The Science of Sharing by Cat Jones at Chinwag Psych

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The Science of Sharing by Cat Jones at Chinwag Psych

  1. 1. @catrjones@unrulymediaUnruly SHARERANk™The science of Sharing@catrjones@unrulymedia
  2. 2. @catrjones@unrulymediaMyth #1You can’t predict Sharing@catrjones@unrulymedia
  3. 3. @catrjones@unrulymedia Since 2006: >300BN Video Streams
  4. 4. @catrjones@unrulymediaIn conjunction with leading academics, wehave identified the metrics that mostsignificantly influence shareability, and usedVVC data to weight them and develop ourproprietary Unruly ShareRankTM algorithm.References: unrulymedia.com/further-reading
  5. 5. @catrjones@unrulymediaUnruly ShareRankTM helpscreate contagious contentPredict earned media & usecontent characteristics toinform distributionstrategyOptimize videocontent tointensifyshareabilityUnruly ShareRankTMIDEATION PRODUCTION PRE-TESTING DISTRIBUTIONRESEARCHTest your recent content &compare it to your sectorand competitors to informcontent strategy
  6. 6. @catrjones@unrulymediaShareability FactorsBasic Emotions Primal responses Cognitive ResponsesIntensity Emotional Valence schema disruptionSocial Motivation Memorability EnjoyabilityMEDIUM favourability interpanel agreementMore …100 +
  7. 7. @catrjones@unrulymedia
  8. 8. @catrjones@unrulymedia
  9. 9. @catrjones@unrulymediaPsychological Responses
  10. 10. @catrjones@unrulymediaTrend for Empty 2013:Prankverts: Hilarity + SurpriseNivea: The Stresstest Heineken: The CandidateCow & Gate SupergroupHilarity + Warmth + HappinessFiat: The MotherhoodThree: The PonyPepsi: Test Drive
  11. 11. @catrjones@unrulymediaMyth #2Content Has To Be FunnyBudweiser: BrotherhoodViews: 14,480,614 Shares: 2,657,610 ShARE rATE: 18.4%@catrjones@unrulymedia
  12. 12. @catrjones@unrulymedia What is it About ‘THE PONY’That Drives Warmth?
  13. 13. @catrjones@unrulymediaSocial Motivations
  14. 14. @catrjones@unrulymediaTNT Dramatic SurpriseViews: 46,644,256 Shares: 4,596,293 Share Rate: 9.9%Myth #3The Shorter the Better@catrjones
  15. 15. @catrjones@unrulymediaHow Shareable is my Video?
  16. 16. @catrjones@unrulymediaDays Following LaunchThen What?Go FastViral peak is day 2¼ of a video’s total sharesoccur in the first three days
  17. 17. @catrjones@unrulymediacat@unrulymedia.com@catrjones

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