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Chicago Social Media Week 2013

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©PoxPlus 2013

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Chicago Social Media Week 2013

  1. 1. SOCIAL SHARING THAT MATTERS SMW CHICAGO 2013
  2. 2. !3
  3. 3. !4 IS MERELY A WELCOME SIDE EFFECT OF CULTURAL CONTAGION? WHAT IF I TOLD YOU “EARNED MEDIA”
  4. 4. !5 IT IS.
  5. 5. !6 HERE ARE OUR PRINCIPLES.
  6. 6. !6 HERE ARE OUR PRINCIPLES. BUT FIRST...AN EXAMPLE
  7. 7. !7
  8. 8. !8 THAT DIDN’T “JUST” HAPPEN THERE WERE MANY FACTORS AT PLAY
  9. 9. !9 EXPOSEDPOPULATION THE VIRAL ACCELERATION OF “THE HARLEM SHAKE” JAN. 30TH FEB. 2ND FEB. 3RD FEB. 7 TH FEB. 8 TH FEB. 10TH FEB. 13TH
  10. 10. !10 ALL OF THESE FACTORS CONTRIBUTE TO THE GROUNDSWELL OF “THE SHAKE” THESE FACTORS CONSTITUTE MOTIFS WE SEE IN ALL PHENOMENA THAT CATCH ON IN CULTURE THE IDEA THEMATIC ITERATION PUBLIC PROGRESS BARAPPROPRIATE “MESSENGER” FERTILE CONDITIONS
  11. 11. !10 ALL OF THESE FACTORS CONTRIBUTE TO THE GROUNDSWELL OF “THE SHAKE” THESE FACTORS CONSTITUTE MOTIFS WE SEE IN ALL PHENOMENA THAT CATCH ON IN CULTURE THEMATIC ITERATION PUBLIC PROGRESS BARAPPROPRIATE “MESSENGER” FERTILE CONDITIONS CONTENT THE IDEA
  12. 12. !10 ALL OF THESE FACTORS CONTRIBUTE TO THE GROUNDSWELL OF “THE SHAKE” THESE FACTORS CONSTITUTE MOTIFS WE SEE IN ALL PHENOMENA THAT CATCH ON IN CULTURE THEMATIC ITERATION PUBLIC PROGRESS BARFERTILE CONDITIONS CONTENT THE IDEA CREDENCE APPROPRIATE “MESSENGER”
  13. 13. !10 ALL OF THESE FACTORS CONTRIBUTE TO THE GROUNDSWELL OF “THE SHAKE” THESE FACTORS CONSTITUTE MOTIFS WE SEE IN ALL PHENOMENA THAT CATCH ON IN CULTURE PUBLIC PROGRESS BARFERTILE CONDITIONS CONTENT THE IDEA CREDENCE APPROPRIATE “MESSENGER” CUSTOMIZATION THEMATIC ITERATION
  14. 14. !10 ALL OF THESE FACTORS CONTRIBUTE TO THE GROUNDSWELL OF “THE SHAKE” THESE FACTORS CONSTITUTE MOTIFS WE SEE IN ALL PHENOMENA THAT CATCH ON IN CULTURE PUBLIC PROGRESS BAR CONTENT THE IDEA CREDENCE APPROPRIATE “MESSENGER” CUSTOMIZATION THEMATIC ITERATION CO-INCENTIVES FERTILE CONDITIONS
  15. 15. !10 ALL OF THESE FACTORS CONTRIBUTE TO THE GROUNDSWELL OF “THE SHAKE” THESE FACTORS CONSTITUTE MOTIFS WE SEE IN ALL PHENOMENA THAT CATCH ON IN CULTURE CONTENT THE IDEA CREDENCE APPROPRIATE “MESSENGER” CUSTOMIZATION THEMATIC ITERATION CO-INCENTIVES FERTILE CONDITIONS CONCURRENCE PUBLIC PROGRESS BAR
  16. 16. THE CONTAGION COOKBOOK WHEN WE PUT THESE MOTIFS TO WORK FOR OUR BRANDS, WE CALL IT !11 CONTENT THE IDEA CREDENCE APPROPRIATE “MESSENGER” CUSTOMIZATION THEMATIC ITERATION CO-INCENTIVES FERTILE CONDITIONS CONCURRENCE PUBLIC PROGRESS BAR
  17. 17. !12 LET’S UNPACK THAT.
  18. 18. !13 CONTENT: Objects which have communicative and cultural value, designed to inspire a user action
  19. 19. !14 THESE “OBJECTS” AMOUNT TO MORE THAN ART, COPY, AND CODE IN ANY CASE, WE LOOK TO BEHAVIORAL SCIENCE TO HELP US ENSURE SHAREWORTHY + SHARABLE:
  20. 20. CREATING CONTENT CONTENT BUD LIGHT: MARRIAGE EQUALITY !15 AUDIENCE AT THE CENTER TRUE TO BRAND
  21. 21. !16 CREDENCE: All aspects of influence or cultural authority with the potential of transference
  22. 22. !17 CULTURAL AUTHORITY IS AWARDED CONDITIONALLY CULTURAL LICENSE IS BEST AWARDED TO BRANDS BY TRUSTED SOURCES THE TARGET SEES AS: 1. Impartial: apparent absence of bias ! 2. Expert: acknowledged mastery of subject matter ! 3. Intimate: binding, persistent proximity to audience
  23. 23. ESTABLISHING CREDENCE CREDENCE BUDWEISER: MADE IN AMERICA !18 SOURCE THEY TRUST CULTURALLY LICENSED
  24. 24. !19 CUSTOMIZATION: The lateral expression of an idea; its ability to be expressed repeatedly, while retaining signature aspects of its origin
  25. 25. !20 CREATE MANY FROM THE EFFORT OF CREATING ONE AND THERE’S A LOT OF WAYS TO DO THIS 1. You create many: broad creative diversity made by the brand/agency ! 2. You commission many: invite partners to iterate upon your idea ! 3. You inspire many: relinquish for public participation
  26. 26. ENABLING CUSTOMIZATION CUSTOMIZATION INTEL: MUSEUM OF ME !21 INVITED TO PARTICIPATE ENABLES DIVERSITY
  27. 27. !22 CO-INCENTIVES: Marketplace or other environmental realities, which, when properly aligned, add fresh resources to content propulsion and/or customization
  28. 28. !23 GRADUATING FROM MERE “PARTNERSHIP” TO SETTING THE STAGE FOR “MULTI-PLAYER” DEALCRAFT Production Distribution Wild card
  29. 29. EXPLOITING CO-INCENTIVES CO-INCENTIVES !24 PERSONALLY INVESTED SETS THE TABLE NETFLIX + DAVID FINCHER + BEAU WILLIMON: HOUSE OF CARDS
  30. 30. !25 CONCURRENCE: The apparent ubiquity of an idea, which primes a given audience into a state of cognitive ease and acceptance
  31. 31. !26 CREATE THE SENSE THAT “IT’S EVERYWHERE” & “EVERYONE’S TALKING ABOUT IT” THOSE WHO KNOW WILL FEEL “IN THE KNOW” AND THOSE WHO DON’T WILL WANT TO 1. All ubiquity is feigned: there’s no such thing as “everybody” ! 2. The greeks knew best: create theater in the round ! 3. Concurrence is the principal: reach is the interest
  32. 32. CASTING FOR CONCURRENCE CONCURRENCE APPLE: THE DOMINANCE OF THE WHITE EAR BUDS !27 SOCIALLY INCLUDED PERCEIVED UBIQUITY
  33. 33. CASTING FOR CONCURRENCE CONCURRENCE !27 SOCIALLY INCLUDED PERCEIVED UBIQUITY BEATS BY DRE: THE EMERGENCE OF THE OVER-EAR HEADPHONES
  34. 34. !28 THESE TENETS GUIDE OUR HAND ACROSS OUR AGENCY ROSTER
  35. 35. STATE FARM’S CLIFF PAUL CAMPAIGN TELLS IT ALL YOU’VE HEARD THE STORY BEFORE, RIGHT? !29
  36. 36. PRESEEDING AND ANNOUNCE CONTAINED A POTENT MIX OF CREDENCE, UNLOCKED THROUGH CO-INCENTIVE MAPPING !30
  37. 37. WHICH RESULTED IN A NATION-WIDE TREND WHERE “CLIFF PAUL” WAS TRENDING OVER “MERRY CHRISTMAS,” ON CHRISTMAS DAY! !31
  38. 38. AFTER WHICH WE INVITED PEOPLE TO JOIN IN AS WELL CREATING A BROAD BASE OF CREDENTIALED CREATIVE DIVERSITY THROUGH SOCIAL STORYTELLING !32
  39. 39. !33 CUSTOMIZE INVITED TO PARTICIPATE CONTENT AUDIENCE AT THE CENTER CREDENCE SOURCE THEY TRUST CO-INCENTIVE PERSONALLY INVESTED CONCURRENCE SOCIALLY INCLUDED ALL OF WHICH IMPACTS CULTURAL CONTAGION APPLYING HUMAN BEHAVIOR TO THE RECIPE OF THE COOKBOOK
  40. 40. !34 INVITED TO PARTICIPATEAUDIENCE AT THE CENTER TRUE TO BRAND SOURCE THEY TRUST PERSONALLY INVESTED SOCIALLY INCLUDED CULTURALLY LICENSED ENABLES DIVERSITY PERCEIVED UBIQUITYSETS THE TABLE CUSTOMIZATION CONCURRENCE THE CONTAGION COOKBOOK: CONTENT CREDENCE CO-INCENTIVES
  41. 41. A FEW THINGS TO CONSIDER... !35
  42. 42. !36 1. CONTENT IS ONLY 1/5 OF THE RECIPE
  43. 43. !37 2. ALWAYS BRING A +1
  44. 44. !38 3. NO ONE SHARES TOOTHPASTE STORIES
  45. 45. !39 4. QUESTIONS SPARK CONVERSATIONS MORE THAN ANSWERS DO
  46. 46. !40 5. IT’S A RECIPE, MAKE YOUR GUMBO AS SPICY AS YOU LIKE
  47. 47. THANK YOU! Marcus Collins @MarcTotheC Chaucer Barnes @ChocChauce

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