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The Science of Social Media

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How to engineer contagious ideas. ...

How to engineer contagious ideas.

This presentation is the result of over 3 years of research into online social media including blogging, Twitter, Facebook, and Foursquare as well as historic and offline social media like urban legends, proverbs, and homeric poems.

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http://groovemonkey.com 2920
http://www.conseilsmarketing.com 2050
http://blog.hubspot.com 1810
http://www.novavizia.com 1400
http://danzarrella.com 1379
http://www.socialbeta.cn 872
http://www.scoop.it 528
http://blog.campalyst.com 462
http://www.hubspot.com 422
http://www.sociallyperforming.com 391
http://paper.li 330
http://www.emarketinglicious.fr 297
http://www.jornaldoempreendedor.com.br 292
http://midiassociais.blog.br 272
http://eshopperblog.blogspot.com 200
http://www.thepivottable.com 188
http://www.juanmarketing.com 159
http://eshopperblog.blogspot.com.br 146
http://www.bouwtweets.nl 143
http://www.vaninadelobelle.com 138
http://www.upstream.nl 129
http://www.conseilsmarketing.fr 115
http://www.walk-the-net.com 110
http://www.inboundconference.com 100
http://jaichoi.blogspot.com 98
http://www.hubert-senant.com 84
http://eyeonlearning.blogspot.com 83
http://socialmedia.startpagina.nl 71
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http://ansteckend.com 64
http://kamilmehmetozkan.com 64
http://resultson.com.br 62
http://lucaconti.nova100.ilsole24ore.com 62
http://feeds2.feedburner.com 59
http://victoryias.webs.com 58
http://www.socialbeta.com 57
http://georgycohen.com 48
http://storify.com 47
http://fernando-comet.blogspot.com 47
http://letsgosocial.nl 47
http://contentandcopy.com.au 43
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http://www.jlins.com.br 42
http://mushbloom.co.uk 40
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http://web-consult.blogspot.com 39
http://hagenmanagement.posterous.com 37
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http://www.michaelhartzell.com 34
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    The Science of Social Media The Science of Social Media Presentation Transcript

    • The Science of Social Media How to engineer contagious ideas. Dan Zarrella Social Media Scientist
    • Unicorns and Rainbows
    • Unicorns & Rainbows Myth: Don’t call yourself a guru.
    • Science: `
    • Ideas do not spread because they are “good.”
    • Meme: A unit of cultural inheritance.
    • Our world is made of memes.
    • Memetics: The study of cultural transfer.
    • Variation + Competition Evolution
    • Takeaway: Try lots of campaigns and iterate on what works.
    • R0 Reproduction Rate (The average number of new infections a single infection case will cause)
    • R0 >1 Epidemic R0 =1 Endemic R0 <1 Die out
    • Selection pressure: a factor that reduces R0.
    • The variation best suited to pressures wins.
    • Fruit Flies Fecundity Longevity Elephants
    • ReTweets Fecundity Longevity Religions
    • Exposure Awareness Motivation
    • Reach Exposure Awareness Motivation
    • Seeds
    • Let R0 = .1 •If seed = 10 •If seed = 100,000 •Generation 2 = 1 •Generation 2 = 10,000 •Generation 3 < 1 •Generation 3 = 1,000 •Generation 4 = 100 •Generation 5 = 10 •Generation 6 = 1
    • Big Seeds
    • Takeaway: Audience size does matter.
    • Influencers
    • `
    • `
    • Takeaway: Find and target your influencers.
    • Exposure Attention Awareness Motivation
    • Breaking through the noise
    • `
    • Takeaway: Bigger & louder works – to a point.
    • Selective attention: hearing your name across a crowded, noisy room.
    • Takeaway: Personalize: talk to your audience.
    • Avoiding crowds
    • `
    • `
    • `
    • Takeaway: Avoid link fatigue.
    • Exposure Awareness Sharing Motivation
    • Why do people share?
    • Performance
    • Reputation
    • Takeaway: Help your audience look cool.
    • Social exchange
    • “… the more valuable the sentiment or activity the members exchange with one another, the greater the average frequency of interaction of the members.” Social Behavior as Exchange George C. Homans
    • Novelty
    • Scarcity
    • Warnings
    • Information voids
    • Takeaway: Don’t let information voids form.
    • Imitation
    • Social Proof
    • “We view a behavior as more correct… to the degree that we see others performing it” -Robert Cialdini
    • Information cascades
    • A ? ? ? ? ? B
    • A B
    • The goliath effect
    • The villain is wronging the victim.
    • Communal Recreation
    • Zombies Marketing Me
    • Takeaway: Use combined relevance.
    • What do people share?
    • Gossip is just news running ahead of itself in a red satin dress. -Liz Smith
    • “…advertisements that were both original and familiar attracted the largest amount of attention…” Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory Rik Pieters, Luk Warlop and Michel Wedel 2002
    • New/Old
    • Most ReTweetable Words & Phrases 1. you 11. please retweet 2. twitter 12. great 3. please 13. social media 4. retweet 14. 10 5. post 15. follow 6. blog 16. how to 7. social 17. top 8. free 18. blog post 9. media 19. check out 10. help 20. new blog post
    • Takeaway: Don’t forget calls- to-action.
    • Least ReTweetable Words & Phrases 1. game 11. well 2. going 12. sleep 3. haha 13. gonna 4. lol 14. hey 5. but 15. tomorrow 6. watching 16. tired 7. work 17. some 8. home 18. back 9. night 19. bored 10. bed 20. listening
    • Takeaway: Don’t talk about yourself so much.
    • Dan Zarrella @DanZarrella