1. Mastering Social Media Success Through Emotions Mihkel Jtma CEO & Founder, Realeyes @realeyesit 2. Social has changed the landscape Before Low volumes, slow, expensive 1 video / market 1,000,000 media budget* 100,000 testing budget* Today High volumes, quick, inexpensive 100s videos / markets 10,000 media budget* 1,000 testing budget* *(per video) 3. Traditional methods are no longer ideal 4. Brands need better data at every stage Plan & Predict Test Know what to invest in Target Know who to show it to Benchmark Know how it performs Measure & React 5. EmotionAll Score EmotionAll distils our data science into a 1 to 10 score thats relative to our entire video database (5000 and growing daily), providing a snapshot of your contents performance. Based on our work in predicting social media actions, supported by analysis of 468 successful Cannes Lions submissions and drawing on extensive academic research in the field, EmotionAll is based on four composite metrics which weve identified as key drivers of success. . Attraction: Can you grab peoples attention? This metric measures the peak in surprise within the first 8 seconds of viewing. Retention: Can you keep it? Measured by the peak of happiness after the first 8 seconds - it represents how well the video maintains attention. Engagement: The overall emotional reaction to the video, reflected in the peak level of engagement reached throughout. Impact: What do you leave people with? Measured by Daniel Kahnemans peak-to-end rule: the impression left by an advert is determined by the emotions evoked at its peak and at the end. It is the average of the peak happiness value and the end happiness value - (peak + end) / 2. 6. Making emotion reading easy 7. Emotions drive social success Source: Realeyes analysis of 2083 YouTube videos and 371,245 video views in March 2015 8. 20% 25% 30% 35% 40% 45% 50% 0:00:00 0:00:10 0:00:20 0:00:30 0:00:40 0:00:50 0:01:00 Brand Shown Engagement Norm - Avg Engagement US 0-60s 15,900,342 views 15,215 shares Attract Retain Engage Impact Hitting the EmotionAll buttons McDonalds Pay with Lovin 9. 20% 25% 30% 35% 40% 45% 50% 0:00:00 0:00:10 0:00:20 0:00:30 Brand Shown Engagement Norm - Avg Engagement US 0-60s M&T Bank - Chris Dambach's Story Attrac t Retain Engage Impact Missing the EmotionAll buttons 186,826 views 8 shares 10. Emotion targeting 11 videos produced 3 markets targeted Which to push the most? 11. 12x social actions for 12. High volumes, quickly, inexpensive Test Know what to invest in Target Know who to show it to Evaluate Know how it performs Measure & React Plan & Predict