Dan Best, Unruly DMX Dublin 2014 - Cracking the Code on Social Video
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Dan Best, Unruly DMX Dublin 2014 - Cracking the Code on Social Video

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Unruly knows which emotions most likely ...

Unruly knows which emotions most likely
lead to social shares and more importantly,
growth in market share. It also discusses the
relationship between branding, sharing and
emotional impact with some surprising results.
In this interactive session where participants
will get the opportunity to vote for the ads they
want to see via Twitter, Director of Planning &
Activation, Dan Best, will be talking about how
brands can activate the Open Web using the
power of social video.

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Dan Best, Unruly DMX Dublin 2014 - Cracking the Code on Social Video Presentation Transcript

  • 1. 7 STEPS TO SOCIAL VIDEO SUCCESS THE SCIENCE OF SHARING @reubensheldon@unrulymedia
  • 2. •HIGH GROWTH TECH COMPANY, #1 IN EUROPE •FOUNDED 2006, 140+ STAFF, 12 OFFICES WORLDWIDE •RUN OVER 3,500 CAMPAIGNS FOR 60% OF THE INTERBRAND 100 •GLOBAL REACH 1.05BN MONTHLY UNIQUE USERS OUR MISSION: TO DELIVER THE MOST AWESOME SOCIAL VIDEO CAMPAIGNS ON THE PLANET!
  • 3. SHARING VIDEO IS A WAY OF LIFE 100 hours of video uploaded every minute 4 Billion videos shared on Facebook every day 700+ YouTube videos tweeted every minute, 1MM daily “You have to have great sharable content.” – Jim Farley, CMO, Ford
  • 4. WHY DO SHARES MATTER? 50x INCREASE 2006 2013 Source: Viral Video Chart
  • 5. SHARED VIDEO INCREASES PURCHASE INTENT UP TO 50X (MCKINSEY)
  • 6. WHY DO SHARES MATTER? Behaviour within 3 days of viewing shared videos Source: Decipher Brand Tracking SINCE Apr’13; Response captured through follow-up survey sent out 3 days after social video viewing (n=5,972) Talk to someone 33% Homepage visit 24% Searched online 18% Purchased 9%
  • 7. WHY DO PEOPLE SHARE? Basic emotions Primal responses Cognitive responses Intensity Emotional valence Schema disruption Social motivation Memorability Enjoyability Medium Favourability Interpanel agreement and more...
  • 8. 7 RESEARCH FINDINGS
  • 9. #1 MAKE YOUR VIDEO EMOTIONAL
  • 10. UNRULY SHARERANK Predicts share rate 80% accuracy Unpacks content characteristics that cause sharing behaviour
  • 11. Girls don’t poop – PooPourri Poop Meteor Prank - LG Vote PrankVote Poop Prank CHOOSE YOUR VIDEO…
  • 12. •HIGH GROWTH TECH COMPANY, #1 IN EUROPE •FOUNDED 2006 •140+ STAFF, 12 OFFICES WORLDWIDE •RUN OVER 3,500 CAMPAIGNS FOR 60% OF THE INTERBRAND 100 •GLOBAL REACH 1.05BN MONTHLY UNIQUE USERS •DELIVERED 3.85BN VIDEO VIEWS •THE UNRULY VIRAL VIDEO CHART IS A UNIQUE DATA SET OF 424BN VIEWS Girls don’t poop – PooPourri 23.7 million views, 1,461,718 shares
  • 13. LG Meteor Prank 15.7 million views, 698,965 shares
  • 14. SHARERANK PSYCHOLOGICAL RESPONSES SURPRISE HILARITY DISGUST HAPPINESS HILARITY
  • 15. SHARERANK SOCIAL MOTIVATIONS REACTION SEEKING SHARED EMOTIONAL EXPERIENCE REACTION SEEKING SHARED EMOTIONAL EXPERIENCE
  • 16. #2 BE POSITIVE VIDEOS THAT ELICIT A STRONG EMPOTIONAL RESPONSE – POSITIVE OR NEGATIVE – ARE TWICE AS LIKELY TO BE SHARED Three - #SingItKitty 3,407,826 views, 262,680 shares
  • 17. Positive High Arousal Low Arousal Hilarity Amusement Inspiration Calmness Astonishment Surprise Exhilaration Happiness Negative High Arousal Low Arousal Disgust Discomfort Sadness Boredom Shock Irritation SHOCK OR ANGER CAN DRIVE SHARES BUT THEY ARE A RISKY BET
  • 18. NO CREATIVE DEVICE DRIVES SHARING MORE THAN ANY OTHER (EXCEPT PERSONAL TRIUMPH) #3 FOCUS ON EMOTIONS, NOT THE CREATIVE DEVICE
  • 19. WHY WASTE 30 SECONDS? WHEN THERE’S NO INDEPENDENT CORRELATION BETWEEN SHAREABILITY AND BRANDING #4 BE PROUD OF YOUR BRAND! Coca-Cola Happiness Machine 7,528,759 views, 318,386 shares
  • 20. #5 DON’T OVER INVEST IN CONTENT & UNDERINVEST IN DISTRIBUTION A video that is seen by few cannot be shared by many
  • 21. #6 EXHILARATE YOUR AUDIENCE EXHILARATION DELIVERS SHARES WITH 65% BRAND RECALL HILARITY DELIVERS SHARES WITH 51% BRAND RECALL
  • 22. #7 REACH LIGHT BUYERS TO GROW YOUR MARKET SHARE FIGURE 2 - The same Chocolate Brand - FansFIGURE 1 - Chocolate Brand 2011 – Panel Data 80% of a brand’s light buyers contribute to 50% of a brand’s sales
  • 23. DOES MARKET MATTER? 1. Hilarity 2. Happiness 3. Surprise 1. Exhilaration 2. Surprise 3. Happiness 1. Hilarity 2. Happiness 3. Awe 1. Family members 2. Select friends 1. Family members 2. Select friends 1. All Facebook friends 2. Select friends Psychological Responses Broadcast vs Narrowcast ? Proprietary and Confidential. Copyright Unruly 2013.
  • 24. THE GOAL IS ‘VALUABLE VIRALITY’ Delivers Best of Both Boosts: 1. Brand Evolution 2. Purchase Intent 3. Recall Boosts Earned Media 1. Likes 2. Views 3. Shares Soft Sell Brand Integral Hard Sell TVC Soft Sell Social Video Acid Test: If you remove the product – does the ad still work?
  • 25. HOW CAN YOU IMPROVE PERFORMANCE? Source: Viral Video Chart 200 most shared branded videos of 2012 1. Don’t ‘post and pray’ – smart distribution is key 2. Use paid media so content is ubiquitous & portable Day 2: The Viral Peak Days Following Launch
  • 26. Emotional campaigns are more profitable than rational campaigns PLOT SPOILER, YET TO BE PUBLISHED Source: Binet and Field, ‘Marketing in the Era of Accountability’, WARC, 2007
  • 27. THE WORLD CUP IS A BILLION VIEW OPPORTUNITY FOR BRANDS
  • 28. TOGETHER WE CAN SMASH YOUR VIDEO GOALS! Winner Best Content Distribution Service Winner Digital Innovator of the Year Winner 2012 Digital Innovation Award