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.
"Breaking Down Advertising's Walls": CMS researcher Sam Ford in Fast Company
Sam Ford is a CMS grad, a CMS researcher, and a director of the communications company Peppercom. He's also now a blogger at Fast Company.
In his first post, Ford writes about convergence culture's reasonable obsession: breaking down walls between media.
My movement from an academic working with industry to an academic within the industry was driven by my interest in how companies and their audiences converse; what better place to study that conversation than public relations? In my position today at Peppercom, I remain especially interested in why and how the industry and the academy should collaborate around media and the humanities. My posts here at Fast Company this week will focus on this theme: what can the industry learn from the academy, and vice versa?
She's introduced just around the 40-minute mark, and be sure to listen soon, as the Beeb only leaves World Service recordings posted free online for a week.
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.
Jenkins interviewed for PBS' Frontline on the future of News
CMS Director Henry Jenkins was interviewed recently for PBS' website companion to their 4-part Frontline series, News War, touching on topics covered by the New Media Literacies and Convergence Culture Consortium research initiatives.
We are living through a shift in the communications environment on a scale that has only occurred a few times in human history, comparable to the shift from [an oral tradition] to literacy, the emergence of print and the rise of modern mass media. Each of these moments fundamentally altered pretty much everything in the culture, touching every major institution, impacting all aspects of everyday life, and fundamentally reshaping our understanding of what it meant to be human.
CMS Director Henry Jenkins on participatory culture and participatory democracy
CMS Director Henry Jenkins is featured in this podcast at ThoughtCast, discussing "the path from 'participatory culture' to 'participatory democracy.'"
Henry Jenkins interviewed for documentary about the controversy surrounding violence in Video Game
As reported by Dean Takahashi in his blog for the San Jose Mercury Times, CMS director Henry Jenkins is one of a number of interviewees for Spencer Halpin's documentary Moral Kombat, a documentary about the controversy and dialogue surrounding the issue of video game violence. Halpin includes commentary from people involved with the issue from the gaming industry, academia, the legal profession, journalists, as well as government and the military.
The current edition of MIT's ZigZag podcast (Episode 12) features CMS Director (and Project NML Primary Investigator) Henry Jenkins and Project NML Research Assistant Neal Grigsby discussing the Project NML Exemplar Library, and the TATs Cru graffiti exemplar in particular.
Interview with Prof. Henry Jenkins on Serious Games, Videogame Violence & More
Professor Henry Jenkins speaks with GameDaily BIZ regarding his new book, Convergence Culture: Where Old and New Media Collide as well as his upcoming appearance at the Serious Game Summit in October, where he'll be presenting a keynote on the age of media convergence and collective intelligence.
Interview with Henry Jenkins and Ernest Adams at Future Play
Thunderbirdsix.org sits down with Henry Jenkins and Ernest Adams for an interview at Future Play (scroll down to episode nine). You can also download an MP3 of the interview.
From The Guardian: "The great art of the 21st century will not be on canvas but on computers. Jack Schofield talks to Henry Jenkins to find out why games are the new Goya." (read the article)
Sam Ford is a CMS grad, a CMS researcher, and a director of the communications company Peppercom. He's also now a blogger at Fast Company.