Here at The Deli, we’re passionate about sharing our digital, social and video knowledge. Helping our clients navigate the digital landscape, leverage social platforms and utilise their content.
So it’s unsurprising to us that during the panel discussion on ‘Dark Social – challenging the way brands think about sharing’ at Mumbrella 360, the discussion of technology knowledge reared it’s head.
In many industries there is still a lack of understanding around technology that enables easy social sharing – with brands and agencies falling into one of three categories:
- We’re not doing it
- We need to do it
- We’re trying but not succeeding
The reasoning behind the confusion and lack of overarching brand consistency across social is resourcing.
“If you’re not setup to find intersection between what’s happening in the world, what’s going on with your brand and the content’s relevancy” says Nicole McInnes then your social content just isn’t going to deliver.
The emotional factor of social sharing
For maximum impact and amplification you need to work with an agency and/or content creator who is across all social platforms. They’ll bring the understanding of the (digital) world, you’ll bring your brand knowledge to the table and together you’ll shape the relevancy of the content you create.
The heart of any campaign needs to be shareable – you need to have a shareable message at the centre with the understanding that it is the share ability that underpins amplification.
a compound present in the body as a neurotransmitter and a precursor of other substances including adrenaline
Humans feel good when they share something because dopamine drives most of the things we do. Once shared, we set expectations on the responses which in turn creates an emotional release. At a base level it’s all about dopamine management – we need to create content which repeats experiences that trigger releases of dopamine.
“It’s almost like having your own crack factory that will keep you getting dopamine releases – thats why people keep sharing.” says Dr Peter Steidl – Neuromarketer and Principal, Neurothinking.
Targeting THEN sharing is more effective because you’re targeting when people are at the correct emotional state.
If we know the emotional state of our client, we can target them when they’re emotive with specific content that they’ll share. Because if you get your audience to take a small step, they’re more likely to take a bigger step afterwards
We don’t have all the answers but we are very curious, borderline obsessed, with talking about social sharing. Join us in the conversation: @TheDeliAgency on all social platforms!