In Los Angeles, artist Malakai was bopping through Facebook. His parents know him as Daniel Cabrera but the street knows him as Malakai. He saw a post that David Beebe had taken a position as Vice President of Creative and Content Marketing for Marriott International. Cool. Malakai knows that guy.
Viral marketing is the fastest and quickest way you can spread a message. Just ask Justin Bieber. But for every hit content piece that goes viral there is an Internet dump of content that got discarded or deemed irrelevant because no one saw it.
Content Marketing demands great skill and subtlety. I am grateful when Pillsbury offers me a new recipe, but helpful tips on cleaning the bowl are too much. Like a progressive parent hovering over their only child, Content Marketing is a delicate balance of good advice and harassment.
Born in 1979, I just barely qualify as old enough to have developed a world view according to which when something "goes viral" my first impulse is to wash my hands compulsively and avoid human contact.
Charitable revelry. Stellar weight loss successes. Over-the-top proposals. The Buddhist concept of mudita may just be what all of these viral concepts have in common. Most users love the opportunity to participate in another person's joys and accomplishments.
The Beatles are often credited as the greatest rock band of all time. Their following is huge now, but if you look at their beginnings you'll discover something else about the Beatles. They are great content marketers.
While it may seem as if "everyone" has already done the ALS Ice Bucket Challenge (or has been challenge to do it, and declined to join the fun), the viral sensation is still charging full-steam ahead, and may even be just getting started.
Do not misunderstand. Some (most?) pop culture chyme comes predisposed to caricature, and frequently deserves parody (Hi, Kanye West). But in the case of a humble and heartfelt, low-budget moment, parody can also be the sincerest form of casual cruelty.
1999 saw the debut of two of the greatest shows ever made, as well as the seeds of the medium's embrace of cheaply made mediocrity. It marked the beginning of whole new expectations of where television could ascend -- or descend.
Generating word of mouth or getting something to go viral sometimes seems like magic. Like catching lightning in a bottle. But it's not. By understanding the science behind social influence you can make your own products and ideas contagious.