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finnWEBINAR
GOING #VIRAL: WHAT
“THE DRESS” CAN
TEACH US ABOUT
PR
26/
03/
2015
FINN Public Relations
RAF WEVERBERGH
MANAGIN...
finn
GOING #VIRAL
#GOINGVIRAL
??????????
SLIDESHARE
MEET “THE DRESS”
finn
finn
GOING #VIRAL
ON FEBRUARY 25TH, USER “SWIKED” POSTED THIS
MESSAGE ON TUMBLR:
“GUYS PLEASE HELP ME - IS THIS DRESS WHIT...
finn
GOING #VIRAL
finn
GOING #VIRAL
NEXT, THIS HAPPENED:
finn
GOING #VIRAL
finn
GOING #VIRAL
finn
GOING #VIRAL
AS CLOSE AS IT GETS TO PURE VIRALITY. DOES
THIS REMIND YOU OF SOMETHING? OF COURSE
IT DOES:
finn
GOING #VIRAL
finn
GOING #VIRAL
“BETWEEN JUNE 1 – SEPTEMBER 1, MORE THAN 17
MILLION VIDEOS RELATED TO THE ICE BUCKET
CHALLENGE WERE SHAR...
finn
GOING #VIRAL
THE QUESTION WE GOT FROM JOURNALISTS:
“WHAT IS IT ABOUT THE ICE BUCKET
CHALLENGE” THAT MAKES IT SO #VIRA...
finn
GOING #VIRAL
SOURCE: JEREMIAH OWYANG
finn
GOING #VIRAL
HOWEVER, THESE ARE PREREQUISITES, BUT
NOT AN EXPLANATION FOR THE PHENOMENON.
EVERY WEEK, THOUSANDS OF CA...
finn
GOING #VIRAL
WHY DID THE DRESS AND THE ICE BUCKET
CHALLENGE SUCCEED WHERE ALL THE OTHERS
FAILED? THAT IS THE QUESTION.
THE ANSWER IS NOT
IN CREATIVITY, IT’S IN
MATHEMATICS
finn
finn
GOING #VIRAL
IN 2003, DUNCAN WATTS WROTE
“SIX DEGREES. THE SCIENCE OF
A CONNECTED AGE”, WHICH
EXPLAINS VIRAL PHENOMEN...
finn
GOING #VIRAL
YOU KNOW THAT MOMENT WHEN AN
ENTIRE CONCERT HALL STARTS TO CLAP IN
SYNCHRONICITY?
THAT’S WHAT HAPPENS ON...
finn
GOING #VIRAL
“DURING SUCH AN EVENT, INDIVIDUALS IN A
POPULATION ESSENTIALLY STOP BEHAVING
LIKE INDIVIDUALS AND START ...
finn
GOING #VIRAL
“WHAT ALL INFORMATION CASCADES HAVE
IN COMMON, HOWEVER, IS THAT ONCE
ONE COMMENCES, IT BECOMES SELF-
PER...
BUT WHERE DO THEY COME
FROM?
finn
finn
GOING #VIRAL
INCIDENTALLY, THE ICE BUCKET CHALLENGE
CAME OUT OF BOSTON:
finn
GOING #VIRAL
finn
GOING #VIRAL
SOURCE: FACEBOOK
DO YOU NEED THE INTERNET
TO CREATE ONE?
finn
finn
GOING #VIRAL
IT CERTAINLY HELPS, BUT: NO.
finn
GOING #VIRAL
finn
GOING #VIRAL
IN 1989 IN LEIPZIG (DDR) A SMALL GROUP OF
PROTESTERS STARTED TO MARCH
ON MONDAY NIGHTS
finn
GOING #VIRAL
IN 1989 IN LEIPZIG (DDR) 1200
PROTESTERS STARTED TO MARCH
ON MONDAY NIGHTS
8 WEEKS LATER,
THEY NUMBERED
...
finn
GOING #VIRAL
ON NOVEMBER 9, 1989 THE BERLIN WALL
CAME DOWN.
finn
GOING #VIRAL
“ALTHOUGH THEY ARE
LITTLE REMEMBERED NOW,
THE LEIPZIG PARADES
PROBABLY QUALIFY AS A
TRUE TURNING POINT I...
CAN WE CAUSE AN
INFORMATION CASCADE?
AND IF SO, HOW?
finn
finn
GOING #VIRAL
DO NETWORKS “HAVE WEAK POINTS—
STRUCTURAL ACHILLES’ HEELS—SUCH THAT IF
THEY WERE HIT IN PRECISELY THE RI...
finn
GOING #VIRAL
TURNS OUT, THERE EXISTS AN ACHILLES HEEL -
BUT IT’S NOT EASY TO ACTIVATE. IT HAS TO DO
WITH HOW HUMANS P...
finn
GOING #VIRAL
OR AS SCIENTISTS PUT IT RECENTLY: “PEOPLE
AROUND YOU CONTROL YOUR MIND”.
finn
GOING #VIRAL
SOURCE: WASHINGTON POST
finn
GOING #VIRAL
SOURCE: WASHINGTON POST
“ON AVERAGE, PEOPLE BOUGHT STUFF
15 TO 16 % OF THE TIME. BUT
IF YOU SAW SOMEONE ...
finn
GOING #VIRAL
“THE PROBABILITY OF
CHOOSING OUTCOME A
INCREASES SLOWLY
WITH THE FRACTION OF
NEIGHBORS CHOOSING A,
BEFOR...
finn
GOING #VIRAL
finn
GOING #VIRAL
THE TRESHOLD DEPENDS ON:
1. THE “VIRALITY” OF THE MESSAGE OR
BEHAVIOR
2. THE # OF NEIGHBORS “INFECTED”
finn
GOING #VIRAL
THIS EXPLAINS WHY TRUE VIRALITY IS SO RARE:
“(...) ONE OF THE MOST INTRIGUING FEATURES
OF THE CASCADE PR...
finn
GOING #VIRAL
finn
GOING #VIRAL
finn
GOING #VIRAL
PROBLEM 1: OUR CLUSTER IS NOT CONNECTED
ENOUGH. THE SHOCK CAN’T PROPAGATE ANY
FURTHER.
finn
GOING #VIRAL
finn
GOING #VIRAL
finn
GOING #VIRAL
PROBLEM 2: CLUSTER IS SO CONNECTED THAT
NO INNOVATION OR NOVELTY CAN EXCEED THE
TRESHOLD.
finn
GOING #VIRAL
‘SIX DEGREES’ EXPLAINS THIS AS FOLLOWS:
INFORMATION CASCADES CAN START FROM
VERY HUMBLE, ALMOST INCONSEQ...
finn
GOING #VIRAL
THIS CLUSTER HAS TO HAVE SPECIFIC, AND
EVEN CONTRADICTORY CHARACTERISTICS. FOR
ONE THING, IT HAS TO BE B...
finn
GOING #VIRAL
WATTS: “BEING SIMPLY WELL CONNECTED IS
LESS IMPORTANT THAN BEING CONNECTED TO
INDIVIDUALS WHO CAN BE INF...
WHAT DOES THIS TELL US
ABOUT THE ICE BUCKET
CHALLENGE?
finn
finn
GOING #VIRAL
finn
GOING #VIRAL
“IT COULD JUST BE THAT SOME INNOVATIONS—
HARRY POTTER, RAZOR SCOOTERS, BLAIR WITCH
PROJECT—HIT JUST THE ...
finn
GOING #VIRAL
WRITE THIS DOWN:
“AND SO IT IS APPARENTLY WITH CULTURAL
FADS, TECHNOLOGICAL INNOVATIONS,
POLITICAL REVOL...
finn
GOING #VIRAL
BUT, WASN’T THE ICE BUCKET CHALLENGE
SPECIAL? YES, TO SUCCEED IN BECOMING TRULY
VIRAL, IT HAD TO BE QUIT...
WHAT DOES THIS MEAN FOR
PR PROFESSIONALS?
finn
finn
GOING #VIRAL
1. MAP THE NETWORK
finn
GOING #VIRAL
ASK YOURSELF: WHO INFLUENCES MY
INFLUENCERS. THE “DRESS” WAS GETTING SO
MUCH ATTENTION BECAUSE JOURNALIS...
finn
GOING #VIRAL
2. FLOOD THE NETWORK
finn
GOING #VIRAL
RELATED: TRY TO HIT A SPECIFIC CLUSTER HARD
AND FAST. TRY TO “SWITCH ON” A CLEARLY
DEFINED SEGMENT OF IN...
finn
GOING #VIRAL
3. CREATE VELOCITY
finn
GOING #VIRAL
CREATE VELOCITY: MAKE SURE YOU TIME YOUR
CAMPAIGN SO THAT YOU FLOOD THE NETWORK
ALL AT ONCE. DON’T DRIP ...
finn
GOING #VIRAL
IF YOU DO PLAY IT RIGHT, THE
ALGORITHMS WILL TAKE OVER...
finn
GOING #VIRAL
finn
GOING #VIRAL
finn
GOING #VIRAL
AND THEN THE MEDIA
WILL GET IN ON IT
finn
GOING #VIRAL
SOCIAL NETWORKS AND NEXT GENERATION
NEWSROOMS LIKE MASHABLE, HUFFINGTON
POST, BUZZFEED, ETC. WERE BUILT ...
finn
GOING #VIRAL
finn
GOING #VIRAL
THE APP IS CALLED
VELOCITY.
finn
GOING #VIRAL
THIS IS THE IDEA BEHIND “THUNDERCLAP” - THE
QUESTION IS: DOES THUNDERCLAP SUCCEED
IN REACHING THOSE “INF...
What PR looks from the outside ...
What PR actually is ...
Audience
Faces
PR Agency
Ambassadors
Brand
Journalists
What PR actually is ...
Audience
Faces
PR Agency
Ambassadors
Brand
Journalists
What PR actually is ...
Audience
Brand
Faces
PR Agency
Journalists
Ambassadors
What PR actually is ...
Audience
Brand
Faces
PR Agency
Journalists
Ambassadors
What PR actually is ...
Audience
Faces
PR Agency
Ambassadors
Journalists
What PR actually is ...
Fa-
PR Agen-
Ambassadors
Journalists
What PR actually is ...
Audience
Faces
PR Agency
Ambassadors
Journalists
finn
GOING #VIRAL
4. DON’T HOPE FOR AN ICE BUCKET
CHALLENGE
finn
GOING #VIRAL
“REMEMBER: I JUST GOT LUCKY.”
ABOUT US
finn
finn
GOING #VIRAL
FINN IS...
CORPORATE COMMUNICATION
PUBLIC AFFAIRS
BRAND PR
CONTENT MARKETING
CONVERSATION MANAGEMENT
DIG...
IF YOU LIKED OUR PRESENTATION, SAY SOMETHING
NICE ABOUT US TO SOMEONE :)
IT’S GOOD KARMA
finn
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Going #viral: what graph theory can teach us about "The Dress", the Ice Bucket Challenge and the Fall of the Berlin Wall

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Published on

http://finnpr.com Recently, the internet went crazy (again) over a simple Tumblr post asking about the color of a dress. A similar craze swept the planet last summer, when the Ice Bucket Challenge dominated the media, the social networks and a lot of watercooler discussions.

Why is it that some trivial phenomena go viral - while other, arguably more important things do not? It's an evergreen question in PR and media, and in this webinar, we turn to so called "graph" or network theory to provide the surprising answer to this question.

From the insights of network theory guru Duncan Watts ("Six Degrees"), we derive actionable insights that every communication and marketing professional can use to create more impactful campaigns.

Published in: Marketing
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Going #viral: what graph theory can teach us about "The Dress", the Ice Bucket Challenge and the Fall of the Berlin Wall

  1. 1. finnWEBINAR GOING #VIRAL: WHAT “THE DRESS” CAN TEACH US ABOUT PR 26/ 03/ 2015 FINN Public Relations RAF WEVERBERGH MANAGING PARTNER www.finn.be raf.weverbergh@finn.be Twitter: @rafweverbergh FB: facebook.com/FINNPR
  2. 2. finn GOING #VIRAL #GOINGVIRAL ?????????? SLIDESHARE
  3. 3. MEET “THE DRESS” finn
  4. 4. finn GOING #VIRAL ON FEBRUARY 25TH, USER “SWIKED” POSTED THIS MESSAGE ON TUMBLR: “GUYS PLEASE HELP ME - IS THIS DRESS WHITE AND GOLD, OR BLUE AND BLACK? ME AND MY FRIENDS CAN’T AGREE AND WE ARE FREAKING THE FUCK OUT”
  5. 5. finn GOING #VIRAL
  6. 6. finn GOING #VIRAL NEXT, THIS HAPPENED:
  7. 7. finn GOING #VIRAL
  8. 8. finn GOING #VIRAL
  9. 9. finn GOING #VIRAL AS CLOSE AS IT GETS TO PURE VIRALITY. DOES THIS REMIND YOU OF SOMETHING? OF COURSE IT DOES:
  10. 10. finn GOING #VIRAL
  11. 11. finn GOING #VIRAL “BETWEEN JUNE 1 – SEPTEMBER 1, MORE THAN 17 MILLION VIDEOS RELATED TO THE ICE BUCKET CHALLENGE WERE SHARED TO FACEBOOK. THESE VIDEOS WERE VIEWED MORE THAN 10 BILLION TIMES BY MORE THAN 440 MILLION PEOPLE.”
  12. 12. finn GOING #VIRAL THE QUESTION WE GOT FROM JOURNALISTS: “WHAT IS IT ABOUT THE ICE BUCKET CHALLENGE” THAT MAKES IT SO #VIRAL?”
  13. 13. finn GOING #VIRAL SOURCE: JEREMIAH OWYANG
  14. 14. finn GOING #VIRAL HOWEVER, THESE ARE PREREQUISITES, BUT NOT AN EXPLANATION FOR THE PHENOMENON. EVERY WEEK, THOUSANDS OF CAMPAIGNS ARE STARTED (ALSO BY MARKETERS) WHICH TICK ALL THE BOXES.
  15. 15. finn GOING #VIRAL WHY DID THE DRESS AND THE ICE BUCKET CHALLENGE SUCCEED WHERE ALL THE OTHERS FAILED? THAT IS THE QUESTION.
  16. 16. THE ANSWER IS NOT IN CREATIVITY, IT’S IN MATHEMATICS finn
  17. 17. finn GOING #VIRAL IN 2003, DUNCAN WATTS WROTE “SIX DEGREES. THE SCIENCE OF A CONNECTED AGE”, WHICH EXPLAINS VIRAL PHENOMENA THROUGH NETWORK THEORY OR “GRAPH” THEORY.
  18. 18. finn GOING #VIRAL YOU KNOW THAT MOMENT WHEN AN ENTIRE CONCERT HALL STARTS TO CLAP IN SYNCHRONICITY? THAT’S WHAT HAPPENS ONLINE. IT IS CALLED AN “INFORMATION CASCADE”.
  19. 19. finn GOING #VIRAL “DURING SUCH AN EVENT, INDIVIDUALS IN A POPULATION ESSENTIALLY STOP BEHAVING LIKE INDIVIDUALS AND START TO ACT MORE LIKE A COHERENT MASS.”
  20. 20. finn GOING #VIRAL “WHAT ALL INFORMATION CASCADES HAVE IN COMMON, HOWEVER, IS THAT ONCE ONE COMMENCES, IT BECOMES SELF- PERPETUATING; THAT IS, IT PICKS UP NEW ADHERENTS LARGELY ON THE STRENGTH OF HAVING ATTRACTED PREVIOUS ONES.”
  21. 21. BUT WHERE DO THEY COME FROM? finn
  22. 22. finn GOING #VIRAL INCIDENTALLY, THE ICE BUCKET CHALLENGE CAME OUT OF BOSTON:
  23. 23. finn GOING #VIRAL
  24. 24. finn GOING #VIRAL SOURCE: FACEBOOK
  25. 25. DO YOU NEED THE INTERNET TO CREATE ONE? finn
  26. 26. finn GOING #VIRAL IT CERTAINLY HELPS, BUT: NO.
  27. 27. finn GOING #VIRAL
  28. 28. finn GOING #VIRAL IN 1989 IN LEIPZIG (DDR) A SMALL GROUP OF PROTESTERS STARTED TO MARCH ON MONDAY NIGHTS
  29. 29. finn GOING #VIRAL IN 1989 IN LEIPZIG (DDR) 1200 PROTESTERS STARTED TO MARCH ON MONDAY NIGHTS 8 WEEKS LATER, THEY NUMBERED 500 000 SOURCE: WIKIPEDIA/HAMBURGER ABENDBLATT
  30. 30. finn GOING #VIRAL ON NOVEMBER 9, 1989 THE BERLIN WALL CAME DOWN.
  31. 31. finn GOING #VIRAL “ALTHOUGH THEY ARE LITTLE REMEMBERED NOW, THE LEIPZIG PARADES PROBABLY QUALIFY AS A TRUE TURNING POINT IN HISTORY.”
  32. 32. CAN WE CAUSE AN INFORMATION CASCADE? AND IF SO, HOW? finn
  33. 33. finn GOING #VIRAL DO NETWORKS “HAVE WEAK POINTS— STRUCTURAL ACHILLES’ HEELS—SUCH THAT IF THEY WERE HIT IN PRECISELY THE RIGHT WAY, A SMALL SHOCK WOULD EXPLODE LIKE AN EPIDEMIC?”
  34. 34. finn GOING #VIRAL TURNS OUT, THERE EXISTS AN ACHILLES HEEL - BUT IT’S NOT EASY TO ACTIVATE. IT HAS TO DO WITH HOW HUMANS PROCESS INFORMATION. WE GENERALLY TURN TO OTHER PEOPLE TO MAKE UP OUR MINDS.
  35. 35. finn GOING #VIRAL OR AS SCIENTISTS PUT IT RECENTLY: “PEOPLE AROUND YOU CONTROL YOUR MIND”.
  36. 36. finn GOING #VIRAL SOURCE: WASHINGTON POST
  37. 37. finn GOING #VIRAL SOURCE: WASHINGTON POST “ON AVERAGE, PEOPLE BOUGHT STUFF 15 TO 16 % OF THE TIME. BUT IF YOU SAW SOMEONE NEXT TO YOU ORDER SOMETHING, YOUR CHANCES OF BUYING SOMETHING, TOO, JUMPED TO [20 %]”
  38. 38. finn GOING #VIRAL “THE PROBABILITY OF CHOOSING OUTCOME A INCREASES SLOWLY WITH THE FRACTION OF NEIGHBORS CHOOSING A, BEFORE JUMPING RAPIDLY ONCE A CRITICAL TRESHOLD HAS BEEN EXCEEDED”
  39. 39. finn GOING #VIRAL
  40. 40. finn GOING #VIRAL THE TRESHOLD DEPENDS ON: 1. THE “VIRALITY” OF THE MESSAGE OR BEHAVIOR 2. THE # OF NEIGHBORS “INFECTED”
  41. 41. finn GOING #VIRAL THIS EXPLAINS WHY TRUE VIRALITY IS SO RARE: “(...) ONE OF THE MOST INTRIGUING FEATURES OF THE CASCADE PROBLEM WAS HOW MOST OF THE TIME THE SYSTEM IS COMPLETELY STABLE, EVEN IN THE FACE OF FREQUENT EXTERNAL SHOCKS.”
  42. 42. finn GOING #VIRAL
  43. 43. finn GOING #VIRAL
  44. 44. finn GOING #VIRAL PROBLEM 1: OUR CLUSTER IS NOT CONNECTED ENOUGH. THE SHOCK CAN’T PROPAGATE ANY FURTHER.
  45. 45. finn GOING #VIRAL
  46. 46. finn GOING #VIRAL
  47. 47. finn GOING #VIRAL PROBLEM 2: CLUSTER IS SO CONNECTED THAT NO INNOVATION OR NOVELTY CAN EXCEED THE TRESHOLD.
  48. 48. finn GOING #VIRAL ‘SIX DEGREES’ EXPLAINS THIS AS FOLLOWS: INFORMATION CASCADES CAN START FROM VERY HUMBLE, ALMOST INCONSEQUENTIAL BEGINNINGS. HOWEVER, FOR A CASCADE TO FORM A SHOCK NEEDS TO HIT A CERTAIN POCKET OF PEOPLE IN THE NETWORK. WATTS CALLS THIS POCKET A “PERCOLATING CLUSTER” - A CLUSTER OF PEOPLE WHO ARE ABLE TO “SWITCH ON” OR “LIGHT UP” THE ENTIRE NETWORK.
  49. 49. finn GOING #VIRAL THIS CLUSTER HAS TO HAVE SPECIFIC, AND EVEN CONTRADICTORY CHARACTERISTICS. FOR ONE THING, IT HAS TO BE BOTH CONNECTED ENOUGH, BUT NOT TOO CONNECTED.
  50. 50. finn GOING #VIRAL WATTS: “BEING SIMPLY WELL CONNECTED IS LESS IMPORTANT THAN BEING CONNECTED TO INDIVIDUALS WHO CAN BE INFLUENCED EASILY. (...) SO EVEN IF YOU CAN IDENTIFY POTENTIAL EARLY ADOPTERS, UNLESS YOU CAN ALSO VIEW THE NETWORK, YOU WON’T KNOW WHETHER OR NOT THEY ARE ALL CONNECTED. (...)”
  51. 51. WHAT DOES THIS TELL US ABOUT THE ICE BUCKET CHALLENGE? finn
  52. 52. finn GOING #VIRAL
  53. 53. finn GOING #VIRAL “IT COULD JUST BE THAT SOME INNOVATIONS— HARRY POTTER, RAZOR SCOOTERS, BLAIR WITCH PROJECT—HIT JUST THE RIGHT VULNERABLE CLUSTER, WHILE MOST DO NOT. AND IN GENERAL NO ONE WILL KNOW WHICH ONE IS WHICH UNTIL ALL THE ACTION IS OVER.”
  54. 54. finn GOING #VIRAL WRITE THIS DOWN: “AND SO IT IS APPARENTLY WITH CULTURAL FADS, TECHNOLOGICAL INNOVATIONS, POLITICAL REVOLUTIONS, CASCADING CRISES, STOCK MARKET CRASHES, AND OTHER MANNERS OF COLLECTIVE MADNESS, MANIA, AND MASS ACTION. THE TRICK IS TO FOCUS NOT ON THE STIMULUS ITSELF BUT ON THE STRUCTURE OF THE NETWORK THAT THE STIMULUS HITS.”
  55. 55. finn GOING #VIRAL BUT, WASN’T THE ICE BUCKET CHALLENGE SPECIAL? YES, TO SUCCEED IN BECOMING TRULY VIRAL, IT HAD TO BE QUITE GOOD AT WHAT IT DID. BUT IT WASN’T THAT SPECIAL. WHAT MADE IT DIFFERENT WAS THAT IT GOD LUCKY TOO. IT’S MURPHY’S LAW IN REVERSE.
  56. 56. WHAT DOES THIS MEAN FOR PR PROFESSIONALS? finn
  57. 57. finn GOING #VIRAL 1. MAP THE NETWORK
  58. 58. finn GOING #VIRAL ASK YOURSELF: WHO INFLUENCES MY INFLUENCERS. THE “DRESS” WAS GETTING SO MUCH ATTENTION BECAUSE JOURNALISTS SAW THEIR PERSONAL FACEBOOK PAGES AND TWITTER FEEDS FLOODED WITH “THE DRESS”. THIS LED THEM TO WRITE STORIES ABOUT IT, WHICH CAUSED MORE PEOPLE TO TAKE NOTE. AS WATTS SAYS: ONCE THE CASCADE GETS GOING, IT JUST KEEPS GOING, AND GOING AND GOING.
  59. 59. finn GOING #VIRAL 2. FLOOD THE NETWORK
  60. 60. finn GOING #VIRAL RELATED: TRY TO HIT A SPECIFIC CLUSTER HARD AND FAST. TRY TO “SWITCH ON” A CLEARLY DEFINED SEGMENT OF INFLUENCERS AND EARLY ADOPTERS ACROSS DIFFERENT PLATFORMS. (NOTE: THIS IS NOT THE SAME AS “SPRAYING AND PRAYING”.)
  61. 61. finn GOING #VIRAL 3. CREATE VELOCITY
  62. 62. finn GOING #VIRAL CREATE VELOCITY: MAKE SURE YOU TIME YOUR CAMPAIGN SO THAT YOU FLOOD THE NETWORK ALL AT ONCE. DON’T DRIP YOUR CONTENT INTO A NETWORK, BECAUSE IT WILL NOT HAVE IMPACT.
  63. 63. finn GOING #VIRAL IF YOU DO PLAY IT RIGHT, THE ALGORITHMS WILL TAKE OVER...
  64. 64. finn GOING #VIRAL
  65. 65. finn GOING #VIRAL
  66. 66. finn GOING #VIRAL AND THEN THE MEDIA WILL GET IN ON IT
  67. 67. finn GOING #VIRAL SOCIAL NETWORKS AND NEXT GENERATION NEWSROOMS LIKE MASHABLE, HUFFINGTON POST, BUZZFEED, ETC. WERE BUILT BY PEOPLE WHO READ DUNCAN WATTS’ BOOK “RELIGIOUSLY”
  68. 68. finn GOING #VIRAL
  69. 69. finn GOING #VIRAL THE APP IS CALLED VELOCITY.
  70. 70. finn GOING #VIRAL THIS IS THE IDEA BEHIND “THUNDERCLAP” - THE QUESTION IS: DOES THUNDERCLAP SUCCEED IN REACHING THOSE “INFLUENCERS OF THE INFLUENCERS” (NOT SURE).
  71. 71. What PR looks from the outside ...
  72. 72. What PR actually is ... Audience Faces PR Agency Ambassadors Brand Journalists
  73. 73. What PR actually is ... Audience Faces PR Agency Ambassadors Brand Journalists
  74. 74. What PR actually is ... Audience Brand Faces PR Agency Journalists Ambassadors
  75. 75. What PR actually is ... Audience Brand Faces PR Agency Journalists Ambassadors
  76. 76. What PR actually is ... Audience Faces PR Agency Ambassadors Journalists
  77. 77. What PR actually is ... Fa- PR Agen- Ambassadors Journalists
  78. 78. What PR actually is ... Audience Faces PR Agency Ambassadors Journalists
  79. 79. finn GOING #VIRAL 4. DON’T HOPE FOR AN ICE BUCKET CHALLENGE
  80. 80. finn GOING #VIRAL “REMEMBER: I JUST GOT LUCKY.”
  81. 81. ABOUT US finn
  82. 82. finn GOING #VIRAL FINN IS... CORPORATE COMMUNICATION PUBLIC AFFAIRS BRAND PR CONTENT MARKETING CONVERSATION MANAGEMENT DIGITAL OH, AND ONE MORE THING.
  83. 83. IF YOU LIKED OUR PRESENTATION, SAY SOMETHING NICE ABOUT US TO SOMEONE :) IT’S GOOD KARMA finn

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