1. Social media content creation is both an art and a science, with certain principles that lead to content being widely shared. Content spreads when it connects with people emotionally and captures cultural moments. 2. Mobile usage and social sharing are inextricably linked, so content must be optimized for mobile viewing and sharing. Over 75% of visits to one site came from social media and 50% from mobile. 3. Data analysis of content performance across different platforms can provide insights into what spreads and how to improve reach. For example, certain types of content may see more sharing in the early hours after posting.

1. 1
Social Media Masters Summit
Colleen Callinan
Sales Director
@cecall

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150+ MILLION
*Google Analytics
SOCIAL
75% of visits from social*
50% of visits from mobile*
85% coming to find content to share
Monthly Readers
MOBILE
SUPERSHARERS
BuzzFeed creates content that people
want to SHARE.

4. THREE things we know
to be true.
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#1 Mobile is the Future
7

6. Mobile is the Web
You can’t go viral if your
content can’t be viewed and
shared on the mobile web
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#2 Social is Mobile

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1970 2013
#3 Leisure Content Has Changed

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What Gets Shared

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Make content
you would be
proud to share

10. 10
Cute animals
deserve respect

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Humor is
inherently
social

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Nostalgia is too

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Have a heart

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Content is
about identity

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DIY

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Capture the moment

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Plan to be spontaneous

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Be yourself,
don’t fake it

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Don’t post things people
are embarrassed to share.

20. There’s an Art & Science to creating
great content

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dashboard of Fortune 50 client
SOCIAL LIFT SOCIAL VIEWS SEED VIEWS TOTAL VIEWS
DAILY REACH & ENGAGEMENT 1.4X 52K 132K 184K
Seed Views
4,000
3,000
2,000
1,000
0
Social Views
We’re Obsessed With Data

22. Content Behaves Differently on Different
Platforms
Post Age (hours)
Views
20 40 60 80 100 120 140 160 180
Post Age (hours)
Views
20 40 60 80 100 120 140 160 180
Post Age (hours)
20 40 60 80 100 120 140 160 180
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If content is social,
ads can be too.

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Like good TV ads,
social ads...
• Are not heavy-handed
• Involve people emotionally
• Tell a story

25. Glade
25

26. Quaker
26

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GE

28. Objective
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Build excitement,
awareness, and purchase
intent for the launch of
Taco Bell Loaded Grillers.
Local
Scientology
Center
Brazilian
Waxing Salon Jail
Approach
Create custom social posts
and a share bar integration
around the theme of “not
sharing” your Loaded Grillers.
10 Foursquare Check-Ins That Probably Shouldn’t Be Shared
BuzzFeed Case Study

29. Social Advertising Works
29
These lifts on purchase intent
shows that advertising on
BuzzFeed works.
And it works even better
when received through
word-of-mouth.
“I can’t wait to try Loaded Grillers from Taco Bell.”
via seed via social

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Key Takeaways
Social content is an art & science
People share things that they connect with emotionally
You don’t always know which ideas will spread
You need to experiment
And have some fun...