I spoke at the Word of Mouth UK Association earlier this year on the subject of Spreadability vs Reach, but never go around to posting the slides up for you. Sorry.
So if you want to learn how we do a lot of Like Minds, how we make things out of nothing, and how we motivate and build a team of people, there’s a good number of ideas and thoughts in here.
If you want more detailed analysis of the Rage Against The Machine vs X-Factor example that I talk about, I wrote the top ranked case study on it at the end of last year.
Also, I found this exceptional series of articles by Henry Jenkins called “If it doesn’t Spread, it’s Dead“, on the subject of spreadability. He wrote it over a year ago, but I only just found it. As you can imagine, a lot of our ideas overlap, but Henry provides a far more academic and structured approach. You can read it here.