How to Build a Time Machine - LearnInbound
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According to Stephen Hawking, all you need is a wormhole, the Large Hadron Collider or a rocket that goes really, really fast. Hannah has none of those things. But she has spent more time than is probably healthy on the internet and was once described as having an overactive imagination. Armed with only her GCSE in physics she’ll teach you how to build a time machine, and explore other ways to create content which resonates.
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How to Build a Time Machine - LearnInbound
- 1. how to build a time machine (& other stories) @hannah_bo_banna
- 3. I’ve just started working with this lovely lot @VerveSearch
- 4. but for most of this year I’ve been on sabbatical
- 5. prior to that I worked at distilled
- 6. @hannah_bo_banna I’ve been involved in making stuff that gets coverage, links & social shares since 2011
- 7. @hannah_bo_banna there’s some stuff I’m really proud of
- 8. this was my first taste of success
- 9. @hannah_bo_banna but it’s been a pretty bumpy ride
- 10. @hannah_bo_banna there have been good days…
- 14. @hannah_bo_banna 250 LRDs in 24 hours
- 15. @hannah_bo_banna but it doesn’t always go down like that…
- 18. @hannah_bo_banna who wants to fail less often?
- 20. I heart you
- 22. @hannah_bo_banna first, let’s talk a bit about failing…
- 23. @hannah_bo_banna want to know why we fail?
- 24. @hannah_bo_banna I get emails like this fairly frequently:
- 25. Hey Hannah! We made this thinger, and we all think it’s great! We’ve gone to 200 journalists, but no one’s picked it up, and we’ve seen no social shares either. Any idea where we’re going wrong?
- 26. @hannah_bo_banna these next slides may sound mean (but they’re meant with love)
- 27. @hannah_bo_banna when people tell me their piece isn’t working, & I take a look, I typically feel one (or more) of these things
- 28. @hannah_bo_banna this is shallow, or patronising
- 29. @hannah_bo_banna I don’t think this shows what you’re claiming it shows or you’ve promised me something but haven’t delivered
- 30. @hannah_bo_banna this isn’t something I care about or this isn’t something I’ve ever wondered or there’s nothing I can identify with here
- 31. @hannah_bo_banna I’m confused – I don’t get it
- 32. @hannah_bo_banna there’s nothing new or different here
- 33. @hannah_bo_banna cool, but so what?
- 34. @hannah_bo_banna for the sake of clarity, I feel the same things about some of my own work
- 35. @hannah_bo_banna but what do all those things mean?
- 36. @hannah_bo_banna when people tell me their piece isn’t working, & I take a look, I typically feel one (or more) of these things this is shallow, or this is patronising if I shared this it would say nothing good about me I don’t think this shows what you’re claiming it shows there’s nothing I can identify with here there’s nothing new or different here I’m confused – I don’t get it this isn’t something I care about this isn’t something I’ve ever wondered you’ve promised me something but haven’t delivered cool, but so what?
- 37. @hannah_bo_banna “this piece doesn’t resonate with me”
- 39. @hannah_bo_banna people link to your stuff or share your stuff only if it resonates with them
- 40. @hannah_bo_banna if your content makes them feel something
- 41. @hannah_bo_banna if you create something which doesn’t resonate, people won’t feel anything
- 42. @hannah_bo_banna when we don’t feel anything, we don’t share, comment, or do anything, we simply move on
- 43. @hannah_bo_banna so, if we want to succeed we need to focus on making people feel something
- 44. @hannah_bo_banna *not* these things this is shallow, or this is patronising if I shared this it would say nothing good about me I don’t think this shows what you’re claiming it shows there’s nothing I can identify with here there’s nothing new or different here I’m confused – I don’t get it this isn’t something I care about this isn’t something I’ve ever wondered you’ve promised me something but haven’t delivered cool, but so what?
- 45. @hannah_bo_banna people link to your stuff or share your stuff only if it resonates with them
- 46. @hannah_bo_banna but what resonates with people?
- 47. @hannah_bo_banna have you ever thought about *why* you share what you share on social media?
- 48. @hannah_bo_banna most of the time I don’t think before I tweet
- 50. @hannah_bo_banna why did I tweet this?
- 51. @hannah_bo_banna I was on my own & I was bored
- 52. @hannah_bo_banna it worked like a charm
- 54. @hannah_bo_banna but I don’t just tweet stuff like that; I also tweet stuff like this
- 56. @hannah_bo_banna
- 57. @hannah_bo_banna I also share stuff like this
- 61. @hannah_bo_banna I share things to give people a sense of who I am & what I care about
- 62. I’m a literary nerd…
- 63. I’m exasperated by marketing doublespeak…
- 64. I’m a feminist
- 65. @hannah_bo_banna on social media we have two modes: i) cries for attention & ii) defining ourselves to others
- 66. @hannah_bo_banna what does ‘defining ourselves to others’ mean?
- 67. @hannah_bo_banna human beings are pack animals, we need to feel like we belong
- 68. @hannah_bo_banna we feel most comfortable when surrounded by people who are similar to us
- 69. @hannah_bo_banna how we define ourselves is important because it allows others to relate to us
- 70. @hannah_bo_banna the very act of self-definition makes us relatable, it’s how we connect with people
- 71. @hannah_bo_banna this desire to define ourselves to others is why we share what we share
- 72. @hannah_bo_banna I think that creating content which allows people to define themselves to others is a great place to play
- 73. @hannah_bo_banna but what does that look like in the real world?
- 74. @hannah_bo_banna what follows isn’t an exhaustive list, but hopefully you’ll find it useful
- 75. @hannah_bo_banna hang on to your hats
- 76. @hannah_bo_banna let’s talk about time travel
- 77. @hannah_bo_banna so, I promised to teach you how to build a time machine…
- 78. @hannah_bo_banna according to Stephen Hawking, all you need is…
- 79. a wormhole
- 81. the large hadron collider
- 83. a rocket that goes really, really fast
- 84. @hannah_bo_banna sadly, my clients can’t afford any of those things
- 85. @hannah_bo_banna but you can take people back in time without any of those things
- 87. @hannah_bo_banna 248k facebook ‘likes’204k facebook ‘likes’
- 89. @hannah_bo_banna so taking people back in time clearly resonates
- 90. @hannah_bo_banna we made a time machine of our own
- 92. @hannah_bo_banna it allows you to relive any major festival from the past 20 years
- 93. @hannah_bo_banna
- 94. 750k visits
- 95. @hannah_bo_banna if you’re seeking coverage I strongly recommend you do more than create a listicle
- 96. @hannah_bo_banna if you want to create your own time machine, it’s not just music that takes people back in time
- 100. @hannah_bo_banna why do we share nostalgic content?
- 101. @hannah_bo_banna we share nostalgic content (or time machines) because how we grew up shaped who we are today
- 102. @hannah_bo_banna sharing nostalgic content allows us to instantly connect with others who shared similar experiences
- 103. @hannah_bo_banna regardless of whether or not we actually shared those experiences in real life
- 104. @hannah_bo_banna sharing nostalgic content allows us to define ourselves to others
- 105. @hannah_bo_banna but we don’t just define ourselves through nostalgic content
- 107. @hannah_bo_banna polarise to divide into two sharply contrasting groups, or sets of opinions, or beliefs
- 108. @hannah_bo_banna love it? or hate it?
- 109. 250 LRDs in 24 hours
- 110. 1,400 LRDs
- 112. @hannah_bo_banna we share polarising content to let others know where we stand
- 113. @hannah_bo_banna it’s another way of defining ourselves to others
- 114. @hannah_bo_banna for this sort of content to work you need to provoke a strong, emotional response
- 115. @hannah_bo_banna but you walk a fine line
- 116. @hannah_bo_banna if you’re doing this sort of thing, keep it light
- 117. @hannah_bo_banna content that allows us to see things more clearly
- 118. @hannah_bo_banna there’s a bunch of stuff we struggle to get our heads around
- 121. @hannah_bo_banna for this sort of content to work, you need to be talking about something people care about
- 122. @hannah_bo_banna & if you want coverage you’ll need to support existing editorial, or be breaking news
- 125. @hannah_bo_banna content that gives us hope
- 126. @instachaz reminds me I’m not alone…
- 127. @hannah_bo_banna stuff like that looks easy, but is *really* hard to do well
- 128. @hannah_bo_banna so far I’ve not managed to persuade anyone to let me make anything like it
- 129. @hannah_bo_banna but I have made some stuff that gives people hope
- 130. @hannah_bo_banna we love finding out that we’re more like our heroes than we think
- 131. we want to know that there’s still time for us to make it
- 132. @hannah_bo_banna for this sort of content to work, you need to create things that really speak to people & they can relate to
- 133. @hannah_bo_banna & if you want coverage you’ll need to support existing editorial
- 134. @hannah_bo_banna content that allows us to discover something about ourselves in a reasonably legitimate way
- 136. @hannah_bo_banna most of the time content like this takes the form of either a quiz or game
- 137. @hannah_bo_banna however, not all quizzes & games fit into this category
- 138. @hannah_bo_banna I suspect the popularity of this quiz has more to do with nostalgia
- 139. @hannah_bo_banna let’s look at a game which does allow you to find something out about yourself
- 141. @hannah_bo_banna we secured coverage at launch
- 142. @hannah_bo_banna then we garnered a 2nd wave of coverage based on the data we’d gathered from players
- 143. @hannah_bo_banna a couple of warnings…
- 144. @hannah_bo_banna quizzes & games are just formats
- 145. @hannah_bo_banna if making a quiz or a game = guaranteed success then no quizzes or games would ever fail
- 146. @hannah_bo_banna & they do fail, frequently
- 147. @hannah_bo_banna in my experience, quizzes or games that allow people to find out something about themselves in a reasonably legitimate way have a better chance of success
- 148. @hannah_bo_banna but it’s worth noting that even quizzes & games which are widely played & shared don’t always get much coverage
- 151. over 50 LRDs to date
- 153. it’s been turned into a fan-made-mod for The Sims
- 154. @hannah_bo_banna people have been calling our office trying to BUY the posters
- 155. over 500 signatures…
- 156. @hannah_bo_banna but again, I’d exercise caution here – this sort of thing can go very badly wrong
- 157. @hannah_bo_banna so it’s nearly time for me to wrap this thing up
- 158. @hannah_bo_banna I’d like to leave you with a few thoughts
- 159. which will hopefully help you fail less often
- 161. @hannah_bo_banna study successful content & try to figure out why it worked
- 162. @hannah_bo_banna why did it resonate?
- 163. is it nostalgic?
- 164. is it polarising?
- 165. does it help you see things more clearly?
- 166. @hannah_bo_banna does it give you hope?
- 167. does it allow you to find something out about yourself?
- 168. is it related to a cause?
- 169. @hannah_bo_banna something else? (this is not an exhaustive list)
- 173. @hannah_bo_banna read what people said on social media!
- 174. @hannah_bo_banna those tools we’re all so fond of can tell us *what* was successful, but not *why*
- 175. @hannah_bo_banna knowing why is infinitely more useful
- 176. @hannah_bo_banna don’t get distracted by formats
- 177. @hannah_bo_banna a game is a format, not an idea
- 178. @hannah_bo_banna a quiz is a format, not an idea
- 179. @hannah_bo_banna an infographic is a format, not an idea
- 180. @hannah_bo_banna a video is a format, not an idea
- 181. @hannah_bo_banna people don’t share formats, they share ideas
- 182. @hannah_bo_banna & finally, when you start working on that next ‘thinger’
- 183. @hannah_bo_banna focus on making people feel something
- 184. @hannah_bo_banna *not* these things this is shallow, or this is patronising if I shared this it would say nothing good about me I don’t think this shows what you’re claiming it shows there’s nothing I can identify with here there’s nothing new or different here I’m confused – I don’t get it this isn’t something I care about this isn’t something I’ve ever wondered you’ve promised me something but haven’t delivered cool, but so what?
- 185. @hannah_bo_banna revisit this throughout the process
- 186. @hannah_bo_banna does this content make people feel any of these things? this is shallow, or this is patronising if I shared this it would say nothing good about me I don’t think this shows what you’re claiming it shows there’s nothing I can identify with here there’s nothing new or different here I’m confused – I don’t get it this isn’t something I care about this isn’t something I’ve ever wondered you’ve promised me something but haven’t delivered cool, but so what?
- 187. @hannah_bo_banna if the answer is yes, try to find a way to fix it
- 188. @hannah_bo_banna you may not be able to solve all the issues
- 189. @hannah_bo_banna but do the best that you can
- 192. @hannah_bo_banna & seek to continually evolve & improve!
- 193. @hannah_bo_banna good luck out there x
- 194. @hannah_bo_banna Hannah Smith Head of Creative Verve Search send questions and/or pictures of cats to: hannah@vervesearch.com tweet things @hannah_bo_banna
- 195. Big love to the team at Verve who helped me put this together. Images: delorean: https://en.wikipedia.org/wiki/DeLorean_time_machine rat: http://banksy.co.uk nobody likes me: http://www.iheartthestreetart.com/street-2/#lightbox[group-26481]/39/ phone lovers: http://banksy.co.uk wormhole: http://www.popsci.com/article/technology/will-wormhole-travel-ever-be-possible large hadron collider: http://thecomeback.com/tech/weasel-temporarily-shuts-down-the-large-hadron-collider.html rocket: https://pixabay.com/p-67643/?no_redirect danbo - https://www.flickr.com/photos/nomadic_lass/6889892777/in/set-72157629144987013 unicorn - http://queenofheartsonthesleeve.tumblr.com/post/58736423727/ok-not-much-but-here-it-is-3 Credits