Upload
delineo-advertising-agency
View
368
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Delineo's Head of Social Media Tom Mason presents to the University of Salford on why people share via social media.
Citation preview
SSMM Week 8Tom Mason, Delineo
About me
Head of Social Media at Delineo
Strategy, planning and execution of social media campaigns
@totmac
What do we share?
@totmac
What do we share?
Gossip
Opinions
News
Ideas
@totmac
Graffiti from Pompeii
The man I am having dinner with is a
barbarian.
On April 19th, I made bread.
Satura was here on September 3rd
@totmac
As a species, we have always shared
@totmac
A constant behaviour
“Our behaviour tends to stay the same…we are social beings.
To believe that technology is able to alter us is to fall into the trap of thinking that machines are alien…They reflect our needs and desires.”
David Shariatmadari
@totmac
How we would like people to use social media
@totmac
How people actually use social media
Why do we share?
Tell stories
Social currency
Practical value
Makes us emotional
@totmac
Social currency
• People share content to make them look good to other
• 40% of content is people talking about themselves
• Reinforces their identity
• Vanity
• Exclusivity
• Update friendship networks
@totmac
Social currency and marketing
@totmac
Emotion
• When we care, we share
• Emotions, not facts, invite people to share
• Proactive emotions are more likely to be shared
• Excitement, anger, pleasure vs sadness, boredom
@totmac
Emotion and marketing
@totmac
Practical value
• Altruism
• People share deals/tips
• People answer questions
• People provide knowledge for the sake of knowledge
@totmac
Practical value and marketing
@totmac
Telling Stories
• As a species, we have always told stories
• Way to communicate lessons, advice, knowledge
• We share in narratives
@totmac
Stories and marketing
@totmac
Using social media for marketing
Social media is a technology, not a strategy
@totmac
@totmac
Communicating with your audience
• What story are you going to tell them? What’s your USP?
• What content are you going to create to explain this message?
• What value are you going to add?
• What do you want them to do?
@totmac
Further reading
@totmac
Any questions?
@totmac