Remember what a big deal stickiness used to be? Dotcom executives loved using the word. First, they'd talk about eyeballs on their site. Then, they'd wax poetic about stickiness. 'Steve, guess how long the average visitor stays on www.fallenarches.com? Three minutes! That kills our competitors' numbers. Kills! Buries! Annihilates! We are so friggin' sticky!'
When the dotcom bubble burst, it took those annoying executives and their eyeballs along for the ride. But, somehow the word stickiness survived.
In fact, stickiness is still considered by many as a key barometer in today's social media world.
Stickiness is used to describe the time a visitor spends on a website. Conventional wisdom holds that the stickier the site, the more enriching the end user experience (and the more successful the site).
Not so, says Sam Ford, Henry Jenkins and Joshua Green, who will join me for a webinar on the subject this Friday at 1p.m. EST (Register
here for this free webinar, "Moving from "Sticky" to "Spreadable": The
antidote to "Viral Marketing" and the Broadcast Mentality")
Messrs. Ford, Jenkins and Green are affiliated with M.I.T's highly-regarded Convergence Culture Consortium, whose mission is to provide some clarity and make some sense of the seismic digital changes happening all around us (note: Sam Ford also happens to be Peppercom's director of customer insights).
The trio believe web success is all about spreadability and not stickiness. Spreadability, they say, should be the watchword of the day. It's not about how long someone stays on a site but, rather, how they share (or spread) the information contained on it and with whom.
Spreadability is critical to success in social media. But, understanding how to create content that others will find spreadable isn't easy.
On Friday, Ford, Jenkins and Green will share best and worst practices, tips on how to create your own speadable content and explain why 'viral' may make sense in medical nomenclature, but shouldn't be included in your tech talk.
Just think: a Friday afternoon with Repman and three academics discussing spreadability on the web. Aside from another Phillies victory, what more could you possibly ask for?