The document explores the concept of memes, tracing its origin to Richard Dawkins' 1976 book 'The Selfish Gene' and discussing its significance in cultural transmission and online communication. It outlines various formats of internet memes, their marketing potential, and how brands have successfully utilized them for engagement, particularly in social media. Additionally, it delves into the strategies for creating impactful memes, emphasizing the balance between using existing formats and creating original content.

1. Presented by:
Shreya D. Pistulkar

2. ◦ The cure for depression – Urban dictionary
◦ An idea, behaviour , style or usage that spread from person to
person within a culture – Merriam – Webster Dictionary

3. ◦ The word meme is a shortening of mimeme coined by British
evolutionary biologist Richard Dawkins in The Selfish Gene (1976).
◦ The word meme originated with Richard Dawkins' 1976 book The
Selfish Gene.
◦ It is defined as “a pacakage that conveys idea Of a unit of cultural
transmission or a unit of imitation” Dawkins was attempting to
determine why some behaviours were common in human societies

4. ◦ Internet memes are the building blocks of the online culture . From Movies to political parties to
campaigners , pressure group Internet users regularly Employ memes to make a point .
◦ But why is this?
◦ Simply put, the idea at the heart of memes Is the concept of transmission.
◦ Content only becomes mene by spreading .
◦ By understanding memes we give overselves opportunity to tap into the natural mechanism
through which human share ideas online .

5. ◦ An “internet meme” is a virtually transmitted cultural symbol or social idea that is shared on
social media and spread rapidly by internet users .
◦ Memes are most frequently shared on facebook, Twitter sharing and replication of meme is not
limited on this platforms
◦ They are also spread via email , whatsapp , instagram, snapchat , forum and many other
platforms .

6. ◦ There are various different formats of memes. This can be generally broken down into four
broad categories .
◦ 1. Image (macro) memes.
◦ 2.Photo memes
◦ 3. Video memes
◦ 4.Word memes
◦ Since gif are an image based format we include it in Macro and photo meme categories.

7. ◦ Richard Dawkins proposed that culture seeks to replicate itself in order to ensure it’s continued
survival,similar to that of human genes . He outlined three main elements that memes should
encomposes in order to spread.
◦ 1. Fidelity: An idea must retain a certain amount of “Truth” in its replication for it propagate as
a measurable unit.
◦ 2.Fecundity: An idea must be transmitted to a certain minimum number of people to ensure
viability .
◦ 3. Longevity: Memes do not need to last forever , they just need to last long enough to
propagate.

8. ◦ 1. Social Currency : Will it the user seem intelligent,funny,trendy or in the know ?
◦ 2. Emotions: Happiness, wonderment, nostalgia but also sadness, shock or fear.Overall,
positive emotions generally genrate more shres than negative
◦ 3.Usefullness: This include two types of usefulness :
◦ Information,like the lockdown on an issue of relevance; and incentive
◦ Like competition or promotions.
◦ 4. Storytelling: Good storytelling is rewarded with sharing .

10. Twitter
analytics
Why should you use
it?
Helps to see who your
followers are
How they are
engaging with your
content
Ways to target your
audience for better
engagement.

11. Instagram
analytics
• Make your
instagram a
business .
• Trick to see
specific insight
• You can see upto
2 years of
analytics and as
small as 7 days
worth

12. Facebook
analytics
• Graphics are
everything
• Vedios get more
engagement.
• Be aware of
algorithm
changes .

13. ◦ A consumer brand spends Rs 1,000-50,000 on a meme. A page with a million
likes charges Rs 1,000-Rs 1,500 for visibility on Facebook and around Rs
3,000 for Instagram, creators said.
◦ Earlier, meme pages used to make money mainly through Google
advertisements, videos or cross promotions. Today, they rack up
anywhere between Rs 10 lakh and Rs 4-6 crore in yearly turnover.

16. ◦ Clever use of memes can raise awareness of brands , product or service .And helps organization
to connect with their targets audience.
◦ Many brands have taken to using memes for their marketing efforts, and there are rewards for
those who do it well.

17. Brands that turned the tides with Meme
Marketing
#Gucci #Redbull

18. Brands that turned the tides with Meme
Marketing
#BigBazaar #hotstar

19. Brands that turned the tides with Meme
Marketing
#brand factory #tinder

20. Ad parody
◦ Ad Parody was started by a group of young millennials & Gen Z students, straight out of college
with no marketing background but a lot of passion for it.
◦ Within 18 months of inception, Ad Parody, with its original content, has built a loyal following of
117,000, many of whom are brands, people from media houses, content creators, YouTubers
etc!
◦ They started by creating a series of posts on Ad Parody with the #SmartChakra hashtag and
soon the Internet took it by storm and started making their own versions of the #SmartChakra.
Within a span of 24 hours, the #SmartChakra had seen more than 500+ versions, with 100+
brands contributing to the trend.
◦ Indian brands like Durex, TVF, RSVP Movies, Pulse Candy, Bookmyshow, UberEats, Star
Movies & Jio Cinema picked up on the trend and global brands like Hotstar USA & Hotstar
Canada also participated.
◦ Ad Parody is a contemporary digital property that serves as an extension of Wubba Lubba Dub
Dub's moment marketing philosophy. That means it has a take on everything trending on the
internet before anyone else does. What makes Ad Parody stand out is the fact that it focuses on
brands and business

23. ◦ There are two approaches while creating a meme for PR or marketing purpose.
◦ 1. Adapt exciting meme
◦ 2. Create entirely new Content
Both options have advantages and disadvantages.

24. Using an existing meme (meme-jacking)
◦ Pros : An existing meme already has
recognisability and momentum,and
adapting content can suggest that the
brand is “plugged in”
◦ Cons: If the adaption of meme is not well
executed, companies can be accused of
hijacking trend; brands may also miss the
boat if they take too long to execute.
Creating an original meme
◦ Pros : This can ensure that the content is
align with brand objectives and could
position a company as trendsetter.
◦ Con: It can be difficult to generate fraction
or momentum when pushing out your
own original meme.

25. Meme in
news
BBC news featured a article
on 27 Dec 2019 on “The
Decades In Memes”.

26. ◦ Ask yourself whether memes are an appropriate vehicle for your audience.
◦ Research and choose your meme wisely.
◦ Plan ahead to ensure time.
◦ Ensure that the content fits your brand.
◦ Execute well.
◦ Get in touch.

27. ◦ Memes leads to discussion on seemingly boring information
◦ It attracts Younger generation to your social media
◦ It can make you feel happy and change your mood if you feel sad.
◦ Many people are making money from it so if you are creative enough to make memes then it is
a good career option.
◦ There is a option for social media marketing using memes because nowadays people are
focusing on digital skills.
◦ It attracts people.

28. Reference
◦ https://en.m.wikipedia.org/wiki/Meme
◦ https://www.google.com/amp/s/www.firstpost.com/india/ad-parody-the-creative-mogul-
behind-smart-chakra-8150391.html/amp
◦ https://flamingtext.com/logo/Design-Meme
◦ https://www.google.com/amp/s/www.exchange4media.com/amp/marketing-news/more-than-
100-brands-participate-in-ad-parodys-latest-trend-smartchakra-99991.html
◦ https://medium.com/@youngunindia/7-brands-that-turned-the-tides-with-meme-marketing-
26056bf6569f
◦ https://influencermarketinghub.com/instagram-meme-accounts/amp/
◦ https://www.google.com/amp/s/blog.hootsuite.com/instagram-statistics/amp/