Spreading your #categoryMeme is the third step in our Penetrate, Replicate, Spread framework, and takes off right where Replicate ends, with Enablement, then goes to Embedding and Incentivizing #CategoryMeme spread. We discussed enablement of #CategoryMeme replication in this previous post, and the great news, is the same principles apply when discussing Spreading. Here’s what we said;
Enablement – Once you’ve simplified it, create very sharable, very replicable assets and distribute them out broadly into the marketplace. Create a #CategoryMeme hashtag for your #CategoryMeme. Create a set of backlinks to a more detailed description. Create JPEG, AudioClips, Clipart, all showing and communicating the #CategoryMeme. AND VERY IMPORTANTLY, don’t just create them and share them, but let them fly into the world. Don’t trademark the #CategoryMeme or the artifacts, let the world own them!!! Share with customers, prospects, analysts, and YES EVEN COMPETITORS!!!
So we’ve done most of the work on Enablement, let’s move to Embedding and Incentivizing #CategoryMeme spread. On the topic of Embedding, we turn to our old friend Brodie writing on Meme spreading:
Some of the ways Mind Viruses encourage spreading are (by):
*Programming you with (another) meme like “get the word out before it’s too late” , pushing your “crises” and “window of opportunity” buttons
*Programming you a meme to the effect “teaching this to our children will help them”
* Programming you to evangelize the virus. Some synonyms for evangelize are …passing the favor on and enrollment
….Evangelism is the intentional spreading of memes.Brodie, Virus of the Mind, Pages 145-146
If we want to create the conditions to encourage the spread of our #CategoryMeme, we need to embed urgency, cross adoption benefit, and membership memes into our #CategoryMeme. “Do it before it’s too late”, “The more who do it, the better it gets for all of us”, “Join the amazing club”, “A call to arms” are all examples of the types of Evangelizing Memes you can embed within your #CategoryMeme to encourage those already “infected with it” to Evangelize and spread it.
Lastly, we may want to Incentivize and catalyze spread through creating both intrinsic and extrinsic rewards for spreading the #CategoryMeme. Intrinsic incentives such as the well known (but not very Google discoverable) #culturalMeme in the Jewish Community that if you make 3 “shidduchim”, introductions that lead to marriages, you’ll go straight to olam habah (heaven) . A clear incentive for spreading the religious continuity meme of marriage and procreation. In a business context recognition within the community of practice can be a powerful intrinsic reward. This can be facilitated and encouraged by #CategoryMeme designers through referencing (willing) adopters, and by creating venues and opportunities for them to promote themselves in the context of #CategoryMeme adoption. Extrinsic rewards can include affiliate and referral fees, badges and club identifiers and other tangible assets. (NFTs anyone:)).
So to encourage the spread of our #CategoryMeme, Enable, Embed and Incentivize its spread through the tools of marketing; asset creation and sharing, media and publicity, psychology and incentives, and good old #cash.
In my upcoming final post of this series, I will summarize our Penetrate, Replicate, Spread #CategoryMeme success formula.