Although news has been out for a while now, we'd like to remind everyone that on Friday 6 November (from noon to 1:00 pm), the Convergence Culture Consortium will co-host a webinar with Peppercom on the subject of spreadable media, featuring USC's Henry Jenkins, C3's Joshua Green, and Peppercom's Sam Ford (moderated by Peppercom's co-founder, Steve Cody). Registration is free!
Moving from "Sticky" to "Spreadable": The Antidote to "Viral Marketing" and the Broadcast Mentality
Based on years of researching how and why people spread news, popular culture, and marketing content online through the Convergence Culture Consortium for the past several years , our speakers are currently working on a book entitled Spreadable Media. This Webinar will look at what "spreadable media" means, why the concept of "stickiness" is inadequate for measuring success for brands and content producers online and ultimately why marketers and producers should spend more time creating "spreadable material" for audiences than trying to perfect "viral marketing." In this one-hour session, the speakers will share the ideas and strategy behind "spreadable media" and a variety of examples of best--and worst--practices online for both B2B and B2C campaigns.
This panel will address:
-- The concept of "stickiness" and why it cannot solely be used as a way to measure success online;
-- How and why viral marketing does not accurately describe how content spreads online;
-- Why a "broadcast mentality" does not work in a social media space;
-- The strategy companies should undertake when creating material for audiences to potentially spread online;
-- Companies that have learned difficult lessons and/or gotten the idea of "spreadable media" right;
-- Trends in popular culture/entertainment one which brands should keep a close eye;
-- How "spreadable media" might apply to B2B audiences.
