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

CRAZY AWESOME

EXPERIENCES

MASTER CLEVER

TECHNIQUES

The RESULT

THANK YOUMel Kirk

www.tribalmedia.co.uk@melkirk | @tribal_media

OMNLDN2 May 2013