Creating Great Social Media Content

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What do the top 10 viral videos have in common...and what is it about them that makes them so popular?

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Creating Great Social Media Content

  1. 1. 1 September 23, 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  2. 2. 1 Pow! Wow! Yowza! Awwwwwwww.... Social Media, Memes, and the Joys Creating Social Content September 23, 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  3. 3. 2 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  4. 4. 3 August 15, 1971 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  5. 5. 4 The 7 Trends Changing Everything 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  6. 6. 5 The consumer is in control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  7. 7. 6 Atoms to Bits 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  8. 8. 7 Real-time to My time “Mommy, why can’t I pause the TV?” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  9. 9. 8 The end of centralization 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  10. 10. 9 The future is always on 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  11. 11. 10 The end of the desktop 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  12. 12. 11 Welcom e to the global convers ation 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  13. 13. Prospect Broadcast Media Telemarketing Mobile Web Social Media Email Direct Print Mail 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  14. 14. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  15. 15. 14 brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  16. 16. 14 company brand consumers 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  17. 17. 15 “Guerilla Marketing” for GoldenPalace.com for Forgetting Sarah Marshall for Aqua Teen Hunger Force 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  18. 18. 16 Ads Everywhere... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  19. 19. 17 Toyota: “YourOtherYou” Campaign “Prank Marketing” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  20. 20. 18 “Undercover Marketing” for Blackberry “Cigarette Fairy” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  21. 21. 19 “Mobile Marketing” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  22. 22. 20 (but recent research indicates only 15% of “viral” media passed on) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  23. 23. 21 What is “social media” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  24. 24. 22 Marshal McLuhan “The medium is the message.” Media: a technology that affects society not by its content but by its characteristics. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  25. 25. 23 no “content”... ...but has social effect 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  26. 26. 24 “media” Sender information or data Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  27. 27. 24 “mass media” Receiver or data tion rma info Sender information or data Receiver info rma tion or d ata Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  28. 28. 25 social: the interaction of humans with other humans media: technology used to store and deliver information or data 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  29. 29. 26 social media Participant or data n rm atio info Participant information or data Participant infor mati on o r dat a Participant 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  30. 30. 27 Social Media: technologies that facilitate interactions between humans using information or data. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  31. 31. 28 Social Media: technologies that facilitate conversations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  32. 32. 29 A (somewhat incomplete) Timeline of Social Media not to scale USENET 1979 listserv Napster flickr 1986 1999 2004 pneumatic post 1865 SecondLife 2003 postal service Persia, 550BC The Palace radio ARPANET Wikipedia 1994 twitter 1891 1969 2001 The WELL Facebook 2006 1985 Friendster 2003 2002 @ MySpace YouTube email Third Voice 2003 2005 1966 BBS IRC 1999 1978 1988 telephone del.icio.us ~1890 2003 telegraph France, 1792 MUD1 Blogger 1978 1999 CompuServe MoveOn 1969 1998 digg epinions 2004 1999 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  33. 33. 30 How memes get made 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  34. 34. 31 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  35. 35. 32 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  36. 36. 33 Memes ๏ units of cultural information ๏ cultural evolution or cultural diffusion ins wk e ๏ subject to natural selection Da en ard sh G R ich elfi ๏ variation Th e S 1976 ๏ competition ๏ mutation ๏ it’s not survival of the fittest, it’s survival of fastest (those best able to spread) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  37. 37. 34 Viral Transmission Virus Virus Host Virus Virus 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  38. 38. 35 TB Transmission 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  39. 39. 36 High School Dating 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  40. 40. 37 Graph of The Internet 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  41. 41. 38 “The Tipping Point” ๏ “Hubs” Malcolm Gladwell ๏ “Superconnectors” ๏ “Influentials” ๏ Viral media based on the theory that a few important people in a network can accelerate transmission and acceptance of an idea. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  42. 42. 39 One-to-one Duncan Watts ๏ Memes take hold because culture is ready ๏ Six degrees of separation true, but connectors not important ๏ People influence others around them ๏ Anybody is just as likely to launch a trend as anyone else 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  43. 43. 40 Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  44. 44. 41 Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  45. 45. 42 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  46. 46. 42 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  47. 47. 43 Creating For Social Media 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  48. 48. 44 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  49. 49. 45 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  50. 50. 46 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  51. 51. 47 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  52. 52. 48 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  53. 53. 49 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  54. 54. 50 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  55. 55. 51 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  56. 56. 52 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  57. 57. 53 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  58. 58. 54 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  59. 59. 55 Archetypes of great social content ๏ Surprise ๏ Sex ๏ Destruction ๏ Musical ๏ Fantastic ๏ Connection ๏ Self-awareness ๏ Behind the scenes ๏ Spectacle ๏ Cute/Kind 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  60. 60. 56 The Communications Ecosystem 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  61. 61. 57 Carton’s Law: What Works Best Online is What Can Only Work Online 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  62. 62. 58 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  63. 63. 59 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  64. 64. 60 Carton’s Law 2: Technology Changes Quickly, People Change Slowly 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  65. 65. 61 Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  66. 66. 62 Carton’s Law 3: Brands are collaborations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  67. 67. 63 Carton’s Law 4: People Don’t Interact With “Technology”, People Interact With People 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  68. 68. 64 Let’s Talk! sean.carton@idfive.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com

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