Social Video and the Science of Sharing - Barney Worfolk Smith, Unruly Media

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Social Video and the Science of Sharing - Barney Worfolk Smith, Unruly Media

  1. 1. #SMM13 Crack the code on social sharing: The human touch in branded video @mightybarnski
  2. 2. Poop or Prank? Girls don’t poop – PooPourri Vote Poop #smm13 Ultra Reality - LG Meteor Prank Vote Prank #smm13 Vote On Twitter Now!
  3. 3. Shares are Currency in the Social Economy
  4. 4. Do emotions matter?
  5. 5. 7 Findings from The Science of Sharing
  6. 6. #1 Make it emotional
  7. 7. #1 Videos that elicit a strong emotional response are twice as likely to be shared
  8. 8. #2 Be positive
  9. 9. #2 Videos which provoke a strong positive response are 30% more likely to be shared than those which provoke negative emotions. Shock or anger can drive shares but they are a risky bet High  Arousal   Disgust   Sadness   Shock   Anger   Nega%ve   Low  Arousal   Discomfort   Boredom   Irrita1on   Frustra1on   High  Arousal   Hilarity   Inspira1on   Astonishment   Exhilara1on   Posi%ve   Low  Arousal   Amusement   Calmness   Surprise   Happiness  
  10. 10. #3 Forget cute cats and celebs, focus on personal triumphs
  11. 11. #3 No creative device drives sharing than any other, with the exception of personal triumph. So focus on emotions, not creative devices
  12. 12. #4 Be proud of your brand
  13. 13. #4 The average branded video takes 30 seconds to reveal the brand. There is no correlation between shareability and level of branding
  14. 14. #5 Don’t over invest in content and under invest in distribution
  15. 15. #5 No matter how shareable a video is, a larger viewer base delivers more sharing. A video that is seen by few cannot be shared by many
  16. 16. #6 Exhilarate your viewers
  17. 17. #6 Strong positive emotions get your video shared AND remembered. Exhilaration is the most successful trigger with 65% recall
  18. 18. #7 Reach light buyers to grow market share
  19. 19. #7 Quality reach is key. To build market share, reach light & medium buyers outside of your owned channels FIGURE  1  -­‐  Chocolate  Brand  2011  –  Panel  Data   FIGURE  2  -­‐  The  same  Chocolate  Brand  -­‐  Fans   80% of a brand’s light buyers contribute to 50% of a brand’s sales
  20. 20. Plot spoiler… Emotional campaigns are more profitable than rational campaigns Source: Binet and Field, ‘Marketing in the Era of Accountabilty’, WARC, 2007
  21. 21. Unruly ShareRank Evaluates Content For Shareability 100  +   Basic Emotions Primal Responses Cognitive Responses Intensity Emotional Valence Schema Disruption Social Motivation Memorability Enjoyability Medium Favourability Interpanel Agreement + more …
  22. 22. How do we feel in 2013?
  23. 23. Poop or Prank? Girls don’t poop – PooPourri Ultra Reality - LG Meteor Prank You Chose…
  24. 24. Girls don’t poop – PooPourri 13.6 million views, 902,318 shares
  25. 25. Ultra Reality- LG Meteor Prank 12.3 million views, 620,700 shares
  26. 26. How did it make you feel?
  27. 27. Psychological  Responses   SURPRISE HILARITY HILARITY DISGUST HILARITY
  28. 28. Social  Mo%va%ons   REACTION SEEKING SHARED EMOTIONAL EXPERIENCE SHARED EMOTIONAL EXPERIENCE REACTION SEEKING
  29. 29. How do brands want us to feel in 2014? Exhilarated!
  30. 30. Renault – va-va-voom Unruly secured PR coverage in Marketing Week, The Drum, AdWeek, Campaign, Mashable and the New York Times Background •  At the beginning of 2013, Renault and its media agency, MGOMD, wanted to re-launch the Renault Clio and looked to social video marketing to maximise awareness of the new product Renault’s share of voice increased by 244.4%, versus the competition Source: Unruly Analytics Client Challenge •  Create a video which triggered the psychological response ‘sexual arousal’ and was highly shareable, encouraging consumers to share the content with peers, and journalists & influential bloggers to write about the video, driving earned media •  Distribute the video at scale using paid media and Unruly’s influencers to drive awareness on autos and lifestyle sites Social video viewers are more likely to purchase a Renault Clio in the future (+103% uplift in purchase intent when compared to a non-exposed control sample) Unruly Results •  Over 5.1 million views delivered, reaching #2 on YouTube’s top videos •  135,000 shares, top of the Unruly Viral Video Chart •  The content was watched the equivalent of 1.5 years, the same as watching Moulin Rouge more than 6,600 times •  Social video viewers are more likely to purchase a Renault Clio in the future (+103% uplift in purchase intent when compared to a non-exposed control sample)
  31. 31. THANKS FOR WATCHING! Twitter: @unrulymedia @mightybarnski Web: www.unrulymedia.com Winner Best Content Distribution Service Video Council Member Whitelisted

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