danny ashton - the science behind sharable content
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Linkdex Think Tank 31st October 2013 ‘Psychology Of Sharing – Uncovering The Secret Strategies That Make Us Click’TRANSCRIPT
The Science Behind Sharable ContentDanny Ashton
@dannyashton@neomammalian
Sharable content starts with an idea
ContagiousJonah Berger
The 6 STEPPS
• Social Currency• Triggers• Emotion• Practical Value• Public• Stories
Social Currency“We share things that make us look good”
Triggers“Top of mind, tip of tongue”
Emotion“When we care, we share”
Public“Built to show, built to grow”
Practical Value“News you can use”
Stories“Info travels under the guise of idle chatter”
How NeoMam Use Them
The Idea ProcessWe start with a brief
Understand the needsQ: Can you explain your niche and what you want from this content? The aims?
Q: Can you name 5 large audiences your site could benefit from? Ideal placements?
Q: Any strict guidelines? What’s the tone?
Q: What would be the absolute worst topic idea for you? No-go areas?
Q & A
The Idea ProcessNext, we contribute to an ideas dump
The Idea ProcessWe meet to discuss the ideas
The Idea ProcessWe score the ideas based on STEPPS
Infographic Case StudyPractical Value
Infographic Case Study - ResultsPractical Value
Infographic Case Study - ResultsPractical Value
100 Backlinks
25 Ref. Domains
Infographic Case StudySocial Currency
Infographic Case Study - ResultsSocial Currency
Infographic Case Study - ResultsSocial Currency
600 Backlinks
125 Ref. Domains
Infographic Case StudyTriggers
Infographic Case Study - ResultsTriggers
Infographic Case Study - ResultsTriggers
30 Ref. Domains
110 Backlinks
Thank you