Transcript of David penn main stage - 2012
- 1. David Penn, Conquest, UK Festival of NewMR 2012 - Main Stage
Session 4 APresenta*onfrom TheFes*valofNewMRMainStage 5December2012
The Viagra of Virality
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Formoreinforma:onaboutNewMReventsvisitNewMR.org DavidPenn
Conquest
- 2. David Penn, Conquest, UK Festival of NewMR 2012 - Main Stage
Session 4 The Viagra of Virality David Penn, Managing Director
- 3. David Penn, Conquest, UK Festival of NewMR 2012 - Main Stage
Session 4 What is Virality? ViralityisSharing
Whatmakesobjectsintosharedsocialobjects?
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Session 4 What do Viral ideas need? 7 12 8 1 13 15 20 7
26Comparethemarket Viralideasrequirea socialresponsein
addi:ontotheindividual emo:onalone
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- 5. David Penn, Conquest, UK Festival of NewMR 2012 - Main Stage
Session 4 Do people spread ideas? IdeasPeople inuencers
- 6. David Penn, Conquest, UK Festival of NewMR 2012 - Main Stage
Session 4 Or do ideas recruit people? IdeasPeople Memes
- 7. David Penn, Conquest, UK Festival of NewMR 2012 - Main Stage
Session 4 Memes exist to replicate themselves YESWECAN
- 8. David Penn, Conquest, UK Festival of NewMR 2012 - Main Stage
Session 4 US Presidential Election memes 2012 Bindersfullofwomen
Not Romnesia
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Session 4 Why memes matter(1) IdeasPeople Memesstopus thinking
intermsof autonomous individualswhogo shoppinginthemarket
placeofideas...
- 10. David Penn, Conquest, UK Festival of NewMR 2012 - Main
Stage Session 4 Why memes matter(2) IdeasPeople Westartthinking
aboutideasthatgo shoppinginthe marketplaceof people
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Stage Session 4 Weve measured a wide range of viral objects on both
sides of the Atlantic Diamond Jubilee
- 12. David Penn, Conquest, UK Festival of NewMR 2012 - Main
Stage Session 4 Virality is not just about social media
Wevecaptureditviathewatercoolermoment 31 2 4 4 4 8 6 9 10 21 0 5 10
15 20 25 30 35 1 2 3 4 5 6 7 8 9 10
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- 13. David Penn, Conquest, UK Festival of NewMR 2012 - Main
Stage Session 4 69 64 63 63 61 60 59 59 59 58 58 58 56 54 52 51 45
45 43 42 40 40 39 37 34 31 25 0 10 20 30 40 50 60 70 80
RoyalWedding WorldCup JimmySavile Facebook Glee YouTube i-Pad
i-Phone4G CherylCole Olympics LadyGaga Google PrinceWilliam
BarackObama KateMiddleton Euro2012 AndroidPhone SimonCowell
Jus:nBieber JamieOliver Twi_er Madonna CougarTown theVampireDiaries
TigerWoods ZinedineZidane DiamondJubilee Buzz(8-10) How much
talk/buzz is there? Viral
- 14. David Penn, Conquest, UK Festival of NewMR 2012 - Main
Stage Session 4 How intense is the talk/buzz? 6 11 7 11 14 10 4 7 2
7 5 5 10 6 11 9 8 9 9 7 9 12 11 9 5 9 10 14 11 8 19 17 24 32 32 35
40 29 34 44 11 12 11 9 7 8 11 14 19 8 50 44 36 34 29 29 28 27 25 25
Royal Wedding World Cup Olympics Jimmy Savile Lady Gaga Justin
Bieber i-Phone 4G Cheryl Cole iPad Glee 1-2 3-4 5-6 7-8 9 10
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Stage Session 4 What have we learned?
- 16. David Penn, Conquest, UK Festival of NewMR 2012 - Main
Stage Session 4 When people talk about viral ideas (memes)
theyuseMetaphorslike A_rac:on Repulsion Energy Momentum FORCE
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Stage Session 4 Force is a super metaphor for emotions
EMOTIONSAREFORCES ZoltnKvecses
- 18. David Penn, Conquest, UK Festival of NewMR 2012 - Main
Stage Session 4 So the Viagra of Virality is? Emo:on
But,webelieveithastobe intenseemo:oneitherposi:veornega:ve
- 19. David Penn, Conquest, UK Festival of NewMR 2012 - Main
Stage Session 4 How to test the hypothesis? Needameasureofemo:on
thatcapturesemo:onalextremes Andtapsintothemetaphorsthatunderlie
virality
- 20. David Penn, Conquest, UK Festival of NewMR 2012 - Main
Stage Session 4
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Metaphorix is a non-verbal and metaphorical tool which measures
emotional engagement and viral buzz
- 21. David Penn, Conquest, UK Festival of NewMR 2012 - Main
Stage Session 4 24 4 4 5 9 11 12 8 9 15 0 5 10 15 20 25 30 1 2 3 4
5 6 7 8 9 10 SimonCowell Viral objects polarise emotions 31 2 4 4 4
8 6 9 10 21 0 5 10 15 20 25 30 35 1 2 3 4 5 6 7 8 9 10 Obama 29 5
11 6 8 15 8 5 4 9 0 5 10 15 20 25 30 1 2 3 4 5 6 7 8 9 10
TigerWoods 18 3 5 3 7 6 6 16 10 25 0 5 10 15 20 25 30 1 2 3 4 5 6 7
8 9 10 LadyGaga
- 22. David Penn, Conquest, UK Festival of NewMR 2012 - Main
Stage Session 4 Deconstructing Virality
RegresshighlevelsofViralitytoextremesof emo:onalreac:on
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Stage Session 4 31 2 4 4 4 8 6 9 10 21 0 5 10 15 20 25 30 35 1 2 3
4 5 6 7 8 9 10 Deconstructing Virality Q3 15 31 54 Buzz 8-10 4-7
1-3
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Stage Session 4 Excitement Energy Proximity Inspiration There's
nothing/one else like it What they stand for excites me
Something/one I would really trust Inspires me Irresistible Seems
to speak to me directly Is like a friend An important part of my
life Viralityisdrivenby... Energy,ExcitementandEmpathy
- 25. David Penn, Conquest, UK Festival of NewMR 2012 - Main
Stage Session 4 Can we extend this to advertising?
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Stage Session 4 Strong evidence that fame advertising works
Binet&FieldstudyofIPAeec*venesscases2007 58% 31% 8% 11% 33% 46%
27% 2% 6% 25% 0% 10% 20% 30% 40% 50% 60% Sales Share Price
elasticity Loyalty Penetration Fame Persuasion
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Stage Session 4 Weve been able to identify highly contagious
campaigns 43 16 14 0 10 20 30 40 50 BRAND B BRAND C Top Box - 10
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- 28. David Penn, Conquest, UK Festival of NewMR 2012 - Main
Stage Session 4 Excitement 10 Inspiration 10 Happiness 10 The ad
inspires me (6 or 7) It makes me want to watch it (6 or 7) Made me
want to buy it (6 or 7) The ad speaks to me (6 or 7) Made me feel
happy (6 or 7) Told me something I didnt know (6 or 7)
Viraladsexcite,inspireandengage
- 29. David Penn, Conquest, UK Festival of NewMR 2012 - Main
Stage Session 4 Virality is driven by inspiration, energy and
excitement DriversofAdBuzz Excitement10 23.6 Inspira:on10 19.5
Happiness10 14.8 Theadspeakstome(6or7) 9.08
Toldmesomethingnew(verbal) 5.56 0.92 0.86 0.7 0.53 0.35 0.1 0 0.2
0.4 0.6 0.8 1 Involvement Inspiration Empathy Call to action New
information Enjoyment Mean score correlation
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Stage Session 4 Whydoesadver:singgoviral?
Source:Conquestquan:ta:veadevalua:on2010 Metaphors Excitement
Inspira:on Weakerdriver: Happiness Verbalscales Inspira:on
Involvement Signicantlyweakerdriver: Newnews
- 31. David Penn, Conquest, UK Festival of NewMR 2012 - Main
Stage Session 4 Viral ideas recruit us by provoking extremes of
emotional response either positive or negative Excitement, Energy,
Empathy and Inspiration are key
- 32. David Penn, Conquest, UK Festival of NewMR 2012 - Main
Stage Session 4 Thank you David Penn Managing Director,
Conquest
- 33. David Penn, Conquest, UK Festival of NewMR 2012 - Main
Stage Session 4 Q & A AndrewJeavons SurveyAnaly:cs DavidPenn
Conquest
- 34. David Penn, Conquest, UK Festival of NewMR 2012 - Main
Stage Session 4 David Penn CheckoutConquestat@h_p://conquestuk.com
CheckoutMetaphorixath_p://www.metaphorixuk.com/index.php
ReadDavidsblog@h_p://davidpennblog.wordpress.com/
FollowDavidstweets@h_ps://twi_er.com/DavidPenn1
DavidonLinkedIn@h_p://uk.linkedin.com/pub/david-penn/6/23a/b00