• Save
ICLCity2013: How to Use Digital Insight to Create Shareable Content by Cat Jones, Unruly Media
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
742
On Slideshare
742
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
0
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. @catrjones@unrulymediaUnruly SHARERANk™The science of Sharing@catrjones@unrulymedia
  • 2. @catrjones@unrulymediaMyth #1You can’t predict Sharing@catrjones@unrulymedia
  • 3. @catrjones@unrulymedia Since 2006: >300BN Video Streams
  • 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. @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. @catrjones@unrulymediaShareability FactorsBasic Emotions Primal responses Cognitive ResponsesIntensity Emotional Valence schema disruptionSocial Motivation Memorability EnjoyabilityMEDIUM favourability interpanel agreementMore …100 +
  • 7. @catrjones@unrulymedia
  • 8. @catrjones@unrulymedia
  • 9. @catrjones@unrulymediaPsychological Responses
  • 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. @catrjones@unrulymediaMyth #2Content Has To Be FunnyBudweiser: BrotherhoodViews: 14,480,614 Shares: 2,657,610 ShARE rATE: 18.4%@catrjones@unrulymedia
  • 12. @catrjones@unrulymedia What is it About ‘THE PONY’That Drives Warmth?
  • 13. @catrjones@unrulymediaSocial Motivations
  • 14. @catrjones@unrulymediaTNT Dramatic SurpriseViews: 46,644,256 Shares: 4,596,293 Share Rate: 9.9%Myth #3The Shorter the Better@catrjones
  • 15. @catrjones@unrulymediaHow Shareable is my Video?
  • 16. @catrjones@unrulymediaDays Following LaunchThen What?Go FastViral peak is day 2¼ of a video’s total sharesoccur in the first three days
  • 17. @catrjones@unrulymediacat@unrulymedia.com@catrjones