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Agency Republic Learning Lunch Aug 2010

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Lunchtime talk I gave on why we share things and how things spread virally on t'internet.

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Agency Republic Learning Lunch Aug 2010

  1. 1. Encouraging things to spread
  2. 2. We are living through the disorientation that comes from including 2 billion new participants in a media landscape previously operated by a small group of professionals.
  3. 3. Sharing Content The internet has always encouraged us to publish and share the good things. The way & speed by which this happens is changing
  4. 4. Understanding people and their motivations is the key to creating spreadable content. Make it easy for people to find your stuff and make it easy for them to share it. Talk about it. Pass it on. If the web is a mass of conversations, then you need to create stuff that is worth talking about. People don’t share things to make brands look cool. They share things to make themselves look cool.
  5. 5. Different forms of sharing
  6. 6. Different forms of sharing • Sharing Goods - the hardest, if you give physical goods you no longer have them, you're deprived of them.
  7. 7. Different forms of sharing • Sharing Goods - the hardest, if you give physical goods you no longer have them, you're deprived of them. • Sharing Services - like helping someone across the road - you don't lose out on physical stuff but it's an inconvenience.
  8. 8. Different forms of sharing • Sharing Goods - the hardest, if you give physical goods you no longer have them, you're deprived of them. • Sharing Services - like helping someone across the road - you don't lose out on physical stuff but it's an inconvenience. • Sharing Information - like giving someone directions - you don't lose stuff, it doesn't take much time, no inconvenience.
  9. 9. Different forms of sharing • Sharing Goods - the hardest, if you give physical goods you no longer have them, you're deprived of them. • Sharing Services - like helping someone across the road - you don't lose out on physical stuff but it's an inconvenience. • Sharing Information - like giving someone directions - you don't lose stuff, it doesn't take much time, no inconvenience. • We're taught that sharing is good. We get hits of pleasure when we share things with people. It's neurological and social. We like to share.
  10. 10. "We have a word for not sharing if there’s no cost to you: that word is ‘spiteful.'" The music industry is not battling against a generation of digital criminals, it's fighting a bunch of kids doing what their parents have been telling them since they were two - sharing nicely
  11. 11. The currency of online
  12. 12. Why else do we share?
  13. 13. Why else do we share? • To be the first
  14. 14. Why else do we share? • To be the first • To look good by association
  15. 15. Why else do we share? • To be the first • To look good by association • To help people solve problems
  16. 16. Why else do we share? • To be the first • To look good by association • To help people solve problems • To help people find good things
  17. 17. Why else do we share? • To be the first • To look good by association • To help people solve problems • To help people find good things – filtering the infinite
  18. 18. Why else do we share? • To be the first • To look good by association • To help people solve problems • To help people find good things – filtering the infinite • To connect with others
  19. 19. www.youshouldhaveseenthis.com www.dipity.com/tatercakes/Internet_Memes/fs
  20. 20. Viral Triggers & Amplifiers
  21. 21.                                    Client:     Campaign:     VIRAL TRIGGERS  VIRAL POTENTIAL  COMMENTS    An aspect of the video likely to trigger sharing activity!        Low     Mild    High     Hit            with example  Funny...ROFL!  Humour is notoriously subjective: will your audience be    10  tickled by a banana slip or a nip slip? Satire or farce? Either way, a top‐notch  N/A  1    2    3    4      5    6    7      8    9    Durex:  'pay‐off' is a must‐have.  “Get It On”  Sexy...HOT! This one's a slippery pole, ranging from amateur booty‐   shaking through celebrity upskirts and full blown sex tapes. Approach with  N/A  1    2    3    4      5     6     7      8    9  10    caution: this is hot stuff and if you misjudge your target audience you'll get  Agent Provocateur:  your fingers burnt.  “Kylie”  Shocking...OMG! As a species we find disturbing content strangely    compelling. This includes physical shock (where we're 'frightened' by an  N/A  1    2    3    4      5     6     7      8    9  10    unexpected image) and moral shock (outrage at shocking/scandalous  Carlsberg:  behaviour or events).  “Carlsberg and Mentos”  Spectacular...AWESOME!  Has to be seen to be believed . Large    explosions, freaks of nature and brilliantly done‐visual effects such as stop‐ N/A  1    2    3    4      5     6     7      8    9  10    motion photography sequences.    Oren Lavie: “Her Morning  Elegance” music video  Random …WTF!?! Will often involve a verbal, visual, or conceptual non‐ 10  sequitur that is as funny/weird/surprising as it is bewildering. Why is that  N/A  1    2    3    4      5     6     7      8    9    Cadbury's:  gorilla playing the drums? I Like Turtles? You bet we do!  “Drumming Gorilla”    Original…wow! Something that’s not been seen before – a novel  N/A  1    2    3    4      5     6     7      8    9  10    concept or  execution that is guaranteed to astonish and surprise  Sony Bravia:  “Balls”    Moving...AWWWW! There's more to viral videos than T&A. Sneezing    pandas, laughing babies, or free hugs, these are the videos that melt our  N/A  1    2    3    4      5     6     7      8    9  10    hearts. The best ones give us goose bumps, uplift our souls, and renew our  Will.I.Am:  faith in humanity.  “Obama Song”    Illuminating...COOL!  This is one for geeks of all persuasions.    Guaranteed to make your synapses tingle or your money back. Whether it’s an    in‐depth exploration into web 2.0 culture, a demo of Google’s latest tech, or an  N/A  1    2    3    4      5     6     7      8    9  10    explanation of atomic physics , this is brain‐food of the highest quality      CERN: “Large Hadron  Collider”    Hyper‐Relevant…thought of U! clips that feel so NOW,    and so YOU, that you HAVE to share them with your friends – before they send  N/A  1    2    3    4      5     6     7      8    9  10    them to you! Could be a flash mob at your local station, the latest track by your  Film 4:  fave band, or the film you want to see tonight.  SlumDog Trailer      12
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
  23. 23. 10 million fans on Facebook
  24. 24. Hello ladies...
  25. 25. TV Ad on Superbowl Feb 2009 (most watched program in American television history with 106.5 million viewers) Introduced new character, Old Spice Man Played by Isaiah Mustafa, a former NFL wide receiver with a polished comedic sense of timing "The man your man could smell like" 17
  26. 26. 18
  27. 27. 19
  28. 28. "Today could be just like the other 364 days you log into Twitter, or maybe the Old Spice Man shows up @Old Spice" on Twitter & Facebook
  29. 29. How they got buzz started As people tweeted questions about manliness to the Old Spice Man, he began posting near-real-time video vignettes responding to the queries In a two-day blitz, the team produced more than 180 video "shout-outs“ Key to the effort was the response to Kevin Rose, the founder of social network Digg.com. Rose tweeted the Old Spice Man about his own illness that day. 21
  30. 30. 24
  31. 31. Hacking The Graph
  32. 32. Hacking The Graph
  33. 33. Input TV Commercial Old Spice Website YouTube Channel Promoted Tweet
  34. 34. Output Blog Postings Twitter Replies Video Comments Facebook Likes
  35. 35. In Two Days 15 Million + YouTube Views 1/2 Million + Facebook Fans 68,000 + Twitter Followers
  36. 36. “These tools don't get socially interesting until they get technologically boring. It isn't when the shiny new tools show up that they are used to start permeating society, it's when everyone is able to take them for granted...” Clay Shirky, TED
  37. 37. Sooooo, was it a great use of social media? 30
  38. 38. Sooooo, was it a great use of social media? 30
  39. 39. 31
  40. 40. Sometimes you just want a one night stand
  41. 41. More often than not.. ... a moment of distraction & entertainment can be enough
  42. 42. Coke Happiness 36
  43. 43. Key Concept Don’t forget the maniacs The web is ruled by maniacs like Perez Hilton, Britney adorers, Apple fan boys, blog commenters & animal lovers Content is more viral if it helps people fully express their personality disorders Couch potatoes don’t matter on the web, crazy people do
  44. 44. Other things to consider...
  45. 45. Give away stuff
  46. 46. Key Concept: The Bored At Work Network Millions of bored office workers blog, Tweet, Facebook, and IM all day The BWN is bigger than the BBC, CNN and any other media network
  47. 47. Chive
  48. 48. 10 tips for Virality
  49. 49. 10 tips for Virality • Be realistic, only a few ads make the big time
  50. 50. 10 tips for Virality • Be realistic, only a few ads make the big time • Creativity rules: a distinctive and engaging ad is a necessity
  51. 51. 10 tips for Virality • Be realistic, only a few ads make the big time • Creativity rules: a distinctive and engaging ad is a necessity • Don’t forget, an ad must leave some impression related to the brand in order to be effective
  52. 52. 10 tips for Virality • Be realistic, only a few ads make the big time • Creativity rules: a distinctive and engaging ad is a necessity • Don’t forget, an ad must leave some impression related to the brand in order to be effective • Consider using celebrities
  53. 53. 10 tips for Virality • Be realistic, only a few ads make the big time • Creativity rules: a distinctive and engaging ad is a necessity • Don’t forget, an ad must leave some impression related to the brand in order to be effective • Consider using celebrities • Consider an idea’s campaign potential; is it more than a one off?
  54. 54. 10 tips for Virality • Be realistic, only a few ads make the big time • Creativity rules: a distinctive and engaging ad is a necessity • Don’t forget, an ad must leave some impression related to the brand in order to be effective • Consider using celebrities • Consider an idea’s campaign potential; is it more than a one off? • Seed widely: The more broadly seeded a campaign is, the more people it will reach, irrespective of the pass-along rate.
  55. 55. 10 tips for Virality • Be realistic, only a few ads make the big time • Creativity rules: a distinctive and engaging ad is a necessity • Don’t forget, an ad must leave some impression related to the brand in order to be effective • Consider using celebrities • Consider an idea’s campaign potential; is it more than a one off? • Seed widely: The more broadly seeded a campaign is, the more people it will reach, irrespective of the pass-along rate. • Seed well: Different media placement strategies may well be required based on the nature of the target audience.
  56. 56. 10 tips for Virality • Be realistic, only a few ads make the big time • Creativity rules: a distinctive and engaging ad is a necessity • Don’t forget, an ad must leave some impression related to the brand in order to be effective • Consider using celebrities • Consider an idea’s campaign potential; is it more than a one off? • Seed widely: The more broadly seeded a campaign is, the more people it will reach, irrespective of the pass-along rate. • Seed well: Different media placement strategies may well be required based on the nature of the target audience. • Make the ad easy to find – use simple naming, and consider paid video search
  57. 57. 10 tips for Virality • Be realistic, only a few ads make the big time • Creativity rules: a distinctive and engaging ad is a necessity • Don’t forget, an ad must leave some impression related to the brand in order to be effective • Consider using celebrities • Consider an idea’s campaign potential; is it more than a one off? • Seed widely: The more broadly seeded a campaign is, the more people it will reach, irrespective of the pass-along rate. • Seed well: Different media placement strategies may well be required based on the nature of the target audience. • Make the ad easy to find – use simple naming, and consider paid video search • Integrate across media
  58. 58. 10 tips for Virality • Be realistic, only a few ads make the big time • Creativity rules: a distinctive and engaging ad is a necessity • Don’t forget, an ad must leave some impression related to the brand in order to be effective • Consider using celebrities • Consider an idea’s campaign potential; is it more than a one off? • Seed widely: The more broadly seeded a campaign is, the more people it will reach, irrespective of the pass-along rate. • Seed well: Different media placement strategies may well be required based on the nature of the target audience. • Make the ad easy to find – use simple naming, and consider paid video search • Integrate across media • Cross your fingers!
  59. 59. thank you

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