In today’s socially connected world, marketers are turning to viral video in the social media space as a way to extend reach and gain cut through. But why are some videos shared tens of thousands of times, while others fall short of expectations?
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#CU12: Using emotions to drive online video sharing - Margaret Faulkner at Connecting Up 2012
1.
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with major implications
6. Sharing for low-
cost reach
We thought a few
thousand people would
see the film, but in less
than a week, millions of
people around the world
saw it.
Danica Russell
http://www.smh.com.au/world/kony-campaigners-wife-
explains-irrational-acts-20120318-
1vcwu.html#ixzz1sOO6D0FD
Image: Creative Commons Attribution-Share alike 2.0
http://www.flickr.com/photos/gabinete/6836134192
7. Social media provides new
opportunities
Power of personal referral not new (i.e. WOM)
Web 2.0 opportunities to tap into vast numbers
across vast networks
Particularly with rise of sharing giants
and increased sharing functionality
Image: Creative Commons Attribution 2.0
http://www.flickr.com/photos/cambodia4kidsorg/5927016028
8. Currently more art
than science?
Salsa Dog:
http://www.youtube.com/watch?v=tfkIFULmfk
w
Salsa Dog http://www.youtube.com/watch?v=tfkIFULmfkw
9. Must love dogs?
Ultimate Dog Tease:
http://www.youtube.com/watch?v=nGeKSi
CQkPw
Ultimate Dog Tease
http://www.youtube.com/watch?v=nGeKSiCQkPw
10. High or Low Arousal
Psychological construct of emotion
Emotions likely to cause a
physiological response
- heart rate, sweating, smile, tears
Sharing occurs shortly afterwards
Extent of sharing related to
strength of arousal
Oval Budha: Takashi Murakami pop art exhibition at Versailles 2010
11. Fit Metric to Objective
Low cost
reach
requires
sharing
Creative Commons Attributions 2.0 http://www.flickr.com/photos/25609635@N03/4917447789
12. Sharing via Facebook
Facebook function used to explore which
emotions drive video sharing
Two studies of the 400 most shared videos
Measured total average share/day/video
(actual figures)
Study 1: User-generated videos
Study 2: Brand videos
15. Emotions related
to sharing
Four broad categories of
emotions:
humour, motivation,
temperament and awe
Valence: positively or
negatively driven emotion
Creative Commons Attribution-Share alike 2.0 Generic
Buster Benson expressions based on Paul Eckman Facial Action Coding System
http://www.flickr.com/photos/erikbenson/490830281
26. Concluding comments
We now have a greater
understanding of why some
videos are shared more than
others
We also can explore the forms
of emotion elicited to test
whether the videos maximise
arousal or fulfill our objectives
Creative Commons Attribution 2.0 Generic
http://www.flickr.com/photos/mabahamo/4751785617/lightbox/
27. Next steps
Consider the objectives of
your marketing activity
How will you evaluate its
success?
Pre-test and modify
Pre-testing again before
release to increase
effectiveness
Creative Commons Attribution 2.0 Generic
http://www.flickr.com/photos/alancleaver/3217662958
28. Staying Alive: US and UK style
US:
Youtube clip:
Image and clip sourced from:
http://www.crowdrise.com/han
dsonlycpr/fundraiser/american
heart?ref1=socialmedia
UK: Vinne Jones Hard and Fast
CPR
http://www.youtube.com/watch
?v=ILxjxfB4zNk&feature=player
_embedded
29. Motivation video
http://www.youtube.com/watch?v=_4jgUc
xMezM&feature=player_embedded
33. Institute contacts:
Non-profit marketing: Dr Margaret Faulkner
margaret.faulkner@marketingscience.info
Social media marketing: Dr Karen Nelson-Field
karen.nelson-field@marketingscience.info
Other Institute enquiries: www.marketingscience.info
info@marketingscience.info
34. Literature references:
Psychology
Baumeister, R. & Bushman, B., (2010). Social Psychology and Human Nature, Wadsworth, Cengage Learning, Belmont CA.
Cacioppo, J.T., Berntson, G.G., Larsen, J.T., Poehlmann, K.M. & Ito, T.A. (2000), "The psychophysiology of emotion". Haviland-Jones,
M.L.a.J.M. (ed.) In: Hanbook of Emotions, 2nd ed., The Guilford Press, New York,
Heilman, K. (1997), "The Neurobiology of Emotional Experience", Journal of Neuropsychiatry and Clinical Neuroscience, 9, 3, 439-448.
Rimé, B., Philippot, P., Boca, S. & Mesquita, B. (1992), "Long-lasting cognitive and social consequences of emotion: Social sharing and
rumination.", European Review of Social Psychology, 3, 225-258.
Rimé, B., Finkenauer, C., Luminet, O., Zech, E. & Philippot, P. (1998), "Social Sharing of Emotion: New Evidence and New Questions", European
Review of Social Psychology, 9, 145-189.
WOM
East, R., Hammond, K. & Lomax, W. (2008), "Measuring the impact of positive and negative word of mouth on brand purchase probability",
International Journal of Research in Marketing, 25, 3, 215-224.
Advertising
Southgate, D., Westoby, N. & Page, G. (2010), "Creative determinants of viral video viewing", International Journal of Advertising, 29, 3, 2-14.
Eckler, P. & Bolls, P. (2011), "Spreading the Virus: Emotional Tone of Viral Advertising and Its Effect on Forwarding Intentions and Attitudes",
Journal of Interactive Advertising, 11, 2, 1-11.
Dobele, A., Lindgreen, A., Beverland, M., Vanhamme, J. & van Wijk, R. (2007), "Why pass on viral messages? Because they connect emotionally",
Business Horizons, 50, 4, 291-304.
Southgate, D., Westoby, N. & Page, G. (2010), "Creative determinants of viral video viewing", International Journal of Advertising, 29, 3, 2-14.
Brown, M., Bhadury, R. & Pope, N. (2010), "The Impact of Comedic Violence on Viral Advertising Effectiveness", Journal of Advertising, 39, 1,
49-65.
Poels, K. & Dewitte, S. (2006), "How to capture the heart? Reviewing 20 years of emotion measurement in advertising", Journal of Advertising
Research, 46, 1.
Berger, J. (2011), "Arousal Increases Social Transmission of Information", Psychological Science Online, 22, 7, 891-893.
Berger, J. & Milkman, K. (2010), Social Transmission, Emotion, and the Virality of Online Content, Wharton Business School, University of
Pennsylvania.