MKT 389

VALUE, STORIES AND LONG FORM

CONTENT

TONIGHT

Go over STEPPS in detail

Refresh on first 4

Examine last two

Consider viralness as something that should be valuable and

can be planned

Activity

BERGER’S STEPPS

Social Currency

Triggers

Emotion

Public

Practical VALUE

Storytelling

SOCIAL CURRENCY

Sharing; The transactional activities that generate WOM

Not everything is shared or shareable. Depends upon factors like affinity, conversation, utility, identity, information quality

Different from social capital; Social capital is the measure of a brand or business’ ability to generate social currency (numbers of relationships)

Which car company do you think has the most social currency based upon strongest social capital in the US?

Fast food?

Clothing retailer?

Department store?

TRIGGERS

Embedded cues to remember something

Sort of like a call to action but more subtle

Top of mind tip of tongue

Many of you blogged about this

Why are triggers so fascinating?

Hump day

May the forth be with you

Pi day

Pumpkin Spice Latte

Shamrock Shake

EMOTION

Not only funny!

Whole range of emotions

When we care we share

Ones that get shared are high arousal

Funny

Awe

Disgust

Fear

PUBLIC

Content that is created to show; Mere description isn’t enough

Must be shared!

How do you achieve ‘publicness’ in online communities via social media?

Folksonomies?

PRACTICAL VALUE

Useable

Utility

Can impact our lives in positive

ways

VALUE

How do you define value?

Generally? In the context of

marketing? In the specific

context of content marketing

and social media marketing?

What role do participation and

social currency (WOM) play in

value?

VALUE

Features+Benefits/Needs=Value

Not just price (although that can be a big part of it!) All about importance, worth or usefulness.

Value is not simply stated or affirmed. It is established through sharing information in ways that resonate.

Value is created when information is shared that demonstrates how needs can be met or satisfied.

Example 1

Example 2

Example 3

STORIES

The packaging for other

elements (emotion, value,

social currency, etc) of

viralness.

What makes stories or

narratives so useful in a

marketing context?

What role do stories play in

WOM? Yelp?

STORIES AS VESSELS

FOR CONTENT

Hold content together

Make it memorable. Message

may get distorted but key

elements will ‘survive’ intact if

relevant.

Experiment!

WHAT HAPPENS WHEN

DETAILS ARE NOT RELEVANT?

Goldenpalace.com

• Tattoo

• Belly flop

• Girl named goldenpalace.com

Have any of you heard of

goldenpalace.com?!

Mercedes advertisement

Oreos advertisement

OR TOO RELEVANT?

Heart attack grill

Windows phone

Microsoft Kin

HOW DO YOU CRAFT STORIES THAT

GET RETOLD WHILE RETAINING

ESSENTIAL ELEMENTS?

Focus on getting people to talk about the ‘right’ things…not just getting them to talk!

Valuable virality. When details are embedded in stories and the story cannot be told without talking about the value centered details.

Audi

VALUABLE VIRALITY

What makes a viral campaign truly valuable?

Are the Evian babies valuable? Panda Cheese’s Panda?

Kia Hamsters? Old Spice guy? Dove Real Beauty?

Geico memes? Dos Equis’ World’s Most Interesting Man?

TOP VIRAL ADS—VALUABLE

VIRALITY?

https://www.youtube.com/watch?v=owGykVbfgUE

https://www.youtube.com/watch?v=erh2ngRZxs0

https://www.youtube.com/watch?v=dJaLU0w5Do4

https://www.youtube.com/watch?v=X21mJh6j9i4

https://www.youtube.com/watch?v=NeXMxuNNlE8

https://www.youtube.com/watch?v=ynvKWYvyCqw

https://www.youtube.com/watch?v=SrSfPdih93U

https://www.youtube.com/watch?v=N9Jco5zL06s

https://www.youtube.com/watch?v=IJNR2EpS0jw

https://www.youtube.com/watch?v=pfxB5ut-KTs&t=59

TO SUMMARIZE

Social We share stuff that makes us look good

Triggers Top of mind, so tip of tongue

Emotion When we care we share

Public Content craft to show is crafted to grow

Practical Value Information that is usable and makes our

lives better

Stories Information travels under the guise of idle

chatter

APPLY BERGER’S

STEPPS

Envision a campaign for social media content that goes viral

Apply STEPPS to one of the following cool products that no

one has ever heard of…

http://www.viralnova.com/weird-things-that-exist/

http://wonderfulengineering.com/30-innovative-products-you-did-

not-know-exist-but-are-too-awesome-to-miss/

http://www.buzzfeed.com/peggy/genius-new-products-you-had-

no-idea-existed#.vlGp2gVvR

ENVISION/CONCEPTUALIZE

VIRAL CONTENT

Story board a video that incorporates

Social currency (what conversations would be started; what

would be discussed?)

Triggers (how would you keep the product top of mind so tip

of tongue?)

Emotion (what emotions would be shared; how?)

Public (how would your content defy mere description and

necessitate sharing?)

Practical Value (what value would you convey?)

Storytelling (what’s the story all of these will be wrapped in?)

NEXT WEEK—FINAL CLASS!

Discuss fan media in relation to Berger’s STEPPS

Be prepared to show(case) your best content and

overall strategy

What do you learn about generating content that

gets shared? What would you do moving forward

with this site?

How would you change your editorial content

strategy if you were to continue with the site?