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Social Media: Recreating the Ice Bucket Challenge

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How to harness the power of social media, make friends, and be very popular.

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Social Media: Recreating the Ice Bucket Challenge

  1. 1. Recreating the Ice Bucket Challenge Or: How to cut through the static
  2. 2. Objectives: To have a deeper understanding of what it means to go “viral”
  3. 3. Objectives To have a deeper understanding of what it means to go “viral” To gain some tools in how to effectively spread a message on social media
  4. 4. Objectives To have a deeper understanding of what it means to go “viral” To gain some tools in how to effectively spread a message on social media To stay awake
  5. 5. How old were you when you learned to talk?  At 3 months, babies know particular voices  At 6 months, babies babble
  6. 6. (Though they seem to understand what they’re saying)
  7. 7. As they get older… At 9 months, babies know a couple of words: No. Bye-bye At 12 months? Mama. Papa. At 18 months, 10 words – usually associated with food.
  8. 8. And then there are the child geniuses
  9. 9. We communicate by a variety of means Body language
  10. 10. We communicate by a variety of means Body language Spoken word
  11. 11. We communicate by a variety of means Body language Spoken word Written language
  12. 12. We communicate by a variety of means Body language Spoken word Written language Mass communication
  13. 13. Mass communication
  14. 14. Mass communication is awesome, until it isn’t. Static
  15. 15. Issues? Static Noise
  16. 16. Issues? Static Noise Distractions
  17. 17. Issues? Static Noise Distractions Distortions
  18. 18. Let’s think back to 2004 Howard Dean, medical doctor, governor ofVermont Declared his candidacy, did surprisingly well until… …the Iowa caucus on Jan. 19, 2004
  19. 19. The Dean Scream
  20. 20. Which opened Dean up to ridicule
  21. 21. But don’t be sad about Mr. Dean Howard Dean become chair of the Democratic National Committee Given credit for Democratic Congressional successes during the midterm elections of 2006, and Barack Obama’s win in 2008
  22. 22. But mass communication can be your friend
  23. 23. Meet the creators
  24. 24. You can harness the power of mass communication
  25. 25. The rules were simple: Within 24 hours of being challenged, donate $100 to ALS Association OR Dump ice water on your head and post a video on social media Either way, tell your friends
  26. 26. The challenge attracted some leaders of the free world
  27. 27. Along with some would-be leaders of the free world
  28. 28. Along with some American icons
  29. 29. About ALS:  Full name: Amyotrophic lateral sclerosis  Progressive neurodegenerative disease  Affects nerve cells in the brain and spinal cord.  About 15,000-20,000 Americans are affected, most between the ages of 40-70  Most people die within five years of diagnosis
  30. 30. Another name? Lou Gehrig’s disease
  31. 31. But most people who participated? Knew nothing about the disease Had never met any one with the disease Knew only Lou Gehrig
  32. 32. It started with this video
  33. 33. Why did this work? Rules were simple People reached out to people they knew No “cold calls” It was just goofy enough
  34. 34. What makes things go viral? From Jonah Berger, associate professor of marketing at Univ. of Penn.’sWharton School, and author of “Contagious: Why Things Catch On:”
  35. 35. What makes things go viral? Positive messages
  36. 36. From wpxi.com
  37. 37. What makes things go viral? Information that triggers emotions
  38. 38. From Reuters
  39. 39. What makes things go viral? Messages that create social currency, because everybody wants to feel in the know
  40. 40. What makes things go viral? Information that has practical value
  41. 41. What makes things go viral? Stories. And more stories
  42. 42. What makes things go viral? Positive messages
  43. 43. What makes things go viral? Positive messages Information that triggers emotions
  44. 44. What makes things go viral? Positive messages Information that triggers emotions Messages that create social currency
  45. 45. What makes things go viral? Positive messages Information that triggers emotions Messages that create social currency Practical value
  46. 46. What makes things go viral? Positive messages Information that triggers emotions Messages that create social currency Practical value Stories. And more stories.
  47. 47. Some numbers from the challenge 17 million uploaded their challenge video
  48. 48. Some numbers from the challenge 17 million uploaded their challenge video 440 million watched those videos a total of 10 billion times
  49. 49. Some numbers from the challenge 17 million uploaded their challenge video 440 million watched those videos a total of 10 billion times Raised $115 million last year
  50. 50. The challenge defied all explanation It started as just a goofy thing to go.
  51. 51. But that goofy thing: Rather quickly took on meaning
  52. 52. And isn’t that what we’re all looking for? Meaning Purpose A cause Something bigger than ourselves (So much for slacktivism)
  53. 53. Even better? In August 2015, scientists at Johns Hopkins said the money raised by the Ice Bucket Challenge helped them to make a major breakthrough.
  54. 54. Let’s let the scientists explain:
  55. 55. Social media and the environment Establish your goals
  56. 56. Social media and the environment Establish your goals Create relevant content
  57. 57. Social media and the environment Establish your goals Create relevant content Establish your expertise
  58. 58. Social media and the environment Establish your goals Create relevant content Establish your expertise Listen and respond
  59. 59. Social media and the environment Establish your goals Create relevant content Establish your expertise Listen and respond Use hashtags
  60. 60. Social media and the environment Establish your goals Create relevant content Establish your expertise Listen and respond Use hashtags Reach out to like-minded folks/orgs
  61. 61. Just remember what works: Positive messages Information that triggers emotions Messages that create social currency Practical value Stories. And more stories.
  62. 62. So did we meet our objectives? To have a deeper understanding of what means “viral” To gain some tools in how to effectively spread a message on social media To stay awake
  63. 63. Then:Yay!
  64. 64. So go out… And spread the word

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