final project - creating a social media campaign strategy pitch for a brand of your choosing

Week 6: Why we share

Week 6 Learning Goals

By the end of today’s class you will:

- Be able to identify the different motivations people have for sharing content

- Understand how to leverage these motivations to support a brand’s social strategy

What/Why Brands Share

On Social, Brands need to share a variety of content in order to ensure they are demonstrating a ROI

The success of a brand social strategy lies in navigating these often opposite approaches

Good for social sharing , Weak on ROI

Bad for social sharing, Strong on ROI

Example- B2B Social Media Marketing

Inactive Facebook & LinkedIn Accounts

Who the brand wants to targetWho the brand should actually target

90-9-1 Rule: From early Internet forums 90% Lurkers

9% Modify existing content and reshare

1% Content Creators

→ We see similar trends in social media, in the US, 10% of Twitter users generate 80% of the content.

(We also know that ~90% of YouTube videos have less than 1K views… content is HIGHLY competitive)

Brand can survive this by being disciplined about WHO they are targeting and how getting that person to share or engage with their content is beneficial to them.

Sharing for a Cause - Either members of an

underrepresented community or allies of a community

- Passionate (and knowledgeable) about a particular cause

- Wants to connect with others in the same community and generate awareness

Examples: @hellowmynameisWednesday @RCarranza

Sharing to show expertise - “Thought leadership” - Looking for opportunities to

increase their profile, want to be seen as knowledgeable

Examples: Neal Schaffer Vala Afshar Brian Fanzo

Sharing because it’s my brand - Highly curated- an eye

towards what they choose to share

- Strategically thinks through what they’re going to post

Examples: Mariann Yip Queen Ariel Cassidy

Sharing to shock - Enjoys a good argument

- Either trollish or highly opinionated

Examples: Siva Vaidhyanathan Nate Silver

Sharing to increase relationships - Enjoys taking online

relationships offline - Tends to actually know

people in their social network

Examples: Jen Underwood

Sharing very carefully - Biggest concern is

oversharing- they will double and triple check their posts

Natural targets for brand social strategy

Ask: What online or offline event can I provide to Connectors that they will see as an opportunity to for increased relationships?

Ask: What experience can I provide that Hipsters will feel connected to and share online?

Ask: What content can I provide that Careerists will feel highlights their expertise?

Brand Examples:

Ask: What online or offline event can I provide to Connectors that they will see as an opportunity to for increased relationships?

Ask: What experience can I provide that Hipsters will feel connected to and share online?

Ask: What content can I provide that Careerists will feel highlights their expertise?

Class Questions: ● What do you share online? ● What wouldn’t you share online? ● Who is your intended audience for

what you share online?