One of the most consistent challenges companies face with content marketing is that they get a lot less engagement than they want for the amount of time and money they’re spending. Why? The Three Horsemen of the No Sharing Apocalypse: Inconvenience, Forgetfulness, and Busyness. If you want more people to share your posts, you’ve got to make it more convenient for people to share, gently remind them you would like them to share your posts, and ask at a time that they’re not already really busy. This presentation explains how to use email to make sharing more convenient.

1. How to Make Sharing Convenient for Busy People:
Or, How to Slay the Three Horsemen
of the No Sharing Apocalypse
brought to you by
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2. You have lots of people who would love
to share your posts, such as your
friends, employees, and customers
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3. The Problem is the
The Three Horsemen of the No Sharing
Apocalypse
Inconvenience
Forgetfulness
Busyness
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4. The Three Horsemen of the No Sharing Apocalypse
1) Inconvenience: They want sharing to be easier
2) Forgetfulness: They simply forgot to go back to
your Twitter page and retweet it
3) Busyness: They weren’t paying attention when they
Tweet came through, because they were busy doing
something else at work
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5. inconvenience,
so, how do you beat
forgetfulness and busyness to
get more sharing?
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6. The Three Principles of Convenient Sharing
1) Choice: People find it more convenient to have a few
options of what to share
2) Prompting: People find it convenient to get a gentle
reminder to do something that’s quick and easy
3) One Click Mobile: People need to be able to take
action in one click, preferably on their phone
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7. so, what’s the solution?
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8. Email.
I said it. Boring old email.
It get results.
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9. Fresh Prince, meet Justin.
The star of 90s marketing meets the star
of today. And magic happens.
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10. Why is Email Needed?
Round 1
1) Customers, fans and employees are at work
when you tweet.
2) Facebook’s Edgerank limits how many of your fans
see your posts.
3) Many users don’t check Twitter and Facebook
everyday so they miss a lot of your posts.
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11. Why is Email Needed?
Round 2
1) Email is still most people’s primary
communication channel when they’re online.
2) They like you so a weekly roundup of your best
posts is considered a convenience.
3) Sometimes busy people need a gentle reminder
to remember to do things they want to do.
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12. so how do you make an email
that gets you more sharing?
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13. The Principles of Convenient
Social + Email
Principle One
Give your audience
choice: provide a few
updates so they can pick
one they like.

14. The Principles of Convenient
Social + Email
Principle Two
Give them the info
they need to decide:
this includes what the
Tweet says, what site the
link points to, what the
article behind the link is,
and ideally a short
description of the article.

15. The Principles of Convenient
Social + Email
Principle Three
Make sharing one-to-
two clicks: this means
you need to include
active links for “Like”,
“Retweet” and “Like (for
LinkedIn)”.

16. The Principles of Convenient
Social + Email
Principle Four
Show them the
update: this requires
software, but even more
people will share if they
can see the actual Tweet
or Facebook post they’re
sharing.

17. Check out more of our insights at:
http://www.getelevate.com
thanks!
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