![Page 1: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/1.jpg)
appetite for deconstruction...lessons in virality from axl rose
Hannah Smith, Content Strategist, Distilled @hannah_bo_banna
![Page 2: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/2.jpg)
@hannah_bo_banna
appetite for deconstruction….lessons in virality from axl rose
@hannah_bo_banna
![Page 3: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/3.jpg)
@hannah_bo_banna
this is distilled
![Page 4: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/4.jpg)
@hannah_bo_banna
we made this
![Page 5: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/5.jpg)
@hannah_bo_banna
http://www.concerthotels.com/worlds-greatest-vocal-ranges
![Page 6: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/6.jpg)
@hannah_bo_banna
1.8m page views; 100k+ ‘likes’; 4.5k+ tweets; 874 LRDs
http://www.concerthotels.com/worlds-greatest-vocal-ranges
![Page 7: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/7.jpg)
@hannah_bo_banna
insert sexy title slide here...
& this guy commented...
![Page 8: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/8.jpg)
@hannah_bo_banna
& they lived happily ever after...
![Page 9: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/9.jpg)
@hannah_bo_banna
a happy ending is nice, but rarely interesting
![Page 10: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/10.jpg)
@hannah_bo_banna
it’s about how you get there
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@hannah_bo_banna
it wasn’t always like this
![Page 12: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/12.jpg)
@hannah_bo_banna
a few years ago we made this; it got just 31 ‘likes’
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@hannah_bo_banna
we *still* don’t always get it right
![Page 14: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/14.jpg)
@hannah_bo_banna
but our strike rate has significantly improved
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@hannah_bo_banna
so...
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@hannah_bo_banna
how did we come to create this?
http://www.concerthotels.com/worlds-greatest-vocal-ranges
![Page 17: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/17.jpg)
@hannah_bo_banna
let’s start at the beginning
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@hannah_bo_banna
the client
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@hannah_bo_banna
![Page 20: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/20.jpg)
@hannah_bo_banna
the brief
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@hannah_bo_banna
objectives of the contentcore messaging
personality/brand valuestarget audiencetarget publishers
audience & publisher insightscontent competitors
off-limits
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@hannah_bo_banna
objectives
![Page 23: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/23.jpg)
@hannah_bo_banna
increase brand awareness (via press coverage, social shares & exposure on sites our target audience read)
![Page 24: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/24.jpg)
@hannah_bo_banna
earn links(to build domain authority and increase search visibility across the board)
![Page 25: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/25.jpg)
@hannah_bo_banna
core messaging
![Page 26: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/26.jpg)
@hannah_bo_banna
![Page 27: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/27.jpg)
@hannah_bo_banna
personality & brand values
![Page 28: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/28.jpg)
@hannah_bo_banna
geekyirreverent
fun
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@hannah_bo_banna
“Remember way back when the internet was accessible only via the dog whistle screech of your dial up modem?
The internet was a brave new world;albeit a decidedly slow and slightly crappy one…”
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@hannah_bo_banna
“This charming little ditty boasts many a sophisticated lyric - "Hard like Geometry, and Trigonometry" (deep, huh?),
multiple references to excrement and a heart-felt line about morning glory.”
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@hannah_bo_banna
target audience
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@hannah_bo_banna
who are we trying to reach?
![Page 33: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/33.jpg)
@hannah_bo_banna
target publishers
![Page 34: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/34.jpg)
@hannah_bo_banna
what sites do our audience read?
![Page 35: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/35.jpg)
@hannah_bo_banna
audience / publisher insights
![Page 36: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/36.jpg)
@hannah_bo_banna
what do our audience share?(& therefore)
what do our target publishers want to cover?
![Page 37: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/37.jpg)
@hannah_bo_banna
![Page 38: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/38.jpg)
@hannah_bo_banna
content competitors
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@hannah_bo_banna
who else is doing interesting stuff in the space?
![Page 40: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/40.jpg)
@hannah_bo_banna
ever wondered why all pop songs sound the same?
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@hannah_bo_banna
it’s pretty simple,they all use the same four chords...
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@hannah_bo_banna
Axis of Awesome - 4 Chords
http://www.youtube.com/watch?v=oOlDewpCfZQ
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@hannah_bo_banna
eeeek!that’s what we’re up against...
![Page 44: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/44.jpg)
@hannah_bo_banna
a quick note on ideas
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@hannah_bo_banna
an idea is a novel combination of
previously unconnected elements in a way that adds value
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@hannah_bo_banna
the axis of awesome’s 4 chords is a great example....
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@hannah_bo_banna
you’ve probably thought this:
“hmmmm a lot of pop songs sound kinda the same… why is that?”
![Page 48: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/48.jpg)
@hannah_bo_banna
the answer:
“they use the same four chords…”
![Page 49: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/49.jpg)
@hannah_bo_banna
you could just write a list of all the songs that use the same chords...
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@hannah_bo_banna
meh
![Page 51: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/51.jpg)
@hannah_bo_banna
it’s not until you show me that I really get it
![Page 52: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/52.jpg)
@hannah_bo_banna
an idea is a novel combination of
previously unconnected elements in a way that adds value
![Page 53: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/53.jpg)
@hannah_bo_banna
why do pop songs sound the same?
they use the same 4 chords
bring it to life with a mash up
combining previously
unconnected elements
execute in a way that adds value
![Page 54: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/54.jpg)
@hannah_bo_banna
how did we come up with this idea?
![Page 55: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/55.jpg)
@hannah_bo_banna
kick off with some questions:
could we look at why or how the different genres changed?
what if we could take one tune and make it change through the genres, e.g. make it funk, heavy metal…?
what if you could make your own super group?
![Page 56: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/56.jpg)
@hannah_bo_banna
explore ideas...
![Page 57: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/57.jpg)
@hannah_bo_banna
intended to search for vocal solo...
but was curious about this auto suggest...
![Page 58: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/58.jpg)
@hannah_bo_banna
found the range place(http://therangeplace.forummotions.com/f1-range-stuff)
![Page 59: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/59.jpg)
@hannah_bo_banna
hmmmmmmm
![Page 60: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/60.jpg)
@hannah_bo_banna
who’s the greatest singer is something that’s debated endlessly…
could we add to the conversation?
![Page 61: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/61.jpg)
@hannah_bo_banna
the idea
![Page 62: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/62.jpg)
@hannah_bo_banna
illustrate the vocal range of some of the most popular singers
![Page 63: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/63.jpg)
@hannah_bo_banna
how?
![Page 64: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/64.jpg)
@hannah_bo_banna
use vocal range data from the Range Place
![Page 65: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/65.jpg)
@hannah_bo_banna
use Rolling Stone’s Greatest Singers of all Timeas a seedlist
![Page 66: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/66.jpg)
@hannah_bo_banna
but the list from Rolling Stone is a little old - shouldn’t we also include current artists?
![Page 67: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/67.jpg)
@hannah_bo_banna
solution: add in The Billboard Music Award 2014 nominees
for top male and female artist
![Page 68: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/68.jpg)
@hannah_bo_banna
so we *think* this is a good idea,but how do you know for sure?
![Page 69: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/69.jpg)
@hannah_bo_banna
you can’t ever be 100% certain
![Page 70: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/70.jpg)
@hannah_bo_banna
but you can improve your strike rate
![Page 71: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/71.jpg)
@hannah_bo_banna
we’re interested in what makes an idea memorable & shareable
![Page 72: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/72.jpg)
@hannah_bo_banna
by deconstructing the success of othersyou can improve your own chances
![Page 73: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/73.jpg)
@hannah_bo_banna
http://www.concerthotels.com/worlds-greatest-vocal-ranges
![Page 74: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/74.jpg)
@hannah_bo_banna
authors Chip & Dan Heath identified 6 factors make an idea ‘stick’:
simpleunexpectedconcretecredibleemotionalstory
![Page 75: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/75.jpg)
@hannah_bo_banna
& we’ve added one of our own:
simpleunexpectedconcretecredibleemotionalstoryshareable
![Page 76: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/76.jpg)
@hannah_bo_banna
we evaluate our ideas based on these criteria
![Page 77: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/77.jpg)
@hannah_bo_banna
you don’t need to hit all 7, but it helps you evaluate multiple ideas & see
which looks to be the strongest
it’s also a great set of criteria to refer back to as you’re developing a piece
![Page 78: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/78.jpg)
@hannah_bo_banna
simple
![Page 79: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/79.jpg)
@hannah_bo_banna
this is much harder than it sounds
![Page 80: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/80.jpg)
@hannah_bo_banna
if you can’t explain it to a 6 year old, you don’t understand it yourself
~ Albert Einstein
![Page 81: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/81.jpg)
@hannah_bo_banna
our idea sounds simple enough,but we had to accept that we were talking about
a concept which is difficult for some people to grasp
![Page 82: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/82.jpg)
@hannah_bo_banna
http://www.concerthotels.com/worlds-greatest-vocal-ranges
![Page 83: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/83.jpg)
@hannah_bo_banna
we acknowledged that it wouldn’t be as simple as axis of awesome’s 4 chords
however
we felt that enough people would understand the concept & we’d made it as simple as we could to understand
![Page 84: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/84.jpg)
@hannah_bo_banna
unexpected
![Page 85: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/85.jpg)
@hannah_bo_banna
we struck gold
![Page 86: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/86.jpg)
@hannah_bo_banna
wait, what?
![Page 87: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/87.jpg)
@hannah_bo_banna
![Page 88: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/88.jpg)
@hannah_bo_banna
if mariah carey came out on top, the piece wouldn’t have been so successful
![Page 89: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/89.jpg)
@hannah_bo_banna
concrete
![Page 90: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/90.jpg)
@hannah_bo_banna
we’re going to
win the space race
~ not said by JFK
![Page 91: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/91.jpg)
@hannah_bo_banna
‘win the space race’is an abstraction
it’s intangible, no one knows what you mean
![Page 92: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/92.jpg)
@hannah_bo_banna
we’re going to put
a man on the moon
~ JFK
![Page 93: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/93.jpg)
@hannah_bo_banna
you can help make ideas concrete with the language you use to describe them
![Page 94: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/94.jpg)
@hannah_bo_banna
what exactly were we trying to say here?
![Page 95: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/95.jpg)
@hannah_bo_banna
who is the best singer?
![Page 96: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/96.jpg)
@hannah_bo_banna
![Page 97: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/97.jpg)
@hannah_bo_banna
vocal range ≠ quality
![Page 98: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/98.jpg)
@hannah_bo_banna
axl has the biggest vocal range,we’re not saying he’s the best singer
![Page 99: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/99.jpg)
@hannah_bo_banna
the visuals you use are important too
good data visualisation helps make abstract concepts more concrete
![Page 100: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/100.jpg)
@hannah_bo_banna
abstract concept
made more concrete with the visual
![Page 101: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/101.jpg)
@hannah_bo_banna
credible
![Page 102: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/102.jpg)
@hannah_bo_banna
comes in two flavours:
![Page 103: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/103.jpg)
@hannah_bo_banna
is the data credible?
![Page 104: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/104.jpg)
@hannah_bo_banna
credible enough for our purposes
![Page 105: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/105.jpg)
@hannah_bo_banna
is this credible coming from concerthotels.com?
![Page 106: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/106.jpg)
@hannah_bo_banna
only if we’re clear that we talking about thevocal ranges of the world’s greatest singers
![Page 107: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/107.jpg)
@hannah_bo_banna
we can’t credibly claim to saywho the greatest singer is
![Page 108: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/108.jpg)
@hannah_bo_banna
we’ll leave that to these guys...
![Page 109: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/109.jpg)
@hannah_bo_banna
emotional
![Page 110: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/110.jpg)
@hannah_bo_banna
this provokes an emotional reaction
![Page 111: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/111.jpg)
@hannah_bo_banna
![Page 112: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/112.jpg)
@hannah_bo_banna
would our piece?
![Page 113: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/113.jpg)
@hannah_bo_banna
again here, we struck gold
![Page 114: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/114.jpg)
@hannah_bo_banna
we knew this was something people were likely to get emotional about - but we didn’t realise
just how emotional they’d get
![Page 115: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/115.jpg)
@hannah_bo_banna
![Page 116: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/116.jpg)
@hannah_bo_banna
“this list is emblematic of the decline of western civilisation…” ~ commentor on the Daily Mail’s coverage
![Page 117: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/117.jpg)
@hannah_bo_banna
“this ‘list’ seems very incomplete”
“I can’t believe they didn’t contact you to round the selections out.”~ conversation on HuffPo’s coverage
![Page 118: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/118.jpg)
@hannah_bo_banna
“whoever made this list is mentally ill”~ commentor on Rolling Stone
![Page 119: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/119.jpg)
@hannah_bo_banna
story
![Page 120: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/120.jpg)
@hannah_bo_banna
have you uncovered a story?
![Page 121: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/121.jpg)
@hannah_bo_banna
again here, we struck gold
![Page 122: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/122.jpg)
@hannah_bo_banna
wait, what?
![Page 123: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/123.jpg)
@hannah_bo_banna
plus we also had the Billboard Music Awards nominees in there
![Page 124: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/124.jpg)
@hannah_bo_banna
that turned out to be less important
![Page 125: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/125.jpg)
@hannah_bo_banna
this guy was the story
![Page 126: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/126.jpg)
@hannah_bo_banna
shareable
![Page 127: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/127.jpg)
@hannah_bo_banna
would someone look good sharing this?
![Page 128: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/128.jpg)
@hannah_bo_banna
we felt that the unexpected result+
the emotion (both positive & negative) sparked by the piece
would cause people to share the piece
![Page 129: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/129.jpg)
@hannah_bo_banna
again here, we struck gold
![Page 130: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/130.jpg)
@hannah_bo_banna
& the piece went far further than we thought possible
![Page 131: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/131.jpg)
@hannah_bo_banna
hindsight is 20/20
it’s different when you’re in the moment
![Page 132: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/132.jpg)
@hannah_bo_banna
we *always* get nervous before launching a piece
![Page 133: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/133.jpg)
@hannah_bo_banna
![Page 134: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/134.jpg)
@hannah_bo_banna
you can never be 100% confident
![Page 135: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/135.jpg)
@hannah_bo_banna
here are some of the things we debated pre-launch
![Page 136: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/136.jpg)
@hannah_bo_banna
do we need more functionalityto help people understand the piece?
![Page 137: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/137.jpg)
@hannah_bo_banna
http://www.concerthotels.com/worlds-greatest-vocal-ranges
![Page 138: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/138.jpg)
@hannah_bo_banna
should we include clips of the artists singingthose notes?
![Page 139: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/139.jpg)
@hannah_bo_banna
a nice feature, but are we just adding complexity?
![Page 140: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/140.jpg)
@hannah_bo_banna
can we even do that - what about music rights?
![Page 141: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/141.jpg)
@hannah_bo_banna
should the keyboard work?
![Page 142: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/142.jpg)
@hannah_bo_banna
http://www.concerthotels.com/worlds-greatest-vocal-ranges
![Page 143: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/143.jpg)
@hannah_bo_banna
we included the visual of the keyboard to help people ‘see’ the vocal range but would hearing it help?
![Page 144: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/144.jpg)
@hannah_bo_banna
again, a nice feature, but would it actually aid understanding?
![Page 145: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/145.jpg)
@hannah_bo_banna
what are the implications of doing that?
what will it cost?will we have to delay launch?
![Page 146: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/146.jpg)
@hannah_bo_banna
we have a responsibility to our clientsto get the best results for the least investment
![Page 147: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/147.jpg)
@hannah_bo_banna
our job isn’t to build the most excellent thinger on the internet
![Page 148: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/148.jpg)
@hannah_bo_banna
our job is to get results for our clients
![Page 149: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/149.jpg)
@hannah_bo_banna
we debated delaying the launch to increase functionality
![Page 150: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/150.jpg)
@hannah_bo_banna
but if we did that we’d miss our window with the Billboard Music Awards
& we thought that was a great hook
![Page 151: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/151.jpg)
@hannah_bo_banna
we decided that the added functionality wasn’t necessary to the success of the piece
![Page 152: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/152.jpg)
@hannah_bo_banna
in this instance we were right
![Page 153: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/153.jpg)
@hannah_bo_banna
however, less functionality
shouldn’t be your default position
![Page 154: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/154.jpg)
@hannah_bo_banna
there will be instances where functionality is necessary
![Page 155: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/155.jpg)
@hannah_bo_banna
152k ‘likes’; 12.6k tweets; 739 LRDs
http://www.thomson.co.uk/blog/wp-content/uploads/infographic/interactive-music-map/index.html
![Page 156: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/156.jpg)
@hannah_bo_banna
152k ‘likes’; 12.6k tweets; 739 LRDs
http://www.thomson.co.uk/blog/wp-content/uploads/infographic/interactive-music-map/index.html
![Page 157: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/157.jpg)
@hannah_bo_banna
152k ‘likes’; 12.6k tweets; 739 LRDs
http://www.thomson.co.uk/blog/wp-content/uploads/infographic/interactive-music-map/index.html
![Page 158: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/158.jpg)
@hannah_bo_banna
152k ‘likes’; 12.6k tweets; 739 LRDs
http://www.thomson.co.uk/blog/wp-content/uploads/infographic/interactive-music-map/index.html
![Page 159: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/159.jpg)
@hannah_bo_banna
if this piece had been static as opposed to animated, it wouldn’t have told the story
& we wouldn’t have got the results
![Page 160: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/160.jpg)
@hannah_bo_banna
so what happened when we launched the vocal ranges piece?
![Page 161: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/161.jpg)
@hannah_bo_banna
there were 4 waves of coverage
![Page 162: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/162.jpg)
@hannah_bo_banna
wave 1: coverage focused on a claim that wasn’t made in the piece:
Axl Rose was being named as the greatest singer of all time
![Page 163: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/163.jpg)
@hannah_bo_banna
![Page 164: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/164.jpg)
@hannah_bo_banna
wave 2: journalists slate others for drawing
inaccurate conclusions from the piece
![Page 165: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/165.jpg)
@hannah_bo_banna
![Page 166: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/166.jpg)
@hannah_bo_banna
wave 3: counter-claim: Mike Patton (Faith No More) is found to have
the greatest vocal range
![Page 167: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/167.jpg)
@hannah_bo_banna
![Page 168: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/168.jpg)
@hannah_bo_banna
wave 4: Axl Rose comments
![Page 169: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/169.jpg)
@hannah_bo_banna
![Page 170: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/170.jpg)
@hannah_bo_banna
controversy attracts coveragebut not always in the way you might expect...
![Page 171: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/171.jpg)
@hannah_bo_banna
it can be hard to get a brand mention for a piece of content - particularly when you’re not using proprietary data
![Page 172: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/172.jpg)
@hannah_bo_banna
but when journalists are attempting to deflect the trollsthey’ll mention the brand early & prominently
![Page 173: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/173.jpg)
@hannah_bo_banna
![Page 174: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/174.jpg)
@hannah_bo_banna
please note:
![Page 175: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/175.jpg)
@hannah_bo_banna
1.8m page views; 100k+ ‘likes’; 4.5k+ tweets; 874 LRDs
http://www.concerthotels.com/worlds-greatest-vocal-ranges
![Page 176: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/176.jpg)
@hannah_bo_banna
results like this don’t just *happen*
![Page 177: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/177.jpg)
@hannah_bo_banna
we spent over 60 hours promoting this piece
![Page 178: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/178.jpg)
@hannah_bo_banna
& our efforts paid off
![Page 179: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/179.jpg)
@hannah_bo_banna
the bigger picture
![Page 180: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/180.jpg)
@hannah_bo_banna
getting good at this stuff is hard
![Page 181: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/181.jpg)
@hannah_bo_banna
no, really hard
![Page 182: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/182.jpg)
@hannah_bo_banna
there’s a few things we do which we think have helped us get better
![Page 183: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/183.jpg)
@hannah_bo_banna
focus on ideas, not formats
![Page 184: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/184.jpg)
@hannah_bo_banna
an idea is a novel combination of
previously unconnected elements in a way that adds value
![Page 185: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/185.jpg)
@hannah_bo_banna
a music infographic is not an idea;it’s a format
![Page 186: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/186.jpg)
@hannah_bo_banna
know your sh*t
![Page 187: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/187.jpg)
@hannah_bo_banna
has this already been done?is it possible to do this?
will our audience share it?will our target publishers cover it?
have we got proof something like this as worked before?
![Page 188: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/188.jpg)
@hannah_bo_banna
know you’re sh*t
![Page 189: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/189.jpg)
@hannah_bo_banna
or more accurately,when your ideas are sh*t
![Page 190: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/190.jpg)
@hannah_bo_banna
http://www.concerthotels.com/worlds-greatest-vocal-ranges
![Page 191: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/191.jpg)
@hannah_bo_banna
evaluate all your ideas
simple / unexpected / concrete / credible /emotional / story / shareable
to give yourself the best chance of success
![Page 192: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/192.jpg)
@hannah_bo_banna
good luck out there x
![Page 193: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/193.jpg)
@hannah_bo_banna
thank you ☺
![Page 194: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/194.jpg)
@hannah_bo_banna
Hannah SmithContent Strategist, Distilled caffeine addict; book worm; would really like a unicorn...
send cat pictures or questions to:
![Page 195: Appetite for Deconstruction, Lessons in Virality from Axl Rose. OMCap 2014](https://reader033.vdocuments.mx/reader033/viewer/2022052522/547e6b47b37959532b8b5496/html5/thumbnails/195.jpg)
credits
Images:axl - http://www.nolandalla.com/wp-content/uploads/2014/02/axl-rose.jpghappy ever after - http://img.ffffound.com/static-data/assets/6/c8972ec570efebca114372a3895032aeb98e5858_m.jpgstrike: http://www.twobluecommunications.com/wp-content/uploads/2013/10/bowling.jpgunexpected - http://thabto.files.wordpress.com/2013/07/shocked-face.jpgemotional - http://adland.tv/ooh/feed-sa-trolley-ambient-south-africagold - http://www.4khdwallpapers.com/wp-content/uploads/2014/04/gold-texture-wallpaper-7.jpgno - http://33.media.tumblr.com/tumblr_m9w1aqMfCG1qz6f9yo1_r2_500.jpgrolling stone cover - http://media-cache-ak0.pinimg.com/236x/d8/0c/41/d80c41d517f2fbe3bd86614d506832b3.jpgaudience - http://theculturevulture.co.uk/blog/wp-content/uploads/2014/01/audience.jpgswing - https://www.flickr.com/photos/21745851@N00/4805435840danbo - https://www.flickr.com/photos/nomadic_lass/6889892777/in/set-72157629144987013unicorn - http://queenofheartsonthesleeve.tumblr.com/post/58736423727/ok-not-much-but-here-it-is-3
Big love to to the wonderful Distilled folks who helped me put this together:Adria Saracino, Mark Johnstone, Paddy Moogan, Phil Nottingham, Tim Allen, & Will Critchlow