2. Memes & Viral

3. Marketers generally forget how to be interesting because they're so interested in shaping messages. Doc Searles “The Cluetrain Manifesto”

4. Meme a cultural unit (an idea or value or pattern of behavior) that is passed from one person to another by non-genetic means (as by imitation) "memes are the cultural counterpart of genes" wordnetweb.princeton.edu/perl/webwn

5. Meme Inside joke that evolves over time by chance or through commentary, imitations and parody. Spreads swiftly and can go in and out of popularity in just days. http://en.wikipedia.org/wiki/Meme_(Internet)

6. Meme The term was coined by Richard Dawkins in the 1976 popular science bestseller, The Selfish Gene http://en.wikipedia.org/wiki/Meme_(Internet)

7. Meme Content:Saying Joke Rumor Altered images Websites Video clips Animation Offbeat Newstories http://en.wikipedia.org/wiki/Meme_(Internet)

8. Meme Propagation of digital files through: emailblogs social networking sites instant messaging http://en.wikipedia.org/wiki/Meme_(Internet)

9. 4,344,750 views Unruly Media

10. 192,813 views YouTube

11. Astroturfing Political, advertising or PR campaigns formally planned by an organization but are disguised as spontaneous, grassroots behavior. http://en.wikipedia.org/wiki/Astroturfing

12. “Piecemeal storytelling is completely counterintuitive to traditional marketers, whose instincts are to tell stories as efficiently as possible, to reveal everything they know about a topic at once.” Chip Heath, Professor, Stanford University

15. Put up websites and message boards for tiny fan base

16. Feed fan base elements from myth (missing students’ diaries)

17. Sci-Fi one-hour pseudo documentary on Blair myth including trailers

29. The Sound Bite

31. That's just not our brand, people drink Diet Coke, they don't play with Diet Coke.

33. 234% from 2005 to 2006 AdAge September 24, 2007

36. User generated content: We're tired of listening to Mr. Advertiser. But when we get the chance to speak, it's not going to be about brands. It's going to be about us. Rob Walker,Fast Company:October 1, 2007

37. Curiosity Gap The addictive pull people experience when their preconceived ideas are challenged. For the gap to work the audience needs enough backstory and a sufficient flow of detail to keep it guessing. George Loewenstein

39. Capitalize on the “curiosity gap”

40. Take time to establish a story

41. Create more gaps

42. Never slide into low-grade fiction

43. Be believable

44. Allow for participation

45. Get people motivated to figure it out for themselves

46. Allow people to have ownership over an idea.