Transcript 2. Shares per view

Winning
Richard Roaf
@rroaf www.altereco.co.uk
“Anyone who says they
can make anything go
viral is probably a snake
oil salesman or really
naive.”
Adam Mordecai, Upworthy
3 INGREDIENTS
1. Seeding
2. Shares per
view
3. Clicks per
1.
Seedin
• Abandon
the
holy
grail
of
g
virality
“According to our research over the
last two years, getting big is largely
about being seen.”
• Dove ad had 1356 online
communities
Image: Face Group & Pulsar
2. Shares per
view
• 800 Videos assessed by
emotional responses
• Correlated to share rates
Emotions that Drive
Sharing
Be arousing
Source: Viral Marketing: The Science of
Emotions that Drive
Sharing
Be arousing
Be positive
Source: Viral Marketing: The Science of
Emotions that Drive
Sharing
Be arousing
Be positive
Make people angry
Source: Viral Marketing: The Science of
Emotions that Drive
Sharing
Be arousing
Be positive
Make people angry
Show personal triumph
Source: Viral Marketing: The Science of
Combine with Social
Motivation
Source: Unruly
3. Clicks per Share
• Spend time on the name!
• Description + Image
• Testing
Check these guys out
• Face Group: How Stuff Spreads: How
Videos Go Viral part 1 & 2
• Viral Marketing: The Science of Sharing,
Karen Nelson-Field
• Upworthy: One Girl Explains This Kinda
Weird But Fun Website Upworthy
@rroaf
www.alter-eco.co.uk