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Snackability	
  Study	
  #01:	
  The	
  	
  “Social	
  Media	
  Explained	
  In	
  A	
  Chart”	
  Meme	
  
Welcome	
  To	
  The	
  1st	
  EdiCon	
  Of	
  My	
  Study	
  Of	
  Memes	
  or	
  Topical	
  Events.	
  This	
  	
  
Seri...
The	
  Next	
  20	
  Slides	
  Summed	
  Up	
  In	
  One	
  Tweet:	
  If	
  You	
  Want	
  it	
  To	
  S=ck,	
  Use	
  	
 ...
Our	
  Meme	
  Story	
  begins	
  with	
  Doug	
  Ray.	
  He’s	
  a	
  weird	
  PiNsburgher.	
  
An	
  agency	
  guy.	
  A...
Doug	
  mindlessly	
  snapped	
  this	
  aSer	
  a	
  mee=ng	
  in	
  January	
  2012.	
  	
  
In	
  2	
  years,	
  Doug’s	
  diNy	
  has	
  been	
  shared	
  over	
  100K	
  =mes.	
  Just	
  last	
  month,	
  
SunnyG...
It’s	
  morphed	
  into	
  social	
  Media	
  via	
  just	
  about	
  anything	
  you	
  can	
  imagine.	
  
Cookies.	
  B...
It’s	
  taken	
  on	
  a	
  variety	
  of	
  different,	
  more	
  visually	
  appealing	
  forms.	
  	
  
On	
  Reddit,	
  the	
  café	
  chalkboard	
  version	
  fared	
  beNer	
  than	
  the	
  original.	
  
Or	
  turn	
  that	
  chalk	
  board	
  into	
  Donut	
  Art.	
  I	
  
would	
  buy	
  this.	
  	
  

Some	
  execu=ons	
 ...
Or	
  turn	
  that	
  chalk	
  board	
  into	
  Donut	
  Art.	
  I	
  
would	
  buy	
  this.	
  	
  

Others	
  stuck	
  w...
Or	
  turn	
  that	
  chalk	
  board	
  into	
  Donut	
  Art.	
  I	
  
would	
  buy	
  this.	
  	
  
Brilliant	
  design	
...
Or	
  turn	
  that	
  chalk	
  board	
  into	
  Donut	
  Art.	
  I	
  
would	
  buy	
  this.	
  	
  

From	
  art	
  to	
 ...
Or	
  turn	
  that	
  chalk	
  board	
  into	
  Donut	
  Art.	
  I	
  
would	
  buy	
  this.	
  	
  

An	
  Urgent	
  Geni...
Or	
  turn	
  that	
  chalk	
  board	
  into	
  Donut	
  Art.	
  I	
  
would	
  buy	
  this.	
  	
  

Break	
  the	
  rule...
Or	
  turn	
  that	
  chalk	
  board	
  into	
  Donut	
  Art.	
  I	
  
would	
  buy	
  this.	
  	
  

Cats	
  work	
  well...
Or	
  turn	
  that	
  chalk	
  board	
  into	
  Donut	
  Art.	
  I	
  
would	
  buy	
  this.	
  	
  
Gavon	
  at	
  Buzzfe...
Or	
  turn	
  that	
  chalk	
  board	
  into	
  Donut	
  Art.	
  I	
  
would	
  buy	
  this.	
  	
  

Doug	
  acknowledged...
Or	
  turn	
  that	
  chalk	
  board	
  into	
  Donut	
  Art.	
  I	
  
would	
  buy	
  this.	
  	
  

Content	
  Snackabil...
Or	
  turn	
  that	
  chalk	
  board	
  into	
  Donut	
  Art.	
  I	
  
would	
  buy	
  this.	
  	
  

What’s	
  next?	
  L...
In	
  my	
  workshop,	
  we	
  look	
  at	
  case	
  studies	
  like	
  this	
  in	
  an	
  interac=ve	
  way	
  
using	
 ...
Jon	
  Burkhart	
  started	
  the	
  world’s	
  first	
  blog	
  dedicated	
  solely	
  to	
  
real-­‐=me	
  marke=ng	
  in...
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Snackability Study #01: Meme-ification of "Social Media Explained With Donuts"

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Are your words, pictures and videos going un-noticed or are they making people come back for more? I'm obsessed with snack food especially cake. If you'll allow me to indulge you with food metaphors, I think there are several similarities between shareable content and snacking.

My highly interactive workshop includes storytelling, case-studies, role-play and plenty of time for Q and A. Oh, and it also includes cake. Maybe even cake in the perfectly portable "cake pop" format as well as other perfectly portable snacks-on-sticks.

While real-time content is my "thing", only one of the four 50-minute modules will be focussed on this. Before you embrace real-time, you need to make sure your content contains all the ingredients required to incite addictive behavior from the right people.

Published in: Marketing

Snackability Study #01: Meme-ification of "Social Media Explained With Donuts"

  1. 1. Snackability  Study  #01:  The    “Social  Media  Explained  In  A  Chart”  Meme  
  2. 2. Welcome  To  The  1st  EdiCon  Of  My  Study  Of  Memes  or  Topical  Events.  This     Series  Will  Help  You  Create  Your  Own  AddicCve  Content  For  B2B/B2C  Brands  
  3. 3. The  Next  20  Slides  Summed  Up  In  One  Tweet:  If  You  Want  it  To  S=ck,  Use     Something  With  Built-­‐in  Snackability.  It  Helps  If  That  Thing  is  Donuts  Or  Bacon.    
  4. 4. Our  Meme  Story  begins  with  Doug  Ray.  He’s  a  weird  PiNsburgher.   An  agency  guy.  A  Buzzfeed  legend.  A  lover  of  bacon.  And  donuts?  
  5. 5. Doug  mindlessly  snapped  this  aSer  a  mee=ng  in  January  2012.    
  6. 6. In  2  years,  Doug’s  diNy  has  been  shared  over  100K  =mes.  Just  last  month,   SunnyGirl  &  Ingrid  Nilsen  tweeted  it  and  had  573  total  retweets.  
  7. 7. It’s  morphed  into  social  Media  via  just  about  anything  you  can  imagine.   Cookies.  Beer.  Burgers.  Same  story,  different  addic=on.    
  8. 8. It’s  taken  on  a  variety  of  different,  more  visually  appealing  forms.    
  9. 9. On  Reddit,  the  café  chalkboard  version  fared  beNer  than  the  original.  
  10. 10. Or  turn  that  chalk  board  into  Donut  Art.  I   would  buy  this.     Some  execu=ons  add  other  networks  like  StumbleUpon  which  is  fun.   ©  Cris=na  Bianchi  2013.  
  11. 11. Or  turn  that  chalk  board  into  Donut  Art.  I   would  buy  this.     Others  stuck  with  the  same  networks  but  added  more  fun  copy.     ©  Cris=na  Bianchi  2013.  
  12. 12. Or  turn  that  chalk  board  into  Donut  Art.  I   would  buy  this.     Brilliant  design  by  Cris=na  Bianchi.   Social  media  donut  art?  Yes,  please.  Add  more  networks,  make   the  copy  more  fun  and  I’d  buy  it  for  my  man  cave.     ©  Cris=na  Bianchi  2013.  
  13. 13. Or  turn  that  chalk  board  into  Donut  Art.  I   would  buy  this.     From  art  to  video.  This  guy  filmed  it  to  promote  his  new  app.     ©  Cris=na  Bianchi  2013.  
  14. 14. Or  turn  that  chalk  board  into  Donut  Art.  I   would  buy  this.     An  Urgent  Genius  made  it  topical.  How  does  John  Kerry  eat  his?     ©  Cris=na  Bianchi  2013.  
  15. 15. Or  turn  that  chalk  board  into  Donut  Art.  I   would  buy  this.     Break  the  rules.  Cats  aren’t  food.  Cats  are  the  bacon  of  pets  though.     ©  Cris=na  Bianchi  2013.  
  16. 16. Or  turn  that  chalk  board  into  Donut  Art.  I   would  buy  this.     Cats  work  well.  Just  ask  Buzzfeed.  Newsflash:  They  started  this   meme  in  2011.  It  was  originally  about  the  fine  art  of  urina=on.   ©  Cris=na  Bianchi  2013.  
  17. 17. Or  turn  that  chalk  board  into  Donut  Art.  I   would  buy  this.     Gavon  at  Buzzfeed  re-­‐wrote  his  original  effort  (below  leS)  with   funnier  jokes  for  Reddit,  Insta-­‐selfie  and  G+  and  MySpace  slams.   ©  Cris=na  Bianchi  2013.  
  18. 18. Or  turn  that  chalk  board  into  Donut  Art.  I   would  buy  this.     Doug  acknowledged  the  Buzzfeed  Pee  ar=cle.  A  brilliant  move.       ©  Cris=na  Bianchi  2013.  
  19. 19. Or  turn  that  chalk  board  into  Donut  Art.  I   would  buy  this.     Content  Snackability  Summary:  Be  a  sponge.  Experiment.  Take  loads   of  liNle  bets.  Have  fun.  Stay  relevant.  Get  on  Buzzfeed.  Own  your   idea.  Don’t  copy.  Take  it  to  a  new  snackable  place.  Be  more  Doug.     ©  Cris=na  Bianchi  2013.  
  20. 20. Or  turn  that  chalk  board  into  Donut  Art.  I   would  buy  this.     What’s  next?  Let’s  improve  on  this  for  your  client.  ris=na  Bworked  for  Northeast   ©  C If  it   ianchi  2013.   Ohio  Media  Group,  it  can  work  for  you.  All  they  added  to  the  conversa=on   was  Snapchat  and  rad  bacon  =es.  To  be  con=nued  in  a  workshop  near  you.    
  21. 21. In  my  workshop,  we  look  at  case  studies  like  this  in  an  interac=ve  way   using  inves=ga=ve  storytelling.  Places  limited.  In=macy  and  snackability   must  be  preserved  at  all  costs  Link:  hNp://bit.ly/ContentSnackability   Follow  me  on  TwiNer  for  Informa=on  about  future  workshops.     T:  @jonburkhart  W:  UrgentGenius.com  E:  jon@realBmecontentlabs.com    
  22. 22. Jon  Burkhart  started  the  world’s  first  blog  dedicated  solely  to   real-­‐=me  marke=ng  in  2010.  He  also…       Co-­‐authored  a  book  on  real-­‐=me  marke=ng  called   Newsjacking:  The  Urgent  Genius  of  Real-­‐=me  Adver=sing   published  by  Thames  &  Hudson  in  April  2013.         Channeled  his  love  for  football  to  develop  content  strategy   for  the  UK’s  top  YouTube  Originals  channel  Copa90.       Helps  clients  like  Adidas,  Dove,  Samsung,  Sony  and  Philips   develop  real-­‐=me  content  at  agencies  like  AKQA,  Lean  Mean   Figh=ng  Machine,  iris,  Cheil,  Edelman,  etc.     Builds  real-­‐=me  content  labs  in  agencies    -­‐-­‐  from  designing  the   physical  space  to  hiring  staff  to  re-­‐working  approval  processes.       Leads  workshops  for  his  own  consultancy  Real-­‐=me  Content  Labs   and  for  Bri=sh  Design  &  Art  Direc=on  (D&AD).         Speaks  at  conferences  like  SXSW,  Digital  Shoreditch,  Silicon  Beach   and  Internet  Week  Europe  on  social  TV,  comedy,  real-­‐=me   marke=ng  and  millennial  mentoring.         Speaks  at  internal  events  for  BBC  Comedy,  BBC  Future  Media,  the   Financial  Times,  MTV  etc.,  as  well  as  numerous  ad/PR  agency   inspira=on  sessions.           T:  @jonburkhart  W:  UrgentGenius.com  E:  jon@realBmecontentlabs.com    

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