Social graph theory viral

1. Online Marketing
Building brands with digital in the core

2. welcome to
the new world

3. welcome to
the new world
with a new communication paradigm

4. 2001 New York

5. 2005 London

6. 2009 New York

7. 2014 Hawaii

8. 2015 Paris

11. 2015 #brusselslockdown

12. 2015 #brusselslockdown

14. 2017 #metoo

15. welcome to
the new world
with a new communication paradigm
dialogue

16. traditional
publishing
social
publishing
interaction

17. the web is being rebuild
around people

18. the web is being rebuild
around people
30 minutes
779 295 retweets

19. the web is being rebuild
around people

20. the web is being rebuild
around people

21. the web is being rebuild
around people

22. It’s not about technology
It’s about behaviour

23. the web is being rebuild
around people
understanding the social graph

24. Leonhard Euler
Swiss Mathematician
Graph Theory
the social graph

25. is the mapping of everybody
how they are related, and
how they interact
the social graph

26. we live in a networked society
the social graph
1

27. we can have multiple groups of
friends
the social graph
2

38. 5

39. 3

41. 150

43. …

44. 5

55. 1 to 1

57. 1 to 1 to many

62. (1 to 1 to many)n

63. #jesuischarlie

64. Who are you online?
@

65. Going viral

66. Going viral

67. Going viral
February 25th, 2015
Swiked
“Guys please help me - is
this dress white and gold
or blue and black? Me
and my friend can’t agree
and we’re freaking the
f**k out”

68. Going viral
#thedress

69. Going viral
#thedress

70. Going viral
#thedress

71. Going viral
#thedress

72. Going viral

73. Going viral
#icebucketchallenge

74. Going viral
#mannequinchallenge

75. ?
Going viral
What makes this so viral

76. ?
Going viral
What makes this so viral

77. Going viral
These are just prerequisatories.
Every day marketing campaigns
are started which tick all the boxes.

78. Going viral
Unfortunately it’s not about creativity,
but all about mathematics.

79. Going viral
Duncan Watts
Six degrees. The science of a connected age.
2003

80. Going viral
six degrees. the science of a connected age
6 degrees of separation
Milgram,1967

81. 6 degrees of Kevin Bacon
www.sixdegrees.org

82. Going viral
six degrees. the science of a connected age
2008
5,28 hops
2011
4,74 hops
2016
3,57 hops

83. Going viral
six degrees. the science of a connected age
That moment when everybody claps in synchronicity
Information Cascade

84. Going viral
six degrees. the science of a connected age
Once commenced it becomes self-perpetuating.
Information Cascade

85. Going viral
six degrees. the science of a connected age
Do you need the Internet to create
an information cascade?

86. Going viral
six degrees. the science of a connected age
Do you need the Internet to create
an information cascade?
NO, but it can help.

87. Going viral
six degrees. the science of a connected age
Can you cause an information cascade,
(and if so how)?
1

88. Going viral
six degrees. the science of a connected age
Do networks have weak-points, if hit precisely,a
small shock would explode like an epidemic?
2

89. Going viral
six degrees. the science of a connected age
Yes!
It has to do with how humans make up their mind.

90. Going viral
six degrees. the science of a connected age
“Other people control (y)our mind”
You Other Other Other Other

91. “Other people control our mind”

92. or differently put
“Other people control our mind”
on average people buy 15% of the time, but when
someone next to you orders something your
chances of buying something rise to 20%

93. Going viral
six degrees. the science of a connected age
It’s all about exceeding the critical threshold

94. Going viral
six degrees. the science of a connected age
Exceeding the threshold depends on
• the virality of the message or behavior
• the number of infected neighbors

95. BUT
when the threshold is passed,
and the message goes viral…

96. social
superpowers

103. social
superpowers

105. CASE :

106. CASE :
85%
34y<

108. social
superpowers

109. CASE :

110. before there was
Lumia there was

111. CASE :
Launchofthenew
PureViewonNokiaLumia

113. “In an effort to demonstrate the benefits of optical
image stabilization (…), we produced a video that
simulates what we will be able to deliver with OIS. (…)
We should have posted a disclaimer stating this was a
representation of OIS only. This was not shot with a
Lumia 920. At least, not yet. We apologize for the
confusion we created.”
Heidi Lemmetyinen
editor-in-chief of Conversation at Nokia Blog

118. social
superpowers