We tend to share things that make us look good in the eyes of others, and in return we get a value that we can call “ social currency ”.
There are three steps to exploit this mechanism and make our products and content more attractive for sharing:
Identify the features that make a product stand out from others. This usually happens when a product is unusual, new, interesting. Standout things are a source of social currency, which gets people talking about it.
Applying game mechanics , making activities, products and contents enjoyable and engaging. A good example is a contest on social networks, which generates sharing
Making people feel like “ insider ”: This process is tied to building a Customer Experience that makes customers feel part of an exclusive group or event. This will give it social currency and will make people want to talk about it.
Triggers
In order to talk about something or share it, you country email list have to have it in mind. Marketers must be able to identify “ triggers ” that lead users to think of a certain product. The best thing would be to associate a product with a stimulus that is often found in our daily lives, for example a coffee break, or to give it characteristics at a branding level that facilitate the association. Therefore, studying touch points and moments in daily life to which the product or content can be linked.
Emotions
One of the main drivers that leads us to share in life, through word of mouth or social media, are the emotions that something makes us feel. This is true for both positive and negative emotions, what leads us to share them is in fact a characteristic called arousal (state of excitement, awakening) that some emotions are able to generate. By using emotions that cause arousal and that are shareable by users, favoring a process of identification, we can encourage them to make our content viral .
Public
A very widespread social mechanism is that of imitation : if we see that many people follow a trend or buy a product, and we see it repeatedly, we are led to behave in the same way in the long run. In this case we speak of social proof , or social proof, a mechanism that leads us to prefer what is preferred by the majority.
However, companies and marketers must be able to make visible ideas, products and behaviors that are often private. This can be done through a design that allows products to advertise themselves, or through social networks that make private moments of life shared and sharable.