I have listed some of the key points the video covers that are of special interest to me (interspersed with some of my takes as well in italics and blue font):
- How ideas become viral/contagious, become a meme (a term coined by Richard Dawkins in his The Selfish Gene--a must read by the way; good ideas don't necessarily become memes and sometimes silly ideas stick--anyone who has read Made to Stick knows that, e.g., Urban Legends...)
- How will you test which marketing efforts are working--through iteration
- What is "selection pressure"--how will you create something that can withstand today's selection pressures
- Proverbs stick; to make Tweets stand out from the stream, is this a good standard to follow
- Spread of ideas by imitation; what kind of ideas are people likely to imitate (read retweet here in the world of Twitter; imitation can raise the "perceived value of an idea" and this leads to it eventually becoming a meme if passed along enough)
- Don't let a void develop around your brand; lack of information can lead to rumours (Tiger Woods is probably a case in point from recent times)
- An idea changes a little bit as it moves along (remember the game of Chinese Whispers)--generate ideas that will become better and better as it moves along virally...
- The marketing funnel beginning with exposure to the idea, awareness about it and motivation to spread it can be tapped using SoMe platforms
- Key steps: seeding, identifying influencers, cutting through the clutter (take advantage of human's selective attention by being more relevant and personalized)
- Avoid link fatigue--don't post too many links at a time
- Identify time of week when a social media platform like Twitter is likely to be less active (like a Friday evening) to post links and Tweets; likely to get the most attention
- What sort of psychological or linguistic traits are people likely to RT and thus move along--use of words like I, us, and so on
- People will pass along links and ideas when it is of personal relevance to them (know the audience well; just as when designing a learning course)
- Re-tweets tend to be more NOUN HEAVY, novel, where the original tweet had words like Pls RT
- Be RT worthy by creating RT worthy content
- Self references work the least...!!!
Do see the webcast below...The Science of Social Media Marketing...