Marketers and technologists continually search for the secret to engineering content that “goes viral,” circulating across the Internet, propelled by millions of viewers re-posting it, or passing it on via e-mail.
The November Social Media Club Louisville meeting will focus on the “antidote to viral,” which is spreadable – but controllable – content, said Jason Falls, SMC Louisville co-founder.
Sam Ford, director of digital strategy at PepperDigital, a Kentucky native and a research affiliate with Massachusetts Institute of Technology’s Convergence Culture Consortium, will be the guest speaker Thursday, Nov. 11.
Ford’s new book, a study of digital marketing and consumer behavior, is titled “Spreadable Media,” (see a related Fast Company article by Ford) which is a collaboration with fellow MIT researchers.
“Everybody says, ‘I want you to create a video that will go viral,” Fall said. “I say, ‘I can’t make it viral. The audience makes it viral.
(“Ford’s) book says, ‘Look viral, is something you can’t control.’ That’s something organic, and it has a life of its own.”
Ford’s “antidote” is “spreadable media” that’s more controllable, Falls said. “He brings a little more practical perspective to this notion of ‘viral,’ ” Falls aid.
Ford’s “Spreadable Media” looks at how businesses create content that drives revenue by circulating. It also investigates the return on investment through either compensation, or through promotional value as well as the obligation an audience has to a content provider, either implied or explicit, when sharing content.
Ford brings both a commercial marketing perspective and a research-driven, academic perspective as well, Falls said. “Few people understand the world of marketing and persuasion along with the world of human behavior better than he does. Plus, anytime we can bring a Kentucky native back to enrich our audience, it’s a bonus!”
The event includes free appetizers. The restaurant has a cash bar.
Attendees are asked to RSVP via the Social Media Club Louisville events page found at http://smclouisville.org.