In a new study looking at ‘How Stuff Spreads,’ Facegroup has identified key components that make things go viral. Looking at the spread on Twitter of two global memes, Gangnam Style vs Harlem Shake, Face discovered eight common characteristics which it says led to them becoming viral phenomena, generating thousands of spin-off versions and billions of views.
The eight common characteristics are:
1. Bursts and Rises: There are 2 models of virality.
The Burst model is bottom-up: the variations are more powerful then the original seed and there’s no clear leadership or narrative. The meme relies on community relevance to spread.
The Rise model is top-down: the original seed is always stronger than its variations and has a clear leader dictating the narrative.Bursts spread widely more quickly but don’t endure. Rises spread more slowly and less widely but they tend to endure because the meme has a focal point. Chose your model of virality and plan according.
2. Triggers.Whatever the model, virality is triggered by surprise, cultural relevance to a community, and endorsement by a leader or the media.
3. Waves. Whatever the trigger, virality is not asteady affair; it spreads in waves and spikes.
4. Communities drive viral spread way more than influencers.
5. Glocality. Memes transcend geography but a successful meme needs a balance of both local relevance and global appeal.
6. Leadership. A meme needs a focal point to live longer. Virality is only sustained through a strong narrative and leadership.
7. Slow and spikey wins the race.Weak ties and communities sustain for weeks but they don’t give you scale in the short term. Top-down media and celebrity endorsement gives you instant scale but burns out within a couple of days by decreasing the shareability of the meme.
8. Memes are like currency: you need to balance supply (or accessibility) and inflation.
In order to achieve high shareability and high popularity the meme supply has to be expansionary but strategically controlled so that it doesn’t negatively affect its shareability. This at the same time gives the meme the scale that can trigger and sustain exponential growth.
Face compared how the top 5 versions of each video were shared on Twitter, looking at 8 dimensions of each meme: Shape (number of shares per video, over lifetime of the meme); Lifespan (number of consecutive days where people shared the meme 500+ times); Popularity (number of unique users sharing the meme over its lifetime); Shareability (total Twitter shares per each million of YouTube views; Globality (how international was the meme); Amplification (how influential were the people who shared the meme); Variation (how much did attention to the meme vary day-by-day); Diffusion Network (hubs and nationalities who drove the spread of the meme).
Using their recently launched social media intelligence tool, Pulsar TRAC, they tracked any social media conversation containing a specific URL and analysed who is talking about it, gateways and hubs, topics of discussion, geography of the discussion and key channels.
While Harlem Shake turned out to be 3x more shareable than Gangnam Style, it still ended up being 4.5x less popular in terms of the number of uniqe users sharing it. It is a difficult balance for a meme to strike. Popularity doesn’t mean Shareability, and Shareability doesn’t imply Popularity. Community drives Shareability but doesn’t give you Scale (Popularity). Top-down influence drives Scale (Popularity) but kills Shareability. While Shareability is a key requisite of virality, scale is what enables and sustains exponential growth.
Source: Music Think Tank (by Kellan Drumgoole)
ThingLink, the most popular interactive image platform for publishers, brands, agencies and consumers, today added interactive image sharing to Facebook Timeline. Now when publishers share ThingLink interactive images to Facebook, viewers can ‘touch” them to experience the content inside the image — without leaving Facebook.
ThingLink’s proprietary, patent-pending web-based solution allows publishers to create, tag and share any image, in any environment, quickly and easily. ThingLink allows content producers to better understand how their images are being used by consumers on the different social media platforms, both in terms of interactions with the image as well as a wide range of social behaviors.
Publishers and individuals can now use ThingLink to transform static images on Facebook Timeline into a discovery experience — with music and video players, social links and brand content that appear inside an image when it is “touched.” Rich media tags from services like Youtube, Vimeo, Instagram, Imgur, Flickr, and Twitter are supported from the beginning, and support for custom third-party tags will be added in the coming weeks.
“Images are becoming forums for conversation and discovery that include sharing, touching, commenting, and remixing rich media content created by others”, said CEO Ulla Engeström. “ThingLink is now enabling a new kind of discovery experience on Facebook Timeline that evokes emotion and brings moments to life in ways that drive higher engagement.”
Example: Mèdecins Sans Frontiérs on Facebook Timeline via ThingLink: https://www.facebook.com/msf.english/posts/10151343426237385
Founded in 2010, ThingLink is the leading interactive image platform with over 130,000 publishers. ThingLink’s enterprise level account for publishers, agencies and brands offers such key features as group account management and the ability to create and launch custom image apps and icons that enhance engagement. ThingLink also offers advanced metrics for measuring image performance across social channels like Facebook, Twitter, and Tumblr, enabling valuable, new insights into consumer engagement.
At launch tomorrow, we are supporting YouTube, Vimeo, Instagram, Imgur, Flickr, Twitter, iTunes, and all Open Graph tags inside images. We will add support for more tags (including custom 3rd party tags) in the coming weeks.
How does it work: Touch the FB sharing icon on any ThingLink image or drop a ThingLink image url to FB Timeline directly.
When ThingLink interactive images are shared into Twitter, brands have commonly seen 5-30x improvements in engagement. Wherever ThingLink images are used on Web pages, the discoverability of content inside images makes those pages”stickier”, with increases in time spent on page.
Source: ThingLink press release
You no longer have to be Ryan Seacrest, Ne-Yo or Jason Mraz to play with Twitter’s new music discovery app. After testing the app with music artists and influencers, Twitter #Music will be available starting today at https://music.twitter.com and as a separate app for the iPhone through the App Store.
So what does the service do? Well, it does what you might expect from a music app from Twitter — it helps you find music that’s popular on Twitter and music based on the bands you follow. The app is centered around four pages or tabs, which you can swipe through to access.
The Popular page shows you new music that’s trending across Twitter while the Emerging tab shows “hidden talent found in tweets.” While those two parts feed you information about what the collective Twitterverse is jamming to, the last two focus on who you follow and your personal music taste.
The Suggested tab shows artists you might like based on the artists you follow on the service and who they follow. And finally the #NowPlaying tab shows songs your friends are listening to or tweeting about. For instance, if your friend tweets that they are listening to a song by Justin Bieber, that song will show up on that page.
The iPhone app, which “Good Morning America” got an exclusive early look at, has a slick and polished design. All the pages have a grid made up of artists and songs; tap one of those and the song will start playing along with a fun spinning CD animation in the bottom left corner. Tap on that and you get an enlarged CD — you can drag your finger around the CD to fast forward or rewind within that song.
And the fact that you don’t have to leave the app to listen might be one of the best parts. Twitter has integrated current music services like Rdio, Spotify and iTunes to allow you to play the songs right through the app or webpage. With iTunes, you will only hear a preview, but with Rdio and Spotify, users can log in with their accounts to hear the full tracks. Twitter says it will continue to work to add additional music providers to the app.
Twitter put artists and bands at the center of the experience. You can go to artist’s Twitter profile pages within the app and see what artists they follow and listen to. As Twitter says, it’s like getting recommendations from your friends, except they happen to be music superstars. You can search for artists through the search field and play a selection of songs from them.
Twitter announced last week that it had acquired “We Are Hunted,” a music recommendation and streaming company based in Australia. Twitter also released Vine, a dedicated six-second video app, in January.
“There are times when you need a single-purpose driven knife in the kitchen and there are times when you are out camping and you want a Swiss Army knife. We have different apps for different purposes,” Michael Sippey, Twitter’s VP of product, said earlier this week at the “All Things D: Dive into Mobile” conference when asked about the different apps Twitter has been releasing. Last week Facebook released Facebook Home for select Android phones. Home provides a Facebook experience deeper than an app.
The Twitter #Music app will be out later today in the Apple App Store; there is no Android app yet.
Source: ABC News (by Joanna Stern)
Twitter has published a music.twitter.com webpage with a #music hashtag and a so-far-non-functional sign-in button, suggesting that Twitter’s new music application will launch as soon as this weekend.
Twitter Music will almost certainly suggest artists to follow and songs to listen to, likely built on the music discovery platform We Are Hunted, which Twitter bought last year.
An internal test of the service by We Are Hunted founder Stephen Phillips revealed last month that it publishes expanded tweets about what you’re listening to at any given moment with album art, an embedded audio file containing the song itself, and the ability to “heart” the song, share it on social networks such as Facebook, Google+, and Pinterest, and — of course — retweeet or favorite it on Twitter.
Here’s an example:
Currently, while the site is up, it’s just a placeholder. You can click the sign-in button to initiate a logging in with your Twitter identify, but upon signing in are simply presented with the sign-in page once more. According to some reports, however, the service will go fully live as soon as today.
This weekend is an appropriate time to launch: massive music festival Coachella 2013‘s first weekend kicks off today.
Source: VentureBeat (by John Koetsier)
First and foremost, communication with your fans must come from you, the artist, in your voice. Not your manager, label, or intern. People aren’t interested in hearing generic updates from your label or agent. They want to get to know your personality, hear about your experiences. Essentially, fans want to feel like they’re on the journey of your career along with you.
Now, can updates sometimes come from your manager/label/intern? Yes, but sparingly, and it should be made clear when the updates are not coming directly from you. For example, on Facebook and Twitter, any updates coming from your management/label could be tagged with “- Team Example Artist”. Nobody else should try to “sound” like you if they’re updating your social media profiles on your behalf.
Consistency is key when it comes to engaging with your fans. You can’t post an update on Facebook one day, then disappear for several weeks to come back and find that a bunch of fans responded with questions that you never answered. People will likely stop paying attention if you don’t have a consistent presence. There are tons of distractions out there, so to truly break through the clutter, you have to be consistent. Take some time every day to check your social media profiles, respond to fans, ask questions, and start conversations.
And finally, when it comes to fan engagement, you have to sustain it over the long term. Don’t expect immediate results. It might take months of being consistent to start seeing more quality interactions with your fans, which in turn could lead to new fans, more people at your shows, and increased sales.
There are literally thousands of distractions out there for people. But if you show up every day ready to engage with your fans in some way; answering a few emails, responding on Twitter, asking questions on Facebook, and you sustain that over months, then years, you will no doubt develop a solid fan base to give yourself the best opportunity to build a sustainable career.
One extremely important thing to keep in mind when it comes to fan engagement: never leave a fan hanging. If they email you, email back. If they leave a comment on Facebook, respond, or at least “Like” it. If they reply or ask a question on Twitter, respond back. A short answer or a quick thank you can go a long way in making that fan feel special, like they’re an active part of your world.
As an artist, it really has become part of the job description to interact with your fans. And since fans now have access to an unlimited amount of music, if you leave them hanging, chances are, they can easily find an artist that won’t.
Source: Hypebot (by Dave Cool)
For music fans, a mobile phone doesn’t say, “Call me.” It says Call Me Maybe.
Carly Rae Jepsen’s viral hit is one example of how phones, social media and streaming have revolutionized music consumption.
With 119.8 million streams, Jepsen’s viral hit was the most streamed song and video of 2012. The singer has 5.6 million Twitter followers and 5.2 million “likes” on Facebook. A lot of those admirers connected with her via cellphones, a crucial social conduit between fan and artist, according to The Entertainment Consumer: State of the Media Report, to be issued by Nielsen next week.
Via phones, 55% of consumers read artist and band Facebook posts, 53% “like” posts, 30% comment on posts and 28% click on timelines. In the Twitterverse, 26% of fans read artist tweets and 14% retweet.
“It’s the entertainment portal,” says David Bakula, senior vice president of analytics at Nielsen Entertainment. “You’ve got a much more engaged consumer and many more opportunities for artists and fans to interact. Word of mouth used to be one-to-one. Now it’s one-to-many, where each fan becomes a micro-marketer.”
Streaming has proven effective as a promotional tool: 29% of consumers are likely to buy music after hearing a stream. Among sites, YouTube continues to clobber the competition with 129.3 million streams in 2012, up 1%; Pandora trails with 14.9 million streams, up 5.2%; and Spotify, gaining ground with a 91.2% spike, tallied 10.2 million streams.
YouTube’s slight growth doesn’t portend a plateau.
“I don’t foresee any flat-lining,” Bakula says. “We’ve seen nothing but acceleration and growth. YouTube has become a more popular consumption channel than radio.”
Other Nielsen findings:
Source: USA Today (by Edna Gundersen)
Today, I am going to talk about how to use social media to drive people to your email list.
Even though I say Facebook and Twitter in the headline, you can use this for any social media platform including YouTube or Instagram.
If you took my advice from the previous post, your website will have a clear way for everybody to sign up for your email list, including an enticing offer to do so.
All you need to do now is to create interesting content on your website, and simply link to it from your social media. This could be a blog post, a new set of pictures on your site, or even a page set up for lyrics for one of your songs.
Whatever it is, when they go to your site, they will see your enticing offer and sign up for your list. You don’t even need to tell them to sign up. They will do it on their own.
Sometimes you just need to be blunt. If you have a great offer to sign up for your email list, let people know.
Maybe once or twice a month, remind people that you have something cool on your email list. Say something along the lines of, “in case you missed it, you get our whole album for free by signing up to our email list. Click here.”
Even when you send people back to your site, you might want to give a very clear call to action at the end of your posts to sign up for your list.
If you don’t tell people what to do, they won’t do it. Never assume people will take action of their own will.
If you don’t mind the extra work and you have some money or merch to spare, contests and giveaways are great way to get people to sign up for your email list.
You could go cheap, and just do a big bundle of all your merch. For everyone who signs up to our email list this week, you will be entered to win our super bundle which includes our T-shirt, CD, stickers, and beer koozy.
The more people you want to sign up, the better the prize needs to be.Some places use iPads and iPhones as the prize. Figure out what is right for your price range and your audience.
You could also try giveaways. For the first 100 people that sign up, you get a free CD that is autographed by the band.
This might sound like a waste of time and money for you, but don’t be fooled. Your email list, when used wisely, can generate a lot of money. Each person on your email list could potentially give you hundreds to thousands of dollars in the future.
If you want to do a crowdfunding campaign kick starter, having a strong email list is one of your biggest assets.
A word of caution about contests and giveaways. I heard that there may be laws regarding contests and giveaways. I am not a lawyer and the information above is purely for entertainment purposes. Please consult with an attorney first.
And that’s it. Always have something new on your website to share on your social media. Make sure to give clear calls to action. And make something fun for your fans to get involved with.
Source: Hypebot (by Chris Jackson)
If you are anything like the majority of people, artists, authors, entrepreneurs and beyond who have built a Facebook fan page, then I’m sure you’ve noticed something…
Facebook makes it ALMOST impossible to make any sort of real growth happen.
A recent study reported by Mashable (from Napkin Labs), showed that on average only 6% of fans engage with a brand’s Facebook page:
On average, just 6% of fans engage with a brand’s Facebook Page via likes, comments, polls and other means, according to a study from Napkin Labs, a Facebook app developer that works with brands and agencies. Of those fans that did, the average engagement was the equivalent of less than one like over the course of the eight weeks the study was conducted.
There are several reasons for this. Most of these, truthfully, are human error which we will discuss below. But there is no doubt that Facebook is taking strides to make it more difficult for you to achieve growth & impressions on their platform.
The problem at hand is akin to a common proverb:
Teach a man to fish and he eats for a lifetime…
Except in Facebook’s case, it’s more like, once you teach the man to fish, you then put a thick layer of ice over the water, making it FAR more difficult.
So let’s dive into the issues at hand below:
The social media audience is large and diverse: 163.5 million in the US and growing. Overall 72% of Hispanics identify themselves as social media users vs. 68% of blacks and 65% of whites; and 10% more women than men are social networkers : 71% vs. 62%. But different social networks also attract different audiences.
Twitter, Pinterest & Instagram Are Popular With Differing Demographics
Social networks such as Twitter, Instagram and Pinterest seem to be attracting a particularly diverse coalition of users, according to an eMarketer analysis of a Pew study. Black internet users were significantly more likely than average to use Twitter - 16% of internet users overall vs. 26% of black internet users. Hispanics were also slightly overrepresented at 19%.
The study also showed that Pinterest users we mostly female and skewed younger.