How does content really spread?
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Sam Ford, MIT/WKU
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Circulation vs.
Distribution
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“Viral Marketing captures the essence of multi-level-marketing and applies it to all customers -- the "word-of-
mouth" spread of Hotmail is involuntary.”
Steve Jurvetson and Tim Draper, Netscape Newsletter (1997)
“Viral Marketing captures the essence of multi-level-marketing and applies it to all customers -- the "word-of-
mouth" spread of Hotmail is involuntary.”
Steve Jurvetson and Tim Draper, Netscape Newsletter (1997)
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Spreadable Media
Value is created through:
1. Available when and where audiences want it2. Portable3. Easily reusable in a variety of ways4. Relevant to multiple audiences5. Part of a steady stream of material
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People Spread Content To:
1.Define themselves.2.Increase their notoriety.3.Strengthen social ties.4.Build community.
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We don’t share clips just because of what we have to say about the ad or film, but also because of what the ad might have to say about us.
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