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Spreadable media

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  • Not content for its own sake
  • Transcript

    • 1. Spreadable Media
    • 2. “our creative process has us watering down ideas in pursuit of the broadest possible net, when every day the human being is seeking the opposite”
      Tim Stock, scenarioDNA
    • 3. Some History
    • 4. We are super social apes
      We form tribes around shared interests
      We change our behaviour by copying others
      We rely on other opinions to guide our own
    • 5. Community dislocation
      Mass urbanisation caused a breakdown in social bonds
    • 6. The rise of free time
      Advanced industrialisation created mass free time...
      ...for the first time
    • 7. Mass media
      Which was filled by mass media, rather than people...
      ...as people were limited by location, but media weren’t
    • 8. Now we aren’t limited by location
      Our free time can focus on what we are really interested in
      Other people
    • 9. Timeline
      1800
      1600
      1700
      1900
      2000
      Pre-Industrial age
      Industrialisation
      Post War
      Internet Age
      P2P media
      Mass Media
      Mass P2P Media
    • 10. Media Economics
      Infinite
      $High
      Cost of media
      Amount of media
      Scarce
      $0
      1968
      2011
    • 11. Attention Economics
      Media planning is based on media scarcity
      Value is monetary
      But infinite media has no monetary value
      .... The resource it consumes is attention
    • 12. How to plan for attention economies
    • 13. We aren’t looking in the right place
      Totally Generic Information
      Demographics are about similarity
      People are about individuality
    • 14. Yes, we are all individuals
      Averages by nature are not differentiating
      Our individuality makes us human
    • 15. Richness
      Nobody ever comes out of a movie saying “that was a really good movie. I really enjoyed it. It was really clear”
      Russell Davies
      To succeed, ideas move from ‘Big, Simple, Single’
      To ‘Niche, Many Rich’
    • 16. The intersection of rational and herd behaviour
      Who we are
      Who we aspire to be
      Cultural copying
      Statements of individuality
      Being human
    • 17. People distribute niche ideas
      We understand the subtle nuances of our communities
      And we change the message accordingly
    • 18. Because it is really easy.....
    • 19. Recontextualising used to be high culture
      T.S.Eliot
      Quoting and referencing as a literary technique
      Recontextualising existing frame of reference
    • 20. Now anyone can do this
    • 21. Remixing took immense skill in the analogue world
      Grandmaster Flash
      Creating new culture by combining and recontextualising
    • 22. Now the tools are on every computer
    • 23. How can brands inspire this behaviour?
    • 24. Brands can’t create communities
      What lights the fire?
      An influential match?
      Or the right conditions for fires
    • 25. Influence isn’t done by the influencer
      Who influenced who?
      And who chose to copy who?
    • 26. We learn by copying others.....
      But we’ve been trained not to admit it
      (to teachers or to qualitative researchers)
    • 27. How things spread
    • 28. How things spread
      “As content spreads it gets remade, either literally through sampling and remixing, or figuratively via its insertion into conversations and interactions”
      Professor Henry Jenkins, Spreadable Media (2009)
    • 29. Literally
    • 30. Literally
    • 31. Figuratively
      Simples!
    • 32. Content is a means not an end
      People spend time in social networks because of people
      Content is just something to talk about
    • 33. How things spread
      “If we want to predict what will spread, we have to develop a fuller understanding of the ways that the circulation of information may strengthen or damage social relations”
      Confer Status
      Strengthen bonds
      Define the community
      Professor Henry Jenkins, Spreadable Media (2009)
    • 34. Humour
      A joke is a medium not a message.
      The message is
      ‘I’m a funny guy’
      The physical act of sharing humour strengthens bonds
      The joke is the means by which you transmit this information
      Confirming that subject is a shared source of humour defines who is in and out of the community
    • 35. Designing for communities
      NB – slide blatantly lifted from Mike Arauz’sDesign for Networks
    • 36. What happened next
      NB – slide blatantly lifted from Mike Arauz’sDesign for Networks
    • 37. Why?
      Designed to appeal to a number of niches
      Conferring status and belonging on each
      NB – slide blatantly lifted from Mike Arauz’sDesign for Networks
    • 38. So spreadable media is inherently creative
      Media
      Neutral
      Media positive
    • 39. Personalisation to share
    • 40. Personalisation unique to you
    • 41. A big incentive
    • 42. Richness
    • 43. Famous for fifteen people
      Aggregating niche communities
      Giving community leaders a larger platform
      Confers status, strengthens bonds
    • 44. Product + Big Incentive
    • 45. Advertising is the last thing you should do
      Advertising is not what you do....
      ...it’s how you tell people what you’ve done
    • 46. All the above

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