cat jones of unruly on social video for social good
TRANSCRIPT
SOCIAL VIDEO FOR SOCIAL GOOD
3. SOCIAL VIDEOS FOR SOCIAL GOOD
1. THE SCIENCE OF SHARING
2. DOING IT ON A SHOESTRING
@catrjones
@unrulymedia
WHY DO SHARES MATTER?
Behaviour within 3 days of viewing shared videos
Source: Decipher Brand Tracking SINCE Apr’13; Response captured through follow-up survey sent out 3 days after social video viewing (n=5,972)
Talk to someone
33%Homepage visit
24%Search online
18%Purchase
9%
@catrjones
@unrulymedia
CHARITY/NOT-FOR-PROFIT VIDEO SHARES UP
Shares Up
Q1 2014 vs. Q4 2013
THE SCIENCE OF SHARING
@catrjones
@unrulymedia
SINCE 2006OVER 424BN VIDEO STREAMS TRACKED BY VIRALVIDEOCHART.COM
@catrjones
@unrulymedia
ACADEMIC RESEARCH
@catrjones
@unrulymedia
PEOPLE’S REACTIONS
@catrjones
@unrulymedia
UNRULY SHARERANK™
@catrjones
@unrulymedia
SHARE RATE: THE BEST MEASURE OF
INTRINSIC SHAREABILITY
68 MM views
5 MM shares
7% share rate
134 MM views
5 MM shares
3% share rate
@catrjones
@unrulymedia
UNRULY SHARERANK™
@catrjones
@unrulymedia
THE GOAL IS ‘VALUABLE VIRALITY’
@catrjones
@unrulymedia
WHY DO PEOPLE SHARE?
@catrjones
@unrulymedia
TOP TWO FACTORS
Psychological Responses Social Motivations
@catrjones
@unrulymedia
PSYCHOLOGICAL RESPONSES
@catrjones
@unrulymedia
SOCIAL MOTIVATIONS
THE AVERAGE BRANDED VIDEO TAKES 30
SECONDS TO REVEAL THE BRAND
THERE IS NO CORRELATION BETWEEN
SHAREABILITY AND LEVEL OF BRANDING
BRANDING
DISTRIBUTION
@catrjones
@unrulymediaA big launch maximises the social diffusion curve’s peak and extends the tail
½ of shares occur in the first 3 weeks
THE SOCIAL DIFFUSION CURVE
@catrjones
@unrulymedia
DOING IT ON A SHOESTRING
@catrjones
@unrulymedia
Dollar Shave Club14 M views 250 k shares
<Video placeholder>
DOLLAR SHAVE CLUB
1:33
@catrjones
@unrulymedia
GoPro: Fireman Saves Kitten21 M views 1.4M shares
<Video placeholder>
GOPRO FIREMAN
2:04
@catrjones
@unrulymedia
SOCIAL VIDEOS FOR SOCIAL GOOD
@catrjones
@unrulymedia
PREVALENCE OF PSYCHOLOGICAL RESPONSES WHEN
PEOPLE ARE ALTRUISTICLY MOTIVATED TO SHARE
1. Happiness
2. Warmth
3. Inspiration
4. Awe
5. Surprise
Cat Jones, 2014; Unruly ShareRank data
@catrjones
@unrulymedia
SOCIAL GOOD VIDEO SHARES – MARCH 2014
@catrjones
@unrulymedia
MOST SHOCKING SECOND A DAY
Sadness
Shock
Anger
1:33
@catrjones
@unrulymedia
SOCIAL GOOD VIDEOS – MARCH 2014
Shares Views
1.3%
4.1%1.2%
0.1%
@catrjones
@unrulymedia
DEAR FUTURE MOM
Warmth
Happiness
2:29
@catrjones
@unrulymedia
@catrjones
Winner Best Content
Distribution Service
Winner Digital Innovator of
the Year
Winner 2012 Digital Innovation
Award