• Opinion makers that use your content to say something about themselves
• They do not co-create but rather comment on what you and others create around your brand
• They are willing to curate your content and products if they find there is a social or monetary incentive to do so
• If you give these guys too much attention they will go away
CURATORS
B2C B2B
• Journalists• Social media activists• Politicians• Celebrities• Extrovert industry experts• …
• Journalists• Social media influencers• Celebrities• …
COMMENTATORS
19
BREAKING POINT DECELERATION
CHANGE
INITIATIVE THAT MAKES IT OK TO GO FOR IT ”SMALLEST ACCEPTABLE TRUTH”
”THE CONSUMERS”
90%
• They simply feel they don’t have time to care about you enough to have their own opinion
• They trust others when it comes to your brand
• They are not willing to participate in your programs, but they are more than willing to buy your product if it seems to solve the job they needs to get done
CONSUMERS
CONSUMERS
19
90
BREAKING POINT DECELERATION
CHANGE
TIME ACCESS ENTERTAINMENT
1 9 90
CO-CREATE CURATE/OPINIONS CONSUME
step THREE: ACTIVATE YOUR NETWORK
5 C’s of Viral Marketing HOW TO MAKE SOMETHING VIRAL
CREATIVITY CONFORMITY CHALLENGE CHARISMA CHEATING
CREATIVITY STORY ABOUT THE STORY
1. They created a video that would appeal to anyone who saw it
2. They made it relevant for a lot of journalists by creating ”stories about the story” that enabled them to put it in their paper
3. Launched by making it seem as though it was popular ”we got 6 million views in 3 days”