Francesco D'Orazio, Face, Music 4.5 The Rise of Video

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Knowing the audience: making video viral – how stuff spreads Understanding and leveraging fan conversations, audience data and social media to make video go viral. Are artist’s audiences and the communities within the audience, being worked and served to maximum potential and value? Analysing global memes such as Gangnam, Harlem Shake, Daft Punk, and Commander Hadfield. Francesco D’Orazio, Chief Innovation Officer, Face

Negócios Diversão e humor Tecnologia

How Stuff Spreads!
How Video Goes Viral

Francesco D’Orazio"

@abc3d | PulsarPlatform.com

meme

“an idea, behavior, or style
that spreads from person to
person within a culture”

Facebook

Google

iOS

3%

8%

Android

Web

6%

Web

18%

6%

5%

35%

TweetBuLon

12%

Vine
7%

5%

5%

iPad

9%

Android

60%

17%

iPhone

iPhone

iPad

Spikers vs Growers!

High Volatility"
Fast to Peak
High Velocity
High Shareability
Shorter Lifespan

Lower Volatility"
Slower to Peak
Lower Velocity
Lower Shareability
Longer Lifespan

Audience interconnectedness

11.22

4.26

6.84

(avg degree)!

3.14

Audience fragmentation
130
 

communities!

51!
communities!

(modularity)!

1356 
communities!

387 
communities!

Audience diversity

(demographics by top 2 communities)!

130

!

32, male, white, CAN/USA,
into science, tech and
comedy

1356

!

32, female, white, USA/NYC,
marketing professional

30, male, white, UK, into
tech, comedy and music

51

16, female, white/hispanic,
USA/LA, into teen pop and
reality tv

25, mixed, white, Turkey/Istanbul,
into politics, sports, web

!

21, mixed, white, Turkey/Izmir,
into politics, sports, web

17, female, white/black/
hispanic, USA/Texas, into
teen pop and reality tv

19, female, white, Global,
into comedy, music, tv

387

!

Community relevance
provides validation
(topicality & timing)

Gatekeepers activate the
communities within the
audience and escalate the
diffusion

Vs.!

But it’s the social structure of the
audience that determines the
diffusion model

Social Data Intelligence!

Francesco D’Orazio"

@abc3d | PulsarPlatform.com

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