MASTERING SOCIAL MEDIA SUCCESS THROUGH THE POWER OF EMOTIONS

Mihkel Jäätma | Realeyes

Social has changed the landscape

Before

1 video / market

1,000,000 media budget per video

100,000 testing budget per video

Today

100s videos / markets

10,000 media budget per video

1,000 testing budget per video

Low volumes, slow, expensive High volumes, quickly, inexpensive

Traditional methods are no longer ideal…

Brands need better data at every stage

Need new metrics that have proven direct relation to business outcomes, including social performance.

Content Testing Media Planning Measurement

What to invest in? Who to show it to? How does it perform?

Power of Emotion Data

Scale

Emotions are universal

Passive measurement

Only need a webcam

Value

Know how your audience really feels

Emotions drive human thought and decisions

Emotions correlate to social performance

We make reading emotion easy

Emotions drive social success

0M

1M

2M

3M

4M

5M

6M

7M

1 2 3 4 5 6 7 8 9 10

Socia

l V

iew

s

EmotionAll™ Score

0K

10K

20K

30K

40K

50K

60K

70K

80K

90K

1 2 3 4 5 6 7 8 9 10

So

cia

l S

hare

s

EmotionAll™ Score

0k

2k

4k

6k

8k

10k

1 2 3 4 5 6 7 8 9 10

Tw

eets

EmotionAll™ Score

Source: Realeyes analysis of 2083 YouTube videos and 371,245 video views in March 2015

11 videos produced

3 markets targeted

Which to push the most?

Emotion targeting in action

0M

1M

2M

3M

4M

5M

6M

7M

1 2 3 4 5 6 7 8 9 10

Socia

l V

iew

s

EmotionAll™ Score

0K

10K

20K

30K

40K

50K

60K

70K

80K

90K

1 2 3 4 5 6 7 8 9 10

So

cia

l S

ha

res

EmotionAll™ Score

0k

2k

4k

6k

8k

10k

1 2 3 4 5 6 7 8 9 10

Tw

eets

EmotionAll™ Score

12x social actions for

High volumes, quickly, inexpensive

Today

100s videos / markets

10,000 media budget per video

1,000 testing budget per video

Plan Measure

Content

Create Potential

Media

Target Results

Measurement

Optimise Live