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

© 2012 Inferno Ltd | Internal Confidential

© 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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Call Tim at +44 (0) 20 7092 0300 or Email: Tim.D@inferno-group.com

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