Social Video - The Science of sharing - Orama.tv
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The Science of sharing: A joint presentation by Dr. Caroline Wiertz from Cass Business School and Louis Tullin from Unruly Media for the YouTube & Social Video Meetup organised by Orama.tv. To join the meetup http://www.meetup.com/London-Social-Video-YouTube/
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Social Video - The Science of sharing - Orama.tv
- 1. THE SCIENCE OF SHARING Dr Caroline Wiertz Louise Tullin @louisetullin
- 2. WE ARE •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 430BN VIEWS OUR MISSION: TO DELIVER THE MOST AWESOME SOCIAL VIDEO CAMPAIGNS ON THE PLANET!
- 4. A GREAT STORY BUDWEISER: PUPPY LOVE 50,226,715 VIEWS SINCE 29TH JANUARY
- 6. WHY IS CONTENT SHARING SO IMPORTANT?
- 7. Need Recognition Evaluation of Alternatives Purchase and Consumption Information Search Post Purchase Evaluation HOW CONSUMERS MAKE PURCHASE DECISIONS
- 9. WHAT ACADEMIA KNOWS ABOUT WORD-OF-MOUTH INFLUENCES
- 10. THE ANATOMY OF WORD OF MOUTH
- 11. SOURCE: WHY DO WE SPREAD WOM?
- 13. MESSAGE: WHAT DO WE SPREAD?
- 14. AUDIENCE: DOES IT MATTER WHO RECEIVES OUR WOM?
- 15. CHANNEL: HOW DO WE SHARE WOM?
- 16. EFFECTS: WHAT IS THE IMPACT OF WOM?
- 17. SHARES ARE THE CURRENCY OF SOCIAL 50x INCREASE 2006 2013
- 18. SHARED VIDEO INCREASES PURCHASE INTENT UP TO 50X (McKinsey)
- 19. #1 KNOW YOUR AUDIENCE
- 21. KNOW YOUR TARGET SEGMENT
- 22. #2 BE CLEAR ABOUT YOUR GOALS
- 23. IAB FRAMEWORK
- 24. #3 BE TRUE TO YOUR BRAND
- 25. Define A Content Strategy that Fits To Your Brand
- 26. DON’T HIDE YOUR BRAND! THE AVERAGE BRANDED VIDEO TAKES 30 SECONDS TO REVEAL THE BRAND THERE IS NO CORRELATION BETWEEN SHAREABILITY AND LEVEL OF BRANDING
- 28. HIGH AROUSAL Milkman & Berger’s (2012) study of NY Times headlines: •Arousal shapes social transmission Arousal as a state of activation •Both positive and negative high arousal emotions are positively correlated with virality •Positive content will be more viral consumers share content to self- enhance •High-arousal negative emotions maybe positively associated with virality
- 29. HIGH AROUSAL Nelson-Field et al’s (2013) study of online videos: •Most videos are either amusing or boring •Positive videos are shared 30% more than negative videos •Videos that elicit high arousal are shared twice as much as those that elicit low arousal emotions •Non-commercial videos typically gain more shares than commercial videos
- 30. HOW DO YOU PREDICT & & IMPROVE CONTENT SHAREABILITY? Basic emotions Primal responses Cognitive responses Intensity Emotional valence Schema disruption Social motivation Memorability Enjoyability Medium Favourability Interpanel agreement and more...
- 31. NO CREATIVE DEVICE DRIVES SHARING MORE THAN ANY OTHER, WITH THE EXCEPTION OF PERSONAL TRIUMPH. SO FOCUS ON EMOTIONS, NOT CREATIVE DEVICES
- 32. Girls don’t poop – PooPourri Poop Meteor Prank - LG You decide… Prank
- 33. Girls don’t poop – PooPourri 26.6 million views, 1.6M shares
- 34. LG Meteor Prank 18.9 million views, 876,349 shares
- 35. #5 MAKE YOUR CONTENT DISCOVERABLE AND UBIQUITOUS
- 36. HIT THE GROUND RUNNING Source: Viral Video Chart 200 most shared branded videos of 2012 • Don’t ‘post and pray’ – smart distribution is key • Use paid media so content is ubiquitous & portable • Configure video player to maximise viral peak • Optimize media plan to slow viral decay Day 2: The Viral Peak Days Following Launch
- 37. THE 3 DAYS WITH THE GREATEST SHARING ACTIVITY ARE WEDNESDAY, THURSDAY & FRIDAY Source: Viral Video Chart – Sharing activity of the 1,000 most shared branded videos 52 weeks to 7th June 2013
- 38. #6 DON’T OVER INVEST IN CONTENT AND UNDER INVEST IN DISTRIBUTION
- 39. NO MATTER HOW SHAREABLE A VIDEO IS, A LARGER VIEWER BASE DELIVERS MORE SHARING A VIDEO THAT IS SEEN BY FEW CANNOT BE SHARED BY MANY
- 40. IN SUMMARY… 1.KNOW YOUR AUDIENCE 2.BE CLEAR ABOUT YOUR GOALS 3.BE TRUE TO YOUR BRAND (AND DEFINE APPROPRIATE CONTENT STRATEGY) 4.CREATE CONTAGIOUS CONTENT 5.MAKE YOUR CONTENT DISCOVERABLE AND UBIQUITOUS 6.DON’T OVER INVEST IN CONTENT AND UNDER INVEST IN DISTRIBUTION
Hinweis der Redaktion
- LT – Hello! Welcome to Unruly and thanks to those who have struggled through the streets of London to make it here despite the tube strike. So who are Unruly? We helps brands to predict the shareability of their ad, get it shared across the Open Web and then track its success using Unruly Analytics.Campaigns we’ve worked on include Dove Beauty Sketches, the most viewed ad of all time and the third most shared ad of 2013, Evian's world record-breaking Roller Babies, Heineken The Entrance and Old Spice's groundbreakingThe Man Your Man Could Smell Like.We also own and operate the Unruly Viral Video Chart which has tracked 430 billion video views since 2006 and has been dubbed by Will.I.Am as the billboard 100 for our generation. The Unruly Viral Video Chart (VVC) has been the definitive source for video sharing data around the globe since 2006. It is the largest historical data set of sharing behaviour on the social web, measuring share of voice and campaign effectiveness. It constantly scans the social web to track in real-time the most shared ads around the world. It’s a very powerful tool for marketers, ranking by shares rather than views & enabling them to see what’s trending and how their ad is performing.
- Video is a great medium to tell stories!This ad was only released on 29 October and is already racked almost 2 million sharesMost importantly it shows the value of creating emotionally engaging content
- We focus on how to make stories contagious
- LT - Branded video shares are going up. We’ve been tracking the most shared videos at Unruly – UGC and branded - since 2006, when we launched the Viral Video Chart. Over that time we’ve seen an explosion in the amount of video that brands are making and an explosion in the amount of videos that people are sharing. When Dove Evolution was one of the most shared video ads in 2006 it finished the year with 60,000 shares. In 2013, Dove RBS garned 4.4 M shares. The most successful ads are generating millions of shares and tens of millions of views meaning that sharing has increased 50xs (NOTE: This is when you take the shares at the end of the year, rather than all time shares as is displayed on this slide). Why should you care about shares? Shares are the gold standard of sharing – electronic WOM. Video perfect vehicle for creating eWOM because it creates emotional engagementNielson study: Trust in standard media channels decreasing whilst WOM increasing, TV below 50% trust, forums remain static at 70% trust but word of mouth increased from 90% to 90.7%People share when they care. When you have made a genuine connection and they care about what you have to say. And for that reason they’re a crucial KPI in any authentically social campaign. A share is a genuine measure of deep engagement and social proof that the video has made an emotional connection – and the nature of that emotional connection - whether you’ve amused, appalled, astonished or embarrassed the viewer can radically effect the outcomes generated by that share.
- LT - In addition, according to McKinsey a high-impact recommendation — from a trusted friend conveying a relevant message, for example — is up to 50 times more likely to trigger a purchase than is a low-impact recommendation and word of mouth is the primary factor behind 20 to 50 percent of all purchasing decisions- McKinsey Quarterly, 2010
- Need do know your target segment, so you know how and what to communicate
- BE CLEAR ABOUT YOUR GOALS
- LT - It seems that any brand CMO’s CV is not complete without at least one viral video campaign to shout about. However, just releasing a video you think is funny without any paid distribution in the hope of it attracting loads of earned (free) media is the strategic equivalent of sticking your hand in a haystack and hoping to pull out a needle. A social video which is specifically targeted towards your audience and your KPIs (whether they be to drive action, advocacy, attention or awareness) will bring you more success than trying to create the next ‘Viral’ hit. Your video campaign will only achieve its full potential if you’re clear about what you want. Engaged views are just the starting point, the crudest metric. Fine for measuring awareness but just the tip of the iceberg and the top of the marketing funnel. Because users are actively choosing to watch the content, social video works well at all stages of the purchase decision-making funnel.We worked with the IAB back in 2010 to develop the Social Media Framework – the 4 As that social video campaigns can deliver against- Awareness, Action, Advocacy and Attention. These are our Bible because the KPIs required determine the social plugins, data plugins, media partners, platform optimization, launch timings and campaign length.
- Know what your brand stands for – need shareable content, but also need to have content that is integral to your brand. Not content in isolation, everything needs to fit into one strategy
- LT -Does too much branding within a video put people off sharing? Many people think the answer to this is yes – and there are plenty of so-called virsl ads that are executed “guerilla style”, with little or no branding. In fact, when we subcoded the videos in the dataset by objective measures of brand execution, we found that on average it takes a brand 30 seconds to reveal itself in the video. You’d be right to question the value of a video hit if no one knows it’s your brand that made it!YET we found absolutely NO evidence to support that branding hampers sharing. There was no statistical relationship between sharing and branding; on the contrary, the “High Arousal Positive” videos, the type of video displayed the most, have the highest level of branding. Using poorly branded advertising is like throwing away your marketing budgetSo when you consider that the average social video has less than a third of the branding than an average TV commercial, it’s a huge opportunity lost by a lot of marketers looking to make the most of the social web. Poorly branded advertising is ineffective and if an ad cannot be correctly attributed to the brand it may be misattributed to the competitor.We’d argue that its not the level of branding that matters, it’s the way in which the brand is present. In the Coke Happiness ads, the Coke vending machine is at the heart of the video, it’s the main character of the video and that drives a “valuable virality” rather than pouring a marketing budget down the sink. The brand should appear in order of appearance, but it’s about subtly. You need to use your brand as the main character in your movie
- LT - So we know that’s sharing’s on the up, but how do you predict what people will share? There are still people who maintain it's not possible to predict viral video success. There's been a myth around the "black box" or "black swan" or "black arts" for a long time now, but these are myths and phrases that belong to the dark ages of social marketing.We should all be committed to dispelling these myths.1. They needlessly mystify the discipline of video creation and distribution2. They're used as an excuse for failed campaigns3. They're actually holding back those brands who want to create and distribute spreadable content repeatably, reliably and at scale.We decided to put an end to these myths and our team of statisticians have developed the Unruly ShareRank algorithm by conducting multiple regression using a variety of sources, including:Technology: The Unruly Viral Video Chart uses proprietary social tracking technology, which has been collating video sharing data since 2006 and now stores data from over 430 billion video streams;Academic research: Collaboration with leading academics, particularly Dr Karen Nelson-Field (Ehrenberg-Bass Institute for Marketing Science) and Harvard Business School on the key variables which drive video sharing;Consumer data: Analysis of thousands of consumer panel responses, measuring their psychological responses to video content and their social motivations to video contentThe Unruly ShareRank algorithm is complex, and contains over 100 variables.Two of the most significant factors in the algorithm (and hence two of the most significant drivers of shareability) are the intensity of the psychological response elicited in the viewer, and the strength of the motivation they have to share. Of course, there are many other facts that affect sharing and feature in the algorithm, but a rough rule of thumb is that if you can make someone feel something really strongly, and give them a good reason to share, you’re probably onto a winner. Please refer to the scorecards on your seats to see the full range of social motivations and psychological responses available to you. We’ll test you using these cards later in the presentation.
- LT - In one of her studies, Karen subcoded the videos by 14 types of creative device and found that most creative devices can be successful and non-successful (in terms of shares) and can equally incite high and low arousal. So for every famous cat or dancing baby there are hundreds of cats and babies that nobody’s watching or sharing. Personal triumph is an exception – videos that show the protagonists overcoming the odds, beating their personal demons, shared significantly more than all the other devices even when it it is Low Arousal.Yet interestingly it is rarely used. Only 3% of the 800 videos coded for creative made use of the personal triumph device.
- You were choosing between the Girls Don’t Poop ad from PooPourri and the Prank ad from LG. The results are in and you have chosen….
- Nope, there’ll be no pooping on this stage today…In the grand tradition of British Toilet Humour, you’ve chosen Girls don’t Poop.How many of you have seen this video already?Before we start the ad, you should have a Will It Share scorecard on your seat. This contains the most commonly used psychological triggers and the most common social motivations that lead people to share videos.If you don’t have a scorecard, sit back and enjoy the ad; if you do have a score card this is your chance to rate the content – to pick out 2 or 3 of the emotional and social triggers that would lead YOU to share this ad. The higher the score you give, the more likely you are to share the video. Once we’ve watched the video, we’ll see how your feelings compare with the UK national rep audience.
- You’re a cruel, sadistic audience. You’ve chosen the LG Meteor Prank.How many of you have seen this video already?Before we start the ad, you should have a Will It Share scorecard on your seat. This contains the most commonly used psychological triggers and the most common social motivations that lead people to share videos.If you don’t have a scorecard, sit back and enjoy the ad; if you do have a score card this is your chance to rate the content – to pick out 2 or 3 of the emotional and social triggers that would lead YOU to share this ad. The higher the score you give, the more likely you are to share the video. Once we’ve watched the video, we’ll see how your feelings compare with the UK national rep audience.
- LT- Key MessagesThere is no good having great or even decent content which sits and festers in a Youtube channel or is only placed in niche, small trafficked areas of influenceWe know that 25% of all sharing happens within the first 3 days of launch, with 50% of sharing happening within the first 3 weeks – so brands need to front load their distribute to kick-start a viral cascade, causing content to trend on video discovery and viewing platforms in the long term & drive the size of the earned media potential. Your best strategy is to tease your content by targeting early adopters & influencers in the run up to launch, maximise awareness and views at the critical launch period and then extend the campaign after launch. So GO FAST! distributed in a player with sharing functionality which is optimized for the environments on which these viewers want to share the video - Include plug ins for the most relevant social platforms and for the type of sharing most likely to occur – email or snap chat for narrowcast; Twitter for broadcast• Place in native environments where the surrounding copy or content focuses on amplifying the factors that we know from the ShareRank study will drive sharing for different audiences (whether through PR placement, blogger activation, paid placement – cool hunters loved this content, it’s bang on trend with wearable tech and bloggers could have had some fun and kudos). Gendered players and approaches bearing in mind the different responses – some women were disgusted while men were incredulous and amazed. • Include social annotations at the very moments when viewer response is heightened, using language that reinforces the social or psychological trigger which drives the most sharingDistribute in media environments where your target audiences spend their time; target super-sharers and optimize for sharing in real-time
- LT- We examined the most shared videos of the past year using the Unruly Viral Video Chart. We discovered that the days where most sharing activity occurs are Wed, Thu and Friday
- Karen’s research covered UGC and brand content and she found that paid distribution played a really significant role in increasing the chance and the level of social spread or earned views.
- LT- It doesn’t matter how shareable a video is – a video that is seen by few cannot be shared by many. Social success happens faster than ever before. Distribution was key to maximising social spread, kick-starting a viral cascade and slowing viral burn out.Reach is important, but it needs to be quality reach to achieve maintenance and growth. There is no point just sticking your videos on your Facebook or Twitter profiles – you’re already preaching to the converted. In this image we can see how an FMCG brand has performed. To build the market share of your brand, you need to reach out to light and medium buyers outside of owned social media channels. A brand’s light buyers are the most important for a brand’s growth, with a brand’s light buyers according for 50% of a brand’s sales (not the 20% which marketers traditionally attribute to light buyers)Only 1 / 3 video views take place on YouTube and the YouTube Player