S-H-I-P-P-I-N-G Content with an Emotional Twist

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Information about S-H-I-P-P-I-N-G Content with an Emotional Twist
Education

Published on March 24, 2014

Author: madison1953

Source: slideshare.net

Description

Lesson used in MBA Social Media Marketing course on how to amplify content through emotional connections. The module shows 8 primary ways (S-H-I-P-P-I-N-G) of building these connections: S-Surprise, H-Humanize, I-Inspire, P-Passion, P-Playfulness, I-Imagery, N-Narrative and G-Generosity.

S-H-I-P-P-I-N-G Content With an Emotional Twist Dr. Jim Barry March 24, 2014

Slide 2 FROM EDUCATION TO ENTERTAINMENT From Promoting to Education • Today’s consumer demands education over promotion • They favor problem solving content over marketing messages • Content should be TALK-worthy, relevant & timely John Deere understood the value of education over promotional messages as early as 1895. His 118 year journal, The Furrow, still educates farmers on agriculture and new technology* * Source: Kate Gardiner (http://bit.ly/1b4msgJ)

Slide 3 FROM EDUCATION TO EMOTION From PROMOTION to EDUCATION to EMOTIONAL CONNECTION • Audiences looking for compelling content that meets their needs to be informed, educated, entertained or inspired • For content to be prepped for social channels, it needs to be emotionally amplified “…Anyone who tries to make a distinction between education and entertainment doesn’t know the first thing about either…” - HERBERT MARSHALL MCLUHAN Renown philosophy of communication theory * Source: Joe Pulizzi, Epic Content Marketing

Slide 4 FROM EDUCATION TO EMOTION EMOTIONAL CONNECTIONS drive more: • Engagement • Sharing • Top-of-funnel awareness • Brand recall than EDUCATIONAL content

Slide 5 S-H-I-P-P-I-N-G with EMOTIONAL TWIST S P Surprise Humanizing Inspiration Playfulness Passion Imagery Narratives Generosity Plot Trickery Bold Change Unexpected Gifts Willpower Discovery Aspiration Adoration Allegiance Compassion Brand Storytelling Visual Storytelling Mobile Stories

Slide 6 S-H-I-P-P-I-N-G with EMOTIONAL TWIST Surprise • Plot Trickery • Unexpected Gifts • Bold Change

Slide 7 Creating Emotional Connection through Surprise

Slide 8 Dare to be Different

Slide 9 SURPRISE TWIST 4 Ways to Boost Viral Video Stats with “Surprise Twists” • Plot Trickery • Conceptual Surprise • Transformation • Visual Surprise

Slide 10 COMIC DEVICES USED IN SURPRISE TWISTS 10 Conceptual Surprises Plot Trickery Transformation Visual Surprise Wrong Answer Storyline Twist Age Transformation Surprise Revelation Uneventful Conclusion Fantasy Turned Reality Magic Creature Appearance Absurd Chain Reaction Twist of Fate Body Switch Wishful Thinking

Slide 11 S-H-I-P-P-I-N-G with EMOTIONAL TWIST S P Surprise Humanizing Inspiration Playfulness Passion Imagery Narratives Generosity Plot Trickery Bold Change Unexpected Gifts Willpower Discovery Aspiration Adoration Allegiance Compassion Brand Storytelling Visual Storytelling Mobile Stories

Slide 12 S-H-I-P-P-I-N-G with EMOTIONAL TWIST Humanize • Show your brand or firm personality • Make the content Human to Human (H2H) TALK-worthy • Reveal behind-the-scenes • Empathize with the audience

Slide 13 S-H-I-P-P-I-N-G with EMOTIONAL TWIST S P Surprise Humanizing Inspiration Playfulness Passion Imagery Narratives Generosity Plot Trickery Bold Change Unexpected Gifts Willpower Discovery Aspiration Adoration Allegiance Compassion Brand Storytelling Visual Storytelling Mobile Stories

Slide 14 S-H-I-P-P-I-N-G with EMOTIONAL TWIST Inspire • Overcoming obstacles • Feeling spiritually lifted and grateful • Aspiring for better self endeavors • Pursuing dreams • Discovering talents and gifts • Eureka moments

Slide 15 DEVICES USED IN INSPIRATIONAL MOMENTS In 1975, an unknown actor and film producer shocked the world with a $225 million film that later produced five more successful sequels. In the film, a kind hearted debt collector named Rocky Balboa overcomes all odds as a prize fighter. To this date, the infamous “Gonna Fly Now” song is used by many to fuel their willpower.

Slide 16 INSPIRATION Boosting Viral Video Stats with “Inspiration” • Messages of Hope & Encouragement • No Pain, No Gain Moments • Striving for Excellence • Life Lessons

Slide 17 S-H-I-P-P-I-N-G with EMOTIONAL TWIST S P Surprise Humanizing Inspiration Playfulness Passion Imagery Narratives Generosity Plot Trickery Bold Change Unexpected Gifts Willpower Discovery Aspiration Adoration Allegiance Compassion Brand Storytelling Visual Storytelling Mobile Stories

Slide 18 S-H-I-P-P-I-N-G with EMOTIONAL TWIST Playfulness • Humor • Holiday Spirit • Participation & Gamification • Badges & Bragging Rights • Mind Exercises • Simulation Social Network Game

Slide 19 GAME PARTICIPATION Boosting Viral Video Stats with “Participation” • Completing the Message • Resolving the Problem • Following a Script The 1950′s and 60′s game show “What’s My Line” captured audiences with guessing “who” or “what.” The game featured four panelists who attempted to determine the identity or occupation of a mystery guest. To this day, it remains the longest-running U.S. prime-time television game-show.

Slide 20 DEVICES USED IN PARTICIPATION Complete Resolve Follow Along Answer the Question Correct the Flaw Play the Song Fill in the Blanks Guess Who or How Sing the Song Spell it Out Interpret the Allegory Draw the Picture Pick the Winner Validate the Contrast Watch it Build

Slide 21 DEVICES USED IN PARTICIPATION

Slide 22 PARTICIPATION – LET FANS TELL STORIES Ways to Boost Engagement with “Participation” • Embracing fans role as ambassadors • User generated content • Behind-the-scenes exclusivity • Contests • Crowdsourcing • User engagement in augmented reality Target’s College Acceptance Letters

Slide 23 PARTICIPATION WITH CONTEST BOARDS #GEInspiredME What Intel Means to You

Slide 24 S-H-I-P-P-I-N-G with EMOTIONAL TWIST S P Surprise Humanizing Inspiration Playfulness Passion Imagery Narratives Generosity Plot Trickery Bold Change Unexpected Gifts Willpower Discovery Aspiration Adoration Allegiance Compassion Brand Storytelling Visual Storytelling Mobile Stories

Slide 25 WHAT WE CAN LEARN FROM COMMERCIALS Viral YouTube Videos (> 50K Views) Recast from TV Commercials Non-Humorous Entertainment 95% of Viral Videos are Entertaining, Two Thirds of Which are Intended to be Funny.

Slide 26 FROM COMMERCIALS TO SOCIAL VIDEOS

Slide 27 4 TYPES OF COMIC WIT • Incongruity Theory of Humor • Humor that works on the mind • We laugh at something out of sorts (“Ah-Hah!”) • Did I get that right? • I didn’t see that coming. • What’s wrong with this picture? • 4 Types of “Comic Wit” Make Top 15 • Exaggeration (Hyperbole) • Perceptual Discord • Irony • Surprise Twist

Slide 28 4 Ways to Boost Viral Video Stats with “Over-the-Top” Exaggeration • Exaggerated Outcomes • Over-reactive Behaviors • Exaggerated Qualities • Understatements EXAGGERATION CLICK HERE FOR VIDEO SAMPLES Known for his large fake mustache, big nose, bushy eyebrows and horn rimmed glasses, Groucho Marx was a master at comic wit. His exaggerated appearance, captured through Groucho Glasses, is considered one of the most iconic and widely used of all novelty items.

Slide 29 COMIC DEVICES USED IN EXAGGERATION Visual Anomalies Aberrant Behaviors Exaggerated Outcomes Understatement Exaggerated Qualities Overreactions Exaggerated Results Unrattled by Danger Exaggerated Body Reactions Taking Extreme Measures Exaggerated Response Exaggerated Simplicity Supernatural Performance Awestruck Exaggerated Nightmare Reactions Exaggerated Concealment Incredible Allure Over Intense Exaggerated Stories Profound Grasp of the Obvious Speed & Scale Distortion Over Heroic Conceptual Discord

Slide 30 PERCEPTUAL DISCORD 4 Ways to Boost Viral Video Stats with “Perceptual Discords” • Odd Behaviors • Context Misrepresentation • Bizarre Substitutions • Nonsense The 1960’s show, Mister Ed, featured a horse who could talk. The owner, Wilbur, was portrayed as a big klutz who inadvertently caused harm around him. Recognizing Mr. Ed’s animal inferiority, we likely laughed at the perceptual discord created by a horse making wiser choices than his care taker.

Slide 31 COMIC DEVICES USED IN PERCEPTUAL DISCORDS Odd Behaviors Misrepresented Context Bizarre Substitutions Nonsense Performing/ Talking Babies Illustrated Idioms Object Replacement Dim-witted Animal Willpower Humanized Depiction Sound Imitations Baffling Dialog Multiple Personalities Unusual Setting Animal Substitution Irrelevance Foolishness Unconventional Routine Object Anthropomorphism Confusing Response

Slide 32 IRONY 4 Ways to Boost Viral Video Stats with “Irony” • Visual Irony • Ironic Temperament • Ironic Persona • Situational Irony Mismatched Oscar and Felix featured in the 1970’s show, “The Odd Couple.” The series featured a neurotic neat freak pitted against an untidy, cigar chomping gambler. Audiences, in this case, laughed at the irony of the two divorced men leaving their wives only to experience more incompatibility issues.

Slide 33 COMIC DEVICES USED IN IRONY Visual Irony Ironic Temperament Ironic Persona Situational Irony Cyborgs Acting as Humans Callous Turned Kind Adult Acting Child Anachronisms Humans Acting as Animals Miscast Temperament Childish Adult Coincidental Backlash Hypocritical Behaviors Soft Tough Guy Miscast Role Miscommunications Oxymorons Unlikely Friendliness Mistaken Identity Misplaced Routine Unusual Pairing Unusually Considerate Unlikely Hero Misunderstood Intentions

Slide 34 3 TYPES OF DISPARAGEMENT • Superiority Theory of Humor • Humor that works on our emotions • Sudden glory from other’s misfortunes (“Hah-Hah!”) • Thank God that didn’t happen to me. • I’m glad others don’t see me that way. • What will that pathetic one do next? • Types of Disparagement • Putdowns • Malicious Joy • Awkwardness

Slide 35 PUTDOWNS 4 Ways to Boost Viral Video Stats with “Putdowns” • Mocked Peculiarities • Lofty Conquest • Society Satire • Stereotyping Baby boomers likely recall the inept Deputy Barney Fife of Mayberry with his naïve partner, Gomer Pyle. Barnie was oblivious to his idiosyncrasies and quirky nature. Seeing himself as a high standing citizen, we often laughed hysterically at his gullibility and delusions of grandeur.

Slide 36 COMIC DEVICES USED IN PUTDOWNS Mocked Peculiarities Lofty Conquest Society Satire Stereotyping Background Mockery Outwitting Exaggerated Cultural Nuance Blondes & Bubbas Illusory Superiority Macho Gone Sour Parodies Sterotyped Professions Maladroitness Arrogant Knockdowns Language Peculiarities Celebrity Impersonation Quirkiness Unfair Advantage Cheeky Barbs Beauty Conquered Male

Slide 37 MALICIOUS JOY 5 Ways to Boost Viral Video Stats with “Malicious Joy” • Bungled Behaviors • Unanticipated Spoilers • Unfortunate Happenstances • Deserved Repercussions • Cretins The 1950’s sitcom, “I Love Lucy,” reached the highest popularity of any show at its time based on the bungling behaviors of Lucy. The naïve and accident prone housewife had a knack for getting herself and her husband into trouble whenever she tried to make a name for herself.

Slide 38 COMIC DEVICES USED IN MALICIOUS JOY Mocked Peculiarities Lofty Conquest Society Satire Stereotyping Background Mockery Outwitting Exaggerated Cultural Nuance Blondes & Bubbas Illusory Superiority Macho Gone Sour Parodies Sterotyped Professions Maladroitness Arrogant Knockdowns Language Peculiarities Celebrity Impersonation Quirkiness Unfair Advantage Cheeky Barbs Beauty Conquered Male

Slide 39 AWKWARDNESS 4 Ways to Boost Viral Video Stats with “Awkwardness” • Remorseful Regrets • Uncomfortable Settings • Exercising Humility • Revealed Secrets In the sitcom, Everybody Loves Raymond, Robert and Ray Barone often found themselves in a sticky situation. Both were prone to engaging their mouths before their brains as regretful statements and actions put them in the dog house. We laughed, for example, when Ray was forced to choose between ingratiating his wife or his dominating mother

Slide 40 COMIC DEVICES USED IN AWKWARDNESS Remorseful Regrets Uncomfortable Settings Exercising Humility Revealed Secrets Tough Predicaments Uncomfortable Male Bonding Wrong Impression Captured Glances Regretful Actions Uncomfortable Intimacy Exposed Privacy Revealed Deceptions Regretful Statements Uncomfortable Conversation Public Embarassment Exposed True Colors Caught Off Guard Creepiness Unveiled Feminine Side Revealed Fantasies

Slide 41 3 TYPES OF “AROUSAL/SAFETY” MAKE TOP 15 • Relief Theory of Humor • Humor that works on the physical senses • Provides an escape or relief from a form of constraint • We laugh when we release repressions (“Ahh!”) • Letting loose of our inhibitions • Unleashing our aggressions • We laugh when relieved to find a dangerous situation is safe • 3 Types of Arousal/Safety • Unruliness • Social Order Deviancy • Sentimental Humor The 3 Stooges were known for their physical farce and extreme slapstick. Known as Moe, Larry and Curly, their successful comedies included bouts of face slapping, society defiance and childlike innocence. At the root of their humor is a desire among many of us to let loose of our inhibitions with aggressive outbursts and unbridled naughtiness.

Slide 42 UNRULINESS 4 Ways to Boost Viral Video Stats with “Unruliness” • Hysteria • Impulsive Outbursts • Displaced Irritation • Exercising Improprieties In the 1950’s, the popular sitcom, The Honeymooners, featured a bellowing, short-tempered Ralph Kramden who would easily spin out of control. Audiences laughed at his infamous “BANG, ZOOM! Straight to the Moon!” The Relief Theory would attribute these fits of laughter to our own desires to let out steam.

Slide 43 COMIC DEVICES USED IN UNRULINESS Hysteria Impulsive Outbursts Displaced Irritation Exercising Improprieties Angry Yelling Belligerance Annoying Natures Invasive Peeking Nervous Breakdown Forceful Demonstration Incessant Talker Disorderly Pop Culture Lexicons Sports Fanatical Spontaneous Performance Ending the Annoyance Recalcitrance Extreme Screaming Body Explosion Annoying Repetitions Unsightly Exposure

Slide 44 SOCIAL ORDER DEVIANCY 4 Ways to Boost Viral Video Stats with “Social Order Deviancy” • Society Irreverence • Forbidden Behaviors • Offensive Behaviors • Unleashed Mania In the 1960’s sitcom, “The Beverly Hillbillies,” Jed Clampett and his poor backwoods family transplanted to Beverly Hills, California, after striking oil on their land. In the series, audiences laugh hysterically as the rags to riches family unknowingly mocks the posturing of high society by retaining their hillbilly lifestyle in a luxurious Hollywood house. Being exploited by rich bankers, the Clampetts often come out ahead with their provincial wisdom. In effect, they put high society in their place.

Slide 45 COMIC DEVICES USED IN SOCIAL ORDER DEVIANCY Society Irreverence Forbidden Behaviors Offensive Behaviors Unleashed Mania High Society Satires Taboos & Sacred Barriers Odor Offensive Mad Science Outwitting the Honorable Exercising Professional Liberties Repulsive Behaviors Sadomasochism Rule Breaking Exhibitionism Unrefined Behaviors Public Disturbance Undermining Authority Face Slapping Bleeped Language Swooning Women

Slide 46 CONCLUSION • Many are focused simply on delivery; but if you want to make a real impact, it’s all about emotion • Fast rowing Demand for Entertaining Video • Video becoming most critical component of a content marketing strategy • Video will make up 90% of all web traffic over the next few years* • Videos are 50 x more likely to rank on the first page of Google results** • Most Entertaining Story-lines are Funny, Inspiring or Amazing • Comic Wit accounts for the highest amount of views • Scenes that astonish us or touch our hearts typically score the highest in engagement

Slide 47 PERFORMANCE RESULTS FOR ENTERTAINING CONTENT Avg.Engagement** Avg. Views* +20%+40%+60%+80% +20% +40% +60% +80%-80% -60% -40% -20% -80%-60%-40%-20% Exaggeration Astonishment Putdowns Perceptual Discord Surprise Twist Irony Social Order Deviancy Performances Heartfelt Moments Concept Imagery Awkwardness Participation * Average number of YouTube views relative to sample average ** Average composite of “net likes” (likes less dislikes) and comments relative to sample average Humor-based entertainment Non-humorous entertainment Unruliness Sentimental Humor Malicious Joy

Slide 48 S-H-I-P-P-I-N-G with EMOTIONAL TWIST S P Surprise Humanizing Inspiration Playfulness Passion Imagery Narratives Generosity Plot Trickery Bold Change Unexpected Gifts Willpower Discovery Aspiration Adoration Allegiance Compassion Brand Storytelling Visual Storytelling Mobile Stories

Slide 49 S-H-I-P-P-I-N-G with EMOTIONAL TWIST Passion • Adoration • Allegiance • Compassion • Astonishment

Slide 50 PASSIONATE PERFORMANCES 4 Ways to Boost Viral Video Stats with “Performances” • Musical and Performing Arts • Slice-of-Life Narratives • Plotted Storylines and Timelines • Transformation Entertainment

Slide 51 DEVICES USED IN PERFORMANCES Musicals & Performing Arts Slice of Life Narratives Plotted Storylines & Timelines Transformational Entertainment Musical Theatre Cultural Slice of Life Cartoons & Comic Strips Realtime Makeovers Choreographic Beats Poetic Slice of Life Concatenation of Events Style Metamorphosis Mini Dramas Mesmerizing Stories & Life Messages Life Evolution Abstract & Mechanical Animations Musical Interludes Iconic Experiences Future Visions Alter Ego Exploits Animated Performances Animal Slice of Life Chronological Journeys Destination Journeys

Slide 52 DEVICES USED IN ASTONISHMENT Extraordinary Beauty Masterful Craftsmanship Human Potential Stunning Looks Extraordinary Craftmanship Incredible Athleticism Beautiful Nature Imaginative Formations Mastering Difficult Tasks Impressive Light Effects Spectacular Designs Daring Sports Examples of How Masterful Craftsmanship Can Astonish Us Examples of How Beauty Can Astonish Us Examples of How Visualizing Human Potential Can Astonish Us

Slide 53 DEVICES USED IN ASTONISHMENT Example of serious entertainment that features sports participation, astonishing fire works and celebrities, musical performances, heart warming tributes and spectacular imagery.

Slide 54 S-H-I-P-P-I-N-G with EMOTIONAL TWIST S P Surprise Humanizing Inspiration Playfulness Passion Imagery Narratives Generosity Plot Trickery Bold Change Unexpected Gifts Willpower Discovery Aspiration Adoration Allegiance Compassion Brand Storytelling Visual Storytelling Mobile Stories

Slide 55 S-H-I-P-P-I-N-G with EMOTIONAL TWIST Imagery • Sentiment • Provocation • Serenity

Slide 56 Imagery in Social Media Visual Marketing “..Visual marketing has always been important to brands, but with the rise of Pinterest, Tumblr and Instagram, visual marketing has taken on a life of its own. That’s because images drive engagement, and engagement is central to the future of online marketing. Because of the importance of Pinterest in driving web traffic, images have to stand alone – they won’t necessarily be shared with their accompanying text, so marketers will have to think of images as a complete concept to be shared organically. User-generated visuals will also be an important part of brands’ engagement of their fans, thanks to Instagram, Facebook’s incorporation of hashtags and Twitter’s visual changes: fans can tag a photo of themselves and share it across multiple platforms, giving a real 360-degree approach to marketing…” Ekaterina Walter, The Power of Visual Storytelling

Slide 57 IMAGERY OUTPERFORMS TEXT

Slide 58 IMAGERY CREATES EMOTION

Slide 59 CREATING SENTIMENT WITH IMAGERY 4 Ways to Boost Viral Video Stats with “Sentiment” • Child Innocence • Fear & Anxiety Relief • Melodrama • Inner Secrets No character perhaps aroused us more with child innocence than Shirley Temple. The child prodigy started her film career at the age of 3. With her innocent coquetry, she was known for her advice to clergymen and other adults that often had profound implications.

Slide 60 SENTIMENTAL EMOTIONS Child Innocence Fear & Anxiety Relief Melodrama Inner Secrets Youthful Discoveries Narrow Escape Histrionic Dream Exploits Inner Child Fear of What's to Come Melancholic Suggestive Sexual Allusion Child Mimicry of Adulthood Barely Escaped Detection Fervent Contradicting Inner Voice

Slide 61 CONCEPT IMAGERY 4 Ways to Boost Viral Video Stats with “Concept Imagery” • Artistic Flair • Illusory Sensations • Physical Sensations • Audio & Multi-Sensations

Slide 62 IMAGERY OUTPERFORMS TEXT • Fast growth of image-based social networks • Vine • Snapchat • Instagram • Tumblr • Pinterest

Slide 63 DEVICES USED IN CONCEPT IMAGERY Artistic Flair Illusory Sensations Physical Sensations Audio & Multi- Sensory Artistic Photography Magical Optics Heat Popping Abstract Creations Imaginative Formations Fast or Exhilirating Shattering Color Creations Dreamlike Effects Cold or Wet Beating Artistic Hand Creations Stretched Imaginations Soothing Multi-Effect

Slide 64 S-H-I-P-P-I-N-G with EMOTIONAL TWIST S P Surprise Humanizing Inspiration Playfulness Passion Imagery Narratives Generosity Plot Trickery Bold Change Unexpected Gifts Willpower Discovery Aspiration Adoration Allegiance Compassion Brand Storytelling Visual Storytelling Mobile Stories

Slide 65 S-H-I-P-P-I-N-G with EMOTIONAL TWIST Narrative • Brand Storytelling • Visual Storytelling • Mobile Storytelling Stories • Quest • Rags to Riches • Rebirth

Slide 66 Creating H-E-A-R-T-F-E-L-T Emotions that Trigger Content Sharing • Greater awareness • Quicker grasp of the brand message • More lasting recall • More powerful brand association • Greater opportunity for sharing content Storytelling

Slide 67 46 per cent of brands that have a content strategy in place, 79 per cent stated that storytelling was central to their strategy. Creating H-E-A-R-T-F-E-L-T Emotions that Trigger Content Sharing • • • Storytelling

Slide 68 Creating H-E-A-R-T-F-E-L-T Emotions that Trigger Content Sharing • Humanitarian Acts Tug at the Heart of All Souls • Exhilaration Tops the List of Positive Emotions • Astonishment Dazzles Us with the Spectacular • Rebelliousness Let’s Us Escape from Our Roots • Tenderhearted Moments Bring Tears to the Eyes Storytelling

Slide 69 Creating H-E-A-R-T-F-E-L-T Emotions that Trigger Content Sharing • • • • Storytelling

Slide 70 Creating H-E-A-R-T-F-E-L-T Emotions that Trigger Content Sharing • TSB: The Story • Glenlivet’s Brand Story • Chipotle’s Back to the Start and The Scarecrow • Nikon Brand Story “THE DAY” • WestJet’s Christmas Miracle • Dove Real Beauty Sketches • Google Chrome: Dear Sophie Storytelling

Slide 71 BRANDED FILMS

Slide 72 Storytelling Creating H-E-A-R-T-F-E-L-T Elements

Slide 73 S-H-I-P-P-I-N-G with EMOTIONAL TWIST S P Surprise Humanizing Inspiration Playfulness Passion Imagery Narratives Generosity Plot Trickery Bold Change Unexpected Gifts Willpower Discovery Aspiration Adoration Allegiance Compassion Brand Storytelling Visual Storytelling Mobile Stories

Slide 74 S-H-I-P-P-I-N-G with EMOTIONAL TWIST Generosity • FREEmiums • Causes • Community

Slide 75 S-H-I-P-P-I-N-G with EMOTIONAL TWIST Generosity • FREEmiums • Causes • Community

Slide 76 S-H-I-P-P-I-N-G with EMOTIONAL TWIST Generosity • FREEmiums • Causes • Community

Slide 77 FROM EDUCATION TO EMOTION From PROMOTION to EDUCATION to EMOTIONAL CONNECTION • Audiences looking for compelling content that meets their needs to be informed, educated, entertained or inspired • For content to be prepped for social channels, it needs to be emotionally amplified

Slide 78 S-H-I-P-P-I-N-G with EMOTIONAL TWIST

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