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Ben Huh The Power of Humor - SIC2012
Ben Huh, CEO of Cheezburger, discusses the significance of humor and memes in branding and consumer engagement, emphasizing that humor drives brand loyalty and purchasing decisions. The document highlights the effectiveness of memes as social content and the need for brands to create culturally relevant, shareable content. It outlines a three-step process for meme campaigns, focusing on framework determination, tool development, and community engagement.
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Ben Huh The Power of Humor - SIC2012
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- 3. Cheezburger: Experts inmemes, since 2007 Google Search Results for “MEME” Search Volume Index 10.0 5.00 is born! 2006 2007 2008 2009 2010 2011 2012 Google Trends
- 4. The POWER of HUMOR
- 5. The science ofhumor “ Laughter is part of a universal language of basic emotions that all humans share. "Cross-cultural recognition of basic emotions through nonverbal emotional vocalizations", National Academy of Sciences, (2010) Laughing 100 times a day is the equivalent of 10 minutes of rowing "Advances in the Clinical Use of Humor", Handbook of Humor and Psychotherapy, William Fry & Waleed Salameh (1987) Laughter allows a person to “forget” about pains and aches. "Effects of Laughter and Relaxation on Discomfort Thresholds", Journal of Behavioral Medicine, Rosemary Cogan, (1987) Laughter strengthens the immune system by increasing infection-fighting antibodies "The Laughter-Immune Connection", American Association of Therapeutic Humor, Lee Berk, Dr.P.H., M.P.H. & Stanley Tan, M.D. Ph.D. (1996)
- 6. The power ofhumor
- 7. The power ofhumor
- 8. The power ofhumor
- 9. The power ofhumor “ The best ideas come as jokes. Make your thinking as funny as possible.” — David Ogilvy
- 10. Humor is partof every brand persona Humor OFFLINE ONLINE Encourages Sharing! Presence of Humor Brand Persona
- 11. Personality drives brandloyalty Achieving BRAND LOYALTY Developing Defines Encourages FUN ENGAGEMEN CONTENT PERSONA T
- 12. Personality drives purchasing 64% 32% say they’re more likely to have made a purchase after make a purchase from a seeing an image on a brand that interacted with social them on social media image-sharing site Bizrate Insights InboxQ, May 2011
- 13. Humor is partof every brand personality
- 14. How to befunny Make Something Funny CURATE or REMIX or CREATE what you find funny an existing meme a new meme
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- 17. What are peopledoing online? U.S. Monthly Time Spent WHERE DO THEY GO? On most heavily used Internet sectors (MILLIONS OF HOURS) Social Social Networks/Blogs Networks Games WHAT DO THEY DO? Email Portals Share Videos Images Search WHAT KIND OF IMAGES? Memes 0 100M 200M 300M 400M 500M 600M 700M 800M 900M Nielson NetView June 2010
- 18. Internet culture ismainstream culture Traffic growth of TOP 7 Internet culture sites 201M 122M 2011 2012 Quantcast
- 19. Memes are socialcontent Sharing on Cheezburger 40,000 35,000 Daily Average 30,000 25,000 239% 20,000 Increase in 15,000 sharing! 10,000 5000 0 2011 2012 Quantcast
- 20. Internet culture influenceswhat we buy 84% of Millennials believe user-generated content has influence on what they buy . (Bazaarvoice) 65% social networks when making a purchasing decision . of users aged 18-24 considered information shared on (eMarketer)
- 21. The power ofimages IMAGES Compared to text links, image posts from are more likely Cheezburger get to be promoted on Facebook 20X The Virality than status and almost updates or links. 2X *edgerankchecker.com The Reach
- 22. Why people sharesocial content It’s Effortless & Fun
- 23. Trending memes of2012 so far Trending Memes of 2012 so far
- 24. Trending memes of2012 so far THE MEME: Ermahgerd
- 25. Trending memes of2012 so far THE MEME: If You Know What I Mean
- 26. Trending memes of2012 so far THE MEME: Overly Attached Girlfriend
- 27. Trending memes of2012 so far THE MEME: Twilight Bashing
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- 29. How we deliver:the process Step 1 Determine your campaign’s meme framework Step 2 Develop effortless and fun meme tools Step 3 Harness a community to spread the meme
- 30. Your campaign, ourplatform I n t e r n e t E x p
- 31. STEP 1: Determineyour meme framework There are dozens of meme frameworks: Captions, stamps, triptychs, comparisons…
- 32. STEP 1: Determineyour meme framework Find the key component that will make the meme successful. In this case, it’s LINE CHARTS
- 33. STEP 2: Developeffortless and fun meme tools
- 34. STEP 3: Harnessa community to spread the meme Cheezburger creates a site that encourages the community to engage with the meme
- 35. Questions? Ben Huh, CEO @BenHuh [email protected]