Video: Not Viral, Spreadable

http://vimeo.com/7585932

If you can’t see the above video, click here, or view it directly on Vimeo.

In the vein of sharing videos over the weekend, this week I have is an exceptional presentation from Sam Ford, Joshua Green and Henry Jenkins that looks at “moving from sticky to spreadable: the antidote to viral marketing and the broadcast mentality.” (You can find out more about the guys at their blog, PepperDigital.)

I love it for a few reasons:

  1. It clarifies what “viral” really is, and what “spreadable” is. This is useful because it is hard to make a “viral video”, but it is a lot easier and more intuitive to make something “spreadable”. You’ll see what I mean as you watch.
  2. I love it because it uses language that we’ve been talking about here – spreadable, broadcast, social, reach. I’m right there!
  3. It gives me some great case studies.
  4. It helps me to not think of people as single individuals but as nodes in a network – meaning I should consider what is the best for their network, not just for them.

Your Leading Thoughts

  • I want to know what your number 1 takeaway is, and how you can use it tomorrow.

Archived Comments

  • Thanks, Scott. Shows that #likeminds…oh…you know…Just glad we stumbled upon your thinking on these subjects while we’re finishing up our book project!

  • Thanks, Scott. Shows that #likeminds…oh…you know…Just glad we stumbled upon your thinking on these subjects while we’re finishing up our book project!

  • And, BTW, I’m the only one of the three of us who posts at PepperDigital. Henry has his own blog at http://www.henryjenkins.org/

  • / Scott Gould

    I’m still piecing together the puzzle!

    Thanks for this Sam.

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