Today's marketers are facing a reset on their understanding of how web 1.0's "stickiness" has been supplanted by web 2.0's "spreadability." Great content is shared, and that has major implications for brands around the world. Audiences want to engage with brands, but it requires the fine art of "listening" and building the zeitgeist that surrounds the brand's eco-system, so that the brand becomes part of the story. When brand marketers get spreadable media right, they foster an emotional relationship with the brand that should be at the heart of all brand strategy. Listen to the archive for an in-depth look at how spreadable media is reshaping the contemporary understanding of content and messaging.

2. Spreadable Media: How to Make Word of
Mouth Work for You
#SMTLive

3. 216,110
157,345
Join the Conversation…
#SMTLive

4. #SMTLive
Our Speakers
Sam Ford is Director of Audience Engagement at Peppercomm and co-author of the 2013 book (with Henry
Jenkins and Joshua Green) of Spreadable Media: Creating Value and Meaning in a Networked Culture, from
NYU Press. @Sam_Ford
Jason Falls is a leading digital strategist, entrepreneur, author, speaker and thinker in the digital and social
media marketing industry. He leads digital strategy for CafePress, a publicly-traded internet retailer
consistently ranked as one of the top online shopping destinations. He also continues to serve as founder and
chief instigator at SocialMediaExplorer.com, an industry-leading blog and digital marketing agency.
@JasonFalls
Suzanne Fanning was an early believer in the power of WOM. By connecting with and empowering
consumers (even before all the cool kids were talking about WOM) she was able to unleash the
power of worldwide brand evangelism to drive unprecedented results for several global companies.
@SuzanneWOMMA
Emily Yellin is a journalist, author and consultant. Her most recent book, Your Call Is
(Not That) Important to Us -- Customer Service and What It Reveals About Our World and Our
Lives, was published by Simon & Schuster. @eyellin

5. Spreadable Media: How to Make Word of
Mouth Work for You
#SMTLive

6. WaysWe’ve Tried to Distance Ourselves from Relating
to the Public…
#SMTLive
The Logic of “Stickiness”
Mistaking “Culture” for Biology
The “Influencer”
The Safety of Numbers

7. Spreadable Media: How to Make Word of
Mouth Work for You
#SMTLive
Why is it important
to get people talking?
Nielson Wire 2012

9. 1. Make a statement

11. 2. Be Visual
Page views in social are 94%
higher when they contain an
image or a visual element.

13. 3. Be part of the conversations—
Yes, even the negative ones

14. Smart Car

15. Join us next week for…
#SMTLive
What's the Right Mobile Move?
Responsive Design, Apps, Tablets and More
Tim Hayden, Mobile/Lifestyle Visionary
Krissy Espindola, Director, Social Customer Support at T-Mobile
Jamie Turner, CEO and Founder of the 60 Second Marketer
Paul Dunay, Moderator