Spreadable Media

Our book focused on the spreadability of media and how things go viral. The main focus of the book was "If it doesn't spread, it's dead." For our presentation, we wanted to prepare you by familiarizing you with some of the content that was in the book and also examples you can look up and research on to better understand the ideas the book gave.

Question #1: Why does media spread?

-Example: Susan Boyle
Susan Boyle was a huge example of how viral videos can create fame. Someone who was a nobody turned into a common household name overnight just because of a video that was shared by everyone. Why was this video so viral? What are other examples of viral videos and why did they become so popular?

Question #2: How can media engagement be valuable?
-Example: Comic Con
Comic Con is a convention that allows the customers to participate and build a relationship with those in charge of the event. The people who run it provide opportunities to communication with their customers and listen for ways to improve their event. How does engaging in a personal relationship lead to better attendance? What are other examples of companies who engage with their customers and how is this valuable to the overall success of the company?

Question #3: What constitutes meaningful participation?
-Example: Lays Chip Contest
Recently, Lays created a contest in which anyone can submit ideas for the newest chip flavor. People are allowed to be as creative as they want. While some people take the contest as a joke, others take it very seriously and come up with great ideas that could potentially win. Fans can participate and the company ends up with creative ideas, so both sides win. How is the participation of others helpful for the Lays company? What are other examples of companies who have allowed their consumers to participate and what makes the participation so meaningful?

Question #4: What is the most effective way to spread media?
There are many different ways of how to spread media and how to get people to share content. Find an example of where media was spread effectively and explain your reasoning as to why it was so successful.

Question #5: Is humor simply a matter of taste or is it a vehicle?
-Example: Old Spice Campaign
The "I'm on a Horse" advertising campaign became viral almost instantly and increased the sales of Old Spice by 30% in the months immediately following the release of the commercial. The company used this campaign to have the audience connect with their content. How was this campaign used as a vehicle and not just a matter of taste? What are other examples (successful or non-successful) of companies who have used humor?

Question #6: How is “timely controversy” a factor in spreading media?
-Example: John Tyner
In November 2010, John Tyner had an experience at a checkpoint in San Diego where he wasn't fully comfortable with the process of TSA, and stated that he would have them arrested if they touched him. He ended up filming the experience and posted it, which eventually became viral. Why was his experience with the new law spread so quickly? What are other examples of timely controversy that have become spread quickly?