David penn main stage - 2012

David Penn, Conquest, UK
Festival of NewMR 2012 - Main Stage – Session 4
A
Presenta*on
from

The
Fes*val
of
NewMR
–
Main
Stage

5
December
2012

The Viagra of Virality

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copyright
owned
by
The
Future
Place
and
the
presenters
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material

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informa:on
about
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events
visit
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David
Penn

Conquest

The Viagra of Virality
David Penn, Managing Director

What is Virality?
Virality
is
Sharing

What
makes
objects
into
shared
social
objects?

What do Viral ideas need?
7 12 8 1 13 15 20 7 26Comparethemarket
Viral
ideas
require
a

social
response
in

addi:on
to
the
individual

emo:onal
one

©
Copyright
2012
Conquest
Research
&
Consultancy
Ltd.

All
rights
reserved.

Do people spread ideas?

Ideas
People

inﬂuencers

Or do ideas recruit people?

Ideas
People

Memes

“Memes exist to replicate
themselves”
YES
WE
CAN

“

“

US Presidential Election
memes 2012

Binders
full
of
women

Not

Romnesia

Why memes matter(1)

Ideas
People

“Memes
stop
us

thinking

in
terms
of

autonomous

individuals
who
go

shopping
in
the
market

place
of
ideas...”

Why memes matter(2)
Ideas
People

“We
start
thinking

about
ideas
that
go

shopping
in
the

marketplace
of

people…”

We’ve measured a wide range
of viral objects on both sides
of the Atlantic…
Diamond Jubilee

Virality is not just about
social media
We’ve
captured
it
via
the
water
cooler
moment

31

2
4
4
4

8
6

9
10

21

0

5

10

15

20

25

30

35

1
2
3
4
5
6
7
8
9
10

©
Copyright
2012
Conquest
Research
&
Consultancy
Ltd.

All
rights
reserved.

69

64

63

63

61

60

59

59

59

58

58

58

56

54

52

51

45

45

43

42

40

40

39

37

34

31

25

0
10
20
30
40
50
60
70
80

Royal
Wedding

World
Cup

Jimmy
Savile

Facebook

Glee

YouTube

i-‐Pad

i-‐Phone
4G

Cheryl
Cole

Olympics

Lady
Gaga

Google

Prince
William

Barack
Obama

Kate
Middleton

Euro
2012

Android
Phone

Simon
Cowell

Jus:n
Bieber

Jamie
Oliver

Twi_er

Madonna

Cougar
Town

the
Vampire
Diaries

Tiger
Woods

Zinedine
Zidane

Diamond
Jubilee

Buzz
(8-‐10)

How much talk/buzz is there?
Viral

How intense is the talk/buzz?
6
11
7
11
14
10
4
7
2
7
5
5
10
6
11
9
8
9
9
7
9
12
11
9
5
9
10
14
11
8
19
17
24
32
32
35
40
29
34
44
11
12
11
9
7
8
11
14
19
8
50
44
36
34
29
29
28
27
25
25
Royal Wedding
World Cup
Olympics
Jimmy Savile
Lady Gaga
Justin Bieber
i-Phone 4G
Cheryl Cole
iPad
Glee
1-2 3-4 5-6 7-8 9 10

What have we learned?

When people talk about
viral ideas (memes)…
…they
use
Metaphors
like

A_rac:on

Repulsion

Energy

Momentum

FORCE

Force is a super metaphor
for emotions

“EMOTIONS
ARE
FORCES”

Zoltán
Kövecses

So the Viagra of Virality
is?
Emo:on

But,
we
believe
it
has
to
be

intense
emo:on
–
either
posi:ve
or
nega:ve

How to test the
hypothesis?
Need
a
measure
of
emo:on

that
captures
emo:onal
extremes

And
taps
into
the
metaphors
that
underlie

virality

©
Copyright
2012
Conquest
Research
&
Consultancy
Ltd.

All
rights
reserved

Metaphorix® is a non-verbal and metaphorical tool which
measures emotional engagement and viral buzz

24

4
4
5

9

11
12

8
9

15

0

5

10

15

20

25

30

1
2
3
4
5
6
7
8
9
10

Simon
Cowell

Viral objects polarise emotions
31

2

4
4
4

8

6

9
10

21

0

5

10

15

20

25

30

35

1
2
3
4
5
6
7
8
9
10

Obama

29

5

11

6

8

15

8

5
4

9

0

5

10

15

20

25

30

1
2
3
4
5
6
7
8
9
10

Tiger
Woods

18

3

5

3

7
6
6

16

10

25

0

5

10

15

20

25

30

1
2
3
4
5
6
7
8
9
10

Lady
Gaga

Deconstructing Virality
Regress
high
levels
of
Virality
to
extremes
of

emo:onal
reac:on

31

2

4
4
4

8

6

9
10

21

0

5

10

15

20

25

30

35

1
2
3
4
5
6
7
8
9
10

Deconstructing Virality
Q3
15

31

54

Buzz

8-‐10

4-‐7

1-‐3

Excitement
Energy
Proximity
Inspiration
There's nothing/one else like it
What they stand for excites me
Something/one I would really trust
Inspires me
Irresistible
Seems to speak to me directly
Is like a friend
An important part of my life
Virality
is
driven
by...

Energy,
Excitement
and
Empathy

Can we extend this to
advertising?

Strong evidence that
‘fame’ advertising works
Binet
&
Field
study
of
IPA
eﬀec*veness
cases
2007

58%
31%
8%
11%
33%
46%
27%
2%
6%
25%
0%
10%
20%
30%
40%
50%
60%
Sales Share Price elasticity Loyalty Penetration
Fame Persuasion

Excitement 10
Inspiration 10
Happiness 10
The ad inspires me (6 or 7)
It makes me want to watch it (6 or 7)
Made me want to buy it (6 or 7)
The ad speaks to me (6 or 7)
Made me feel happy (6 or 7)
Told me something I didn’t know (6 or 7)
Viral
ads
excite,
inspire
and
engage

Virality is driven by inspiration,
energy and excitement
Drivers
of
Ad
Buzz
Excitement
10 23.6
Inspira:on
10 19.5
Happiness
10 14.8
The
ad
speaks
to
me
(6
or
7) 9.08
Told
me
something
new
(verbal) 5.56
0.92
0.86
0.7
0.53
0.35
0.1
0 0.2 0.4 0.6 0.8 1
Involvement
Inspiration
Empathy
Call to action
New information
Enjoyment Mean score correlation


Why
does
adver:sing
go
viral?

Source:
Conquest
quan:ta:ve
ad
evalua:on
2010

Metaphors

Excitement

Inspira:on

Weaker
driver:

Happiness

Verbal
scales

Inspira:on

Involvement

Signiﬁcantly
weaker
driver:

New
news

Viral ideas recruit us by
provoking extremes of
emotional response – either
positive or negative
Excitement, Energy, Empathy
and Inspiration are key

Thank you
David Penn
Managing Director, Conquest

Q & A
Andrew
Jeavons

Survey
Analy:cs

David
Penn

Conquest

David Penn
Check
out
Conquest
at
@
h_p://conquestuk.com

Check
out
Metaphorix®
at
h_p://www.metaphorixuk.com/index.php

Read
David’s
blog
@
h_p://davidpennblog.wordpress.com/

Follow
David’s
tweets@
h_ps://twi_er.com/DavidPenn1

David
on
LinkedIn
@
h_p://uk.linkedin.com/pub/david-‐penn/6/23a/b00

David penn main stage - 2012

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