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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
