Make em laugh, make em cry:
|
|
- Jasmin Kerrie McGee
- 7 years ago
- Views:
Transcription
1 Make em laugh, make em cry: Understanding Which Emotions Drive Video Sharing on Facebook Karen Nelson-Field, Erica Riebe and Kellie Newstead Report 58 for Corporate Sponsors October 2011 Contents Abstract... 2 Report References and Further Reading
2 Make em laugh, make em cry Abstract Marketers are increasingly using viral video; if a video can go viral and be widely shared via social media it provides advertisers with great low-cost reach. To date however, an understanding of what makes video content more or less shareable has been more art than science. We examine 400 pieces of usergenerated video shared via Facebook in terms of emotional content (arousal and valence) and see how this relates to content sharing. Our research shows it is high arousal emotional responses that most stimulate sharing, in particular hilarity and anger. So it is content that makes us laugh or cry, not just smile or frown, that triggers sharing. Positive emotions on average do better than negative emotions at stimulating sharing. However while anger is an exception (in that it is a negative emotion associated with high rates of sharing) it appears very difficult to create content that elicits this emotion. Other negative emotional responses such as shock and disgust appear far less likely to stimulate sharing. By far the most commonly elicited emotional responses were amusement and boredom - but these videos really don t get shared. So the lesson for advertisers would seem to be to aim for content that causes a marked physiological response (i.e. makes people laugh or perhaps cry) at all costs don t simply amuse (or worse, bore) them. The Ehrenberg- Bass Institute provides a fundamental program of University research into buyer behaviour & brand performance. Corporate membership delivers new discoveries & knowledge to marketing departments around the world. EHRENBERG CENTRE Ehrenberg-Bass Institute Report 58 for Corporate Sponsors FOR RESEARCH IN MARKETING PAGE 3 LONDON SOUTH BANK UNIVERSITY
3 Make em laugh, make em cry: Understanding Which Emotions Drive Video Sharing on Facebook Karen Nelson-Field, Erica Riebe and Kellie Newstead The Ehrenberg- Bass Institute provides a fundamental program of University research into buyer behaviour & brand performance. Corporate membership delivers new discoveries & knowledge to marketing departments around the world. INTRODUCTION In less than three years social media has become the most common Internet based activity and has fundamentally changed the way in which we interact with and consume media (Qualman 2009). It has dawned the era of the connection generation, a generation that is said to crave interaction with, and connection to, vast networks like never before (Pintado 2009). At the core of such connection is sharing by personal referral; sharing of information, photos, opinions, entertainment and news. For marketers, such sharing provides an unparalleled opportunity to disseminate information to vast communities, to now spread a message to literally hundreds of thousands of potential brand buyers in a matter of days, without the traditional mass media costs. SHARING FOR EXTENDING REACH The power of personal referral has been long regarded as a critical influencer of consumer behaviour (Buttle 1998; East, Hammond et al. 2008; Romaniuk and Nguyen 2011). Known today as word-ofmouth (WOM), such interpersonal communication is based on the notion of trust i.e. that a recommendation from an [honest] peer makes for a more credible source than a message with commercial intent (Arndt 1967; Arora 2007; Romaniuk 2007). With the advent of the Internet, we now see the emergence of a new form of online WOM - ewom or viral marketing communications. Likened to the spread of an epidemic, viral marketing (particularly in an unpaid form) still embodies that trust element attached to peer-to-peer communication, however in an online context (Dobele, Lindgreen et al. 2007). The rise of video sharing giants such as YouTube and Google Video, combined with increased broadband connectivity and improved sharing functionality across most social networking sites, has cemented the role of viral video in the marketing mix of many corporates (Cashmore 2009; Tsai 2009; Eckler and Bolls 2011; O Malley 2011). Its stronghold in marketing strategy is evident from the transfer of Ehrenberg-Bass Institute Report 58 for Corporate Sponsors
4 advertising budgets from TV, search and direct response into viral video campaigns (O Malley 2011). When executed correctly, a viral video campaign not only offers the marketer the benefit of extended reach (quickly and cost efficiently), but also an ability to extend the life of an offline campaign, curb advertising avoidance, bypass apathetic media consumers, strengthen a brand s distinctive assets, create publicity and enhance memory cues for the brand (Dobele, Tolemen et al. 2005; MindComet 2006; Dobele, Lindgreen et al. 2007; Nelson-Field and Klose 2010; Southgate, Westoby et al. 2010; Eckler and Bolls 2011). WHAT MAKES VIDEO GO VIRAL? For practitioners the potential benefits of viral video campaigns may seem abundant; however success can be hit and miss. While some videos may be shared tens of thousands of times in a few short hours, others fall very short of expectations. So why do certain pieces of content get shared more than others? Given the increasing popularity of viral video in marketing strategy, there is little research in terms of understanding the elements of successful viral transmission (particularly in the social media context). While common industry wisdom suggests videos that are funny, inspiring, original and surprising are more shareable (O Neill 2010; Daly 2011; Weiner 2011), there is little evidence to back up these beliefs. The only studies which have looked at this area involve an infiite array of possible confounding variables, for example offline campaign expenditure (Elberse, Lee et al. 2011), prior exposure to advertising (Peracchio and Meyers-Levy 1997), prior product usage (Maclnnis and Jaworski 1989) and funded seeding tactics (Reichgut 2011). These confounds make it difficult for researchers to draw any meaningful or reliable conclusions about the characteristics of videos that really do make them go viral. EMOTION AND AROUSAL In this research we look at how sharing is affected by the extent to which video content elicits particular emotional responses from its audience. We draw on a range of studies, including research from the psychology literature that consider the concept of social sharing 1 and the role of emotions on content sharing. Most of these studies are either conducted outside of the context of social media, or have other methodological limitations that justify the further examination of this issue 2. We model this research on that of Berger and Milkman (2010) who considered how emotional response was linked to the sharing of 2,566 articles from the New York Times most shared list. Berger and Milkman took a physiological approach suggesting that arousal, an established construct of emotion, (Baumeister and Bushman 2010) might be the key to driving viral diffusion (also see Berger 2011 (Berger 2011)). For example, while hilarity and amusement are both positive emotions, the degree of sensory alertness associated with the different emotions will likely differ (i.e. hilarity will likely cause laughter, while amusement may not) ((see Cacioppo et al (2000)). Drawing on previous literature, this study addressed the following research questions: 1. Which emotions are most elicited in viral video content, and are videos with these emotions present the most shared? 2. Are videos that elicit high arousal emotions (either of positive or negative valence) shared more than low arousal emotions? 1.Social sharing is a generalisable concept that suggests that most emotional experiences are shared (typically in the course of a conversation) shortly after they occur. Furthermore, that the extent of sharing (in relation to the frequency and number of people with whom the incident was discussed), is directly related to the strength of the emotion felt. 2. On provocative creative appeals see Porter and Golan (2006) and Brown, Bhadury, and Pope (2010). On components of good branding and distinctiveness see Southgate, Westoby and Page (2010). On emotional appeals see Dobele, Lindgreen, Beverland, Vanhamme and van Wijk (2007). PAGE 6 Ehrenberg-Bass Institute Report 58 for Corporate Members
5 3. Are videos that elicit high arousal positive emotions shared more than high arousal negative emotions? THE DATA AND CONSTRUCT In this research we sought to examine the relationship between video sharing and the ability of the content to elicit particular emotional responses. To do this, first we gathered a total of 400 videos from an aggregator site (Facediggs). The site provided us with the cumulative numbers of shares that occured in real time for each piece of content being shared via the share function in Facebook. This gave us an aggregate behavioral and continuous measure of the virality of each piece of content. We used only user-generated (non-commercial) video, not commercial and/or branded content, thereby controlling for numerous potentially confounding variables (as mentioned) that may have affected findings in previous studies (the ratio of user-generated to commercial content at the time of data collection was approximately 1:1). To account for differences in the availability of the content (i.e. video that is available online for 30 days has a greater opportunity to be shared than a video that has just become available), we compared the average number of shares per day for each video. Our use of actual sharing (as opposed to simple views or forwarding probability) constitutes a considerable contribution to the literature as sharing is a behavioral metric which captures an element of buy-in (i.e. someone liked it enough that they actually did share it), and eliminates any error that might result from using a prediction from just a small sample of coders. The second step in this research was to subject this video data to the coding of emotions. 14 independent coders were asked to watch a random sub-set of videos and indicate the emotions they personally felt from a list of 16 potential emotional responses. Drawn from the literature, the list included positive and negative emotional pairs (e.g. happy and sad) for 4 emotional descriptors (e.g. temperament). High arousal extremes for these low arousal positive and negative emotions were then also included (e.g. exhilaration is the high arousal version of happiness and anger is the high arousal version of sadness). Table 1 shows the 16 emotions included on the list and their allocation to the positive/ high and negative/low extremes of the valence and arousal constructs being included in our study. To lessen the impact of subjectivity, all videos were double coded by two separate individuals. The level of inter-coder agreement was 89%. Our analysis involves a simple, yet descriptive, method that enables us to easily observe overall patterns across the range of variables in the data being used. We begin by describing which emotions the 400 highly shared videos are most likely to elicit. We then consider the average number of shares per day that occurs for videos that elicit these emotional responses. RESULTS 1. While most videos are either amusing or boring, they are not the most shared. Amusement and boredom are by far the most commonly elicited emotions when audiences are exposed to user-generated video content. See Table 2 and 3. Surprisingly, shock, anger and exhileration are very rare emotional reactions, suggesting Table 1: Emotion construct; valence and arousal Emotional Descriptor Positive Negative High Arousal Low Arousal High Arousal Low Arousal Awe Astonishment Surprise Shock Discomfort Temperament Exhilaration Happiness Anger Sadness Motivation Inspiration Calmness Frustration Boredom Humour Hilarity Amusement Disgust Irritation Ehrenberg-Bass Institute Report 58 for Corporate Members PAGE 7
6 Table 2: Propensity for emotions to be elicited (%) Emotional Descriptor Positive Negative High Arousal % Low Arousal % High Arousal % Low Arousal % Average % Humour Hilarity 9 Amusement 40 Disgust 3 Irritation 4 14 Motivation Inspiration 9 Calmness 7 Frustration 1 Boredom Temperament Exhilaration 3 Happiness 23 Anger 2 Sadness 4 8 Awe Astonishment 9 Surprise 9 Shock 2 Discomfort 7 7 Average % that it is very difficult to create content that elicits these emotions. 2 Videos that evoke high arousal emotions are most likely to be shared. The content that is most likely to be shared is that which elicits high arousal emotions. These are emotions that are likely to cause a marked physiological response (i.e. sensory alertness, attention or energy). The two high arousal emotions of hilarity (videos eliciting this emotion averaged 6,392 shares per day) and anger (averaging 5,293 shares) are key contributors to this finding (as shown in Table 3). So in essence while emotions such as amusement, boredom, happiness and even surprise are the most prevalent in video content today, overall they fall short in terms of their capacity to be shared based on their low arousal nature. 3 Videos that evoke high arousal, positive emotions are shared more than videos that evoke high arousal, negative emotions. While overall we find that in most cases videos that elicit high arousal positive emotions are shared more than those that evoke other emotional responses, there are a couple of exceptions. Shock and anger have a slightly stronger relationship with sharing than their high arousal positive pair. For example videos that evoke shock are shared more (2865) than videos that evoke its high arousal positive pair (astonishment, 2184) and videos that evoke anger are shared slightly more (5293) than videos that evoke its high arousal positive pair (exhilaration, 4187). 4 Overall videos that evoke positive emotions are shared more than videos that evoke negative emotions. Table 3: Average shares per day for videos eliciting particular emotions (#) 3 Emotional Descriptor Temperament (n = 257) Humour (n = 452) Awe (n = 220) Motivation (n = 390) Average shares per day High Arousal n = 247 Positive Low Arousal n = 637 High Arousal n = 65 Negative Low Arousal n = 370 Average shares per day per video Exhilaration 4187 Happiness 3142 Anger 5293 Sadness Hilarity 6392 Amusement 2038 Disgust 2862 Irritation Astonishment 2184 Surprise 3168 Shock 2865 Discomfort Inspiration 3557 Calmness 1976 Frustration 1588 Boredom The n s in this table show the number of videos that elicited an emotional response of this type (from one or other of the 2 coders), while the numbers in the body of the table show the average number of times each video that elicited that particular emotion was shared in a day. PAGE 8 Ehrenberg-Bass Institute Report 58 for Corporate Members
7 In addition to arousal, we found that valence alone also has an impact on whether video content will be shared. This is consistent with previous research (See Eckler and Bolls (2011)), that provided the most established evidence to date of emotional tone having an impact over the potential for that content to be shared. In comparison to the role that arousal plays in determining whether a video will be shared, valence plays a lesser role. However, it is still important for marketers to create content that is positive, rather than negative if they wish for that content to be shared with a wider network. For instance, while videos that evoke shock may be shared less than its high arousal positive pair (astonishment), videos that evoke nearly any of the other positive emotions (irrespective of arousal) are still shared more. So while shock is also touted by industry as a key driver of viral video, this research shows otherwise. CONCLUSION This research finds that the things that make us laugh (not just smile), make us feel exhilarated (not just happy), make us truly inspired (not just calm) and make us angry (not just unhappy) are more likely to trigger forwarding behaviour. Therefore to improve the sharing opportunity, when designing creative content, advertisers need to upscale the degree of emotional arousal. However, some emotional responses look difficult to achieve based on their rarity in the user-generated content. For an advertiser this suggests that such creative ideas are going to cost more, in that they will take agencies longer and greater effort to come up with. It s also very possible that such content may overwhelm branding, or that it may be less related to the brand than it would be if gaining such an emotional response from viewers were not a consideration. And similarly, aiming for such an emotional response may mean that it is simply more difficult to also include branding in their content. So while it is much better for a video to achieve hilarity (high arousal) than happiness or mere amusement (low arousal), the latter appears much easier to achieve. An advertiser might be on safe ground to aim for hilarity but be willing to accept happiness or amusement, particularly if it results in a better branded video. This raises concerns about the use of content designed to engender anger. If an ad can make a viewer angry our data suggest they are likely to share it, but for many brands this will be extraordinarily difficult to do in a brand relevant way, and so runs the dual risk of the content being merely irritating and it being poorly branded. We suspect that few advertisers probably want to go into the angry space, and there maybe legal barriers that prevent it, so it is perhaps best to aim for videos that elicit positive emotions (hilarious, exhilarating or inspiring). Certainly it is very important to avoid making boring videos, unsurprisingly few people want to share these with their friends. This study looked at videos that were shared. The fact is, this would be a small proportion of videos produced. Most videos would not go viral. Ehrenberg-Bass Institute Report 58 for Corporate Members PAGE 9
8 References and Further Readings Arndt, J. (1967). Word of Mouth Advertising and Informal Communication. Risk Taking and Information Handling in Consumer Behavior. Boston, Harvard University: Arora, H. (2007). Word of Mouth in the World of Marketing. The IcFai Journal of Marketing Management VI(4): Baumeister, R. and B. Bushman (2010). Social Psychology and Human Nature. Belmont CA, Wadsworth, Cengage Learning. Berger, J. (2011). Arousal Increases Social Transmission of Information. Psychological Science Online 22(7): Brown, M., R. Bhadury, et al. (2010). The Impact of Comedic Violence on Viral Advertising Effectiveness. Journal of Advertising 39(1): Buttle, F. (1998). Word of mouth: understanding and managing referral marketing. Journal of Strategic Marketing 6: Cacioppo, J. T., G. G. Berntson, et al. (2000). The psychophysiology of emotion. Hanbook of Emotions. M. L. a. J. M. Haviland-Jones. New York, The Guilford Press. Cashmore, P. (2009). YouTube: Why do we watch? CNN Tech. Retrieved January, 2011, from URL: youtube_1_youtube-viral-video-most-viewed?_s=pm:tech. Daly, J. (2011). The 10 Laws Of Viral Video Success. Defuse. Retrieved January, 2011, from URL: Dobele, A., A. Lindgreen, et al. (2007). Why pass on viral messages? Because they connect emotionally. Business Horizons 50(4): Dobele, A., D. Tolemen, et al. (2005). Controlled infection! Spreading the brand message through viral marketing. Business Horizons 48: Ehrenberg-Bass Institute Report 58 for Corporate Members PAGE 11
9 East, R., K. Hammond, et al. (2008). Measuring the impact of positive and negative word of mouth on brand purchase probability. International Journal of Research in Marketing 25(3): Eckler, P. and P. Bolls (2011). Spreading the Virus: Emotional Tone of Viral Advertising and Its Effect on Forwarding Intentions and Attitudes. Journal of Interactive Advertising 11(2): Elberse, A., C. Lee, et al. (2011). Viral Videos: The Dynamics of Online Video Advertising Campaigns, Harvard Business School. Maclnnis, D. and B. Jaworski (1989). Information Processing from Advertisements: Toward an Integrative Framework. Journal of Marketing 53(4): MindComet (2006). Viral Marketing: Understanding the Concepts and Benefits of Viral Marketing. The Relationship Agency. T. R. Agency. White Paper. Nelson-Field, K. and G. Klose (2010). The social media leap:integrating social media into marketing strategy. WM3 Your audience = media consumer + generator, Berlin, Germany. O Malley, G. (2011). Media Buyers Predict Upswing In Online Video Ad Spend. MediaPost. Retrieved May, 2011, from URL: publications/?fa=articles.showarticle&art_aid=149695&nid= O Neill, M. (2010). 7 Factors that drive people to share content with their social networks. SocialTimes. Retrieved November 2010, from URL: socialtimes.com/2010/11/share-content-social-networks/. Peracchio, L. and J. Meyers-Levy (1997). Evaluating Persuasion-Enhancing Techniques from a Resource-Matching Perspective. Journal of Consumer Research 24(2): Pintado, I. (2009). Connection Generation; How connection determines our place in society and business. Charleston, SC, BookSurge Publishing. Porter, L. and G. Golan (2006). From subservient chickens to brawny men: a comparison of viral advertising to television advertising. Journal of Interactive Advertising 6(2). PAGE 12 Ehrenberg-Bass Institute Report 58 for Corporate Members
10 Qualman, E. (2009). Socialnomics: How Social Media Transforms the Way We Live and Do Business. Hoboken, NJ, Wiley, John & Sons, Inc. Reichgut, M. (2011). Social Video And Sharing: What To Expect MediaPost. Retrieved February, 2011, from URL: publications/?fa=articles.showarticle&art_aid= Rimé, B., C. Finkenauer, et al. (1998). Social Sharing of Emotion: New Evidence and New Questions. European Review of Social Psychology 9: Rimé, B., P. Philippot, et al. (1992). Long-lasting cognitive and social consequences of emotion: Social sharing and rumination. European Review of Social Psychology 3: Romaniuk, J. (2007). Word of mouth and the viewing of television programs. Journal of Advertising Research 47(3). Romaniuk, J. and C. Nguyen (2011). Online versus Offline Word or Mouth; Examining why givers give and how receivers respond. Working Paper, Ehrenberg-Bass Institute for Marketing Science. Southgate, D., N. Westoby, et al. (2010). Creative determinants of viral video viewing. International Journal of Advertising 29(3): Tsai, J. (2009). Video is More Than Viral. CRM Magazine 13: Weiner, C. (2011). Getting the most from your Social Video. MediaPost. Retrieved March 2011, from URL: publications/?fa=articles.showarticle&art_aid= Ehrenberg-Bass Institute Report 58 for Corporate Members PAGE 13
Adults media use and attitudes. Report 2016
Adults media use and attitudes Report Research Document Publication date: April About this document This report is published as part of our media literacy duties. It provides research that looks at media
More informationBritepaper. How to grow your business through events 10 easy steps
Britepaper How to grow your business through events 10 easy steps 1 How to grow your business through events 10 easy steps As a small and growing business, hosting events on a regular basis is a great
More informationFacebook fans: A fan for life? Karen Nelson-Field and Jennifer Taylor Admap May 2012
Facebook fans: A fan for life? Karen Nelson-Field and Jennifer Taylor Admap May 2012 Title: Facebook fans: A fan for life? Author(s): Karen Nelson-Field and Jennifer Taylor Source: Admap Issue: May 2012
More informationTV Response: new rules, new roles
TV Response: new rules, new roles The world of response planning has become increasingly complex over recent years. Understanding the key drivers of response over the short, medium and long-term is a constant
More informationA Marketer's Guide. to Facebook Metrics
A Marketer's Guide to Facebook Metrics 2 Whether you ve invested big in social or are starting to consider a new strategy for 2014, one of the key aspects to think about is social media metrics - namely
More informationwebinars creating blog posts customer quotes CONTENT MARKETING for MINISTRIES video tutorials lead strategy inform sharing A publication of
creating webinars customer quotes blog posts CONTENT MARKETING for MINISTRIES 1 1 video tutorials lead strategy sharing inform A publication of Content Marketing 101 Whether you ve attended a webinar,
More informationAn Integrated Framework for On-line Viral Marketing Campaign Planning
International Business Research; Vol. 6, No. 1; 2013 ISSN 1913-9004 E-ISSN 1913-9012 Published by Canadian Center of Science and Education An Integrated Framework for On-line Viral Marketing Campaign Planning
More informationConsumer Sharing of Viral Video Advertisements: A Look into Message and Creative. Strategy Typologies and Emotional Content.
Consumer Sharing of Viral Video Advertisements: A Look into Message and Creative Strategy Typologies and Emotional Content Blaise Jenkins A Capstone Project Presented to The Faculty of the School of Communication
More informationUSEFUL TERMS Crowdfunding getfunding.com.au Rewards Keep It All Campaigns All or Nothing Campaigns
This guide is based on years of experience assisting people to raise funding and attract funding opportunities to projects. We have assisted individuals, small and medium size businesses, inventors, and
More informationTalking to our children about Violence and Terrorism: Living in Anxious times
Talking to our children about Violence and Terrorism: Living in Anxious times Living in Anxious Times: Introductory Remarks Since the September 11 attack America has changed. Children and adults alike
More informationSocial media is a powerful tool. Many people are well aware of this and with the 1.6 billion people on Facebook, surely that is enough to at least
Social media is a powerful tool. Many people are well aware of this and with the 1.6 billion people on Facebook, surely that is enough to at least consider being there to promote your business? Today,
More informationAIA Michigan s Social Media Marketing Course
AIA Michigan s Social Media Marketing Course Welcome to the AIA Michigan s Social Media Marketing Course You are now officially on your way to getting a strong foundation of how you can market your business
More informationTelevision Advertising is a Key Driver of Social Media Engagement for Brands TV ADS ACCOUNT FOR 1 IN 5 SOCIAL BRAND ENGAGEMENTS
Television Advertising is a Key Driver of Social Media Engagement for Brands TV ADS ACCOUNT FOR 1 IN 5 SOCIAL BRAND ENGAGEMENTS Executive Summary Turner partnered with 4C to better understand and quantify
More informationInternational IPTV Consumer Readiness Study
International IPTV Consumer Readiness Study Methodology The Accenture International IPTV Study is based on structured telephone interviews using a standard questionnaire and quantitative analysis methods
More informationWe Add Vibe to Brands Worldwide
www.advybepr.com AD VYBE COMMUNICATION Press Release December 2012 Communicate with the world using mass media solutions We Add Vibe to Brands Worldwide ADDING VIBE TO BRANDS On National Cable Television
More informationSocial Media Marketing - From Bowling to Pinball
Social Media Marketing - From Bowling to Pinball By Svend Hollensen, Associate Professor, University of Southern Denmark and Anthony Raman, MCInst.M., RPM In the physical marketplace different communication
More informationTen top tips for social media success
Ten top tips for social media success 1. Conversation is king The key to how you should behave within a social environment is the word social. This means it is not a one-way street. It is not a place for
More informationBrand Performance Programs. Proven to drive brand growth and improve return from your marketing investment
Brand Performance Programs Proven to drive brand growth and improve return from your marketing investment Millward Brown s Brand Performance Programs are a best-in-class suite of in-market measurement
More informationA Study of Effective Web Advertising Design to Maximize Click-Through and Brand Awareness
A Study of Effective Web Advertising Design to Maximize Click-Through and Brand Awareness Myung Hae Park Assistant Professor, Department of Design, California State University, 6000 J Street, 5001 MRP
More informationTHE POWER OF INFLUENCE TAKING THE LUCK OUT OF WORD OF MOUTH
THE POWER OF INFLUENCE INTRODUCTION Word-of-mouth marketing has always been a powerful driver of consumer behavior. Every experienced marketer knows that customers are more likely to base purchasing decisions
More informationDigital Marketing VS Internet Marketing: A Detailed Study
Digital Marketing VS Internet Marketing: A Detailed Study 1 ATSHAYA S, 2 SRISTY RUNGTA 1,2 Student- Management Studies Christ University, Bengaluru, Karnataka, India Abstract: The article talk about digital
More informationTop 4 Ways Social Media is Helping to Reshape Marketing
Top 4 Ways Social Media is Helping to Reshape Marketing How implementing social media into your business strategy can position your brand for the better Inside, you ll find information on: The ever-changing
More informationAdvertising Effectiveness:
Advertising Effectiveness: Understanding the Value of a Social Media Impression APRIL 2010 INSIDE: How social networking and consumer engagement have changed how brand marketing works An approach for understanding
More informationHow To Understand The Power Of Viral Marketing
ELSIE MARGARETHA BOTHA CONTAGIOUS COMMUNICATIONs KTH 2014 DOCTORAL THESIS DOCTORAL IN THESIS MARKETING STOCKHOLM, STOCKHOLM, SWEDEN SWEDEN 2014 2014 Contagious Communications The role of The role of emotion
More informationATTENTION GENERATION NEXT!
ATTENTION GENERATION NEXT! ISSUE 3 OUT OF 3 BEATING THE ATTENTION DEFICIT FOR YOUNG AUDIENCES Thought Piece 2015 WHEN WE THINK ABOUT WHAT IT S LIKE TO BE YOUNG, WE NATURALLY THINK BACK TO OUR OWN CHILDHOOD;
More informationHow Social Media will Change the Future of Banking Services
DOI: 10.7763/IPEDR. 2013. V65. 1 How Social Media will Change the Future of Banking Services Iwa Kuchciak 1 1 University of Lodz Abstract. Parallel with the growth of importance of social media there is
More informationviral marketing understanding the concepts and benefits of viral marketing WHITE PAPER
viral marketing understanding the concepts and benefits of viral marketing WHITE PAPER Table of Contents The concept behind viral marketing...3 word-of-mouth...3 enter the internet...3 Viral marketing
More informationwishpond EBOOK Easter: A Guide to
Easter: A Guide to Social Media Marketing for Businesses Table of Contents Chapter 1 Content Marketing on Social Networks During Easter Holidays 6 Chapter 2 Which Industries Capitalize Most on the Easter?
More informationLast Updated: 08/27/2013. Measuring Social Media for Social Change A Guide for Search for Common Ground
Last Updated: 08/27/2013 Measuring Social Media for Social Change A Guide for Search for Common Ground Table of Contents What is Social Media?... 3 Structure of Paper... 4 Social Media Data... 4 Social
More informationWord of Mouth Marketing through Online Social Networks
Association for Information Systems AIS Electronic Library (AISeL) AMCIS 2009 Proceedings Americas Conference on Information Systems (AMCIS) 1-1-2009 Word of Mouth Marketing through Online Social Networks
More informationA Business Owner s Guide to: Pay-Per-Click
A Business Owner s Guide to: Pay-Per-Click A Business Owner s Guide to: Pay-Per-Click In today s world, the most important business tool you have when it comes to attracting new customers is the Internet.
More informationMYTH-BUSTING SOCIAL MEDIA ADVERTISING Do ads on social Web sites work? Multi-touch attribution makes it possible to separate the facts from fiction.
RE MYTH-BUSTING SOCIAL MEDIA ADVERTISING Do ads on social Web sites work? Multi-touch attribution makes it possible to separate the facts from fiction. Data brought to you by: In recent years, social media
More informationREPUTATION MANAGEMENT SURVIVAL GUIDE. A BEGINNER S GUIDE for managing your online reputation to promote your local business.
REPUTATION MANAGEMENT SURVIVAL GUIDE A BEGINNER S GUIDE for managing your online reputation to promote your local business. About Main Street Hub: Main Street Hub is the voice for more local businesses
More informationModel Answers. A good answer of the questions from 2 to 8 should contain the belowmentioned
Course: MMCJ Semester: I Paper: Print Media (Editing) Subject Code: AS-2566 Model Answers 1. Objective type questions: Answer key: A. (I) Byline B. (I) Box C. (III) Columnist D. (I) Hard news E. (I) Page
More informationWhy Your Business Needs a Website: Ten Reasons. Contact Us: 727.542.3592 Info@intensiveonlinemarketers.com
Why Your Business Needs a Website: Ten Reasons Contact Us: 727.542.3592 Info@intensiveonlinemarketers.com Reason 1: Does Your Competition Have a Website? As the owner of a small business, you understand
More informationMARK 3323 - IMC Dr. Freling EXAM II REVIEW
MARK 3323 - IMC Dr. Freling EXAM II REVIEW Chapter 5 Advertising, Integrated Brand Promotion, & Consumer Behavior Chapter 6 Market Segmentation, Positioning, and the Value Proposition Chapter 7 Advertising
More informationINSPIRED CREATIVE MARKETING - A GUIDE
INSPIRED CREATIVE MARKETING - A GUIDE TABLE OF CONTENTS OVERVIEW...................................... 3 FIND YOUR CREATIVE SPACE....................... 4 KNOW THE GOAL................................
More informationHow Media Drive Online Success: Increasing Web Traffic and Search
How Media Drive Online Success: Increasing Web Traffic and Search As consumer activity on the web increases, marketers are making the Internet a more important element in their marketing plans, seeking
More informationSocial Media Marketing in the Film Industry. A Senior Project. Presented to. the Faculty of the Graphic Communication Department
Social Media Marketing in the Film Industry A Senior Project Presented to the Faculty of the Graphic Communication Department California Polytechnic State University, San Luis Obispo In Partial Fulfillment
More informationOnline Video Marketing Survey and Business Video Trends Report
13 Online Video Marketing Survey and Business Video Trends Report Third annual in-depth study based on survey results from over 0 marketing professionals reveals how online video is being used by businesses
More information2013 Customer Experience Data Survey Facts & Analysis
2013 Customer Experience Data Survey Facts & Analysis 2013 Consero Group LLC www.consero.com INTRODUCTION 2013 Chief Customer Experience Officer Data Survey The advent of successful Internet-age businesses
More informationYouTube SEO How-To Guide: Optimize, Socialize & Analyze Your YouTube Presence
YouTube SEO How-To Guide: Optimize, Socialize & Analyze Your YouTube Presence How-To Optimize, Socialize & Analyze Your YouTube Presence FACT: YouTube has become the third most popular website in the world,
More informationTODAY S USER GENERATED CONTENT
TODAY S USER GENERATED CONTENT How publishers, marketers, and agencies are leveraging user generated content (UGC) in marketing campaigns as part of their content marketing mix. October, 2014 IAB Content
More informationNon-personal communication
Week 8: Promotions Integrated Marketing Communications: advertising, Sales Promotion, Public Relations, and Direct Marketing Strategic Goals Of Marketing Communication Create awareness Build positive images
More informationThe term Guerrilla Marketing is often used in marketing textbooks and has become an extremely popular and successful in the marketing world.
Guerrilla Marketing The term Guerrilla Marketing was invented as an unusual, non traditional promotion that heavily depends on time, energy, and lots of imagination as appose to a huge marketing cost.
More informationPublic Relations, Influencer Marketing, and Membership. 2012 LinkSite, Inc. All Rights Reserved.
Public Relations, Influencer Marketing, and Membership 2012 LinkSite, Inc. All Rights Reserved. Public Relations The marketing and management of the communications process to foster goodwill between a
More informationTen Reasons to Advertise with Magazines
Ten Reasons to Advertise with Magazines 10 reasons to advertise with magazines Magazines are proven to: 1. Reach targeted audiences of scale 2. Provide an audience that values and trusts its advertising
More informationHOW TO USE NEEDS BASED CUSTOMER SEGMENTATION IMPROVE YOUR MARKETING AND SOCIAL MEDIA STRATEGY
HOW TO USE NEEDS BASED CUSTOMER SEGMENTATION IMPROVE YOUR MARKETING AND SOCIAL MEDIA STRATEGY A publication of London, September 2012 HOW TO USE NEEDS BASED CUSTOMER SEGMENTATION by Michalis A. Michael
More informationSOCIAL ECHOi. Ken Roberts ii CEO Forethought Research
SOCIAL ECHOi Influencing consumption behaviour via earned media PART 2 Broadly there are two approaches to using social media as a communications channel. The first is for marketers to seed social media
More informationDEVELOPING A SOCIAL MEDIA STRATEGY
DEVELOPING A SOCIAL MEDIA STRATEGY Creating a social media strategy for your business 2 April 2012 Version 1.0 Contents Contents 2 Introduction 3 Skill Level 3 Video Tutorials 3 Getting Started with Social
More informationAnger Management Course Workbook. 5. Challenging Angry Thoughts and Beliefs
Anger Management Course Workbook 5. Challenging Angry Thoughts and Beliefs Stop-Think-Act In earlier classes, we have introduced the concept of stopping and thinking before acting when we feel angry. In
More informationJuly 2007. Management Practice & Productivity: Why they matter
July 2007 Management Practice & Productivity: Why they matter Nick Bloom Stanford University Stephen Dorgan McKinsey & Company John Dowdy McKinsey & Company John Van Reenen Centre for Economic Performance,
More informationTALENT MANAGEMENT Readiness Assessment. Competency Example Writing Workbook
TALENT MANAGEMENT Readiness Assessment Competency Example Writing Workbook May 2010 TIPS FOR WRITING COMPETENCY EXAMPLES 1. Keep in mind as you write your examples that the Leader-Manager competencies
More informationThe speed of life. Discovering behaviors and attitudes related to pirating content. Consumer intelligence series. Summary.
The speed of life Consumer intelligence series Discovering behaviors and attitudes related to pirating content Online discussion held October 2010 Series overview Through PwC s ongoing consumer research
More informationA New Roadmap for Ad Optimization
A New Roadmap for Ad Optimization Integrating Neuroscience with Leading Advertising Research: A Post Shredded Wheat Case Study Mitzi Lorentzen Vice President, Optimizing Communication, Millward Brown Elissa
More information7 KEY INFLUENCER MARKETING STRATEGIES FOR FOOD BRANDS. www.tapinfluence.com Share this ebook:
7 KEY INFLUENCER MARKETING STRATEGIES FOR FOOD BRANDS www.tapinfluence.com Share this ebook: CONTENTS Influencer Marketing Overview Why Work with Influencers? 7 Influencer Marketing Strategies for Food
More informationBuilding Healthy Relationships:
Building Healthy Relationships: Conflict Resolution Alberta Education Health & Life Skills Program of Studies Outcomes 8Grade The student will R - 8.5 R - 8.7 Develop strategies for maintaining healthy
More informationMarketing: Advertising and Sales Promotion
Marketing: Advertising and Sales Promotion Food Communication II Section G Communication Mix Strategies All of the information has been adapted from: Kotler P. Armstrong, G., 2004. Principles of Marketing.
More informationStrong Brands, Profitable Brands: How Greater Alignment with Ideals Leads to Best Results
Insights&Trends I42/2014 Metrics Strong Brands, Profitable Brands: Estimation of a brand s value and its contribution to business has always been considered the main challenge in measuring intangible assets.
More informationCrossing. the. L ne. Sexual Harassment at School
Crossing the L ne Sexual Harassment at School Executive Summary Executive Summary A student is groped on the way to class. Kids call a student gay and faggot and just won t quit. A demeaning sexual rumor
More informationHow Multi-Screen Consumers Are Changing Media Dynamics Findings from a comscore Study for the Coalition for Innovative Media Measurement
How Multi-Screen Consumers Are Changing Media Dynamics Findings from a comscore Study for the Coalition for Innovative Media Measurement JOAN FITZGERALD VP, TV & Cross-Media Solutions, comscore, Inc. JANE
More informationManagement Practice & Productivity: Why they matter
Management Practice & Productivity: Why they matter November 2007 Nick Bloom Stanford University Stephen Dorgan McKinsey & Company John Dowdy McKinsey & Company John Van Reenen Centre for Economic Performance,
More informationThe Attention Value of Mediabong as an Online Video Delivery Platform for Advertisers (abridged)
The Attention Value of Mediabong as an Online Video Delivery Platform for Advertisers (abridged) by Thales S. Teixeira, Harvard Business School Executive Summary: The purpose of this whitepaper is to apply
More informationA Primer in Internet Audience Measurement
A Primer in Internet Audience Measurement By Bruce Jeffries-Fox Introduction There is a growing trend toward people using the Internet to get their news and to investigate particular issues and organizations.
More informationSTATE OF B2B SOCIAL MEDIA MARKETING 2015
STATE OF B2B SOCIAL MEDIA MARKETING 2015 Research Report - June 2015 WHO WE SPOKE TO In a study that we did earlier this year on B2B marketing trends 1, we asked our respondents which distribution channels
More informationA Guide to Social Media Marketing for Contractors
A Guide to Social Media Marketing for Contractors Belynda Holt Pinto, Director of Operations Mike Holt Enterprises The way companies market their services is in transition, and keeping up with those changes
More informationExplaining the difference your project makes A BIG guide to using an outcomes approach. Sara Burns and Joy MacKeith Triangle Consulting October 2006
Explaining the difference your project makes A BIG guide to using an outcomes approach Sara Burns and Joy MacKeith Triangle Consulting October 2006 Explaining the difference your project makes Stock code
More informationWhitepaper Video Marketing for Restaurants
Video Marketing for Restaurants Restaurants are Using Online Video to Reach More Consumers and Boost Brand Impact Online video is becoming ever more present in consumer life therefore businesses have started
More informationBeginners Guide to Affiliate Success Are You on Google Page One Yet?
Beginners Guide to Affiliate Success Are You on Google Page One Yet? 10 ways to bring buying traffic for free and how to use simple free videos to bring in floods of visitors Affiliates How to Drive FREE
More informationPublished August 2010. Media Comparisons Study
Published August 2010 Media Comparisons Study Introduction The Television Bureau of Advertising s 2010 Media Comparisons Study reaffirms the key strengths that television continues to enjoy over other
More informationLOCAL SEO WHITE PAPER. Making Your Brand Famous in Your Location
LOCAL SEO WHITE PAPER Making Your Brand Famous in Your Location Table Of Contents I. Introduction 2 II. Managing Business Listings and Social Pages 2 III. Optimizing Websites for Local Audiences 3 IV.
More informationcprax Internet Marketing
cprax Internet Marketing cprax Internet Marketing (800) 937-2059 www.cprax.com Table of Contents Introduction... 3 What is Digital Marketing Exactly?... 3 7 Digital Marketing Success Strategies... 4 Top
More informationCOI Research Management Summary on behalf of the Department of Health
COI Research Management Summary on behalf of the Department of Health Title: Worth Talking About Campaign Evaluation 2010 / 2011 Quantitative research conducted by TNS-BMRB COI Reference number: 114770
More informationM EASUREM ENT GUIDE. Googl
M EASUREM ENT GUIDE Ul t i ma t e Gui det o Me a s ur i ng Googl e + j effal yt i cs. com The Ultimate Guide to Measuring Google Plus 2013 Jeff Sauer www.jeffalytics.com jeff@jeffalytics.com - 1 Table of
More informationLOCAL SEO WHITE PAPER
LOCAL SEO WHITE PAPER Making Your Brand Famous in Your Location Table Of Contents I. Introduction 2 II. Managing Business Listings and Social Pages 2 III. Optimizing Websites for Local Audiences 3 IV.
More informationAnalyzing the Impact of Social Media From Twitter to Facebook
Analyzing the Impact of Social Media From Twitter to Facebook Analyzing the Impact of Social Media: From Twitter to Facebook Engaging and monitoring the new world of social media are the big first steps,
More informationLOCAL SEO WHITE PAPER
LOCAL SEO WHITE PAPER Making your brand famous in your location TABLE OF CONTENTS Introduction 01 Chapter I Managing Business Listings and Social Pages 02 Chapter II Optimizing Websites for Local Audiences
More informationOnline Video in the Insurance Industry
Whitepaper Online Video in the Insurance Industry The Importance of Video as a Marketing Tool RG Stephens & Associates Email: Rick@RGStephens.com Phone: 972-578-7895 Web: www.rgstephens.com The impact
More informationsports coach UK Research Summary 7 Emotional Coaching
sports coach UK Research Summary 7 Emotional Coaching Keeping your emotions under control is a key element of sporting success. This summary looks at a new study undertaken by two university researchers
More informationReady, set, go. Creating an engaging social media presence is about more than tools
Ready, set, go. Creating an engaging social media presence is about more than tools Introduction Law Enforcement gets it. According to the 2012 IACP Social Media survey, 94% of law enforcement organizations
More informationfacebook Are you using facebook for your business?
facebook Are you using facebook for your business? More and more companies are using Facebook to Grow their Business! Facebook is hot and for many businesses it represents a marketing opportunity that
More informationAn introduction to impact measurement
An introduction to impact measurement Contents 1 Introduction 2 Some definitions 3 Impact measurement at BIG 4 Setting impact measures for programmes APPENDICES A External Resources (separate document)
More informationDigital Marketing Starter Packages. Why use Search Engine Optimization? Creative Design Photography Video Print Websites
Thank you for considering Iconica as a trusted partner to manage your digital marketing. We are excited to work with you and are committed to balacing your vision with industry best practices to help increase
More informationChildren and parents: media use and attitudes report
Children and parents: media use and attitudes report Research Document Publication date: 25 October 2011 Contents Section Annex Page 1 Executive summary 2 2 Introduction 11 3 Children s take-up of media
More informationHealthcare Recruiting with Social Media. Brought to you by
Healthcare Recruiting with Social Media Brought to you by Table of Contents Introduction 3 Healthcare Recruiting Best Practices 5 Reach Job Candidates in the Right Places, on the Right Devices 6 Use Targeted
More informationDon t be anti-social with your inbound marketing. David Mitchell & Lauren Keeling the marketing people
Don t be anti-social with your inbound marketing. David Mitchell & Lauren Keeling the marketing people But we can talk about us later If one more digital marketer tells me You should be creating an immersive
More informationGLOBAL JOURNAL OF ENGINEERING SCIENCE AND RESEARCHES
GLOBAL JOURNAL OF ENGINEERING SCIENCE AND RESEARCHES SOCIAL MEDIA S EFFECT ON MARKETING Dr.S. P. Mathur *1 and Rekha Swarnkar 2 *1 Professor in sangam university 2 Research Scholar Mewar University ABSTRACT
More informationDIGITAL STRATEGY AND TACTICS FOR BRAND REPUTATION MANAGEMENT
FOR BRAND REPUTATION MANAGEMENT Do you know what your customers are saying about your brand in the online world? How about your competitors? What about your ex-employees? The Internet and many Web 2.0
More informationWordStream Drives PPC Efficiency For Automotive Industry
WordStream Drives PPC Efficiency For Automotive Industry How automated keyword discovery and workflow tools transformed the Pay-Per-Click (PPC) advertising campaign of a group of family owned automobile
More informationFive Mistakes People Make Reading Body Language And Five Nonverbal Signals That Send Positive Messages
Five Mistakes People Make Reading Body Language And Five Nonverbal Signals That Send Positive Messages This is one of a series of occasional papers by The Dilenschneider Group to bring clients and friends
More information6 Tips for Reaching Boomers & Seniors with Digital Marketing
6 Tips for Reaching Boomers & Seniors with Digital Marketing Table of Contents 1 Reaching Boomers and Seniors with Digital Marketing 2 The Growing Boomer and Senior Demographic 3 Boomers and Seniors Are
More informationRandy Freisner, SVP/Group Director Engagement Team, The Martin Agency. Dr. James H. Collins, Senior Vice President, Research GfK MRI
Better Representing Print Magazines in ROI Analysis: Incorporating Reading Frequency, Audience Accumulation and Page Exposure Metrics into Media and Marketing Mix Models Randy Freisner, SVP/Group Director
More informationSports Sponsorship. A cost effective investment for your brand. Suzy Aronstam Head of MMT
Sports Sponsorship A cost effective investment for your brand Suzy Aronstam Head of MMT Sports sponsorships are big business Earlier this year Manchester United agreed a 750m, 10-year sponsorship deal
More informationPrinciples of Measuring Advertising Effectiveness
Print article Close window Principles of Measuring Advertising Effectiveness By David Olson Testing the effectiveness of advertising is a big business. With the cost of producing a commercial at $500,000
More informationQuality of Life The Priorities of Older People with a Cognitive Impairment
Living in a Nursing Home Quality of Life The Priorities of Older People with a Cognitive Impairment Compiled by Suzanne Cahill PhD and Ana Diaz in association with Dementia Services Information and Development
More informationComparing User Engagement across Seven Interactive and Social-Media Ad Types.
Comparing User Engagement across Seven Interactive and Social-Media Ad Types. A Collaborative Study by ` Executive Summary. Increases in social networking and interactive advertising technology have led
More informationFYI HIRING. Recruiting Strategies
FYI HIRING Recruiting Strategies Revised: March 2011 Summary: This FYI discusses the steps involved establishing or revitalizing an effective recruiting process. It includes considerations for goal setting,
More informationCAM Coach. How Technology Supports Complementary and Alternative Practice
The www.onlinetherapyinstitute.com CAM Coach How Technology Supports Complementary and Alternative Practice Mark Shields In 2012, The CAM Coach book was launched in the U.K. This book has become known
More informationNITB Social & Digital Marketing. Crom Estate by Finn Beales Instagram Blogger
NITB Social & Digital Marketing Crom Estate by Finn Beales Instagram Blogger Digital marketing is at the centre of NITB s strategy to promote Northern Ireland as a tourist destination. NITB Marketing Strategy
More informationIntroduction to Using Video to Grow Your Dental Practice
Dental Practice Marketing Guide Introduction to Using Video to Grow Your Dental Practice By Vincent Messina CEO/Founder Otimo Sales and Marketing Hey there! Use video grow your dental practice Welcome
More information