How to Produce Content that People Will Share
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So you've had your brainstorm, now what? You need to assess your ideas in the cold light of day. Discover the 5 ways the criteria for sticky ideas can improve the creative process, and give you the best chance of creating something that people will want to share.
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How to Produce Content that People Will Share
- 1. ideas with legs: how to produce content that people will share by mark johnstone
- 2. this is my friend Sean (on the left). he’s a chef. I once asked Sean, “what’s the biggest mistake amateur chefs make?”
- 3. he said, “you don’t taste your food enough when you’re cooking”
- 4. that’s good advice, but ONLY IF when you taste your food, you’re able to quickly tell what it needs
- 5. a good chef continually tastes their food while they’re cooking and decides “more soy, more salt, more ginger…”
- 6. if it’s your job to come up with content ideas, you need to be able to assess your ideas and determine what they’re missing
- 7. somebody asked me recently, “which idea do you still think’s good even though it failed?”
- 9. in the lead up to the 2012 super bowl, we visualised the data from all the previous super bowl matches
- 10. take the 2010 super bowl for example…
- 11. Indianapolis Colts took the lead in the first quarter
- 12. they stayed in the lead throughout the second quarter Indianapolis Colts took the lead in the first quarter
- 13. Saints mounted a comeback early in the third
- 14. Colts regained the lead and held on until the last 5 minutes
- 15. Saints scored 2 touchdowns in the last 5 minutes to win the game
- 16. only 37 Facebook likes! what went wrong?
- 17. simple unexpected concrete credible emotional story the 6 criteria of sticky ideas
- 18. simple unexpected concrete credible emotional story the 6 criteria of sticky ideas a novel execution that allows you to see the game in a new way
- 19. simple unexpected concrete credible emotional story the 6 criteria of sticky ideas it takes something abstract (the score line over time) and makes it visible
- 20. simple unexpected concrete credible emotional story the 6 criteria of sticky ideas it’s based on sound data
- 21. simple unexpected concrete credible emotional story the 6 criteria of sticky ideas it tells the story of the game
- 22. simple unexpected concrete credible emotional story the 6 criteria of sticky ideas but it wasn’t a story people cared about
- 23. simple unexpected concrete credible emotional story the 6 criteria of sticky ideas if your team is in the super bowl this year, do you really care what the score was in previous years?
- 24. simple unexpected concrete credible emotional story the 6 criteria of sticky ideas without the annotations, people found it hard to understand Indianapolis Colts took the lead in the first quarter
- 25. simple unexpected concrete credible emotional story the 6 criteria of sticky ideas without the annotations, people found it hard to understand Indianapolis Colts took the lead in the first quarter if we’d used these criteria up front, it might have saved us pain down the line
- 26. simple unexpected (different) concrete credible emotional (resonant) story the 2 most important criteria
- 27. but things might not need to be as different as you think
- 31. these are all separate editions of Men’s Health released in America in the last 10 years
- 32. journalists will cover the same content time and time again
- 33. an example from our own work
- 34. these infographics show the habits of famous creative people - neither of them allow you to easily make comparisons http://infowetrust.com/2014/03/26/creative-routines/ http://nymag.com/health/bestdoctors/2014/genius-sleeping-habits-2014-6/
- 35. so we made this https://podio.com/site/creative-routines
- 36. you can filter to compare sleeping patterns
- 37. or compare work patterns, etc
- 38. 19,000 likes 395 LRDs* * Linking Root Domains
- 39. the way in which it’s different is where the value lies
- 40. but how do you come up with different ideas?
- 41. dataviz data journalism digital awards advertising you need sources of inspiration for different executions (and knowledge of resonant topics within your niche)
- 42. dataviz data journalism digital awards advertising
- 43. build a swipe file epicviz.tumblr.com
- 44. simple unexpected concrete credible emotional story the criteria: know when not to use them
- 49. 96,400 LRDs* 507 likes * Linking Root Domains
- 50. success! but how would we follow it… ? * Linking Root Domains 96,400 LRDs* 507 likes
- 51. hey Phil, you know we showed HOW the different genres emerged? what if we could show WHY they emerged? or what if you took one tune and played it in different styles? start off blues, make it rock, make it funk? I saw this thing called the Bonhamizer once, where you take a pop song and add John Bonham on drums oh, what if you could make your own super group? hmmm… I wonder if that’s possible… static.echonest.com/bonhamizer/
- 52. I started searching for Jimmy Page vocal solo huh, that’s interesting…
- 53. data! I discovered this site therangeplace.forummotions.com
- 54. we ended up building this
- 55. 102,000 likes 777 LRDs* concerthotels.com/worlds-greatest-vocal-ranges * Linking Root Domains
- 56. what if? what if? what if? we started with the idea of showing why genres emerged and ended up producing a piece on vocal ranges
- 57. what if? what if? what if? we started with something rather vague but interesting and ended up with something concrete and compelling
- 58. what if? what if? what if? if we’d brandished the criteria too early, we’d have killed the process dead
- 59. what if? what if? what if? we allowed ourselves room to explore what was interesting, making lateral leaps without knowing where they would lead
- 60. what if? what if? what if? give your ideas room to grow
- 61. divergent emergent convergent the 3 stages of idea generation source: ‘Gamestorming’ by Gray, Brown & Macanufo
- 62. divergent emergent convergent use the criteria to inform your research and idea generation
- 63. divergent emergent convergent leave the criteria alone and give your ideas room to grow
- 64. divergent emergent convergent use the criteria to coldly assess your ideas
- 65. so you’ve got your idea - now for the pitch!
- 66. this is honestly how we used to pitch ideas (in email!)
- 67. we’ve only described WHAT the idea is
- 68. we’ve done nothing to sell them on WHY it will work
- 69. how to sell clients on the WHY
- 70. a while back, the web was suffering from infographic fatigue flowingdata.com/2010/02/15/data-underload-9-big-graphic-blueprint/
- 71. a while back, the web was suffering from infographic fatigue but every now and then, a piece would come along that used the long, tall format brilliantly
- 77. we used this as inspiration for a more light-hearted piece
- 79. side-note: this is one slide from the idea pitch deck (a bit better than the old emails we used to send!)
- 80. Simple Unexpected Concrete Credible Emotional Story simple unexpected concrete credible emotional story we explained the criteria to the client, and how the idea stacked up against them
- 81. Simple Unexpected Concrete Credible Emotional Story simple unexpected concrete credible emotional story you don’t have to tick every box, you just need to know where the weaknesses lie
- 82. Simple Unexpected Concrete Credible Emotional Story simple unexpected concrete credible emotional story even with the weaknesses, we felt this idea was worth a punt. we were transparent with the client. he agreed. it worked.
- 83. Simple Unexpected Concrete Credible Emotional Story simple unexpected concrete credible emotional story 25,400 likes 184 LRDs* * Linking Root Domains concerthotels.com/ipod-visualized-as-vinyl
- 84. ? ideation pitch production
- 85. we once had a client who lost faith in an idea midway through production so we shared the criteria with him, and discussed the idea. it turned out just to be an issue with the copy. peopledesign.com/creating-the-new
- 86. the creative process can be a rollercoaster of clarity & confusion, confidence and doubt if you lose your way, use the criteria to assess the production. it can get you back on track and everyone back on board. peopledesign.com/creating-the-new
- 87. five ways the SUCCES criteria can improve the creative process
- 88. focus on what’s different (unexpected)
- 89. what if? what if? what if? give your ideas room to grow (put the criteria down)
- 90. choose pain up front I’d sooner choose the pain of going back to the drawing board than push through an idea that doesn’t have legs
- 91. Simple Unexpected Concrete Credible Emotional Story sell them on the WHY simple unexpected concrete credible emotional story
- 92. Simple Unexpected Concrete Credible Emotional Story keep things on track simple unexpected concrete credible emotional story
- 93. follow these steps and you’ll give yourself a better chance of producing content people will share
- 94. thank you
- 95. @epicgraphic