SlideShare ist ein Scribd-Unternehmen logo
1 von 20
Downloaden Sie, um offline zu lesen
DARWIN’S MARKETING EVOLUTION
Memetics
a brand new method
to discover true CX
internet memes
WHAT IS MEMETICS?
20th century: messages on posters
21st century: messages INTO heads
two great discoveries of biology
Mendel: the mechanics of inheritance is
based on discrete entities (genes)
Darwin: species are
created from one to
another (evolution)
Darwin and Mendel together have
discovered a lot more, than just the
logic of biology
the Mendel theory: replicators
The logic of biology: Life is generated from things that can not
live on their own, but when creating certain groups, together they
generate living beings (genes)
My dog’s eyes are brown - so
does mine – it is caused by the
same gene
...and now when genes created certain living
beings with huge brain, within which billions of
thoughts exist, new replicators have emerged:
• money (a certain type – the capital)
• memes („genes” of the human thoughts)
structures of life
a strong logical isomorphism among the
different forms of life
Biology Psychology Economics
the replicator gene meme capital
the beings beings cogn. schemata enterprises
the products symptoms of life thoughts products
Because of the same logic of the structures,
knowledge acquired at one domain can be
transferred to other domains
fundamentals of memetics
meme = cognitive element that might be copied;
they generate thoughts
replication = multiplication; viral spreading
memes compete 
successful memes spread
(identifiable success criterias)
the memetic level
ThelevelofthoughtsMemeticlevel
10
not every thought is a meme
typically non-memes:
• basic emotions
• attitudes
• instincts
• self-defence mechanisms
• basic psychological functions
• economic environment
these determine
the „life conditions”
for the memes or
memplexes
These are the “environmental conditions”
that memetic marketing has to accomodate.
what is memetic research?
• We search meme beings
• What is alive + and what could be living?
• Memes are with us, if we search them or not,
and determine our life
• Memes spread, even if they are true or not
• The result is the real CX
Memetics shows how a brand and it’s market, or a
product and it’s customers do NOT fit
examples for memes and non-
memes
smart
drugs
‘getuppa’
müszi
connecting
people
war on
terror
a meme
not a meme
not a meme
a meme
a meme
the use of memetics in CX
• Find out what the real CX is
• Find out what customers are sharing about their CX
• Define what can you influence in CX (and what not)
• Identify what could cause positive sharing
Goal:
Customers talk about their positive CX
Method:
Create memes that will spread, memes
that will generate positive thoughts
the Twitter CX
2 memetic clusters, on top of everything:
1. Addictivity. About 20% of all memes were about the fact that
Twitter is addictive.
2. Facebook. Another 15% of the memes were comparing
Twitter to Facebook.
After separating these,
the dimensions of Twitter
were easily identifiable
memetic dimensions of Twitter
One and Other end Name of
dimension
Explain
power
Bad thing Good thing Judging 22,6%
Needless Useful Necessity 17,0%
Hatred Love Emotions 16,6%
Liar True Truthful 8,4%
On Facebook you lie to
those you know,
while on Twitter you tell the
truth to unknown
meaning of the dimensions
Name of
dimension
Meaning of the
memes on one end
Meaning of the
memes on other end
Judging Diverts from everyday
life
Perfect for info sharing
Necessity Filled with nonsense
stuff
Useful to manage
relationships
Emotions More and more
difficult
My home when I am
not at home
Truthful No „twitter-ethics” I can be true as true
can be
Twitter becoming
more Facebook-like
would be disastrous
Darwin’s major references
Darwin’s services
 Memetic brand experience
 Memetic product/service strategy
 Employee experience memetics
 Local CX, local embedding
The memes thank you for
your attention!
Zoltán BRANDT
managing partner
brandt@darwins.hu

Weitere ähnliche Inhalte

Andere mochten auch

Andere mochten auch (11)

Si spersonalizzante
Si spersonalizzanteSi spersonalizzante
Si spersonalizzante
 
Emotional disturbance
Emotional disturbanceEmotional disturbance
Emotional disturbance
 
Speech recognizers & generators
Speech recognizers & generatorsSpeech recognizers & generators
Speech recognizers & generators
 
Question 1
Question 1Question 1
Question 1
 
N.C. National Guard 101
N.C. National Guard 101N.C. National Guard 101
N.C. National Guard 101
 
Пеллетные котлы Roteks
Пеллетные котлы RoteksПеллетные котлы Roteks
Пеллетные котлы Roteks
 
Get the PLM Training and Services from PTC Authorized Training center in ...
Get  the   PLM Training and  Services from PTC Authorized Training center in ...Get  the   PLM Training and  Services from PTC Authorized Training center in ...
Get the PLM Training and Services from PTC Authorized Training center in ...
 
Definitions of personnel management
Definitions of personnel managementDefinitions of personnel management
Definitions of personnel management
 
2.2 task format
2.2 task format2.2 task format
2.2 task format
 
MY NAME IS DUBIAN MARIN - UNAD
MY NAME IS DUBIAN MARIN - UNADMY NAME IS DUBIAN MARIN - UNAD
MY NAME IS DUBIAN MARIN - UNAD
 
A Journey to Self-Love
A Journey to Self-LoveA Journey to Self-Love
A Journey to Self-Love
 

Ähnlich wie Memetics - a brand new method to discover true CX

Memes and Brands
Memes and BrandsMemes and Brands
Memes and BrandsAxon Alex
 
Introducing Computational Creativity
Introducing Computational CreativityIntroducing Computational Creativity
Introducing Computational CreativityTony Veale
 
Planning for networks
Planning for networksPlanning for networks
Planning for networksGraeme Wood
 
The Relationship Economy (a lens)
The Relationship Economy (a lens)The Relationship Economy (a lens)
The Relationship Economy (a lens)Jerry Michalski
 
Organized chaos
Organized chaosOrganized chaos
Organized chaosTony Wood
 
Social media overview
Social media overview Social media overview
Social media overview GetEvangelized
 
Social Media Overview :TIE workshop
Social Media Overview :TIE workshopSocial Media Overview :TIE workshop
Social Media Overview :TIE workshopHareesh Tibrewala
 
Communication Strategies for Social Media
Communication Strategies for Social MediaCommunication Strategies for Social Media
Communication Strategies for Social MediaHareesh Tibrewala
 
Putting Community at the Core of Innovation in New Media
Putting Community at the Core of Innovation in New MediaPutting Community at the Core of Innovation in New Media
Putting Community at the Core of Innovation in New MediaEuropean Journalism Centre
 
Persuasive Essays Exles And Sles Essay Picture Persua
Persuasive Essays Exles And Sles Essay Picture PersuaPersuasive Essays Exles And Sles Essay Picture Persua
Persuasive Essays Exles And Sles Essay Picture PersuaJessica Myers
 
Midterm review
Midterm reviewMidterm review
Midterm reviewLindsayEms
 
Ems - Summer I ’11 - T101 Midterm Exam Review
Ems - Summer I ’11 - T101 Midterm Exam ReviewEms - Summer I ’11 - T101 Midterm Exam Review
Ems - Summer I ’11 - T101 Midterm Exam ReviewLindsayEms
 
Csikszentmihalyi and the Systems Perspective for the Study of Creativity
Csikszentmihalyi and the Systems Perspective for the Study of CreativityCsikszentmihalyi and the Systems Perspective for the Study of Creativity
Csikszentmihalyi and the Systems Perspective for the Study of CreativityGlenn Griffin
 
Making sense through the struggle of memes
Making sense through the struggle of memesMaking sense through the struggle of memes
Making sense through the struggle of memesKate Jones
 

Ähnlich wie Memetics - a brand new method to discover true CX (20)

Intro
IntroIntro
Intro
 
Memes and Brands
Memes and BrandsMemes and Brands
Memes and Brands
 
Introducing Computational Creativity
Introducing Computational CreativityIntroducing Computational Creativity
Introducing Computational Creativity
 
Planning for networks
Planning for networksPlanning for networks
Planning for networks
 
Growth Hack Your Meme
Growth Hack Your MemeGrowth Hack Your Meme
Growth Hack Your Meme
 
The Relationship Economy (a lens)
The Relationship Economy (a lens)The Relationship Economy (a lens)
The Relationship Economy (a lens)
 
10 Rules of Memetic Marketing
10 Rules of Memetic Marketing10 Rules of Memetic Marketing
10 Rules of Memetic Marketing
 
Organized chaos
Organized chaosOrganized chaos
Organized chaos
 
Social media overview
Social media overview Social media overview
Social media overview
 
Tie overview
Tie overviewTie overview
Tie overview
 
Social Media Overview :TIE workshop
Social Media Overview :TIE workshopSocial Media Overview :TIE workshop
Social Media Overview :TIE workshop
 
Communication Strategies for Social Media
Communication Strategies for Social MediaCommunication Strategies for Social Media
Communication Strategies for Social Media
 
Putting Community at the Core of Innovation in New Media
Putting Community at the Core of Innovation in New MediaPutting Community at the Core of Innovation in New Media
Putting Community at the Core of Innovation in New Media
 
Persuasive Essays Exles And Sles Essay Picture Persua
Persuasive Essays Exles And Sles Essay Picture PersuaPersuasive Essays Exles And Sles Essay Picture Persua
Persuasive Essays Exles And Sles Essay Picture Persua
 
Midterm review
Midterm reviewMidterm review
Midterm review
 
Ems - Summer I ’11 - T101 Midterm Exam Review
Ems - Summer I ’11 - T101 Midterm Exam ReviewEms - Summer I ’11 - T101 Midterm Exam Review
Ems - Summer I ’11 - T101 Midterm Exam Review
 
Csikszentmihalyi and the Systems Perspective for the Study of Creativity
Csikszentmihalyi and the Systems Perspective for the Study of CreativityCsikszentmihalyi and the Systems Perspective for the Study of Creativity
Csikszentmihalyi and the Systems Perspective for the Study of Creativity
 
Ben Huh The Power of Humor - SIC2012
Ben Huh The Power of Humor - SIC2012Ben Huh The Power of Humor - SIC2012
Ben Huh The Power of Humor - SIC2012
 
Memes
MemesMemes
Memes
 
Making sense through the struggle of memes
Making sense through the struggle of memesMaking sense through the struggle of memes
Making sense through the struggle of memes
 

Kürzlich hochgeladen

Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 

Kürzlich hochgeladen (20)

Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 

Memetics - a brand new method to discover true CX

  • 1. DARWIN’S MARKETING EVOLUTION Memetics a brand new method to discover true CX
  • 6. two great discoveries of biology Mendel: the mechanics of inheritance is based on discrete entities (genes) Darwin: species are created from one to another (evolution) Darwin and Mendel together have discovered a lot more, than just the logic of biology
  • 7. the Mendel theory: replicators The logic of biology: Life is generated from things that can not live on their own, but when creating certain groups, together they generate living beings (genes) My dog’s eyes are brown - so does mine – it is caused by the same gene ...and now when genes created certain living beings with huge brain, within which billions of thoughts exist, new replicators have emerged: • money (a certain type – the capital) • memes („genes” of the human thoughts)
  • 8. structures of life a strong logical isomorphism among the different forms of life Biology Psychology Economics the replicator gene meme capital the beings beings cogn. schemata enterprises the products symptoms of life thoughts products Because of the same logic of the structures, knowledge acquired at one domain can be transferred to other domains
  • 9. fundamentals of memetics meme = cognitive element that might be copied; they generate thoughts replication = multiplication; viral spreading memes compete  successful memes spread (identifiable success criterias)
  • 11. not every thought is a meme typically non-memes: • basic emotions • attitudes • instincts • self-defence mechanisms • basic psychological functions • economic environment these determine the „life conditions” for the memes or memplexes These are the “environmental conditions” that memetic marketing has to accomodate.
  • 12. what is memetic research? • We search meme beings • What is alive + and what could be living? • Memes are with us, if we search them or not, and determine our life • Memes spread, even if they are true or not • The result is the real CX Memetics shows how a brand and it’s market, or a product and it’s customers do NOT fit
  • 13. examples for memes and non- memes smart drugs ‘getuppa’ müszi connecting people war on terror a meme not a meme not a meme a meme a meme
  • 14. the use of memetics in CX • Find out what the real CX is • Find out what customers are sharing about their CX • Define what can you influence in CX (and what not) • Identify what could cause positive sharing Goal: Customers talk about their positive CX Method: Create memes that will spread, memes that will generate positive thoughts
  • 15. the Twitter CX 2 memetic clusters, on top of everything: 1. Addictivity. About 20% of all memes were about the fact that Twitter is addictive. 2. Facebook. Another 15% of the memes were comparing Twitter to Facebook. After separating these, the dimensions of Twitter were easily identifiable
  • 16. memetic dimensions of Twitter One and Other end Name of dimension Explain power Bad thing Good thing Judging 22,6% Needless Useful Necessity 17,0% Hatred Love Emotions 16,6% Liar True Truthful 8,4% On Facebook you lie to those you know, while on Twitter you tell the truth to unknown
  • 17. meaning of the dimensions Name of dimension Meaning of the memes on one end Meaning of the memes on other end Judging Diverts from everyday life Perfect for info sharing Necessity Filled with nonsense stuff Useful to manage relationships Emotions More and more difficult My home when I am not at home Truthful No „twitter-ethics” I can be true as true can be Twitter becoming more Facebook-like would be disastrous
  • 19. Darwin’s services  Memetic brand experience  Memetic product/service strategy  Employee experience memetics  Local CX, local embedding
  • 20. The memes thank you for your attention! Zoltán BRANDT managing partner brandt@darwins.hu