How to Shape Human Behavior

24 important takeaways from this documentary:

00:10:01 “The icons of this generation are the ‘Like’ button, the ‘Tweet’ button, the ‘Rebog’ button. This is the biggest transformation that we’ve had in terms of communicating with consumers in our lifetime, and to not learn how to participate in those channels is outrageous; to stand on the sidelines is not an option.” – Bonin Bough, VP of Global Media, Mondelêz Int’l

00:12:48 “All those selfies you take and post on Instagram helped that company to sell for over a billion dollars. Send a tweet, and you help raise the value of Twitter to around $30 billion. Facebook is valued at around $140 billion. Those numbers aren’t based on profits, those prices are based on the number of likes they can generate; and likes don’t generate themselves.” – Douglas Rushkoff

00:13:10 “Likes don’t generate themselves. Thats why companies need kids to stay online clicking, and liking, and tweeting. They do that by giving kids the chance to be a part of the game: fame by association. Reach out to anybody, and there’s an implied promise that they might reach back.” – Douglas Rushkoff

00:15:50 “Social media is all about sharing; and that includes sharing the wealth. When kids with large audiences work together, everyone benefits.” – Douglas Rushkoff

00:16:15 “There’s no point in not wanting all of us to help each other be successful and rise together.” – Tyler Oakley

00:17:57 “It used to be that if a kid didn’t have any connections, hardwork and talent were the only path to fame; and even that was no guarantee. But today you can build and leverage a social network.” – Douglas Rushkoff

00:18:45 “(You might) have genuine talent, but that’s beside the point. To get ahead you need to attach yourself to others who have mastered the game of ‘likes.’ It’s basically just merging all the fan bases together. – Douglas Rushkoff & Liam Horne

00:20:50 “You need to stop worrying about your followers and start worrying about the money.” – Steven Fernandez

00:23:04 Lots of people can do what you do. What you need is a way to cut through the clutter. – Douglas Rushkoff

00:25:50 If you don’t have a zillion hits, then you generally won’t get noticed by a sponsor.

00:30:18 If you’re connected to a person and that person likes a brand, and then you like the person and then as a result you like the same product, then now you’ve got a double-endorsement to your friends. – Oliver Luckett, CEO of the Audience

00:30:58 Get social media, then use social media to promote your career, brand, product, etc so that you get to the point where you have a social media network that you can sell. That is every SMART person’s goal with social media. You are your own media company. – Douglas Rushkoff and Oliver Luckett, CEO of the Audience

00:31:47 Start with the research and strategy phase where you really dig into who your audience is, and then figure out how your audience uses social media to communicate… The challenges would be using that audience in the way that you want to use them in order to see the results you’re looking for. Instead of selling the product to the audience, get the audience to sell your product for you.  – Kendra Campbell-Milburn, Sr. Director for TGVLA & Douglas Rushkoff

[EDITOR’S NOTE: For more information on how brands collect and sort through your data, check out my interview with Data Consultants Samantha Bilodeau and Thomas Palugan]

00:34:04 What’s designed to look like a grass roots wave of excitement is actually a meticulously planned marketing strategy. It may be catching fire, but it was doused with gasoline beforehand. – Douglas Rushkoff

00:34:16 Day-by-day, hour-by-hour; absolutely nothing is left to chance. Your goal is to create a controlled brush-fire online to the point where the fans are convincing each other. All the little tid-bits you give them serves as fuel for the fire you’re trying to create… That is how brands both keep interest up and prep for the next one.

From the beginning to the end, every bit of the marketing strategy is being manipulated; a year out. – Brooks Barnes of The New York Times

00:34:45 Consumers aren’t just being marketed to, they’re actually part of the marketing campaign itself. – Douglas Rushkoff

00:37:02 Your consumer is your marketer. That is a real shift because it used to  be a one way conversation of the marketer to the consumer, and now your consumer is doing as much as the marketer is and getting the message across; consumers are wanting to be as much a part of the process as the company will let them be. -Jane Buckingham, President of Trendera

00:41:10 Surprisingly, consumers can always tell when you’re ‘pushing’ something. So try to keep it transparent and honest because consumers know it’s your job and they know that you have to pay bills. – Tyler Oakley

00:41:55 ‘Selling out’ is not selling it anymore; it’s sort of getting the brass ring. If you get a brand to send you stuff, that brand realizes that you’re important enough that you’re an importance audience to reach. –Jason Calacanis, Founder of Insider.com

00:42:17 ‘Selling out’ doesn’t even exist as a term anymore. You don’t hear young people talking about selling out; I’m not even sure that they know what it means. – Alissa Quart, Author of Republic of Outsiders

00:43:17 Can you really win when you don’t make the rules? Maybe that’s why some of them are opting to become the game makers themselves. – Douglas Rushkoff

00:45:07 A seamless blend of marketing, media and everyday life; every moment of your consumer’s life can be turned into a branding opportunity. There are nuances in how you present things that create different psychological responses. Don’t even call yourself an ‘ad’ to consumers: call yourself ‘rewards’ and ‘moments.’ As consumers go out and experience the world, the things that make the most impact are the things that seemingly come up serendipitiously. Serendipity by design. -Brian Wong of Kiip and Douglas Rushkoff

00:49:50 Kids take the very marketing techniques that have been used on them, and use them on one another; all in pursuit of the same prize. – Douglas Rushkoff

00:50:30 Getting likes feels good; at least in the moment.  – Douglas Rushkoff