Because if you think about it, without stories, they will be no incentive or catalyst to fuel interactions between entities in a computer mediated social network. So content, as a transactional unit, in social networks, is vital to the "purchasing" of engagement and incentivising users to follow your brand. Presented at SocialBakers World Tour 2013, a conference organised by SocialBakers, 4 March 2013. Image Credit of dog: https://www.facebook.com/scavlab

1. Cultivating the Virality of Content
How to ignite passion insanity using only content as a
currency
Talk: WPP Stream
Venue: Phuket
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2. “I don’t just want the
information faster, I want it
before I ask for it”
Bill Tancer, GM Hitwise,
on the future of search in Time Magazine, 2008
Source: Is Facebook the Future of Search? http://www.time.com/time/business/article/0,8599,1710493,00.html 2

3. Digital Social Motivations
The cultural impetus that drives user activities and
the underlining intent
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4. What if I miss out? #WIMO
The relentless network of push media is fueling the fear of missing
out. Your content has to push “un-missable” fun

5. Escape Artistry
Users are looking for an outlet from their day-to-day. Can their
moment with you be the one they look forward to?

6. The inmodest #humblebrag
Content that allows users to amplify their bragging rights attracts
engagement and knock-on network effects

7. Digital Social Contagion
The concept that information, ideas and behaviors
can spread through computer-mediated networks
the way infectious diseases do
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8. The Living Internet
Like live organisms, the socially connected internet
is susceptible to infection

9. Content Contagion
This infection is commonly known as virality. The
virus is content or patient zero

10. Content infectivity = Viral coefficient
There are essentially four factors to effective virality
Host suitability Transmission routes
Different content categories will be aligned to The different ways in which content can be
specific platforms such as video with Youtube, shared ensures the speed of transmission. A
audio with SoundCloud Facebook app will not spread on mobile well
Infection diffusion Mutation probability
The friction to sharing will limit the ease of Friction to co-creation will doom a piece of
transmission. A login required content will not content by imposing too much rights
spread as fast as one that is public-facing management or technical barriers
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11. Digital Social Content
The cultural impetus that drives user activities and
the underlining intent
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12. Stories are the social currency
Users transact on social using stories of their own experience or a
remix of others

13. Traditional media no longer
has a monopoly on wisdom
Then: Editor
Then: Site visitors
Now: Content
aggregators, social Now: Social friends of
newsfeed, search engine site visitors, search
results engine users
Newsmaker
Then: Journalist
Now: Bloggers, friends on social networks,
Source: Mark Anderson
wikipedia editors, quora users 13

14. Content Engagement Curve
Virality on Facebook is measureable and should be
measured!
Populism (Virality score >2)
Content has gained the brand great favor
with TA. Large increases in Shares, Likes,
Comments and fan growth. Content has to
Crossing the Chasm be crafted with TA and P2P in mind to
The ah-ha moment when content
generate high engagement scores
resonates with TA. Signs of this
include an IPM score of >5 and
organic fan growth without media
buy
Pointless (Virality score Narcissist (Virality score <1)
Low quality content that simply echoes
<1) the brand USP or self promotes
Low quality content that has no without creative thoughts given to
relevance to the brand. No original creating alignment with TA P2P
content. Heavily comprises links to
The Chasm
other sources
Irrelevance Banality Relevance Focused Banality
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15. Sometimes We Scare
Ourselves
A very Asian topic – a mother asking her
kid when he’s coming home. The number
of Engaged Users (26,456) exceeded
the page’s total Like count (25,902).
Post Performance:
Likes : 15,282
Comments : 242
Shares : 23
Reach : 119,574
Engaged users : 26,456
PTAT : 15,311
Virality : 12.8%
(From Pringles Korea FB Page)
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16. Takeaways
Think virus when you want
to ignite a pandemic
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17. Contacts
Edvarcl Heng
edvarcl@edvarcl.com
http://edvar.cl/edvarclinkedin
http://www.slideshare.com/edvarcl1
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