growth hack your meme winter, 2015
TRANSCRIPT
Growth Hacking
Your Meme
Kürt Akadémia, Budapest
6th of November, 2015
Presentation by
Balazs Laszlo Karafiath, PhD
Cultural Alchemist
Culture2 Inc. San Francisco, CA
WHAT IS GROWTH HACKING?
FINDING YOUR NEXT BEST
TEMPORARY EVOLUTIONARY NICHE.
4
Ideas
Thoughts
Theories
Beliefs
Behaviors
Gossips ViewsTechnologies
Movements
Occupy
TeaParty
Climate 350
Ancient gods
Hermes
Zeus
Apollo
Icons HeroesSherlock Holmes
Pac-Man
Batman
Brands
splash
surfshape
MEMES CREATE CULTURAL WAVES
MEMES ARE PARTICLES OF CONSCIOUSNESS
THEY GENERATE THE FLOW OF THOUGHTS & IDEAS.
We are spreading memes.
We are cultural designers.
We all are.
One billion of us.
We create our world through
our thoughts.
We can change what is
possible.
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„Freedom
torches”
“The
Business
of Doubt”
MAKE AMERICA GREAT AGAIN
… and what’s the meme of your company?
“I am
important/connected.”
“I am not lost.”
(found?)• UBER
“I am at home”• AirBnB
SO WHAT IS THE MEME OF…
HOW TO GROW YOUR MEME
• Find your niche
• Find your meme & archetype:
your cultural resonance
• Grow your niche
ARCHETYPES: FOUNDATIONS OF MEMES
archetypes
memes
quotes
thoughts
DISCOVER YOUR ARCHETYPE
Margaret Hartwell: Archetzpes in Branding
• Archetypal
connection test
– Strength of your
connection to
the archetype
– Strength of
archetype in
your niche and
in social trends
SPEAK THROUGH THESE CHARACTERS
• The desire to belong is there
• You have to build up a culture they can believe in
• Something worth belonging to
• Your tribal culture will act like a magnet – both ways!
Build your culture, not just your company
BUILD YOUR
TRIBE
Patrick Hanlon: Primal Branding
• This is how we started
• This is who we are, why we are
here, how we are different
• This is how we identify ourselves
and each other
• Here is how we do things, this is
how we celebrate
• This is how we describe ourselves
and what we do
• This is what we are not and never
want to become
• This is our leader
BE ONE OF US NOT ONE OF THEM
1. ONCE UPON A TIME
2. EVERY DAY… EVERY DAY...
3. AND THEN ONE DAY...
4. BECAUSE OF THAT…
AND BECAUSE OF THAT...
5. AND EVER SINCE THEN…...
BUILD YOUR STORY
USE THESE MEMETIC HOOKS
LOOK FOR THE DIFFERENCE
• A good meme is one that spreads.
• A good meme is always about change.
• Change wants attention.
That was then and this is now.
• A good story is always about change
marketing is gardening
Memes spread
in networks
The Big Brain
full of mirror neurons
memes spread with imitation
humans think about other humans
95% of consumer behavior is imitation
• Build your tribe
• Build your meme & archetype
• Build your story
THREE EXERCISES
• Your Creation story
• Your Creed
• Your Icons
• Your Rituals
• The Pagans
• Your Sacred words
• Your Leader
BUILD YOUR TRIBE
BUILD YOUR MEME & ARCHETYPE
• Archetypal
connection test
– Strength of
connection to
the archetype
– Strength of
archetype in
your niche and
in social trends
1. ONCE UPON A TIME
2. EVERY DAY, EVERY DAY…
3. AND THEN ONE DAY…
4. BECAUSE OF THAT, AND BECAUSE OF THAT…
5. AND EVER SINCE THEN...
BUILD YOUR STORY