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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  • This is the day that the US went off the Gold Standard. It’s essentially the day that the world became an information economy, an economy based on data rather than stuff. All of a sudden money went from representing a physical-world commodity to representing what we said (and/or agreed) it represented. Everything that’s happening right now-- from the economy to the internet-- is a direct line on the vector of this change.




































































  • 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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