1.
Spreadability in
Business:
What We Can Learn
from a Changing
Media Landscape
Sam Ford, Fusion

2.
Circulation
vs.
Distribution

3.
“Viral Marketing captures the essence of multi-level-
marketing and applies it to all customers -- the "word-of-
mouth" spread of Hotmail is involuntary.”
Steve Jurvetson and Tim Draper, Netscape Newsletter
(1997)

4.
Spreadable Media
Value is created through:
1. Available when and where audiences want it
2. Portable
3. Easily reusable in a variety of ways
4. Relevant to multiple audiences
5. Part of a steady stream of material

5.
People Spread Content To:
1.Define themselves.
2.Increase their notoriety.
3.Strengthen social ties.
4.Build community.

6.
Spreadability in
Business:
What We Can Learn
from a Changing
Media Landscape
Sam Ford, Fusion