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Lecture 4

Week 4 notes- Virality .pdf

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Film and Media
FILM 260
Dale Kristensen

1. You didnʼt make the Harlem Shake go viral- corporations did. By: Kevin Ashton; Quartz. - Original version was posted on Youtube - Small spread/ a replication by skateboarders in Australia then US - Power outage at the Superbowl and brands felt the impact/ reaped the rewards of real- time engagement - Maker Studios (tries to make money off Youtube) replicated the video, and a music blogger, and the artist of the song and his record label began tweeting the skateboarders version - Major companies began to catch on to the harlem shake trend and using it as a marketing tool - This was strange in that the harlem shake was made by an amateur then replicated by professionals, not the other way around - “Google has amassed unprecedented power... It is massive, global and central” - Unlike other mediums (TV, radio, newspaper), Google has its own verification system which measures views - “We have a new real-time, global culture that is not only technological but also social” - “Memes become themes become meta-memes become norms. A few years ago, few people would have posted a video of themselves singing or dancing on YouTube. Today, for many, doing so is not only second nature—itʼs urgent. In our real-time culture, meme speed matters. Primacy is more important than privacy.” - Big corporations like Google = the ones making money, the real originators got diddly, or close to that 2. Gangnam Style Marketing. By: Lucy Tesseras; MarketingWeek - “Borrowing from video dance crazes is becoming popular in marketing but how do brands use them in a way that matches their strategies?” - Memes become global cultural phenomenas which are fast growing and shareable therefore corporations and brands see advantages in using these phenomenas (which have a pre-made audience) to market themselves - Memes = inherently social and with increasing numbers of social media and sharing platforms,sharing is becoming easier and faster - When brands jump on a meme bandwagon, they must ensure their video is still both authentic and timely - Such as the harlem shake videos (not being over staged/ over produced [Pepsiʼs mistake]) or the car ad which was filmed in one shot - Brands must also use these videos while they are still popular - Brands must also make sure that the meme fits with their brand - “YouTubeʼs Mathers believes in future the cycle time will get quicker and memes will become more unpredictable.” - “The way people consume content has changed dramatically over the past few years, creating a raft of opportunities to reach wider audiences. As brands continue to ramp up their use of online video, the use of memes will rise, but the brands that come out on top will be the ones that do so in an authentic and timely way.” 3. Why the #HarlemShake is Disruptive Innovation to Social Media Campaign Marketing - “Wikipedia defines a disruptive innovation as an innovation that helps create a new market and value network, and eventually goes on to disrupt an existing market and value network (over a few years or decades), displacing an earlier technology. The term is used in business and technology literature to describe innovations that improve a product or service in ways that the market does not expect” - Gangnam Style was made to become a hit and already had large corporations nad producers backing it, it was meant to be something shared - The harlem shake had no one backing it and ended up being a canvasl for people to express themselves by replicating it - “The appeal is what one can do in 30 seconds to tell their story.” - “Because social media is moving more from content creation by a major brand into content creation remixed by others, brands need to realize they need to cede the power of creation into the hands of the masses. “Gangnam Style” was all about active viewing and sharing of content. “Harlem Shake” disrupts that by moving into active recreation and participation in the production of new, distributed content. This is social media in its purest form.” - This meme changes the game even more in a world where social in two short months of 2013 has allowed for real time reactive content and global participation. No longer can brands, artists or organizations simply have “campaigns” where they try to get others to share their content. We have now entered a world where people must be inspired to remix content to put their own personal face on it. Brands must allow everyone to disrupt their content by allowing others to do as they wish with it 4. Viralʼs Secret Formula By: Jonah Berger; Media Canada - Virality = marketersʼ holy grail - Getting somthing to go viral is not just about luck, if you know the psychology behind why people share things you can increase your chances of going viral - “By understanding why people talk and share, we can craft contagious content. And use it to get our own products and ideas to catch on.” - STEPPS: Social Currency, Triggers, Emotion, Public, Practical Value, and Stories - Social currency: people talk about thing that make them look good -> elevates social status (i.e., tell someone to keep something a secret, the first thing they often do is tell someone; hidden bar) - Trigg
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