BSI<br />ViralMediaDay – Emotions in Viral Marketing<br />Hamburg, 12. März 2009<br />
Mit folgenden Resultaten…<br />
91% ALLER <br />VIRALS<br />FLOPPEN!<br />Quelle: Brand Science Institute 2007: The Effects of the Social Content on Viral...
LEDIGLICH 4% ALLER UNTERSUCHTEN VIRALS TRAGEN 87% DES MARKTERFOLGES<br />Quelle: Brand Science Institute 2007: The Effects...
OBSKURE INHALTE KÖNNEN MARKENBILD NACHHALTIG VERWÄSSERN!<br />Quelle: Brand Science Institute 2007: The Effects of the Soc...
WIR FRAGTEN: WAS MACHT VIRALS VIRAL?<br />
Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />H...
41% unterhaltsame Inhalte<br />j<br />33% schockierende Inhalte<br />j<br />18% Seeding<br />Quelle: Brand Science Institu...
SCHOCKIEREND?<br />UNTERHALTSAM?<br />
Ist Viralität messbar?<br />beeinflussbar? <br />
Aggravation, Agitation, Agony, Alarm, Alienation,Anger, Anguish, Annoyance, Anxiety, Apologetic, Apprehension, Aversion, A...
SITUATIVES INVOLVEMENT<br />Quelle: DSG/Brand Science Institute 2009: Emotions in Viral Videos: Explorative Study N= 598<b...
16 UNTERSCHIEDLICHE VIRALS IM TEST<br />++++<br />Quelle: DSG/Brand Science Institute 2009: Emotions in Viral Videos: Expl...
Angst<br />0,74<br />Scham/Schande<br />0,52<br />0,70<br />Groll/Zorn<br />0,27<br />Viralität<br />Involvement<br />-0,0...
Negative Emotionen?<br />
ANGST – UNSICHERHEITSREDUZIERUNG DURCH AUSTAUSCH – AUFDECKUNG DER WAHRHEIT – ABBAU KOGNITIVE DISSONANZEN – REDUZIERUNG INN...
GROLL/ZORN – SPANNUNG DURCH SCHADENFREUDE – GEMEINSAMKEIT DES GÖNNENS – SOLIDARITÄT ZUR REDUZIERUNG INNERER SPANNUNGSZUSTA...
Positive Emotionen?<br />
MITGEFÜHL/LIEBE – SPANNUNGEN ÜBER EIGENE ERFAHRUNGEN/MÖGLICHE ERLEBNISSE – AUSTAUSCH GLEICHER MEINUNGEN  <br />
MITGEFÜHL/LIEBE – SPANNUNGEN ÜBER EIGENE ERFAHRUNGEN/MÖGLICHE ERLEBNISSE – AUSTAUSCH GLEICHER MEINUNGEN - <br />
ABER WARUM HAT HUMOR EINEN NEGATIVEN EINFLUSS AUF DIE „VIRALITÄT“???<br />
NICHT WITZIG!!!<br />
HUMOR FINDET IN WENIGEN FÄLLEN EINEN GEMEINSAMEN NENNER – VIRALITÄTSBRUCH!<br />
…UND WAS SOLLEN WIR MARKETERN EMPFEHLEN?<br />
+<br />MARKE ALS SPANNUGSLÖSER<br />MARKE ALS SOLIDARITÄTSPLATTFORM<br />VIRALITÄT<br />-<br />MARKE ALS SCHUTZ UNANGENEHM...
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ViralMediaDay – Emotions in Viral Marketing

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ViralMediaDay – Emotions in Viral Marketing

  1. 1. BSI<br />ViralMediaDay – Emotions in Viral Marketing<br />Hamburg, 12. März 2009<br />
  2. 2. Mit folgenden Resultaten…<br />
  3. 3. 91% ALLER <br />VIRALS<br />FLOPPEN!<br />Quelle: Brand Science Institute 2007: The Effects of the Social Content on Viral Marketing Performance N= 287<br />
  4. 4. LEDIGLICH 4% ALLER UNTERSUCHTEN VIRALS TRAGEN 87% DES MARKTERFOLGES<br />Quelle: Brand Science Institute 2007: The Effects of the Social Content on Viral Marketing Performance N= 287<br />
  5. 5. OBSKURE INHALTE KÖNNEN MARKENBILD NACHHALTIG VERWÄSSERN!<br />Quelle: Brand Science Institute 2007: The Effects of the Social Content on Viral Marketing Performance N= 287<br />
  6. 6. WIR FRAGTEN: WAS MACHT VIRALS VIRAL?<br />
  7. 7. Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Hmmm…<br />Quelle: Brand Science Institute 2007: Advertising’s Impact on Viral Marketing – What Make Virals Viral? N= 206<br />
  8. 8. 41% unterhaltsame Inhalte<br />j<br />33% schockierende Inhalte<br />j<br />18% Seeding<br />Quelle: Brand Science Institute 2007: Advertising’s Impact on Viral Marketing – What Make Virals Viral? N= 206<br />
  9. 9. SCHOCKIEREND?<br />UNTERHALTSAM?<br />
  10. 10. Ist Viralität messbar?<br />beeinflussbar? <br />
  11. 11. Aggravation, Agitation, Agony, Alarm, Alienation,Anger, Anguish, Annoyance, Anxiety, Apologetic, Apprehension, Aversion, Awful, Bad, Bashful,Betrayal, Bitterness, Blue, Bothered, Cheerless, Confuse,Consternation, Contempt, Cranky, Cross, Crushed, Cry,Defeat, Deflated, Defensive, Dejection, Demoralize,Depression, Despair, Devastation, Different,Disappointment, Discomfort, Discontent, Discouraged,Disenchantment, Disgust, Dislike, Dismay,Displeasure, Dissatisfied, Distress, Distrustc, Disturbed,Down, Dread, Dumb, Edgy, Embarrassment, Empty,Envy, Exasperation, Fear, Fed-up, Ferocity, Flustered,Forlorn, Foolish, Frantic, Fright, Frustration, Fury,Gloom, Glumness, Grief, Grouchiness, Grumpiness,Guilt, Heart-broken, Hate,Hollow, Homesicknessa,Hopelessness, Horrible, Horror, Hostility, Humiliation,Hurt, Hysteria, Impatient, Indignant, Inferior, Insecurity,Insult, Intimidate, Irate, Irked, Irritation, Isolation,Jealousy, Jittery, Joyless, Jumpy, Loathing, Loneliness,Longing, Loss, Lovesick, Low, Mad, Melancholy, Misery,Misunderstood, Moping, Mortification, Mournful, Neglect,Nervousness, Nostalgia, Offended, Oppressed, Outragea,Overwhelmed, Pain, Panic, Petrified, Pity, Puzzled, Rage,Regret, Rejection, Remorse, Reproachful, Resentment,Revulsion, Ridiculous, Rotten, Sadness, Scared,Scorn, Self-conscious, Shame, Sheepish, Shock, Shy,Sickened, Small, Sorrow, Spite, Startled, Strained, Stupid,Subdued, Suffering, Suspense, Sympathy, Tenseness, Terrible,Terror, Threatened, Torment, Troubled, Tremulous, Ugly,Uneasiness, Unfulfilled, Unhappiness, Unpleasant, Unsatisfied,Unwanted, Upset, Vengefulness, Want, Wistful, Woe,Worry, Wrath, Yearning Inferior, Insecurity,Insult, Intimidate, Irate, Irked, Irritation, Isolation,Jealousy, Jittery, Joyless, Jumpy, Loathing, Loneliness,Longing, Loss, Lovesick, Low, Mad, Melancholy, Misery,Misunderstood, Moping, Mortification, Mournful, Neglect,Nervousness, Nostalgia, Offended, Oppressed, Outragea,Overwhelmed, Inferior, Insecurity,Insult, Intimidate, Irate, Irked, Irritation, Isolation,Jealousy, Jittery, Joyless, Jumpy, Loathing, Loneliness,Longing, Loss, Lovesick, Low, Mad, Melancholy, Misery,Misunderstood, Moping, Mortification, Mournful, Neglect,Nervousness, Nostalgia, Offended, Oppressed, Outragea,Overwhelmed, <br />EMOTIONSFORSCHUNG ALS GRUNDLAGE<br />Active, Admiration, Adoration,Affection, Agreement, Alerth, Amazement, Amusement,Anticipation, Appreciation, Ardent, Arousal, Astonishment,Atease, Attentive, Attraction, Avid, Bliss, Brave,Calm, Caring, Charmed, Cheerfulness, Comfortable,Compassion, Considerate, Concern, Contentment,Courageous, Curious, Delight, Desire, Determined,Devotion, Eagerness, Ecstasy, Elation, Empathy, Enchant,Encouraging, Energetic, Enjoyment, Entertained, Enthrallment,Enthusiasm, Euphoria, Excellent, Excitement,ExhilarationExpectant, Exuberant, Fantastic, Fascinated, Fine,Fondness, Forgiving, Friendly, Fulfillment, Gaiety, Generous,Giggle, Giving, Gladness, Glee, Good, Gratitude, Great,Happiness, Harmony, Helpful, High, Hope, Horny,Impressed, Incredible, Infatuation, Inspired, Interested, Jolliness,Joviality, Joy, Jubilation, Kindly, Lighthearted, Liking,Longing, Love, Lust, Merriment, Moved, Nice, Optimism,Overjoyed, Passion, Peaceful, Peppy, Perfect, Pity, Playful,Pleasure, Pride, Protective, Rapture, Reassured, Regard,Rejoice, Relaxed, Release, Relief, Respect, Reverence,Romantic, Satisfaction, Secure, Sensational, Sensitive, Sensual,Sentimentality, Serene, Sexy, Sincere, Strong, Super, Surprise,Tenderness, Terrific, Thoughtful, Thrill, Touched, Tranquility,Triumph, Trust, Victorious, Warm-hearted, Wonderful, Worship,Zeal, Zest<br />Quelle: DSG/Brand Science Institute 2009: Emotions in Viral Videos: Explorative Study N= 598<br />
  12. 12. SITUATIVES INVOLVEMENT<br />Quelle: DSG/Brand Science Institute 2009: Emotions in Viral Videos: Explorative Study N= 598<br />
  13. 13. 16 UNTERSCHIEDLICHE VIRALS IM TEST<br />++++<br />Quelle: DSG/Brand Science Institute 2009: Emotions in Viral Videos: Explorative Study N= 598<br />
  14. 14. Angst<br />0,74<br />Scham/Schande<br />0,52<br />0,70<br />Groll/Zorn<br />0,27<br />Viralität<br />Involvement<br />-0,01<br />Zufriedenheit<br />-0,13<br />Spaß/Fröhlichkeit<br />0,21<br />Liebe/Mitgefühl<br />Quelle: DSG/Brand Science Institute 2009: Emotions in Viral Videos: Explorative Study N= 598<br />
  15. 15. Negative Emotionen?<br />
  16. 16. ANGST – UNSICHERHEITSREDUZIERUNG DURCH AUSTAUSCH – AUFDECKUNG DER WAHRHEIT – ABBAU KOGNITIVE DISSONANZEN – REDUZIERUNG INNERER SPANNUNGSZUSTAND<br />
  17. 17. GROLL/ZORN – SPANNUNG DURCH SCHADENFREUDE – GEMEINSAMKEIT DES GÖNNENS – SOLIDARITÄT ZUR REDUZIERUNG INNERER SPANNUNGSZUSTAND<br />
  18. 18. Positive Emotionen?<br />
  19. 19. MITGEFÜHL/LIEBE – SPANNUNGEN ÜBER EIGENE ERFAHRUNGEN/MÖGLICHE ERLEBNISSE – AUSTAUSCH GLEICHER MEINUNGEN <br />
  20. 20. MITGEFÜHL/LIEBE – SPANNUNGEN ÜBER EIGENE ERFAHRUNGEN/MÖGLICHE ERLEBNISSE – AUSTAUSCH GLEICHER MEINUNGEN - <br />
  21. 21. ABER WARUM HAT HUMOR EINEN NEGATIVEN EINFLUSS AUF DIE „VIRALITÄT“???<br />
  22. 22.
  23. 23. NICHT WITZIG!!!<br />
  24. 24. HUMOR FINDET IN WENIGEN FÄLLEN EINEN GEMEINSAMEN NENNER – VIRALITÄTSBRUCH!<br />
  25. 25. …UND WAS SOLLEN WIR MARKETERN EMPFEHLEN?<br />
  26. 26. +<br />MARKE ALS SPANNUGSLÖSER<br />MARKE ALS SOLIDARITÄTSPLATTFORM<br />VIRALITÄT<br />-<br />MARKE ALS SCHUTZ UNANGENEHMER ERLEBNISSE<br />-<br />+<br />MARKETINGRELEVANZ<br />

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