Francesco D'Orazio, Face, Music 4.5 The Rise of Video

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Knowing the audience: making video viral – how stuff spreads
Understanding and leveraging fan conversations, audience data and social media to make video go viral. Are artist’s audiences and the communities within the audience, being worked and served to maximum potential and value?
Analysing global memes such as Gangnam, Harlem Shake, Daft Punk, and Commander Hadfield.
Francesco D’Orazio, Chief Innovation Officer, Face

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Francesco D'Orazio, Face, Music 4.5 The Rise of Video

  1. 1. How Stuff Spreads! How Video Goes Viral Francesco D’Orazio" @abc3d | PulsarPlatform.com
  2. 2. meme “an idea, behavior, or style that spreads from person to person within a culture”  
  3. 3. 5% 1%
  4. 4. 4  maps  by  visibility  
  5. 5. Facebook   Google   iOS   3%   8%   Android   Web   6%   Web   18%   6%   5%   35%   TweetBuLon   12%   Vine   7%   5%   5%   iPad   9%   Android   60%   17%   iPhone   iPhone   iPad  
  6. 6. 3x! CTR!
  7. 7. Spikers vs Growers! High Volatility" Fast to Peak High Velocity High Shareability Shorter Lifespan   Lower Volatility" Slower to Peak Lower Velocity Lower Shareability Longer Lifespan  
  8. 8. Audience interconnectedness 11.22 4.26 6.84 (avg degree)! 3.14
  9. 9. Audience fragmentation 130 
 communities! 51! communities! (modularity)! 1356
 communities! 387
 communities!
  10. 10. Audience diversity (demographics by top 2 communities)! 130 ! 32, male, white, CAN/USA, into science, tech and comedy 1356 ! 32, female, white, USA/NYC, marketing professional 30, male, white, UK, into tech, comedy and music 51 16, female, white/hispanic, USA/LA, into teen pop and reality tv 25, mixed, white, Turkey/Istanbul, into politics, sports, web ! 21, mixed, white, Turkey/Izmir, into politics, sports, web 17, female, white/black/ hispanic, USA/Texas, into teen pop and reality tv 19, female, white, Global, into comedy, music, tv 387 !
  11. 11. Trigger > Validation > Escalation!
  12. 12. Emotion is the trigger
  13. 13. Community relevance provides validation (topicality & timing)
  14. 14. Gatekeepers activate the communities within the audience and escalate the diffusion
  15. 15. Vs.! But it’s the social structure of the audience that determines the diffusion model
  16. 16. Social Data Intelligence! Francesco D’Orazio" @abc3d | PulsarPlatform.com

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