Creating Cultural Contagion: "Why Now" & "How"

CREATING CULTURAL CONTAGION: THE “WHY NOW” & THE “HOW” MARCH 27, 2014

Changes Misdirect Solutions

ACT I CHANGES

“Admit that the waters Around you have grown And accept it that soon You'll be drenched to the bone”

There was a time when brands thought creative agencies were the authority on idea generation

The best mass storytellers

The most effective attention-grabbers

BUT EVERMORE, BRANDS ARE STARTING TO DOUBT THAT...

Because new players are controlling how content is delivered

Because new players are shaping how everything is evaluated

Because new players are changing the way content is created

This state of uncertainty and instability is only a matter of perspective

We’ve seen this play out in music as well, when labels were making HUGE investments in the creation of content

Long hours in big studios

The hottest producers

The best engineers

Best directors

Big budget promotions

All in the hopes of people consuming content...

Things were going really, really well...

The industry was on rails, until things changed

1. Ubiquity of technology

2. Access to tools

3. Rapidly decreasing learning curve

4. Removal of arbitrage

5. Content parity

6. Distributors as the arbiter of value

7. Vehicles that enabled the by-pass of the traditional system

All of which established new players to lead the new world order in music content

As a result: ‣ Soulja Boy makes hay ‣ Justin Bieber emerges ‣ Frank Ocean breaks away ‣ Vevo is forged ‣ Beats is established

Advertising is at the same point of inflection

1. Ubiquity of technology

2. Access to tools

3. Rapidly decreasing learning curve

4. Content parity

5. Removal of arbitrage

6. Distributors as the arbiter of value

7. Vehicles that enabled the by-pass of the traditional system

All of which is giving rise to new models of production, distribution, and procurement

As a result: ‣ OMD launches Final Front ‣ VICE Acquires Carrot; Droga 5 + WME ‣ Poptent has a Budweiser spot in the World Series ‣ Complex powers pepsi.com @ 30x content pieces/wk

Inevitably altering the economic landscape of our industry as creative product becomes more and more democratized... ! and commoditized

Publishers can create faster, cheaper, and more frequently

With a built-in, established audience for content distribution

Meanwhile, platforms are telling brands to invest heavily in content production

Because “you, brand, have a content manufacturing problem on your hands”

So get a publisher to help produce content for you

And use our targeting tools to get the right message to the right audience

While all that is happening, this is also taking place...

And this...

While the old guard carries-on with the false perception of control

They commission it

They conquest it

Which only exposes the fact that they are simply the middleman

With content creation and “ideas” in abundant supply, the command for historical premiums just don’t make economic sense

And before long, brands will start asking questions like...

Is this one really “better” than that one?

Why would I limit my supply line artificially?

Why am I spending so much money?

And agencies will be stunned once brands start reevaluating scopes and FTE’s, accordingly

New seating charts at “family dinner”

ACT II THE MISDIRECT

But while everyone’s talking content…

Clients actually want ‘action’

As marketers, that’s really what we want also, right?

So much so that behavioral norms are established

Like Corona with a lime

Or propose with a diamond

The focus then is to satisfy the conditions that catalyze cultural contagion

ACT III THE SOLUTION

“MEME”

“OUT THERE”

“EVERYBODY”

“BUZZ”

“TRENDING”

“EARNED”

“VIRAL”

Source: Youtube Insights 2013

IN JUST OVER 2 WEEKS. Source: Youtube Insights 2013

HOW???

THE VIRAL ACCELERATION OF “THE HARLEM SHAKE” EXPOSEDPOPULATION JAN. 30TH College student creates a video FEB. 2ND A few kids recreate it in Australia & Orlando FEB. 3RD Thanks to the Super Bowl, the marketing community gets thirsty for the next big thing in social media FEB. 7 TH Maker Studio sees opportunity, creates a version, and promotes it across their Youtube channels and Twitter FEB. 8 TH EDM blogger, @EDMsnob, sees the video, notices the song, and tweets it with an @mention to Baauer Baauer, Diplo, and the Mad Decent label tweets and promotes the video FEB. 10TH Buzzfeed and College Humor sees the video picking up so they create and promote their own FEB. 13TH Brands create and share their own versions Mass adoption ensues

ONE MIGHT ARGUE THIS WAS LIKE “CATCHING LIGHTENING IN A BOTTLE” WHERE DIFFERENT PARTIES TOOK ADVANTAGE OF A SERENDIPITOUS OPPORTUNITY

WHAT IF I TOLD YOU THERE WAS A WAY TO PLAN FOR THIS

Instead of throwing spaghetti at the wall and seeing what sticks

BACK TO THE HARLEM SHAKE…

5 CONDITIONS CRITICAL TO THE GROUNDSWELL OF THE HARLEM SHAKE AND SEEN IN MOST PHENOMENA THAT CATCH ON IN CULTURE THE IDEA THEMATIC ITERATION PUBLIC PROGRESS BARAPPROPRIATE “MESSENGER” FERTILE CONDITIONS

WE’VE SEEN THIS DYNAMIC HAPPEN IN NATURE AS WELL WHEN WE CONSIDER CONTAGION THROUGH THE EYES OF AN EPIDEMIOLOGIST THE ACTUAL VIRUS THE PERFECT CARRIER STRAND MUTATION CONTROLLED AIRSPACE TOGETHER, THESE CONDITIONS CREATE THE PERFECT RECIPE FOR CONTAGION THE RIGHT SEASON

THE SAME GOES FOR A SOCIAL EPIDEMIC WHERE IDEAS, BEHAVIORS, MESSAGES, AND PRODUCTS DIFFUSE THROUGH A POPULATION TOGETHER, THESE CONDITIONS CREATE THE PERFECT RECIPE FOR CULTURAL CONTAGION CONTENT THE IDEA CREDENCE APPROPRIATE “MESSENGER” COVERS THEMATIC ITERATION CO-INCENTIVES FERTILE CONDITIONS PERCEIVED UBIQUITY CONCURRENCE

THE CONTAGION COOKBOOK COLLECTIVELY, THESE PRINCIPLES ARE REFERRED TO AS CONTENT THE IDEA CREDENCE APPROPRIATE “MESSENGER” COVERS THEMATIC ITERATIONS CO-INCENTIVES FERTILE CONDITIONS CONCURRENCE PERCEIVED UBIQUITY

This was a discovery, not an invention

INVITED TO PARTICIPATEAUDIENCE AT THE CENTER TRUE TO BRAND SOURCE THEY TRUST PERSONALLY INVESTED SOCIALLY INCLUDED CULTURALLY LICENSED ENABLES DIVERSITY PERCEIVED UBIQUITYSETS THE TABLE COVERS CONCURRENCE THE CONTAGION COOKBOOK: CONTENT CREDENCE CO-INCENTIVES

Let’s unpack this

CONTENT: Objects designed to inspire action.

THESE “OBJECTS” AMOUNT TO MORE THAN JUST ART + COPY BRAND COMMUNICATION IS MUCH MORE THAN MESSAGING

THESE “OBJECTS” SHOULD BE BUILT TO SHARE LEVERAGING BEHAVIORAL SCIENCE TO PIN POINT CONSISTENT FACTORS OF CONTAGIOUS CONTENT 1. Generates social currency: we share things that make us look good ! 2. Evokes emotion: “this is unbelievable, you have to see this!” ! 3. Provides utility: practical value that taps into our intrinsic need to help other people ! 4. Tells a story: facts we forget, stories we retain and retell

CONTENT CREATION CONTENT AUDIENCE AT THE CENTER TRUE TO BRAND CONTENT CREDENCE COVERS CO-INCENTIVES CONCURRENCE BLENDTEC: WILL IT BLEND?

CREDENCE: Transferable cultural authority and/or trust.

Online banner ads 33% Online video ads 36% Ads on social networks 36% Ads served in search engine results 40% TV program product placements 40% Before Movie ! Ads ! 41% Radio ! Ads! 42% Newspaper Ads 46% Billboards & outdoor Ads 47% TV Ads 47% Magazine Ads 47% Branded websites 58%Editorial Content 58% Consumer opinions posted online 70% Recommendations from people I know 92% Display ads on mobile devices 33% Emails I signed up for 50% Brand Sponsorships 47% Source: Neilsen: Consumer Trust in Online, Social and Mobile Advertising Grows - htt;p://ctap.it/peerinfluencer4 TRUST ISN’T GIVEN TO JUST ANYONE, OF COURSE WE ARE ESPECIALLY INCREDULOUS WHEN IT COMES TO MARKETING

CULTURAL AUTHORITY CAN BE TRANSFERRED FROM SOURCE TO RECIPIENT SOURCES ARE AWARDED AUTHORITY CONDITIONALLY, WHEN: 1. Impartiality: apparent absence of bias ! 2. Expertise: acknowledged mastery of subject matter ! 3. Proximity: accountability via persistent relationships

ESTABLISHING CREDENCE CREDENCE SOURCE THEY TRUST CULTURALLY LICENSED CONTENT CREDENCE COVERS CO-INCENTIVES CONCURRENCE THE JCER: THE GREAT SCHLEP

Covers: The repeated expression of an idea through derivative works.

WE KNOW THIS INTUITIVELY, THE NOTION OF DERIVATIVE WORKS ESPECIALLY AS IT PERTAINS TO MUSIC COVERS

INVESTMENT IN CREATIVE DIVERSITY IS WELL SPENT 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

ENABLING COVERS COVERS INVITED TO PARTICIPATE ENABLES DIVERSITY CONTENT CREDENCE COVERS CO-INCENTIVES CONCURRENCE FACEBOOK: PERSONALIZED ANNIVERSARY VIDEOS

CO-INCENTIVES: The environmental dynamics which can’t be controlled but can be exploited.

VESTED INTERESTS ARE EVERYWHERE AND WHEN LEVERAGED PROPERLY, CREATES A WINNING PROPOSITION FOR ALL PARTICIPATING PARTIES

THIS IS MORE THAN ESTABLISHING STRATEGIC PARTNERSHIPS ALL OF WHICH CREATE EXCITING OPPORTUNITIES IN CREATIVE DEAL-CRAFT PRODUCTION DISTRIBUTION WILD CARD

IDENTIFYING CO-INCENTIVES CO-INCENTIVES PERSONALLY INVESTED SETS THE TABLE NETFLIX + DAVID FINCHER + BEAU WILLIMON: HOUSE OF CARDS CONTENT CREDENCE COVERS CO-INCENTIVES CONCURRENCE

CONCURRENCE: The apparent ubiquity of an idea.

CREATE THE SENSE THAT “EVERYONE IS TALKING ABOUT IT” THOSE WHO KNOW WILL FEEL “IN THE KNOW” AND THOSE WHO DON’T WILL WANT TO KNOW “TWERKING” “THE RED WEDDING” “THURSDAY NIGHT SCANDAL”

TO ACHIEVE THIS, THERE ARE 3 KEY ELEMENTS TO CONSIDER ALL OF WHICH ARE CRITICAL FOR ESTABLISHING AN ENVIRONMENT THAT FOSTERS CONCURRENCE 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

CASTING FOR CONCURRENCE CONCURRENCE SOCIALLY INCLUDED PERCEIVED UBIQUITY CONTENT CREDENCE COVERS CO-INCENTIVES CONCURRENCE MOVEMBER FOUNDATION: GROW A STACHE

INVITED TO PARTICIPATEAUDIENCE AT THE CENTER TRUE TO BRAND SOURCE THEY TRUST PERSONALLY INVESTED SOCIALLY INCLUDED CULTURALLY LICENSED ENABLES DIVERSITY PERCEIVED UBIQUITYSETS THE TABLE COVERS CONCURRENCE THE CONTAGION COOKBOOK: CONTENT CREDENCE CO-INCENTIVES

THANKS! Marcus Collins @MarcToTheC