How does content really spread?

Sam Ford, MIT/WKU

Circulation vs.

Distribution

“Viral Marketing captures the essence of multi-level-marketing and applies it to all customers -- the "word-of-

mouth" spread of Hotmail is involuntary.”

Steve Jurvetson and Tim Draper, Netscape Newsletter (1997)

“Viral Marketing captures the essence of multi-level-marketing and applies it to all customers -- the "word-of-

mouth" spread of Hotmail is involuntary.”

Steve Jurvetson and Tim Draper, Netscape Newsletter (1997)

Spreadable Media

Value is created through:

1. Available when and where audiences want it2. Portable3. Easily reusable in a variety of ways4. Relevant to multiple audiences5. Part of a steady stream of material

People Spread Content To:

1.Define themselves.2.Increase their notoriety.3.Strengthen social ties.4.Build community.

We don’t share clips just because of what we have to say about the ad or film, but also because of what the ad might have to say about us.