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Scoop.it!
Do you ever wonder why certain content and ideas become very popular while others fail to gain traction? Derek Thompson’s new book ‘Hit Makers: How Things Become Popular‘ takes an in-depth look at what makes a viral or popular product. The book doesn’t provide a secret formula for virality, however, Thompson provides a lot of detailed research on the key factors that cause content and products to become popular. Here is my take on the content marketing lessons from the book. 
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Scoop.it!
You may have seen Boaty McBoatface in the news recently and it sparked you to do a bit of digging on Google to get the full story. After doing some research on Boaty McBoatface, you likely found yourself on the Natural Environmental Research Council (NERC) website. This is exactly what NERC wants you to do. This story started when NERC opened an internet poll for naming suggestions on their brand new $287 million polar research vessel. Quickly, Boaty McBoatface rose to prominence, fueled by viral posts on the potential name of the British government’s newest research ship. Despite many comments and stories surrounding the merits of naming the ship Boaty McBoatface over more traditional names, one cannot deny the publicity this has provided to the NERC. When James Hand offered his suggestion for the new ship’s name, he likely did not foresee the popularity it would soon garner. NERC has James, who is a public relations professional, to partially thank for their sudden popularity. Regardless of the final ship’s name, NERC has been given crucial and valuable publicity on a topic worthy of our attention....
Jeff Domansky's insight:
How a name the boat promotion went viral and gained millions of dollars in publicity.
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From
hbr
Throughout the recent U.S. presidential campaign, commentators of all political stripes urged Donald Trump to give his Twitter account a rest. He ignored them, bypassing mainstream media in favor of a technology that continued to deliver his provocative messages directly, frequently, at all hours, and without filters. While no hard proof exists that his tweets put him over the top in the election, they undeniably riveted the attention of a broad public, media included — and continue to do so. Here’s what business leaders can learn from the tweeter-in-chief about trying to win over large segments of consumers through social media. “Big-seed” marketing beats viral. Duncan Watts, a principal researcher at Microsoft Research, has been studying the sociology of networks for decades. His notion of big-seed marketing suggests that a message can spread faster and more systematically if it is “seeded” among many people. That differs sharply from the viral approach, which attempts to create an “epidemic” of interest through a few targeted influencers, who spread a message among the people to whom they are connected. If those connections fail to pass on the message, it soon peters out. Big-seed marketing is more reliable than designing content that mimics the qualities of cat videos in the hope of going viral. Companies like BuzzFeed have used the big-seed model to create successful news websites and advertising businesses....
Jeff Domansky's insight:
It’s not about “going viral.” Here's how "big-seed" marketing wins bigly.
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The Emmys are on, and despite the prospect of sinking ratings due to the event being held on a Monday, brands are out in full force. We run down the best and the worst real-time marketing, recognizing both off-the-cuff remarks as well as those, like Mercedes-Benz’s, that were days and maybe even months in the making....
Jeff Domansky's insight:
And the Emmy social marketing winners were...
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Steve Grayson explores a new book about how and why things become popular. Is it FOMO (fear of missing out) or something deeper?