How to Keep Your Content from Being Ignored
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We should all thank marketers for ruining content. Real-time branded posts and meaningless native ads have pushed people to dark social, where modern tribes are finally having honest conversations. It’s the new frontier for brand engagement, but if people can successfully hide from marketers, how do you reach them? The best practices we’ve all learned to target, buy media and create content are grossly inadequate. Twitch-gamer? Pokémon Go player? Fan-boy or fan-girl of something or someone? Generating word-of-mouth starts with a fundamental understanding of these tribes; what they love, the shared interests with our brands, and how we can craft ideas to connect with them.
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How to Keep Your Content from Being Ignored
- 1. TRIBES
- 2. But first, thank you marketers…
- 3. nope.
- 4. nope.
- 5. nope.
- 6. so much nope
- 7. nope.
- 8. Surely the machines will get it right. nope.
- 9. But, we can’t just blame marketers. I blame the platforms themselves.
- 10. Get people to follow you.
- 12. Make more content. They love it.
- 13. Now we’re all about reach.
- 14. 95% of all content is ignored.
- 16. Alright, I might have contributed to this:
- 18. 80,729 3,542Old Spice did it again... SWAN DIVE! http:// www.youtube.com/watch?v=uLTIowBF0kE Kevin RoseFounder Digg http://kevinrose.com/ 1,167,785 14,936 hello ladies... http://www.youtube.com/watch? v=uLTIowBF0kE David Blue Actor http://david-blue.com 187,755 1,682RT @isaiahmustafa NEW OLD SPICE COMMERCIAL | Questions http://youtu.be/uLTIowBF0kE Apolo Ohno Athlete http://www.apoloantonohno.com/home 180,986 4,669RT @OldSpice OldSpice I've built a new commercial for you, with my bare hands http://bit.ly/ oldspiceman Ellen DeGeneresTV Host http://ellen.warnerbros.com/ 4,801,685 47,723 Have ya’ll seen my friend @IsaiahMustafa’s new Old Spice commercial? So funny and so clever. http://bit.ly/avcpGA G4TVTech Site http://g4tv.com/ 1,133,941 4,716The new Old Spice commercial. How does it work? http://bit.ly/c0Fp5y But, I did stumble onto something.
- 19. We all run in tribes
- 20. Why This Again?
- 21. nope.
- 22. We all want the same thing:
- 24. 82% 66% 65% 64% 63% 63% 62% 61% 60% 57% 57% 56% 53% 49% 47% 42% 41% 39% 37% Trust. Source: Nielsen Global Trust in Advertising Study, Sept 2015. Results are based on North America only
- 25. 93% DARK SOCIAL The conversations that are generated about what was seen. 7% SEEN yup.
- 26. What about my Vine strategy?
- 27. “The value of a Dark Social share is in some ways higher than open social sharing. When you do it, it’s because you really want the recipient to look at the link.” - Alex C. Madrigal, The Atlantic
- 28. Instead of talking to people about us, we want them to talk to each other about us.
- 29. We have to take a trust leap together. You know, as a tribe.
- 30. Question: Would any of you describe yourself using only demographics? AGE GENDER GEOGRAPHIC REGION HOUSEHOLD INCOME RACE/ETHNICITY MARITAL STATUS
- 31. Just in-case you might be thinking this sounds a lot like market segmentation.
- 32. nope. nope.
- 33. yup.
- 34. yup.
- 35. yup.
- 36. yup.
- 38. There are 4 steps to tribal success:
- 39. 1. Listen
- 41. CONSUMER Traditional Research Behavioral Data MRI/ Simmons Social Analytics BELIEVE DO SAY WATCH
- 43. 1 9 90 CREATORS In any network, specifically online, 1% of the people create the majority of all content. This is a mix of traditional media (journalists),non- traditional (bloggers) and passionate individuals. CONNECTORS Connectors are advocates for the content, fans of the creators or people usually “in the know” within their own networks of influence. These are your sharers and over-sharers online and through word-of-mouth. LURKERS Most of us fall into this category. We consume content. It’s fed to us through Twitter streams, Facebook posts, news media,RSS feeds, email or simply talking to a connector in our network. We might participate,but usually not to create content or even feel compelled to share it on a regular basis. 2. Know who the leaders are
- 44. Blitzscaling, Reed Hoffman, 2016. HBR
- 45. 3. Find a credible role.
- 47. Tribe Engagement Framework Purpose Unifying Belief What Tribes Want Credible Role For Brand/Product Brand Goal/Purpose/Mission/Why Connecting statement for Tribes. TRIBE 1 Tribe Want Statement added here. TRIBE 2 Tribe Want Statement added here. TRIBE 3 Tribe Want Statement added here. TRIBE 4 Tribe Want Statement added here. Tribe Want Statement added here. Tribe Want Statement added here. Tribe Want Statement added here. Tribe Want Statement added here.
- 48. 4. Commit