1. Shareable Content
Social Media 101

2. Most content will never go viral.

3. Big Seed.

4. we like to make friends with
Homophily people who share our values

5. we unconsciously copy our
Social Proof friends

6. Maslow Hierarchy of Needs

8. Clip Art clichés reveal
the truth

9. Good ways to think
Social media cues define content
Reward sharing
Make it about them

10. Social media cues define content

11. Not just lifting content...

12. Big niche meme-hooking

13. CDC Zombies

14. Toyota Leeroy Jenkins

15. Will it Blend? Chuck Norris Facts

16. Search and Social
Why the iPhone 5 was a thing
demand lead content

17. Clicks on @HuffingtonPost, 2011-09-05
iPhone 5
Twitter
Pixar
iPad
Amazon
Teachers
Cheney
Astronomy
Rick Perry
Mubarak
0 1750 3500 5250 7000
Social feedback determines editorial placement

19. Without just copying...
Most of these examples were powered by
Facebook.
None of them required that the user became a
Fan.
All of them encouraged sharing.
Today with Sponsored Stories, these “Platform”
products have become even more compelling.

20. Reward sharing

21. Extrinsic value is always the worst option

22. 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 should now ask for a
share or endorsement to the
users’ social networks.

23. ASOS: Exclusive Sale
Preview (June 2011)
ASOS created a virtual queue
to enter their online Summer
Sale. Queue positions had real
value: the first in would get the
widest choice of sale products.
Users could jump places in the
queue by recruiting their
friends.
With 27K fans joining the queue
on day 1, ASOS went on to
generate over 500K clicks and
166K new fans (ASOS can
convert fans into traffic and
sales.)

24. Volkswagen Brazil: Planeta
Terra / Twitter Zoom (2010)
• Volkswagen supported their
sponsorship of the Planeta
Terra music festival by hiding
tickets to the event around Sao
Paolo.
• The locations of the tickets
were marked on a Google Map-
powered competition site. The
more tweets that contained the
hashtag #foxatplanetaterra, the
more the map zoomed in to
reveal the hiding places.
• #foxatplanetaterra trended for
four days.

25. False scarcity creates value

27. Reward sharing
Avoid one-to-one thinking
Find (or create) scarcity value
Avoid extrinsic value
Switch from market norms to social norms
Target psychic value

28. Make it about them, not you

29. a few seconds of
fame.

30. Face in the game

31. My few seconds of fame

32. Intel: Museum of Me
(May 2011)
• People are more likely to share
things that are about them. A
simple way to do this is to “put
their face in the game”.
• Intel created a technically
beautiful visualisation of users’
Facebook photos and friends.
• Users can share photos to their
Facebook Wall.
• 1 million visits in 5 days. No
media support.

33. Desperados
(April 2011)
• Desperados YouTube channel
takeover lets users connect
with Facebook to see a
personalised version of the
video.
• Users can share photos and
invitations to the experience
with their social graph.

34. Nike: We Run Paris
(October 2011)
• RFID shoe tags are linked to
Facebook; runners’ times are
shared to their Facebook time
line as they pass the 5K mark.
• Facebook is used to share
rankings, and to download and
share Nike-branded photos of
each runner crossing the
finishing line.

35. Gamification. Handle with care.

36. Make it about them, not you
All of these examples were powered by
Facebook.
None of them required that the user became a
Fan.
All of them encouraged sharing.
Today with Sponsored Stories, these “Platform”
products have become even more compelling.