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Snackability	
  Study	
  #01:	
  The	
  	
  “Social	
  Media	
  Explained	
  In	
  A	
  Chart”	
  Meme	
  
Welcome	
  To	
  The	
  1st	
  EdiCon	
  Of	
  My	
  Study	
  Of	
  Memes	
  or	
  Topical	
  Events.	
  This	
  	
  
Series	
  Will	
  Help	
  You	
  Create	
  Your	
  Own	
  AddicCve	
  Content	
  For	
  B2B/B2C	
  Brands	
  
The	
  Next	
  20	
  Slides	
  Summed	
  Up	
  In	
  One	
  Tweet:	
  If	
  You	
  Want	
  it	
  To	
  S=ck,	
  Use	
  	
  
Something	
  With	
  Built-­‐in	
  Snackability.	
  It	
  Helps	
  If	
  That	
  Thing	
  is	
  Donuts	
  Or	
  Bacon.	
  	
  
Our	
  Meme	
  Story	
  begins	
  with	
  Doug	
  Ray.	
  He’s	
  a	
  weird	
  PiNsburgher.	
  
An	
  agency	
  guy.	
  A	
  Buzzfeed	
  legend.	
  A	
  lover	
  of	
  bacon.	
  And	
  donuts?	
  
Doug	
  mindlessly	
  snapped	
  this	
  aSer	
  a	
  mee=ng	
  in	
  January	
  2012.	
  	
  
In	
  2	
  years,	
  Doug’s	
  diNy	
  has	
  been	
  shared	
  over	
  100K	
  =mes.	
  Just	
  last	
  month,	
  
SunnyGirl	
  &	
  Ingrid	
  Nilsen	
  tweeted	
  it	
  and	
  had	
  573	
  total	
  retweets.	
  
It’s	
  morphed	
  into	
  social	
  Media	
  via	
  just	
  about	
  anything	
  you	
  can	
  imagine.	
  
Cookies.	
  Beer.	
  Burgers.	
  Same	
  story,	
  different	
  addic=on.	
  	
  
It’s	
  taken	
  on	
  a	
  variety	
  of	
  different,	
  more	
  visually	
  appealing	
  forms.	
  	
  
On	
  Reddit,	
  the	
  café	
  chalkboard	
  version	
  fared	
  beNer	
  than	
  the	
  original.	
  
Or	
  turn	
  that	
  chalk	
  board	
  into	
  Donut	
  Art.	
  I	
  
would	
  buy	
  this.	
  	
  

Some	
  execu=ons	
  add	
  other	
  networks	
  like	
  StumbleUpon	
  which	
  is	
  fun.	
  

©	
  Cris=na	
  Bianchi	
  2013.	
  
Or	
  turn	
  that	
  chalk	
  board	
  into	
  Donut	
  Art.	
  I	
  
would	
  buy	
  this.	
  	
  

Others	
  stuck	
  with	
  the	
  same	
  networks	
  but	
  added	
  more	
  fun	
  copy.	
  	
  

©	
  Cris=na	
  Bianchi	
  2013.	
  
Or	
  turn	
  that	
  chalk	
  board	
  into	
  Donut	
  Art.	
  I	
  
would	
  buy	
  this.	
  	
  
Brilliant	
  design	
  by	
  Cris=na	
  Bianchi.	
  

Social	
  media	
  donut	
  art?	
  Yes,	
  please.	
  Add	
  more	
  networks,	
  make	
  
the	
  copy	
  more	
  fun	
  and	
  I’d	
  buy	
  it	
  for	
  my	
  man	
  cave.	
  	
  
©	
  Cris=na	
  Bianchi	
  2013.	
  
Or	
  turn	
  that	
  chalk	
  board	
  into	
  Donut	
  Art.	
  I	
  
would	
  buy	
  this.	
  	
  

From	
  art	
  to	
  video.	
  This	
  guy	
  filmed	
  it	
  to	
  promote	
  his	
  new	
  app.	
  	
  

©	
  Cris=na	
  Bianchi	
  2013.	
  
Or	
  turn	
  that	
  chalk	
  board	
  into	
  Donut	
  Art.	
  I	
  
would	
  buy	
  this.	
  	
  

An	
  Urgent	
  Genius	
  made	
  it	
  topical.	
  How	
  does	
  John	
  Kerry	
  eat	
  his?	
  	
  

©	
  Cris=na	
  Bianchi	
  2013.	
  
Or	
  turn	
  that	
  chalk	
  board	
  into	
  Donut	
  Art.	
  I	
  
would	
  buy	
  this.	
  	
  

Break	
  the	
  rules.	
  Cats	
  aren’t	
  food.	
  Cats	
  are	
  the	
  bacon	
  of	
  pets	
  though.	
  	
  

©	
  Cris=na	
  Bianchi	
  2013.	
  
Or	
  turn	
  that	
  chalk	
  board	
  into	
  Donut	
  Art.	
  I	
  
would	
  buy	
  this.	
  	
  

Cats	
  work	
  well.	
  Just	
  ask	
  Buzzfeed.	
  Newsflash:	
  They	
  started	
  this	
  
meme	
  in	
  2011.	
  It	
  was	
  originally	
  about	
  the	
  fine	
  art	
  of	
  urina=on.	
  

©	
  Cris=na	
  Bianchi	
  2013.	
  
Or	
  turn	
  that	
  chalk	
  board	
  into	
  Donut	
  Art.	
  I	
  
would	
  buy	
  this.	
  	
  
Gavon	
  at	
  Buzzfeed	
  re-­‐wrote	
  his	
  original	
  effort	
  (below	
  leS)	
  with	
  
funnier	
  jokes	
  for	
  Reddit,	
  Insta-­‐selfie	
  and	
  G+	
  and	
  MySpace	
  slams.	
  

©	
  Cris=na	
  Bianchi	
  2013.	
  
Or	
  turn	
  that	
  chalk	
  board	
  into	
  Donut	
  Art.	
  I	
  
would	
  buy	
  this.	
  	
  

Doug	
  acknowledged	
  the	
  Buzzfeed	
  Pee	
  ar=cle.	
  A	
  brilliant	
  move.	
  	
  	
  
©	
  Cris=na	
  Bianchi	
  2013.	
  
Or	
  turn	
  that	
  chalk	
  board	
  into	
  Donut	
  Art.	
  I	
  
would	
  buy	
  this.	
  	
  

Content	
  Snackability	
  Summary:	
  Be	
  a	
  sponge.	
  Experiment.	
  Take	
  loads	
  
of	
  liNle	
  bets.	
  Have	
  fun.	
  Stay	
  relevant.	
  Get	
  on	
  Buzzfeed.	
  Own	
  your	
  
idea.	
  Don’t	
  copy.	
  Take	
  it	
  to	
  a	
  new	
  snackable	
  place.	
  Be	
  more	
  Doug.	
  	
  
©	
  Cris=na	
  Bianchi	
  2013.	
  
Or	
  turn	
  that	
  chalk	
  board	
  into	
  Donut	
  Art.	
  I	
  
would	
  buy	
  this.	
  	
  

What’s	
  next?	
  Let’s	
  improve	
  on	
  this	
  for	
  your	
  client.	
  ris=na	
  Bworked	
  for	
  Northeast	
  
©	
  C If	
  it	
   ianchi	
  2013.	
  
Ohio	
  Media	
  Group,	
  it	
  can	
  work	
  for	
  you.	
  All	
  they	
  added	
  to	
  the	
  conversa=on	
  
was	
  Snapchat	
  and	
  rad	
  bacon	
  =es.	
  To	
  be	
  con=nued	
  in	
  a	
  workshop	
  near	
  you.	
  	
  
In	
  my	
  workshop,	
  we	
  look	
  at	
  case	
  studies	
  like	
  this	
  in	
  an	
  interac=ve	
  way	
  
using	
  inves=ga=ve	
  storytelling.	
  Places	
  limited.	
  In=macy	
  and	
  snackability	
  
must	
  be	
  preserved	
  at	
  all	
  costs	
  Link:	
  hNp://bit.ly/ContentSnackability	
  
Follow	
  me	
  on	
  TwiNer	
  for	
  Informa=on	
  about	
  future	
  workshops.	
  	
  

T:	
  @jonburkhart	
  W:	
  UrgentGenius.com	
  E:	
  jon@realBmecontentlabs.com	
  	
  
Jon	
  Burkhart	
  started	
  the	
  world’s	
  first	
  blog	
  dedicated	
  solely	
  to	
  
real-­‐=me	
  marke=ng	
  in	
  2010.	
  He	
  also…	
  
	
  	
  
Co-­‐authored	
  a	
  book	
  on	
  real-­‐=me	
  marke=ng	
  called	
  
Newsjacking:	
  The	
  Urgent	
  Genius	
  of	
  Real-­‐=me	
  Adver=sing	
  
published	
  by	
  Thames	
  &	
  Hudson	
  in	
  April	
  2013.	
  	
  
	
  	
  
Channeled	
  his	
  love	
  for	
  football	
  to	
  develop	
  content	
  strategy	
  
for	
  the	
  UK’s	
  top	
  YouTube	
  Originals	
  channel	
  Copa90.	
  	
  
	
  
Helps	
  clients	
  like	
  Adidas,	
  Dove,	
  Samsung,	
  Sony	
  and	
  Philips	
  
develop	
  real-­‐=me	
  content	
  at	
  agencies	
  like	
  AKQA,	
  Lean	
  Mean	
  
Figh=ng	
  Machine,	
  iris,	
  Cheil,	
  Edelman,	
  etc.	
  	
  

Builds	
  real-­‐=me	
  content	
  labs	
  in	
  agencies	
  	
  -­‐-­‐	
  from	
  designing	
  the	
  
physical	
  space	
  to	
  hiring	
  staff	
  to	
  re-­‐working	
  approval	
  processes.	
  
	
  	
  
Leads	
  workshops	
  for	
  his	
  own	
  consultancy	
  Real-­‐=me	
  Content	
  Labs	
  
and	
  for	
  Bri=sh	
  Design	
  &	
  Art	
  Direc=on	
  (D&AD).	
  	
  
	
  	
  
Speaks	
  at	
  conferences	
  like	
  SXSW,	
  Digital	
  Shoreditch,	
  Silicon	
  Beach	
  
and	
  Internet	
  Week	
  Europe	
  on	
  social	
  TV,	
  comedy,	
  real-­‐=me	
  
marke=ng	
  and	
  millennial	
  mentoring.	
  	
  
	
  	
  
Speaks	
  at	
  internal	
  events	
  for	
  BBC	
  Comedy,	
  BBC	
  Future	
  Media,	
  the	
  
Financial	
  Times,	
  MTV	
  etc.,	
  as	
  well	
  as	
  numerous	
  ad/PR	
  agency	
  
inspira=on	
  sessions.	
  	
  	
  
	
  	
  

T:	
  @jonburkhart	
  W:	
  UrgentGenius.com	
  E:	
  jon@realBmecontentlabs.com	
  	
  

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Snackability Study #01: Meme-ification of "Social Media Explained With Donuts"

  • 1. Snackability  Study  #01:  The    “Social  Media  Explained  In  A  Chart”  Meme  
  • 2. Welcome  To  The  1st  EdiCon  Of  My  Study  Of  Memes  or  Topical  Events.  This     Series  Will  Help  You  Create  Your  Own  AddicCve  Content  For  B2B/B2C  Brands  
  • 3. The  Next  20  Slides  Summed  Up  In  One  Tweet:  If  You  Want  it  To  S=ck,  Use     Something  With  Built-­‐in  Snackability.  It  Helps  If  That  Thing  is  Donuts  Or  Bacon.    
  • 4. Our  Meme  Story  begins  with  Doug  Ray.  He’s  a  weird  PiNsburgher.   An  agency  guy.  A  Buzzfeed  legend.  A  lover  of  bacon.  And  donuts?  
  • 5. Doug  mindlessly  snapped  this  aSer  a  mee=ng  in  January  2012.    
  • 6. In  2  years,  Doug’s  diNy  has  been  shared  over  100K  =mes.  Just  last  month,   SunnyGirl  &  Ingrid  Nilsen  tweeted  it  and  had  573  total  retweets.  
  • 7. It’s  morphed  into  social  Media  via  just  about  anything  you  can  imagine.   Cookies.  Beer.  Burgers.  Same  story,  different  addic=on.    
  • 8. It’s  taken  on  a  variety  of  different,  more  visually  appealing  forms.    
  • 9. On  Reddit,  the  café  chalkboard  version  fared  beNer  than  the  original.  
  • 10. Or  turn  that  chalk  board  into  Donut  Art.  I   would  buy  this.     Some  execu=ons  add  other  networks  like  StumbleUpon  which  is  fun.   ©  Cris=na  Bianchi  2013.  
  • 11. Or  turn  that  chalk  board  into  Donut  Art.  I   would  buy  this.     Others  stuck  with  the  same  networks  but  added  more  fun  copy.     ©  Cris=na  Bianchi  2013.  
  • 12. Or  turn  that  chalk  board  into  Donut  Art.  I   would  buy  this.     Brilliant  design  by  Cris=na  Bianchi.   Social  media  donut  art?  Yes,  please.  Add  more  networks,  make   the  copy  more  fun  and  I’d  buy  it  for  my  man  cave.     ©  Cris=na  Bianchi  2013.  
  • 13. Or  turn  that  chalk  board  into  Donut  Art.  I   would  buy  this.     From  art  to  video.  This  guy  filmed  it  to  promote  his  new  app.     ©  Cris=na  Bianchi  2013.  
  • 14. Or  turn  that  chalk  board  into  Donut  Art.  I   would  buy  this.     An  Urgent  Genius  made  it  topical.  How  does  John  Kerry  eat  his?     ©  Cris=na  Bianchi  2013.  
  • 15. Or  turn  that  chalk  board  into  Donut  Art.  I   would  buy  this.     Break  the  rules.  Cats  aren’t  food.  Cats  are  the  bacon  of  pets  though.     ©  Cris=na  Bianchi  2013.  
  • 16. Or  turn  that  chalk  board  into  Donut  Art.  I   would  buy  this.     Cats  work  well.  Just  ask  Buzzfeed.  Newsflash:  They  started  this   meme  in  2011.  It  was  originally  about  the  fine  art  of  urina=on.   ©  Cris=na  Bianchi  2013.  
  • 17. Or  turn  that  chalk  board  into  Donut  Art.  I   would  buy  this.     Gavon  at  Buzzfeed  re-­‐wrote  his  original  effort  (below  leS)  with   funnier  jokes  for  Reddit,  Insta-­‐selfie  and  G+  and  MySpace  slams.   ©  Cris=na  Bianchi  2013.  
  • 18. Or  turn  that  chalk  board  into  Donut  Art.  I   would  buy  this.     Doug  acknowledged  the  Buzzfeed  Pee  ar=cle.  A  brilliant  move.       ©  Cris=na  Bianchi  2013.  
  • 19. Or  turn  that  chalk  board  into  Donut  Art.  I   would  buy  this.     Content  Snackability  Summary:  Be  a  sponge.  Experiment.  Take  loads   of  liNle  bets.  Have  fun.  Stay  relevant.  Get  on  Buzzfeed.  Own  your   idea.  Don’t  copy.  Take  it  to  a  new  snackable  place.  Be  more  Doug.     ©  Cris=na  Bianchi  2013.  
  • 20. Or  turn  that  chalk  board  into  Donut  Art.  I   would  buy  this.     What’s  next?  Let’s  improve  on  this  for  your  client.  ris=na  Bworked  for  Northeast   ©  C If  it   ianchi  2013.   Ohio  Media  Group,  it  can  work  for  you.  All  they  added  to  the  conversa=on   was  Snapchat  and  rad  bacon  =es.  To  be  con=nued  in  a  workshop  near  you.    
  • 21. In  my  workshop,  we  look  at  case  studies  like  this  in  an  interac=ve  way   using  inves=ga=ve  storytelling.  Places  limited.  In=macy  and  snackability   must  be  preserved  at  all  costs  Link:  hNp://bit.ly/ContentSnackability   Follow  me  on  TwiNer  for  Informa=on  about  future  workshops.     T:  @jonburkhart  W:  UrgentGenius.com  E:  jon@realBmecontentlabs.com    
  • 22. Jon  Burkhart  started  the  world’s  first  blog  dedicated  solely  to   real-­‐=me  marke=ng  in  2010.  He  also…       Co-­‐authored  a  book  on  real-­‐=me  marke=ng  called   Newsjacking:  The  Urgent  Genius  of  Real-­‐=me  Adver=sing   published  by  Thames  &  Hudson  in  April  2013.         Channeled  his  love  for  football  to  develop  content  strategy   for  the  UK’s  top  YouTube  Originals  channel  Copa90.       Helps  clients  like  Adidas,  Dove,  Samsung,  Sony  and  Philips   develop  real-­‐=me  content  at  agencies  like  AKQA,  Lean  Mean   Figh=ng  Machine,  iris,  Cheil,  Edelman,  etc.     Builds  real-­‐=me  content  labs  in  agencies    -­‐-­‐  from  designing  the   physical  space  to  hiring  staff  to  re-­‐working  approval  processes.       Leads  workshops  for  his  own  consultancy  Real-­‐=me  Content  Labs   and  for  Bri=sh  Design  &  Art  Direc=on  (D&AD).         Speaks  at  conferences  like  SXSW,  Digital  Shoreditch,  Silicon  Beach   and  Internet  Week  Europe  on  social  TV,  comedy,  real-­‐=me   marke=ng  and  millennial  mentoring.         Speaks  at  internal  events  for  BBC  Comedy,  BBC  Future  Media,  the   Financial  Times,  MTV  etc.,  as  well  as  numerous  ad/PR  agency   inspira=on  sessions.           T:  @jonburkhart  W:  UrgentGenius.com  E:  jon@realBmecontentlabs.com