May 18, 2015
http://www.youtube.com/watch?v=hKfAFQzJf74
GOOD IS
SUBJECTIVE.
Good content is subject, while we mention
content that spreads naturally.
Agenda
1. Look At Stuff
2. Lesson
3. More Stuff
4. Another Lesson
4. Q&A
WEIRD: Robocop on a unicorn was a
meme in 2008. A basic image search
reveals many more instances of this meme.
WEIRD: Tom Selleck, a sandwich and a
waterfall was a 2010 meme that got some
traction. Follow Knowyourmeme.com for
all the details.
WEIRD: The Gotye meme is more recent.
becoming mutated content.
Wonderful Image
WONDERFUL: The Kenguru wheelchair
car is one for the wonderful file.
© 2011 Inferno Ltd | Internal Confidential
WONDERFUL: There are plenty of
amazing human feats online. Photography
and visuals are one of the most popular
thing on the web.
WONDERFUL: An American mother
made headlines online when she made her
son wear a sign of all the things he did
wrong.
WONDERFUL: Everyday, someone on
Facebook makes other people smile. Some
people are better at it than others.
WTF: There is no shortage of random
content online that make you cringe or
examples.
© 2011 Inferno Ltd | Internal Confidential
WTF: No big deal, just a bunch dudes on
the couch with their crotch on fire.
WEIRD, WONDERFUL & WTF: Muscle
combine all three.
Good Content Spreads Naturally
© 2011 Inferno Ltd | Internal Confidential
If someone threw a brick through a boardroom
who would be able to hold that in. Each person
has the natural tendency to tell someone else.
so difficult to keep a secret.
If something disruptive happens, you have to tell
someone else. Technology comes second in this
equation.
Disruptive Content = Must Share
The sharing use to happen only in person, now it
© 2011 Inferno Ltd | Internal Confidential
focuses that they see each day, but if they see
the Batmobile, they might point, take pictures
and talk about it.
Good disruptive experience prompt people to
take action or document the experience.
Unique events get special relevance and are held
in the mind longer.
© 2011 Inferno Ltd | Internal Confidential
Those same disruptions spread a lot further if
you disrupt a large group of people. If the brick
was thrown at a concert or the Batmobile was in
the the parking lot post concert, the disruption
would spread much further.
In addition to helping spread content, the web is
find them and give them a pleasant disruption.
Good Content Generates a Physical Reaction
Funny
Shocking
Spectacular
Sexy Emotional
Random
Illuminating
Useful Valuable Timely
Better
Urgent
Unique
Unexpected
Weird
Wonderful
WTF
Weird, Wonderful & WTF are only a few ways
to create a disruption. All these word represent a
form of disruption. The more of these you can
own well, the more likely you are to spread you
content organically.
Each one of these words makes you have a
physical reaction, it could be laughter, stopping
WEIRD: Lingscars.com is a web site with a late
successful, she made a name for herself with this
Craigslist, but everything is spelled with a lisp.
idea here. A dog will love you no
to their expectations, but if we did,
http://www.youtube.com/watch?v=kdsryZINo3Y&feature=related
WTF: These Russian youths are
playing a dangerous game in these
high rises. The content is so WTF
YouTube to watch it.
http://www.youtube.com/watch?v=tetOSMilRKg
WEIRD, WONDERFUL &WTF:
This classic IKEA ad is about 7
years old, but definitely ticks all
the boxes.
Good Content is Timely
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© 2011 Inferno Ltd | Internal Confidential © 2011 Inferno Ltd | Internal Confidential
TRENDJACKING
www.zei.tgei.st
Inferno blog that aims to capture instances of
trendjacking and rapid responses.
WEIRD: This example features guys showing their
nipples in support of Kate Middleton. A Tumblr was
created within 48 hours of events unfolding.
WONDERFUL: This wass a brilliant rapid response,
trendjacking job by Lynx.
WTF: Apple Maps! Enough Said.
But Good Content Is
CHOOSE ALL WORDS THAT
YOUR CONTENT OWNS
RATE THEM 1-10
score card. First choose which words you content
with you rate the content 1-10 in those areas.
The higher you score, by strangers, the more
likely it is that your content could spread
organically.
Content rating will only get you so
far, because making content is only
part of the equation.
You have to consider the audience,
the distribution, and how it will
propagate.
If you do all of these well, we stand a
better chance of spreading
People Who Make Good Content Are Proactive & Have Fun
Making Things
© 2011 Inferno Ltd | Internal Confidential © 2011 Inferno Ltd | Internal Confidential
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