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. You will learn:
The distinction between the logic of "stickiness" and "spreadability"
How most companies miss the boat with "stickiness" content strategies
Why concepts like "viral," "meme," and "influencers" often misrepresent what's really happening when people circulate media content
What the elements are that make content more spreadable
How spreadable media changes the way marketers must think about their audiences
About the Panel:
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 is a research affiliate with Comparative Media Studies/Writing at MIT and a lecturer with the Popular Culture Studies Program at Western Kentucky University. He is also co-chair of the Membership Ethics Advisory Panel for the Word of Mouth Marketing Association. Sam works with a wide range of clients to develop strategies for how to build better relationships with their key audiences, including in social media, from major manufacturers and retailers to insurance companies and Big Four firms. This year, Sam has written for The Wall Street Journal, Harvard Business Review, Fast Company, PR News, and a range of other companies. He has been featured on NPR Marketplace and in a Tribeca award-winning film, Lil Bub and Friendz. Also, this year, Sam was a featured speaker at South by Southwest Interactive and has spoken/will speak in 2013 at events from the Annual Insurance Executive Conference and Planning-ness to the American Association of University Presses and the Society for Cinema and Media Studies.
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. His work has included advising early-stage startups on branding and customer acquisition strategies, as well as medium and large brands on content marketing and community building efforts. An award-winning social media strategist and widely read industry pundit, Falls has been noted as a top influencer in the social technology and marketing space by Forbes, Entrepreneur, Advertising Age and others. He is the co-author of two books: No Bullshit Social Media: The All-Business, No-Hype Guide To Social Media Marketing (Que 2011); and The Rebel’s Guide To Email Marketing (Que 2012).