Early morning hours: 1. Submitted to a lot of film festivals, withdrew lethal face card, accomplished module 1 of viral marketing. Viral Marketing lessons SUCCEs 1. Simple - one thing 2. Unexpected - reversal or inversion of expectations, novelty 3. Concrete - show solid details less abstract- kidney 4. Credible - need a reference point, frame into context, scale 5. Emotion - playing on emotion, get people to care - anger, anxious, excited, surprised, build up 1. Three whys - to reach to a core—why do people want to use search, find info, accomplish thing, dig deeper to emotion like connect with others, be with friends and family, make lives better 2. Addendum - what people value - you used this when you talked about being rejected by NSTP classmate 6. It takes just more than one: social proof waiting in line—swarm, gatekeeping 7. Popular things become even more popular 8. shortcut to judgment — kidney informational influence—law of numbers 9. Attainability, status, gatekeeping—meaning of symbols, identity 10. STEPPS - word of mouth 1. Social currency-Inner remarkability-hotdogs-special, exclusive, in-the-know-show blender power instead of telling 2. Trigger- top-of-mind-tip of the tongue-links and slogans 3. Emotion-Google using core emotions to get us to care about searching-someone to root for 1. anxiety-anger-higher arousal activation emotions exciting not content—basically agitate 4. Public—showing means it’s easier to imitate, monkey see 5. Practical Value 1. valuable information to help people 2. frame numbers 6. Stories 1. vehicles for kernel or attribute, trojan horse 11. Social Networks 1. Random TikTok 1. 85% rule—if you make mistakes 15% of the time you are in optimal state for learning and challenge Fatigue 12:02AM-just wish I wasn’t easily tired and foggy