Is this blog post worth sharing?

24 Nov

One of the first values we teach our kids is the importance of sharing.

Now adults are learning that lesson all over again through social content. Any marketing you put on the Internet these days has to be designed not just to be viewed, but to be shared.

Since shared content comes from, theoretically, people you know and like, the engagement level with that content goes way up. Which is precisely what businesses want.

I came across this dead-on article by Dan Greenberg on today, which expresses what I wanted to blog about far more compellingly than I can.

It touches on several critical points for creating buzz online: the authenticity of shared content that pushed content can never match; the need to target key influencers as catalysts in the process.

It’s an excellent read. Thought I’d share it.


7 Responses to “Is this blog post worth sharing?”

  1. margriet aasman November 24, 2010 at 10:26 am #

    I read the article. Thanks for pointing us to it Doug. The creative challenge is to create content ‘designed for sharing.’ Also good to keep in mind, the key influencers you need to target are fairly simple… “everyone is an influencer in their own right. Successful brands don’t just target celebrities and mass-sharers; they target the individuals who share content authentically with their friends.”

  2. amy joseph November 24, 2010 at 10:40 am #

    Great article. And when you click through to the author’s website, you see exactly what he means. His co. creates short films you can’t help but engage with and want to share. They’re unchained by the 30 or 15 second spot and somehow the advertiser takes a back seat until all the story telling is done.

  3. variedthinking November 24, 2010 at 10:45 am #

    So how does Copeland Communications see themselves doing this since they are an ad agency (no you don’t have to give away your company’s strategies)?

  4. dougbrowncreative November 24, 2010 at 12:25 pm #

    > Margriet, I like Dan’s emphasis on authenticity. Mavens aren’t necessarily people who have a million disciples: rather the people they are connected with hold them in very high regard. Which in turn encourages more sharing of the content.

    > That’s a great observation Amy. He’s practicing what he preaches. It’s still a challenge, as you know, to get businesses to allow the story-telling to happen without throwing a branding elbow in your ribs the entire way.

    > Variedthinking, we begin by focusing on what we know of the consumer and derive behavioural insights from that. Then we create content that takes advantage of those insights. It’s not about finding clever ways of pushing messages anymore.

  5. Lindsey Maloney November 25, 2010 at 12:02 pm #

    I like that quote, “I’ll Have What She’s Having Entertainment.” Your newest blog on Darkcasting really is a perfect example of this.

    In many aspects of our lives, in times of uncertainty we look to our friends for recommendations of what to do, like, or in this case watch. A bad post is like playschool all over again, and no one wants to play with you.

    The article you posted above was truly a great read. For me, the best point in the article was, “if your message helps your audience define their personality to their friends — whether it’s a reflection of their humor, tech savvy or popularity — and is something people want to align themselves with, they will also share it. ” People are funny creatures, we want to express ourselves through sharing material we think is cleaver or interesting, but also need (at times) to feel our peers will share our views. Who wants to spend their time watching a video few others spent the time to watch when there are so many other great videos out there? And who wants to share a video that no one thought it was good enough to watch?

  6. dougbrowncreative November 25, 2010 at 12:07 pm #

    Good point Lindsey. That’s the problem with the Lexus stuff in the Darkcasting post. Why would anyone share those? Makes the whole premise feel quite empty, like a tree falling the forest.

    I thought “I’ll have what she’s having” was pretty damn clever too.

  7. designingrenee November 25, 2010 at 1:43 pm #

    I knew I’d like this article right from the opening: “The Internet has evolved from a web of sites to a web of people.” The Internet is many things, of course, but at the end of the day I always conclude that ultimately, people just want to be connected. If I’ve ever been freaked out by the media or advertising, I’ve been able to swing back to that view.

    I’m glad, too, that “it’s not about finding clever ways of pushing messages anymore.” In recent years, I’ve found myself wanting to really, really filter and think critically about the advertising that I’m, for lack of a better term, subjected to. There’s a school of though that pretty much all advertising is evil, subversive, and manipulative. I don’t want to walk around feeling that way. It’s just people sharing messages. And there are so many messages to share now. Our world is infinitely more complicated now than it was back when we were carving drawings on cave walls.

    How do we find the balance between maintaining independent thinking, while constantly sharing experiences through the media? There’s got to be a way.

    I too like Dan’s emphasis on authenticity. Deep down, when we know something’s real, we can find it, and we can respond to it appropriately. Whatever it is.

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