How to use memetics to track CX - a 20 min presentation

1. DARWIN’S MARKETING EVOLUTION
Memetics
a brand new method
to discover true CX

2. internet memes

3. WHAT IS MEMETICS?

4. 20th century: messages on posters

5. 21st century: messages INTO heads

6. two great discoveries of biology
Mendel: the mechanics of inheritance is
based on discrete entities (genes)
Darwin: species are
created from one to
another (evolution)
Darwin and Mendel together have
discovered a lot more, than just the
logic of biology

7. the Mendel theory: replicators
The logic of biology: Life is generated from things that can not
live on their own, but when creating certain groups, together they
generate living beings (genes)
My dog’s eyes are brown - so
does mine – it is caused by the
same gene
...and now when genes created certain living
beings with huge brain, within which billions of
thoughts exist, new replicators have emerged:
• money (a certain type – the capital)
• memes („genes” of the human thoughts)

8. structures of life
a strong logical isomorphism among the
different forms of life
Biology Psychology Economics
the replicator gene meme capital
the beings beings cogn. schemata enterprises
the products symptoms of life thoughts products
Because of the same logic of the structures,
knowledge acquired at one domain can be
transferred to other domains

9. fundamentals of memetics
meme = cognitive element that might be copied;
they generate thoughts
replication = multiplication; viral spreading
memes compete 
successful memes spread
(identifiable success criterias)

10. the memetic level
ThelevelofthoughtsMemeticlevel
10

11. not every thought is a meme
typically non-memes:
• basic emotions
• attitudes
• instincts
• self-defence mechanisms
• basic psychological functions
• economic environment
these determine
the „life conditions”
for the memes or
memplexes
These are the “environmental conditions”
that memetic marketing has to accomodate.

12. what is memetic research?
• We search meme beings
• What is alive + and what could be living?
• Memes are with us, if we search them or not,
and determine our life
• Memes spread, even if they are true or not
• The result is the real CX
Memetics shows how a brand and it’s market, or a
product and it’s customers do NOT fit

13. examples for memes and non-
memes
smart
drugs
‘getuppa’
müszi
connecting
people
war on
terror
a meme
not a meme
not a meme
a meme
a meme

14. the use of memetics in CX
• Find out what the real CX is
• Find out what customers are sharing about their CX
• Define what can you influence in CX (and what not)
• Identify what could cause positive sharing
Goal:
Customers talk about their positive CX
Method:
Create memes that will spread, memes
that will generate positive thoughts

15. the Twitter CX
2 memetic clusters, on top of everything:
1. Addictivity. About 20% of all memes were about the fact that
Twitter is addictive.
2. Facebook. Another 15% of the memes were comparing
Twitter to Facebook.
After separating these,
the dimensions of Twitter
were easily identifiable

16. memetic dimensions of Twitter
One and Other end Name of
dimension
Explain
power
Bad thing Good thing Judging 22,6%
Needless Useful Necessity 17,0%
Hatred Love Emotions 16,6%
Liar True Truthful 8,4%
On Facebook you lie to
those you know,
while on Twitter you tell the
truth to unknown

17. meaning of the dimensions
Name of
dimension
Meaning of the
memes on one end
Meaning of the
memes on other end
Judging Diverts from everyday
life
Perfect for info sharing
Necessity Filled with nonsense
stuff
Useful to manage
relationships
Emotions More and more
difficult
My home when I am
not at home
Truthful No „twitter-ethics” I can be true as true
can be
Twitter becoming
more Facebook-like
would be disastrous

18. Darwin’s major references

19. Darwin’s services
 Memetic brand experience
 Memetic product/service strategy
 Employee experience memetics
 Local CX, local embedding

20. The memes thank you for
your attention!
Zoltán BRANDT
managing partner
brandt@darwins.hu