The “Filter Bubble” and its effect
on the public sphere
Literature Review: !
What is the Filter Bubble?
What can advertisers learn from the two biggest
content websites on the ne...
Methodology
Screenshot: amazon.com
Literature Review
“A squirrel dying in front of your
house may be more relevant to your
interests right now than people dying
in Africa.”
- ...
Our perception of reality online
Scott’s Search Daniel’s Search
Screenshot: TED Talk
Old Gatekeepers
New Gatekeepers
How do advertisers get here?
Case Studies
What can advertisers learn
from the two biggest content
websites on the net?
BuzzFeed
A listicle by me
A full page ad in Austria’s
biggest newspaper
What Buzzfeed teaches
us about bursting the Filter Bubble
Create easily digested content by
writing in lists and create vi...
Upworthy
Upworthy
Upworthy
2 Million views
17 Million
What Upworthy teaches
us about bursting the Filter Bubble
Reframe your messages
Test your messages
Write 25 headlines
Buzz...
What does the anatomy of a
compelling story look like?
Tell Stories
Setting
Decision
Challenge
Solution
Elements of a story
Let people, customers, voters
tell stories
Instead of talking about them
!
Tell the origin story of a company or a product...
Thanks!
E-Mail: pick@pickundbarth.at
!
Twitter: @yussipick
!
Book/Blog:www.echoprinzip.at
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Presentation at the EdCom Conference "Life in the cloud"

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Presentation at the Conference of the European Institute of Commercial Communications Education (edcom) in Barcelona, May 2014.

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Presentation at the EdCom Conference "Life in the cloud"

  1. 1. The “Filter Bubble” and its effect on the public sphere
  2. 2. Literature Review: ! What is the Filter Bubble? What can advertisers learn from the two biggest content websites on the net? What does the anatomy of a compelling story look like? Case Studies:
  3. 3. Methodology
  4. 4. Screenshot: amazon.com Literature Review
  5. 5. “A squirrel dying in front of your house may be more relevant to your interests right now than people dying in Africa.” - Mark Zuckerberg
  6. 6. Our perception of reality online
  7. 7. Scott’s Search Daniel’s Search Screenshot: TED Talk
  8. 8. Old Gatekeepers
  9. 9. New Gatekeepers
  10. 10. How do advertisers get here?
  11. 11. Case Studies
  12. 12. What can advertisers learn from the two biggest content websites on the net?
  13. 13. BuzzFeed
  14. 14. A listicle by me A full page ad in Austria’s biggest newspaper
  15. 15. What Buzzfeed teaches us about bursting the Filter Bubble Create easily digested content by writing in lists and create visual content
  16. 16. Upworthy
  17. 17. Upworthy
  18. 18. Upworthy 2 Million views 17 Million
  19. 19. What Upworthy teaches us about bursting the Filter Bubble Reframe your messages Test your messages Write 25 headlines Buzzword + positive Adjectiv + Curiosity + Promise = Engagement = Sharing
  20. 20. What does the anatomy of a compelling story look like?
  21. 21. Tell Stories
  22. 22. Setting Decision Challenge Solution Elements of a story
  23. 23. Let people, customers, voters tell stories Instead of talking about them ! Tell the origin story of a company or a product What Innocents teaches us about bursting the Filter Bubble
  24. 24. Thanks! E-Mail: pick@pickundbarth.at ! Twitter: @yussipick ! Book/Blog:www.echoprinzip.at

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