Topic 2 - CM1, Share Value + Viral

Question 1

What do marketers need to take note when creating content for sharing?

Answer 1

Motive - Every decision guiding the development of an online campaign should be based on motivating consumers to share

Eliminate - Every care in the development of the campaigns should be taken to minimise reasons not to share

Evaluate - main motive of shared content must be evaluated on
1. Strength of motive
2. Number of people who have motive to share

Question 2

What is Viral marketing and name the 3 motives to share

Answer 2

viral marketing is content that is ultra sharable, have the max amount of motives to share.

There are 3 main psychological motives to share and they are
1. Self-Enhancement
2. Emotion
3. Affinity

Question 3

Describe Self-Enhancement as one of the core motives for consumers to share content.

Answer 3

• Fundamental motive to increase positivity of one’s self views
• These motives will guide them to excel or promote their positive qualities (Me sharing Leica’s or Magnum photography posts)
• 3 main cues (AMI)
  1. Approval cues - People seek approval from others from information sharing
  2. Membership Cues - Share information to legitimise group membership (Friends play golf so i share golf vids to the group chat)
  3. Impression Management - Demonstrate value / signalling character trait

Question 4

Describe Emotion as one of the core motives for consumers to share content.

Answer 4

Emotions lead to arousal which leads to the need or want to share. Marketers find it easy to trigger arousal.
Types
1. Cognitive - Mental Stimulation (witty ad)
2. Affective - triggers positive or negative emotion (Ad abt illness)
3. Physical Arousal - Biological Reactions (Sensual imagery or music)

Fun fact: emotion affect wears off quickly so marketers use quick cuts to cause spiking of emotion in a video (Fast cut edits)

Question 5

Describe Affinity as one of the core motives for consumers to share content.

Answer 5

Affinity is contextual relevance and importance.
- Marketers want to find the source of affinity before creating content
e.g gear heads what do they talk about? (TV shows, car meets, car brands)
- Affinity vs emotions
emotions is a short term psychological effect where affinity is a long term feeling
- General Affinity
Character Arch types, Nostalgia, household arch types (Moms, dads, teens, grandma/pa)