The document discusses the evolution of communication models from the hypodermic needle model to the two-step flow model which recognizes the influence of opinion leaders. It then outlines a case study where an organization created a compelling documentary about its program and engaged local influencers to share the content, generating significant participation in the program. The importance of creating ideas and content worth spreading is highlighted as influencers help spread ideas that can change views and start a sharing effect.

1. Illustrate why creating content
worth sharing or ideas worth
spreading are also key.
Learning objective of Module 2, Lesson 1

2. The hypodermic needle model
• The list of 3 main challenges
indicates that brands are still
using “the hypodermic needle
model” of communication.
• It was developed in 1939 by
Harold Lasswell to explain how
German propaganda worked.
• It’s regarded as “one of the
earliest and most influential
communication models.”
Source: Harold Lasswell, "The Structure and Function of Communication in Society,“ 1948

3. Model ignored the role of influencers
• The hypodermic needle model
postulated that the mass
media had direct, immediate,
and powerful effects on a
mass audience.
• But, it ignored the role of
“opinion leaders.”
• Today, we call these people
“influencers” and they play a
central role in social media.

4. 1940 study of social influence
• A study of the 1940
presidential election found a
2-step flow of communication.
• The first step, from media
sources to “opinion leaders,” is
a transfer of information, but
the second step, from opinion
leaders to their followers, also
involves the spread of
interpersonal influence.
Source: Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet, The People's Choice, Jan 1, 1944

5. The 2-step flow model
Who
says/seeks what
in which channel
to/from whom
with what effect
Who
says/shares what
in which channel
to/with whom
with what effect
Source: Greg Jarboe, YouTube and Video Marketing, Nov. 1, 2011

6. Influencers must look over the shoulders
• The relationships between
influencers and their followers
hang in a delicate balance.
• If influencers adopt new ideas
too quickly, their followers
may begin to doubt their
judgement.
• So, influencers must
continually look over their
shoulders.
Source: Everett M. Rogers, Diffusion of Innovations, 5th Edition, Aug. 16, 2003

7. Creating content worth sharing is the key
• Ads Worth Spreading is TED’s
initiative to celebrate ads that
communicate ideas in an
exceptionally powerful way.
• These ideas have a life of their
own.
• An idea can reset someone’s
worldview and even begin a
domino effect as they pass it
on to friends.
Source: TED, Ads Worth Spreading

8. Creating content worth sharing for NACA
• Founded in 1988, the
Neighborhood Assistance
Corporation of America
(NACA) is a national non-profit
community advocacy and
homeownership organization.
• In 2009, NACA asked us for
help with its “Save the Dream
Tour” for free home loan
refinancing.
Source: The Boston Globe Magazine, “Guarding the House: Bruce Marks,” Dec. 30, 2007

9. Created a compelling documentary
• DigiNovations created a 9-
minute long documentary that
provided background on
NACA’s “Save the Dream”
program, which had helped
homeowners in Washington,
DC, Stamford, CT, and
Columbia, SC, to restructure
and renegotiate their home
mortgages and home loans.
Source: NACAmedia, “Documentary: NACA's "Save the Dream" - Mortgage Restructuring and Renegotiation Rescues Homeowners,” July 1, 2009

10. Influencers got a link to the documentary
• We identified local TV
producers, newspaper
reporters, bloggers, and social
media influencers and emailed
each one a custom pitch with
link to the documentary video.
• Before each event, we also
held a local press conference
with a local influencer like
Rep. Marcia L. Fudge.
Source: Rep. Marcia L. Fudge’s YouTube channel, July 16, 2009

11. NACA got 360,000 participants in 8 cities
• Our influencer marketing
campaign generated 49 news
stories by 25 local TV stations,
21 newspaper articles, 363
blog posts, and 300 tweets
about NACA’s “Save the
Dream” tour in 8 cities.
• NACA got 360,000 participants
in 8 cities targeted vs. just
45,000 in the first 3 cities.
Source: CBS Evening News with Katie Couric, Oct. 16, 2009

12. Quiz: Illustrate why creating content worth
sharing or ideas worth spreading are also key.