Add Value. Get Shared.

utility

We – marketers of any stripe, but especially those in the digi/social side of things – spend a lot of time talking and thinking about how to get people to share our stuff. To share it in the traditional sense of the word, water cooler moments and word of mouth, but also about how to get them to share it on their social networks, with their followers and friends etc. (Some of you will argue this is still word of mouth- one person telling another and so on and so on. I don’t disagree, but for the purpose of this post, let’s separate what you might tell a friend over coffee from what you’ll put out into the digital world.)

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ICYMI | Friday Five

5 people having summer fun

Great article on the HBR blog that reminds us to think beyond the “page.” Definitely worth a read for any person working creatively in today’s digital world.

Oh hey, the Atlantic says the secret to viral success is that there is no secret to viral success. You guys have any thoughts on that?

Fast Company released their list of the 100 Most Creative People of 2013 (even though we’re only halfway through the year…)

Hell is other people. Want to avoid them? There’s an app for that.

Thirty years ago this week Sally Ride became the first American Woman to launch into space. And it was a pretty cool time to be a nerdy little girl.

ICYMI | Friday Five

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Five things you might have missed this week.

Mary Meeker on the State of the Web. Put this slide presentation in your pocket and reference it. Often.

Brian Wong on how brands can own moments. Love the diagram.

The Spike and The Like: Matt Locke on digital attention. A must read.

GoGirl Finance will be Breaking the Taboo Around Women, Men & Money on June 13. Part of the larger S.H.E. Summit week here in New York.

Mary Tyler Moore was groundbreaking television. There’s a new book out about the women behind the show. I can’t wait to read it.

What were your favorite finds or must read articles this week? Let me know in the comments. I’d love to check them out.

Native Advertising in the Social Age

  1. Best form of content& advertising is that which is shared. Re-targeting will never be as powerful as sharing, says @jonsteinberg #SMWNative
  2. It’s not enough, any longer, to make a singular piece of content and then distribute across channels. Platforms are too evolved and consumers are too savvy. Instead, we (brands, marketers, publishers) must make sure that content is created for the specific platforms on which it will live. Over the course of Social Media Week 0 in New York, there were several panels and discussions on what we call native advertising. The key question: How do we tell stories and ensure that they make sense in the context in which they are being told? Continue reading

Everlasting

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What is it that makes something last? What is it that makes words become a story? And what makes that story become a legend? What is it that takes something beyond the moment and turns it into part of our collective culture?

What makes Tony the Tiger an icon and Katy the Kangaroo an also ran?

What made Diet Coke take off and Tab fizzle out?

What made us a adopt the red-suited Coca-Cola Santa as our symbol of Christmas?

What makes one movie stay in our collective consciousness and another be forgotten about the moment it leaves the theaters? What makes a band immortal and another a “one hit wonder”?

Branding? Advertising? Men around a big conference table, smoking Luckys and drinking Scotch? 

Magic?

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No One Shares Stuff That Sucks

Vacuum

The hot conversation in the digital space – or, better, the ongoing conversation in the digital space, we see these come in cycles – is all about how great content that tells great stories is the stuff of sharing. The magic beans that will make your brand big on the internet. It’s not a new thing – this need for great content. We just need a lot more of it, and it needs to be a lot better than it has ever been before.

Let’s be clear, you can measure and measure and measure some more, you can post at all the “right” times, you can have buy sponsored stories and promoted Tweets, but no one is going to share your stuff if it sucks.

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Quantifying the Social Experience

Galaxy

I’ve been frustrated lately, when talking to people about “social media,” by the idea that so many people still seem to view social as Facebook. Period. Maybe, if they can wrap their heads around it, as Twitter. I’ve been frustrated that so many don’t seem to recognize social as something so much bigger than how we live our lives on social networking services. Continue reading