1. Whats Nextin sharing | 26.03.14 @MRY_UK #WhatsNext

2. Hello 2 ALEX JEFFRIES Strategy Partner MRY PHIL TOWNEND MD EMEA Unruly Media 3. Todays science project 3 Thesis: sharing matters Research findings: seven ways to drive sharing success Lab work 4. THESIS: SHARING MATTERS 5. Clients are demanding earned media on almost all briefs 5 An earned-first approach.. ..drive down CPEI (cost per earned impression.. we want to own the conversation ..create maximum buzz and engagement online. 6. The imperative: Earned reach at scale 930K .118%8%x x = 88 Average organic reach Best-in-class Facebook Share Rate Consumer Shares per post Sainsburys Facebook community Sources: Facebook, 2012; Expion, 2012 *Determined based on multiplier of global average of 130 friends per Facebook user * Increased frequency will hit the same group of people over and over Best In Class Potential Earned Reach Per Post* 11,412 Vs. 23M customer transactions per week 7. Earned reach at scale is generated by sharing Average organic reach Best-in-class Facebook Share Rate Consumer Shares per post Sainsburys Facebook community Sources: Facebook, 2012; Expion, 2012 *Determined based on multiplier of global average of 130 friends per Facebook user * Increased frequency will hit the same group of people over and over Best In Class Potential Earned Reach Per Post* Vs. 23M customer transactions per week 930K .118%8%x x = 88 11,412 8. Video is a highly shared content type 8 100 hours of video uploaded every minute 4 Billion videos shared on Facebook every day 700+ YouTube videos tweeted every minute, 1MM dail 484bn streams of video sharing data since 2006 Source: Unruly Media 9. Video is (currently) favoured by Edgerank Source: EdgerankChecker 10. More video platforms than ever before 11. And lets not forget the old truths about video DWELL TIME NOTHING DOES EMOTION BETTER THAN VIDEO+ 12. Consumers trust their friends more than brands Source: http://www.nielsen.com/us/en/insights/reports-downloads/2012/global-trust-in-advertising-and-brand-messages.html 92% of consumers trust completely/somewhat recommendations from people they know 47% of consumers trust completely/ somewhat ads on TV Paid & Owned Reach Earned Reach 12 13. Shared content is more effective than discovered 13 Source: Decipher Talk to someone 33% Homepage visit 24% Searched online 18% Purchased 9% Behaviour within 3 days of viewing shared videos 14. Plan for earned media, dont hope it happens WHY CARE? WHY SHARE? WHY HERE? Does this story evoke an emotional response? Is there a compelling motivation to share? Would someone share specifically on this platform? 15. RESEARCH FINDINGS: SEVEN WAYS TO DRIVE SHARING SUCCESS 16. Basic emotions Primal responses Cognitive responses Intensity Emotional valence Schema disruption Social motivation Memorability Enjoyability Medium Favourability Interpanel agreement and more... Why do people share? 17. 17 #1 make your video emotional Girls dont poop PooPourri Poop Meteor Prank - LG Vote PrankVote Poop Prank Videos that elicit a strong emotional response positive or negative are twice as likely to be shared 18. #2 be positive Videos that elicit a strong positive response are 30% more likely to be shared than strong negative arousal videos Three - #SingItKitty 3,407,826 views, 262,680 shares 19. Negative emotions can drive shares but they are a risky bet 20. #3 focus on emotions, not the creative device No creative device drives sharing more than any other (except personal triumph) 21. #4 be proud of your brand! Average social video has less than third of branding of a tv ad In the research theres no correlation between branding and sharing Coca-Cola Happiness Machine 7,528,759 views, 318,386 shares 22. #5 dont over invest in content & underinvest in distribution A video that is seen by few cannot be shared by many 23. Natural shape of video sharing Source: Viral Video Chart 200 most shared branded videos of 2012 Dont post and pray smart distribution is key Use paid media so content is ubiquitous & portable Day 2: The Viral Peak Days Following Launch 24. #6 exhilarate your audience Exhilaration delivers shares with 65% brand recall HILARITY DELIVERS SHARES WITH 51% BRAND RECALL 25. #7 reach light buyers to grow your market share FIGURE 2 - The same Chocolate Brand - FansFIGURE 1 - Chocolate Brand 2011 Panel Data 80% of a brands light buyers contribute to 50% of a brands sales 26. Emotional campaigns are more profitable than rational campaigns Source: Binet and Field, Marketing in the Era of Accountability, WARC, 2007 Plot spoiler, yet to be published 27. LAB WORK 28. Analogue shocker! Use your balloons to vote 29. Girls dont poop PooPourri 23.7 million views, 1,461,718 shares 30. Sharerank psychological responses SURPRISE HILARITY DISGUST HAPPINESS HILARITY 31. Sharerank social motivations REACTION SEEKING SHARED EMOTIONAL EXPERIENCE REACTION SEEKING SHARED EMOTIONAL EXPERIENCE 32. LG Meteor Prank 15.7 million views, 698,965 shares 33. Sharerank psychological responses SURPRISE HILARITY DISGUST HAPPINESS HILARITY 34. Sharerank social motivations REACTION SEEKING SHARED EMOTIONAL EXPERIENCE REACTION SEEKING SHARED EMOTIONAL EXPERIENCE 35. Does market matter? 1. Hilarity 2. Happiness 3. Surprise 1. Exhilaration 2. Surprise 3. Happiness 1. Hilarity 2. Happiness 3. Awe 1. Family members 2. Select friends 1. Family members 2. Select friends 1. All Facebook friends 2. Select friends Psychological Responses Broadcast vs Narrowcast ? Proprietary and Confidential. Copyright Unruly 2013. 36. Thank you 36