The planking meme began in May 2011 and spread quickly, hitting Australia in June. It faded after July but had another brief resurgence in popularity. By August, the meme had faded again without any further mainstream revivals. Another early 2010s meme was "McKayla is not impressed", which emerged from McKayla Maroney's expression at the 2012 Olympics and soon went global as an internet meme. Memes spread through creativity, sharing within online communities, and their timeliness in capturing current issues or providing comedy.

6. May 2011 The
planking meme
begins

7. Its origins are
uncertain- perhaps
an accident?

8. By June 2011 it hits
Australia (Canberra
can have this effect
on people).

9. After quickly
fading, it goes
mainstream in July
(and gets even
sillier).

10. But by August it
fades again with no
further mainstream
resurgences.

12. Memology: Photobombing- started by a squirrel?

13. Within weeks: thousands of photos, millions of hits.

14. Dogs who
look like their
owners meme
goes global

15. 5 August
McKayla
Maroney
wins silver
at London
Olympics

16. Within 2 days
“McKayla is not
impressed”
meme goes
global

17. Meme key elements are:
Creativity: content
Community: sharing
Currency: now issues
Comedy: fun driven

39. Big data
Game playing research
In-situ research
Online focus groups
Online surveys
App-based research
Mystery shopping Observational studies
Geo-tag links
Focus groups Observational research Social research
Tablet interviews
Phone interviews Taste testing Ethnography
Co-creation groups
Mall intercept Customer satisfaction Online forum/
Community forums
Data analysis Polling surveys discussion boards
Audience response
Pen & paper surveys Audience ratings CATI Generational research
Video diaries