The Psychology of Sharing Understanding Blogability Mel Kirk Founder, Tribal Media @melkirk OMNLDN 2 May 2013
Jul 13, 2015
The Psychology of Sharing
Understanding
Blogability
Mel Kirk
Founder, Tribal Media@melkirk
OMNLDN2 May 2013
Consumers live in a world bombarded by advertising, they no longer know who to trust.
Word of mouth recommendations have never been more important.
Authenticity means everything.
Online influencers offer the ultimate in word of mouth recommendations - with established, trusting and engaged communities.
When carefully selected, online influencers can tell your stories for you, in a way they know will have impact with their audiences.
BASICS
We don’t want or NEED
Exposure.
We won’t be GRATEFUL
they’re being approached
by a big brand.
We aren’t BOTHEREDthat you’ve taken the time to write a guest post for us…
With every other word linking through to your product.
We probably DON’T CARE that your next payrise depends on the success of the campaign.
We’re a pretty unforgiving bunch…
Especially when we know you’re a big brand with big budgets but you want us to work for free…
SO WHY?
Community.
Community.
Social Status.
Community.
Social Status.
Life-enhancing Experiences.
SOCIAL
CAPITAL
Social capital = trust = reputation*
Connections both strong and weak
influence access to resources and
more connections.
*This is transferrable… aka GOLD.
Good reputation
Trust them
Listen to their advice
The GOOD
STUFF
• Content relevant to their audience
• Co-Creation
• Building relationships
• Research
MASTER CLEVER
TECHNIQUES
The RESULT
THANK YOUMel Kirk
www.tribalmedia.co.uk@melkirk | @tribal_media
OMNLDN2 May 2013