1. Charles Nicolson

2. Be Spreadable
Tapers who attended Grateful Dead Concerts made up a mini culture
Fans collecting those tapes made a much bigger culture.
During this time people passed tapes to friends who made copies, who
shared to friends and so on.
All of this copying was openly sanctioned by the Grateful Dead.
• Only stipulation was these recordings are not to be sold commercially.

3. Music Industry
During this time many strict barriers placed on music sharing, many which
are still in place today.
No band freely shared like the Grateful Dead.

4. Sharing Used as Advertisements
Setting their music freely worked for them.
Each tape was an advertisement, attracting new people to concerts.
The more concerts the Grateful Dead played the more tapes were created.
The more tapes created, the more copies of those tapes were shared.
The more tapes, the more advertisements placed freely.
More advertisements reaches more customers, more people attended their
concerts.

5. Marketer Standpoint
As a marketer goal is to spread the word about your product, service, or
idea.
In the past friction in the market place was high, resulting in money spent on
PR firms, and expensive ad campaigns.
Today friction is less due to the internet and social media.
With a remarkable idea you will attract bloggers and social media users in
your marketplace who will spread your idea without the expensive PR firms
and ad campaigns.
Set your content free, and your fans and followers will spread your product,
service, or idea.

6. Go Viral!
“Making it easy for our audience to spread out content makes our product
KNOWN in the marketplace.”
Idea of an infectious disease. Going Viral.
If content reaches 10 people who share to 10 more you are said to have a
remarkable idea, (Epidemic).
Reaches 10 and 1 shares, (Pandemic).
Make your content as easy as possible to spread.
Putting registration barriers on your content, your idea,(disease) is sure to
die out.
Setting it free and enable it to be shared can make sure it goes Viral.

7. Mashable
Mashable is a blog read by over 2.4 million people.
Content has no barriers, like other mainstream outlets, (Wall Street Journal).
They removed all barriers to people reading, linking, and sharing.
Stay up to date with the many new social sharing tools.
By removing barriers it is easy to spread, and becomes available all over
social media platforms
• Resulting in over 15 million monthly page views.

8. Rock On
It pays to make it easy for your audience to spread your content for you.
Integrate social media throughout your marketing.
Make your landing page easy for fans to spread, share, and link to.

9. Questions?
Make it easy for your content to be spread.
Why do you think some companies are still against freely releasing their
content to their marketplace?
Are their certain types of businesses that may not benefit from freely
releasing their content to their customers?

10. Works Cited
“Marketing Lessons From the Grateful Dead” by David Meerman Scott &
Brian Halligan