1. 1. David Penn, Conquest, UK Festival of NewMR 2012 - Main Stage Session 4 APresenta*onfrom TheFes*valofNewMRMainStage 5December2012 The Viagra of Virality AllcopyrightownedbyTheFuturePlaceandthepresentersofthematerial Formoreinforma:onaboutNewMReventsvisitNewMR.org DavidPenn Conquest
2. 2. David Penn, Conquest, UK Festival of NewMR 2012 - Main Stage Session 4 The Viagra of Virality David Penn, Managing Director
3. 3. David Penn, Conquest, UK Festival of NewMR 2012 - Main Stage Session 4 What is Virality? ViralityisSharing Whatmakesobjectsintosharedsocialobjects?
4. 4. David Penn, Conquest, UK Festival of NewMR 2012 - Main Stage Session 4 What do Viral ideas need? 7 12 8 1 13 15 20 7 26Comparethemarket Viralideasrequirea socialresponsein addi:ontotheindividual emo:onalone Copyright2012ConquestResearch&ConsultancyLtd.Allrightsreserved.
5. 5. David Penn, Conquest, UK Festival of NewMR 2012 - Main Stage Session 4 Do people spread ideas? IdeasPeople inuencers
6. 6. David Penn, Conquest, UK Festival of NewMR 2012 - Main Stage Session 4 Or do ideas recruit people? IdeasPeople Memes
7. 7. David Penn, Conquest, UK Festival of NewMR 2012 - Main Stage Session 4 Memes exist to replicate themselves YESWECAN
8. 8. David Penn, Conquest, UK Festival of NewMR 2012 - Main Stage Session 4 US Presidential Election memes 2012 Bindersfullofwomen Not Romnesia
9. 9. David Penn, Conquest, UK Festival of NewMR 2012 - Main Stage Session 4 Why memes matter(1) IdeasPeople Memesstopus thinking intermsof autonomous individualswhogo shoppinginthemarket placeofideas...
10. 10. David Penn, Conquest, UK Festival of NewMR 2012 - Main Stage Session 4 Why memes matter(2) IdeasPeople Westartthinking aboutideasthatgo shoppinginthe marketplaceof people
11. 11. David Penn, Conquest, UK Festival of NewMR 2012 - Main Stage Session 4 Weve measured a wide range of viral objects on both sides of the Atlantic Diamond Jubilee
12. 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 Copyright2012ConquestResearch&ConsultancyLtd.Allrightsreserved.
13. 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. 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
15. 15. David Penn, Conquest, UK Festival of NewMR 2012 - Main Stage Session 4 What have we learned?
16. 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
17. 17. David Penn, Conquest, UK Festival of NewMR 2012 - Main Stage Session 4 Force is a super metaphor for emotions EMOTIONSAREFORCES ZoltnKvecses
18. 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. 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. 20. David Penn, Conquest, UK Festival of NewMR 2012 - Main Stage Session 4 Copyright2012ConquestResearch&ConsultancyLtd.Allrightsreserved Metaphorix is a non-verbal and metaphorical tool which measures emotional engagement and viral buzz
21. 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. 22. David Penn, Conquest, UK Festival of NewMR 2012 - Main Stage Session 4 Deconstructing Virality RegresshighlevelsofViralitytoextremesof emo:onalreac:on
23. 23. David Penn, Conquest, UK Festival of NewMR 2012 - Main 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
24. 24. David Penn, Conquest, UK Festival of NewMR 2012 - Main 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. 25. David Penn, Conquest, UK Festival of NewMR 2012 - Main Stage Session 4 Can we extend this to advertising?
26. 26. David Penn, Conquest, UK Festival of NewMR 2012 - Main 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
27. 27. David Penn, Conquest, UK Festival of NewMR 2012 - Main 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 Copyright2012ConquestResearch&ConsultancyLtd.Allrightsreserved.
28. 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. 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
30. 30. David Penn, Conquest, UK Festival of NewMR 2012 - Main Stage Session 4 Whydoesadver:singgoviral? Source:Conquestquan:ta:veadevalua:on2010 Metaphors Excitement Inspira:on Weakerdriver: Happiness Verbalscales Inspira:on Involvement Signicantlyweakerdriver: Newnews
31. 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. 32. David Penn, Conquest, UK Festival of NewMR 2012 - Main Stage Session 4 Thank you David Penn Managing Director, Conquest
33. 33. David Penn, Conquest, UK Festival of NewMR 2012 - Main Stage Session 4 Q & A AndrewJeavons SurveyAnaly:cs DavidPenn Conquest
34. 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