Tricks of the trade

5 things every NFP needs to think about...

· Tricks of the trade · , ,

This article by Caroline Catterall originally appeared on Pro Bono Australia.

According to JBWere’s Cause Report (2016), there are more than 56,894 NFP organisations in Australia. That’s one NFP for every 422 individuals with around 10 new charities being established every business day.  Each is vying for attention and in most cases, the disposable income of businesses and consumers.  So how do you cut through in a cluttered market? Here are five reasons NFP’s need to think about content marketing.

1. PR may not be your silver bullet

A lot of NFPs turn to PR as their first port-of-call for raising awareness and ‘getting their story out there,’ and for good reason.  PR is comparatively inexpensive when compared to other forms of marketing, and can be an incredibly effective way of building empathy and an emotional connection with your audience.  The truth is when PR works, it works well.  The impact a well-positioned, on-message piece of editorial can deliver is second to none.  But what happens when you run out of news, want to deliver a more commercial message, or want complete control over the timing and delivery of your message?

2. You’ve hit the point of diminishing returns

Some NFPs will reach a point in their communications lifecycle where they hit the point of diminishing returns with PR. The first headline published about the brand was powerful and exciting, it brought the NFP to the surface of consumers’ awareness and created substantial value for the organisation. As you continue to flex the PR muscle however, the results can start to become less substantial. This can happen for a number of reasons. While it’s sometimes possible to ‘refresh’ a PR program and come up with new angles the media is more interested in, an NFP’s objectives might not always line up with the media’s agenda and this can throw your message off-track.  That’s why we advocate a combined earned and owned strategy, that combines PR with brand publishing and content marketing, to allow NFP clients to be more in control of their communications.

NFPs need content marketing - source https://personalexcellence.co/blog/law-of-diminishing-returns/

3. Keep two-hands on the wheel

A well-balanced ratio to keep in mind is 40/60.  For an emerging NFP that needs to sustain its profile but must also think and act commercially, we recommend 40% of the total budget be dedicated to earned media, and the remaining 60% to content creation and marketing.  Owned content can be used, reused, dressed up, broken into bite size pieces and circulated year-round. Through our work with Red Nose (formerly SIDS & Kids), we developed a suite of owned content assets that turned into an award-winning campaign. The content was pushed out via a public relations campaign, hosted on their website, used in eDMs, leveraged extensively across their social channels and broadcast for a number of months as a community service announcement.

4. It is a ‘must-have’ in your budget

Content is no longer a nice addition if you happen to have extra budget, it’s a highly consumed information source. Russell Sparkman of FusionSpark Media says that “non-profits have to make budgeting for content a priority when creating their budgets; the reality of the world we live in today is that content for advancing non-profit goals is as essential as oxygen is to breathing. It can’t be an afterthought or a task relegated to the when-we-can-afford-it shelf.”  According to Forbes, global Internet traffic from videos will make up 80% of all Internet traffic by 2019 and four times as many consumers would prefer to watch a video about a product or offering than read about it.

5. Be your own biggest advocate

But of course, there’s no point serving up your own content if it’s not going to hit the intended audience or get a reach that justifies the cost of producing it.  That’s why brands need to become their own publishers and start to look at their digital assets – namely their core website and any microsites – as vehicles to drive traffic, and social media platforms as the way to rally and recruit an audience, alongside SEO and search marketing.  Your social channels have the potential to reach prospective donors and advocate in the same way a media headline does.  Even better, combine the two with SEO and you might just find that silver bullet you were looking for.

Find out more about our work with not-for-profits across Australia, including St John AmbulanceRed Nose and Wesley Mission Victoria, or get in contact to see how we could work with your brand.

Is all publicity good publicity?

· Tricks of the trade · , ,

Brand management in a crisis.

If your brand has ever had a difficult run-in with the media, it’s hard to take an organisation seriously when they claim “there is no such thing as bad publicity”. Particularly when dealt with the wrong way, an organisation can receive terrible publicity that can have a detrimental impact on the brand and business.

The good, the bad and the ugly.

In the age of social media, bad news travels fast. A brand’s first response will always be the one people remember, and if this comes from a place of frazzled urgency, you can find yourself in strife. United Airlines received more bad publicity than it could have bargained for this year, but it was the initial justification for its actions that truly disgruntled the public.

On April 9th 2017, a passenger was forcibly dragged from an overbooked United Airlines flight after refusing to forfeit his seat for a staff member, losing his front teeth and becoming bloodied in the scuffle. This letter to United staff was released on the day of the incident:

“This situation was unfortunately compounded when one of the passengers we politely asked to deplane refused and it became necessary to contact Chicago Aviation Security Officers to help,” United CEO Oscar Munoz wrote. “Our employees followed established procedures for dealing with situations like this. While I deeply regret this situation arose, I also emphatically stand behind all of you, and I want to commend you for continuing to go above and beyond to ensure we fly right.”

It only took a day for the second letter to be released which refuted the actions taken and provided the deepest apologies to the passenger that was forcibly removed from the plane. Unfortunately, this was too little too late – the damage had been done.

bad publicity for united airlines makes headlines

A diamond in the rough.

It’s important to remember that it is possible to come back from condemnation. In late 2015, Airbnb came under fire with bad publicity when research revealing customers with “distinctively African-American names are 16% less likely to be accepted relative to identical guests with distinctively White names.” That data was only compounded by reports on social media from travellers who experienced that discrimination first-hand, as well as a lawsuit over such actions.

Acting as the true hero the brand seeks to portray, its CEO released this letter which took a profound stance on the issue:

Bias and discrimination have no place on Airbnb, and we have zero tolerance for them. Unfortunately, we have been slow to address these problems, and for this I am sorry. I take responsibility for any pain or frustration this has caused members of our community. We will not only make this right; we will work to set an example that other companies can follow.

And indeed it has. This branded indiscretion has resulted in Airbnb taking a stand against not only racial discrimination, but becoming a vocal advocate for marriage equality also.

Airbnb turning bad publicity into advocacy

Sorry shouldn’t be the hardest word.

To be clear, brands will always be vulnerable to bad publicity, but mastering your rise from the ashes could be what saves your name (and your neck). As Airbnb so humbly showed, admitting to your mistakes and apologising is a good start if there are no legal implications.

So, what can you do to prevent hordes of villagers chasing you with pitchforks?

Test potential scenarios and put your plan in writing. Pick your spokespeople, your channels and your approach, and review your plan regularly to ensure it’s up to date. This may seem menial, but when your team is in shock about the meteor coming their way, you’ll be glad to have something that was prepared on a calmer, sunnier day. Acknowledge the situation, apologise to the effected parties, state your values and outline your plan of attack moving forward.

Bad publicity doesn’t have to have the last word. Who knows, you may just come out better for it in the end.

Find out more about our work with consumer brands and corporate clients across Australia, or get in contact to see how we could work with your brand.

Embracing industry change

· Tricks of the trade · , ,

Top tips for the Retail Industry.

No matter what industry you work in, it’s likely you’re witnessing the impact that advances in technology have on your workplace, whether it’s on the way you work, the tools you work with, or the way you interact with your customers.

With each year that passes, businesses around the globe see their trajectories alter and even change course as they battle to keep up with the rapid development of technology and altering customer expectations. What was once the newest ‘must-have’ innovation becomes the expected standard, and something new takes its place.

The retail industry is no stranger to this pattern. With over a decade of experience in providing PR support to the retail and FMCG industries, our agency has seen first-hand how retail is being revolutionised by advances in tech and innovation. Today, consumers’ expectations of service are greater than ever.

Whether you’re comfortable with change or not, it’s an inevitable part of doing business. It keeps things fresh, but it’s also how you continue to learn, grow and ultimately, how you remain successful.

keep-left-anchor-milk-launch-b

Here are my top three reasons for why those in the retail industry should embrace change.

It challenges the status quo:

One of our core values as an agency is to push boundaries. Don’t be afraid to ask the question ‘why?’. That one word could lead to new ideas that may change the way you do business and measure your success, as well as impact your bottom line.

The rising trend of ‘retailtainment’ is case in point. Australian retailer General Pants has introduced interactive kiosks to their stores, giving consumers the chance to browse staff picks, add to the instore music playlist or even ask shoppers nationally for their opinions on pieces of clothing in real-time. Retailtainment takes into consideration the fact that shoppers are looking for more than something to spend their money on: they’re looking for an experience, and the experience you provide will be what sets you apart from your competitors.

This notion isn’t just limited to retail; the FMCG industry is a playground for those looking for innovative ways to refresh the customer experience. For example, we worked with Anchor Milk on a project which challenged the notion that ‘milk is milk’. By demonstrating how Anchor Milk’s product is made and educating consumers about why they should care about how their milk is made, consumers weren’t just buying the brand, they were experiencing it.

It forces you to adapt and remain relevant:

The truth is your business may be plodding along just fine with the same-old marketing strategy that keeps it afloat year on year. But with the retail landscape being disrupted by digital and technology at such a rapid rate, you need to adapt to change or risk stagnating and becoming irrelevant.

Omni-channel marketing is now the standard. Consumers expect retailers to have a digital presence and those who don’t are likely to lose customers to the convenience of their competitor’s offering. Over March, Melbourne’s fashion scene witnessed “Shop the Runway” at the Virgin Australia Melbourne Fashion Festival (VAMFF), where consumers could instantly purchase the items they had just seen on the runway through VAMFF’s website and social channels. And the FMCG industry isn’t missing out on the action either. Fast-food company Dominos has integrated an ordering system into its Facebook page to reach consumers on the platform where they’re spending most of their time.

It brings opportunity:

The atmosphere of change can reinvigorate your staff and your business strategy if you’re up for the challenge. Be open to new technologies that can change the way you operate.

Today we have the incredible ability to take a close look at the digital footprint of our consumers. We have answers to the questions we always wanted to know about who our customers are, where they are and how they shop. With such a vast amount of data at our fingertips, there’s no excuse not to tailor your offering to suit their needs.

By that, I don’t mean personalising a mass marketing email with their name, but exploring how new technologies such as Artificial Intelligence can propel your business ahead of your competition. For example, you could use AI to automate key areas of your work, such as restocking, enabling you to consider factors such as the weather, purchase rates and consumer behaviour when predicting your stock needs. Powerful stuff!

Remember, everything changes. But change is exciting: when we change, we adapt and move forward. I’m definitely looking forward to seeing how the retail industry grows and adapts to meet the new challenges 2017 presents.

Find out more about our work with consumer brands and corporate clients across Australia, or get in contact to see how we could work with your brand.

Tech & Comms at Talk55

· Tricks of the trade · , ,

Keep Left’s Tim Lele, Account Director for the corporate and tech PR teams, presented at IABC Victoria’s Talk55 event this week. Here are some of the key insights he presented on how the CIO can be a comms leader’s best asset.

Talk55 event banner - tech talk

Back to the future

Look at any daily newspaper today, and you will see that technology underpins many of our most important stories. It impacts every business, government or not for profit in some way. This can be seen in the national debates over Australia’s energy future. Old coal fired power plants are out – and Tesla’s new high-tech battery farms are in. In the business pages, almost every article is about Aussie innovation, start-ups and disruption.

We have a fascination with the future and that’s why I believe technology stories are so powerful in the comms landscape. Rather than looking back at what has happened, tech gives us an opportunity to provide a vision for a better tomorrow and puts brands front and centre. This is why communicators need to be in tune with the CIO and technologists in their organisations. But unfortunately, not enough comms people engage with the tech boffins in their business, allowing incredible media opportunities to pass them by as a result.

Talking the tech talk

As comms people, our aim is to eliminate all acronyms and technical jargon. CIOs, CTOs, and IT people on the other hand are often the most engrossed in the language of tech. They’re used to speaking in jargon that can be bamboozle comms pros and is altogether too complex for customers, media and stakeholders.

As with any complex topic, it’s important to ask “how would you explain this to a seven-year-old?” The key from our side is to understand just enough of this jargon that it can be translated into messages that media, consumers and stakeholders will understand.  Not only for the sake of proactive media, but also because some of the biggest issues and crisis risks for a business today can come from technology in the form of data breaches or major outages. This is when you need clear and simple language; and where the power of a well-trained spokesperson comes in.

DIY Thought Leader

Finding a tech spokesperson that media will love can be a difficult task. They need to know their company, offering and industry back to front; have a strong and informed opinion on current issues; and, most importantly, be able to communicate complexity in a simple way.

If you don’t have a person that meets these criteria, then you need to create one. Even if they are nowhere near media ready, find someone with passion in their voice about technology and the difference it can make for the industry and consumers. Media training can always be taught, but that initial spark is the thing that will make their insights electric.

As a takeaway, I have three pieces of advice for you:

Firstly, embrace technology as a story telling opportunity. Whether you like it or not technology is impacting every organisation – so take advantage of it.

Secondly, educate yourself as best you can in the language of technology.

And finally, if you can’t put your hand on heart say that you know who the CIO and technical experts are in your organisation, then find out. With a little bit of coaching, you might develop a new thought leader or reliable spokesperson in times of crisis.

Find out more about our work with corporate and technology clients or get in contact to see what we can do for your business.

10 Tips for a Killer Media Performance

· Tricks of the trade · , , ,

Speaking to the media can be a daunting experience. Preparation is key and we take a very specific approach to getting our clients media-ready at Keep Left.  As no one likes ‘bad talent,’ we thought we’d share our top tips for a killer media performance.  What else have you found works?

  1. An interview it not a normal conversation: You wouldn’t repeat yourself in a normal conversation.  It’s okay to repeat yourself in an interview.
  2. In fact, repetition is good: Know your top 3 key messages and make sure you get these in early, as an interview can go very fast once it’s started.
  3. Practise your elevator pitch: The broadest questions are often the hardest to answer but on the positive, it gives you the opportunity to communicate your elevator pitch, so it’s worth practising.
  4. Remember your audience: Know the audience the journalist is reporting for and tailor your responses accordingly.
  5. Put yourself in the shoes of a journalist: A journalist is looking for a story that will inform, educate and entertain their audience.
  6. Find a bridge: The trick to a successful interview is to find a bridge between what you want to say (company message) and what the journalist wants to hear (the angle / what’s in the public interest).
  7. It’s okay to not know the answer: If you don’t know, just say so and we can circle back with the journalist after the interview.
  8. Stand up for phone interviews: This expends the diaphragm and allows for better projection.  Especially important for radio interviews.
  9. Bridging statements: If you get cornered with a question you don’t want to answer, use bridging statement to navigate your way out i.e.:  “That’s an interesting question, but what I’m here to talk to you about today is…” or “I see your point, however the interesting thing here really is…”
  10. Feel free to ask the journalist questions too: We’re all consumers at the end of the day, so feel free to ask a few questions back.

Tech Pitch – Influencer Marketing

· Campaigns, Tricks of the trade · , , , , ,

The power of a good Instagram or Facebook post – that hits the right audience, with the right message, at the right time – can be transformative for brands and campaigns as part of an integrated public relations campaign.  As part of our Tech Series, we’re shining the light on influencer marketing platform Hypetap this month, which we’ve been trialling with a few clients.  They also just got a nice mention in The Age’s small business section.  Meet Detch and Nik from Hypetap.

How franchise brands can get more value from social media

· Tricks of the trade

In 2015, it’s no longer about whether or not your brand has a social media presence; it’s about whether you are making the most of that presence to grow your business.

There’s a staggering 13 million active Facebook users in Australia, LinkedIn has more than 5 million while 2.8 million Tweet. Businesses continue to make up an increasing number of these profiles.

The reality is, even if you don’t have a Twitter, Facebook or LinkedIn profile, your customers, competitors and peers are likely already talking about you there – both the good and the bad. It’s simply a matter of whether you are prepared to join those conversations and influence your stakeholders, or else lose the engagement opportunity all together.

So how can you get more value from social media and take your franchise to the next level? Here’s my top four tips:

1.       Develop a clear strategy

It seems obvious, but you need to think about social media the way you would any other professional marketing or communications tool. Too many businesses simply decide to set up a Facebook page and share a few updates and images and then get frustrated when the likes don’t come flooding in.

A social media strategy needs to map your target audiences, research what social media platforms your market is active in, and develop an effective social media content plan through which to engage with them.

2.       Create content plans

Next you need to decide the content pillars that will make up the majority of your posts and map them out over a month or week to develop a content schedule. Whether its images of healthy food, the latest economic figures or social events taking place in the local area, you need to think about the topics and themes that reflect your brand and resonate most with your target audience.

Keep Left client Endota Spa is a great example of knowing your audience and sharing original content their clients want to engage with. A scroll through the beautiful images on their Facebook and Instagram profiles and you can’t help but feel relaxed – you can almost smell the lavender oil.

3.       Professional development and networking

Social media shouldn’t only be about your brand’s presence. As a leader, your personal social media engagement can be a great advertisement for your company, while providing new networking and learning opportunities.

Our client the Franchise Council of Australia (FCA) manage a LinkedIn discussion group, which is a good place to start. With more than 400 members from a wide cross section of the Australian franchising community including franchisors, franchisees consultants and industry experts, the group is a fantastic forum for open discussion about everything franchising. Having some of the industry’s leading minds available to answer questions and share their thoughts is valuable resource.

4.       Franchise recruitment

While your brand persona on social media can help attract potential franchisees, LinkedIn is a platform where you can actively target new recruits.

A LinkedIn company Page should be the digital shopfront of your brand. It is where you can share company updates and career opportunities and gather powerful testimonials from customers and employees.

Surprisingly, very few Australian franchise brands are utilising LinkedIn company pages to their full potential. Aussie home loans and Smartline Personal Mortgage Advisers are two best practice examples.

In addition to their keyword rich and regularly updated company home page, each has a ‘Careers’ tab which includes YouTube videos showing what it is like to work for the company. They highlight referrals from franchisees and employees and advertise franchise opportunities and other corporate positions that are available.

One of the great things about social media is that it’s a true leveler. No matter how big or small your franchise is, every brand has the ability to create a strong digital presence. So take a fresh look at your social media presence and how you could be getting more value from your engagement with customers, suppliers and potential franchisees.

Tim Lele is an Account Manager at Keep Left.

How to phase-out the issues management frenzy

· Trends, Tricks of the trade · , ,

Even if you don’t have much experience in issues and crisis management, you’re probably still familiar with the basic steps involved in issues preparedness. It goes something like this: map out the possible scenarios, decide a sensible action plan for each, draft a Q&A, have a set of key messages, train your spokespeople and continuously monitor your key stakeholders and what’s happening in the media landscape in case you need to respond.

But even if you’ve followed all the rules, you have a Q&A document the size of a novel and know your key messages back to front, the reality is, when an issue arises, it still sends you into a short-term frenzy.

But why? It’s not through any fault of your own, planning helps, but each issue is different and will require a unique response.

Murphy’s law says the day an issue hits your subject matter expert is going to be on holiday, you need to find up-to-date proof points and source the answer to a really niche question that has never been posed before. And not only that, you are so busy fielding calls from media and monitoring the flood of comments on social media, that you have no time to craft a well thought through response. That’s the short term frenzy.

Then comes the ‘quick-fix’ stage – you’ve noticed a whole bunch of media coverage and tweets with factually incorrect information – you’ll need to fix this as well as proactively communicate the messages you want to get across.

It won’t be long before you regain control, in most cases this is all just a couple of hours of intense work for you and your team. But what if you could reduce this little frenzy altogether?

For those operating in issues-rich environments, the answer lies in long-term thinking.

One of our clients operates as a regulator in the forestry sector, an incredibly sensitive area ranging from the obvious environmental and ecological issues through to social and economic debates about the future of forest management and impact on our communities.

Before we began a corporate PR program for the client – involving a sustained proactive press office function – they would often get numerous passing mentions in negatively skewed stories and frequently found themselves correcting mistakes. As they’re also a complex organisation the media understandably struggled to correctly articulate the role they play.

With key messages in hand we set out on an education campaign putting the CEO in front of media, as well as third party government and not for profit influencers, to brief them on the organisation’s aim. We weren’t necessarily pitching stories, but when a stakeholder did get asked by a journalist to comment on the role of our client, or the media referenced them in articles, we had more confidence they’d get the message right. This is a long-term strategy and still an ongoing part of our program as forestry issues become more prevalent.

After just a few months the strategy started paying off – key messages were appearing left right and centre and influencers even started delivering messages for us. There were rarely factual errors and the stories became balanced.

Alongside the education campaign we also ran some proactive communications streams, focusing on the outcomes the organisation was seeking to achieve for the industry. None of this is rocket-science, but the point I’m trying to make is that many organisations treat issues as one-off occurrences rather than a long-term challenge.

While I agree scenario planning is important, what’s actually more essential is having clear key messages about the organisation and a proactive communications plan to deliver these. But most importantly – ensure you’re regularly educating key stakeholders and media on your organisation’s strategy.

At least when an issue fires up you can be sure you won’t need any quick-fixes, the media are less likely to flood your inbox because they‘re already informed and you’ll have an army of third party influencers delivering your messages for you.

Frenzy, what frenzy?

SXSW 2015: A diary

· Trends, Tricks of the trade

A big theme across the conference this year was disruption, and the challenge this creates for businesses that know they need to change but struggle with the idea of “eating themselves.”  This slide particularly resonated with me as it’s a conversation we may have to have with ourselves at some point as well as our clients.

While the learning experience was outstanding from an ideas point of view, from a logistics point of view there was a lot of schlepping across town.  I literally must have walked over this bridge 20 times.  When time didn’t permit the bike taxis were pretty handy.  It’s inconvenient but worth going to different hotels as the different streams on offer provide diversity.

The technology expo was pretty cool too.  Lots of new technologies being showcased, many of them still seeking funding.  I saw drones, lots of apps and sensors that food manufacturers can use to protect their supply chain.  This robotic limb was impressive, as was its handshake!

As you can imagine with so many influential people and brands in town there was lots of great brand activation going on.  The clear standout was Nat Geo’s promotion for their upcoming TV show ‘Life Below Zero’, starting shortly.  You could sign up to spend 20 minutes below zero in one of these tents with a series of challenges to complete to secure your quick exit.

This Bates Motel activation was pretty great too, for a new program coming up with the same name.  But perhaps this activation was so clever that people missed the point?  While this was a temporary structure set up to promote the show by giving people the opportunity to sign up to win a night in the pop-up motel, a lot of people though it was just a weird old Texan joint.  Too realistic, perhaps?

After five days of intense talks, your brain truly does hurt so it was a welcome relief when interactive finished and music & film started.  The pace changes, as does the crowd.  Essentially the geeks go home and the cool kids roll in!  I was only in town for one day of music & film but it was pretty amazing and a nice treat after the boot camp that is interactive.

My understanding is a lot of the bands perform for free hoping to secure a record deal or a gig at one of the big shows coming up around the world.  This guy from the UK was AMAZING.  Jack Barrett was his name I think…

The food is interesting.  At first it’s a novelty to be surrounded by every possible permeation of TexMex and Southern BBQ that wafts through the air from early morning (hangover food?), but pretty quickly we were searching for green vegetable and salad.  So much meat, potatoes and white bread isn’t good for you.  Oh, and the coffee is pretty terrible everywhere as well.

And check out the size of this turkey leg my husband got his paws on…  Grose.

Last but not least, one of the highlights from me was seeing the one and only Hulk Hogan give a talk about this 30 year career.  In reflecting on the fact that some of his biggest fans right now are 12 year old kids that weren’t even born when he was wrestling Andre the Giant, Hulk said, “Without the internet and social media, I’d have been forgotten.”  Not sure if that’s the case Hulk, but it’s an interesting thought?!?

Some tips for anyone planning to attend next year:

  1. You cannot ace it, don’t even try: There is too much on and it is too big.  You need to be okay with not getting to everything and if you’re not, MAJOR FOMO WILL KICK IN!  Choose the things you really want to do and be okay with everything else.
  2. Mix it up: There might be one stream that particularly speaks to you, but mix it up and try different things.  Ideas and inspiration can come from anywhere.  For me, Hulk Hogan was a must and paid off in spades.
  3. There’s a trick to getting into parties: Even if you have a Platinum Badge, that won’t guarantee you entry into all venues for all things.  It took us a few days to work it out but you need to get SXSpress passes to be able to join the VIP queues and for gigs, you’ll also need wristbands to ensure entry.  The app will let you know where to get the wristbands and then you need to HUSTLE!  It’s a case of first in best dressed.
  4. Network digitally: You can’t possibly meet everyone and hook-up can be difficult to coordinate across a big town. I found lots of value from following interesting speakers I met on Twitter.  Instantly this opened up new veins of information, ideas and connections.

SXSW 2015: Content, content everywhere

· Trends, Tricks of the trade · , , , , ,

One little word certainly packed a lot of punch at this conference and that was content. There were five solid days dedicated to discussing how to best create and distribute content, with the mix of speakers including news outlets, news wires, entertainment website and brands.

One standout was the presentation from Dao Nguyen, Publisher at BuzzFeed.

The measure of success for BuzzFeed is not just creating content that people will click on (because you can trick people into doing this), but actually creating something interesting enough that people will share it. Sharing is really the Holy Grail, but it’s not that easy.

According to Dao here are the things that people will share:

While this might all sound simple enough, predicting what’s going to get people talking is not that easy. It was discussed at length that it’s both art and science. While you absolutely need a good dose of editorial gut instinct to create great content, some analytical data to back this up is imperative too.

A good example of this is the question BuzzFeed recently asked it’s readers ‘What Colours Are This Dress?’ which went completely nuts and sparked debate across the globe. This was all art, but they have a lot of amazing ‘science’ tools to work with as well, including a social reproduction rate (R=) which predicts how popular content is going to be.

Another great presentation I attended was by Oracle and American Sports Network NBC. They talked about the challenge for brands to produce enough content, in a cost and time effective manner to meet the requirements of your audience. The explained there are three types of content and you should prioritise as follows:

So if you follow the statistics, you’re best to prioritise low effort content followed by medium and then high. I personally think the medium effort content makes a lot of sense. If you can answers the questions your customers are asking and be useful to them that sounds like a recipe to success for me.

Hope you found this useful!