Lecture on viral video, stickiness and spreadability. Terms to know, and video grabs of leading thinkers in the field of content distribution online. Goes with YouTube video lecture: http://www.slideshare.net/krochmal/eij2015

1. ICM 501: Learning Module No. 4
What Makes Videos Viral:
Stickiness and Spreadbility

2. ICM 501: Learning Module No. 4
Last Week: Global Digital Village: Social
Disruption and Change: Online Megaphones

3. ICM 501: Learning Module No. 4
This Week:
●The first TV-fueled fad
●Exploring Virality
●Terms to Understand

4. ICM 501: Learning Module No. 4
Disney's Davy Crockett

5. ICM 501: Learning Module No. 4
The Science of Virality

6. ICM 501: Learning Module No. 4
Popular concept: Quick Uptake

7. ICM 501: Learning Module No. 4
We hear something has “gone viral” daily.
When is that achieved?

8. ICM 501: Learning Module No. 4
“When I think about viral, I think about not
just the quantity of attention but the speed of
it. You know, the sense that — it’s not that
you accrue, you know, 10,000 fans or 2
million views over the course of two years.
It’s that you do it more, like, over the course
of two weeks or maybe two months.”
Interview with Bill Wasik, Wired

9. ICM 501: Learning Module No. 4
“Going viral happens through a series of volitional acts, each
carried out by someone who sees stuff they like and shares it
if, and only if, they believe it will entertain a specific person.
No would-be viral message goes anywhere if the audience
doesn't pitch in. And that affects the content. It's the reason
why so much viral content is comedic (we love to make our
friends laugh), why so much of it is short, why its premise
tends to get announced up front and why so much of it
revolves around animals or relationships or kids or the other
things we already blab about in conversation.”
Bill Wasik, Wired

10. ICM 501: Learning Module No. 4

11. ICM 501: Learning Module No. 4
The Math
Essentially, this formula says that the average distance between each person that
spreads a piece of content, from the creator to each person that clicks share.
So, a Yahoo story with a million views but isn't shared is not viral, while a Buzzfeed
story that may not have as many views, but is shared widely, is measurably viral.
https://scripted.com/content-marketing-2/viral-content-definition/

12. ICM 501: Learning Module No. 4
The chances of a piece of content going
viral in data set studied was about
1 in a million.
Sharad Goel, Prof.,Stanford

13. ICM 501: Learning Module No. 4
“Virality is not a common thing. Only a
small percentage of events are viral.”
Karine Nahon, Prof.,U of Washington
co-author of “Going Viral”

14. ICM 501: Learning Module No. 4
A Master Virologist

15. ICM 501: Learning Module No. 4
Spreadable

16. ICM 501: Learning Module No. 4
Sticky Content

17. ICM 501: Learning Module No. 4
Content published on a website, which entices a
user to return and spend longer periods of time.
Webmasters use this method to build up a
community of returning visitors to a website.

18. ICM 501: Learning Module No. 4

19. ICM 501: Learning Module No. 4
A Master Virologist

20. ICM 501: Learning Module No. 4
Memes
Network Effect
Long Tail

21. ICM 501: Learning Module No. 4
Memes

22. ICM 501: Learning Module No. 4
“I think that a new kind of replicator has recently
emerged on this very planet. It is staring us in the
face. It is still in its infancy, still drifting clumsily
about in its primeval soup, but already it is
achieving evolutionary change at a rate that
leaves the old gene panting far behind.”
– Richard Dawkins, The Selfish Gene (1976)
Via Smithsonian: http://www.smithsonianmag.com/arts-culture/what-defines-a-meme-1904778/?no-ist=&page=4

23. ICM 501: Learning Module No. 4
As the arc of information flow bends toward ever greater
connectivity, memes evolve faster and spread farther. Their
presence is felt if not seen in herd behavior, bank runs,
informational cascades and financial bubbles.
– James Gleick

24. ICM 501: Learning Module No. 4
Memes propagate themselves in the meme pool
by leaping from brain to brain via a process which,
in the broad sense, can be called imitation.
They compete with one another for limited
resources: brain time or bandwidth. They compete
most of all for attention.

25. ICM 501: Learning Module No. 4
Tropes

26. ICM 501: Learning Module No. 4
Tropes

27. ICM 501: Learning Module No. 4
Network Effect
“If there is one altar at which Silicon Valley worships, it is the shrine
of the holy network effect.
The list of anointed ones includes nearly every technology success
story of the past 15 years. Apple, Facebook, Microsoft, eBay, and
PayPal.”
Nir Eyal and Sangeet Paul Choudary

28. ICM 501: Learning Module No. 4
Network Effect
“Today however, customers use their Facebook, Twitter or Google
profiles to join a new service in seconds. A burgeoning network,
take Instagram or Pinterest, can leverage the single sign-on
enabled by the social graph to reach critical mass faster than ever
before.
Users not only port their personal information but bring their
connections as well. In the age of the social web, the convenience
of the social graph has largely toppled the lock-in that once kept
users bound to one network over another..”
“The Network Effect is Not Good Enough“
Nir Eyal and Sangeet Paul Choudary

29. ICM 501: Learning Module No. 4
Memes propagate themselves in the meme pool
by leaping from brain to brain via a process which,
in the broad sense, can be called imitation.
They compete with one another for limited
resources: brain time or bandwidth. They compete
most of all for attention.

30. ICM 501: Learning Module No. 4
Long Tail
Traditionally records, books, movies, and other items were
geared towards creating "hits."
The Internet allows people
to find less popular items
and subjects: “misses.”
Credit: Chris Anderson, Wired
http://google.about.com/od/googleforbusiness/f/longtailfaq.htm

31. ICM 501: Learning Module No. 4
Memes propagate themselves in the meme pool
by leaping from brain to brain via a process which,
in the broad sense, can be called imitation.
They compete with one another for limited
resources: brain time or bandwidth. They compete
most of all for attention.

32. ICM 501: Learning Module No. 4
Memes propagate themselves in the meme pool
by leaping from brain to brain via a process which,
in the broad sense, can be called imitation.
They compete with one another for limited
resources: brain time or bandwidth. They compete
most of all for attention.