How to Create Highly-Sharable Content - if in doubt think fluffy bunnies!

We all want someone to 'share' or even just 'like' our social media posts. But what is the key to creating content that others will engage with and share?

The following four points will provide a guide to delivering highly sharable content.

1. If your content is not relevant to your audience there is little or no reason for posting it. Having said this however, there are exceptions to the rule (please refer to point 4).
2. With such a cluttered and crowded social landscape it is important to offer your audience something new, different and therefore interesting. By providing something unique and never seen before, you will become a thought leader within your category, encouraging others to look up to you, seeing you as a source of new and insightful information. 
3. If something is not of interest, why would I want to share it with all my friend. Everyone is trying to portray a certain personality and image, the material that we share provides an extension to how others perceive us. If your content is not of interest to you, chances are it won't be of interest to anyone else, thus no one will want to share it with their friends and followers. 
4. If in doubt use kittens and fluffy bunnies! The most highly shared online content are home videos of small animals generally looking and being cute. We can all relate to a fluffy bunny, I mean you have to be a pretty soulless individual to not find bunnies cute!

A great example of how you can deliver highly-sharable content using all of the above four points in the Ibis hotels advert.

• It is relevant as everyone has stayed in a hotel before and experienced both good and not so good bed comfort. 

• It is unique, when have you ever seen a group of bunnies hopping around a hotel room and falling asleep on a bed in a huddle in the centre? 

• It is interesting, as it is actually a very good delivery of a brand message. Optimally, who isn't interested in staying at a hotel that has beds so comfy it would attract fluffy bunnies from all across the county to have a nap on! 

• Finally, the fluffy bunnies make this ad so fantastic. Even if the three previous points don't actually apply to you, we all love a cute little fluffy bunny, there is no denying that! 

Gemma_Clarkson

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Content is the Key

As consumers we are bombarded with advertising and marketing messages every single day, countless times. Have we reached saturation point? I know that I am overwhelmed by the sheer mass of messages I encounter each day.

We live in a world constantly overflowing with information, shouting SELL, SELL, SELL, all at the same time. With this constant "noise" and competition to be shouting the loudest, is it really worth entering into a shouting match? 

Shouldn't we start doing something different, a little left of centre? I am a strong believer that nothing will change unless you start doing something differently.

At this point, I feel that the element that is differentiating the "clever brands" from others is the successful use of content marketing. 

Content marketing takes the essence of traditional marketing and applies an intimate edge. By delivering your brands message through a medium your target audience are communicating or searching for their daily information fix, as well as providing them with material that will add value and richness to their lives, then you are onto a winner. 

In order to deliver successful content marketing you must stick to these simple points: 

• Find the appropriate medium for delivering your message. You must make sure you are delivering your content through the appropriate platforms and outlets that your target audience are viewing as well as naturally feel comfortable engaging with. 
• Informative content that adds value to your consumer. If your audience do not feel that your content is adding value and providing them with information they are hungry for, there is no point in putting it out there. 
• Maintain a consistent flow of content. We are now a special breed of "information-junkies", always hungry to learn and take on new and interesting knowledge. You must maintain a constant and persistent level of content production to fuel this desire. Supply your audience with the information they require at the rate they demand it. 

When thinking about the way in which algorithms are constantly influencing marketing communications, I feel that the introduction and increasing popularity of content marketing has been relatively unaffected by algorithms. 

The depth and personality that makes content marketing the next and superior frontier for the world of communications, is the very thing that prevents algorithmic influence. 

Until algorithms have been designed to have the complexity of a human personality, they will fall short of being able to provide effective content marketing solutions. 

@Gemma_Clarkson

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'Upgradia!'

I thought I was above this culture I had noticed to constantly need to upgrade every element of my life for faster, better and snazzier electronic appliances.
However, just yesterday I crumbled under the glittering and glistening pressure of the absolutely beautiful iPhone 5S, I know I'm a bit late on the uptake, however I gave in!

As it is the first of the month, I have done my usual trendwatching.com search to see what this month's trend briefing has to offer.

This month is all about UPGRADIA, which I thought was a very topical subject seeing as just a few days previous I had given into our overbearing 'upgrade' culture and indulged myself in the latest (and most beautiful) iPhone.

The trendwatching.com briefing sets out a very thorough the following definition:

UPGRADIA: Driven by consumers' thirst for quicker, more seamless access to the new (in ways that are cheaper, more sustainable and more participatory) and facilitated by emerging technologies, the constant stream of upgrades and iterations typical of the digital ecosystem is coming to the world of physical objects.

So, what is driving this trend?

Well, according the researchers at trendwatching.com there are three central driving forces that are to play in the concept of 'Upgradia':

1. Infinate Newism 
As a people we are constantly searching for newer and better things. Our digitally saturated lives make it almost impossible to avoid the pace and rate of change all aspects of our lives are taking. Products are evolving at an incredible rate, you only have to look at Apple to see this perfectly illustrated, with a newer, better, sleeker version of each of their products every quarter or so!

2. More for Less
As humans we have an ingrained desire and demand get get more things for less money. The concept of Upgradia results in this desire being fulfilled, with us demanding more for our money and an ever growing pace.

3. Hacker Chic 
There is an element of Upgradia that reflects our desire to become closer and more hand-on with the products and technologies we consume. The recent wide spread phenomenon of 3D printing is testament to this specific element. In providing consumers with the ability to upgrade as and when it suits them, is the ultimate Upgradia manifestation.

So, what is next for the Upgradia culture we find ourselves in? Is there a limit to Upgradia? Or are we in a constantly demanding and exponentially expanding state of Upgradia?

@Gemma_Clarkson

Google+

Algorithms vs. Human Interaction

As discussed in my previous post, 'You Must Keep up with your Consumers Online: Three Need to Know Tips!', it is now fundamental for large consumer facing organisations to be online and amongst the online conversations happening between their target audience and consumer groups.

When thinking about this paramount requirement to be online and amongst the online conversations our consumers are having, it presents the question to me, who would be more efficient when it comes to engagement and interaction with online conversations? a human or an algorithm?

When considering the questions there were a 5 factors I thought would be useful to assess in the analysis as to whether humans or algorithms would be most efficient at performing this task.

1. Speed
There is no doubt that algorithms are faster and more efficient that humans. For this speed aspect, algorithms would win hands down. With speed being such a significant quality and factor when considering online activity and the pace of change that is involved in the online world.

2. 24/7
Again, unlike humans, algorithms do not require sleep or even coffee breaks. Therefore, it is no surprise that algorithms would again win hands down. as previously discussed, the need to be online 24/7 is extremely important, especially for global organisations with consumers residing across the world, therefore being online 24/7.

3. Consistency
In order to portray a consistent and succinct brand image and personality, it is extremely important to provide consistent online interactions between your brand and your consumers. There are arguments that the uniform response an algorithm is able to provide, could maintain this consistency your brand demands. However, there is another school of thought that the use of a human can monitor and make sure all responses are within brand guidelines and using the brand's tone of voice.

4. Accuracy
Again, the accuracy and minimisation of error in interactions can again be a difficult toss up between humans and algorithms. There is a degree of human error, through spelling etc. and there is also the risk that something falls through the net with an algorithm, at the end of the day, neither are perfect and are unable to be 100% accurate.

5. Personality
In part, relating to the point on consistency, humans are able to provide personality and the advantage of a unique and personalised interaction every time there is a consumer and brand interaction. There is no doubt that algorithms are not yet able to provide the personal and unique touch of a human.

So, are our jobs safe from the overhaul of algorithmic ruling? In short, I think for now, yes. However the consistent and persistent development of sophisticated algorithms means that our jobs and unique human qualities could be at risk of losing out to the algorithm!

@Gemma_Clarkson

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You Must Keep up with your Consumers Online: Three Need to Know Tips!

A massive 73% of adults in the UK accessed the Internet every single day in 2013. A further 82% of these UK Internet users performed purchases online, outlined by Office of National Statistics. 

With internet usage set to increase exponentially and retailers moving further away from their physical stores and online, there is desperate demand to act NOW and get in front of your consumers in the online world. 

My previous post discussed the increasing urgency and demand for speed within the online world and the every growing need for speed online.

Below are three vital tips to keep up to speed with your consumers online: 

1. Be in the Right Places: 

It is all well saying 'We're online!', however if you're not in the right places online then your efforts are almost all wasted. You must perform detailed research into your target audience's online behaviours. Where are they talking? Who are they talking to? What are they talking about? When are they online? Once you have answered these questions you will have a better idea as to how to be in the right place and get amongst the conversation between your target audience.

2. 24/7 Online Support: 

I am a strong believer that there is no 'down-time' in online activity. Instead the deciding factor is how consumer centric your brand or organisation are. If you are a large, global consumer facing brand, the need to be online 24/7 is vitally important. As previously discussed, the need to be at your consumer's every beckon call with urgency and precision is paramount. 

3. Seamless Connection between On & Off-line:

It is all well and good saying that everyone is online and you need to be there in order to succeed. However, as the initial statistics disclose, NOT all of us are online and certainly NOT all of us are making every single purchase decision online. So, a happy medium needs to be adopted, again steaming back to really having an understanding of your target audience's online and offline behaviour. Once you have established this solid research base, and like the majority of brands and organisation, you have both on and offline audiences, there needs to be consistency and a seamless approach to marketing and communication efforts. As a consumer myself I admire the ability to swap and change between on and offline, ordering online but going into the store to pick items up from real people, Tesco have this mastered with the Click & Collect initiative. 

The above points lead me back to the close of my previous post. Could all three points be better executed by an algorithm? 

Algorithms could address the 'Where?' question, but means of assessing and sorting through masses of user's online behaviours. 
Algorithms could most defiantly provide 24/7 support online, they do not require rest or sleep or a cup of tea every hour, like us humans! 

However, the personal touch that is brought through with the use of real people in real time, can this be replicated using algorithms? 

If is a very interesting debate, one that formed one of the original questions that lead me to the construction of this blog. 

In my next post I will aim to tackle this question more directly, Can algorithms provide a genuine substitute for real human interaction and marketing as we know it today? 

@Gemma_Clarkson

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The Need for Speed in the Online World

Like everything in life, we want things bigger, faster, lighter, slimmer, and just generally BETTER.
In this post I will be discussing the FASTER aspect of our human demands.

The same is true about the majority of processes we undertake in our everyday lives, things are generally better if they are done more efficiently, and ideally finished yesterday! 

From cars to dinner and from shopping to weight loss, things are just better if they’re done with haste.

Processes that were once enjoyed at great length, like going on a weekend shopping trip, are long gone. This is now far too time consuming and pointless. Instead of spending hours debating what to buy little Timmy for Christmas as you scale every shelf in Hamleys, decisions are made in breakneck speed at the click of one button. And before you know it, your item is being flown to you via a small computer controlled drone (it’s destination and route probably determined by an algorithm) direct to your doorstep within minutes. This isn’t so unbelievable, Amazon are already there with Prime Air! 

Our need for speed has never been so urgent. With technology speeding up every single process we perform; it is now, more than ever before, paramount that we keep up.

As suggested in my previous post, algorithms act as a catalyst to the majority of processes. 

Using an example of how algorithms have acted as a catalyst for an everyday process, I will use the example of searching for a restaurant in London. 
Before Google, I would have probably asked a few of my friends if they could request anywhere or keep my eye out in the Metro for any good reviews.
Today, in my Google dominated world, searching for the latest restaurant that will cater for sophisticated dietary needs as well as my culinary preferences, has never been easier. Through a simple statement entered into Google, 'Newly opened restaurants in London, suitable for celiacs, serving Asian and Italian infusion.' This statement generated a mass of potential results, 1,320,000 to be exact! 

But how will algorithms continue to make this process even faster and more seamless? I feel that this process could be tapped into more effectively by organisations, in this example restaurants. 

As consumers we are now asking questions to our our peers, or anyone who will listen, via Twitter. 
I envisage the creation of algorithms that scour the Twitter-sphere searching for questions such as, 'Need to find a newly opened restaurant in London! Any ideas?', once these questions or statement have been identified, the algorithm will then assess the individual user's profile as well as the material they have shared to date, following the gathering of all this vital information that will then be able to feedback to the user with a suggested restaurant that will specifically cater to their very personal needs, wants and desires. as well as informations and offers relevant to that specific consumer.  

Many organisations have large teams of social media support staff dedicated to monitoring social conversations to locate these specific mentions that will aid in their marketing efforts, similar to that of the previously outlined process. However, the manually operated human process takes a large amount of time, dedication and resource. 

So, in answer to my concerns and questions around how algorithms are threatening our jobs and some of the processes that are executed by humans, could be achieved FASTER and more efficiently through the use of specific algorithms. 

So, will this bold suggestion be actualised in our ever growing and all encompassing demand for faster results and our very NOW culture? 

Stay tuned for more Algo-Marketing musings from me! My next post will host some key suggestions on how you can keep up with your all important consumers online. 

@Gemma_Clarkson