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Winning
Richard Roaf
@rroaf www.alter-eco.co.uk
“Anyone who says they can make
anything go viral is probably a snake
oil salesman or really naive.”
Adam Mordecai, Upworthy
3 INGREDIENTS
1. Seeding
2. Shares per view
3. Clicks per share
1. Seeding
Abandon the myth of virality
• Dove ad had 1356 online communities

• Find yours & the gatekeepers
Image: Face Group & Pulsar
2. Shares per view
• Dr. Karen Nelson-Field assessed 800 Videos by
emotional responses
• Correlated to share rates
Emotions that Drive Sharing
Be arousing

Source: Viral Marketing: The Science of Sharing
Emotions that Drive Sharing
Be arousing
Be positive

Source: Viral Marketing: The Science of Sharing
Emotions that Drive Sharing
Be arousing
Be positive
Make people angry

Source: Viral Marketing: The Science of Sharing
Emotions that Drive Sharing
Be arousing
Be positive
Make people angry
Show personal triumph
Source: Viral Marketing: The Science of Sharing
3. Clicks per Share

The name
Description

Image
Check these guys out
• Face Group: „How Stuff Spreads: How Videos Go Viral part 1 & 2‟
Blogs
• „Viral Marketing: The Science of Sharing‟, Karen Nelson-Field
• Upworthy: One Girl Explains This Kinda Weird But Fun Website
Upworthy, YouTube Video

www.alter-eco.co.uk/ogn
richard.roaf@alter-eco.co.uk @rroaf

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"Winning YouTube: What the Research Says" Richard Roaf

  • 2. “Anyone who says they can make anything go viral is probably a snake oil salesman or really naive.” Adam Mordecai, Upworthy
  • 3. 3 INGREDIENTS 1. Seeding 2. Shares per view 3. Clicks per share
  • 4. 1. Seeding Abandon the myth of virality
  • 5. • Dove ad had 1356 online communities • Find yours & the gatekeepers Image: Face Group & Pulsar
  • 6. 2. Shares per view • Dr. Karen Nelson-Field assessed 800 Videos by emotional responses • Correlated to share rates
  • 7. Emotions that Drive Sharing Be arousing Source: Viral Marketing: The Science of Sharing
  • 8. Emotions that Drive Sharing Be arousing Be positive Source: Viral Marketing: The Science of Sharing
  • 9. Emotions that Drive Sharing Be arousing Be positive Make people angry Source: Viral Marketing: The Science of Sharing
  • 10. Emotions that Drive Sharing Be arousing Be positive Make people angry Show personal triumph Source: Viral Marketing: The Science of Sharing
  • 11. 3. Clicks per Share The name Description Image
  • 12. Check these guys out • Face Group: „How Stuff Spreads: How Videos Go Viral part 1 & 2‟ Blogs • „Viral Marketing: The Science of Sharing‟, Karen Nelson-Field • Upworthy: One Girl Explains This Kinda Weird But Fun Website Upworthy, YouTube Video www.alter-eco.co.uk/ogn richard.roaf@alter-eco.co.uk @rroaf