It’s the absolute worst word that can come out of someone’s mouth. Whether a colleague, boss, client, or a doctor, if you hear the word “viral” you’re in trouble. Someone probably read "The Tipping Point" but skipped "The Outliers," or read the Cliff’s Notes on "Groundswell" and completely missed the point. Someone that thinks that all we need is for “that one idea” that is so funny, so clever, or so disruptive (without actually changing the way we’ve always done business, of course) that it will [gulp] “go viral” and our sales will go through the roof. “Go” and “viral” rarely belong in the same sentence. Let's talk about it. In this session, we'll explore unrealistic expectations, poor planning, and the belief that being really clever and hoping to get lucky trumps being really strategic and working hard to make success happen. Please join me for #viralsucks.
Craig works at the intersection of digital, media and social to create integrated marketing experiences that move businesses forward. As media director at digital agency space150, Craig leads a team of mobile, search, social and content strategists, collaborating closely with creative and technology teams to create interactive media experiences that capture audience attention in the right moments. Craig has led teams to success for clients such as Buffalo Wild Wings, American Express, Jack Link's Beef Jerky and Xcel Energy. Craig holds a bachelor of communications and media studies from Azusa Pacific University. He also taught social media at the world-renowned Miami Ad School.