Using Big Data to measure the Effectiveness of Viral Marketing

Marshall Sponder October 23, 2013

What does it take to identify, ideate, create

and track Viral Media Campaigns?

Data supporting

demand for Viral

Media, particularly

Viral and Social Videos

35% of adults who post

videos online (11% of all

adult internet users)

hope to see their video

go viral.- Pew Report - Pew Internet

http://www.reelseo.com/online-video-uploads-double-years-35-hope-viral-report/

The number of adult

Americans who watch online

video has risen to 78% while

those who upload video to

the internet has doubled

since 2008 from 14% to 31%.Source: PEW Report

More people are enjoying Online Videos and

recommending them to their friends, augmenting viral spread

https://intelligence.businessinsider.com/how-social-video-is-replacing-cable-2013-6

WOM is the most popular way to share content

that would go viral

https://intelligence.businessinsider.com/how-social-video-is-replacing-cable-2013-6

Photo and Video-Based Social Media

Gains Widespread Adoption Among Retailers

https://intelligence.businessinsider.com/photo-and-video-based-social-media-for-retail-2013-7

Facebook seems to be the best place to

embed Social Video (campaigns)

https://intelligence.businessinsider.com/how-social-video-is-replacing-cable-2013-6

User generated content & professional (Paid Ads) are

the preferred way to create and spread Viral Video

https://intelligence.businessinsider.com/how-social-video-is-replacing-cable-2013-6

Viewers are affected when viewing strong

Video Content including Video Advertising

campaigns

Note: We started our inquiry around Social Videos because

that is Unruly area of focus and their secret sauce.

Exposure to Social Video campaign for Go Pro Hero 3 in the UK increased

likelihood of viewers to buy products and services ~400% than those not

exposed.

Emotions are at the root of Viral Marketing - we do not

share what we are not feeling strongly about"

"The TV industry is at an inflection point now

with the introduction of new media, which is

expanding the need for a new kind of

analytics".

- David Poltrack, chief research officer at CBS

http://www.networkworld.com/news/2013/092313-gartner-big-data-274085.html

New Analytics are needed for New Media

What is Big Data?

Source: www.idg.com.au/cio/events/futurestatecio/BigDataWhitePaper-May2013.pdf

Understanding and managing

“Big Data” is part of Social Video

and Viral Video Campaigns.

Platforms such as NetBase and

Unruly can be combined to

provide New Insights to drive

Actionable Results.

Good marketing research is relevant

and rigorous.

Relevance cannot be achieved

without rigor, but rigor can be

achieved without relevance.

- Karen Nelson-Field - Viral Marketing - The Science of Sharing

The widely accepted view is that an

emotional response is important

in driving further cognitive or behavioral

responses.

Reactions to advertising-or anything else

for that matter-are rarely purely rational.

- Karen Nelson Field, Viral Marketing, The Science of Sharing

Explanation of the Brand Passion Index -

Will Content Spread?

Emotive Tracking for VIRAL Campaigns using NetBase

Scoring EMOTIONS and PASSION/INTENSITY can

be adapted to Social Campaign tracking

Scoring Strong Passion for a SPECIFIC EMOTION

NetBase can do something almost no other platform was built to

process - analyze text for any emotion and intensity

Brand Passion Index: Dancing with the

Stars Crushes the Competition | NetBase

http://www.netbase.com/sentiment/brand-passion-index-dancing-with-the-stars-crushes-the-competition/

NetBase is an unparalleled platform for understanding the feelings around any topic and can

be used to understand what topics and content could take off and become viral, and why

NetBase recently launched TV Show Analysis Dashboard reveals at a

glance key metrics and real-time trends in audience reactions to

various TV/Cable shows (show: The Walking Dead].

Source: TV and Ads eBook – NetBase

The NetBase TV

Show Analysis

Dashboard shows

key metrics and

real-time trends

in the audience

reaction and

passions at a

glance to any

content

programming.

Source: TV and Ads eBook – NetBase

A Connection between TV Viewership and Twitter has been vindicated a

Nielsen study earlier this year and several recent acquisitions by

Twitter of Bluefin Labs, Trendrr and from Nielsen, SocialGuide

https://intelligence.businessinsider.com/the-twitter-advertising-system-2013-5

Nov?40%

Out of the Box NetBase is able, via TV Analytics, to identify individual

elements of a show, such as the characters against each other for

buzz and sentiment passion intensity.

Note: An additional step, based on this webinar, would be combining emotion tracking along

with the TV Analytics that NetBase provides and come up with what specific emotions and

effects Online Content has along with the effect the emotion has on Viral Sharing.

Source: TV and Ads eBook – NetBase

Episodes can be compared to each other on a range of criteria,

including Passion Intensity

Source: TV and Ads eBook – NetBase

Certain types of programming are more influenced by Tweets of

Viewers than others, particularly Competitive Reality (i.e.: The Voice),

Face Off, American Idol where both Unruly and NetBase have more data

to work with.

https://intelligence.businessinsider.com/the-second-screen-is-a-top-mobile-activity-2013-9

https://intelligence.businessinsider.com/the-second-screen-is-a-top-mobile-activity-2013-9

The stakes for hitting it right with Socially Viral Media (esp.

online video campaigns) will be sky rocketing past 2016

Online Videos analyzed for Passion/Intensity/Sentiment

Unruly – Viral Video Chart 9/30 – Top Social Videos

NetBase detects emotion and behavior much

easier than other platforms I have worked with

Arousal Valence Emotions Grid

Source: Karen Nelson-Field - Viral Marketing, The Science of Sharing, Table 3-2, page 24

Two factors of sharing –

psychological and Social motivations

Unruly Media Psychological Response

Note: The classification system above is similar but not identical to what Karen Nelson-

Field uses in her research on Viral Marketing and in her book on Social Sharing.

Reading Sentiment using NetBase

Hilarity Filter – this is one of 16 psychological filters I built using NetBase Composer

Ylvis - The Fox (What does the Fox say?) [Official music video HD]

Note: This video was shared by 1:13 people who viewed it.

Unruly Data on Ylvis The Fox corresponds to some extent with NetNase's Emotion sharing - reaffirming the link between

emotion and sharing

Want a Million Likes on Facebook?

It's All About the Re-shares

Source: Allfacebook.com

STUDY: If A Facebook Post Hasn’t Gone Viral

In Three Hours, It Probably Won’t

Source: Allfacebook.com

Twitter explains how Chris Hadfield went viral |

Technology | theguardian.com

Facegroup » Twitter Video Virality - Chris Hadfield

Telekinetic Coffee Shop Surprise#1 on Unruly Viral

Video Chart as of 10/13/13

http://viralvideochart.unrulymedia.com/youtube?id=VlOxlSOr3_M

The video was shared 1:21 which is somewhat less than Ylvis the Fox

Astonishment drives many responses to top online

video (social) campaigns

Encoding Emotions is possible

using NetBase with Unruly

The Value of using

NetBase and

platforms such as

Unruly to drive

marketing results

that are Actionable.

Figuring out, at least, partially what content is sharable

has high value to both Marketers and Creatives

https://intelligence.businessinsider.com/the-rise-of-native-advertising-2013-10

Facebook is a good way to spread viral content, esp.

for mobile based viral campaigns

https://intelligence.businessinsider.com/the-rise-of-native-advertising-2013-10

Video Ad Networks, Video Sites and Social Media are where

the Ad Spending and Viral Seeding funds are best spent

https://intelligence.businessinsider.com/the-rise-of-native-advertising-2013-10

Brands Get Beyond Hype when they connect emotive,

sharable content with powerful social tactics

https://intelligence.businessinsider.com/earned-media-on-social-beyond-the-hype-2013-7

Rutgers University & Unruly partnering to create a

course about the details around Creating Viral Media

(using Big Data)

Launching late 2013

Wh

at is

on

the

Un

ruly M

en

u?

Practical Takeaways

NetBase can be used along with Unruly Viral Video Chart to understand not only what

is trending, but why - and which direction it will go next. Net offering such as TV

Analytics can benefit by understanding both passion points and emotion tracking that

lead to Viral Spreading of content,

Content can be tested to see how it scores on emotion based on the panel that exists

on the internet (that comments on the content).

Using Unruly Viral Video Chart we were able to derive the ratio between viewing

content and sharing it - this can be monitored to find out what is really catching on

(going viral) and when it happens.

Using NetBase, we can learn what emotions are stimulating to specific audience, map

audience based on emotions (not done here) and begin to build predictive models of

what content will be stimulating to audiences you're trying to reach.

Thank You!

Marshall Sponder

CEO, WebMetricsGuru INC

www.webmetricsguru.com

@WebMetricsGuru

now.seo@gmail.com

Facebook.com - SocialMediaForTheArts