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Valerie De La Rosa, Director Digital Marketing, CNÉ, ContentSEO 2017

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Valerie De La Rosa is a seasoned digital video strategy and marketing executive. Currently, she is the Director of Digital Video Marketing for Condé Nast Entertainment. Condé Nast Entertainment (CNÉ) is an award-winning next generation studio developing and producing projects across film, television, social and premium digital video, and virtual reality.

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Valerie De La Rosa, Director Digital Marketing, CNÉ, ContentSEO 2017

  1. 1. MOVING AT THE SPEED OF MEME: HOW TRENDS SHAPE CULTURE Valerie De La Rosa @vdlr Director, Marketing Condé Nast Entertainment
  2. 2. Hello, my name is Valerie De La Rosa DIRECTOR, MARKETING CONDÉ NAST ENTERTAINMENT @vdlr
  3. 3. TFW you’re wondering why @vdlr is qualified to talk about culture, memes, and trends
  4. 4. ORIGINAL MEME
  5. 5. “We live for a cultural experience, to feel we are not alone, to learn something about ourselves, to revel in the human journey…” - Baz Luhrmann, First Monday in May @vdlr
  6. 6. @vdlr WHAT IS A MEME: A JOURNEY
  7. 7. @vdlr WHAT IS A MEME: A JOURNEY MEME a unit for carrying cultural ideas, symbols, or practices that can be transmitted from one mind to another through writing, speech, gestures, rituals, or other imitable phenomena with a mimicked theme
  8. 8. @vdlr WHAT IS A MEME: A JOURNEY MEME a unit for carrying cultural ideas, symbols, or practices that can be transmitted from one mind to another through writing, speech, gestures, rituals, or other imitable phenomena with a mimicked theme
  9. 9. @vdlr WHAT IS A MEME: A JOURNEY A MEME IS THE ULTIMATE CONNECTOR OF PEOPLE
  10. 10. @vdlr Started from the bottom Now we here Meme 60s Spiderman REBECCA BLACK PLANKING NYAN CAT BRONIES
  11. 11. THREE TRAITS OF A MEME FIDELITY FECUNDITY LONGEVITY @vdlr
  12. 12. @vdlr HOW TRENDS ARE SHAPING CULTURE RIGHT NOW
  13. 13. TREND #1: HIDDEN PERSONALITY TRAITS ARE MAINSTREAM THE EVOLUTION OF THE KERMIT MEME @vdlr PETTINESS EGOTISM VULNERABILITY
  14. 14. TREND #1: HIDDEN PERSONALITY TRAITS ARE MAINSTREAM DARK KERMIT @vdlr EGOTISM Me: It’s gonna take 30 minutes to get there. Me to me: tell ‘em you’ll be there in 5.
  15. 15. @vdlr MEMES ARE THE DOPPELGÄNGERS OF OUR FEELINGS
  16. 16. TREND #2: BRAND FAN FICTION EMERGING BECAUSE IT GRANTS THE CONSUMER’S DESIRE FOR WTF @vdlr
  17. 17. @vdlr ACHIEVING SCALE ABOVE THE NOISE: WHY BREAKING OUT REQUIRES PRECISION
  18. 18. @vdlr CHASING TRENDS IS NOW A MASS ACTIVITY
  19. 19. @vdlr MEMES WERE BORN OUT OF SERENDIPITOUS ACCIDENTS ALIGNING THE ZEITGEIST.
  20. 20. IN A POST-MEME WORLD, YOU ARCHITECT YOUR CONTENT NOT FOR VIRALITY, BUT FOR ZEITGEIST PENETRATION BREAK THE FEED @vdlr
  21. 21. BREAK THE FEED @vdlr VIRAL SUCCESS MEMETIC SUCCESS • PRESTIGE • POSITIONING • STRONG EMOTIONS • MEMETIC POTENTIAL • PUZZLE SOLVING SIMPLICITY HUMOR PARTICIPATION TOOLS
  22. 22. BREAK THE FEED
  23. 23. BREAK THE FEED
  24. 24. BREAK THE FEED
  25. 25. @vdlr HOW TO ENGINEER YOUR CONTENT FOR MEMETIC EVOLUTION
  26. 26. PLANT INCLUSIVE MEMETIC DIMENSIONS OF CULTURAL UNITS @vdlr CONTENT FORM STANCE
  27. 27. MEMETIC DIMENSIONS OF CULTURAL UNITS @vdlr #1 CONTENT
  28. 28. MEMETIC DIMENSION: CONTENT @vdlr INFIDELITY VOYEURISM
  29. 29. MEMETIC DIMENSIONS OF CULTURAL UNITS @vdlr #2 FORM
  30. 30. MEMETIC DIMENSION: FORM - VISUAL @vdlr DIM LIGHTS HEADS TILTED DOWNWARDS IN UNISION UNIFORM CLOTHING: BLACK TURTLENECK AND BLACK T-SHIRT
  31. 31. MEMETIC DIMENSIONS OF CULTURAL UNITS @vdlr #3 STANCE
  32. 32. MEMETIC DIMENSION: STANCE @vdlrMEET THE VILLIAN
  33. 33. @vdlr SIGNS YOU’VE BROKEN THE FEED
  34. 34. REPLICATION VARIANCE @vdlr
  35. 35. @vdlr MEME REMIXES DARK KERMIT + HURT BAE
  36. 36. @vdlr FINAL THOUGHT STARTERS
  37. 37. TO BREAK THE FEED, YOU NEED TO GIVE AWAY A PIECE OF THE NARRATIVE TO THE AUDIENCE @vdlr
  38. 38. DON’T GO CHASIN’ MEMES (in your content) @vdlr
  39. 39. “You have to look at what’s moving the culture forward. Not just what’s doing well,” – Fred Seibert. @vdlr
  40. 40. @vdlr QUESTIONS
  41. 41. @vdlr MEME APPENDIX 2017 MEME CALENDAR MEME REMIXES POST-MEME WORLD
  42. 42. THE MEME YEAR IN REVIEW
  43. 43. MEME REMIXES BLINKING GUY + ARTHUR FIST
  44. 44. MEME REMIXES ROLL SAFE + HURT BAE
  45. 45. MEME REMIXES SALT BAE + HURT BAE
  46. 46. MEME REMIXES HAPPY ARTHUR + BBC KID
  47. 47. MEME REMIXES ROLL SAFE + HURT BAE
  48. 48. MEME REMIXES HOMER SIMPSON BACKS INTO THINGS +SEAN SPICER PRESSERS
  49. 49. POST-MEME
  50. 50. POST-MEME

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