Now we’re ready for the 2013 Video Marketing Summit panel entitled, “Making Your Videos Famous – The Science of Sharing & Video Diffusion” included moderator Greg Jarboe, Unruly‘s Devra Prywes and Jason Cesare, and OgilvyOne’s Rob Davis. Prywes gave us a post for the summit discussing the importance of sharing that you can read here. The following panel gives a good summary of what Unruly does, and there’s a case study involving IBM for a spot created by OgilvyOne.
The Science of Video Sharing & Diffusion
Why do people share content? If you follow us then you’ll know what Unruly had to say on this matter. People share videos that have strong emotional triggers and have a strong social motivation. They showed this well-worn ad for Heineken, which teamed with the movie Skyfall to create content:
It’s highest scores on the social side (why would I share this?) of the equation were in the areas of “Kudos Authority (you, as a viewer, demonstrating authority or knowledge to others) “Zeitgeist (you’re hip on what’s going on in the world)” and “Reaction Seeking.”
This ad sort of scored low on Unruly’s social curve, as people didn’t really feel the need to share it. By comparison, the Coca-Cola tie-in to James Bond did way better, and it wasn’t nearly as slick or contain a celebrity:
Then you concentrate on earned media, where you try to get influencers in on the content, but then you save the paid piece to activate what you really need to activate.
Davis then spoke about how OgilvyOne and IBM created their annual “5 in 5” spot. This one would focus on the 5 senses. IBM took an “audience first” approach to creating this content. Here’s the “Touch” part of the series:
The data Unruly found for this particular ad was based on a national scale for the purposes of the ReelSEO Video Marketing Summit, not the specific audience IBM was looking for in their own research, and it still scored very high. We’re focusing on “Touch” here because it actually had the highest engagement levels of the series. As Jason explains later, while all the tech companies were aiming for “Hilarity,” IBM decided to go a different way, and their numbers were amazing.