ICLCity2013: How to Use Digital Insight to Create Shareable Content by Cat Jones, Unruly Media
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ICLCity2013: How to Use Digital Insight to Create Shareable Content by Cat Jones, Unruly Media
- 1. @catrjones @unrulymedia Unruly SHARERANk™ The science of Sharing @catrjones @unrulymedia
- 2. @catrjones @unrulymedia Myth #1 You can’t predict Sharing @catrjones @unrulymedia
- 3. @catrjones @unrulymedia Since 2006: >300BN Video Streams
- 4. @catrjones @unrulymedia In conjunction with leading academics, we have identified the metrics that most significantly influence shareability, and used VVC data to weight them and develop our proprietary Unruly ShareRankTM algorithm. References: unrulymedia.com/further-reading
- 5. @catrjones @unrulymedia Unruly ShareRankTM helps create contagious content Predict earned media & use content characteristics to inform distribution strategy Optimize video content to intensify shareability Unruly ShareRankTM IDEATION PRODUCTION PRE-TESTING DISTRIBUTIONRESEARCH Test your recent content & compare it to your sector and competitors to inform content strategy
- 6. @catrjones @unrulymedia Shareability Factors Basic Emotions Primal responses Cognitive Responses Intensity Emotional Valence schema disruption Social Motivation Memorability Enjoyability MEDIUM favourability interpanel agreement More … 100 +
- 10. @catrjones @unrulymedia Trend for Empty 2013: Prankverts: Hilarity + Surprise Nivea: The Stresstest Heineken: The Candidate Cow & Gate Supergroup Hilarity + Warmth + Happiness Fiat: The MotherhoodThree: The Pony Pepsi: Test Drive
- 11. @catrjones @unrulymedia Myth #2 Content Has To Be Funny Budweiser: Brotherhood Views: 14,480,614 Shares: 2,657,610 ShARE rATE: 18.4% @catrjones @unrulymedia
- 12. @catrjones @unrulymedia What is it About ‘THE PONY’ That Drives Warmth?
- 14. @catrjones @unrulymedia TNT Dramatic Surprise Views: 46,644,256 Shares: 4,596,293 Share Rate: 9.9% Myth #3 The Shorter the Better @catrjones
- 15. @catrjones @unrulymedia How Shareable is my Video?
- 16. @catrjones @unrulymedia Days Following Launch Then What? Go Fast Viral peak is day 2 ¼ of a video’s total shares occur in the first three days