By: Sam Ford, PepperDigital
Recently, I brought up my opinion on "viral campaigns" here on the PepperDigital blog. I previously concluded, "Truth is, if you want something to be spread, it has to resonate with an audience to the point that they'll want to share it. And that's not ultimately up to the producer of the message."
On that note, early next month, Peppercom will be hosting a free Webinar on this subject. Entitled "Moving from 'Sticky' to 'Spreadable': The Antidote to 'Viral Marketing' and the Broadcast Mentality" the panel will be from noon to 1 p.m. on Friday, Nov. 6.
The subject is "spreadable media," based on a research project from the Convergence Culture Consortium and a book I am currently working on with Henry Jenkins at USC and Joshua Green at MIT. The three of us will be presenting the concept together on the Webinar.
For the past two years, the Convergence Culture Consortium team (where I formerly served as project manager) has been examining some of the issues with brands and entertainment properties basing success completely off the concept of stickiness, which measures based on how many people click onto a page, how much time they spend on the page, etc.
Similarly, we've been looking at how communication professionals have adopted the language of "viral marketing" and how that concept has framed how companies build their online presence, in our minds in a way that is ultimately less helpful for brands and their audiences alike.
Peppercom's own Steve Cody will be joining us to moderate the conversation, and we'll also be taking some questions from those listening. To register or find out all the details, click here.
Hope you'll be able to join us








