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Presentation at the EdCom Conference "Life in the cloud"
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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.

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

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  • 1. The “Filter Bubble” and its effect on the public sphere
  • 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. Methodology
  • 4. Screenshot: amazon.com Literature Review
  • 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. Our perception of reality online
  • 7. Scott’s Search Daniel’s Search Screenshot: TED Talk
  • 8. Old Gatekeepers
  • 9. New Gatekeepers
  • 10. How do advertisers get here?
  • 11. Case Studies
  • 12. What can advertisers learn from the two biggest content websites on the net?
  • 13. BuzzFeed
  • 14. A listicle by me A full page ad in Austria’s biggest newspaper
  • 15. What Buzzfeed teaches us about bursting the Filter Bubble Create easily digested content by writing in lists and create visual content
  • 16. Upworthy
  • 17. Upworthy
  • 18. Upworthy 2 Million views 17 Million
  • 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. What does the anatomy of a compelling story look like?
  • 21. Tell Stories
  • 22. Setting Decision Challenge Solution Elements of a story
  • 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. Thanks! E-Mail: pick@pickundbarth.at ! Twitter: @yussipick ! Book/Blog:www.echoprinzip.at

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