The Science of Social MediaHow to engineer contagious ideas.         Dan Zarrella         Social Media Scientist
Unicorns andRainbows
Unicorns & Rainbows Myth:Don’t call yourself aguru.
Science:           `
Ideas do notspread becausethey are “good.”
Meme:A unit of culturalinheritance.
Our worldis made ofmemes.
Memetics:The study ofcultural transfer.
Variation+ Competition  Evolution
Takeaway:Try lots of campaignsand iterate on whatworks.
R0Reproduction Rate(The average number of new infections asingle infection case will cause)
Selectionpressure: a factor thatreduces R0.
The variationbest suited topressures wins.
Fruit Flies                Fecundity    Longevity                            Elephants
ReTweets               Fecundity   Longevity                           Religions
R0 >1 EpidemicR0 =1 EndemicR0 <1 Die out
Myth:All “viral” ideas spreadexponentially.
Seed       Spread
Reality:Most ideas have anR0 under 1.
If I’m going to spreadyour idea 3 things haveto happen…
ExposureAwarenessMotivation
As marketers we canoptimize for each step…
Reach   Exposure        Awareness        Motivation
Seeds
Let R0 = .1•If seed = 10           •If seed = 100,000    •Generation 2 = 1       •Generation 2 = 10,000    •Generation 3 <...
Big Seeds
Takeaway:Audience size doesmatter.
Influencers
`
`
Takeaway:Find and target yourinfluencers.
Exposure            AwarenessAttention            Motivation
Breaking throughthe noise
`
Takeaway:Bigger & louderworks – to a point.
Selective attention:hearing your name acrossa crowded,noisy room.
Takeaway:Personalize: talk toyour audience.
Avoiding crowds
`
`
`
Takeaway:Avoid link fatigue.
Exposure          AwarenessSharing   Motivation
Why do people share?
Performance:Social media users are alwaysperforming in front of a crowdof their friends.
Reputation:People share content to increasetheir reputations.
Takeaway:Help your audiencelook cool.
Social exchange
“… the more valuable the sentiment oractivity the members exchange withone another, the greater the averagefrequency of in...
Novelty
Scarcity
Warnings
Informationvoids
Takeaway:Don’t let informationvoids form.
Imitation
Social Proof
“We view a behavior as more correct…to the degree that we see othersperforming it”-Robert Cialdini
Informationcascades
A    ? ? ? ? ?B
Which restaurant wouldyou pick?
AB
The goliatheffect
The villainis wrongingthe victim.
CommunalRecreation
Zombies    Marketing          Me
Anytime my friends see an articleabout “marketing to zombies”they send it to me.
Takeaway:Use combinedrelevance.
What do peopleshare?
Gossip is just newsrunning ahead of itself in ared satin dress.-Liz Smith
“…advertisements that wereboth original and familiarattracted the largest amount ofattention…”Breaking Through the Clutter...
New/Old
Most ReTweetable Words & Phrases   1. you          11. please retweet   2. twitter      12. great   3. please       13. so...
Takeaway:Don’t forget calls-to-action.
Least ReTweetable Words & Phrases    1. game         11. well    2. going        12. sleep    3. haha         13. gonna   ...
Takeaway:Don’t talk aboutyourself so much.
Dan Zarrella@DanZarrella
The Science of Social Media
The Science of Social Media
The Science of Social Media
The Science of Social Media
The Science of Social Media
The Science of Social Media
The Science of Social Media
The Science of Social Media
The Science of Social Media
The Science of Social Media
The Science of Social Media
The Science of Social Media
The Science of Social Media
The Science of Social Media
The Science of Social Media
The Science of Social Media
The Science of Social Media
The Science of Social Media
The Science of Social Media
The Science of Social Media
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The Science of Social Media

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In this presentation, Social Media Scientist Dan Zarrella explains how to engineer contagious ideas.

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The Science of Social Media

  1. The Science of Social MediaHow to engineer contagious ideas. Dan Zarrella Social Media Scientist
  2. Unicorns andRainbows
  3. Unicorns & Rainbows Myth:Don’t call yourself aguru.
  4. Science: `
  5. Ideas do notspread becausethey are “good.”
  6. Meme:A unit of culturalinheritance.
  7. Our worldis made ofmemes.
  8. Memetics:The study ofcultural transfer.
  9. Variation+ Competition Evolution
  10. Takeaway:Try lots of campaignsand iterate on whatworks.
  11. R0Reproduction Rate(The average number of new infections asingle infection case will cause)
  12. Selectionpressure: a factor thatreduces R0.
  13. The variationbest suited topressures wins.
  14. Fruit Flies Fecundity Longevity Elephants
  15. ReTweets Fecundity Longevity Religions
  16. R0 >1 EpidemicR0 =1 EndemicR0 <1 Die out
  17. Myth:All “viral” ideas spreadexponentially.
  18. Seed Spread
  19. Reality:Most ideas have anR0 under 1.
  20. If I’m going to spreadyour idea 3 things haveto happen…
  21. ExposureAwarenessMotivation
  22. As marketers we canoptimize for each step…
  23. Reach Exposure Awareness Motivation
  24. Seeds
  25. Let R0 = .1•If seed = 10 •If seed = 100,000 •Generation 2 = 1 •Generation 2 = 10,000 •Generation 3 < 1 •Generation 3 = 1,000 •Generation 4 = 100 •Generation 5 = 10 •Generation 6 = 1
  26. Big Seeds
  27. Takeaway:Audience size doesmatter.
  28. Influencers
  29. `
  30. `
  31. Takeaway:Find and target yourinfluencers.
  32. Exposure AwarenessAttention Motivation
  33. Breaking throughthe noise
  34. `
  35. Takeaway:Bigger & louderworks – to a point.
  36. Selective attention:hearing your name acrossa crowded,noisy room.
  37. Takeaway:Personalize: talk toyour audience.
  38. Avoiding crowds
  39. `
  40. `
  41. `
  42. Takeaway:Avoid link fatigue.
  43. Exposure AwarenessSharing Motivation
  44. Why do people share?
  45. Performance:Social media users are alwaysperforming in front of a crowdof their friends.
  46. Reputation:People share content to increasetheir reputations.
  47. Takeaway:Help your audiencelook cool.
  48. Social exchange
  49. “… the more valuable the sentiment oractivity the members exchange withone another, the greater the averagefrequency of interaction of themembers.”Social Behavior as ExchangeGeorge C. Homans
  50. Novelty
  51. Scarcity
  52. Warnings
  53. Informationvoids
  54. Takeaway:Don’t let informationvoids form.
  55. Imitation
  56. Social Proof
  57. “We view a behavior as more correct…to the degree that we see othersperforming it”-Robert Cialdini
  58. Informationcascades
  59. A ? ? ? ? ?B
  60. Which restaurant wouldyou pick?
  61. AB
  62. The goliatheffect
  63. The villainis wrongingthe victim.
  64. CommunalRecreation
  65. Zombies Marketing Me
  66. Anytime my friends see an articleabout “marketing to zombies”they send it to me.
  67. Takeaway:Use combinedrelevance.
  68. What do peopleshare?
  69. Gossip is just newsrunning ahead of itself in ared satin dress.-Liz Smith
  70. “…advertisements that wereboth original and familiarattracted the largest amount ofattention…”Breaking Through the Clutter: Benefits of Advertisement Originality andFamiliarity for Brand Attention and MemoryRik Pieters, Luk Warlop and Michel Wedel 2002
  71. New/Old
  72. Most ReTweetable Words & Phrases 1. you 11. please retweet 2. twitter 12. great 3. please 13. social media 4. retweet 14. 10 5. post 15. follow 6. blog 16. how to 7. social 17. top 8. free 18. blog post 9. media 19. check out 10. help 20. new blog post
  73. Takeaway:Don’t forget calls-to-action.
  74. Least ReTweetable Words & Phrases 1. game 11. well 2. going 12. sleep 3. haha 13. gonna 4. lol 14. hey 5. but 15. tomorrow 6. watching 16. tired 7. work 17. some 8. home 18. back 9. night 19. bored 10. bed 20. listening
  75. Takeaway:Don’t talk aboutyourself so much.
  76. Dan Zarrella@DanZarrella

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