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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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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% OF THE INTERBRAND 100
•GLOBAL REACH 1.05BN MONTHLY UNIQUE USERS
OUR MISSION: TO DELIVER THE MOST
AWESOME SOCIAL VIDEO CAMPAIGNS
ON THE PLANET!
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
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; 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%
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...
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 Prank Vote 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% 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
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
Three - #SingItKitty
3,407,826 views,
262,680 shares
Positive
High Arousal Low Arousal
Hilarity Amusement
Inspiration Calmness
Astonishment Surprise
Exhilaration Happiness
Negative
High Arousal Low Arousal
Disgust Discomfort
Sadness Boredom
Shock Irritation
Anger Frustration
SHOCK OR ANGER CAN DRIVE SHARES BUT
THEY ARE A RISKY BET
NO CREATIVE DEVICE DRIVES SHARING MORE
THAN ANY OTHER (EXCEPT PERSONAL TRIUMPH)
#3 FOCUS ON EMOTIONS, NOT THE CREATIVE
DEVICE
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
#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 RECALL
#7 REACH LIGHT BUYERS TO GROW
YOUR MARKET SHARE
FIGURE 2 - The same Chocolate Brand - Fans FIGURE 1 - Chocolate Brand 2011 – Panel Data
80% of a brand’s light buyers contribute
to 50% of a brand’s sales
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.
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?
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
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
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
Winner 2012 Digital Innovation
Award
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