11. !10
ALL OF THESE FACTORS CONTRIBUTE TO THE GROUNDSWELL OF “THE SHAKE”
THESE FACTORS CONSTITUTE MOTIFS WE SEE IN ALL PHENOMENA THAT CATCH ON IN CULTURE
THE IDEA THEMATIC ITERATION PUBLIC PROGRESS BARAPPROPRIATE “MESSENGER” FERTILE CONDITIONS
12. !10
ALL OF THESE FACTORS CONTRIBUTE TO THE GROUNDSWELL OF “THE SHAKE”
THESE FACTORS CONSTITUTE MOTIFS WE SEE IN ALL PHENOMENA THAT CATCH ON IN CULTURE
THEMATIC ITERATION PUBLIC PROGRESS BARAPPROPRIATE “MESSENGER” FERTILE CONDITIONS
CONTENT
THE IDEA
13. !10
ALL OF THESE FACTORS CONTRIBUTE TO THE GROUNDSWELL OF “THE SHAKE”
THESE FACTORS CONSTITUTE MOTIFS WE SEE IN ALL PHENOMENA THAT CATCH ON IN CULTURE
THEMATIC ITERATION PUBLIC PROGRESS BARFERTILE CONDITIONS
CONTENT
THE IDEA
CREDENCE
APPROPRIATE “MESSENGER”
14. !10
ALL OF THESE FACTORS CONTRIBUTE TO THE GROUNDSWELL OF “THE SHAKE”
THESE FACTORS CONSTITUTE MOTIFS WE SEE IN ALL PHENOMENA THAT CATCH ON IN CULTURE
PUBLIC PROGRESS BARFERTILE CONDITIONS
CONTENT
THE IDEA
CREDENCE
APPROPRIATE “MESSENGER”
CUSTOMIZATION
THEMATIC ITERATION
15. !10
ALL OF THESE FACTORS CONTRIBUTE TO THE GROUNDSWELL OF “THE SHAKE”
THESE FACTORS CONSTITUTE MOTIFS WE SEE IN ALL PHENOMENA THAT CATCH ON IN CULTURE
PUBLIC PROGRESS BAR
CONTENT
THE IDEA
CREDENCE
APPROPRIATE “MESSENGER”
CUSTOMIZATION
THEMATIC ITERATION
CO-INCENTIVES
FERTILE CONDITIONS
16. !10
ALL OF THESE FACTORS CONTRIBUTE TO THE GROUNDSWELL OF “THE SHAKE”
THESE FACTORS CONSTITUTE MOTIFS WE SEE IN ALL PHENOMENA THAT CATCH ON IN CULTURE
CONTENT
THE IDEA
CREDENCE
APPROPRIATE “MESSENGER”
CUSTOMIZATION
THEMATIC ITERATION
CO-INCENTIVES
FERTILE CONDITIONS
CONCURRENCE
PUBLIC PROGRESS BAR
17. THE CONTAGION COOKBOOK
WHEN WE PUT THESE MOTIFS TO WORK FOR OUR BRANDS, WE CALL IT
!11
CONTENT
THE IDEA
CREDENCE
APPROPRIATE “MESSENGER”
CUSTOMIZATION
THEMATIC ITERATION
CO-INCENTIVES
FERTILE CONDITIONS
CONCURRENCE
PUBLIC PROGRESS BAR
23. !17
CULTURAL AUTHORITY IS AWARDED CONDITIONALLY
CULTURAL LICENSE IS BEST AWARDED TO BRANDS BY TRUSTED SOURCES THE TARGET SEES AS:
1. Impartial: apparent absence of bias
!
2. Expert: acknowledged mastery of subject matter
!
3. Intimate: binding, persistent proximity to audience
26. !20
CREATE MANY FROM THE EFFORT OF CREATING ONE
AND THERE’S A LOT OF WAYS TO DO THIS
1. You create many: broad creative diversity made by the brand/agency
!
2. You commission many: invite partners to iterate upon your idea
!
3. You inspire many: relinquish for public participation
28. !22
CO-INCENTIVES:
Marketplace or other environmental realities,
which, when properly aligned, add fresh resources
to content propulsion and/or customization
29. !23
GRADUATING FROM MERE “PARTNERSHIP”
TO SETTING THE STAGE FOR “MULTI-PLAYER” DEALCRAFT
Production
Distribution
Wild card
32. !26
CREATE THE SENSE THAT “IT’S EVERYWHERE” & “EVERYONE’S TALKING ABOUT IT”
THOSE WHO KNOW WILL FEEL “IN THE KNOW” AND THOSE WHO DON’T WILL WANT TO
1. All ubiquity is feigned: there’s no such thing as “everybody”
!
2. The greeks knew best: create theater in the round
!
3. Concurrence is the principal: reach is the interest
38. WHICH RESULTED IN A NATION-WIDE TREND
WHERE “CLIFF PAUL” WAS TRENDING OVER “MERRY CHRISTMAS,” ON CHRISTMAS DAY!
!31
39. AFTER WHICH WE INVITED PEOPLE TO JOIN IN AS WELL
CREATING A BROAD BASE OF CREDENTIALED CREATIVE DIVERSITY THROUGH SOCIAL STORYTELLING
!32
40. !33
CUSTOMIZE
INVITED TO PARTICIPATE
CONTENT
AUDIENCE AT THE CENTER
CREDENCE
SOURCE THEY TRUST
CO-INCENTIVE
PERSONALLY INVESTED
CONCURRENCE
SOCIALLY INCLUDED
ALL OF WHICH IMPACTS CULTURAL CONTAGION
APPLYING HUMAN BEHAVIOR TO THE RECIPE OF THE COOKBOOK
41. !34
INVITED TO PARTICIPATEAUDIENCE AT THE CENTER
TRUE TO BRAND
SOURCE THEY TRUST PERSONALLY INVESTED SOCIALLY INCLUDED
CULTURALLY LICENSED ENABLES DIVERSITY PERCEIVED UBIQUITYSETS THE TABLE
CUSTOMIZATION CONCURRENCE
THE CONTAGION COOKBOOK:
CONTENT CREDENCE CO-INCENTIVES