Taking a Spreadable  Approach to Social Media - Sam Ford, Peppercom
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Taking a Spreadable Approach to Social Media - Sam Ford, Peppercom

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Presentation by Sam Ford, Director of Digital Strategy for Peppercom, at the June 4, 2010 meeting of the AIKCU Public Relations Officers.

Presentation by Sam Ford, Director of Digital Strategy for Peppercom, at the June 4, 2010 meeting of the AIKCU Public Relations Officers.

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Taking a Spreadable  Approach to Social Media - Sam Ford, Peppercom Taking a Spreadable Approach to Social Media - Sam Ford, Peppercom Presentation Transcript

  • Taking a Spreadable Approach to Social Media AIKCU Public Relations Meeting Sam Ford Director of Digital Strategy, Peppercom @Sam_Ford sford@peppercom.com
  • Spreadable Media Find
where
people
are
and
join
them!

  • Myths about Digital Media
  • Myth #1: Stickiness Is All That Matters
  • Myth #2: Viral Is the Answer
  • Flickr:
debcha
 Just as genes propagate themselves in the gene pool by leaping from body to body via sperms or eggs, so memes propagate themselves in the meme pool by leaping from brain to brain via a process which, in the broad sense, can be called imitation. If a scientist hears, or reads about, a good idea, he passes it on to his colleagues and students. He mentions it in his articles and his lectures. If the idea catches on, it can be said to propagate itself, spreading from brain to brain. RICHARD DAWKINS, THE SELFISH GENE (1976)
  • The ‘protein shell’ of a media virus might be an event, invention, technology, system of thought, musical riff, visual image, scientific theory, sex scandal, clothing style or even a pop hero -- as long as it can catch our attention. Any one of these media virus shells will search out the receptive nooks and crannies in popular culture and stick on anywhere it is noticed. Once attached, the virus injects its more hidden agendas into the datastream in the form of ideological code -- not genes, but a conceptual equivalent Flickr:
ccarlstead
 we now call ‘memes’ RUSHKOFF, MEDIA VIRUS (1994)
  • “Viral
Marke6ng
captures
the
essence
of
mul6‐level‐ marke6ng
and
applies
it
to
all
customers
‐‐
the
"word‐of‐ mouth"
spread
of
Hotmail
is
involuntary.”
 Steve
Jurvetson
and
Tim
Draper,
Netscape
Newsle+er
 (1997)

  • Myth #3: The Broadcast Mentality Still Works
  • Spreadable Media Value is created through: 1. Content relevant to multiple audiences. 2. Content being relevant when and where audiences want it. 3. Content which audiences can easily reuse. 4. Content that is portable. 5. A steady stream of content. 6. Content that invites audiences to feel invested in your brand.
  • People Spread Content To: 1.  Define themselves. 2.  Increase their notoriety. 3.  Strengthen social ties. 4.  Build community. 5.  Provoke/challenge others.
  • 4-Phase Approach  
Listening
  
Conversing
  
Building
on
PlaQorms
  
Maintaining
a
Presence


  • Phase One: Listening
  • The Importance of Listening 1)  Outreach/Promotion 2)  Providing Service to Various Constituents 3)  Solidifying/Adapting Messages 4)  Crisis Preparation 5)  Changing University Practice 6)  Opportunity for New Offerings 7)  Targeting Audiences
  • How to Listen
  • Phase Two: Conversing
  • Phase Three: Building on Platforms
  • Phase Four: Maintaining a Presence
  • Managed Vs. Organic Conversation
  • Interactive or Participatory?
  • Episodic or Serialized? Enabling
a
community
 GeUng
trac6on
 Building
an
audience

  • Where’s the Strategy? Think
strategy,
not
tac6cs
 Don’t
do
digital
for
digital’s
sake

  • 5 Critical Elements to “Spreading” Content Online 1.  Be true to the brand –  What works for one brand doesn’t automatically work for the other 2.  Engage the right internal constituents –  Bring legal, compliance, sales, etc into the process early 3.  Speak to audiences in their language, in the places they are already having conversations, about the issues they want to talk about –  Avoid overly legal and/or sanitized language 4.  Create internal processes and an infrastructure that works within the existing internal framework –  When and how to get content approved 5.  Set reasonable expectations for what you can and can’t do –  Keep internal culture, regulations, and resources in mind