Talking about the forgotten side of social media: the social media 'behaviour'. Social media behaviour is the polar opposite to content, and it's been forgotten in recent social strategy. It's time to coin the term for what the 'not really content' is online, and begin to encourage social media behaviour too.

1. CONTENT?
I’D RATHER BE
BADLY BEHAVED

2. Content.
Content.
Content.

3. But we have no term
for what I call…
Behaviour

4. This started as an ad:

6. But it became behaviour

8. This is pure behaviour:

10. “I’ve spent no money and I’m no 1.”
Using the news cycle beats advertising.

11. So where does your brand
fit in to this?

12. Donald Trump
Protein
World
Your Brand
Here?
AXIS
OF
EVIL
Kim Jong Il
People who put bags
on seats in rush hour
Kale

13. It doesn’t always have to be
bad behaviour

14. Good behaviour is rewarded

15. #pizzaonatrain

16. (The ££ of a Promoted Trend…)

17. Good behaviour can even be
repeated

20. The thing about it is –
behaviour is inherently social

21. Content is not

22. Behaviour orbits and loops.
Content is inert.
BEHAVIOUR

23. I think we’ve all moved
from these days

24. (Like this please!)
(Share if you agree!)
(ReTweet this!)

25. Can your content be more
behavioural?
+
Can your behaviour replace your
content?

26. Making behavioural content

27. Copy-able is behavioural

28. Behavioural
content
A ‘movement’ is behavioural

29. Ridiculous-ness is behavioural

30. Behaviour > content

31. Deliberately bad behaviour

32. Unusual behaviour

33. Timely behaviour

34. Participative behaviour

35. Because here’s the thing

36. Behaviour is often a ‘small bet’

37. Content Behaviour
Expensive Cheap / free
Paid media Earned media
Planned Opportunist

38. So while most of it doesn’t pay off…
the behaviour that does
makes it all worthwhile.

39. Great!
I’m convinced!
So how can I get more behaviour
into my brand?

40. Use your brand purpose to
stimulate behavioural actions.

41. Create to be talked about.

42. Open up & let people get involved
(if they want to).

43. Follow through on what you say.
(That pizza had to get delivered.)

44. Think broader:
Hire a comedian for Twitter?
Hire a cartoonist for Instagram?

45. Find more of this behaviour:
@PhilippaDunjay