This document discusses strategies for creating content that spreads effectively on social media. It argues that wanting to go viral for its own sake is misguided, and that content should be designed for the long term by being high quality and shareable. The key is to listen and refine content based on how people respond in order to maximize the benefits of sharing for users and minimize risks of oversaturation or spam. The goal should be developing influential "clouds" by creating experiences that add value, not just increasing metrics like follower counts.

1. SHUT UP AND
LISTEN.
IN A WORLD OF INCESSANT TALKERY,
THE BUZZ CAN MASK THE REAL DEAL.

2. November 2, 2010 Presented by Espresso. All Content Private & Confidential 2

3. SO YOU WANNA
GO VIRAL.

4. SO YOU WANNA
INFLUENCE THE
INFLUENCERS.

5. SO YOU WANNA
GET A BAZILLION
FOLLOWERS.

6. WELL,
LISTEN UP.

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8. WANTING TO
GO VIRAL
IS EQUIVALENT TO
WANTING TO
TARGET EVERYONE.

9. YOU NEED
LESS INFLUENCE
BY KLOUT,
MORE INFLUENCE
BY CLOUD.

10. VOLUME
ISN’T AN
END GOAL.
WHAT YOU
DO WITH IT
IS.

11. SO.

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13. NO MATTER
WHO
YOU’RE
TALKING TO...

14. THE DEGREE TO WHICH PEOPLE SHARE
YOUR STUFF BOILS DOWN TO ONE
SIMPLE QUESTION:

15. THE DEGREE TO WHICH PEOPLE SHARE
YOUR STUFF BOILS DOWN TO ONE
SIMPLE QUESTION:
DOES THE BENEFIT
OF SHARING
OUTWEIGH
THE RISK?

16. WELL?

17. DOES IT?

18. SOCIAL MEDIA MARKETING
=
f(CONTENT, COMMUNITY)

19. THE BENEFITS
ENABLING
INDIVIDUAL DRIVES
+
ENABLING
SOCIAL CAPITAL

20. THE RISKS
ENABLING
THE RETWEET
+
ENABLING THE
AMATEUR MARKETER

21. THE QUALITY WENT FROM
HBO TO INFOMERCIAL.

22. THE MOTIVATIONS
ARE MIXED UP.

23. THE VALUE OF THE
IMPRESSION HAS
DECLINED.

24. THE RISKS ARE
EXCEEDING THE
BENEFITS.

25. BOTH SIDES ARE
RESPONSIBLE TO
FIX THIS DEAL.

26. SO.

27. INFLUENCE CAN
BE ENGINEERED.

28. THE PROBLEM WITH [THIS] IS
THE MORE YOU FALSELY RATE,
THE LESS VALUABLE THE
MARKETPLACE BECOMES.
- Duncan Watts, Principal Research Scientist, Yahoo Labs

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30. OKAY.

31. LISTEN.

32. IF YOU WANT
YOUR CONTENT
TO SPREAD TO
THE RIGHT PEOPLE…

33. AND YOU WANT
TO DRIVE
CLOUDS OF
INFLUENCE…

34. AND YOU WANT
THE BENEFIT
OF SHARING TO
OUTWEIGH THE RISK…

35. AND YOU DON’T
WANT TO DEVALUE
THE CHANNEL OVER
THE LONG TERM.

36. IT’S NOT
ABOUT ANY
OF THIS.

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40. IT’S
ABOUT
THIS:

41. 1
THINK
LONG
TERM.

42. 2
DEVELOP
QUALITY
CONTENT.

43. 3
DESIGN FOR
SHARE-ABILITY.

44. 4
INITIATE
EN MASSE.

45. 5
LISTEN AND REFINE.
LISTEN AND REFINE.
LISTEN AND REFINE.
LISTEN AND REFINE.
LISTEN AND REFINE.
LISTEN AND REFINE.

46. November 2, 2010 Presented by Espresso. All Content Private & Confidential 46

47. BUZZ.

48. Infiltrate Now!
www.brandinfiltration.com

49. Hi, we’re Espresso.
We’re an organization that firmly believes it’s time to stop wasting precious marketing
dollars creating ads that people ignore, and focus instead on creating fully integrated
experiences that infiltrate all channels to drive sales. We’re super-committed to
doing it in the most [cost-]effective way possible – while never losing sight of our
relentless pursuit of being Amazing at Life™.
STAY IN TOUCH,
WHY DON’T YOU?
TORONTO
Jacquelyn Cyr, CEO + Owner
416 620 6773
jacquelyn@brandinfiltration.com
BOSTON
Marta Kagan, Managing Director, US
617 477 5811
marta@brandinfiltration.com
THE STATS
Founded: 1996
Staff: 31
Key clients:
Callaway, Carlsberg, City of Toronto,
eBay, Koodo, Samsung, Pearson
brandinfiltration.com