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In a lively, amiably contentious, and occasionally absurdist Internet Week panel titled "The Science of Spread: What Are People Sharing, Why Are They Sharing It, And Where Does It Come From," experts in the field dispensed wisdom and opinions on how internet users interact with memes and viral content.
Moderated by The Next Web's Courtney Boyd Myers, panelists included Percolate CEO and Co-Founder Noah Brier, Know Your Meme Co-Creator Kenyatta Cheese, Trigger Media CEO Andy Russell and Cheezburger Network CRO TOdd Sawicki.
Much of the conversation centered around web communities where users generate much of the content for free. Why do they do this? Panelists offered a number of explanations including the hope of gaining personal acclaim, gaining followers on various social networks or the simple joy of being part of being part of a community larger than oneself, and making the content as a pure labor of love.
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In classroom session during Internet Week, Rocketboom Executive Producer Barry Pousam discussed four pillars of viral marketing; congruency, emotive strength, network involvement ratio and paired meme synergy.
Illustrating the importance of maintaining congruency (the right brand, the right audience, the right medium) when launching something a marketer hopes will become viral, Pousam used a reverse example. Citing the Chevy Tahoe disaster in which the brand asked people to create their own commercial with supplied assets, Pousam argued the brand missed the mark when it opened up the contest to anyone on the internet versus somehow limiting it the suburban soccer moms to which it was more appropriate. To Chevy's credit, the brand left the negative videos up for a while.
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This Internet Week coverage is brought to you by ShareThis. The best content is hand picked.
If you walk around the creative departments of most agencies or the offices of any start up, you'll quickly notice dressing up for work has become a thing of the past. There simply are no longer any Don Drapers classing up the place. Or very few. Perhaps for one day each year that changes thanks to the Webutante Ball.
The Webutante Ball is an event which occurs during Internet Week in New York and its the one time you'll see t-shirt and jeans guys sporting a tie. The women? Well the women always look good. It's the guys who've given up class for the jeans and t-shirt look.
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In an Internet Week Webby Session, Executive Director of The Webby Awards sat down with creatives Suzana Apelbaum from Anomoly, Colleen Decourcy from Socialistic and Keke Toleda Piza from LiveAD. The topic of discussion focused on "how innovators and creatives from around the world are shaping the future of advertising and marketing in the digital age."
Decoursy, who "put her fear in a bag" and started an agency is excited about content marketing and social media in general which she says is "moving at the speed of culture."
There was a notion among all panelists that marketing in general is quickly shifting from advertising to content-fueled story telling. Gone are the days of a campaign which had a short life span. Today, it's about creating an ongoing conversation that never truly stops. There is no end date to the "campaign."
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