This is a weekly Friday installment from Stuzo documenting consumer engagement tips and tricks, both for day-to-day community management and for large-scale custom engagements. Hopefully this post will spark an idea for your brand or client, and if it does, be sure to let us know in the comments.

So far, we have shown you how to create engaging content and how to prompt users to enter your social experiences using the Social Action Funnel. With these tips, you can create a successful social media campaign that connects with your fan base, but what about those that are not your fans? How do you reach someone who would not normally participate in your brand’s experiences? The answer is you don’t, your content and fans do it for you. To have a far-reaching campaign, you need to tap into your fan’s social graph by providing content that they will want to share with their friends and followers.

Social content sharing goes beyond slapping a Share button on your social experiences and calling it a day. You need to give users a reason to click this button and send your content out into the social universe. Dunkin’ Donuts Facebook Page does an exceptional job of this with their talking espresso bean, Maurice.

This fun and creative application allows users to make personalized inspirational messages from Maurice to send to their friends.  Simply choose one of the messages, enter your friend’s name, and then share Maurice using one of the numerous sharing options available including widgets, email, and Facebook post.  One very interesting component of this application is how Dunkin’ Donuts smartly incorporates company information and promotional efforts by enabling users to locate the closest store and enroll in Dunkin’ Donuts Perks for a free drink coupon from the application. With a user-friendly interface, customization options, and numerous sharing features, Maurice appeals to its coffee-loving fan base while giving them plenty of reasons to share the latte love.

Dunkin' Donuts Maurice Application | Stuzo

Dunkin' Donuts Maurice Share | Stuzo

Follow these steps to generate social content sharing for your brand:

1.     Think about your audience and what appeals to them

2.     Make the application fun and interactive

3.     Brand the content with your logo, slogan, colors, etc.

4.     Look for ways to tie-in other company content such as current promotions

5.     Include numerous sharing options for different social channels

6.     Prominently display your sharing options