Chicago Social Media Week 2013

SOCIAL SHARING THAT MATTERS
SMW CHICAGO 2013

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IS MERELY A WELCOME SIDE EFFECT OF
CULTURAL CONTAGION?
WHAT IF I TOLD YOU “EARNED MEDIA”

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HERE ARE OUR PRINCIPLES.
BUT FIRST...AN EXAMPLE

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THAT DIDN’T “JUST” HAPPEN
THERE WERE MANY FACTORS AT PLAY

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EXPOSEDPOPULATION
THE VIRAL ACCELERATION OF “THE HARLEM SHAKE”
JAN. 30TH FEB. 2ND FEB. 3RD FEB. 7 TH FEB. 8 TH FEB. 10TH FEB. 13TH

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ALL OF THESE FACTORS CONTRIBUTE TO THE GROUNDSWELL OF “THE SHAKE”
THESE FACTORS CONSTITUTE MOTIFS WE SEE IN ALL PHENOMENA THAT CATCH ON IN CULTURE
THE IDEA THEMATIC ITERATION PUBLIC PROGRESS BARAPPROPRIATE “MESSENGER” FERTILE CONDITIONS

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THEMATIC ITERATION PUBLIC PROGRESS BARAPPROPRIATE “MESSENGER” FERTILE CONDITIONS
CONTENT
THE IDEA

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THEMATIC ITERATION PUBLIC PROGRESS BARFERTILE CONDITIONS
CONTENT
THE IDEA
CREDENCE
APPROPRIATE “MESSENGER”

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PUBLIC PROGRESS BARFERTILE CONDITIONS
CONTENT
THE IDEA
CREDENCE
CUSTOMIZATION
THEMATIC ITERATION

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PUBLIC PROGRESS BAR
CONTENT
THE IDEA
CREDENCE
CUSTOMIZATION
THEMATIC ITERATION
CO-INCENTIVES
FERTILE CONDITIONS

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CONTENT
THE IDEA
CREDENCE
CUSTOMIZATION
THEMATIC ITERATION
CO-INCENTIVES
FERTILE CONDITIONS
CONCURRENCE
PUBLIC PROGRESS BAR

THE CONTAGION COOKBOOK
WHEN WE PUT THESE MOTIFS TO WORK FOR OUR BRANDS, WE CALL IT
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CONTENT
THE IDEA
CREDENCE
CUSTOMIZATION
THEMATIC ITERATION
CO-INCENTIVES
FERTILE CONDITIONS
CONCURRENCE
PUBLIC PROGRESS BAR

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CONTENT:
Objects which have communicative and cultural
value, designed to inspire a user action

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THESE “OBJECTS” AMOUNT TO MORE THAN ART, COPY, AND CODE
IN ANY CASE, WE LOOK TO BEHAVIORAL SCIENCE TO HELP US ENSURE SHAREWORTHY + SHARABLE:

CREATING CONTENT
CONTENT
BUD LIGHT: MARRIAGE EQUALITY
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AUDIENCE AT THE CENTER
TRUE TO BRAND

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CREDENCE:
All aspects of influence or cultural authority with
the potential of transference

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CULTURAL AUTHORITY IS AWARDED CONDITIONALLY
CULTURAL LICENSE IS BEST AWARDED TO BRANDS BY TRUSTED SOURCES THE TARGET SEES AS:
1. Impartial: apparent absence of bias
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2. Expert: acknowledged mastery of subject matter
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3. Intimate: binding, persistent proximity to audience

ESTABLISHING CREDENCE
CREDENCE
BUDWEISER: MADE IN AMERICA
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SOURCE THEY TRUST
CULTURALLY LICENSED

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CUSTOMIZATION:
The lateral expression of an idea; its ability to
be expressed repeatedly, while retaining
signature aspects of its origin

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CREATE MANY FROM THE EFFORT OF CREATING ONE
AND THERE’S A LOT OF WAYS TO DO THIS
1. You create many: broad creative diversity made by the brand/agency
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2. You commission many: invite partners to iterate upon your idea
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3. You inspire many: relinquish for public participation

ENABLING CUSTOMIZATION
CUSTOMIZATION
INTEL: MUSEUM OF ME
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INVITED TO PARTICIPATE
ENABLES DIVERSITY

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CO-INCENTIVES:
Marketplace or other environmental realities,
which, when properly aligned, add fresh resources
to content propulsion and/or customization

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GRADUATING FROM MERE “PARTNERSHIP”
TO SETTING THE STAGE FOR “MULTI-PLAYER” DEALCRAFT
Production
Distribution
Wild card

EXPLOITING CO-INCENTIVES
CO-INCENTIVES
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PERSONALLY INVESTED
SETS THE TABLE
NETFLIX + DAVID FINCHER + BEAU WILLIMON: HOUSE OF CARDS

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CONCURRENCE:
The apparent ubiquity of an idea, which primes a given
audience into a state of cognitive ease and acceptance

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CREATE THE SENSE THAT “IT’S EVERYWHERE” & “EVERYONE’S TALKING ABOUT IT”
THOSE WHO KNOW WILL FEEL “IN THE KNOW” AND THOSE WHO DON’T WILL WANT TO
1. All ubiquity is feigned: there’s no such thing as “everybody”
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2. The greeks knew best: create theater in the round
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3. Concurrence is the principal: reach is the interest

CASTING FOR CONCURRENCE
CONCURRENCE
APPLE: THE DOMINANCE OF THE WHITE EAR BUDS
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SOCIALLY INCLUDED
PERCEIVED UBIQUITY

CASTING FOR CONCURRENCE
CONCURRENCE
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SOCIALLY INCLUDED
PERCEIVED UBIQUITY
BEATS BY DRE: THE EMERGENCE OF THE OVER-EAR HEADPHONES

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THESE TENETS GUIDE OUR HAND
ACROSS OUR AGENCY ROSTER

STATE FARM’S CLIFF PAUL CAMPAIGN TELLS IT ALL
YOU’VE HEARD THE STORY BEFORE, RIGHT?
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PRESEEDING AND ANNOUNCE
CONTAINED A POTENT MIX OF CREDENCE, UNLOCKED THROUGH CO-INCENTIVE MAPPING
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WHICH RESULTED IN A NATION-WIDE TREND
WHERE “CLIFF PAUL” WAS TRENDING OVER “MERRY CHRISTMAS,” ON CHRISTMAS DAY!
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AFTER WHICH WE INVITED PEOPLE TO JOIN IN AS WELL
CREATING A BROAD BASE OF CREDENTIALED CREATIVE DIVERSITY THROUGH SOCIAL STORYTELLING
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CUSTOMIZE
INVITED TO PARTICIPATE
CONTENT
AUDIENCE AT THE CENTER
CREDENCE
SOURCE THEY TRUST
CO-INCENTIVE
PERSONALLY INVESTED
CONCURRENCE
SOCIALLY INCLUDED
ALL OF WHICH IMPACTS CULTURAL CONTAGION
APPLYING HUMAN BEHAVIOR TO THE RECIPE OF THE COOKBOOK

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INVITED TO PARTICIPATEAUDIENCE AT THE CENTER
TRUE TO BRAND
SOURCE THEY TRUST PERSONALLY INVESTED SOCIALLY INCLUDED
CULTURALLY LICENSED ENABLES DIVERSITY PERCEIVED UBIQUITYSETS THE TABLE
CUSTOMIZATION CONCURRENCE
THE CONTAGION COOKBOOK:
CONTENT CREDENCE CO-INCENTIVES

A FEW THINGS TO CONSIDER...
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1. CONTENT IS ONLY 1/5 OF THE RECIPE

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3. NO ONE SHARES TOOTHPASTE STORIES

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4. QUESTIONS SPARK CONVERSATIONS
MORE THAN ANSWERS DO

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5. IT’S A RECIPE, MAKE YOUR GUMBO
AS SPICY AS YOU LIKE

THANK YOU!
Marcus Collins
@MarcTotheC
Chaucer Barnes
@ChocChauce

Chicago Social Media Week 2013

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