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STOP
SAYING
VIRAL!
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 ...
BUT IS THIS A VIRAL? IT SURE GOT PASSED AROUND A LOT.
AND WHAT ABOUT THIS CHAIN LETTER?….
I THINK WE CAN ALL AGREE THAT THE DEFINITION OF VIRAL IS A LITTLE FUZZY.
AND IS USED T...
SO WHAT MAKES SOMETHING VIRAL?
NO DOUBT WE’VE ALL HEARD SOMEONE SAY AT SOME POINT OR ANOTHER:
“VIRAL MEDIA IS VIRAL BECAUS...
THE VIRAL
METAPHOR
IS FLAWED




                                                                //Douglas Rushkoff

A VIR...
HOW DID
THIS
HAPPEN?




                                                                @BUD_CADDELL

WE BEGAN APPLYING T...
@BUD_CADDELL

WHEN MARKETERS REALIZED WE WERE SPENDING MORE AND MORE TIME WITHIN
NETWORKED DIGITAL SYSTEMS, AND MORE EXAMP...
@bud_caddell


                                                                 @BUD_CADDELL

INNEVITABLY MARKETERS DECIDE...
@FARIS
SO WHAT IF WE USE THE WORD VIRAL - IT’S JUST SEMANTICS RIGHT? WRONG.
WORDS MATTER. ARTISTIC LICENSE SHOULD BE USED ...
THE CONCEPT OF VIRAL
MEDIA IS FLAWED FOR
MANY MORE REASONS
THE IDEA OF VIRAL MEDIA BREAKS DOWN BECAUSE IT IS AN OVERSIMPLIFICATION THAT
STRIPS ASIDE THE SOCIAL AND CULTURAL CONTEXTS...
“When we say something is viral
       we focus entirely on the content itself
       and not on the needs of the people
 ...
IN FACT, WHEN WE FOCUS EXCLUSIVELY ON THE CONTENT, WE END UP
WITH A VIRAL METRICS SYSTEM THAT DEFINES VIRAL SUCCESS BY A V...
BY HELGE TENNO
WE NEED TO STOP COUNTING EYEBALLS AND OPT FOR THE “SPREADABILITY”
MODEL THAT FACTORS IN OTHER CONSIDERATIONS LIKE WOM, BUZ...
BECAUSE IT IS ONLY WHEN CONSUMERS MAKE THE BRAND MESSAGE
THEIR OWN, BY TRANSFORMING IT AND REPURPOSING IT THAT IT TAKES ON...
ANOTHER REASON THE STICKYNESS MODEL DOESN’T WORK:
IT FOCUSES ON THE INDIVIDUAL RATHER THAN THE SOCIAL NETWORK AND
DOESN’T ...
THESE ARE JUST SOME OF MINE…
WE’RE MISSING THE POINT. AND THE   POINT IS PEOPLE.
“People don’t engage with each other
       to exchange viruses. People exchange
       viruses as an excuse to engage wit...
THESE EXCHANGES HAVE A SOCIAL
FUNCTION, BOTH PHATIC AND
GENEROUS. PEOPLE DO NOT
SPREAD THINGS FOR THE SAKE OF
SPREADING TH...
Coca cola college




COCA COLA INVITED COLLEGE STUDENTS TO EXPERIENCE THE HAPPINESS FACTORY VIA
"THE HAPPINESS MACHINE". ...
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 SQ...
@POLLEMAAGT

THE SUZUKI CAR BRAND TRYING TO MAKE RECESSION A LITTLE EASIER ON THEIR
DRIVERS TOOK OVER A PETROL STATION AND...
@ANADK



SO HOW DO YOU MEASURE VIRAL?
WE NEED TO FORGET ABOUT TRYING TO MAKE THINGS VIRAL AND BEGIN TO UNDERSTAND
WHAT PEOPLE WOULD LIKE TO SPREAD AND WHY.
WELL WE HAVE ALREADY SPOKEN ABOUT THE GIFT ECONOMY…
AND ALTHOUGH THERE DEFINITELY IS AN ALTRUISTIC ASPECT IN PASSING ON
AN...
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 ...
WHERE
DO WE GO
FROM HERE?
HOW DO YOU DESIGN
EXPERIENCES THAT
SPREAD?
http://www.flickr.com/photos/22091386@N03/4177218994/




WELL FIRST YOU’VE GOT TO UNDERSTAND THAT PEOPLE’S LIVES DON’T
RE...
“PEOPLE READ
WHAT INTERESTS THEM
AND SOMETIMES IT'S YOUR AD.”
                    BILL BERNBACH



IN A DIGITAL WORLD, PEO...
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
...
2
SPREADABLE MEDIA IS CREATED WITH AN UNDERSTANDING OF THE
COMMUNITIES OF THE PEOPLE TO BE COURTED. IT IS CREATED SO THAT
...
BY HELGE TENNO
WHAT COMMUNITY
WILL SPREAD
THIS EXPERIENCE?
           http://www.wereallfans.com/
THIS IMAGE, POSTED TO BUZZFEED, WAS THE 7TH "MOST VIRAL" POST OF THE
WEEK, AND 4TH "MOST SHARED”.
                        ...
WHY DID THIS PARTICULAR IMAGE SPREAD SO MUCH FURTHER AND FASTER
THAN THE AVERAGE IMAGE POSTED TO THE WEB?
LUCK HAD SOMETHING TO DO WITH IT, AS DID HUMOR, TIMELINESS AND AN
OPENNESS TO INFOGRAPHICS-BASED JOKES BUT MOST OF ALL IT ...
3
BELIEVE IT OR NOT PEOPLE WANT TO MAKE A DIFFERENCE AND HELP THOSE
LESS FORTUNATE THAN THEM – EQUALITY AND EQUAL OPPORTUNIT...
4
ENOUGH SAID ABOUT THIS– WE ALL HAVE COME TO ADMIRE THE SKILLS PUT
IN MOTION DURING THE OBAMA CAMPAIGN

                   ...
MAKE SURE EVERY EXPERIENCE YOU CREATE IS DESIGNED TO   SPREAD
THROUGH A DIGITAL SOCIAL NETWORK
@NOUVE INTERPLAY
Linkage economy the matthew effect




                             @NOUVE INTERPLAY
BECAUSE THE WAY PEOPLE SPREAD AND   SHARE INFORMATION
IS BY EXCHANGING LINKS
                                             ...
@NOUVE INTERPLAY
5
       CATER FOR
       THE REMIX
       CULTURE




                                              http://www.flickr.com...
http://thru-you.com/
REMIX IS USED TO MAKE MEANING SO IF YOU LET PEOPLE MESS WITH YOUR
CONTENT, IT GETS MORE SPREADABLE BECAUSE SUDDENLY CONSUM...
6
       WHAT DO PEOPLE
       REALLY SPREAD?




                                              http://www.flickr.com/phot...
BABIES & KIDS ALWAYS WORK – BABIES GIGGLING ARE ONE OF
THE 10 MOST ADDICTIVE SOUNDS IN THE WORLD



                      ...
ANIMALS ARE A SURE HIT: THERE ARE AN OBSCENE NUMBER OF
LOLCATS OUT THERE – THIS ONE RANKS #6 ON THIS YEARS MOST
VIRAL CHAR...
HUMOR– WE INTUITIVELY UNDERSTAND THAT SHARING
FUNNY ANECDOTES IS AN EASY WAY TO STRENGTHEN BONDS



                      ...
EXTREME SKILL IS BOUND TO CAPTURE ATTENTION

                                http://www.youtube.com/watch?v=GxNl 9WMyC70
SEX - ALTHOUGH SEX SELLS, SURPRISINGLY IT DOES NOT
FEATURE ON THE VIRAL CHARTS TOP 20

                                  h...
DESTRUCTION – WE’VE ALWAYS LIKED TAKING THINGS APART TO
SEE WHAT WOULD HAPPEN


                                   http://...
MAGIC– IT’S ALWAYS AN ENCHANTING EXPERIENCE THAT GETS YOU
WONDERING AND LEAVES YOU FEELING…WELL BEWITCHED

               ...
UNIVERSAL CONCERNS – WILL ALWAYS FIND A CROWD TO
MOVE, MOBILIZE AND RESONATE WITH


                                   htt...
http://www.flickr.com/photos/limpopostudio/3186806743/



BUT THE TRUTH IS THERE IS NO MAGIC FORMULA TO CREATING
MEDIA THA...
THE HUMAN BRAIN RESPONDS TO EMOTIONS GENERATED BY
SPECIFIC CUES: PARODY, HUMOR, ABSURDITY, SHOCK, INTRIGUE
AND SURPRISE AR...
CONTENT SHOULD NOT BE PERFECT, AMBIGUITY IS GOOD
AND PREFERABLY THERE SHOULD BE ROOM LEFT FOR DOUBT &
SPECULATION: “IS THI...
WHY IS
SO IMPORTANT?




EVERY CLICK YOU MAKE ON THE INTERNET IS A VOTE FOR A BRAND.
BRANDS HAVE TO EARN THEIR PLACE ON TH...
AMBIGUITY AND SPECULATION         LEAD TO ENGAGEMENT:
WOM, CHATTER BUZZ AND SPREAD…A STRENGTHENED BOND WITH YOUR
AUDIENCE ...
SO ENGAGE YOUR AUDIENCE, GIVE THEM A ROLE TO PLAY



                                                http://oneframeoffame...
MAKE THEM PART OF THE EXPERIENCE...ONLY THEN WILL THEY SPREAD
YOUR EXPERIENCE.… AND PLEASE, STOP SAYING VIRAL!


         ...
CREDITS:

THIS IS THE PLACE TO ACKNOWLEDGE THE MANY BRILLIANT MINDS I HAVE
RUTHLESSLY STOLEN FROM. THE PEOPLE WHOSE WRITIN...
@bud_caddell @BUD_CADDELL INNEVITABLY MARKETERS DECIDED
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@bud_caddell @BUD_CADDELL INNEVITABLY MARKETERS DECIDED Stop Saying Viral - A Case for Spreadable Media

43.711 Aufrufe

Veröffentlicht am

@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.

Veröffentlicht in: Business
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