2015 06-15 - ARF RealEyes
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The use of Emotion Measurement and RealEyes technology to predict social media popularity and success of advertising campaigns in the market.
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2015 06-15 - ARF RealEyes
- 2. Mastering Social Media Success Through Emotions Mihkel Jäätma CEO & Founder, Realeyes @realeyesit
- 3. Social has changed the landscape Before Low volumes, slow, expensive 1 video / market 1,000,000 media budget* 100,000 testing budget* Today High volumes, quick, inexpensive 100s videos / markets 10,000 media budget* 1,000 testing budget* *(per video)
- 4. Traditional methods are no longer ideal…
- 5. Brands need better data at every stage Plan & Predict Test Know what to invest in Target Know who to show it to Benchmark Know how it performs Measure & React
- 6. EmotionAll® Score EmotionAll distils our data science into a 1 to 10 score that’s relative to our entire video database (5000 and growing daily), providing a snapshot of your content’s performance. Based on our work in predicting social media actions, supported by analysis of 468 successful Cannes Lions submissions and drawing on extensive academic research in the field, EmotionAll is based on four composite metrics which we’ve identified as key drivers of success. . Attraction: Can you grab people’s attention? This metric measures the peak in surprise within the first 8 seconds of viewing. Retention: Can you keep it? Measured by the peak of happiness after the first 8 seconds - it represents how well the video maintains attention. Engagement: The overall emotional reaction to the video, reflected in the peak level of engagement reached throughout. Impact: What do you leave people with? Measured by Daniel Kahneman’s peak-to-end rule: the impression left by an advert is determined by the emotions evoked at its peak and at the end. It is the average of the peak happiness value and the end happiness value - (peak + end) / 2.
- 7. Making emotion reading easy
- 8. Emotions drive social success Source: Realeyes analysis of 2083 YouTube videos and 371,245 video views in March 2015
- 11. 20% 25% 30% 35% 40% 45% 50% 0:00:00 0:00:10 0:00:20 0:00:30 0:00:40 0:00:50 0:01:00 Brand Shown Engagement Norm - Avg Engagement US 0-60s 15,900,342 views 15,215 shares Attract Retain Engage Impact Hitting the EmotionAll® buttons McDonald’s – Pay with Lovin’
- 12. 20% 25% 30% 35% 40% 45% 50% 0:00:00 0:00:10 0:00:20 0:00:30 Brand Shown Engagement Norm - Avg Engagement US 0-60s M&T Bank - Chris Dambach's Story Attrac t Retain Engage Impact Missing the EmotionAll® buttons 186,826 views 8 shares
- 13. Emotion targeting 11 videos produced 3 markets targeted Which to push the most?
- 14. 12x social actions for
- 15. High volumes, quickly, inexpensive Test Know what to invest in Target Know who to show it to Evaluate Know how it performs Measure & React Plan & Predict
Editor's Notes
- Need new metrics that have proven direct relation to business outcomes.
- Need new metrics that have proven direct relation to business outcomes.
- Need new metrics that have proven direct relation to business outcomes.
- That EmotionAll score is a result of extensive data science work at Realeyes. Having measured the emotional responses of over 370,000 viewers watching over 2,000 YouTube videos we have found the exact emotional response patterns that correspond to higher social performance The graphs here show how strongly that simple 1-10 performance score aligns with how many shares, views and tweets the videos actually got. We’re able to clearly show that when it comes to social media performance, the more people feel, the more they do.
- That EmotionAll score is a result of extensive data science work at Realeyes. Having measured the emotional responses of over 370,000 viewers watching over 2,000 YouTube videos we have found the exact emotional response patterns that correspond to higher social performance The graphs here show how strongly that simple 1-10 performance score aligns with how many shares, views and tweets the videos actually got. We’re able to clearly show that when it comes to social media performance, the more people feel, the more they do.
- Performance wise it's all about climbing the curves I introduced earlier. Putting your media money behind the videos and audiences that elicit the strongest response, will yield more results per dollar spent. As you see in this Heineken campaign, moving from the lowest 'reds' to the highest 'greens', multiplies the performance potential of the campaign plan, and all that for no increase in media spend. In this Heineken case we ran part of the campaign non-optimized and the other part in emotion-optimized mode and observed 12x more social actions per thousand views for the emotion-optimized part of the distribution.
- The example I just gave for 11 videos in 3 markets is already more than most traditional approaches can handle, at least in the time required to deploy the findings. Well, just two weeks ago we were asked to support a campaign of 120 videos in 5 markets - all that for a total production and media budget of not much more than a million euros. It’s the new industry challenge, how to still effect intelligent planning at such scale and with such economics. We at Realeyes believe the solution is in the combination of new tech and a radical redesign and automation of research workflows. Emotions from webcams are the easiest way to gather such rich feedback on such a large scale, whether as part of slick panel tests; or measured directly, live, during the actual campaign distribution - something that is now possible, as of a couple of months ago. By automating the interpretation of results and integrating those findings directly into campaign management, you’ve covered all angles and created an approach that can handle the new requirements we now face in video marketing. It’s very exciting to be part of the changing landscape right now, as these building blocks are all finally coming together, and share the insights we believe will truly help brands master their social media success.