SOCIAL SHARING THAT MATTERS SMW CHICAGO 2013

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IS MERELY A WELCOME SIDE EFFECT OF CULTURAL CONTAGION?

WHAT IF I TOLD YOU “EARNED MEDIA”

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IT IS.

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HERE ARE OUR PRINCIPLES.

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HERE ARE OUR PRINCIPLES.BUT FIRST...AN EXAMPLE

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THAT DIDN’T “JUST” HAPPENTHERE WERE MANY FACTORS AT PLAY

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EXPOSED POPULATION

THE VIRAL ACCELERATION OF “THE HARLEM SHAKE”

JAN. 30TH FEB. 2ND FEB. 3RD FEB. 7 TH FEB. 8 TH FEB. 10TH FEB. 13TH

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ALL OF THESE FACTORS CONTRIBUTE TO THE GROUNDSWELL OF “THE SHAKE”THESE FACTORS CONSTITUTE MOTIFS WE SEE IN ALL PHENOMENA THAT CATCH ON IN CULTURE

THE IDEA THEMATIC ITERATION PUBLIC PROGRESS BARAPPROPRIATE “MESSENGER” FERTILE CONDITIONS

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ALL OF THESE FACTORS CONTRIBUTE TO THE GROUNDSWELL OF “THE SHAKE”THESE FACTORS CONSTITUTE MOTIFS WE SEE IN ALL PHENOMENA THAT CATCH ON IN CULTURE

THEMATIC ITERATION PUBLIC PROGRESS BARAPPROPRIATE “MESSENGER” FERTILE CONDITIONS

CONTENT

THE IDEA

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ALL OF THESE FACTORS CONTRIBUTE TO THE GROUNDSWELL OF “THE SHAKE”THESE FACTORS CONSTITUTE MOTIFS WE SEE IN ALL PHENOMENA THAT CATCH ON IN CULTURE

THEMATIC ITERATION PUBLIC PROGRESS BARFERTILE CONDITIONS

CONTENT

THE IDEA

CREDENCE

APPROPRIATE “MESSENGER”

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ALL OF THESE FACTORS CONTRIBUTE TO THE GROUNDSWELL OF “THE SHAKE”THESE FACTORS CONSTITUTE MOTIFS WE SEE IN ALL PHENOMENA THAT CATCH ON IN CULTURE

PUBLIC PROGRESS BARFERTILE CONDITIONS

CONTENT

THE IDEA

CREDENCE

APPROPRIATE “MESSENGER”

CUSTOMIZATION

THEMATIC ITERATION

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ALL OF THESE FACTORS CONTRIBUTE TO THE GROUNDSWELL OF “THE SHAKE”THESE FACTORS CONSTITUTE MOTIFS WE SEE IN ALL PHENOMENA THAT CATCH ON IN CULTURE

PUBLIC PROGRESS BAR

CONTENT

THE IDEA

CREDENCE

APPROPRIATE “MESSENGER”

CUSTOMIZATION

THEMATIC ITERATION

CO-INCENTIVES

FERTILE CONDITIONS

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ALL OF THESE FACTORS CONTRIBUTE TO THE GROUNDSWELL OF “THE SHAKE”THESE FACTORS CONSTITUTE MOTIFS WE SEE IN ALL PHENOMENA THAT CATCH ON IN CULTURE

CONTENT

THE IDEA

CREDENCE

APPROPRIATE “MESSENGER”

CUSTOMIZATION

THEMATIC ITERATION

CO-INCENTIVES

FERTILE CONDITIONS

CONCURRENCE

PUBLIC PROGRESS BAR

THE CONTAGION COOKBOOKWHEN WE PUT THESE MOTIFS TO WORK FOR OUR BRANDS, WE CALL IT

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CONTENT

THE IDEA

CREDENCE

APPROPRIATE “MESSENGER”

CUSTOMIZATION

THEMATIC ITERATION

CO-INCENTIVES

FERTILE CONDITIONS

CONCURRENCE

PUBLIC PROGRESS BAR

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LET’S UNPACK THAT.

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CONTENT: Objects which have communicative and cultural value, designed to inspire a user action

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THESE “OBJECTS” AMOUNT TO MORE THAN ART, COPY, AND CODEIN ANY CASE, WE LOOK TO BEHAVIORAL SCIENCE TO HELP US ENSURE SHAREWORTHY + SHARABLE:

CREATING CONTENT

CONTENT

BUD LIGHT: MARRIAGE EQUALITY

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AUDIENCE AT THE CENTER

TRUE TO BRAND

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CREDENCE: All aspects of influence or cultural authority with the potential of transference

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CULTURAL AUTHORITY IS AWARDED CONDITIONALLYCULTURAL LICENSE IS BEST AWARDED TO BRANDS BY TRUSTED SOURCES THE TARGET SEES AS:

1. Impartial: apparent absence of bias !

2. Expert: acknowledged mastery of subject matter !

3. Intimate: binding, persistent proximity to audience

ESTABLISHING CREDENCE

CREDENCE

BUDWEISER: MADE IN AMERICA

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SOURCE THEY TRUST

CULTURALLY LICENSED

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CUSTOMIZATION: The lateral expression of an idea; its ability to be expressed repeatedly, while retaining signature aspects of its origin

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CREATE MANY FROM THE EFFORT OF CREATING ONE AND THERE’S A LOT OF WAYS TO DO THIS

1. You create many: broad creative diversity made by the brand/agency !

2. You commission many: invite partners to iterate upon your idea !

3. You inspire many: relinquish for public participation

ENABLING CUSTOMIZATION

CUSTOMIZATION

INTEL: MUSEUM OF ME

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INVITED TO PARTICIPATE

ENABLES DIVERSITY

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CO-INCENTIVES: Marketplace or other environmental realities, which, when properly aligned, add fresh resources to content propulsion and/or customization

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GRADUATING FROM MERE “PARTNERSHIP”TO SETTING THE STAGE FOR “MULTI-PLAYER” DEALCRAFT

Production

Distribution

Wild card

EXPLOITING CO-INCENTIVES

CO-INCENTIVES

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PERSONALLY INVESTED

SETS THE TABLE

NETFLIX + DAVID FINCHER + BEAU WILLIMON: HOUSE OF CARDS

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CONCURRENCE: The apparent ubiquity of an idea, which primes a given audience into a state of cognitive ease and acceptance

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CREATE THE SENSE THAT “IT’S EVERYWHERE” & “EVERYONE’S TALKING ABOUT IT”THOSE WHO KNOW WILL FEEL “IN THE KNOW” AND THOSE WHO DON’T WILL WANT TO

1. All ubiquity is feigned: there’s no such thing as “everybody” !

2. The greeks knew best: create theater in the round !

3. Concurrence is the principal: reach is the interest

CASTING FOR CONCURRENCE

CONCURRENCE

APPLE: THE DOMINANCE OF THE WHITE EAR BUDS

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SOCIALLY INCLUDED

PERCEIVED UBIQUITY

CASTING FOR CONCURRENCE

CONCURRENCE

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SOCIALLY INCLUDED

PERCEIVED UBIQUITY

BEATS BY DRE: THE EMERGENCE OF THE OVER-EAR HEADPHONES

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THESE TENETS GUIDE OUR HANDACROSS OUR AGENCY ROSTER

STATE FARM’S CLIFF PAUL CAMPAIGN TELLS IT ALLYOU’VE HEARD THE STORY BEFORE, RIGHT?

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PRESEEDING AND ANNOUNCE CONTAINED A POTENT MIX OF CREDENCE, UNLOCKED THROUGH CO-INCENTIVE MAPPING

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WHICH RESULTED IN A NATION-WIDE TRENDWHERE “CLIFF PAUL” WAS TRENDING OVER “MERRY CHRISTMAS,” ON CHRISTMAS DAY!

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AFTER WHICH WE INVITED PEOPLE TO JOIN IN AS WELLCREATING A BROAD BASE OF CREDENTIALED CREATIVE DIVERSITY THROUGH SOCIAL STORYTELLING

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CUSTOMIZE INVITED TO PARTICIPATE

CONTENT AUDIENCE AT THE CENTER

CREDENCE SOURCE THEY TRUST

CO-INCENTIVE PERSONALLY INVESTED

CONCURRENCE SOCIALLY INCLUDED

ALL OF WHICH IMPACTS CULTURAL CONTAGIONAPPLYING HUMAN BEHAVIOR TO THE RECIPE OF THE COOKBOOK

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INVITED TO PARTICIPATEAUDIENCE AT THE CENTER

TRUE TO BRAND

SOURCE THEY TRUST PERSONALLY INVESTED SOCIALLY INCLUDED

CULTURALLY LICENSED ENABLES DIVERSITY PERCEIVED UBIQUITYSETS THE TABLE

CUSTOMIZATION CONCURRENCE

THE CONTAGION COOKBOOK:

CONTENT CREDENCE CO-INCENTIVES

A FEW THINGS TO CONSIDER...

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1. CONTENT IS ONLY 1/5 OF THE RECIPE

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2. ALWAYS BRING A +1

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3. NO ONE SHARES TOOTHPASTE STORIES

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4. QUESTIONS SPARK CONVERSATIONS MORE THAN ANSWERS DO

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5. IT’S A RECIPE, MAKE YOUR GUMBO AS SPICY AS YOU LIKE

THANK YOU!

Marcus Collins @MarcTotheC

Chaucer Barnes @ChocChauce