Ben Huh The Power of Humor - SIC2012

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Conveying a sense of humor is crucial to a campaign’s success. To truly connect with the Millennial audience, a modern brand must incorporate humor into their marketing strategy using a format of …

Conveying a sense of humor is crucial to a campaign’s success. To truly connect with the Millennial audience, a modern brand must incorporate humor into their marketing strategy using a format of humor they understand—memes. Join expert memeologist Ben Huh as he explains the humor behind memes, and why brands with personality drive deeper audience engagement.

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  • 1. Ben Huh, CEO
  • 2. This is Cheezburger
  • 3. Cheezburger: Experts in memes, since 2007 Google Search Results for “MEME”Search Volume Index 10.0 5.00 is born! 2006 2007 2008 2009 2010 2011 2012 Google Trends
  • 4. The POWER of HUMOR
  • 5. The science of humor“ Laughter is part of a universal language of basic emotions that all humans share. "Cross-cultural recognition of basic emotions through nonverbal emotional vocalizations", National Academy of Sciences, (2010) Laughing 100 times a day is the equivalent of 10 minutes of rowing "Advances in the Clinical Use of Humor", Handbook of Humor and Psychotherapy, William Fry & Waleed Salameh (1987) Laughter allows a person to “forget” about pains and aches. "Effects of Laughter and Relaxation on Discomfort Thresholds", Journal of Behavioral Medicine, Rosemary Cogan, (1987) Laughter strengthens the immune system by increasing infection-fighting antibodies "The Laughter-Immune Connection", American Association of Therapeutic Humor, Lee Berk, Dr.P.H., M.P.H. & Stanley Tan, M.D. Ph.D. (1996)
  • 6. The power of humor
  • 7. The power of humor
  • 8. The power of humor
  • 9. The power of humor“ The best ideas come as jokes. Make your thinking as funny as possible.” — David Ogilvy
  • 10. Humor is part of every brand persona Humor OFFLINE ONLINE Encourages Sharing!Presence of Humor Brand Persona
  • 11. Personality drives brand loyalty Achieving BRAND LOYALTY Developing Defines Encourages FUN ENGAGEMENCONTENT PERSONA T
  • 12. Personality drives purchasing64% 32%say they’re more likely to have made a purchase aftermake a purchase from a seeing an image on abrand that interacted with socialthem on social media image-sharing site Bizrate InsightsInboxQ, May 2011
  • 13. Humor is part of every brand personality
  • 14. How to be funnyMake Something FunnyCURATE or REMIX or CREATEwhat you find funny an existing meme a new meme
  • 15. Cultural RELEVANCY
  • 16. Be culturally relevant
  • 17. What are people doing online?U.S. Monthly Time Spent WHERE DO THEY GO?On most heavily used Internet sectors (MILLIONS OF HOURS) Social Social Networks/Blogs Networks Games WHAT DO THEY DO? Email Portals Share Videos Images Search WHAT KIND OF IMAGES? Memes0 100M 200M 300M 400M 500M 600M 700M 800M 900M Nielson NetView June 2010
  • 18. Internet culture is mainstream culture Traffic growth of TOP 7 Internet culture sites 201M 122M 2011 2012 Quantcast
  • 19. Memes are social content Sharing on Cheezburger 40,000 35,000Daily Average 30,000 25,000 239% 20,000 Increase in 15,000 sharing! 10,000 5000 0 2011 2012 Quantcast
  • 20. Internet culture influences what we buy84% of Millennials believe user-generated content has influence on what they buy . (Bazaarvoice)65% social networks when making a purchasing decision . of users aged 18-24 considered information shared on (eMarketer)
  • 21. The power of imagesIMAGES Compared to text links, image posts fromare more likely Cheezburger getto be promotedon Facebook 20X The Viralitythan status and almostupdates or links. 2X* The Reach
  • 22. Why people share social contentIt’s Effortless & Fun
  • 23. Trending memes of 2012 so far Trending Memes of 2012 so far
  • 24. Trending memes of 2012 so farTHE MEME: Ermahgerd
  • 25. Trending memes of 2012 so farTHE MEME: If You Know What I Mean
  • 26. Trending memes of 2012 so farTHE MEME: Overly Attached Girlfriend
  • 27. Trending memes of 2012 so farTHE MEME: Twilight Bashing
  • 28. Our PLATFORM
  • 29. How we deliver: the processStep 1Determine your campaign’smeme frameworkStep 2Develop effortless and funmeme toolsStep 3Harness a communityto spread the meme
  • 30. Your campaign, our platform I n t e r n e t E x p
  • 31. STEP 1: Determine your meme frameworkThere are dozens of meme frameworks: Captions, stamps, triptychs, comparisons…
  • 32. STEP 1: Determine your meme framework Find the key component that will make the meme successful. In this case, it’s LINE CHARTS
  • 33. STEP 2: Develop effortless and fun meme tools
  • 34. STEP 3: Harness a community to spread the meme Cheezburger creates a site that encourages the community to engage with the meme
  • 35. Questions? Ben Huh, CEO @BenHuh