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

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

    • #SMM13 Crack the code on social sharing: The human touch in branded video @mightybarnski
    • Poop or Prank? Girls don’t poop – PooPourri Vote Poop #smm13 Ultra Reality - LG Meteor Prank Vote Prank #smm13 Vote On Twitter Now!
    • Shares are Currency in the Social Economy
    • Do emotions matter?
    • 7 Findings from The Science of Sharing
    • #1 Make it emotional
    • #1 Videos that elicit a strong emotional response are twice as likely to be shared
    • #2 Be positive
    • #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  
    • #3 Forget cute cats and celebs, focus on personal triumphs
    • #3 No creative device drives sharing than any other, with the exception of personal triumph. So focus on emotions, not creative devices
    • #4 Be proud of your brand
    • #4 The average branded video takes 30 seconds to reveal the brand. There is no correlation between shareability and level of branding
    • #5 Don’t over invest in content and under invest in distribution
    • #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
    • #6 Exhilarate your viewers
    • #6 Strong positive emotions get your video shared AND remembered. Exhilaration is the most successful trigger with 65% recall
    • #7 Reach light buyers to grow market share
    • #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
    • Plot spoiler… Emotional campaigns are more profitable than rational campaigns Source: Binet and Field, ‘Marketing in the Era of Accountabilty’, WARC, 2007
    • 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 …
    • How do we feel in 2013?
    • Poop or Prank? Girls don’t poop – PooPourri Ultra Reality - LG Meteor Prank You Chose…
    • Girls don’t poop – PooPourri 13.6 million views, 902,318 shares
    • Ultra Reality- LG Meteor Prank 12.3 million views, 620,700 shares
    • How did it make you feel?
    • Psychological  Responses   SURPRISE HILARITY HILARITY DISGUST HILARITY
    • Social  Mo%va%ons   REACTION SEEKING SHARED EMOTIONAL EXPERIENCE SHARED EMOTIONAL EXPERIENCE REACTION SEEKING
    • How do brands want us to feel in 2014? Exhilarated!
    • 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)
    • THANKS FOR WATCHING! Twitter: @unrulymedia @mightybarnski Web: www.unrulymedia.com Winner Best Content Distribution Service Video Council Member Whitelisted