Ben Huh The Power of Humor - SIC2012
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Ben Huh, CEO
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Conveying a sense of humor is crucial to a campaign’s success. To truly connect with the Millennial audience, a modern brand must incorporate humor into their marketing strategy using a format of humor they understand—memes. Join expert memeologist Ben Huh as he explains the humor behind memes, and why brands with personality drive deeper audience engagement.
Transcript of Ben Huh The Power of Humor - SIC2012
Ben Huh, CEO
This is Cheezburger
10.0
5.00
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Cheezburger: Experts in memes, since 2007
Google Search Results for “MEME”
Google Trends2007 2008
Searc
h V
olu
me I
nd
ex
2006 2010 20112009 2012
is born!
The POWER of HUMOR
Laughter strengthens the immune system by increasing infection-fighting antibodies
The science of humor
Laughter is part of a universal language of basic emotions that all humans share. “Laughing 100 times a day is the equivalent of 10 minutes of rowing
Laughter allows a person to “forget” about pains and aches.
"The Laughter-Immune Connection", American Association of Therapeutic Humor, Lee Berk, Dr.P.H., M.P.H. & Stanley Tan, M.D. Ph.D. (1996)
"Effects of Laughter and Relaxation on Discomfort Thresholds", Journal of Behavioral Medicine, Rosemary Cogan, (1987)
"Cross-cultural recognition of basic emotions through nonverbal emotional vocalizations", National Academy of Sciences, (2010)
"Advances in the Clinical Use of Humor", Handbook of Humor and Psychotherapy, William Fry & Waleed Salameh (1987)
The power of humor
The power of humor
The power of humor
The power of humor
The best ideas come as jokes. Make your thinking as funny as possible.”“ — David Ogilvy
Humor Encourages
Sharing!
Humor is part of every brand persona
Brand Persona
Pre
sen
ce o
f H
um
or
OFFLINE ONLINE
Developing
FUN CONTENT
Defines
PERSONA
Encourages
ENGAGEMENT
Personality drives brand loyalty
Achieving
BRAND LOYALTY
Personality drives purchasing
64%say they’re more likely to make a purchase from a brand that interacted with them on social mediaInboxQ, May 2011
32%have made a purchase after seeing an image on a social image-sharing siteBizrate Insights
Humor is part of every brand personality
CURATE what you find funny
Make Something FunnyREMIX
an existing memeCREATE
a new meme
How to be funny
or or
Cultural RELEVANCY
Be culturally relevant
0 100M 200M 300M 400M 500M 600M 700M 800M 900M
ShareImages
SocialNetworks
What are people doing online?
U.S. Monthly Time Spent
Nielson NetView June 2010
WHERE DO THEY GO?
WHAT DO THEY DO?
MemesWHAT KIND OF IMAGES?
On most heavily used Internet sectors (MILLIONS OF HOURS)
Social Networks/Blogs
Games
Portals
Videos
Search
Internet culture is mainstream culture
Traffic growth of TOP 7 Internet culture sites
Quantcast2011 2012
122M
201M
Sharing on Cheezburger
Quantcast2011 2012
Memes are social content
Daily A
vera
ge
40,000
35,000
30,000
25,000
20,000
15,000
10,000
5000
0
239%Increase in sharing!
of Millennials believe user-generated content has influence on what they buy. (Bazaarvoice)
Internet culture influences what we buy
84% 65% of users aged 18-24 considered information
shared on social networks when making a purchasing decision. (eMarketer)
The power of images
IMAGESare more likely to be promoted on Facebook than status updates or links.*edgerankchecker.com
Compared to text links, image posts from Cheezburger get
and almost
2X The Reach
20X The Virality
It’s Effortless & Fun
Why people share social content
TrendingMemes of 2012
so far
Trending memes of 2012 so far
Trending memes of 2012 so far
THE MEME: Ermahgerd
THE MEME: If You Know What I Mean
Trending memes of 2012 so far
THE MEME: Overly Attached Girlfriend
Trending memes of 2012 so far
THE MEME: Twilight Bashing
Trending memes of 2012 so far
Our PLATFORM Solution
Step 1
Determine your campaign’s meme framework
Step 3Harness a community to spread the meme
How we deliver: the process
Step 2
Develop effortless and fun meme tools
Your campaign, our platform
Internet Explorer
There are dozens of meme frameworks: Captions, stamps, triptychs, comparisons…
STEP 1: Determine your meme framework
Find the key component that will make the meme successful.
In this case, it’s LINE CHARTS
STEP 1: Determine your meme framework
STEP 2: Develop effortless and fun meme tools
Cheezburger creates a site that encourages the community to engage with the meme
STEP 3: Harness a community to spread the meme
