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:
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.