Why do people share (infographics)? Richard Darlington IPPR Head of #WonkComms

Marketing Professor at Warton School at the University of Pennsylvania

just 7% of ‘word of mouth’ is online psychology, not technology is what matters

it’s the message, not the messenger, that matters

The ‘framework’ (not formula) for sharing 1.Social currency 2.Triggers 3.Emotions 4.Public 5.Practical value 6.Stories

1) Social Currency ‘Knowing about cool things’ ‘Leverage game mechanics’ (AirMiles, Twitter followers, petition signatures) “Find our inner remarkability and make people feel like insiders”

Will it blend? (Blendtec) (1 min 37 secs – 17million views)

Prof Martyn Poliakoff Nottingham University (chemistry) 2Kohttps:// 2Ko (6mins – 475k views)

2) Triggers Peanut butter & ? Rum & ? Cats & ? Philadelphia cheesesteak

top of mind leads to tip of tongue

3) Emotion When we care, we share But not when we’re sad or content But when we’re aroused (angered, amused, excited)

Google: Parisian Love (search on) wU (50 seconds)

4) Public We can’t imitate something we can’t see

5) Practical value News you can use Top tips Social Currency is about the giver, but Practical Value is about the receiver

6) Stories

Never say no to Panda (cheese) kDw (4 mins)

Congratulations, you’re now Head of the Television Department #WonkComms

Infographic: single point

Infographic: summary

Infographics: linier #WonkComms

Infographics: non-linier narrative

Infographic: relative sizes

Interactive data apps

Back to sharing

Timing & #WonkComms

Reinforcing #WonkComms

Emotional + Rational = #WonkComms

Real time social media marketing The right number + Displayed in the right way + Deployed at the right time = Real time social media marketing

Why do people share (infographics)? Richard Darlington IPPR Head of #WonkComms