.
27K fans join queue on day 1
ASOS generate over 500K store visits

39. FALSE SCARCITY
CREATES VALUE
SOCIAL ACTIONS
REINFORCE VALUE

40. SOCIAL MARKETING
GENIUS

41. REWARD SHARING
AVOID ONE-TO-ONE THINKING
FIND (OR CREATE) VALUE
AVOID EXTRINSIC VALUE
EXPLOIT SOCIAL NORMS

42. VERY QUICK RECAP
LET SOCIAL MEDIA CUES DEFINE CONTENT
MAKE IT ABOUT THEM, NOT YOU
COMBINE SHARING WITH SELF-INTEREST

43. KTHXBAI
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