What's Next in Social... — The Science Behind Sharing
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Alex Je ries, Strategy Partner at MRY and Phil Townend, MD EMEA at Unruly Media
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What's Next in Social... — The Science Behind Sharing
- 1. What’s Next…in sharing | 26.03.14 @MRY_UK #WhatsNext
- 2. Hello 2 ALEX JEFFRIES Strategy Partner MRY PHIL TOWNEND MD EMEA Unruly Media
- 3. Today’s science project 3 • Thesis: sharing matters • Research findings: seven ways to drive sharing success • Lab work
- 5. Clients are demanding earned media on almost all briefs 5 “An earned-first approach..” “..drive down CPEI (cost per earned impression..” “…we want to own the conversation…” ..”create maximum buzz and engagement online.”
- 6. The imperative: Earned reach at scale 930K .118%8%x x = 88 Average organic reach Best-in-class Facebook Share Rate Consumer Shares per post Sainsbury’s Facebook community Sources: Facebook, 2012; Expion, 2012 *Determined based on multiplier of global average of 130 friends per Facebook user * Increased frequency will hit the same group of people over and over Best In Class Potential Earned Reach Per Post* 11,412 Vs. 23M customer transactions per week
- 7. Earned reach at scale is generated by sharing Average organic reach Best-in-class Facebook Share Rate Consumer Shares per post Sainsbury’s Facebook community Sources: Facebook, 2012; Expion, 2012 *Determined based on multiplier of global average of 130 friends per Facebook user * Increased frequency will hit the same group of people over and over Best In Class Potential Earned Reach Per Post* Vs. 23M customer transactions per week 930K .118%8%x x = 88 11,412
- 8. Video is a highly shared content type 8 • 100 hours of video uploaded every minute • 4 Billion videos shared on Facebook every day • 700+ YouTube videos tweeted every minute, 1MM dail • 484bn streams of video sharing data since 2006 Source: Unruly Media
- 9. Video is (currently) favoured by Edgerank Source: EdgerankChecker
- 10. More video platforms than ever before
- 11. And let’s not forget the old truths about video DWELL TIME NOTHING DOES EMOTION BETTER THAN VIDEO+
- 12. Consumers trust their friends more than brands Source: http://www.nielsen.com/us/en/insights/reports-downloads/2012/global-trust-in-advertising-and-brand-messages.html • 92% of consumers “trust completely/somewhat” recommendations from people they know • 47% of consumers “trust completely/ somewhat” ads on TV Paid & Owned Reach Earned Reach 12
- 13. Shared content is more effective than discovered 13 Source: Decipher Talk to someone 33% Homepage visit 24% Searched online 18% Purchased 9% Behaviour within 3 days of viewing shared videos
- 14. Plan for earned media, don’t hope it happens WHY CARE? WHY SHARE? WHY HERE? Does this story evoke an emotional response? Is there a compelling motivation to share? Would someone share specifically on this platform?
- 15. RESEARCH FINDINGS: SEVEN WAYS TO DRIVE SHARING SUCCESS
- 16. Basic emotions Primal responses Cognitive responses Intensity Emotional valence Schema disruption Social motivation Memorability Enjoyability Medium Favourability Interpanel agreement and more... Why do people share?
- 17. 17 #1 make your video emotional Girls don’t poop – PooPourri Poop Meteor Prank - LG Vote PrankVote Poop Prank Videos that elicit a strong emotional response – positive or negative – are twice as likely to be shared
- 18. #2 be positive Videos that elicit a strong positive response – are 30% more likely to be shared than strong negative arousal videos Three - #SingItKitty 3,407,826 views, 262,680 shares
- 19. Negative emotions can drive shares but they are a risky bet
- 20. #3 focus on emotions, not the creative device No creative device drives sharing more than any other (except personal triumph)
- 21. #4 be proud of your brand! Average social video has less than third of branding of a tv ad In the research there’s no correlation between branding and sharing Coca-Cola Happiness Machine 7,528,759 views, 318,386 shares
- 22. #5 don’t over invest in content & underinvest in distribution A video that is seen by few cannot be shared by many
- 23. Natural shape of video sharing 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 Day 2: The Viral Peak Days Following Launch
- 24. #6 exhilarate your audience Exhilaration delivers shares with 65% brand recall HILARITY DELIVERS SHARES WITH 51% BRAND RECALL
- 25. #7 reach light buyers to grow your market share FIGURE 2 - The same Chocolate Brand - FansFIGURE 1 - Chocolate Brand 2011 – Panel Data 80% of a brand’s light buyers contribute to 50% of a brand’s sales
- 26. Emotional campaigns are more profitable than rational campaigns Source: Binet and Field, ‘Marketing in the Era of Accountability’, WARC, 2007 Plot spoiler, yet to be published
- 27. LAB WORK
- 28. Analogue shocker! Use your balloons to vote
- 29. Girls don’t poop – PooPourri 23.7 million views, 1,461,718 shares
- 32. LG Meteor Prank 15.7 million views, 698,965 shares
- 35. 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.
- 36. Thank you 36
Editor's Notes
- Even the most shareable brands cannot achieve scale from their owned communities
- Even the most shareable brands cannot achieve scale from their owned communities
- The Unruly ShareRank algorithm is complex, and contains over 100 variables, including those mentioned above and many more. ‘good enough’ isn’t good enough here. - you want high scores to really make an impact – to have a physiological response.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 In a sense it’s marketing 101. Make content that touches people. Because of social the prize for touching your audience, the prize for making them care – in terms of earned media and word of mouth is bigger than ever before.
- Creating highly shareable content is all about eliciting the strongest possible emotional responses from your audience.Videos which elicit strong emotions from its audience, regardless of whether it’s positive or negative, are twice as likely to be shared than those which elicit a weak emotional response.Funny is not enough, only hilarious will do. Happiness is OK, but we all want to be exhilarated. Fact: Video which elicit strong emotions are twice as likely to be sharedBefore we get started, I’d like you to vote for the ad you want to watch and rate at the end of the presentation.The first ad is called “Girls Don’t Poop” and it’s from a new toilet freshener brand called PooPourri.The second is called “Meteor Prank” and it’s from the masters of viral suspense – LGBoth these ads have charted at #1 in the Global Viral Video Chart, both have generated lots of shares and both will make you smile but one will disgust you and the other will surprise you so let your emotions guide your vote.Vote Poop if want to shake things up a bit and be disgusted. Vote prank if you want to be surprised by a slick and slightly sadistic video trick. Make sure your vote is counted by using the #iabengagehashtag.
- 2. Be positiveVideo content which draws a strong, positive emotional response is 30% more likely to be shared than those which elicit strong negative emotions.Strong negative emotions, such as anger or shock, can prompt us to share, but it is a tough one to get right, as you risk alienating your consumers. Focussing on positive emotions is a much safer bet. Box out fact: Videos which elicit strong positive emotions are 30% more likely to be shared than those which elicit strong negative emotions Example: Budweiser’s Super Bowl Ad is racing ahead in the race to win the Super Bowl crown. It’s a great follow up to its 2013 Super Bowl ad and is a great example of a brand reusing its assets to create a narrative and increase brand recall
- …THAN THOSE WHICH PROVOKE STRONG NEGATIVE EMOTIONSThis one feels counterintive to those of us who believe that “bad news travels fast” but the research shows that Videos which provoke a strong positive response are 30% more likely to be shared than those which provoke strong negative emotions.There’s an exception to this rule, which is “Anger”. Videos that evoke strong feelings of anger are very highly shared, more than any other of the Negative emotions.
- 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. No creative device drives sharing more than any other. So focus on emotions, not creative devices.
- 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. We’re collaborating on a similar study at Harvard Business School that hasn’t been publicly released yet; they will be announcing similar findings next year. Mentions of the brand effect viewer drop off, but don’t affect shareability or viral spread.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
- 5. Don’t underinvest in distribution and over-invest in creativeIt’s all very well being the best violinist in the world, but if you are playing in your bathroom, no one will ever hear you. The same goes with creating contagious video content. Even if you have the most shareable video in the world, if you start with a small base, the total views will typically be small. In other words, video content needs to be widely viewed in order to simply gain an average amount of sharing. Investing in seeding your campaign across a variety of platforms will make it easier to deliver good sharing metrics.
- Key Messagesdistributed 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
- 6. Exhilaration can make a lasting impressionEliciting a strong, positive emotional reaction will not only give your campaign additional reach, it will also help your audience remember you.But which positive emotion is the most likely to help cut through the clutter and help your viewers recall your message? Well, at the individual emotion level, Exhilaration is the most successful, with Hilarity second. Box out fact: Videos that elicit high arousal emotions cut through the clutter and are remembered the most. Exhilaration is the most successful trigger. 65% of all “exhilarating” videos tested were recalled, while “hilarity” was a close second with 51% recall.Example:GoPro Hero 3 - 546% uplift in brand favourability and a 383% uplift in purchase intent -the action camera brand that creates phenomeonally exciting, exhilarating videos that enjoy triple digit uplift in brand favourability and purchase intent.
- 7. Exhilaration can make a lasting impressionEliciting a strong, positive emotional reaction will not only give your campaign additional reach, it will also help your audience remember you.But which positive emotion is the most likely to help cut through the clutter and help your viewers recall your message? Well, at the individual emotion level, Exhilaration is the most successful, with Hilarity second. Box out fact: Videos that elicit high arousal emotions cut through the clutter and are remembered the most. Exhilaration is the most successful trigger. 65% of all “exhilarating” videos tested were recalled, while “hilarity” was a close second with 51% recall.Example:GoPro Hero 3 - 546% uplift in brand favourability and a 383% uplift in purchase intent -the action camera brand that creates phenomeonally exciting, exhilarating videos that enjoy triple digit uplift in brand favourability and purchase intent.
- And Karen’s final finding – alluded to in a cliffhanger final chapter but not yet published in this book - is a bold one. It’s that that emotions drive sales and emotional video campaigns are more profitable than rational video campaigns. This research will confirm the findings of other studies that have used IPA data to correlate emotional intensity with higher levels of effectiveness, whether you measure effectiveness by sales, share or profit objectives.
- So, how to make sure your branded content earns those all important shares? And, have a sense of the earned media your content will receive as you determine your distribution budget?Launched a new tool for predicting the shareability of a video – before it is even launched. The Unruly ShareRank tool goes so far as to identify the specific parts of a video that drive viewers’ response – and hence sharing behavior.Trained from the VVC data set and 70,000+ consumer responses.When we developed Unruly ShareRank: Launched a study 24 months ago and studied 1,000 videos, with a 60/40 split between user generated and branded content. We had a lot of insight already from seeing the videos that trend on the viral video chart – and we developed a number of hypotheses that we tested against the actual share data. Including: Does video length affect shareability? Does celebrity play a role in sharing? Does the presence of branding affect sharing?Using multiple regression analysis, were able to determine the factors that affect video sharing – and there are over 100 of them.What this means is that brands can learn to craft a winning, highly shareable ad, again and again. It’s not about luck. There’s a science to sharing, and this is what we are going to talk about today.SR is a living breathing growing algorithm that is getting smarter with each test – currently 80% accurate in its predictions.ShareRank helps brands create more shareable content and craft the optimal distribution strategy.
- 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. Launched a new tool for predicting the shareability of a video – before it is even launched. The Unruly ShareRank tool goes so far as to identify the specific parts of a video that drive viewers’ response – and hence sharing behavior.Trained from the VVC data set and 70,000+ consumer responses.When we developed Unruly ShareRank: Launched a study 24 months ago and studied 1,000 videos, with a 60/40 split between user generated and branded content. We had a lot of insight already from seeing the videos that trend on the viral video chart – and we developed a number of hypotheses that we tested against the actual share data. Including: Does video length affect shareability? Does celebrity play a role in sharing? Does the presence of branding affect sharing?Using multiple regression analysis, were able to determine the factors that affect video sharing – and there are over 100 of them.What this means is that brands can learn to craft a winning, highly shareable ad, again and again. It’s not about luck. There’s a science to sharing, and this is what we are going to talk about today.SR is a living breathing growing algorithm that is getting smarter with each test – currently 80% accurate in its predictions.ShareRank helps brands create more shareable content and craft the optimal distribution strategy.
- So this is what the UK respondents felt: HILARITY and SURPRISE/HILARITY and DISGUSTAny of the responses on the right can be used to drive shareability (some are negative so brands should be aware of this!)The higher up the y axis you go, the more intense the emotional response; the bigger the bubble, the more people felt this response.(This is for a nationally representative UK sample of 150 people per video)This video evoked higher than average feelings of hilarity and it also evoked DISGUST/SURPRISE: the 2 most common responses in the UK market are lower levels of hilarity and smaller but more intensely experienced levels of happiness. Hilarity also has th highest fail rate of all the emotional triggers – humour’s subjective and there’s so many funny videos out there it’s difficult to get cut through.So what about the social motivations? What was the social reason to share the video? Why would you have shared this video? Anyone?Let’s see what the 150 respondents said…
- This chart works the same as the Psychological triggers – down the right hand side are the most commonly seen social motivations to share and both videos scored much higher than average for the 2 most common social motivations in the UK –seeking a reaction and sharing the emotional experience.The key message here, bubbles aside, is that it’s not enough for us to be touched by a video; as soon as we’ve been touched or moved we want to reach out and touch others in the same way.It’s not enough for us to feel something strongly; we want others to experience the same feelings that we do – human are fundamentally a social species and were hard-wired to share, we take a real pleasure in sharing and the act of self-sharing triggers a similar chemical reaction to eating chocolate.
- 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.
- So this is what the UK respondents felt: HILARITY and SURPRISE/HILARITY and DISGUSTAny of the responses on the right can be used to drive shareability (some are negative so brands should be aware of this!)The higher up the y axis you go, the more intense the emotional response; the bigger the bubble, the more people felt this response.(This is for a nationally representative UK sample of 150 people per video)This video evoked higher than average feelings of hilarity and it also evoked DISGUST/SURPRISE: the 2 most common responses in the UK market are lower levels of hilarity and smaller but more intensely experienced levels of happiness. Hilarity also has th highest fail rate of all the emotional triggers – humour’s subjective and there’s so many funny videos out there it’s difficult to get cut through.So what about the social motivations? What was the social reason to share the video? Why would you have shared this video? Anyone?Let’s see what the 150 respondents said…
- This chart works the same as the Psychological triggers – down the right hand side are the most commonly seen social motivations to share and both videos scored much higher than average for the 2 most common social motivations in the UK –seeking a reaction and sharing the emotional experience.The key message here, bubbles aside, is that it’s not enough for us to be touched by a video; as soon as we’ve been touched or moved we want to reach out and touch others in the same way.It’s not enough for us to feel something strongly; we want others to experience the same feelings that we do – human are fundamentally a social species and were hard-wired to share, we take a real pleasure in sharing and the act of self-sharing triggers a similar chemical reaction to eating chocolate.
- Key MessagesDo responses vary by market?What we have found using the algorithm is that the kind of video content that works in the UK or the US will not necessarily resonate as strongly among Brazilian audiences. For example, humor is a hugely important emotion in the UK and U.S., however, in Brazil it’s significantly less important, with viewers instead more likely to share a video that leaves them exhilarated.”These findings are backed up by Dr Karen Nelson-Field, of the Ehrenberg-Bass Institute of Marketing Science, in her new book, ‘Viral Marketing: The Science of Sharing’. Nelson-Field, who collaborated with Unruly on the Unruly ShareRank algorithm, said: “For brands to make contagious content they need to focus less on creative appeal and more on emotional appeal. Exhilaration is one particular emotion that the vast majority of advertisers tend to ignore. However, videos that evoke feelings of exhilaration tend to be shared more than any other high arousal positive emotion.”The US and UK are cousins and are closer than we sometimes might think – worth noting that Americans like to be awed and the Brits like to be surprised Reasons for sharing differ around the globe. Shared emotional experiences seems to be a consistent motivation to share across the globe. Consumers want to share branded videos because a video has a strong emotional effect on them and they want their friends to experience it too, in the spirit of the sharing economy. Reaction seeking is also fairly consistent – people share because they want to get a reaction from their social connections, whether that’s shocking them, making them laugh or making them weep It’s interesting that Zeitgeist is so popular in Brazil. Consumers are sharing ads because it’s about a current event or trend. We expect the World Cup 2014 to drive the creation and sharing of a lot of branded content in 2014. Our early findings suggest that people experiencing "contempt", "sexual arousal", "pride" and nostalgia" are more likely to narrowcast share. All makes sense (for different reasons). And for social motivations shared passion and social utility IRL lead to narrower sharing (of course - there's a limited number of people who share the passion and a limited number of people you're trying to make IRL arrangements with). While we haven’t built an algorithm for MEA (yet!) we can tell you from the campaigns that we’ve run In UAE that the share rate and CTRs are extremely high. Average CTR of all UAE campaigns run is 7.9% (over 3 times the global average) and average share rate is 2.93% (also over 3 times the global average)