SlideShare a Scribd company logo
The “Filter Bubble” and its effect
on the public sphere
Literature Review: !
What is the Filter Bubble?
What can advertisers learn from the two biggest
content websites on the net?
What does the anatomy of a compelling story look like?
Case Studies:
Methodology
Screenshot: amazon.com
Literature Review
“A squirrel dying in front of your
house may be more relevant to your
interests right now than people dying
in Africa.”
- Mark Zuckerberg
Our perception of reality online
Scott’s Search Daniel’s Search
Screenshot: TED Talk
Old Gatekeepers
New Gatekeepers
How do advertisers get here?
Case Studies
What can advertisers learn
from the two biggest content
websites on the net?
BuzzFeed
A listicle by me
A full page ad in Austria’s
biggest newspaper
What Buzzfeed teaches
us about bursting the Filter Bubble
Create easily digested content by
writing in lists and create visual content
Upworthy
Upworthy
Upworthy
2 Million views
17 Million
What Upworthy teaches
us about bursting the Filter Bubble
Reframe your messages
Test your messages
Write 25 headlines
Buzzword + positive Adjectiv + Curiosity + Promise =
Engagement = Sharing
What does the anatomy of a
compelling story look like?
Tell Stories
Setting
Decision
Challenge
Solution
Elements of a story
Let people, customers, voters
tell stories
Instead of talking about them
!
Tell the origin story of a company or a product
What Innocents teaches
us about bursting the Filter Bubble
Thanks!
E-Mail: pick@pickundbarth.at
!
Twitter: @yussipick
!
Book/Blog:www.echoprinzip.at

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Presentation at the EdCom Conference "Life in the cloud"