MKT 389
EMOTION, VISIBILITY, SHORT FORM
WRITING & MEMES
PRELIMINARY DISCUSSION
Why do we share when we care? What does this even mean?!

Do you think the ease of sharing content ...
EMOTION
Working in your groups
take 10 minutes to find 5
examples of ‘viral’ content
and classify the emotion
or emotions ...
DO ALL EMOTIONS GET
SHARED?
Of the examples we discovered what is missing? Are there
human emotions that are inherently no...
BERGER’S TAKE
HIGH AROUSAL

LOW AROUSAL

POSITIVE

Awe
Excitement
Funny

Contentment

NEGATIVE

Anger
Fear
Disgust/Revulsi...
SHORT FORM SOCIAL
MEDIA WRITING
Popcorn Content

by Nick Usborne

Short book covers topic
amazingly

Download on your phon...
THE PREMISE
Popcorn is social and shareable

Popcorn is irresistible
Popcorn is fleeting
Popcorn makes you smile
Popcorn h...
MAKE SHORTFORM
CONTENT LIKE POPCORN
Frontload text with most important words

Share what’s new
Begin text with numbers
Sta...
SHORTFORM NARRATIVES
How can shortform social media sites created narrative type
content that engages over time?
In other ...
FOR NEXT WEEK
Discussion will focus on long form social media writing and
blogging.
Write a long form blog entry for your ...
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Mkt389week8

  1. 1. MKT 389 EMOTION, VISIBILITY, SHORT FORM WRITING & MEMES
  2. 2. PRELIMINARY DISCUSSION Why do we share when we care? What does this even mean?! Do you think the ease of sharing content is a negative or positive effect on sharing? Over-sharing (depth and quantity)? Why would we share more from mobile devices? What’s the science behind this? What is awe? What role does positive v negative emotion play in sharing? What role does physiological arousal play in sharing? Why do we imitate others? What is social proof? Why is livestrong yellow band an excellent example of the public nature of viralness? How is social proof and public-ness played out in social media environments?
  3. 3. EMOTION Working in your groups take 10 minutes to find 5 examples of ‘viral’ content and classify the emotion or emotions each represent. You cannot use the same emotion twice.
  4. 4. DO ALL EMOTIONS GET SHARED? Of the examples we discovered what is missing? Are there human emotions that are inherently non-sharable? Why or why not?
  5. 5. BERGER’S TAKE HIGH AROUSAL LOW AROUSAL POSITIVE Awe Excitement Funny Contentment NEGATIVE Anger Fear Disgust/Revulsion Anxiety Sadness
  6. 6. SHORT FORM SOCIAL MEDIA WRITING Popcorn Content by Nick Usborne Short book covers topic amazingly Download on your phone as a kindle book for less than $7
  7. 7. THE PREMISE Popcorn is social and shareable Popcorn is irresistible Popcorn is fleeting Popcorn makes you smile Popcorn has massive profit margins for those who sell it! Popcorn is just the beginning (in a bar, movie theater etc. No one lives on it!)
  8. 8. MAKE SHORTFORM CONTENT LIKE POPCORN Frontload text with most important words Share what’s new Begin text with numbers Start with How to… Lists are popular Share secrets Intrigue! Controversy! Whys is Buzzfeed.com king of the mountain when it comes to popcorn content? How is Buzzfeed like popcorn?
  9. 9. SHORTFORM NARRATIVES How can shortform social media sites created narrative type content that engages over time? In other words, can content be serialized to sustain emotional response or build it over time? Create a 10 part short form ‘story’ related to your fan media, In 10 parts (140 character each max) tell a story that would engage your followers that is based upon eliciting an emotional response that is physiologically arousing. Tell us the story and see if we can guess the emotion.
  10. 10. FOR NEXT WEEK Discussion will focus on long form social media writing and blogging. Write a long form blog entry for your blog (or if you are already long form entries, select a favorite post) and be prepared to share it with the class. You’ll be asked to explain your ‘inspiration’ behind the post as well as what you wanted to achieve informationally, how you wrote it, your revision/review process etc. Long means 300 words or more!
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