From Sticky To Spreadable: The Antidote to "Viral Marketing" and the Broadcast Mentality
Many thanks to CMS alum/C3 researcher Sam Ford for putting together the presentation below. It also features former CMS director Henry Jenkins and C3 researcher Joshua Green.
How do you understand and measure success in social media?
How do you create content that audiences not only pay attention to, but want to share with others?
Do you really want to make a video "go viral"?
How does the language you use to describe social media campaigns impact the end result?
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.
From the Christian Science Monitor's Centennial Conversation. The full playlist, including more clips of Ellen Hume, Mark Jurkowitz, Doug Smith, and Sree Sreenivasan is available here.
Posted by Andrew Whitacre at 2:02 PM in |Permalink
November 12, 2008
Jesper Juul and the Casual Revolution
Jesper Juul, a Gambit game researcher, spoke with University of Buffalo doctoral candidate Kevin Lim this week on the growth of "casual games," simpler video games that are often as satisfying as their complex, blockbuster counterparts.
Posted by Andrew Whitacre at 11:06 AM in |Permalink
October 20, 2008
Ellen Hume to speak on news literacy
For three days this week, Oct. 23-25, educators, journalists, researchers, and all those interested are invited to Philadelphia for "Rebooting the News: Reconsidering an Agenda for American Civic Education." The goal? To finds ways to bring young people back into a civic mindset--helping them learn how to navigate the news in ways that make them feel more connected to their world.
[. . .]
Ellen Hume from the Massachusetts Institute of Technology's Center for Future Civic Media, along with Renee Hobbs, a professor with the Media Education Lab, are among the participants. So far, attendees include journalism professors, students, researchers, and news professionals in radio, online, and print.
Henry Jenkins at the Aspen Institute, Forum on Communications and Society
CMS Co-Director Henry Jenkins last month joined the likes of Madeleine Albright, Craig Newmark, and Former U.S. Solicitor General Theodore Olson for a panel on how public policy and private initiatives can better meet the public's information needs.
Jenkins participated in a similar panel at Aspen last year on media and values and blogged about the experience:
As I found myself making small talk with everyone from the heads of major media companies to former members of the Bush administration, the one topic which seemed to have captured everyone's interest was Harry Potter. Almost everyone had stories to tell about the experience of reading the final book in the series. In Convergence Culture, I suggested that fan communities might offer us better chances to talk about shared values across the ideological divides that currently shape American politics because they offer us shared fantasies and common reference points. Well, this was a pretty dramatic illustration of that principle at work.
William Uricchio to present learned lessons from GAMBIT at GLS 4.0
William Uricchio, the co-director of Comparative Media Studies and a lead principal investigator for the Singapore-MIT GAMBIT Game Lab, will present a selection of lessons learned from the lab's first year in existence at the fourth Games, Learning and Society Conference July 10-11 in Madison, Wisconsin. From the conference's website:
Can we make a game that can be played equally by sighted and sightless players (AudiOdyssey)? How do we make a multiplayer game where the collective behavior of the players shapes the simulation (Backflow)? These are some of the research challenges presented by the Singapore-MIT GAMBIT Game Lab in their 5-year initiative to bridge the cultures of engineering and humanities. GAMBIT Game Lab incorporates academic researchers into the process of game development, and provides a space for researchers to work across and learn from both Eastern and Western cultures. In this fireside chat, William Uricchio, a lead principal investigator of GAMBIT Game Lab, will share the techniques and strategies that have been particularly effective... and those that were not. How does this project compare with other cross-disciplinary game development initiatives, like the Dutch GATE project? Where are they going from here?
William Uricchio to give keynote at European Network for Cinema and Media Studies conference
William Uricchio will speak about new directions in archiving-- social tagging, access, recycling
and the broader implications for the interaction between history and memory-- in his opening keynote for European Network for Cinema and Media Studies in Budapest, Hungary. Founded in February of 2006, NECS brings together scholars and researchers in the field of cinema, film and media studies with archivists and film and media professionals who share a common interest in academic film study and the preservation, distribution and programming of film and media art and the film heritage. Click here for more information.
