Making Your Videos Famous – The Science of Sharing & Video Diffusion [Case Study]

Making Your Videos Famous – The Science of Sharing & Video Diffusion [Case Study]

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:

Despite the fact that “Hilarity” was cited as the trigger by most people who  watched the ad (also “Awe” and “Exhilaration”), it didn’t score high on  intensity on any category…in other words, people thought it was kind of  amusing, somewhat exciting, but they did not think it was truly special.   If you want to know more about the fallacy of “hilarity,” here’s  the Unruly report on that.

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:

Making Your Videos Famous – The Science of Sharing & Video Diffusion [Case Study]Rob Davis started speaking and took the phrase,  “paid-owned-earned,” as it relates to the type of media coverage you want, and  told people to shift the emphasis to “owned-earned-paid,” telling them that if  they can’t get the “owned” (any media you control and don’t have to pay for)  part of the equation right, they will definitely not be able to get the other  media right.

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:

One thing they did with this add is show easily identifiable  annotations that told viewers there were more than just one video here and  there was more to do than just click play.

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.

At this point the panel was opened up for questions.  We’d like to thank Video  Aptitude for their work on the video.  If you’d like to watch the  entire summit, here’s a link to the playlist.

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