The document discusses how human behavior is influenced by social interactions rather than individualism, emphasizing the need for ideas to resonate with people's social nature to spread effectively. It introduces the formula for facilitating idea dissemination, combining social population, state criticality, simple rules, and triggers. Key strategies include understanding audience motivations, encouraging participation, and focusing on relatable topics to enhance engagement.

1. HOW IDEAS SPREAD
Thomas Miles, Planning Director, Lavender*
June 2010

2. The 'social' hypothesis
We are not thinking and calculating independent people.
Human behaviour is a function of our social nature.
As a result:
People are far more interested in each other than they are in our
brands, our stores and our advertising

3. Technology has served to emphasize our social nature & how
collaborative we are
We are a ‘we’ creature, not a ‘me’ one

4. If you want to create an idea that can be spread, appeal to
people’s social nature
Rather than chasing influencers, spend time
on understanding the audience’s buttons &
working out how to trigger them

5. The Formula for changing the world
What interested in? What to do with what
Who? Why Now?
Readiness to Embrace? you’re telling me?
Social Population + State Criticality + Simple Rules + Triggers =
Phase Transition
Pete Williams - Deloitte Digital

6. Doritos - Crash The Superbowl
4,000 entries
Social Population + State Criticality + Simple Rules + Triggers = 16 million views
Want to be Create your own Be on the
Youtube generation
famous Dorito ad Superbowl

7. 120,000 votes in
Social Population + State Criticality + Simple Rules + Triggers = two weeks
Opportunity to Part of the
People who want to be Just vote
get involved in a joke
eco-minded
fun way

8. ‘State Criticality’
We’re all looking to be part of
something
So what are our audience looking
to be a part of?

9. If you want an idea to spread people have to be
able to do something about it
“it's at least as important what your audience does with
your advertising as what your advertising does to your
audience”
get involved, viral, mash-ups, passing it on

10. Spreading the word on Facebook
Ask questions or make
superlatives
Don’t be geeky

11. If in doubt about what to talk about....
There are only four topics people are interested in...
Sex
Death
Power
Wealth
Useful.... if you’re at a boring dinner party
Source: Steve Hayden, Ogilvy

12. To take away
- Appeal to peoples social nature
- Understand ‘state criticality’ & readiness to embrace
- Work out what people can do with your campaign
- Do the heavy lifting for people

13. Don’t forget:
Agency: Planning & Strategy