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
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Francesco D'Orazio, Face, Music 4.5 The Rise of Video
- 1. How Stuff Spreads! How Video Goes Viral Francesco D’Orazio" @abc3d | PulsarPlatform.com
- 2. meme “an idea, behavior, or style that spreads from person to person within a culture”
- 6. 5% 1%
- 8. 4 maps by visibility
- 11. 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
- 12. 3x! CTR!
- 14. 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
- 17. 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 !
- 18. Trigger > Validation > Escalation!
- 20. Community relevance provides validation (topicality & timing)
- 21. Gatekeepers activate the communities within the audience and escalate the diffusion
- 22. Vs.! But it’s the social structure of the audience that determines the diffusion model
- 23. Social Data Intelligence! Francesco D’Orazio" @abc3d | PulsarPlatform.com