Spreadability in Business: What We Can Learn from a Changing Media Landscape

Sam Ford, Fusion

Circulation vs.Distribution

“Viral Marketing captures the essence of multi-level-marketing and applies it to all customers -- the "word-of-mouth" spread of Hotmail is involuntary.”

Steve Jurvetson and Tim Draper, Netscape Newsletter (1997)

Spreadable Media

Value is created through:

1. Available when and where audiences want it2. Portable3. Easily reusable in a variety of ways4. Relevant to multiple audiences5. Part of a steady stream of material

People Spread Content To:

1.Define themselves.2.Increase their notoriety.3.Strengthen social ties.4.Build community.

Spreadability in Business: What We Can Learn from a Changing Media Landscape

Sam Ford, Fusion