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The Science of Social Media
How to engineer contagious ideas.




         Dan Zarrella
         Social Media Scientist
Unicorns and
Rainbows
Unicorns & Rainbows Myth:
Don’t call yourself a
guru.
Science:


           `
Ideas do not
spread because
they are “good.”
Meme:
A unit of cultural
inheritance.
Our world
is made of
memes.
Memetics:
The study of
cultural transfer.
Variation
+ Competition
  Evolution
Takeaway:
Try lots of campaigns
and iterate on what
works.
R0
Reproduction Rate
(The average number of new infections a
single infection case will cause)
Selection
pressure: a factor that
reduces R0.
The variation
best suited to
pressures wins.
Fruit Flies




                Fecundity
    Longevity



                            Elephants
ReTweets




               Fecundity
   Longevity



                           Religions
R0 >1 Epidemic
R0 =1 Endemic
R0 <1 Die out
Myth:
All “viral” ideas spread
exponentially.
Seed




       Spread
Reality:
Most ideas have an
R0 under 1.
If I’m going to spread
your idea 3 things have
to happen…
Exposure


Awareness


Motivation
As marketers we can
optimize for each step…
Reach   Exposure




        Awareness




        Motivation
Seeds
Let R0 = .1
•If seed = 10           •If seed = 100,000
    •Generation 2 = 1       •Generation 2 = 10,000
    •Generation 3 < 1       •Generation 3 = 1,000
                            •Generation 4 = 100
                            •Generation 5 = 10
                            •Generation 6 = 1
Big Seeds
Takeaway:
Audience size does
matter.
Influencers
`
`
Takeaway:
Find and target your
influencers.
Exposure




            Awareness
Attention

            Motivation
Breaking through
the noise
`
Takeaway:
Bigger & louder
works – to a point.
Selective attention:
hearing your name across
a crowded,
noisy room.
Takeaway:
Personalize: talk to
your audience.
Avoiding crowds
`
`
`
Takeaway:
Avoid link fatigue.
Exposure




          Awareness




Sharing   Motivation
Why do people share?
Performance:
Social media users are always
performing in front of a crowd
of their friends.
Reputation:
People share content to increase
their reputations.
Takeaway:
Help your audience
look cool.
Social exchange
“… the more valuable the sentiment or
activity the members exchange with
one another, the greater the average
frequency of interaction of the
members.”
Social Behavior as Exchange
George C. Homans
Novelty
Scarcity
Warnings
Information
voids
Takeaway:
Don’t let information
voids form.
Imitation
Social Proof
“We view a behavior as more correct…
to the degree that we see others
performing it”
-Robert Cialdini
Information
cascades
A

    ? ? ? ? ?




B
Which restaurant would
you pick?
A




B
The goliath
effect
The villain
is wronging
the victim.
Communal
Recreation
Zombies    Marketing




          Me
Anytime my friends see an article
about “marketing to zombies”
they send it to me.
Takeaway:
Use combined
relevance.
What do people
share?
Gossip is just news
running ahead of itself in a
red satin dress.
-Liz Smith
“…advertisements that were
both original and familiar
attracted the largest amount of
attention…”
Breaking Through the Clutter: Benefits of Advertisement Originality and
Familiarity for Brand Attention and Memory
Rik Pieters, Luk Warlop and Michel Wedel 2002
New/Old
Most ReTweetable Words & Phrases
   1. you          11. please retweet
   2. twitter      12. great
   3. please       13. social media
   4. retweet      14. 10
   5. post         15. follow
   6. blog         16. how to
   7. social       17. top
   8. free         18. blog post
   9. media        19. check out
   10. help        20. new blog post
Takeaway:
Don’t forget calls-to-
action.
Least ReTweetable Words & Phrases

    1. game         11. well
    2. going        12. sleep
    3. haha         13. gonna
    4. lol          14. hey
    5. but          15. tomorrow
    6. watching     16. tired
    7. work         17. some
    8. home         18. back
    9. night        19. bored
    10. bed         20. listening
Takeaway:
Don’t talk about
yourself so much.
Dan Zarrella
@DanZarrella

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