Bud Caddell and Mike Arauz put forward a knockout argument for creating viral spreadable media in just six moves. This is a session they gave at last weeks SXSW Event in Austin Texas. And although there is no magic formula for creating spreadable media, there is some extremely well placed advice:
1. Be remarkable:
If you are going to do something, do it VERY well. “What is going to work” is absolutely unpredictable, so you must be doing something special.
2. Play on past successes:
Look at what spiked on the web and do something new with it.
3. Use the web to tell more complex stories:
You can use the web to tell stories that couldn’t fit inside a 30 second commercial. The best advertisers tell really great stories. Tricks can catch people’s attention. When you combine those two things, magic happens.
4.Collect your fans:
Use the web to grab an audience and keep talking to them without having to put together another buy. Don’t stop talking! It’s a commitment to open a channel and keep the conversation going. This takes time, but the exchange is a solid foundation. The moment you have people caring about what you are doing next is critical.
5.Invite participation:
The ability to remix, mashup, and recut videos is becoming more ubiquitous. Viewing, rating, commenting, sharing, copying, and performing.
6.Start small riots:
Find communities that feel passionate about something and build content for them (e.g., people who like to watch really bad auditions for American Idol). Court communities like constituencies: recognize who they are, understand what they care about, their motives and interests, and what their social currency is. (Summary courtesy of almostdaniel.com)
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