This is a presentation about viral media. It was prepared as a workshop and draws heavily on the writings of people like:FARIS YAKOB, BUD CADDELL, MIKE ARAUZ, HELGE TENNO, HENRY JENKINS & ANA DOMB, NOUVE INTERPLAY and others. It essentially makes a case for the adoption of the term "spreadable media" when referring to viral. To know why, you will have to read on.
What makes content go viral? The answer might surprise you. There are 7 things that make content go viral. Use just one and you'll find that you can start getting more traffic - the right traffic - to your website.
Want more content like this? I suggest you sign up to the email list and get a free ebook on how to get your first 5,000 subscribers.
Sign up here: http://socialtriggers.com
A new version of my transmedia deck I originally presented at the Miami Ad School | School of Pop Culture Engineering. A good amount of fresh material. Probably requires a good chunk of VO, but enjoy. Link coming soon.
How to Make Content Go Viral by Morgan Quinn - FinCon '14 Morgan Quinn
How do you make content go viral? Attention-grabbing headlines and SEO-friendly text are good places to start, but If content is truly going to go viral, you have to have a highly-engaged audience and you have to give them the content they want.
But what do readers want? The first question really should be, "What do I have to offer them?" And it all boils down to your brand purpose.
In this presentation, I provide a brand pillars exercise that will help you define your brand purpose and build your content strategy. I also provide an example of what the brand pillars might look like for Mint.com, where I served as the Managing Editor and Social Media Manager.
This is everything you need to develop a rock-solid content strategy that keeps your readers coming back for more.
Every day brands create content with the hopes that it will "go viral". The prospect of a massive amount of earned media (i.e. free impressions) is provocative, but how realistic is it? In order to create content that people will share we must understand certain undeniable truths that are grounded in who we are as humans and how we interact with each other.
This presentation will uncover why, how, and when people share using psychological, neurological, and biological truths. I will then apply these truths to a simple set of principles that will help improve the likelihood that the content you are creating is more sharable. It might not go viral, but more people will see it.
See video from Austin here: https://www.youtube.com/watch?v=twe5KL84BCY
The ubiquity of technology and its ability to accelerate the adoption of behaviors have created great opportunity for marketers to reach target consumers but simultaneously have made it more difficult to “break through.” This, of course, challenges the conventional approaches to marketing communications and puts more emphasis on leveraging social media as a means to engage target consumers and propagate messages, ideas, products and behaviors. Here at Doner, I have been tasked with the reshaping of how we see the world of social media and how we operate in it as practitioners. The following is a peek into that world.
How can you become more relevant to your audience? You can start by moving away from feature/function/data conversations and toward effective storytelling. We hear statistics. We FEEL stories. It's how we're hardwired as humans.
What makes content go viral? The answer might surprise you. There are 7 things that make content go viral. Use just one and you'll find that you can start getting more traffic - the right traffic - to your website.
Want more content like this? I suggest you sign up to the email list and get a free ebook on how to get your first 5,000 subscribers.
Sign up here: http://socialtriggers.com
A new version of my transmedia deck I originally presented at the Miami Ad School | School of Pop Culture Engineering. A good amount of fresh material. Probably requires a good chunk of VO, but enjoy. Link coming soon.
How to Make Content Go Viral by Morgan Quinn - FinCon '14 Morgan Quinn
How do you make content go viral? Attention-grabbing headlines and SEO-friendly text are good places to start, but If content is truly going to go viral, you have to have a highly-engaged audience and you have to give them the content they want.
But what do readers want? The first question really should be, "What do I have to offer them?" And it all boils down to your brand purpose.
In this presentation, I provide a brand pillars exercise that will help you define your brand purpose and build your content strategy. I also provide an example of what the brand pillars might look like for Mint.com, where I served as the Managing Editor and Social Media Manager.
This is everything you need to develop a rock-solid content strategy that keeps your readers coming back for more.
Every day brands create content with the hopes that it will "go viral". The prospect of a massive amount of earned media (i.e. free impressions) is provocative, but how realistic is it? In order to create content that people will share we must understand certain undeniable truths that are grounded in who we are as humans and how we interact with each other.
This presentation will uncover why, how, and when people share using psychological, neurological, and biological truths. I will then apply these truths to a simple set of principles that will help improve the likelihood that the content you are creating is more sharable. It might not go viral, but more people will see it.
See video from Austin here: https://www.youtube.com/watch?v=twe5KL84BCY
The ubiquity of technology and its ability to accelerate the adoption of behaviors have created great opportunity for marketers to reach target consumers but simultaneously have made it more difficult to “break through.” This, of course, challenges the conventional approaches to marketing communications and puts more emphasis on leveraging social media as a means to engage target consumers and propagate messages, ideas, products and behaviors. Here at Doner, I have been tasked with the reshaping of how we see the world of social media and how we operate in it as practitioners. The following is a peek into that world.
How can you become more relevant to your audience? You can start by moving away from feature/function/data conversations and toward effective storytelling. We hear statistics. We FEEL stories. It's how we're hardwired as humans.
Communicating with social media to make corruption obsoleteBob Pickard
"Communicating with social media to make corruption obsolete: applying the technology of transparent times to inspire informed citizens" is the theme of this presentation which was delivered at Hong Kong to the 2015 Symposium of the Independent Commission Against Corruption (ICAC).
Digital Storytelling for Asian MultinationalsBob Pickard
Bob Pickard, CEO of Burson-Marsteller Asia-Pacific, gave a presentation to students at Singapore Management University (SMU) on image, reputation and the power of digital storytelling.
How the art of PR is becoming a scienceBob Pickard
As PR professionals become increasingly persuasive storytellers, public relations is becoming a powerful blend of relationship artistry and evidence-based digital science.
Courage, Creativity, Collaboration: How to Succeed in the new PR and Media La...edward boches
Talk I gave to Council of PR Firms Boston event on October 3, 2013. Full text can be found on my blog.
Cover image downloaded from: http://www.hdwallpapersbank.com/red-bull-stratos-hd-wallpapers/
Image and reputation in the age of digital communicationBob Pickard
In this presentation to the "Who's afraid of social media?" conference in Athens, Greece, Bob Pickard, President and CEO of Burson-Marsteller in Asia-Pacific, discusses the crafting and co-creation of persuasive narratives, digital storytelling through the newsfeed with stakeholders, producing and packaging content for the new public mind, and how the art of PR is becoming more of a science.
How I got Jeff Bezos to sign my Kindle, and what it means for storytelling an...Hanson Hosein
Presented to the Seattle Interactive Conference 2013. Hanson Hosein is Director of the Communication Leadership graduate program at the University of Washington (www.cl.uw.edu). Public info session November 14 2013.
The marketing might of modern public relationsBob Pickard
Social media is revolutionizing the way the world communicates and it is powering the public relations industry’s global ascendancy. In Asia, PR has traditionally been a relatively minor and subordinate part of the marketing mix but now it increasingly occupies centre stage. Because public relations is at its essence a social networking business, it is well positioned to thrive in the digital domain, especially in a region where mobile communications are the new marketing battleground. Media relations and publicity will always be a key part of PR, but now creating content, building communities, understanding analytics and applying the psychology of persuasion are all part of the picture. PR will always be about the art of relationships, but increasingly it is a measurable communications science.
Presented at Accenture South Africa
CRM Executive Summit, 8 July 2009, Johannesburg
What does the emerging participatory culture - in which people produce, share and consume content - mean for a developing country like South Africa? I share my technology experiences from the education, e-government and developmental sectors and offer suggestions for engaging low-income markets through participatory media.
Communicating with social media to make corruption obsoleteBob Pickard
"Communicating with social media to make corruption obsolete: applying the technology of transparent times to inspire informed citizens" is the theme of this presentation which was delivered at Hong Kong to the 2015 Symposium of the Independent Commission Against Corruption (ICAC).
Digital Storytelling for Asian MultinationalsBob Pickard
Bob Pickard, CEO of Burson-Marsteller Asia-Pacific, gave a presentation to students at Singapore Management University (SMU) on image, reputation and the power of digital storytelling.
How the art of PR is becoming a scienceBob Pickard
As PR professionals become increasingly persuasive storytellers, public relations is becoming a powerful blend of relationship artistry and evidence-based digital science.
Courage, Creativity, Collaboration: How to Succeed in the new PR and Media La...edward boches
Talk I gave to Council of PR Firms Boston event on October 3, 2013. Full text can be found on my blog.
Cover image downloaded from: http://www.hdwallpapersbank.com/red-bull-stratos-hd-wallpapers/
Image and reputation in the age of digital communicationBob Pickard
In this presentation to the "Who's afraid of social media?" conference in Athens, Greece, Bob Pickard, President and CEO of Burson-Marsteller in Asia-Pacific, discusses the crafting and co-creation of persuasive narratives, digital storytelling through the newsfeed with stakeholders, producing and packaging content for the new public mind, and how the art of PR is becoming more of a science.
How I got Jeff Bezos to sign my Kindle, and what it means for storytelling an...Hanson Hosein
Presented to the Seattle Interactive Conference 2013. Hanson Hosein is Director of the Communication Leadership graduate program at the University of Washington (www.cl.uw.edu). Public info session November 14 2013.
The marketing might of modern public relationsBob Pickard
Social media is revolutionizing the way the world communicates and it is powering the public relations industry’s global ascendancy. In Asia, PR has traditionally been a relatively minor and subordinate part of the marketing mix but now it increasingly occupies centre stage. Because public relations is at its essence a social networking business, it is well positioned to thrive in the digital domain, especially in a region where mobile communications are the new marketing battleground. Media relations and publicity will always be a key part of PR, but now creating content, building communities, understanding analytics and applying the psychology of persuasion are all part of the picture. PR will always be about the art of relationships, but increasingly it is a measurable communications science.
Presented at Accenture South Africa
CRM Executive Summit, 8 July 2009, Johannesburg
What does the emerging participatory culture - in which people produce, share and consume content - mean for a developing country like South Africa? I share my technology experiences from the education, e-government and developmental sectors and offer suggestions for engaging low-income markets through participatory media.
Jenkins, Henry. (2008). Introducción: “Adoración en el altar de la convergencia”. En Convergence culture: la cultura de la convergencia de los medios de comunicación. Barcelona: Paidós, pp. 13-34.
Scolari, Carlos A. (2013). 1. ¿Qué son las narrativas transmedia? En Narrativas transmedia. Cuando todos los medios cuentan. Barcelona: Deusto, pp.21-38.
Scolari, Carlos A. (2014). Narrativas transmedia: nuevas formas de comunicar en la era digital Anuario AC/E de Cultura Digital 2014, pp. 71-81.
Think Big: A New Social Point Of View for Marketing.Andy Hunter
Presentation to the UT McCombs Business School-Marketing Fellows group.
(for more thinking see experiencefreak.com)
Think Big: A New Social Point of View, discusses the impact of technology on marketing and the need to change the management context, organizational structures and philosophy behind executing marketing campaigns.
Everything's increasing social.. and social media as a tactic is the wrong context. Storytelling campaigns that have inherently social elements and a social currency will be the future of brand marketing.
Inspiration and fodder for the presentation includes past thinking from thought leaders Henry Jenkins, Jane McGonigal, Mark Earls, Russell Davies and others.
Skillful Digital Activism: Cultivating Media Ecologies for Transformative Soc...Vicki Callahan
“Skillful Digital Activism: Designing Strategies for Transformative Social Change”
This presentation explores the conceptual frameworks and practical strategies employed in social change campaigns that have utilized digital media as a crucial component of their organizing tool kit. Moving beyond the hazards of superficial social media engagement, or the justly maligned “clicktivism,” to transformative and long term impact, I examine a range of case studies that have worked to develop a “horizontal,” rather than top down, rich media ecology, which networks diverse groups, fosters community, and promotes real change. Whether using virtual reality, interactive documentaries, or DIY tools, projects such as Half the Sky, Lunch Love Community, Food Inc, Triangle Fire Archive, Through the Lens Darkly/Digital Diaspora, VozMob, and #BlackLivesMatter are all pioneering digital tools and strategies in the struggle for social justice. While their philosophies and strategies might be different each campaign mark a shift from a broadcast to a participant focused model where advocacy and engagement are connected. This work was presented at Dublin City University on November 10, 2015 and also an earlier version of this was at the Performance, Protest, and Politics Conference at University College Cork in August 2015. These presentations with part of my Fulbright Research award for 2015-2016.
Helen DeMichiel and Patricia Zimmerman, “Documentary as Open Space,” in Brian Winston’s The Documentary Film Book (Palgrave McMillan, 2013)
Sasha Constanza-Chock, Out of the Shadows and Into the Streets: Transmedia Organizing and the Immigrant Rights Movement (MIT Press, 2014)
Henry Jenkins, Sam Ford, and Joshua Green, Spreadable Media: Creating Value and Meaning in Networked Culture (NYU Press, 2013)
Deborah Willis (ed.), Picturing Us: African American Identity in Photography (The New Press, 1996).
good and bad impact of Facebook. fccebook ia moat important communication in our life. but it had good and bad side. so we use cearfully use this communication. some people use it in bad side . obeasly i dont explain in hacking and harassment side becouse i dont know.
Porter's Generic Strategies with examplesdipalij07
This Presentation is containing brief description of generic strategies with examples of companies in detail....
Hope it will be helpful to everybody....
Enjoy...!! :)
Synopsis
Stolen Focus (2022) begins with author Johann Hari experiencing a common problem: his attention span is diminishing. He can’t seem to focus on much outside of Twitter and online news. Over three years, Hari tries to identify the root causes of this problem. He uncovers a collective attention crisis that’s affecting the entire globe. From social media to the culture of productivity, Hari identifies the culprits behind our stolen focus – and wonders if, and how, we can claim it back.
Who is it for?
• Anyone who feels like they just can’t concentrate the way they used to
• Multitaskers with brimming to-do lists who still feel like they get little done
• Anyone scrolling through social media while they’re reading this!
What’s in it for me?
The tale of how we lost the ability to focus – and how we can get it back.
We’ve all been there. You sit down, ready for work, and you get a text. As you're texting back, a news alert appears – so you shift over to read what’s happening. But as you’re halfway through reading the headline, you get another ping: someone’s liked the photo that you posted last night. And after checking who it was, you realize they’ve also posted new photos . . . is that a new partner?! As you start swiping through the images, a Slack notification chimes. Wait, what were you doing again? Oh, right: work.
If you’re wondering what’s happened to your capacity for concentration, you’re not alone. Collectively, our attention spans seem to be dwindling at an alarming rate. And every year, there are more and more distractions and interruptions added to the pile.
Sadly, that’s not a coincidence. From Silicon Valley to the structure of the contemporary workplace, forces beyond our control are constantly working to deplete our ability to focus deeply and resist distraction.
But how did we get here? And is there any way to escape this dizzying attention spiral? These are the questions we’ll be covering in the blinks to Johann Hari’s Stolen Focus. So, set your devices to airplane mode, and try to give your full attention to these five blinks as we uncover the story of a crisis that’s reached a global scale.
you’ll learn
• how social media is actually designed to sap your focus;
• what 1950s animal experiments have to do with Instagram’s “like” button; and
• why spending less time at work might actually boost your productivity.
It’s not just you – everyone is struggling to focus.
Building Influence for a Brand - Brand StationBrand Station
A different perspective on influence and brands, focusing on the human aspects of influential relationships.
Presentation given to Danone's international marketing team by Pierre-Jean Choquelle, Head of strategy @ Brand Station
First half of a session with all Hyper Island 2013 students in Stockholm and Karlskrona Sweden. Given during their second week of school - the foundation module.
USING SOCIAL MEDIA TO INFLUENCE POSITIVE BEHAVIOUR CHANGESocial Change UK
How can social media influence positive beahviour change? Can social media change the world? Kelly Evans gave this presentation at the East of England Social Marketing and behaviour Change conference in 2012 for the Chartered Institute of Marketing (CIM)
What might the future of social media look like?CharityComms
Tony Wright, head of creative strategy, Eight & Four
Marie Faulkner, senior social media manager, Marie Curie
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
How to (organically) build and move audiencesMehdi Reghai
The main objective of this lecture is to push the young audience to dive deep in how everyone can "build and move (organic) audiences" and why it's important for wannabe entrepreneurs, social activists and decision makers.
Similar to Stop Saying Viral - A Case for Spreadable Media (20)
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
2. HOW MANY TIMES HAS A CLIENT APPROACHED YOU AND SAID “WE’D LIKE YOU TO MAKE
US A VIRAL OR A CREATIVE TEAM “I HAVE A REALLY GREAT IDEA FOR A VIRAL”
WELL WHAT DO THEY MEAN BY THAT? WHAT IS A VIRAL? …
I THINK WE’D ALL AGREE THIS IS A VIRAL.
3. BUT IS THIS A VIRAL? IT SURE GOT PASSED AROUND A LOT.
4. AND WHAT ABOUT THIS CHAIN LETTER?….
I THINK WE CAN ALL AGREE THAT THE DEFINITION OF VIRAL IS A LITTLE FUZZY.
AND IS USED TO CHARACTERIZE A WIDE RANGE OF BEHAVIORS: SENDING LINKS BY
EMAIL, MASHUPS, CLIPS, MOVIES, COMMERCIALS ETC.
5. SO WHAT MAKES SOMETHING VIRAL?
NO DOUBT WE’VE ALL HEARD SOMEONE SAY AT SOME POINT OR ANOTHER:
“VIRAL MEDIA IS VIRAL BECAUSE IT SPREADS LIKE A VIRUS”.
WELL I’D LIKE TO QUESTION THAT PRESUMPTION
BY WILL LION ON FLICKR
6. THE VIRAL
METAPHOR
IS FLAWED
//Douglas Rushkoff
A VIRUS IS ESSENTIALLY A SET OF GENETIC INSTRUCTIONS WRAPPED IN A PROTEIN.
ONCE ATTACHED TO THE HOST CELL, THE VIRUS INJECTS ITS INSTRUCTION INTO THE
CELL, REPLICATES ITSELF, THEN DETACHES FROM THE HOST CELL IN ORDER TO FIND A
NEW CELL TO COMMANDEER.
THE ONLY PURPOSE OF A VIRUS IS TO PRODUCE MORE OF ITSELF.
7. HOW DID
THIS
HAPPEN?
@BUD_CADDELL
WE BEGAN APPLYING THE VIRAL TERM TO DIGITAL ENVIRONMENTS WITH THE INVENTION
OF THE COMPUTER VIRUS. THIS MADE SENSE AS THEIR PRIMARY FUNCTION WAS TO
REPRODUCE THEMSELVES; SEIZE THE NORMAL FUNCTIONS OF THE SYSTEM AND
INFECT EVERY HOST FILE ACCESSED
8. @BUD_CADDELL
WHEN MARKETERS REALIZED WE WERE SPENDING MORE AND MORE TIME WITHIN
NETWORKED DIGITAL SYSTEMS, AND MORE EXAMPLES OF HIGHLY SHARED CONTENT
APPEARED THEY STARTED PAYING ATTENTION TO WHAT WE WERE WATCHING NOT
BOTHERING TO WONDER WHY WE WERE SHARING AND SPREADING CLIPS OF SILLY MEN
DANCING RATHER THAN THEIR AWARD WINNING ADS
http://www.youtube.com/watch?v=7WmMcqp670s&feature=player_embedded
9. @bud_caddell
@BUD_CADDELL
INNEVITABLY MARKETERS DECIDED THERE MUST BE SOME TRUTH TO THE VIRAL
METAPHOR IF WE WERE CONTAMINATING OTHER PEOPLE LIKE AS IF IT WAS THE FLU.
TO THEM IT MUST HAVE SEEMED THAT IF NUMA NUMA COULD HAVE MILLIONS OF VIEWS,
ALMOST ANYTHING COULD.
REGARDLESS, THE VIRAL TERM WAS APPLIED TO THESE VIDEOS AND TOOK HOLD.
10. @FARIS
SO WHAT IF WE USE THE WORD VIRAL - IT’S JUST SEMANTICS RIGHT? WRONG.
WORDS MATTER. ARTISTIC LICENSE SHOULD BE USED TO ILLUMINATE,
NOT TO OBFUSCATE.
11. THE CONCEPT OF VIRAL
MEDIA IS FLAWED FOR
MANY MORE REASONS
12. THE IDEA OF VIRAL MEDIA BREAKS DOWN BECAUSE IT IS AN OVERSIMPLIFICATION THAT
STRIPS ASIDE THE SOCIAL AND CULTURAL CONTEXTS IN WHICH IDEAS CIRCULATE
AND THE CONSCIOUS HUMAN CHOICES WHICH DETERMINE WHICH IDEAS
ARE PASSED ALONG. @FARIS
13. “When we say something is viral
we focus entirely on the content itself
and not on the needs of the people
that we are asking to spread our ideas”
@Faris
VIRUSES DON’T SELF PROPAGATE AND WORDS DO MATTER.
VIRAL ASSUMES THE MECHANICS FOR DISTRIBUTION ARE BUILT RIGHT IN.
THEY ARE NOT.
14. IN FACT, WHEN WE FOCUS EXCLUSIVELY ON THE CONTENT, WE END UP
WITH A VIRAL METRICS SYSTEM THAT DEFINES VIRAL SUCCESS BY A VIRAL’S
“STICKYNESS” –HOW MANY VIEWS A VIRAL GOT AND HOW MANY PEOPLE
WATCHED
16. WE NEED TO STOP COUNTING EYEBALLS AND OPT FOR THE “SPREADABILITY”
MODEL THAT FACTORS IN OTHER CONSIDERATIONS LIKE WOM, BUZZ, AND THE
FACT THAT IDEAS GET TRANSFORMED, REPURPOSED, REMIXED OR
DISTORTED AS THEY PASS FROM HAND TO HAND.
http://www.youtube.com/watch?v=0DvhqPnJzns
17. BECAUSE IT IS ONLY WHEN CONSUMERS MAKE THE BRAND MESSAGE
THEIR OWN, BY TRANSFORMING IT AND REPURPOSING IT THAT IT TAKES ON
SOCIAL WORTH AND ENTERS POP CULTURE OR WHAT HENRY JENKINS
CALLS THE GIFT ECONOMY (MORE ABOUT THAT A LITTLE LATER)
18. ANOTHER REASON THE STICKYNESS MODEL DOESN’T WORK:
IT FOCUSES ON THE INDIVIDUAL RATHER THAN THE SOCIAL NETWORK AND
DOESN’T TAKE INTO ACCOUNT THE FACT CONSUMERS DO NOT LIVE ON ANY
PARTICULAR SITE BUT RATHER LIVE ON A VARIETY OF ONLINE PLATFORMS
– CONSTANTLY SWITCHING BETWEEN THEM.
21. “People don’t engage with each other
to exchange viruses. People exchange
viruses as an excuse to engage with
each other”
Douglas Rushkoff
WE CONVENIENTLY ASSUME THAT VIRALS ARE PUSHED WHEN IN FACT THEY ARE PULLED.
EXPERIENCES ARE SPREAD DELIBERATELY. BY PEOPLE.
22. THESE EXCHANGES HAVE A SOCIAL
FUNCTION, BOTH PHATIC AND
GENEROUS. PEOPLE DO NOT
SPREAD THINGS FOR THE SAKE OF
SPREADING THEM. THEY OPERATE
WITHIN A GIFT ECONOMY, WHERE
VALUE IS GENERATED IN
TRANSFERENCE, NOT PURCHASE.
@FARIS
http://www.flickr.com/photos/praisecheeses/3924338139/
23. Coca cola college
COCA COLA INVITED COLLEGE STUDENTS TO EXPERIENCE THE HAPPINESS FACTORY VIA
"THE HAPPINESS MACHINE". GO BUY A COKE AND YOU MIGHT END UP
WITH TEN, OR A PIZZA, OR A TWENTY FOOT SUB.
http://www.youtube.com/watch?v=_9iCbjXHVG8
24. A GROUP OF ART LOVERS TRYING TO PROMOTE ART & YOUNG ARTISTS SET OUT
ON A PROJECT TO CHANGE THE FACE OF NEW YORK’S TIMES SQUARE
AND PLASTER IT WITH ART
25. @POLLEMAAGT
THE SUZUKI CAR BRAND TRYING TO MAKE RECESSION A LITTLE EASIER ON THEIR
DRIVERS TOOK OVER A PETROL STATION AND SUBSIDIZED FUEL PRICES WITH A
30% DISCOUNT FOR A DAY
27. WE NEED TO FORGET ABOUT TRYING TO MAKE THINGS VIRAL AND BEGIN TO UNDERSTAND
WHAT PEOPLE WOULD LIKE TO SPREAD AND WHY.
28. WELL WE HAVE ALREADY SPOKEN ABOUT THE GIFT ECONOMY…
AND ALTHOUGH THERE DEFINITELY IS AN ALTRUISTIC ASPECT IN PASSING ON
AND SPREADING GIFTS, IT ALSO HAS EGOTISTIC AND SELFISH MOTIVES.
29. THE GIFTS I SHARE SAY SOMETHING ABOUT ME AND MY PERCEPTION OF THE
PERSON I AM PASSING THEM ON TO, AS MUCH AS THEY EXPRESS MY OWN
TASTE AND INTERESTS. THEY ARE A WAY FOR ME TO NOT ONLY CEMENT MY
BOND WITH OTHERS BUT DETERMINE WHETHER WE BELONG TO THE SAME
COMMUNITY..
33. “PEOPLE READ
WHAT INTERESTS THEM
AND SOMETIMES IT'S YOUR AD.”
BILL BERNBACH
IN A DIGITAL WORLD, PEOPLE
SPEND THEIR TIME EXPLORING THE THINGS
THEY ARE MOST PASSIONATE ABOUT
34. 1
TO EARN A PLACE ON THE CONSUMER’S RADAR AND IN THE CONSUMER’S LIFE,
YOUR BRAND HAS TO START CARING ABOUT SOMETHING MORE
IMPORTANT THAN ITS PRODUCT
35. 2
SPREADABLE MEDIA IS CREATED WITH AN UNDERSTANDING OF THE
COMMUNITIES OF THE PEOPLE TO BE COURTED. IT IS CREATED SO THAT
MEMBERS OF THOSE COMMUNITIES CAN FIND THE CONTENT EASILY AND
SHARE IT
38. THIS IMAGE, POSTED TO BUZZFEED, WAS THE 7TH "MOST VIRAL" POST OF THE
WEEK, AND 4TH "MOST SHARED”.
http://www.youtube.com/watch?v=WwoM5fLITfk
39. WHY DID THIS PARTICULAR IMAGE SPREAD SO MUCH FURTHER AND FASTER
THAN THE AVERAGE IMAGE POSTED TO THE WEB?
40. LUCK HAD SOMETHING TO DO WITH IT, AS DID HUMOR, TIMELINESS AND AN
OPENNESS TO INFOGRAPHICS-BASED JOKES BUT MOST OF ALL IT HAD TO DO
WITH THE FACT IT APPEALED TO MANY DIFFERENT SOCIAL GROUPS AND WAS
ABLE TO BRIDGE BARELY OVERLAPPING SOCIAL NETWORKS – THUS
ACHIEVING SOCIAL CURRENCY AND EXPONENTIAL REACH
42. BELIEVE IT OR NOT PEOPLE WANT TO MAKE A DIFFERENCE AND HELP THOSE
LESS FORTUNATE THAN THEM – EQUALITY AND EQUAL OPPORTUNITY ARE
STILL IDEAS THAT MOTIVATE
http://www.youtube.com/watch?v=rphhfy4qCfc
50. 5
CATER FOR
THE REMIX
CULTURE
http://www.flickr.com/photos/wild_images/1402152097/
…AND LIGHT LOTS OF FIRES …. HERD LIKE COPYING IS HOW THINGS
SPREAD…
52. REMIX IS USED TO MAKE MEANING SO IF YOU LET PEOPLE MESS WITH YOUR
CONTENT, IT GETS MORE SPREADABLE BECAUSE SUDDENLY CONSUMERS
HAVE A PERSONAL STAKE IN ITS PROPAGATION
http://www.youtube.com/watch?v=jjXyqcx-mYY
53. 6
WHAT DO PEOPLE
REALLY SPREAD?
http://www.flickr.com/photos/11186622@N00/143311736/
THIS IS THE MILLION DOLLAR QUESTION: IF I WANTED TO MAKE A
“SPREADABLE” CAMPAIGN – WHAT SHOULD BE IN IT? WHAT ARE THE
LEADING THEMES?
54. BABIES & KIDS ALWAYS WORK – BABIES GIGGLING ARE ONE OF
THE 10 MOST ADDICTIVE SOUNDS IN THE WORLD
http://www.youtube.com/watch?v=XQcVllWpwGs
55. ANIMALS ARE A SURE HIT: THERE ARE AN OBSCENE NUMBER OF
LOLCATS OUT THERE – THIS ONE RANKS #6 ON THIS YEARS MOST
VIRAL CHART
http://www.youtube.com/watch?v=0Bmhjf0rKe8
56. HUMOR– WE INTUITIVELY UNDERSTAND THAT SHARING
FUNNY ANECDOTES IS AN EASY WAY TO STRENGTHEN BONDS
http://www.youtube.com/watch?v=4-94JhLEiN0
57. EXTREME SKILL IS BOUND TO CAPTURE ATTENTION
http://www.youtube.com/watch?v=GxNl 9WMyC70
58. SEX - ALTHOUGH SEX SELLS, SURPRISINGLY IT DOES NOT
FEATURE ON THE VIRAL CHARTS TOP 20
http://www.youtube.com/watch?v=Rd27L4RDD94
59. DESTRUCTION – WE’VE ALWAYS LIKED TAKING THINGS APART TO
SEE WHAT WOULD HAPPEN
http://www.youtube.com/watch?v=l 69Vi5IDc0g
60. MAGIC– IT’S ALWAYS AN ENCHANTING EXPERIENCE THAT GETS YOU
WONDERING AND LEAVES YOU FEELING…WELL BEWITCHED
http://www.harrypottertweet.com/
SAMSUNG CAMERA TRICK:
http://www.youtube.com/watch?v=iX8iVo5vc8o&feature=player_embedded
61. UNIVERSAL CONCERNS – WILL ALWAYS FIND A CROWD TO
MOVE, MOBILIZE AND RESONATE WITH
http://www.youtube.com/watch?v=Ei 6JvK0W 60I
63. THE HUMAN BRAIN RESPONDS TO EMOTIONS GENERATED BY
SPECIFIC CUES: PARODY, HUMOR, ABSURDITY, SHOCK, INTRIGUE
AND SURPRISE ARE JUST SOME OF THEM
64. CONTENT SHOULD NOT BE PERFECT, AMBIGUITY IS GOOD
AND PREFERABLY THERE SHOULD BE ROOM LEFT FOR DOUBT &
SPECULATION: “IS THIS FOR REAL”?...”HOW DID THEY DO IT”
…BECAUSE IT LEADS TO CONVERSATIONS AND EARNED MEDIA
65. WHY IS
SO IMPORTANT?
EVERY CLICK YOU MAKE ON THE INTERNET IS A VOTE FOR A BRAND.
BRANDS HAVE TO EARN THEIR PLACE ON THE INTERNET.
BY HELGE TENNO, BUD CADDELL & MIKE ARAUZ
66. AMBIGUITY AND SPECULATION LEAD TO ENGAGEMENT:
WOM, CHATTER BUZZ AND SPREAD…A STRENGTHENED BOND WITH YOUR
AUDIENCE (WHICH WAS KIND OF THE POINT FROM THE START)
Ford Mondeo Desire: http://www.youtube.com/watch?v=va9luw8pjDY
http://www.youtube.com/watch?v=bVq0u1BTGgE
http://www.youtube.com/watch?v=_W -JRJsxvq0
67. SO ENGAGE YOUR AUDIENCE, GIVE THEM A ROLE TO PLAY
http://oneframeoffame.com/
68. MAKE THEM PART OF THE EXPERIENCE...ONLY THEN WILL THEY SPREAD
YOUR EXPERIENCE.… AND PLEASE, STOP SAYING VIRAL!
http://www.youtube.com/watch?v=F1uwexYeKAg&feature=player_embedded
69. CREDITS:
THIS IS THE PLACE TO ACKNOWLEDGE THE MANY BRILLIANT MINDS I HAVE
RUTHLESSLY STOLEN FROM. THE PEOPLE WHOSE WRITINGS I HAVE BEEN
READING RELIGIOUSLY OVER THE COUPLE OF MONTHS. FORWARD THINKERS
IN THE PLANNING INDUSTRY WHOSE GENEROSITY IN SHARING THEIR
THOUGHTS MAKES US ALL BETTER AT WHAT WE DO, PUSHING US TO THINK
HARDER AND REVISIT SO MANY NOTIONS WE TAKE FOR GRANTED:
FARIS YAKOB
BUD CADDELL
MIKE ARAUZ
HELGE TENNO
HENRY JENKINS
ANA DOMB
NOUVE INTERPLAY
POLLEMAAGT
I TRULY HOPE I HAVE NOT OFFENDED YOU,
(THIS WAS PREPARED AS A WORKSHOP)
BUT IF I DID, PLEASE DROP ME A LINE ON TWITTER @HASSONTWINS