7 STEPS TO SOCIAL VIDEO SUCCESS
THE SCIENCE OF SHARING
@reubensheldon@unrulymedia
•HIGH GROWTH TECH COMPANY, #1 IN EUROPE
•FOUNDED 2006, 140+ STAFF, 12 OFFICES WORLDWIDE
•RUN OVER 3,500 CAMPAIGNS FOR 60% ...
SHARING VIDEO IS A WAY OF LIFE
100 hours of video uploaded every minute
4 Billion videos shared on Facebook every day
700+...
WHY DO SHARES MATTER?
50x
INCREASE
2006 2013
Source: Viral Video Chart
SHARED VIDEO INCREASES PURCHASE INTENT UP TO 50X
(MCKINSEY)
WHY DO SHARES MATTER?
Behaviour within 3 days of viewing shared videos
Source: Decipher Brand Tracking SINCE Apr’13; Respo...
WHY DO PEOPLE SHARE?
Basic emotions
Primal responses
Cognitive responses
Intensity
Emotional valence
Schema disruption
Soc...
7 RESEARCH FINDINGS
#1 MAKE YOUR VIDEO
EMOTIONAL
UNRULY SHARERANK
Predicts share rate
80% accuracy
Unpacks content characteristics that cause
sharing behaviour
Girls don’t poop – PooPourri
Poop
Meteor Prank - LG
Vote PrankVote Poop
Prank
CHOOSE YOUR VIDEO…
•HIGH GROWTH TECH COMPANY, #1 IN EUROPE
•FOUNDED 2006
•140+ STAFF, 12 OFFICES WORLDWIDE
•RUN OVER 3,500 CAMPAIGNS FOR 60% ...
LG Meteor Prank
15.7 million views, 698,965 shares
SHARERANK PSYCHOLOGICAL RESPONSES
SURPRISE
HILARITY
DISGUST
HAPPINESS
HILARITY
SHARERANK SOCIAL MOTIVATIONS
REACTION SEEKING
SHARED EMOTIONAL
EXPERIENCE
REACTION SEEKING
SHARED EMOTIONAL
EXPERIENCE
#2 BE POSITIVE
VIDEOS THAT ELICIT A STRONG EMPOTIONAL RESPONSE – POSITIVE
OR NEGATIVE – ARE TWICE AS LIKELY TO BE SHARED
T...
Positive
High Arousal Low Arousal
Hilarity Amusement
Inspiration Calmness
Astonishment Surprise
Exhilaration Happiness
Neg...
NO CREATIVE DEVICE DRIVES SHARING MORE
THAN ANY OTHER (EXCEPT PERSONAL TRIUMPH)
#3 FOCUS ON EMOTIONS, NOT THE CREATIVE
DEV...
WHY WASTE 30 SECONDS?
WHEN THERE’S NO INDEPENDENT CORRELATION
BETWEEN SHAREABILITY AND BRANDING
#4 BE PROUD OF YOUR BRAND!...
#5 DON’T OVER INVEST IN CONTENT &
UNDERINVEST IN DISTRIBUTION
A video that is seen by few cannot be shared by many
#6 EXHILARATE YOUR AUDIENCE
EXHILARATION DELIVERS SHARES WITH
65% BRAND RECALL
HILARITY DELIVERS SHARES WITH
51% BRAND REC...
#7 REACH LIGHT BUYERS TO GROW
YOUR MARKET SHARE
FIGURE 2 - The same Chocolate Brand - FansFIGURE 1 - Chocolate Brand 2011 ...
DOES MARKET MATTER?
1. Hilarity
2. Happiness
3. Surprise
1. Exhilaration
2. Surprise
3. Happiness
1. Hilarity
2. Happiness...
THE GOAL IS ‘VALUABLE VIRALITY’
Delivers
Best of Both
Boosts:
1. Brand Evolution
2. Purchase Intent
3. Recall
Boosts Earne...
HOW CAN YOU IMPROVE PERFORMANCE?
Source: Viral Video Chart 200 most shared branded videos of 2012
1. Don’t ‘post and pray’...
Emotional campaigns are more
profitable than rational campaigns
PLOT SPOILER, YET TO BE PUBLISHED
Source: Binet and Field,...
THE WORLD CUP IS A BILLION
VIEW OPPORTUNITY FOR BRANDS
TOGETHER WE CAN SMASH YOUR VIDEO GOALS!
Winner Best Content
Distribution Service
Winner Digital Innovator of
the Year
Winn...
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
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

  1. 1. 7 STEPS TO SOCIAL VIDEO SUCCESS THE SCIENCE OF SHARING @reubensheldon@unrulymedia
  2. 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. 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. 4. WHY DO SHARES MATTER? 50x INCREASE 2006 2013 Source: Viral Video Chart
  5. 5. SHARED VIDEO INCREASES PURCHASE INTENT UP TO 50X (MCKINSEY)
  6. 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. 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. 8. 7 RESEARCH FINDINGS
  9. 9. #1 MAKE YOUR VIDEO EMOTIONAL
  10. 10. UNRULY SHARERANK Predicts share rate 80% accuracy Unpacks content characteristics that cause sharing behaviour
  11. 11. Girls don’t poop – PooPourri Poop Meteor Prank - LG Vote PrankVote Poop Prank CHOOSE YOUR VIDEO…
  12. 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. 13. LG Meteor Prank 15.7 million views, 698,965 shares
  14. 14. SHARERANK PSYCHOLOGICAL RESPONSES SURPRISE HILARITY DISGUST HAPPINESS HILARITY
  15. 15. SHARERANK SOCIAL MOTIVATIONS REACTION SEEKING SHARED EMOTIONAL EXPERIENCE REACTION SEEKING SHARED EMOTIONAL EXPERIENCE
  16. 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. 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. 18. NO CREATIVE DEVICE DRIVES SHARING MORE THAN ANY OTHER (EXCEPT PERSONAL TRIUMPH) #3 FOCUS ON EMOTIONS, NOT THE CREATIVE DEVICE
  19. 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. 20. #5 DON’T OVER INVEST IN CONTENT & UNDERINVEST IN DISTRIBUTION A video that is seen by few cannot be shared by many
  21. 21. #6 EXHILARATE YOUR AUDIENCE EXHILARATION DELIVERS SHARES WITH 65% BRAND RECALL HILARITY DELIVERS SHARES WITH 51% BRAND RECALL
  22. 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. 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. 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. 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. 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. 27. THE WORLD CUP IS A BILLION VIEW OPPORTUNITY FOR BRANDS
  28. 28. TOGETHER WE CAN SMASH YOUR VIDEO GOALS! Winner Best Content Distribution Service Winner Digital Innovator of the Year Winner 2012 Digital Innovation Award

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