Presentation at the Conference of the European Institute of Commercial Communications Education (edcom) in Barcelona, May 2014.

1. The “Filter Bubble” and its effect
on the public sphere

2. 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:

3. Methodology

4. Screenshot: amazon.com
Literature Review

5. “A squirrel dying in front of your
house may be more relevant to your
interests right now than people dying
in Africa.”
- Mark Zuckerberg

6. Our perception of reality online

7. Scott’s Search Daniel’s Search
Screenshot: TED Talk

8. Old Gatekeepers

9. New Gatekeepers

10. How do advertisers get here?

11. Case Studies

12. What can advertisers learn
from the two biggest content
websites on the net?

13. BuzzFeed

14. A listicle by me
A full page ad in Austria’s
biggest newspaper

15. What Buzzfeed teaches
us about bursting the Filter Bubble
Create easily digested content by
writing in lists and create visual content

16. Upworthy

17. Upworthy

18. Upworthy
2 Million views
17 Million

19. 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

20. What does the anatomy of a
compelling story look like?

21. Tell Stories

22. Setting
Decision
Challenge
Solution
Elements of a story

23. 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

24. Thanks!
E-Mail: pick@pickundbarth.at
!
Twitter: @yussipick
!
Book/Blog:www.echoprinzip.at