Mumbrella360 delegates to watch viral video being created live on stage
The science and practice of viral video will be the subject of a double session at Mumbrella360 in the latest topic to be announced for the event.
In the first 45 minute session, the Ehrenberg-Bass Institute for Marketing Science, based at the University of South Australia, will share new research into what makes videos go viral.
Senior research associate Dr Karen Nelson-Field will present new research by the institute aimed at helping marketers understand which emotional attributes have the strongest relationship with sharing behaviour in the context of social media.According to the institute: “This research shows that the social media commentators often get it wrong – that while some emotional responses are most prevalent, that surprisingly these are not the ones that optimise sharing behaviour.”
Nelson-Field is a Research Fellow at the Ehrenberg-Bass Institute. Her research area is media, focusing on social media. She has completed a PhD in media strategy, where she considered audience segmentation and selectivity and its implications for targeting. Her current research is in the social media space, in particular whether existing generalisations in advertising, buyer behaviour and media hold in the social media context and how this impacts on the ability of social media to assist brand growth.
Very interested in the outcome, and how success will be measured outside the audience echo-ing whatever’s created.
How can you know it will go viral? Really?
Interested to know what videos has guy created previously that have gone viral? He must have done this before if he is so confident?
“optimisation of sharing behavior”
Interesting subject for research . . indeedly.
What spurs the like-minded link that creates net-entropy?
What takes the particular into the realm of the universal?
Fascinated to know how this will be en-scienced into a measurable process.
Correction, delegates will watch a video being created. Whether or not it goes viral is an unknown
Also Adam have you done the same thing without a million $ budget behind you?
Honest question.
No answer yet Adam, having said that I think most agency folk who deal in online/social advertising should be able to give examples of work they have produced [without a company or budget backing them] that has gone ‘viral’.