Cat Jones of Unruly on Social Video For Social Good

SOCIAL VIDEO FOR SOCIAL GOOD

3. SOCIAL VIDEOS FOR SOCIAL GOOD

1. THE SCIENCE OF SHARING

2. DOING IT ON A SHOESTRING

@catrjones

@unrulymedia

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%Search online

18%Purchase

9%

@catrjones

@unrulymedia

CHARITY/NOT-FOR-PROFIT VIDEO SHARES UP

Shares Up

Q1 2014 vs. Q4 2013

THE SCIENCE OF SHARING

@catrjones

@unrulymedia

SINCE 2006OVER 424BN VIDEO STREAMS TRACKED BY VIRALVIDEOCHART.COM

@catrjones

@unrulymedia

ACADEMIC RESEARCH

@catrjones

@unrulymedia

PEOPLE’S REACTIONS

@catrjones

@unrulymedia

UNRULY SHARERANK™

@catrjones

@unrulymedia

SHARE RATE: THE BEST MEASURE OF

INTRINSIC SHAREABILITY

68 MM views

5 MM shares

7% share rate

134 MM views

5 MM shares

3% share rate

@catrjones

@unrulymedia

UNRULY SHARERANK™

@catrjones

@unrulymedia

THE GOAL IS ‘VALUABLE VIRALITY’

@catrjones

@unrulymedia

WHY DO PEOPLE SHARE?

@catrjones

@unrulymedia

TOP TWO FACTORS

Psychological Responses Social Motivations

@catrjones

@unrulymedia

PSYCHOLOGICAL RESPONSES

@catrjones

@unrulymedia

SOCIAL MOTIVATIONS

THE AVERAGE BRANDED VIDEO TAKES 30

SECONDS TO REVEAL THE BRAND

THERE IS NO CORRELATION BETWEEN

SHAREABILITY AND LEVEL OF BRANDING

BRANDING

DISTRIBUTION

@catrjones

@unrulymediaA big launch maximises the social diffusion curve’s peak and extends the tail

½ of shares occur in the first 3 weeks

THE SOCIAL DIFFUSION CURVE

@catrjones

@unrulymedia

DOING IT ON A SHOESTRING

@catrjones

@unrulymedia

Dollar Shave Club14 M views 250 k shares

<Video placeholder>

DOLLAR SHAVE CLUB

1:33

@catrjones

@unrulymedia

GoPro: Fireman Saves Kitten21 M views 1.4M shares

<Video placeholder>

GOPRO FIREMAN

2:04

@catrjones

@unrulymedia

SOCIAL VIDEOS FOR SOCIAL GOOD

@catrjones

@unrulymedia

PREVALENCE OF PSYCHOLOGICAL RESPONSES WHEN

PEOPLE ARE ALTRUISTICLY MOTIVATED TO SHARE

1. Happiness

2. Warmth

3. Inspiration

4. Awe

5. Surprise

Cat Jones, 2014; Unruly ShareRank data

@catrjones

@unrulymedia

SOCIAL GOOD VIDEO SHARES – MARCH 2014

@catrjones

@unrulymedia

MOST SHOCKING SECOND A DAY

Sadness

Shock

Anger

1:33

@catrjones

@unrulymedia

SOCIAL GOOD VIDEOS – MARCH 2014

Shares Views

1.3%

4.1%1.2%

0.1%

@catrjones

@unrulymedia

DEAR FUTURE MOM

Warmth

Happiness

2:29

@catrjones

@unrulymedia

@catrjones

cat@unrulymedia.com

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