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STOP
SAYING
VIRAL!
HOW MANY TIMES HAS A CLIENT APPROACHED YOU AND SAID “WE’D LIKE YOU TO MAKE
US A VIRAL OR A CREATIVE TEAM “I HAVE A REALLY ...
BUT IS THIS A VIRAL? IT SURE GOT PASSED AROUND A LOT.
AND WHAT ABOUT THIS CHAIN LETTER?….
I THINK WE CAN ALL AGREE THAT THE DEFINITION OF VIRAL IS A LITTLE FUZZY.
AND IS USED T...
SO WHAT MAKES SOMETHING VIRAL?
NO DOUBT WE’VE ALL HEARD SOMEONE SAY AT SOME POINT OR ANOTHER:
“VIRAL MEDIA IS VIRAL BECAUS...
THE VIRAL
METAPHOR
IS FLAWED




                                                                //Douglas Rushkoff

A VIR...
HOW DID
THIS
HAPPEN?




                                                                @BUD_CADDELL

WE BEGAN APPLYING T...
@BUD_CADDELL

WHEN MARKETERS REALIZED WE WERE SPENDING MORE AND MORE TIME WITHIN
NETWORKED DIGITAL SYSTEMS, AND MORE EXAMP...
@bud_caddell


                                                                 @BUD_CADDELL

INNEVITABLY MARKETERS DECIDE...
@FARIS
SO WHAT IF WE USE THE WORD VIRAL - IT’S JUST SEMANTICS RIGHT? WRONG.
WORDS MATTER. ARTISTIC LICENSE SHOULD BE USED ...
THE CONCEPT OF VIRAL
MEDIA IS FLAWED FOR
MANY MORE REASONS
THE IDEA OF VIRAL MEDIA BREAKS DOWN BECAUSE IT IS AN OVERSIMPLIFICATION THAT
STRIPS ASIDE THE SOCIAL AND CULTURAL CONTEXTS...
“When we say something is viral
       we focus entirely on the content itself
       and not on the needs of the people
 ...
IN FACT, WHEN WE FOCUS EXCLUSIVELY ON THE CONTENT, WE END UP
WITH A VIRAL METRICS SYSTEM THAT DEFINES VIRAL SUCCESS BY A V...
BY HELGE TENNO
WE NEED TO STOP COUNTING EYEBALLS AND OPT FOR THE “SPREADABILITY”
MODEL THAT FACTORS IN OTHER CONSIDERATIONS LIKE WOM, BUZ...
BECAUSE IT IS ONLY WHEN CONSUMERS MAKE THE BRAND MESSAGE
THEIR OWN, BY TRANSFORMING IT AND REPURPOSING IT THAT IT TAKES ON...
ANOTHER REASON THE STICKYNESS MODEL DOESN’T WORK:
IT FOCUSES ON THE INDIVIDUAL RATHER THAN THE SOCIAL NETWORK AND
DOESN’T ...
THESE ARE JUST SOME OF MINE…
WE’RE MISSING THE POINT. AND THE   POINT IS PEOPLE.
“People don’t engage with each other
       to exchange viruses. People exchange
       viruses as an excuse to engage wit...
THESE EXCHANGES HAVE A SOCIAL
FUNCTION, BOTH PHATIC AND
GENEROUS. PEOPLE DO NOT
SPREAD THINGS FOR THE SAKE OF
SPREADING TH...
Coca cola college




COCA COLA INVITED COLLEGE STUDENTS TO EXPERIENCE THE HAPPINESS FACTORY VIA
"THE HAPPINESS MACHINE". ...
A GROUP OF ART LOVERS TRYING TO PROMOTE ART & YOUNG ARTISTS SET OUT
ON A PROJECT TO CHANGE THE FACE OF NEW YORK’S TIMES SQ...
@POLLEMAAGT

THE SUZUKI CAR BRAND TRYING TO MAKE RECESSION A LITTLE EASIER ON THEIR
DRIVERS TOOK OVER A PETROL STATION AND...
@ANADK



SO HOW DO YOU MEASURE VIRAL?
WE NEED TO FORGET ABOUT TRYING TO MAKE THINGS VIRAL AND BEGIN TO UNDERSTAND
WHAT PEOPLE WOULD LIKE TO SPREAD AND WHY.
WELL WE HAVE ALREADY SPOKEN ABOUT THE GIFT ECONOMY…
AND ALTHOUGH THERE DEFINITELY IS AN ALTRUISTIC ASPECT IN PASSING ON
AN...
THE GIFTS I SHARE SAY SOMETHING ABOUT ME AND MY PERCEPTION OF THE
PERSON I AM PASSING THEM ON TO, AS MUCH AS THEY EXPRESS ...
WHERE
DO WE GO
FROM HERE?
HOW DO YOU DESIGN
EXPERIENCES THAT
SPREAD?
http://www.flickr.com/photos/22091386@N03/4177218994/




WELL FIRST YOU’VE GOT TO UNDERSTAND THAT PEOPLE’S LIVES DON’T
RE...
“PEOPLE READ
WHAT INTERESTS THEM
AND SOMETIMES IT'S YOUR AD.”
                    BILL BERNBACH



IN A DIGITAL WORLD, PEO...
1
TO EARN A PLACE ON THE CONSUMER’S RADAR AND IN THE CONSUMER’S LIFE,
YOUR BRAND HAS TO START CARING ABOUT SOMETHING MORE
...
2
SPREADABLE MEDIA IS CREATED WITH AN UNDERSTANDING OF THE
COMMUNITIES OF THE PEOPLE TO BE COURTED. IT IS CREATED SO THAT
...
BY HELGE TENNO
WHAT COMMUNITY
WILL SPREAD
THIS EXPERIENCE?
           http://www.wereallfans.com/
THIS IMAGE, POSTED TO BUZZFEED, WAS THE 7TH "MOST VIRAL" POST OF THE
WEEK, AND 4TH "MOST SHARED”.
                        ...
WHY DID THIS PARTICULAR IMAGE SPREAD SO MUCH FURTHER AND FASTER
THAN THE AVERAGE IMAGE POSTED TO THE WEB?
LUCK HAD SOMETHING TO DO WITH IT, AS DID HUMOR, TIMELINESS AND AN
OPENNESS TO INFOGRAPHICS-BASED JOKES BUT MOST OF ALL IT ...
3
BELIEVE IT OR NOT PEOPLE WANT TO MAKE A DIFFERENCE AND HELP THOSE
LESS FORTUNATE THAN THEM – EQUALITY AND EQUAL OPPORTUNIT...
4
ENOUGH SAID ABOUT THIS– WE ALL HAVE COME TO ADMIRE THE SKILLS PUT
IN MOTION DURING THE OBAMA CAMPAIGN

                   ...
MAKE SURE EVERY EXPERIENCE YOU CREATE IS DESIGNED TO   SPREAD
THROUGH A DIGITAL SOCIAL NETWORK
@NOUVE INTERPLAY
Linkage economy the matthew effect




                             @NOUVE INTERPLAY
BECAUSE THE WAY PEOPLE SPREAD AND   SHARE INFORMATION
IS BY EXCHANGING LINKS
                                             ...
@NOUVE INTERPLAY
5
       CATER FOR
       THE REMIX
       CULTURE




                                              http://www.flickr.com...
http://thru-you.com/
REMIX IS USED TO MAKE MEANING SO IF YOU LET PEOPLE MESS WITH YOUR
CONTENT, IT GETS MORE SPREADABLE BECAUSE SUDDENLY CONSUM...
6
       WHAT DO PEOPLE
       REALLY SPREAD?




                                              http://www.flickr.com/phot...
BABIES & KIDS ALWAYS WORK – BABIES GIGGLING ARE ONE OF
THE 10 MOST ADDICTIVE SOUNDS IN THE WORLD



                      ...
ANIMALS ARE A SURE HIT: THERE ARE AN OBSCENE NUMBER OF
LOLCATS OUT THERE – THIS ONE RANKS #6 ON THIS YEARS MOST
VIRAL CHAR...
HUMOR– WE INTUITIVELY UNDERSTAND THAT SHARING
FUNNY ANECDOTES IS AN EASY WAY TO STRENGTHEN BONDS



                      ...
EXTREME SKILL IS BOUND TO CAPTURE ATTENTION

                                http://www.youtube.com/watch?v=GxNl 9WMyC70
SEX - ALTHOUGH SEX SELLS, SURPRISINGLY IT DOES NOT
FEATURE ON THE VIRAL CHARTS TOP 20

                                  h...
DESTRUCTION – WE’VE ALWAYS LIKED TAKING THINGS APART TO
SEE WHAT WOULD HAPPEN


                                   http://...
MAGIC– IT’S ALWAYS AN ENCHANTING EXPERIENCE THAT GETS YOU
WONDERING AND LEAVES YOU FEELING…WELL BEWITCHED

               ...
UNIVERSAL CONCERNS – WILL ALWAYS FIND A CROWD TO
MOVE, MOBILIZE AND RESONATE WITH


                                   htt...
http://www.flickr.com/photos/limpopostudio/3186806743/



BUT THE TRUTH IS THERE IS NO MAGIC FORMULA TO CREATING
MEDIA THA...
THE HUMAN BRAIN RESPONDS TO EMOTIONS GENERATED BY
SPECIFIC CUES: PARODY, HUMOR, ABSURDITY, SHOCK, INTRIGUE
AND SURPRISE AR...
CONTENT SHOULD NOT BE PERFECT, AMBIGUITY IS GOOD
AND PREFERABLY THERE SHOULD BE ROOM LEFT FOR DOUBT &
SPECULATION: “IS THI...
WHY IS
SO IMPORTANT?




EVERY CLICK YOU MAKE ON THE INTERNET IS A VOTE FOR A BRAND.
BRANDS HAVE TO EARN THEIR PLACE ON TH...
AMBIGUITY AND SPECULATION         LEAD TO ENGAGEMENT:
WOM, CHATTER BUZZ AND SPREAD…A STRENGTHENED BOND WITH YOUR
AUDIENCE ...
SO ENGAGE YOUR AUDIENCE, GIVE THEM A ROLE TO PLAY



                                                http://oneframeoffame...
MAKE THEM PART OF THE EXPERIENCE...ONLY THEN WILL THEY SPREAD
YOUR EXPERIENCE.… AND PLEASE, STOP SAYING VIRAL!


         ...
CREDITS:

THIS IS THE PLACE TO ACKNOWLEDGE THE MANY BRILLIANT MINDS I HAVE
RUTHLESSLY STOLEN FROM. THE PEOPLE WHOSE WRITIN...
Stop Saying Viral - A Case for Spreadable Media
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Stop Saying Viral - A Case for Spreadable Media

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This is a presentation about viral media. It was prepared as a workshop and draws heavily on the writings of people like:FARIS YAKOB, BUD CADDELL, MIKE ARAUZ, HELGE TENNO, HENRY JENKINS & ANA DOMB, NOUVE INTERPLAY and others. It essentially makes a case for the adoption of the term "spreadable media" when referring to viral. To know why, you will have to read on.

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Transcript of "Stop Saying Viral - A Case for Spreadable Media"

  1. 1. STOP SAYING VIRAL!
  2. 2. HOW MANY TIMES HAS A CLIENT APPROACHED YOU AND SAID “WE’D LIKE YOU TO MAKE US A VIRAL OR A CREATIVE TEAM “I HAVE A REALLY GREAT IDEA FOR A VIRAL” WELL WHAT DO THEY MEAN BY THAT? WHAT IS A VIRAL? … I THINK WE’D ALL AGREE THIS IS A VIRAL.
  3. 3. BUT IS THIS A VIRAL? IT SURE GOT PASSED AROUND A LOT.
  4. 4. AND WHAT ABOUT THIS CHAIN LETTER?…. I THINK WE CAN ALL AGREE THAT THE DEFINITION OF VIRAL IS A LITTLE FUZZY. AND IS USED TO CHARACTERIZE A WIDE RANGE OF BEHAVIORS: SENDING LINKS BY EMAIL, MASHUPS, CLIPS, MOVIES, COMMERCIALS ETC.
  5. 5. SO WHAT MAKES SOMETHING VIRAL? NO DOUBT WE’VE ALL HEARD SOMEONE SAY AT SOME POINT OR ANOTHER: “VIRAL MEDIA IS VIRAL BECAUSE IT SPREADS LIKE A VIRUS”. WELL I’D LIKE TO QUESTION THAT PRESUMPTION BY WILL LION ON FLICKR
  6. 6. THE VIRAL METAPHOR IS FLAWED //Douglas Rushkoff A VIRUS IS ESSENTIALLY A SET OF GENETIC INSTRUCTIONS WRAPPED IN A PROTEIN. ONCE ATTACHED TO THE HOST CELL, THE VIRUS INJECTS ITS INSTRUCTION INTO THE CELL, REPLICATES ITSELF, THEN DETACHES FROM THE HOST CELL IN ORDER TO FIND A NEW CELL TO COMMANDEER. THE ONLY PURPOSE OF A VIRUS IS TO PRODUCE MORE OF ITSELF.
  7. 7. HOW DID THIS HAPPEN? @BUD_CADDELL WE BEGAN APPLYING THE VIRAL TERM TO DIGITAL ENVIRONMENTS WITH THE INVENTION OF THE COMPUTER VIRUS. THIS MADE SENSE AS THEIR PRIMARY FUNCTION WAS TO REPRODUCE THEMSELVES; SEIZE THE NORMAL FUNCTIONS OF THE SYSTEM AND INFECT EVERY HOST FILE ACCESSED
  8. 8. @BUD_CADDELL WHEN MARKETERS REALIZED WE WERE SPENDING MORE AND MORE TIME WITHIN NETWORKED DIGITAL SYSTEMS, AND MORE EXAMPLES OF HIGHLY SHARED CONTENT APPEARED THEY STARTED PAYING ATTENTION TO WHAT WE WERE WATCHING NOT BOTHERING TO WONDER WHY WE WERE SHARING AND SPREADING CLIPS OF SILLY MEN DANCING RATHER THAN THEIR AWARD WINNING ADS http://www.youtube.com/watch?v=7WmMcqp670s&feature=player_embedded
  9. 9. @bud_caddell @BUD_CADDELL INNEVITABLY MARKETERS DECIDED THERE MUST BE SOME TRUTH TO THE VIRAL METAPHOR IF WE WERE CONTAMINATING OTHER PEOPLE LIKE AS IF IT WAS THE FLU. TO THEM IT MUST HAVE SEEMED THAT IF NUMA NUMA COULD HAVE MILLIONS OF VIEWS, ALMOST ANYTHING COULD. REGARDLESS, THE VIRAL TERM WAS APPLIED TO THESE VIDEOS AND TOOK HOLD.
  10. 10. @FARIS SO WHAT IF WE USE THE WORD VIRAL - IT’S JUST SEMANTICS RIGHT? WRONG. WORDS MATTER. ARTISTIC LICENSE SHOULD BE USED TO ILLUMINATE, NOT TO OBFUSCATE.
  11. 11. THE CONCEPT OF VIRAL MEDIA IS FLAWED FOR MANY MORE REASONS
  12. 12. THE IDEA OF VIRAL MEDIA BREAKS DOWN BECAUSE IT IS AN OVERSIMPLIFICATION THAT STRIPS ASIDE THE SOCIAL AND CULTURAL CONTEXTS IN WHICH IDEAS CIRCULATE AND THE CONSCIOUS HUMAN CHOICES WHICH DETERMINE WHICH IDEAS ARE PASSED ALONG. @FARIS
  13. 13. “When we say something is viral we focus entirely on the content itself and not on the needs of the people that we are asking to spread our ideas” @Faris VIRUSES DON’T SELF PROPAGATE AND WORDS DO MATTER. VIRAL ASSUMES THE MECHANICS FOR DISTRIBUTION ARE BUILT RIGHT IN. THEY ARE NOT.
  14. 14. IN FACT, WHEN WE FOCUS EXCLUSIVELY ON THE CONTENT, WE END UP WITH A VIRAL METRICS SYSTEM THAT DEFINES VIRAL SUCCESS BY A VIRAL’S “STICKYNESS” –HOW MANY VIEWS A VIRAL GOT AND HOW MANY PEOPLE WATCHED
  15. 15. BY HELGE TENNO
  16. 16. WE NEED TO STOP COUNTING EYEBALLS AND OPT FOR THE “SPREADABILITY” MODEL THAT FACTORS IN OTHER CONSIDERATIONS LIKE WOM, BUZZ, AND THE FACT THAT IDEAS GET TRANSFORMED, REPURPOSED, REMIXED OR DISTORTED AS THEY PASS FROM HAND TO HAND. http://www.youtube.com/watch?v=0DvhqPnJzns
  17. 17. BECAUSE IT IS ONLY WHEN CONSUMERS MAKE THE BRAND MESSAGE THEIR OWN, BY TRANSFORMING IT AND REPURPOSING IT THAT IT TAKES ON SOCIAL WORTH AND ENTERS POP CULTURE OR WHAT HENRY JENKINS CALLS THE GIFT ECONOMY (MORE ABOUT THAT A LITTLE LATER)
  18. 18. ANOTHER REASON THE STICKYNESS MODEL DOESN’T WORK: IT FOCUSES ON THE INDIVIDUAL RATHER THAN THE SOCIAL NETWORK AND DOESN’T TAKE INTO ACCOUNT THE FACT CONSUMERS DO NOT LIVE ON ANY PARTICULAR SITE BUT RATHER LIVE ON A VARIETY OF ONLINE PLATFORMS – CONSTANTLY SWITCHING BETWEEN THEM.
  19. 19. THESE ARE JUST SOME OF MINE…
  20. 20. WE’RE MISSING THE POINT. AND THE POINT IS PEOPLE.
  21. 21. “People don’t engage with each other to exchange viruses. People exchange viruses as an excuse to engage with each other” Douglas Rushkoff WE CONVENIENTLY ASSUME THAT VIRALS ARE PUSHED WHEN IN FACT THEY ARE PULLED. EXPERIENCES ARE SPREAD DELIBERATELY. BY PEOPLE.
  22. 22. THESE EXCHANGES HAVE A SOCIAL FUNCTION, BOTH PHATIC AND GENEROUS. PEOPLE DO NOT SPREAD THINGS FOR THE SAKE OF SPREADING THEM. THEY OPERATE WITHIN A GIFT ECONOMY, WHERE VALUE IS GENERATED IN TRANSFERENCE, NOT PURCHASE. @FARIS http://www.flickr.com/photos/praisecheeses/3924338139/
  23. 23. Coca cola college COCA COLA INVITED COLLEGE STUDENTS TO EXPERIENCE THE HAPPINESS FACTORY VIA "THE HAPPINESS MACHINE". GO BUY A COKE AND YOU MIGHT END UP WITH TEN, OR A PIZZA, OR A TWENTY FOOT SUB. http://www.youtube.com/watch?v=_9iCbjXHVG8
  24. 24. A GROUP OF ART LOVERS TRYING TO PROMOTE ART & YOUNG ARTISTS SET OUT ON A PROJECT TO CHANGE THE FACE OF NEW YORK’S TIMES SQUARE AND PLASTER IT WITH ART
  25. 25. @POLLEMAAGT THE SUZUKI CAR BRAND TRYING TO MAKE RECESSION A LITTLE EASIER ON THEIR DRIVERS TOOK OVER A PETROL STATION AND SUBSIDIZED FUEL PRICES WITH A 30% DISCOUNT FOR A DAY
  26. 26. @ANADK SO HOW DO YOU MEASURE VIRAL?
  27. 27. WE NEED TO FORGET ABOUT TRYING TO MAKE THINGS VIRAL AND BEGIN TO UNDERSTAND WHAT PEOPLE WOULD LIKE TO SPREAD AND WHY.
  28. 28. WELL WE HAVE ALREADY SPOKEN ABOUT THE GIFT ECONOMY… AND ALTHOUGH THERE DEFINITELY IS AN ALTRUISTIC ASPECT IN PASSING ON AND SPREADING GIFTS, IT ALSO HAS EGOTISTIC AND SELFISH MOTIVES.
  29. 29. THE GIFTS I SHARE SAY SOMETHING ABOUT ME AND MY PERCEPTION OF THE PERSON I AM PASSING THEM ON TO, AS MUCH AS THEY EXPRESS MY OWN TASTE AND INTERESTS. THEY ARE A WAY FOR ME TO NOT ONLY CEMENT MY BOND WITH OTHERS BUT DETERMINE WHETHER WE BELONG TO THE SAME COMMUNITY..
  30. 30. WHERE DO WE GO FROM HERE?
  31. 31. HOW DO YOU DESIGN EXPERIENCES THAT SPREAD?
  32. 32. http://www.flickr.com/photos/22091386@N03/4177218994/ WELL FIRST YOU’VE GOT TO UNDERSTAND THAT PEOPLE’S LIVES DON’T REVOLVE AROUND YOUR BRAND, THEY REVOLVE AROUND LIFE.
  33. 33. “PEOPLE READ WHAT INTERESTS THEM AND SOMETIMES IT'S YOUR AD.” BILL BERNBACH IN A DIGITAL WORLD, PEOPLE SPEND THEIR TIME EXPLORING THE THINGS THEY ARE MOST PASSIONATE ABOUT
  34. 34. 1 TO EARN A PLACE ON THE CONSUMER’S RADAR AND IN THE CONSUMER’S LIFE, YOUR BRAND HAS TO START CARING ABOUT SOMETHING MORE IMPORTANT THAN ITS PRODUCT
  35. 35. 2 SPREADABLE MEDIA IS CREATED WITH AN UNDERSTANDING OF THE COMMUNITIES OF THE PEOPLE TO BE COURTED. IT IS CREATED SO THAT MEMBERS OF THOSE COMMUNITIES CAN FIND THE CONTENT EASILY AND SHARE IT
  36. 36. BY HELGE TENNO
  37. 37. WHAT COMMUNITY WILL SPREAD THIS EXPERIENCE? http://www.wereallfans.com/
  38. 38. THIS IMAGE, POSTED TO BUZZFEED, WAS THE 7TH "MOST VIRAL" POST OF THE WEEK, AND 4TH "MOST SHARED”. http://www.youtube.com/watch?v=WwoM5fLITfk
  39. 39. WHY DID THIS PARTICULAR IMAGE SPREAD SO MUCH FURTHER AND FASTER THAN THE AVERAGE IMAGE POSTED TO THE WEB?
  40. 40. LUCK HAD SOMETHING TO DO WITH IT, AS DID HUMOR, TIMELINESS AND AN OPENNESS TO INFOGRAPHICS-BASED JOKES BUT MOST OF ALL IT HAD TO DO WITH THE FACT IT APPEALED TO MANY DIFFERENT SOCIAL GROUPS AND WAS ABLE TO BRIDGE BARELY OVERLAPPING SOCIAL NETWORKS – THUS ACHIEVING SOCIAL CURRENCY AND EXPONENTIAL REACH
  41. 41. 3
  42. 42. BELIEVE IT OR NOT PEOPLE WANT TO MAKE A DIFFERENCE AND HELP THOSE LESS FORTUNATE THAN THEM – EQUALITY AND EQUAL OPPORTUNITY ARE STILL IDEAS THAT MOTIVATE http://www.youtube.com/watch?v=rphhfy4qCfc
  43. 43. 4
  44. 44. ENOUGH SAID ABOUT THIS– WE ALL HAVE COME TO ADMIRE THE SKILLS PUT IN MOTION DURING THE OBAMA CAMPAIGN http://www.youtube.com/watch?v=N3Ol8YlfWig
  45. 45. MAKE SURE EVERY EXPERIENCE YOU CREATE IS DESIGNED TO SPREAD THROUGH A DIGITAL SOCIAL NETWORK
  46. 46. @NOUVE INTERPLAY
  47. 47. Linkage economy the matthew effect @NOUVE INTERPLAY
  48. 48. BECAUSE THE WAY PEOPLE SPREAD AND SHARE INFORMATION IS BY EXCHANGING LINKS @NOUVE INTERPLAY
  49. 49. @NOUVE INTERPLAY
  50. 50. 5 CATER FOR THE REMIX CULTURE http://www.flickr.com/photos/wild_images/1402152097/ …AND LIGHT LOTS OF FIRES …. HERD LIKE COPYING IS HOW THINGS SPREAD…
  51. 51. http://thru-you.com/
  52. 52. REMIX IS USED TO MAKE MEANING SO IF YOU LET PEOPLE MESS WITH YOUR CONTENT, IT GETS MORE SPREADABLE BECAUSE SUDDENLY CONSUMERS HAVE A PERSONAL STAKE IN ITS PROPAGATION http://www.youtube.com/watch?v=jjXyqcx-mYY
  53. 53. 6 WHAT DO PEOPLE REALLY SPREAD? http://www.flickr.com/photos/11186622@N00/143311736/ THIS IS THE MILLION DOLLAR QUESTION: IF I WANTED TO MAKE A “SPREADABLE” CAMPAIGN – WHAT SHOULD BE IN IT? WHAT ARE THE LEADING THEMES?
  54. 54. BABIES & KIDS ALWAYS WORK – BABIES GIGGLING ARE ONE OF THE 10 MOST ADDICTIVE SOUNDS IN THE WORLD http://www.youtube.com/watch?v=XQcVllWpwGs
  55. 55. ANIMALS ARE A SURE HIT: THERE ARE AN OBSCENE NUMBER OF LOLCATS OUT THERE – THIS ONE RANKS #6 ON THIS YEARS MOST VIRAL CHART http://www.youtube.com/watch?v=0Bmhjf0rKe8
  56. 56. HUMOR– WE INTUITIVELY UNDERSTAND THAT SHARING FUNNY ANECDOTES IS AN EASY WAY TO STRENGTHEN BONDS http://www.youtube.com/watch?v=4-94JhLEiN0
  57. 57. EXTREME SKILL IS BOUND TO CAPTURE ATTENTION http://www.youtube.com/watch?v=GxNl 9WMyC70
  58. 58. SEX - ALTHOUGH SEX SELLS, SURPRISINGLY IT DOES NOT FEATURE ON THE VIRAL CHARTS TOP 20 http://www.youtube.com/watch?v=Rd27L4RDD94
  59. 59. DESTRUCTION – WE’VE ALWAYS LIKED TAKING THINGS APART TO SEE WHAT WOULD HAPPEN http://www.youtube.com/watch?v=l 69Vi5IDc0g
  60. 60. MAGIC– IT’S ALWAYS AN ENCHANTING EXPERIENCE THAT GETS YOU WONDERING AND LEAVES YOU FEELING…WELL BEWITCHED http://www.harrypottertweet.com/ SAMSUNG CAMERA TRICK: http://www.youtube.com/watch?v=iX8iVo5vc8o&feature=player_embedded
  61. 61. UNIVERSAL CONCERNS – WILL ALWAYS FIND A CROWD TO MOVE, MOBILIZE AND RESONATE WITH http://www.youtube.com/watch?v=Ei 6JvK0W 60I
  62. 62. http://www.flickr.com/photos/limpopostudio/3186806743/ BUT THE TRUTH IS THERE IS NO MAGIC FORMULA TO CREATING MEDIA THAT SPREADS, ONLY A FEW RULES OF THUMB
  63. 63. THE HUMAN BRAIN RESPONDS TO EMOTIONS GENERATED BY SPECIFIC CUES: PARODY, HUMOR, ABSURDITY, SHOCK, INTRIGUE AND SURPRISE ARE JUST SOME OF THEM
  64. 64. CONTENT SHOULD NOT BE PERFECT, AMBIGUITY IS GOOD AND PREFERABLY THERE SHOULD BE ROOM LEFT FOR DOUBT & SPECULATION: “IS THIS FOR REAL”?...”HOW DID THEY DO IT” …BECAUSE IT LEADS TO CONVERSATIONS AND EARNED MEDIA
  65. 65. WHY IS SO IMPORTANT? EVERY CLICK YOU MAKE ON THE INTERNET IS A VOTE FOR A BRAND. BRANDS HAVE TO EARN THEIR PLACE ON THE INTERNET. BY HELGE TENNO, BUD CADDELL & MIKE ARAUZ
  66. 66. AMBIGUITY AND SPECULATION LEAD TO ENGAGEMENT: WOM, CHATTER BUZZ AND SPREAD…A STRENGTHENED BOND WITH YOUR AUDIENCE (WHICH WAS KIND OF THE POINT FROM THE START) Ford Mondeo Desire: http://www.youtube.com/watch?v=va9luw8pjDY http://www.youtube.com/watch?v=bVq0u1BTGgE http://www.youtube.com/watch?v=_W -JRJsxvq0
  67. 67. SO ENGAGE YOUR AUDIENCE, GIVE THEM A ROLE TO PLAY http://oneframeoffame.com/
  68. 68. MAKE THEM PART OF THE EXPERIENCE...ONLY THEN WILL THEY SPREAD YOUR EXPERIENCE.… AND PLEASE, STOP SAYING VIRAL! http://www.youtube.com/watch?v=F1uwexYeKAg&feature=player_embedded
  69. 69. CREDITS: THIS IS THE PLACE TO ACKNOWLEDGE THE MANY BRILLIANT MINDS I HAVE RUTHLESSLY STOLEN FROM. THE PEOPLE WHOSE WRITINGS I HAVE BEEN READING RELIGIOUSLY OVER THE COUPLE OF MONTHS. FORWARD THINKERS IN THE PLANNING INDUSTRY WHOSE GENEROSITY IN SHARING THEIR THOUGHTS MAKES US ALL BETTER AT WHAT WE DO, PUSHING US TO THINK HARDER AND REVISIT SO MANY NOTIONS WE TAKE FOR GRANTED: FARIS YAKOB BUD CADDELL MIKE ARAUZ HELGE TENNO HENRY JENKINS ANA DOMB NOUVE INTERPLAY POLLEMAAGT I TRULY HOPE I HAVE NOT OFFENDED YOU, (THIS WAS PREPARED AS A WORKSHOP) BUT IF I DID, PLEASE DROP ME A LINE ON TWITTER @HASSONTWINS
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