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ICM 501: Learning Module No. 4
What Makes Videos Viral:
Stickiness and Spreadbility
ICM 501: Learning Module No. 4
Last Week: Global Digital Village: Social Disruption and Change: Online Megaphones
ICM 501: Learning Module No. 4
This Week:The first TV-fueled fad
Exploring Virality
Terms to Understand
ICM 501: Learning Module No. 4
Disney's Davy Crockett
ICM 501: Learning Module No. 4
The Science of Virality
ICM 501: Learning Module No. 4
Popular concept: Quick Uptake
ICM 501: Learning Module No. 4
We hear something has gone viral daily.When is that achieved?
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 its not that you accrue, you know, 10,000 fans or 2 million views over the course of two years. Its that you do it more, like, over the course of two weeks or maybe two months.Interview with Bill Wasik, Wired
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
ICM 501: Learning Module No. 4
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/
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
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
ICM 501: Learning Module No. 4
A Master Virologist
ICM 501: Learning Module No. 4
Spreadable
ICM 501: Learning Module No. 4
Sticky Content
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.
ICM 501: Learning Module No. 4
ICM 501: Learning Module No. 4
A Master Virologist
ICM 501: Learning Module No. 4
MemesNetwork EffectLong Tail
ICM 501: Learning Module No. 4
Memes
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
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
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.
ICM 501: Learning Module No. 4
Tropes
ICM 501: Learning Module No. 4
Tropes
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
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
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.
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
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.
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.